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I Advice - Catapult Your Business-How to Get Customers to Chase You Instead of the Other Way Around
1. Have an Event Marketing PlanCreate an event marketing plan that clearly defines your goals, budget and internal and external resources. The plan should be mapped out as specific as possible, but keep an open mind throughout the planning process. If you see that something is working better then other marketing initiatives, adjust your plan according…and vice versa.2. Brand Your Meeting or EventBranding your meeting or event with a look and feel sends a consistent message to your attendees and will attract their attention. The brand should carry through all promotional materials, including e-mails, the website and materials offered on-site.3. Use the WebHaving a website or a designated section on your company’s website for information about the meeting, conference or event is essential to providing information to attendees. You can provide a wealth of information for a fraction of the cost of sending that same information through the mail. Get your website up as soon as you can. If you don’t have complete information available, provide a way for people to sign u
Most of my clients really balk when we start talking about “make it measurable.” They are usually afraid to have to commit to something. And many have never even thought about what kinds of results could be measured.
I’ll get answers like “How can I put a measurement on it? I have so many different products. They are so different I can’t give you ONE answer.” Or, gee I don’t feel comfortable committing that I can do that.
I’ll not let them get away with that. Pick an average, pick the best you’ve ever done, the worst you’ve ever done. This is a thought process. And then let’s put something down on paper that you are willing to commit to. Let’s write down something that says, “most of our clients will get this…..” “the typical client will get this….”, and “I will absolutely guarantee that a client will get this…”
At first, many of my clients will feel that they are having to commit to something they don’t want to commit to. Well, guess what? That’s what will make you different. Pay close attention. These are the KEYs to catapulting your business forward.
Everyone else is selling generic stuff on every street corner. Just make sure that your statement is true and deliverable.
Believe me it works. I have people running over to me after chamber introductions to hear more. Or sometimes to say, “You can’t really do that….can you
The biggest factor in your restaurant's success will be how well you control your restaurant's expenses. This includes food, labor, advertising, equipment, management, rent, operating costs and the rest of your overhead costs. Here are some tips for controlling your costs to increase your profits.Inventory ControlHow well you control your inventory may well be the most important aspect deciding your restaurant's future. If you allow costs to spiral out of control and make poor decisions as far as choosing what menu items to serve and their ingredients, your restaurant won't last very long. However, you can maintain stringent control over your inventory and costs with a proper food costing and inventory program. This type of program will allow you to keep track of your inventory, monitor item pricing and specification, verify prices, check invoices against orders, create recipe cards, monitor taste and yield, scale recipes, cost your menu by category, evaluate item popularity and profit margin, calculate actual food and bar costs and compare actual versus projected costs. A good costing software program w
The Small Business Administration tells us that 80% of all small businesses will not make it more than 2 years, and by 5 years 90% will have gone out of business.
If that is the case, then why does every business out there try to be like the others? Most copy everything right down to the way everyone else in the same industry lays out their office.
The reasons I get from clients
Can we then assume that they are all wrong? Yes! At least 80% of them!
Finding How to Be Different Will Bring More Success Faster Than Trying to Be Like Everyone Else
For most companies there is someone just like you on literally every street corner in the world. Isn’t it a little hard to get noticed standing in a crowd that all look alike?
If you want to be noticed, don’t you have to look different, do something that would make you stand head and shoulders above that crowd?
I’m going to give you two points here that, if you decide to follow them, will make your business so visible that people are chasing you to buy from you instead of the other way around. It will make your business a magnet, pulling customers in.
Finding Your Unique Selling Proposition, That Thing that Makes you so visible above the crowd that they are chasing you
When I’m working with my executive business coaching clients I spend a significant amount of our time trying to find what would make my clients different. This one idea alone can make you super successful if you find your powerful unique selling proposition.
Let’s start a worksheet on a piece of paper. On the far left create a column called Products/Features/Services, and list all of your products, your features, your services down that column. List each on their own line down the left side.
Next to that create a column, label it, “Benefits, What would a client get from buying my product or service. This is an answer to “Why buy my product (service).”
Don’t worry about perfection here. This is a thought process that will get better the more you think about it, and until you start writing down your thoughts it isn’t going to get better. So start now. This is a process. You’ll find that your early answers will be rather weak and wishy washy. You might not think so when you first write them down, but I’ll guarantee that the more you review this each time you’ll look back and realize how far off target you’ve been when talking about your product before, and probably still are in the early phases of what we are doing right now.
Make sure that, as you write the answers in each column to the right, that they line up with a product or service on the same line of the first column. So, answer the same question for each product or service.
The next column to the right is “Why buy it from me?” In other words, if someone has already decided to buy the product based on the benefit you just wrote in the 2nd column, and IF there really is someone just like me on every street corner, then give a reason why they should buy from you, or even better, why should you be noticed above that crowd on every street corner. A quick suggestion: Before you go where everyone else goes—your answer shouldn’t have anything to do with being less expensive. If you go there you’ll lose. Everybody else is already there. You’ll just be looking like everybody else anyway. Take your best shot at this, we’ll come back and get it better later.
Now, the last column:
• Take both the Why buy the product?
• And Why Buy it from me?
• And turn them into measurable results.
Finding the right measurable result is where you’ll find your opportunity to stand out above the crowd, where you’ll find a statement that will make your company a magnet to customers.
I want you to step back and really look at all of those answers. Did you answer all of the questions based on what benefit the customer really receives? Or was it still about the product/service, was it kind of iffy, wishy washy, weak?.
I’ll use one of my client’s businesses. He is a business coach as well. I coach the coaches, a business advisor to business advisors. His product is business coaching, training, sales training.
Now for the benefit a customer might receive: It’s almost too easy to say education, better skills, but that’s not digging deep enough.
Benefits:
Increased business, increased bottom line, easier to run business. In my opinion that is still a little weak. But let’s move on so that you get the idea. And I suggest you do the same. Get the ideas down at first. Then, after completing all of the other columns come back and look at it with the new ideas that will have been generated.
Why buy it from me?
It’s a little too easy to say that he gives them training, or does it at a better price than others. If he digs deep enough, he gives them results instead of training. Where most companies provide training for a day, he’ll ask the client what he wants and dig for that deeper answer, and then focus on delivering results, not just training. Still not where I want it. It’s still weak.
For the measurements:
Small business clients that act on the ideas they generate together double their business in 3-4 weeks, and he’ll guarantee a 2:1 ROI on his fee.
Now if I go back to Why buy it from me, and add, “giving results (and how much, make it measurable, do you double a business? A really good coach can.), and doing it in 3-4 weeks” instead of just some time we’re starting to reach that really powerful statement.
Using what you find in the measurable part in your marketing, in your elevator speech, you’ll find people noticing you for a change. You’ll start to see marketing results go up 5-10 times. When you use this in a networking event you’ll have the room coming over to find out more.
Most of my clients really balk when we start talking about “make it measurable.” They are usually afraid to have to commit to something. And many have never even thought about what kinds of results could be measured.
I’ll get answers like “How can I put a measurement on it? I have so many different products. They are so different I can’t give you ONE answer.” Or, gee I don’t feel comfortable committing that I can do that.
I’ll not let them get away with that. Pick an average, pick the best you’ve ever done, the worst you’ve ever done. This is a thought process. And then let’s put something down on paper that you are willing to commit to. Let’s write down something that says, “most of our clients will get this…..” “the typical client will get this….”, and “I will absolutely guarantee that a client will get this…”
At first, many of my clients will feel that they are having to commit to something they don’t want to commit to. Well, guess what? That’s what will make you different. Pay close attention. These are the KEYs to catapulting your business forward.
Everyone else is selling generic stuff on every street corner. Just make sure that your statement is true and deliverable.
Believe me it works. I have people running over to me after chamber introductions to hear more. Or sometimes to say, “You can’t really do that….can you?
I encourage each of you beef cattle breeders to consider these four steps in your Beef Cattle Marketing program.BUILD THE RIGHT PRODUCT There is no question that the most important thing in seedstock marketing is to develop the right product. That product is cattle with the kind of genetics that satisfy customers, solve problems and make money. To do this a breeder not only needs good cattle, he must also define a primary market area and learn what the majority of potential customers within that area need and want. And this is not a one-time thing. Keeping up with customer demand is an ongoing proposition.GET THE RIGHT ATTITUDE Public relations is the next logical step in marketing. It can do things that are very difficult to accomplish with advertising. PR can personalize you and your business in a noncommercial way with someone else telling your story. Good PR involves knowing and gaining the respect of the leaders in your area who can help influence a cattle producer's buying decisions. Individuals like livestock extension specialists, feed and equipment dealers, youth leaders, bankers etc.
Finding Your Unique Selling Proposition, That Thing that Makes you so visible above the crowd that they are chasing you
When I’m working with my executive business coaching clients I spend a significant amount of our time trying to find what would make my clients different. This one idea alone can make you super successful if you find your powerful unique selling proposition.
Let’s start a worksheet on a piece of paper. On the far left create a column called Products/Features/Services, and list all of your products, your features, your services down that column. List each on their own line down the left side.
Next to that create a column, label it, “Benefits, What would a client get from buying my product or service. This is an answer to “Why buy my product (service).”
Don’t worry about perfection here. This is a thought process that will get better the more you think about it, and until you start writing down your thoughts it isn’t going to get better. So start now. This is a process. You’ll find that your early answers will be rather weak and wishy washy. You might not think so when you first write them down, but I’ll guarantee that the more you review this each time you’ll look back and realize how far off target you’ve been when talking about your product before, and probably still are in the early phases of what we are doing right now.
Make sure that, as you write the answers in each column to the right, that they line up with a product or service on the same line of the first column. So, answer the same question for each product or service.
The next column to the right is “Why buy it from me?” In other words, if someone has already decided to buy the product based on the benefit you just wrote in the 2nd column, and IF there really is someone just like me on every street corner, then give a reason why they should buy from you, or even better, why should you be noticed above that crowd on every street corner. A quick suggestion: Before you go where everyone else goes—your answer shouldn’t have anything to do with being less expensive. If you go there you’ll lose. Everybody else is already there. You’ll just be looking like everybody else anyway. Take your best shot at this, we’ll come back and get it better later.
Now, the last column:
• Take both the Why buy the product?
• And Why Buy it from me?
• And turn them into measurable results.
Finding the right measurable result is where you’ll find your opportunity to stand out above the crowd, where you’ll find a statement that will make your company a magnet to customers.
I want you to step back and really look at all of those answers. Did you answer all of the questions based on what benefit the customer really receives? Or was it still about the product/service, was it kind of iffy, wishy washy, weak?.
I’ll use one of my client’s businesses. He is a business coach as well. I coach the coaches, a business advisor to business advisors. His product is business coaching, training, sales training.
Now for the benefit a customer might receive: It’s almost too easy to say education, better skills, but that’s not digging deep enough.
Benefits:
Increased business, increased bottom line, easier to run business. In my opinion that is still a little weak. But let’s move on so that you get the idea. And I suggest you do the same. Get the ideas down at first. Then, after completing all of the other columns come back and look at it with the new ideas that will have been generated.
Why buy it from me?
It’s a little too easy to say that he gives them training, or does it at a better price than others. If he digs deep enough, he gives them results instead of training. Where most companies provide training for a day, he’ll ask the client what he wants and dig for that deeper answer, and then focus on delivering results, not just training. Still not where I want it. It’s still weak.
For the measurements:
Small business clients that act on the ideas they generate together double their business in 3-4 weeks, and he’ll guarantee a 2:1 ROI on his fee.
Now if I go back to Why buy it from me, and add, “giving results (and how much, make it measurable, do you double a business? A really good coach can.), and doing it in 3-4 weeks” instead of just some time we’re starting to reach that really powerful statement.
Using what you find in the measurable part in your marketing, in your elevator speech, you’ll find people noticing you for a change. You’ll start to see marketing results go up 5-10 times. When you use this in a networking event you’ll have the room coming over to find out more.
Most of my clients really balk when we start talking about “make it measurable.” They are usually afraid to have to commit to something. And many have never even thought about what kinds of results could be measured.
I’ll get answers like “How can I put a measurement on it? I have so many different products. They are so different I can’t give you ONE answer.” Or, gee I don’t feel comfortable committing that I can do that.
I’ll not let them get away with that. Pick an average, pick the best you’ve ever done, the worst you’ve ever done. This is a thought process. And then let’s put something down on paper that you are willing to commit to. Let’s write down something that says, “most of our clients will get this…..” “the typical client will get this….”, and “I will absolutely guarantee that a client will get this…”
At first, many of my clients will feel that they are having to commit to something they don’t want to commit to. Well, guess what? That’s what will make you different. Pay close attention. These are the KEYs to catapulting your business forward.
Everyone else is selling generic stuff on every street corner. Just make sure that your statement is true and deliverable.
Believe me it works. I have people running over to me after chamber introductions to hear more. Or sometimes to say, “You can’t really do that….can you
One thing I have found in sports, business, politics and even writing. That if you are training yourself, you had better be brutally honest, but perhaps we are our biggest critics. It does not matter if you are training yourself for sports to become a better writer. In writing of course, it is the easier path to hire a copyrighter, editor or an expert (safer too), but for those who take the path less traveled, well lets just say it is a very bumpy road, so beware. But I do believe the inner critic if you give it strength of character and consideration will follow you thru.The good thing about training yourself is that you will find new innovative ways of doing things, which can hyperspace you past the norm. The bad thing is that when you hyperspace you anger your opponents, make bigger corrections, create change and cause severe disruption while making yourself a target, highlighting your mistakes and of course causing chaos and controversy along the way! I have accepted all these, have you? And do not answer so fast, but consider this in your sales career.If you are going to train yourself you need disc
The next column to the right is “Why buy it from me?” In other words, if someone has already decided to buy the product based on the benefit you just wrote in the 2nd column, and IF there really is someone just like me on every street corner, then give a reason why they should buy from you, or even better, why should you be noticed above that crowd on every street corner. A quick suggestion: Before you go where everyone else goes—your answer shouldn’t have anything to do with being less expensive. If you go there you’ll lose. Everybody else is already there. You’ll just be looking like everybody else anyway. Take your best shot at this, we’ll come back and get it better later.
Now, the last column:
• Take both the Why buy the product?
• And Why Buy it from me?
• And turn them into measurable results.
Finding the right measurable result is where you’ll find your opportunity to stand out above the crowd, where you’ll find a statement that will make your company a magnet to customers.
I want you to step back and really look at all of those answers. Did you answer all of the questions based on what benefit the customer really receives? Or was it still about the product/service, was it kind of iffy, wishy washy, weak?.
I’ll use one of my client’s businesses. He is a business coach as well. I coach the coaches, a business advisor to business advisors. His product is business coaching, training, sales training.
Now for the benefit a customer might receive: It’s almost too easy to say education, better skills, but that’s not digging deep enough.
Benefits:
Increased business, increased bottom line, easier to run business. In my opinion that is still a little weak. But let’s move on so that you get the idea. And I suggest you do the same. Get the ideas down at first. Then, after completing all of the other columns come back and look at it with the new ideas that will have been generated.
Why buy it from me?
It’s a little too easy to say that he gives them training, or does it at a better price than others. If he digs deep enough, he gives them results instead of training. Where most companies provide training for a day, he’ll ask the client what he wants and dig for that deeper answer, and then focus on delivering results, not just training. Still not where I want it. It’s still weak.
For the measurements:
Small business clients that act on the ideas they generate together double their business in 3-4 weeks, and he’ll guarantee a 2:1 ROI on his fee.
Now if I go back to Why buy it from me, and add, “giving results (and how much, make it measurable, do you double a business? A really good coach can.), and doing it in 3-4 weeks” instead of just some time we’re starting to reach that really powerful statement.
Using what you find in the measurable part in your marketing, in your elevator speech, you’ll find people noticing you for a change. You’ll start to see marketing results go up 5-10 times. When you use this in a networking event you’ll have the room coming over to find out more.
Most of my clients really balk when we start talking about “make it measurable.” They are usually afraid to have to commit to something. And many have never even thought about what kinds of results could be measured.
I’ll get answers like “How can I put a measurement on it? I have so many different products. They are so different I can’t give you ONE answer.” Or, gee I don’t feel comfortable committing that I can do that.
I’ll not let them get away with that. Pick an average, pick the best you’ve ever done, the worst you’ve ever done. This is a thought process. And then let’s put something down on paper that you are willing to commit to. Let’s write down something that says, “most of our clients will get this…..” “the typical client will get this….”, and “I will absolutely guarantee that a client will get this…”
At first, many of my clients will feel that they are having to commit to something they don’t want to commit to. Well, guess what? That’s what will make you different. Pay close attention. These are the KEYs to catapulting your business forward.
Everyone else is selling generic stuff on every street corner. Just make sure that your statement is true and deliverable.
Believe me it works. I have people running over to me after chamber introductions to hear more. Or sometimes to say, “You can’t really do that….can you
Why is that? Why does about 3% of the population make all or most of the money while the other 97% stay broke and ticked off at the ones that are making all the money? This is true not only in the industry that I am in but in most industries in the world of business. Is the system set up that way? Only the ones that have been there the longest make the most money? I think not.The fact of the matter is…..when you are faced with an obstacle, and it seems almost impossible, what goes through your mind? What is your thought process? I’m sure most people when asked whether or not they could climb Mount Everest the answer would be no or I can’t. Kids are being taught in this day and age to accept failure in a round about way. And if you are a parent you may be contributing to this but may not have a clue that you are. For example: What do most kids say when they are faced with an obstacle? The all famous words….I can’t. Now, most parents I assume will probably help their child accomplish the task at hand. But how does that help the child? What does the child learn from that? He learns to accept failure and to depend
Benefits:
Increased business, increased bottom line, easier to run business. In my opinion that is still a little weak. But let’s move on so that you get the idea. And I suggest you do the same. Get the ideas down at first. Then, after completing all of the other columns come back and look at it with the new ideas that will have been generated.
Why buy it from me?
It’s a little too easy to say that he gives them training, or does it at a better price than others. If he digs deep enough, he gives them results instead of training. Where most companies provide training for a day, he’ll ask the client what he wants and dig for that deeper answer, and then focus on delivering results, not just training. Still not where I want it. It’s still weak.
For the measurements:
Small business clients that act on the ideas they generate together double their business in 3-4 weeks, and he’ll guarantee a 2:1 ROI on his fee.
Now if I go back to Why buy it from me, and add, “giving results (and how much, make it measurable, do you double a business? A really good coach can.), and doing it in 3-4 weeks” instead of just some time we’re starting to reach that really powerful statement.
Using what you find in the measurable part in your marketing, in your elevator speech, you’ll find people noticing you for a change. You’ll start to see marketing results go up 5-10 times. When you use this in a networking event you’ll have the room coming over to find out more.
Most of my clients really balk when we start talking about “make it measurable.” They are usually afraid to have to commit to something. And many have never even thought about what kinds of results could be measured.
I’ll get answers like “How can I put a measurement on it? I have so many different products. They are so different I can’t give you ONE answer.” Or, gee I don’t feel comfortable committing that I can do that.
I’ll not let them get away with that. Pick an average, pick the best you’ve ever done, the worst you’ve ever done. This is a thought process. And then let’s put something down on paper that you are willing to commit to. Let’s write down something that says, “most of our clients will get this…..” “the typical client will get this….”, and “I will absolutely guarantee that a client will get this…”
At first, many of my clients will feel that they are having to commit to something they don’t want to commit to. Well, guess what? That’s what will make you different. Pay close attention. These are the KEYs to catapulting your business forward.
Everyone else is selling generic stuff on every street corner. Just make sure that your statement is true and deliverable.
Believe me it works. I have people running over to me after chamber introductions to hear more. Or sometimes to say, “You can’t really do that….can you
A recent Wall Street Journal article, lead with, "The cold call won't die." Couldn't help but wonder, why in the world anyone who sells for a living would want the cold call to die in the first place.Do the math. Sellers of professional services look for 20-25 new clients a year. Then, ask yourself, what faster way is there to reach prospects them than by telephone? With the right mindset, words and delivery on the part of the seller, you will quickly begin to hear money making sounds like cha-ching.90-seconds of phone time you have with prospects are pure gold.We are not talking about the "burn and churn tactics" of call centers that count on more than 300% turnover of telemarketers each year. We are talking about sales professionals who cold call people they have not met yet to let prospects know about the value gleaned by those who take advantage of their products and services.Here's a radical action step for you.For one week do a minimum of 5 calls a week or a maximum of 5 calls a day. If you are a seller who makes 100 calls a day now here this. The instruction to make five calls
Most of my clients really balk when we start talking about “make it measurable.” They are usually afraid to have to commit to something. And many have never even thought about what kinds of results could be measured.
I’ll get answers like “How can I put a measurement on it? I have so many different products. They are so different I can’t give you ONE answer.” Or, gee I don’t feel comfortable committing that I can do that.
I’ll not let them get away with that. Pick an average, pick the best you’ve ever done, the worst you’ve ever done. This is a thought process. And then let’s put something down on paper that you are willing to commit to. Let’s write down something that says, “most of our clients will get this…..” “the typical client will get this….”, and “I will absolutely guarantee that a client will get this…”
At first, many of my clients will feel that they are having to commit to something they don’t want to commit to. Well, guess what? That’s what will make you different. Pay close attention. These are the KEYs to catapulting your business forward.
Everyone else is selling generic stuff on every street corner. Just make sure that your statement is true and deliverable.
Believe me it works. I have people running over to me after chamber introductions to hear more. Or sometimes to say, “You can’t really do that….can you?”
Back to my coaching client example: Sales went through the roof when he was willing to stand up and commit to doubling someone’s business, or doubling the output of some specific part of a business, if they, in turn, would just act on the ideas, and then guarantee a 2:1 ROI against the fee. That’s measurable. That’s a very visible, clear definition of results.
Measurable results in an elevator speech, ads, brochures, wherever your getting out there to be seen will become so powerful of a statement that your business will magnetically be pulling customers in faster than you could possibly imagine.
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