Category Archives: Essential News

Here’s a simple test you can perform: Ask any business owner, any manager, any entrepreneur or any professional why their prospects or customers should buy from them, and you’ll most likely hear something like, “Because we offer the highest quality products, the best service, the fastest delivery and the lowest prices around.”

 

But really, what do you learn from that kind of statement? That kind of answer does absolutely nothing to compel you to want to know more, or to nearly force you to get out of your chair, pick up the phone and call, or to get in your car and drive to the place of business, or to fill out and mail in a response card.

 

In fact, just the opposite. You’ve heard this kind of “ho-hum” statement so many times before by countless other businesses, that you no longer pay any attention to such statements.

 

Competition in business today is so keen, products and services are so similar, and prices are so cutthroat, that it’s difficult, in fact nearly impossible in almost any industry, business or profession, to maintain for any predictable length of time, a competitive advantage because of the products or services a business offers, or the prices they charge.

 

The simple truth is, that if you can’t give your prospects and customers clear and compelling reasons to do business with you, you can never expect for your business to be any better than any of your competition. And you’ll just be another “me-too” business – at least in the eyes of your customers. And since they’re the one’s with the money, that’s the only place that matters.

 

To be competitive in the marketplace today, you must differentiate yourself and your business from any and all other options your prospects and customers have to choose from. In effect, you’ve got to stand out not only as the most logical choice for your customers to buy from, but the only choice they have.

 

That differentiating factor has to be as clear and compelling as FedEx’s, “When it absolutely, positively has to get there overnight” was for them. There was no question in the minds of the buying public that when something was so important or urgent that it had to be delivered the next day, that the only one who could get it there was FedEx. Not, not the Post Office, not anyone.

 

Coming up with your own unique differentiating factor – that one thing that no one else can offer, or that preempts anyone else who markets the same products or services as you, is critical. And when you can articulate it in such a way as to capture a unique position in the minds of your prospects and customers, you will gain a very competitive edge, and your competition won’t stand a chance.

 

Looking for more ways to improve your sales? Well, let’s look into the facts (your marketing efforts) first before we talk about figures! Have you been going all-out in your marketing efforts? Do you think you’re doing enough for people to notice your products or the services you offer?

Here are a few easy-to-implement and cost-effective things you can do…

To get more customers…

• Select a target that you can serve effectively.
• Create an identity in that market, and become widely known as the recognized “expert.”
• Develop a marketing message that compels your prospects to contact you to learn more about how you can help them.
• Establish a proactive referral program that converts your existing customers into deliberate centers of influence.

 

To get more dollars from each sale…

• At the time of purchase, suggest a money-saving larger size.
• Suggest add-on items, or other items or services that will compliment the original purchase.
• Combine several related items into a package that would cost less than if purchased separately, but will sell for a higher total price.

 

To get customers to buy from you more often…

• Learn your customer’s needs, wants and desires, and create special offers or incentives for them to return to buy again.
• Develop a program of regular communication with your customers, i.e., newsletter, e-zine, postcards, fax, etc. Keep them informed on what’s new, etc.
• Contact them before they need to renew or purchase another product. This helps keep them away from the competition.

 

To increase your customers’ average buying lifetime…

• Call on your customers from time to time and let them know you’re thinking about them.
• Follow up with your customers to see how they’re enjoying or benefiting from using your products or services.
• Treat your customers with respect and appreciation. Show them you care about them.

 

Remember, your customers are the lifeblood of your business. Without them, you have no business. Take care of them, and they’ll make you a fortune.

Results. That’s all that counts in business. Results. And results means revenue.

 

Any promotion worth putting your time, money and effort behind, is worth measuring how well it performs. Only by knowing what kinds of results a certain marketing effort produces, can you determine whether or not to run it again, or what you may need to do to change or tweak it in order to make it more effective.

 

It’s absolutely amazing how many business owners don’t understand this simple concept. They’ll let the Yellow Pages advertising salesperson sell them an ad in their local phone book, let the phone company ad department layout the ad, then let the ad run with no way of knowing whether or not a prospect called or a customer was obtained as a result of that ad.

 

The ad has no “accountability” or “measurability.” So, next year, the same ad gets run, the same results are had, and the business owner continues to complain about how poor business is.

 

And the same thing happens with his or her newspaper ads, magazine ads, direct mail campaigns, Val-Pak marketing and every other type of marketing they do.

 

As an astute business person, you should never even consider running an ad or executing a mailing campaign or promotion without having some type of response mechanism to measure the results.

 

You wouldn’t think of ordering and paying for a product… any kind of product, and then not checking to see if you received it.

 

Yet, many business owners will run ads in their newspaper, magazines, Money Mailer, or Val-Pak, or send out a mailing and never even bother to see what kind of results the ad produced.

 

I know it’s crazy. But it happens every day. And millions of dollars are wasted because of it.

 

Some people even go so far as to say, “Well, my advertising isn’t to bring in customers right away. Its purpose is to keep our name in front of our prospects and create ‘top-of-mind-awareness’ so when they’re ready, they’ll remember me.”

 

Well, top of mind awareness is important. There’s no question about that. But you can’t afford to operate your business on “deferred results.”

 

Each of your ads and mailings must have a definite, targeted purpose. And each ad must be measured to see that it, in fact, does accomplish that purpose.

 

Want to know more tips about managing clients specially the unexpected ones? See below tips to better your approach!

 

1. Determine which visitors are regulars.

 

Keep a log for a week or two, recording each person that comes to see you. Also record how much time they spend with you. Once you’ve got a clear picture of who’s coming and for how long, you can begin planning to handle these visitors.

 

You may choose to ask some of them to call you ahead of time and set an appointment. Others may be brief enough in their time that you hardly remember they were there. You might want to give some visitors a warning when they walk in of how much time you have.

 

For example, you may say, “Hi, Joe. I’ve got only about three minutes to talk to you, because I’m right in the middle of an important project.”

 

Or, “Hi, Joe. Listen, I’m right in the middle of an important project. Could we talk later this afternoon at 2 o’clock?”

 

2. Close your door when you want to discourage all drop‑ins.

 

Many management courses talk about maintaining an “open‑door policy” with employees. This is a statement in principle, however, not necessarily fact. Employees need to know their managers and supervisors are open and available to discuss their issues and needs. But this doesn’t mean at any time of the day that the employee deems convenient.

 

Respect is in order for both the employee’s and supervisor’s time. A request to meet should be made and a time to talk should be scheduled in a way that doesn’t interfere with either person’s work demands.

 

So, closing the door to minimise interruptions isn’t an indication of inaccessibility. But it will do wonders at stopping the traffic from veering into your office. While most people don’t think twice about wandering in through an open door; they’ll stop and think twice before turning a knob to open one if they don’t have something important to discuss.

 

If someone does knock at your door, go to the door yourself rather than inviting them to walk in. Step out into the hall and talk with them. This will help keep the conversation short. You can determine whether to invite your visitor to come in and sit down depending on how urgent or important the issue is.

 

3. Arrange your office equipment strategically.

 

Arrange your desk so you’re sitting with your back facing the door. Just as people are less likely to approach a closed door, they’re also less likely to approach someone who has their back toward them and who seems busy with their work. People will tend to just walk by rather than step in and run the risk of startling someone who’s working diligently.

 

4. Keep the amenities in your office to a bare minimum.

 

The room or office in which most people like to gather in is the one with the softest chairs, candy dishes, and the coffeepot or teapot. Although it’s nice to have a comfortable atmosphere in your office for both your pleasure and the comfort of those you do see, making the place too attractive for people will only crowd you right out.

 

5. Greet unexpected drop‑ins by standing up as they come in the door.

 

Remain standing as you speak to them; come to the front of your desk if you can and keep them standing, too. This isn’t an effort to be mean. It’s simply a silent way of using body language to indicate you’re busy and don’t have time to sit and chat. Most people will get the message quite clearly and will get to business and then go.

 

For the ones who don’t read body signals too well, be honest with them and tell them you’re busy and don’t have the time to talk right now. If they need more time, ask them to schedule a time with you so you can block it out on your schedule. If, while in your office the discussions seem to be dragging on, politely put them to an end by asking your visitor if you can resume later, when you have some free time.

 

6. Meet others in their office.

 

When you do this, you can choose to get up and walk away once your business is finished.

 

7. Set up a time to accept visitors and get your secretary to set appointments, if you have one. Otherwise you set the appointments yourself.

 

Depending on when your peak times are, you can set up an hour or two a day to see visitors. For example, if you work best in the morning, then set up a time to see visitors ‑ whether your employees, managers, and so on ‑ in the afternoon, say, from 3:00 to 4:00 And, if you do your most productive work in the afternoon, then set up a time to see visitors in the morning, say, from 9:30 to 10:30.

 

If you have a secretary or an office assistant who’s quite familiar with your work, then he or she may be able to handle some of your visitors, saving you a lot of time while keeping your visitors happy. Often, what a lot of visitors need are just a few simple answers, which your secretary or assistant may be able to help them with.

 

8. Use natural breaks in your day to schedule meetings.

 

Lunch meetings are a way of life in Australia. Coffee breaks can also work well.

 

These eight strategies for handling walk‑in visitors have been very effective for countless people who have found themselves interrupted by well‑meaning, but sometimes thoughtless, or even inconsiderate people.

 

Put as many of these strategies ad you can, into action. And do it as soon as possible ‑ you’ll be amazed at the enormous amount of time you can save.

Do what you do so well, that when others see you do it, they want to see you do it again, and will bring others to see you do it.

 

That quote comes from Walt Disney. It was the strategy he used for marketing Disneyland, and he said it could apply to any business, regardless of what that business sold or offered.

Broken down to its individual components, it means this:

 

“Do what you do….” That’s what you do… not what anyone else does. It’s important that you do the things you (or your business) does the best. While it’s okay to emulate other successful businesses and copy some of the traits that made them successful, you should adopt those traits, add your own personality and adapt them to your business.

 

Do what you do… “so well….” That means excellence…not mediocrity. If you’re going to do something in business, do it with excellence. No longer is it possible to maintain…long-term, a competitive advantage because of your product or the price you charge. We live in a “me-too” world, where your customers can buy the same or very similar products to what you offer from any number of other suppliers for the same or less money. You must do what you do very well.

 

“…when others see you do it….” “Others” means your customers…the people who buy your products and/or services. When they see you do what you do (or buy what you sell, or deal with your company)… they,

 

“…want to see you do it again….” We call that, “repeat business.” Your offer was so good, or the way you dealt with your customers was so unique, that they want to come back for more… to see you do it again. Not only that, but they will…

 

“…bring others to see you do it.” That’s called “referral business.” When your customers like what you do and bring others to experience it, that business costs you nothing in hard marketing costs. It’s a result of word-of-mouth. It’s a personal endorsement of your products or services from a satisfied user. That’s the sincerest form of flattery, and the best form of advertising you can get.

 

You’re not trying to “meet” your customer’s expectations… you want to “exceed” them… to give them more than what they expected. Similar products and services can all be expected to perform in similar fashion. But when it comes to the attention, care and service we receive, we all have our perceptions of what “good” means.

This could be be nothing more than an ordinary quote but believe me, this is a golden marketing philosophy. A philosophy tested and proven throughout time. Why don’t you try it yourself?

Getting more money from each sale, or increasing the average transactional value of each sale – that is, getting more money from every purchase your customers make has the potential to add an immediate 30 to 40 percent in pure profits to your bottom line. Using this technique, and making a simple suggestion, fast food restaurants add millions in profits to their coffers every day. They use the strategies of:

 

Up-selling – not selling anything additional – just offering a larger size or more of the same item the customer is already purchasing. Super-sizing a drink or an order is an example of Up-selling.

 

Cross-selling, or suggesting that your customer buys an additional item that they didn’t intend to purchase, is another effective way to increase the size of the order. Asking if a customer wants fries with their hamburger and drink is an example of how a fast food restaurant uses this technique.

 

Packaging, bundling, or combining several items together and giving a discounted price is another way to get your customers to spend just a little more and get a better value. Happy meals or Value meals are an example of this technique.

 

Using these strategies sets your product or service above others. It actually increases the value of each sale.

Each of these techniques only adds a little more to the total cost of the meal, and aside from the actual hard costs of the additional products, that “little more” is pure profit since there are no advertising, marketing or acquisition costs involved.

What I found was, that most people have the concept of success and motivation mixed up.

 

Motivational speakers run around the country putting on seminars and selling their books and tapes telling people that if they get motivated, they can become successful. Well, to a certain extent, what they say is true. You do need to be motivated in order to be successful.

 

The fact is, however, that everybody is motivated to one extent or another. You’re either motivated to do something, or you’re motivated to do nothing. To do a little, or to do a lot. To study enough to pass a test, or not. To work hard and long enough, or smart enough to make a project, job or relationship succeed, or not.

 

Or to select a career or vocation that will enable you to live comfortably and enjoy life, or choose one that will just allow you to get by.

 

It’s up to each of us to make our own choices. But regardless of which choices we make, we are motivated enough to make the specific choices we make at the time we make them, and we must live with the consequences or results that follow those decisions.

 

Motivation and goals play a big role in the success of any business you can name.

Let me give you a real-life example of how this works.

 

 

One of the clients I consult with owns a restaurant. And for his business customers who like to take their clients to lunch, he offers a certain number of lunches for a pre-paid, discounted price. So what happens, is, he locks in his customer, gets his money up-front, and makes it convenient for everyone.

 

 

The customer simply signs the check, which includes the tip… no money changes hands during or after the lunch, and new customers are constantly being introduced to his restaurant. And many of those new customers take advantage of the same arrangement for their clients.

 

 

Here’s another example. The car wash where I take my cars, offers a special pre-paid, discounted card, that’s good for a certain number of car washes. It’s a great deal for me because I save money, and I can take my car to be washed even if my teenagers have gotten into my wallet and taken the last couple of dollars I had.

 

 

And when my card is filled, then I’ve got a free wax job coming. And it’s a good deal for the car wash too, because they’ve gotten their money up front and have locked me out of the competition. Here’s one more. The store my wife buys shoes from offers a “points” program. Every so often, she receives a notice in the mail informing her of how many points she’s accumulated.

 

 

She may not have been to that store for quite a while, but when she gets that notice and sees the credit she has coming she nearly always makes it back to that store within just a couple of days. And she hardly ever leaves empty handed. Airlines offer upgrades and mileage bonuses for those who fly with them on a regular basis. And countless other businesses offer similar programs, as well.

 

 

Now, let’s apply this concept to you and your business.

 

 

What can you think of that you could do that will endear your customers to you? To lock them in and get them coming back more often… and even refer others to do business with you? Do you have an educational newsletter? Do you send postcards, or do you have a website that keeps them informed of new items and promotions? Do you hold special “Customer Appreciation Sales” or events? How about a frequent buyer club for your more loyal customers?

 

 

You see, you’ve to let your customers know that you value them… that you want them to come back… and you want to make doing business with you fun, risk-free and easy. Well, I’m sure you can see that the ideas are unlimited. And I’m sure you can probably think of a number of things you can apply in your business right away that will help you develop trust and loyalty with your customers.

 

 

There are more than two dozen different strategies you can use to create an almost magnetic effect that keeps your customers returning time and time again. That keeps them saying, “I’ll be back.” And that keeps them “insulated” from and locked out of your competition.

 

Learn about the best marketing strategies and win an advantageous trophy!

One of the worst things a business owner can do is to fall in love with their product, service or marketing strategy. Oftentimes, a person spends so much time developing the “ideal” program or strategy, and they get so close to it, that their objectivity goes right out the window. It’s important not to get blinded by how well you think your marketing efforts will pay off. Even with all the necessary research in place, nothing is certain. The real key is how the market responds to your efforts and offers.

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