Don’t let sunk costs rule your business

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Watch out for the sunk cost trap.Contractor: “I hate our new CRM system system.”

Me: “What don’t you ...

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Helping Your Customers Decide By Offering the Right Choices

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We like choices. Would you care for the red or white? An IPA or a Porter or a Bud Light? Maybe it’s the sense of control. There’s research suggesting that this is ...

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When Home Performance programs talk pricing, they often hurt the market

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Some efficiency programs do an excellent job undermining the market and the very contractors they’d like to enlist to make efficiency improvements. And when they start talking about pricing, most ...

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Ignoring Irrational Buying Behavior Means Fewer Energy Efficiency Purchases

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Predictably Irrational CoverCheck out Predictably Irrational by Dan Ariely.  Or just read his ...

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