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Lillian Vernon’s Million-Dollar Mistake

“Lillian Vernon’s Million-Dollar Mistake” A fantastic failure taught this consummate catalog entrepreneur as much, if not more than, her many successes. Lillian Vernon is the stuff of entrepreneurial legend: The mail-order business launched on her kitchen table is now publicly traded with 1998 revenues in excess of $250 million.A Valuable Lesson But she and her Lillian Vernon Corp. learned perhaps…

Your Move — Through the Looking Glass

“Your Move — Through the Looking Glass” It’s imperative to know what makes you unique and how customers perceive you. Tom ZahniserIf you’re like most entrepreneurial leaders, surviving isn’t enough. You want to take your business to the next level. But that’s no easy feat. Some people have a knack for being at the right place at the right time;…

Nifty Products Aren’t Enough

“Nifty Products Aren’t Enough” ‘Value added’ may be an overused buzzword — but it’s an important one if you want to be a market leader. It’s not enough to have a great product or service — copycats are always on the prowl. The key to surviving and thriving in a competitive landscape, entrepreneurs agree, is to continually differentiate yourself and…

How to Create Your Company’s Identity

“How to Create Your Company’s Identity” Your company and/or product identity impacts your bottom line. A positive company and product identity enhances your sales and your entire marketing communications plan. This guide explains how you can create and project an image that will help you sell your product or service. WHAT TO EXPECTThis Business Builder examines the importance of your…

Armstrong’s Secret Weapon: Creativity

“Armstrong’s Secret Weapon: Creativity” When advised to “loosen up,” a sales manager at Armstrong International dreamed up an imaginative Christmas card: He was photographed in a Santa Claus suit sitting on a pump trap — one of the company’s core products.The card generated more response from customers than had a previous promotional mailer, prompting the manager to continue the creativity….

Don’t Put Me on Hold

“Don’t Put Me on Hold” Speedy customer service is what consumers want from their online services, whether it’s a mortgage lender or wireless-communication vendor, according to a study from Mobius Management Systems, a provider of Web-based software.Ninety-one percent of survey respondents said they would change vendors if it took longer than 10 minutes to connect to a live customer service…

Bring ‘em Back

“Bring ‘em Back” Strategies to keep customers loyal to your business. Repeat business is critical to your company’s success, but the trick is to find out what entices customers to return again and again.Try this: Remove your entrepreneur’s hat for a moment and take the role of customer. Think of one product or service that you’ve bought lately, then answer…

Predicting Customers’ Purchasing Patterns

“Predicting Customers’ Purchasing Patterns” You don’t need psychic powers to read your customers’ minds — just a little high-tech help.Customer-relationship-management software uses artificial intelligence and advanced information-modeling techniques to deliver meaningful data about purchasing patterns and behavior. “The more I know about you, the more I can tailor the products or promotions I offer you,” says Gene Alvarez, senior analyst…

You Talkin’ to Me?

“You Talkin’ to Me?” Taking time out to get customer feedback pays off. If you want to know what your customers really think of your company, products and services, ask them.Common sense? Perhaps. But it may be just what the doctor ordered if you’ve been relying too much on your salespeople, service reps or marketing staff to tell you about…

Extreme Measures — Seeing Red

“Extreme Measures — Seeing Red” A red Swingline stapler plays a pivotal role in “Office Space,” a 1999 film. As the dark comedy gained a cult following on video and cable, its fans deluged Swingline with calls and e-mails requesting red staplers.The only problem: Swingline didn’t make red staplers. A prop designer had created the movie version. When enterprising fans…