If you have ever watched the television show “Are You Smarter Than A 5th Grader” then you know how the game is played. For those who have not seen it, the concept is quite simple. A contestant gets to pick from a small group of 5th graders to be their partner in answering a series of questions.
Children do a lot of things better than adults. For one thing they know how to live in the moment, while as adults we are either living in the past or looking to the future and have forgotten this very simple rule. As adults, we have so masterfully developed the habit of being judgmental. I know many people say they are not, but the reality is that we all make decisions throughout the day that places us in the judgmental category. Being judgmental is not a bad thing.
So what does this have to do with growing my business in this tough economy? Probably not a lot! But I have now made you aware of two things to consider and use in your business to your benefit: live in the moment and understand that you can make decisions that can affect your business in a positive way.
Let’s get to work. If you come to a stop sign, what are you going to do? Sitting there is probably not a very good option. You usually have three choices, turn right, left or go forward. You make the best choice that will keep you on the right course, and go. In your business, you need to not be stuck at the stop sign. Doing nothing is probably not going to change much in growing your business. You need to take charge in this very moment and make decisions.
Sometimes going back to the basics can bring huge rewards. I suggest that you seize the moment and go visit some of your competition. It doesn’t matter if you are a dentist, retail store operator or attorney. Go visit their places of business. Stay in the moment. Open your eyes and listen to all sounds.
I am certain you will see things that you can put in to action that will have positive results. You could learn something as basic as their use of bounce-back marketing and couponing. Perhaps they have flat screens strategically placed to entertain and inform. Maybe something as simple as a bowl of candy, or a coffee machine. Usually it is a combination of several little things that will make a bigger difference. I would also suggest if you have children that you invite them to join you. Don’t tell them why, and after you have left ask them what they liked about that particular business. I am certain they will see things differently than you.
Try this very simple test and I am confident you will learn many new ideas you can implement that will ultimately increase your sales and grow your business.
March 21, 2010
October 2, 2009
Differentiate To Win The Game – Article 9
If you read my previous eight blogs then you know how I keep stressing the importance of your customers being your most valuable asset to the success and growth of your business. Over my career I have worked with almost every category of business. In today’s very challenging economy what has brought you success in the past might not be good enough to keep you growing in the future
Let’s keep this simple and say that I own a neighborhood ice cream store. I do what most retail stores do; I advertise in the local newspapers, run in-store specials, give out flyers, donate product to the local schools and charities, etc. But my business is down 30% from last year and I let go a third of my staff and am working 6 days a week. Now what do I do?
Change the playing field!
You need to think about your business differently and create new opportunities. You have a lot of things you can do through technology. Facebook and My Space are great arenas to launch marketing campaigns. And best of all, it’s free. Never before in our history did you have media vehicles that cost nothing to utilize. It is so easy to create your own space and invite all your friends to visit you. Now you have their attention to be creative and differentiate.
Facebook and My Space offer advantages over creating your own website in that when you post something on your space, it appears on all your friends space as well. Now you can run online contests and draw new customers to your store. Invite your friends to create a new ice cream sundae, or come up with a new name for an ice cream flavor. The possibilities are endless and your exposure grows without limits. You will be amazed at how much response you will get and quickly through the power of the internet.
Be creative with your products. At the ice cream store you can have ice cream parties on Friday nights and hire a local music group to entertain. Dress your employees as cheerleaders to serve ice cream the old fashion way on roller skates. I am certain you can create a large list of fun things to do. How about an ice cream eating contest and invite the mayor and his commissioners to compete. You can donate some of the proceeds to the city. Look at the media attention that would draw.
Technology is only part of the plan. Think of other ways you can differentiate. Staying with the ice cream store scenario. How about going to the local businesses and getting their permission to sample ice cream for free on a designated date and time at their place of business. Their customers are sure to love this and in turn you can give out free ice cream cone cards to draw new customers to your store.
Doing the same old thing and complaining why your business is not doing well is not going to work in the long run. Be creative and have fun with this. Invite your employees or key executives to meet over lunch sponsored by you and open this up to everyone to throw out ideas. You will be amazed at how creative your people can be.
Until next time…
Let’s keep this simple and say that I own a neighborhood ice cream store. I do what most retail stores do; I advertise in the local newspapers, run in-store specials, give out flyers, donate product to the local schools and charities, etc. But my business is down 30% from last year and I let go a third of my staff and am working 6 days a week. Now what do I do?
Change the playing field!
You need to think about your business differently and create new opportunities. You have a lot of things you can do through technology. Facebook and My Space are great arenas to launch marketing campaigns. And best of all, it’s free. Never before in our history did you have media vehicles that cost nothing to utilize. It is so easy to create your own space and invite all your friends to visit you. Now you have their attention to be creative and differentiate.
Facebook and My Space offer advantages over creating your own website in that when you post something on your space, it appears on all your friends space as well. Now you can run online contests and draw new customers to your store. Invite your friends to create a new ice cream sundae, or come up with a new name for an ice cream flavor. The possibilities are endless and your exposure grows without limits. You will be amazed at how much response you will get and quickly through the power of the internet.
Be creative with your products. At the ice cream store you can have ice cream parties on Friday nights and hire a local music group to entertain. Dress your employees as cheerleaders to serve ice cream the old fashion way on roller skates. I am certain you can create a large list of fun things to do. How about an ice cream eating contest and invite the mayor and his commissioners to compete. You can donate some of the proceeds to the city. Look at the media attention that would draw.
Technology is only part of the plan. Think of other ways you can differentiate. Staying with the ice cream store scenario. How about going to the local businesses and getting their permission to sample ice cream for free on a designated date and time at their place of business. Their customers are sure to love this and in turn you can give out free ice cream cone cards to draw new customers to your store.
Doing the same old thing and complaining why your business is not doing well is not going to work in the long run. Be creative and have fun with this. Invite your employees or key executives to meet over lunch sponsored by you and open this up to everyone to throw out ideas. You will be amazed at how creative your people can be.
Until next time…
September 24, 2009
Permission Based Marketing Really Works – Article 8
This article is very basic in its content. Unfortunately, many businesses have let what I am about to discuss fall through the cracks. As a result, they never really know why they didn't get the desired results from some of their marketing programs.
Everyone today is probably familiar with the term “spam”. For those who are not, spam is the abuse of electronic messaging systems by sending unsolicited bulk emails indiscriminately. In simple terms, if I send you an email without your permission it will end up in your spam folder or depending upon your email settings, it might get deleted immediately without you ever knowing it was sent. Spam also applies to other forms of being contacted such as regular mail. How many pieces of "junk mail" do you throw in the trash every day?
Most businesses ask their customers to fill out forms that have a space to leave their email address as another method of being contacted. This is a very good business practice. Unfortunately, if you do not ask your customers to add you to their “safe sender” list on their email software settings you will most always get spammed and the email will never arrive. You might think you are doing a mailing to 1,000 customers when in reality it is possible that as little as 100 might receive it.
I keep talking about your customers being your best asset. If you are not cultivating great relationships with them, you are really throwing away lots of potential business. Every business without exception must ask all their customers to fill out a simple reply card. Give an incentive to get this done if you have to. Not only do you want to create a database that has all your customers email addresses, but with one click on an email distribution list you can reach hundreds and thousands of your customers.
Regardless of your business, the ability to reach your customers with information or incentives is critical to your growth. Also, it enables you to initiate one of the most effective forms of marketing, referrals. It is so easy to ask your customers, the people that I assume already are happy with your business or service to recommend you to a friend. And, for this you will give them an incentive. These referral programs can be very simple in concept, fun to execute and be tremendously successful.
Permission based marketing goes beyond just emails. Its core foundation is getting your customers to agree to want to receive future information from you. Information is a very powerful resource and many people, if given the choice, will agree to want to receive ongoing communications. Why would you spend money on postage mailing information to people who do not want to receive it?
I suggest that you revise your forms to include an area where you directly ask your customers for their permission for you to contact them. If you have a large category of products and services you can ask them to check the boxes that interest them. Also, ask for their preferred method of being contacted; mail or email. Perhaps phone or mobile might be appropriate.
This message is simple but very important. You need to get your customers permission for you to contact them in the future. If you fail to do this you could be wasting a lot of money and time sending information that never arrives or won't get read.
My next article will discuss “Differentiate To Win The Game”. Until next time.
Everyone today is probably familiar with the term “spam”. For those who are not, spam is the abuse of electronic messaging systems by sending unsolicited bulk emails indiscriminately. In simple terms, if I send you an email without your permission it will end up in your spam folder or depending upon your email settings, it might get deleted immediately without you ever knowing it was sent. Spam also applies to other forms of being contacted such as regular mail. How many pieces of "junk mail" do you throw in the trash every day?
Most businesses ask their customers to fill out forms that have a space to leave their email address as another method of being contacted. This is a very good business practice. Unfortunately, if you do not ask your customers to add you to their “safe sender” list on their email software settings you will most always get spammed and the email will never arrive. You might think you are doing a mailing to 1,000 customers when in reality it is possible that as little as 100 might receive it.
I keep talking about your customers being your best asset. If you are not cultivating great relationships with them, you are really throwing away lots of potential business. Every business without exception must ask all their customers to fill out a simple reply card. Give an incentive to get this done if you have to. Not only do you want to create a database that has all your customers email addresses, but with one click on an email distribution list you can reach hundreds and thousands of your customers.
Regardless of your business, the ability to reach your customers with information or incentives is critical to your growth. Also, it enables you to initiate one of the most effective forms of marketing, referrals. It is so easy to ask your customers, the people that I assume already are happy with your business or service to recommend you to a friend. And, for this you will give them an incentive. These referral programs can be very simple in concept, fun to execute and be tremendously successful.
Permission based marketing goes beyond just emails. Its core foundation is getting your customers to agree to want to receive future information from you. Information is a very powerful resource and many people, if given the choice, will agree to want to receive ongoing communications. Why would you spend money on postage mailing information to people who do not want to receive it?
I suggest that you revise your forms to include an area where you directly ask your customers for their permission for you to contact them. If you have a large category of products and services you can ask them to check the boxes that interest them. Also, ask for their preferred method of being contacted; mail or email. Perhaps phone or mobile might be appropriate.
This message is simple but very important. You need to get your customers permission for you to contact them in the future. If you fail to do this you could be wasting a lot of money and time sending information that never arrives or won't get read.
My next article will discuss “Differentiate To Win The Game”. Until next time.
September 18, 2009
Evaluate Your Ads With This Simple Test – Article 7
If you are a business owner or in some way involved with the advertising for your company, then this article is a must read. In all my years of marketing I would witness a very strange form of research. Whenever one of my clients would approve a new ad campaign they would always show it to their spouse, children, neighbor, hairdresser or golfing partner to get their approval? Why? That is the focus of this article.
When I would sit in on a creative session at my ad agency with my creative director and his team our goal was always to design a fresh creative concept for our clients that was based upon strong research and supportive demographics.. Many times our research would indicate that we needed to go out of the box to get the attention of our target market. In almost every situation where we would design something really different, our clients would reject the concept. When I would question them as to why, the answer was always the same. “Why can’t you just design an ad like (they would insert their competitor’s name). I realized then that most clients who are really not marketing people to begin with, just wanted a better ad than their competition. I call this “Me To Advertising”. Other industry people call it “Creating a Better Mousetrap”. As an example, if we were designing a produce ad and our competitors were all showing a Red Delicious Apple as their main visual. Our clients would never let us show an Orange. They would simply want a bigger or prettier Red Delicious Apple?
Let’s talk for a moment about designing ad campaigns that work. Simply put, you must have two factors working in your favor. First, your ad must be seen. And, second, it must be placed in the correct media. If you don’t have both then your advertising will fail. As an example, if I own a candy store and let’s assume for the moment that the ad campaign is excellent. To run your ads in a Weight Watchers magazine would be ridiculous. I know that is a silly example, but it makes the point.
In this blog, I only want to discuss how to get your ads seen. I will talk about media strategies in a later article. Regardless of where you advertise I can promise you that if no one sees your ad, there is no way it can work. Many advertisers forget that “less is more” when it comes to design. A cluttered ad will loose all its visibility. Especially, if it is a small ad running on a cluttered page.
Most clients love to put everything in their ads. Lot’s of products, photos, copy, coupons, mandatories, etc. Some of the most memorable and successful advertising has only a few words in the headline with a simple visual and lots of white space in their design.
It is impossible for me to generalize about any particular design concept, but I can talk about a simple test to make sure your ad is seen. Research has shown that when you look at an ad, brochure, direct mail piece or anything else visual, that your eye moves from the dark areas first and then to the light areas. So what I want you to do is take your ad, don’t look at it, turn it upside down and hold it arms length away. Now quickly look at it for just a moment and then turn away again. Now turn the ad right side up and look at the dark areas that you eye had gone to first. In most instances it is something not very important to your message. Many times it is a dark border, map, photo montage, etc.
You must design your ads the way your want the reader to read it. Whatever is most important in your message needs to be the most visual. I promise that if you start evaluating your ad designs based upon this very simple test, you will get much better results from your advertising
My next article is titled “Invest In Technology To Increase Your Market Share”. Until next time.
When I would sit in on a creative session at my ad agency with my creative director and his team our goal was always to design a fresh creative concept for our clients that was based upon strong research and supportive demographics.. Many times our research would indicate that we needed to go out of the box to get the attention of our target market. In almost every situation where we would design something really different, our clients would reject the concept. When I would question them as to why, the answer was always the same. “Why can’t you just design an ad like (they would insert their competitor’s name). I realized then that most clients who are really not marketing people to begin with, just wanted a better ad than their competition. I call this “Me To Advertising”. Other industry people call it “Creating a Better Mousetrap”. As an example, if we were designing a produce ad and our competitors were all showing a Red Delicious Apple as their main visual. Our clients would never let us show an Orange. They would simply want a bigger or prettier Red Delicious Apple?
Let’s talk for a moment about designing ad campaigns that work. Simply put, you must have two factors working in your favor. First, your ad must be seen. And, second, it must be placed in the correct media. If you don’t have both then your advertising will fail. As an example, if I own a candy store and let’s assume for the moment that the ad campaign is excellent. To run your ads in a Weight Watchers magazine would be ridiculous. I know that is a silly example, but it makes the point.
In this blog, I only want to discuss how to get your ads seen. I will talk about media strategies in a later article. Regardless of where you advertise I can promise you that if no one sees your ad, there is no way it can work. Many advertisers forget that “less is more” when it comes to design. A cluttered ad will loose all its visibility. Especially, if it is a small ad running on a cluttered page.
Most clients love to put everything in their ads. Lot’s of products, photos, copy, coupons, mandatories, etc. Some of the most memorable and successful advertising has only a few words in the headline with a simple visual and lots of white space in their design.
It is impossible for me to generalize about any particular design concept, but I can talk about a simple test to make sure your ad is seen. Research has shown that when you look at an ad, brochure, direct mail piece or anything else visual, that your eye moves from the dark areas first and then to the light areas. So what I want you to do is take your ad, don’t look at it, turn it upside down and hold it arms length away. Now quickly look at it for just a moment and then turn away again. Now turn the ad right side up and look at the dark areas that you eye had gone to first. In most instances it is something not very important to your message. Many times it is a dark border, map, photo montage, etc.
You must design your ads the way your want the reader to read it. Whatever is most important in your message needs to be the most visual. I promise that if you start evaluating your ad designs based upon this very simple test, you will get much better results from your advertising
My next article is titled “Invest In Technology To Increase Your Market Share”. Until next time.
September 15, 2009
Operate Your Business Like A Retail Store – Article 6
Many of the most effective strategies for growing your business go back to the basics of Marketing 101. This may be a boring article in that you might read this and tell yourself that you learned nothing new. I would hope you might consider a different point of view.
How many times have you gone into a store, restaurant or office and found the magazines were 3 years old? The store looked dirty? The bathrooms had trash on the floor? Or the waiter or waitress was rude? I know it happens all the time to me. I am sure you have heard the expression that a bad waitress can bankrupt a restaurant in 3 years time. I am not sure how true that is but the point is clearly made.
From the moment a person enters your business until at least thirty days after they leave you must be better than the rest of your competitors. A positive environment will keep your customers in a positive mood. After all, business growth comes from capturing more market share which means doing things better than the rest.
Some of the most basic and minor changes can transform the ordinary into the extraordinary! I suggest that you ask a friend who has not been to your business and his wife to do a little evaluating for you. It may be challenging to find a friend that has never been to your business. If that is the case, then ask a neighbor or parent from your children’s school for example to do this project for you. Give them an incentive if you need to. Perhaps take them to dinner, or give them something for free if your store provides a product that lends itself to that.
You need to have your business critiqued as your customers see you with fresh eyes and clear objectivity. You want to ask three different groups to visit your business. It would be best if you are not involved, so ask one of your managers to greet them and show them around. Remember this can be done for all businesses including; a dentist’s office, law firm, retail store, bank, etc. Don’t forget that your customers are your best asset and if not merchandised properly they can produce a negative return.
Prepare a checklist to give these people to evaluate and critique their visit. You want to know their first impression all the way through to their last impression. Take the information from the three visits and summarize their comments. You will most likely be shocked at what you learn. It’s not that your magazines might be outdated, or the trash cans were overflowing. Rather, the combination of all their comments can indicate your needing to do some modifications to your business. Remember, when you go to your office you are used to your environment and don’t see things as your customers do.
Something as simple as adding a flat screen television or a couple computer work stations or music can totally change a persons experience in your business. Be creative and consider their age ranges and I am sure you can make lots of changes that don’t cost very much money that will really have impact. Something as simple as coloring books for children can really work.
Your job is not done when your customers leave your business. Actually the process of growth is just beginning. Within 24 hours of their visit you need to thank them. It can be as simple as a pre-printed post card with a hand written note thanking them. It could have an incentive for them to come visit you again. Regardless of what you send, the impact must be that you care about them. It is best if you develop a 3-part follow up program. The first piece goes out immediately, the second and third each about ten days apart. The content of your message does not matter as much as letting your customers know how important they are to you.
If you follow these very basic steps you will be surprised not only by the many new positive comments your customers will make to you, but also seeing the faces of new customers visiting your business for the first time.
My next article is titled “Evaluate Your Ads With This Simple Test” Until next time.
How many times have you gone into a store, restaurant or office and found the magazines were 3 years old? The store looked dirty? The bathrooms had trash on the floor? Or the waiter or waitress was rude? I know it happens all the time to me. I am sure you have heard the expression that a bad waitress can bankrupt a restaurant in 3 years time. I am not sure how true that is but the point is clearly made.
From the moment a person enters your business until at least thirty days after they leave you must be better than the rest of your competitors. A positive environment will keep your customers in a positive mood. After all, business growth comes from capturing more market share which means doing things better than the rest.
Some of the most basic and minor changes can transform the ordinary into the extraordinary! I suggest that you ask a friend who has not been to your business and his wife to do a little evaluating for you. It may be challenging to find a friend that has never been to your business. If that is the case, then ask a neighbor or parent from your children’s school for example to do this project for you. Give them an incentive if you need to. Perhaps take them to dinner, or give them something for free if your store provides a product that lends itself to that.
You need to have your business critiqued as your customers see you with fresh eyes and clear objectivity. You want to ask three different groups to visit your business. It would be best if you are not involved, so ask one of your managers to greet them and show them around. Remember this can be done for all businesses including; a dentist’s office, law firm, retail store, bank, etc. Don’t forget that your customers are your best asset and if not merchandised properly they can produce a negative return.
Prepare a checklist to give these people to evaluate and critique their visit. You want to know their first impression all the way through to their last impression. Take the information from the three visits and summarize their comments. You will most likely be shocked at what you learn. It’s not that your magazines might be outdated, or the trash cans were overflowing. Rather, the combination of all their comments can indicate your needing to do some modifications to your business. Remember, when you go to your office you are used to your environment and don’t see things as your customers do.
Something as simple as adding a flat screen television or a couple computer work stations or music can totally change a persons experience in your business. Be creative and consider their age ranges and I am sure you can make lots of changes that don’t cost very much money that will really have impact. Something as simple as coloring books for children can really work.
Your job is not done when your customers leave your business. Actually the process of growth is just beginning. Within 24 hours of their visit you need to thank them. It can be as simple as a pre-printed post card with a hand written note thanking them. It could have an incentive for them to come visit you again. Regardless of what you send, the impact must be that you care about them. It is best if you develop a 3-part follow up program. The first piece goes out immediately, the second and third each about ten days apart. The content of your message does not matter as much as letting your customers know how important they are to you.
If you follow these very basic steps you will be surprised not only by the many new positive comments your customers will make to you, but also seeing the faces of new customers visiting your business for the first time.
My next article is titled “Evaluate Your Ads With This Simple Test” Until next time.
September 5, 2009
Making Sales With NLP – Article 5
I consider myself to be a good communicator and always questioned why there aren’t any courses taught in high school on the importance and power of proper communication skills. I was in the office of my spiritual leader many years ago and we were talking about this very subject. He pulled out a book on NLP which stands for Neuro-linguistic programming. The Oxford English Dictionary defines it as "a model of interpersonal communication chiefly concerned with the relationship between successful patterns of behavior and the subjective experiences underlying them". After reading the book I wanted to learn more, so I contacted one of the NLP trainers and asked if there was any possibility that she might train me in this powerful communications tool. She agreed, and I flew out of town for four, six-hour training sessions.
I was so excited about my new information that I spoke with my son’s 10th grade English teacher and asked if I could lecture on this subject in his class. Little did I know that he wanted me to teach all his classes for the day. My program started by my holding up a Sony Walkman and asking the class what this strange object in my hand was? They laughed and told me exactly what it was and how it worked. I asked lots of silly questions like what if it got it wet? or if I left it in the sun? They knew all the answers. I asked how they knew so much and was told that it came with an instruction manual. Ah Ha! They fed right into my hand. So I replied, since you are all so smart can someone please tell me where the on and off switch for your brain is located? They all looked at me as if I were crazy. I then said can you please tell me where I can find an instruction manual on how the brain works. Again, they looked at me as if I were nuts!
The essence of NLP is how the brain processes information based on belief systems and sorting patterns. I use it as a powerful method of communicating and for the purpose of this article, how you can use NLP to sell more successfully in your business if you learn and apply some of its techniques.
Let’s focus on one of the sorting patterns called “Positive Versus Negative,” I will use an example to define this. If I am a realtor showing a home and as I am going through my presentation I notice that the wife has a negative comment on everything I am presenting. I show here the beautiful entrance and she replies “the hallway is too narrow”, in the kitchen she comments “the cabinets are too small”, in the master bedroom “the closets are tiny”. All the while, the husband is saying, “honey look at the pretty view as we enter this home”, and “the kitchen is so large for cooking” and “we can see the beautiful golf course from our master bedroom window”.
We are clearly working with a positive husband and a negative wife. So knowing how NLP identifies sorting patterns, you can quickly change your presentation and change the negative wife’s thinking without her even knowing it. In the kid’s room, you say “the closets are a little small in this room, but there is a hallway closet right outside the door for extra toys, but this beautiful room is large enough to hold twin beds”. The wife now smiles in agreement. In the next bedroom which happens to be small, you say “even though this room is on the small side, it would make a perfect workout room”. Again you now have the negative wife agreeing with you. By changing a person’s behavior you change the outcome.
NLP teaches you to identify sorting patterns and use them for better communications. In the business world, this results in making more sales. We are all born with our own sorting patterns and they are very difficult to change. Remember, sorting patterns have nothing to do with being right or wrong, they just are the way a person processes information. Most people are not even aware of these patterns since they have lived their who life with them. I am sure you can apply this sorting pattern to every phase of your business. Teach your sales people how to identify “negative” people and reverse this pattern to a positive result. It truly works, just try it and see for yourself.
My next article is titled “Always Protect Your Brand”. Until next time.
I was so excited about my new information that I spoke with my son’s 10th grade English teacher and asked if I could lecture on this subject in his class. Little did I know that he wanted me to teach all his classes for the day. My program started by my holding up a Sony Walkman and asking the class what this strange object in my hand was? They laughed and told me exactly what it was and how it worked. I asked lots of silly questions like what if it got it wet? or if I left it in the sun? They knew all the answers. I asked how they knew so much and was told that it came with an instruction manual. Ah Ha! They fed right into my hand. So I replied, since you are all so smart can someone please tell me where the on and off switch for your brain is located? They all looked at me as if I were crazy. I then said can you please tell me where I can find an instruction manual on how the brain works. Again, they looked at me as if I were nuts!
The essence of NLP is how the brain processes information based on belief systems and sorting patterns. I use it as a powerful method of communicating and for the purpose of this article, how you can use NLP to sell more successfully in your business if you learn and apply some of its techniques.
Let’s focus on one of the sorting patterns called “Positive Versus Negative,” I will use an example to define this. If I am a realtor showing a home and as I am going through my presentation I notice that the wife has a negative comment on everything I am presenting. I show here the beautiful entrance and she replies “the hallway is too narrow”, in the kitchen she comments “the cabinets are too small”, in the master bedroom “the closets are tiny”. All the while, the husband is saying, “honey look at the pretty view as we enter this home”, and “the kitchen is so large for cooking” and “we can see the beautiful golf course from our master bedroom window”.
We are clearly working with a positive husband and a negative wife. So knowing how NLP identifies sorting patterns, you can quickly change your presentation and change the negative wife’s thinking without her even knowing it. In the kid’s room, you say “the closets are a little small in this room, but there is a hallway closet right outside the door for extra toys, but this beautiful room is large enough to hold twin beds”. The wife now smiles in agreement. In the next bedroom which happens to be small, you say “even though this room is on the small side, it would make a perfect workout room”. Again you now have the negative wife agreeing with you. By changing a person’s behavior you change the outcome.
NLP teaches you to identify sorting patterns and use them for better communications. In the business world, this results in making more sales. We are all born with our own sorting patterns and they are very difficult to change. Remember, sorting patterns have nothing to do with being right or wrong, they just are the way a person processes information. Most people are not even aware of these patterns since they have lived their who life with them. I am sure you can apply this sorting pattern to every phase of your business. Teach your sales people how to identify “negative” people and reverse this pattern to a positive result. It truly works, just try it and see for yourself.
My next article is titled “Always Protect Your Brand”. Until next time.
August 29, 2009
Understanding Positioning Will Increase Your Sales – Article 4
You now know that your customers are your best asset and an easy way to develop new marketing strategies is to follow the leaders and model your business marketing after their successes. Today I want to discuss the powerful, frequently used and sometimes misunderstood term “positioning.”
Positioning in its simplistic form is merely where does your business fit in the market and against your competition as well as what is unique about your business. Let me give you more information before we go further, as I think this will clarify it a little more.
I believe there are three ways to position a business. The first is what I call “Force in the Market”. When I was handling the marketing for Bridgestone Sports USA, I developed a friendship with the head of the tire division. One day we were talking about marketing and he happened to mention that at that time Bridgestone was number one in truck sales and airplane sales, yet they were not number one in new car sales. Firestone held the top position. So what did Bridgestone do? They bought the majority stake in the Firestone Company and became number one in new car sales. Unfortunately most businesses cannot grow by acquisition.
The second type of positioning is being “Number One”. This is quite simply either reaching the pinnacle of your business category through sales or developing something new to achieve the top spot. A perfect example is Avis. Many years ago when Hertz held the top position in the rental car business, Avis was in second place. Avis developed a new positioning campaign under the theme’ “At Avis We Try Harder”. The market was very attracted to a company that tried harder than the leader and eventually Avis became number one.
The third method of positioning I call “Reformulating an Old Idea and Making It Better”. A good example is Domino’s Pizza. There are pizza restaurants everywhere. It is difficult to make a pizza that much better than your competition. So Domino’s changed the playing field and developed their market position around “Pizza Delivered in 30 Minutes or Less.” Their success was instant.
So what do I as a business owner do in a tough economy with this information to increase my sales. You need to look at your business through the eyes of your customers and develop a newer or better way of presenting your business in the market.
I will give you an example that should tell the story best. I had a meeting yesterday with a top tennis pro. She had just signed a contract with a large popular tennis club where she will be starting a tennis academy. The challenges are that there are several tennis instructors already teaching there. How can she successfully launch her tennis school and rise above the high noise level of competition?
As a tennis player, I understand that instructors pretty much do the same thing. At your first lesson you go on the court and the pro starts hitting you tennis balls to see your strengths and weaknesses. I suggested that she create a new term for a new method of teaching. I cannot share the name at this time or the process, but lets give it a name like the Matrix Method. The words mean nothing, but the process is totally different. With the Matrix Method, your first lesson is done off court. The student is put through a series of movements and is measured to determine their strengths and weaknesses. They are questioned as to their goals to be achieved in taking tennis lessons and their level of commitment. By promoting this new school as the innovator of the Matrix Method, they are uniquely positioned to ask the question to all tennis students at the club; What is the Matrix Method and why is my instructor not teaching it? I am confident she will be very successful.
The ultimate goal in positioning is to have your brand become part of the vocabulary. Most people still ask for a Kleenex when they actually mean tissue. Kleenex is a brand not a product. How about making a Xerox copy? You don’t hear anyone saying make me a Toshiba copy? Or having a cup of Sanka when they mean decaf. You get the message.
My next article will discuss a better way of selling through NLP. Until next time.
Positioning in its simplistic form is merely where does your business fit in the market and against your competition as well as what is unique about your business. Let me give you more information before we go further, as I think this will clarify it a little more.
I believe there are three ways to position a business. The first is what I call “Force in the Market”. When I was handling the marketing for Bridgestone Sports USA, I developed a friendship with the head of the tire division. One day we were talking about marketing and he happened to mention that at that time Bridgestone was number one in truck sales and airplane sales, yet they were not number one in new car sales. Firestone held the top position. So what did Bridgestone do? They bought the majority stake in the Firestone Company and became number one in new car sales. Unfortunately most businesses cannot grow by acquisition.
The second type of positioning is being “Number One”. This is quite simply either reaching the pinnacle of your business category through sales or developing something new to achieve the top spot. A perfect example is Avis. Many years ago when Hertz held the top position in the rental car business, Avis was in second place. Avis developed a new positioning campaign under the theme’ “At Avis We Try Harder”. The market was very attracted to a company that tried harder than the leader and eventually Avis became number one.
The third method of positioning I call “Reformulating an Old Idea and Making It Better”. A good example is Domino’s Pizza. There are pizza restaurants everywhere. It is difficult to make a pizza that much better than your competition. So Domino’s changed the playing field and developed their market position around “Pizza Delivered in 30 Minutes or Less.” Their success was instant.
So what do I as a business owner do in a tough economy with this information to increase my sales. You need to look at your business through the eyes of your customers and develop a newer or better way of presenting your business in the market.
I will give you an example that should tell the story best. I had a meeting yesterday with a top tennis pro. She had just signed a contract with a large popular tennis club where she will be starting a tennis academy. The challenges are that there are several tennis instructors already teaching there. How can she successfully launch her tennis school and rise above the high noise level of competition?
As a tennis player, I understand that instructors pretty much do the same thing. At your first lesson you go on the court and the pro starts hitting you tennis balls to see your strengths and weaknesses. I suggested that she create a new term for a new method of teaching. I cannot share the name at this time or the process, but lets give it a name like the Matrix Method. The words mean nothing, but the process is totally different. With the Matrix Method, your first lesson is done off court. The student is put through a series of movements and is measured to determine their strengths and weaknesses. They are questioned as to their goals to be achieved in taking tennis lessons and their level of commitment. By promoting this new school as the innovator of the Matrix Method, they are uniquely positioned to ask the question to all tennis students at the club; What is the Matrix Method and why is my instructor not teaching it? I am confident she will be very successful.
The ultimate goal in positioning is to have your brand become part of the vocabulary. Most people still ask for a Kleenex when they actually mean tissue. Kleenex is a brand not a product. How about making a Xerox copy? You don’t hear anyone saying make me a Toshiba copy? Or having a cup of Sanka when they mean decaf. You get the message.
My next article will discuss a better way of selling through NLP. Until next time.
August 27, 2009
Follow The Leaders To Increase Your Sales – Article 3
In my previous two articles I stressed the importance of understanding that your customers are your best asset. The more you understand about their wants and needs, the easier it will be to design marketing campaigns that will increase your sales at the most efficient cost to you.
Today I want to talk about how the industry leaders develop their marketing strategies. McDonald’s is number one on my list of companies that innovate and lead their industry. McDonald’s has long been known for doing the very best site location studies. Before they ever commit to a new location they have a marketing team that goes out and compiles every possible demographic, including; hourly car counts, area consumption data, population migration statistics and much more. That is why wherever you see a McDonald’s you will find a Burger King or Wendy’s within a few blocks. McDonald’s competition well knows that they cannot possibly do a better job on site location than McDonald’s so they just follow the leader.
Let’s talk about what McDonald’s does that you can use to grow your business and grow it now! The term I want you to learn, understand and put into action immediately is “Bounce-Back Marketing”. Quite simply, as the name implies it is a process to bring your customers back to your business. When you eat at a McDonald’s they always stuff in your food bag a coupon giving you something either for free or at a deep discount the next time your return. For example, “Super Size Your Fries” or “Get a Free Drink”.
Couponing is not a new concept. It actually dates back to the 40’s, Do any of you remember S&H Green Stamps? Whenever you would buy a product at almost every store, but mostly concentrated to food and gasoline, you would get a certain number of Green Stamps based upon the purchase amount. These green stamps had a large “S&H” stamped on them. You would paste them into a booklet and then redeem them at an S&H Redemption Center. These centers were located everywhere and inside they looked like a department store. They had all kinds of products on display from radios to toaster ovens to vacuum cleaners. You would simply pick out your product, turn in the required amount of books to the sales person and leave with your new product.
Today, McDonald’s is the leader in couponing. Look at all the companies that have followed McDonald’s and mail you coupons or include them in your local newspapers. Everyone is doing it. The reason is quite simple; IT WORKS!
I am certain you can tailor to fit a bounce-back program for you business that will work well for you. Have fun with it. Be creative! Make it valuable and you will find immediate success.
Something else to think about is understanding product sampling. Every food court in every mall in our country has people standing in front of their food counters handing out free samples of their products. If you are fortunate enough to be in a business that allows you to give free samples, then do it. It does not have to be a food product to work. It could be something as simple as a “how to” card from an attorney, doctor or car dealer. Information presented in a creative design can be quite valuable to many people. You must include an incentive to create urgency and motivate your prospects to take action. Almost every business has something they can give out for free that is valuable. This information does not have to be given out at your business location. You can use direct mail to distribute them. Give this some thought and you will easily find lots of things you can do that will increase your business and result in new sales.
My next article will discuss Positioning and the importance of understanding this powerful marketing term and how it can change your business forever.
Today I want to talk about how the industry leaders develop their marketing strategies. McDonald’s is number one on my list of companies that innovate and lead their industry. McDonald’s has long been known for doing the very best site location studies. Before they ever commit to a new location they have a marketing team that goes out and compiles every possible demographic, including; hourly car counts, area consumption data, population migration statistics and much more. That is why wherever you see a McDonald’s you will find a Burger King or Wendy’s within a few blocks. McDonald’s competition well knows that they cannot possibly do a better job on site location than McDonald’s so they just follow the leader.
Let’s talk about what McDonald’s does that you can use to grow your business and grow it now! The term I want you to learn, understand and put into action immediately is “Bounce-Back Marketing”. Quite simply, as the name implies it is a process to bring your customers back to your business. When you eat at a McDonald’s they always stuff in your food bag a coupon giving you something either for free or at a deep discount the next time your return. For example, “Super Size Your Fries” or “Get a Free Drink”.
Couponing is not a new concept. It actually dates back to the 40’s, Do any of you remember S&H Green Stamps? Whenever you would buy a product at almost every store, but mostly concentrated to food and gasoline, you would get a certain number of Green Stamps based upon the purchase amount. These green stamps had a large “S&H” stamped on them. You would paste them into a booklet and then redeem them at an S&H Redemption Center. These centers were located everywhere and inside they looked like a department store. They had all kinds of products on display from radios to toaster ovens to vacuum cleaners. You would simply pick out your product, turn in the required amount of books to the sales person and leave with your new product.
Today, McDonald’s is the leader in couponing. Look at all the companies that have followed McDonald’s and mail you coupons or include them in your local newspapers. Everyone is doing it. The reason is quite simple; IT WORKS!
I am certain you can tailor to fit a bounce-back program for you business that will work well for you. Have fun with it. Be creative! Make it valuable and you will find immediate success.
Something else to think about is understanding product sampling. Every food court in every mall in our country has people standing in front of their food counters handing out free samples of their products. If you are fortunate enough to be in a business that allows you to give free samples, then do it. It does not have to be a food product to work. It could be something as simple as a “how to” card from an attorney, doctor or car dealer. Information presented in a creative design can be quite valuable to many people. You must include an incentive to create urgency and motivate your prospects to take action. Almost every business has something they can give out for free that is valuable. This information does not have to be given out at your business location. You can use direct mail to distribute them. Give this some thought and you will easily find lots of things you can do that will increase your business and result in new sales.
My next article will discuss Positioning and the importance of understanding this powerful marketing term and how it can change your business forever.
August 26, 2009
Customers Are Your Best Asset Part II – Article 2
If you read my last article then you know I gave you a homework assignment. If you did not read Article 1, then please do so before reading this one.
Let’s get started. Knowing that your customers are your best asset, you now need to know how to develop marketing programs that will increase your sales at a very modest cost to you. I would like to start with an example.
There is a national chain of upscale chocolate, ice cream and fudge stores called Kilwin’s. Perhaps you have been to one and will agree that they have an outstanding product line. A friend of mine owns the store located here in Coral Springs. We meet for breakfast on a regular basis and I always try to give him some marketing ideas to execute. Knowing that his customers are his best asset, I want to share with you a program that is very successful.
When I was a kid, I hated going to the dentist. My mother would always entice me to go for the free ice cream cone card that my dentist would give me after the visit. I always looked forward to a yummy ice cream cone, so I managed to get through the office visit. At Kilwin’s I suggested that we initiate a similar program.
I wrote a letter that was mailed on Kilwin’s stationary to all the dentists in a five mile radius of his store. The letter told my story about getting an ice cream cone from my dentist as a child. We offered free ice cream cone cards to the dentist to give out to all their patients. We included four free ice cream cone cards with the introductory letter for the dentist and his family to visit the Kilwin’s store and try the great ice cream flavors. We told the dentist to simply contact the store and we would supply him with whatever quantity they needed. Remember by giving out one card for one free ice cream cone that the patient would probably have someone go with them to the Kilwin’s store which would usually result in another sale plus any other products they saw while in the store and purchased. Additionally, if this person had never been to a Kilwin’s store the word of mouth advertising about the free ice cream cone program created new business and new referrals. The marketing program was very successful for Kilwin's and still continues to generate new sales and new customers.
So what can you do to create a customer based marketing program? It does not matter what type of business you are in. You can always develop programs that will bring your customer back and also make them your best sales people by developing an incentive based referral program. It is impossible for me to cover all business categories, but here is an example.
If you are a realtor, set up a monthly seminar series to discuss exciting topics such as “How to Use Plants to Create a New Look for Your Home”. Invite a local plant store as well as an interior designer to speak, I am sure the plant store would give each visitor a plant as a gift. Remember this event works for the plant store as well as the interior designer since they will be exposing their services and store to new customers. Encourage your clients to bring a friend. You can serve wine and cheese and register all you new guests to win a drawing for a small gift certificate at the plant store. You could probably get the wine and cheese donated by a local store in exchange for their putting a small sign on the table with their wine and cheese along with their business cards and brochures. Not only is this a fun event as well as educational, but it brings you new customers.
I am sure you can think of many other seminar topics better than my example, but do one a month and you will see a tremendous difference in your business. This can apply if you are a doctor, lawyer, retail store, consultant, or any other business category. Apply the same blueprint to your business.
If you did your homework, then you know a lot about your customer. You know geographically where they live so you can pick the areas to include in your programs. You also know their wants and needs which will help you develop a fun event or mailing idea that would interest them. Use your customer profiles to design your programs and it will insure a more successful marketing event.
I hope that your mind is stimulated and that you are now thinking of things that you can do for your business that will not only be fun, but will bring in additional business. I will discuss in my next article one of the most successful customer based marketing programs ever developed. I will tell you that McDonalds is the innovator of these programs.
Let’s get started. Knowing that your customers are your best asset, you now need to know how to develop marketing programs that will increase your sales at a very modest cost to you. I would like to start with an example.
There is a national chain of upscale chocolate, ice cream and fudge stores called Kilwin’s. Perhaps you have been to one and will agree that they have an outstanding product line. A friend of mine owns the store located here in Coral Springs. We meet for breakfast on a regular basis and I always try to give him some marketing ideas to execute. Knowing that his customers are his best asset, I want to share with you a program that is very successful.
When I was a kid, I hated going to the dentist. My mother would always entice me to go for the free ice cream cone card that my dentist would give me after the visit. I always looked forward to a yummy ice cream cone, so I managed to get through the office visit. At Kilwin’s I suggested that we initiate a similar program.
I wrote a letter that was mailed on Kilwin’s stationary to all the dentists in a five mile radius of his store. The letter told my story about getting an ice cream cone from my dentist as a child. We offered free ice cream cone cards to the dentist to give out to all their patients. We included four free ice cream cone cards with the introductory letter for the dentist and his family to visit the Kilwin’s store and try the great ice cream flavors. We told the dentist to simply contact the store and we would supply him with whatever quantity they needed. Remember by giving out one card for one free ice cream cone that the patient would probably have someone go with them to the Kilwin’s store which would usually result in another sale plus any other products they saw while in the store and purchased. Additionally, if this person had never been to a Kilwin’s store the word of mouth advertising about the free ice cream cone program created new business and new referrals. The marketing program was very successful for Kilwin's and still continues to generate new sales and new customers.
So what can you do to create a customer based marketing program? It does not matter what type of business you are in. You can always develop programs that will bring your customer back and also make them your best sales people by developing an incentive based referral program. It is impossible for me to cover all business categories, but here is an example.
If you are a realtor, set up a monthly seminar series to discuss exciting topics such as “How to Use Plants to Create a New Look for Your Home”. Invite a local plant store as well as an interior designer to speak, I am sure the plant store would give each visitor a plant as a gift. Remember this event works for the plant store as well as the interior designer since they will be exposing their services and store to new customers. Encourage your clients to bring a friend. You can serve wine and cheese and register all you new guests to win a drawing for a small gift certificate at the plant store. You could probably get the wine and cheese donated by a local store in exchange for their putting a small sign on the table with their wine and cheese along with their business cards and brochures. Not only is this a fun event as well as educational, but it brings you new customers.
I am sure you can think of many other seminar topics better than my example, but do one a month and you will see a tremendous difference in your business. This can apply if you are a doctor, lawyer, retail store, consultant, or any other business category. Apply the same blueprint to your business.
If you did your homework, then you know a lot about your customer. You know geographically where they live so you can pick the areas to include in your programs. You also know their wants and needs which will help you develop a fun event or mailing idea that would interest them. Use your customer profiles to design your programs and it will insure a more successful marketing event.
I hope that your mind is stimulated and that you are now thinking of things that you can do for your business that will not only be fun, but will bring in additional business. I will discuss in my next article one of the most successful customer based marketing programs ever developed. I will tell you that McDonalds is the innovator of these programs.
August 20, 2009
Customers Are Your Best Asset - Article 1
Sam Walton said it best “Everyone knows we are in a recession, but I choose not to be in one.” Each month I am going to share with you different strategies that will give you an edge on your competition and allow your business to prosper and grow.
My name is Ron Elkman and I am a marketing consultant. My career began at CBS Television in New York where I designed promotional campaigns for General Mills, Lincoln Mercury, Motorola, and Pepsi. I left CBS and started Group Two Advertising in Florida. The Ad Agency attracted many prestigious accounts including; Kodak, Bridgestone, the PGA of America and General Electric. I was also invited by Florida Atlantic University to teach marketing. I now consult for companies and specialize in branding, positioning and designing targeted marketing programs.
I realize how frustrating it is be in business today regardless of whether you are a doctor, lawyer, manufacturer or retailer. Sales are down, you’ve cut your expenses as low as you can and you don’t know what to do next. If you are stuck at the stop sign, stopping is not an option! You must move forward and have a plan for growth.
In this my first article, I want to talk just a little about your best asset and how to grow your business and increase your sales now. I am talking about your customers. These are the ones that are currently using your products and services. Through some simple and inexpensive strategies you will learn how to motivate them to refer family and friends to your business, as well as attract new first time customers that will result in increasing your sales.
Before I share with you how to do this, you first need to do some homework. I want you to write down everything you know about your customers. If you have other key executives in your company get them together to work on this. Make it a fun project. Here is an example of what your report should look like:
We will call our company the “Yummy Candy Store” a one store operation located in a suburban neighborhood. Our findings are that approximately 80% of our customers come from within a 5 mile radius of our store. The average individual purchase is about $8. Most of the customers are between the ages of 18 to 40 years old. About 30% of them shop in the store twice a month. You get the idea. By doing this simple exercise I am sure you will quickly realize that you know much more about your customers than you even thought.
In my next article I will give you specific examples of what you can do with this valuable information. If you take the time to do your homework I promise you some eye opening programs that you can tailor to your specific business needs that will increase your sales now!
I have one last bit of homework. From this moment forward I want you to eliminate the word “problem” from your vocabulary and replace it with the word “opportunity”. I don’t want you to ever speak this word again. In reality every problem gives you the opportunity to change and improve an outcome. I won’t elaborate any more other than to tell you this simple little word change will affect your life in ways you never imaged. Just try it and see how many great things will start to happen.
My name is Ron Elkman and I am a marketing consultant. My career began at CBS Television in New York where I designed promotional campaigns for General Mills, Lincoln Mercury, Motorola, and Pepsi. I left CBS and started Group Two Advertising in Florida. The Ad Agency attracted many prestigious accounts including; Kodak, Bridgestone, the PGA of America and General Electric. I was also invited by Florida Atlantic University to teach marketing. I now consult for companies and specialize in branding, positioning and designing targeted marketing programs.
I realize how frustrating it is be in business today regardless of whether you are a doctor, lawyer, manufacturer or retailer. Sales are down, you’ve cut your expenses as low as you can and you don’t know what to do next. If you are stuck at the stop sign, stopping is not an option! You must move forward and have a plan for growth.
In this my first article, I want to talk just a little about your best asset and how to grow your business and increase your sales now. I am talking about your customers. These are the ones that are currently using your products and services. Through some simple and inexpensive strategies you will learn how to motivate them to refer family and friends to your business, as well as attract new first time customers that will result in increasing your sales.
Before I share with you how to do this, you first need to do some homework. I want you to write down everything you know about your customers. If you have other key executives in your company get them together to work on this. Make it a fun project. Here is an example of what your report should look like:
We will call our company the “Yummy Candy Store” a one store operation located in a suburban neighborhood. Our findings are that approximately 80% of our customers come from within a 5 mile radius of our store. The average individual purchase is about $8. Most of the customers are between the ages of 18 to 40 years old. About 30% of them shop in the store twice a month. You get the idea. By doing this simple exercise I am sure you will quickly realize that you know much more about your customers than you even thought.
In my next article I will give you specific examples of what you can do with this valuable information. If you take the time to do your homework I promise you some eye opening programs that you can tailor to your specific business needs that will increase your sales now!
I have one last bit of homework. From this moment forward I want you to eliminate the word “problem” from your vocabulary and replace it with the word “opportunity”. I don’t want you to ever speak this word again. In reality every problem gives you the opportunity to change and improve an outcome. I won’t elaborate any more other than to tell you this simple little word change will affect your life in ways you never imaged. Just try it and see how many great things will start to happen.
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