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IGNITE GROWTH: Use a Rifle, Not a Shotgun - Case Study

The situation: One of my clients was sending many employees to a major industry trade show twice a year. As is often the case with trade shows, there was no clear direction except to mingle and try to make contacts. After each show, the employees would return to the office with stacks of business cards they’d collected from people they didn’t remember. They would try to follow up on these “leads”, but the sheer volume of cards coupled with their daily work load precluded them from making much progress. So nothing much happened until the next trade show when they’d add to their business card collection. After a few of these cycles, the client asked for my help. I interviewed a few of the

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