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Will You Add? - STOP SELLING, START POSITIONING! How Marketing Pros Thrive in the Best And Worst of Times
Treat interviews as a conversation about your experience, and not just an exchange of questions and answers. Be prepared for the interview, do your homework by searching as much as information you can about the company and the position you are applying for (you may not want to ask about the company or opening positions available during an interview). An easy way t
=>> Speaking to associations or special interest groups in your market
=>> Expanding your target markets through cross promotions and endorsements
=>> Serve as an officer of a professional organization or special interest group
Down times are perfect opportunities for investing more time in making yourself visible to the marketplace. Those businesses who “position” themselves thrive in both good times and bad.
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The methods employed to increase your search engine rankings may seem complicated to you. You have probably avoided dealing with this issue. WELL - the time has come to face your website! A high search engine ranking for your website is so essential that if you have the slightest desire to actually succeed in your business.At least 85% of buyers of goods an
If you are like me, you have taken a zillion sales seminars ... learned all the “secret techniques” ... listened to all the motivational tapes of top salespeopie (like Tom Hopkins) ... rehearsed your phone script with a mirror in front of you, and the bottomline is “You still hate sales”!
I have been a highly successful business owner for 21 years and have NEVER gotten any business through “selling.” Where I *have* gotten ALL my business is through “marketing” and “positioning.”
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Positioning = Marketing, Attracting Customers
Selling = Convincing, Overcoming Customer Resistance
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“Positioning” is about creating a market presence ... positioning yourself in your prospects’ mind as the “expert” and the “preeminent leader” in your industry or field ... so that good, qualified, eager customers *seek* you out for your products or services.
What are the essential steps to successfully “position” your business?
1. KNOW YOUR *BEST* MARKETS ... based on your experience, skills, expertise, interests and passions.
2. MARKET FROM A PLACE OF UNIQUENESS ... eg., a “unique” success formula, a patented product, a proprietary process or “better than average” results. Without uniqueness, your offering is a mere commodity.
3. MAKE YOURSELF VISIBLE TO YOUR MOST LIKELY TARGETS. There are many, many ways to make yourself visible - both online and offline. It is beyond the scope of this article to address any strategy in depth. Let’s, however, briefly look at some of the most common ways:
=>> Writing articles, books, reports, booklets, ezines, etc. FREE or “inexpensive” works best.
=>> Gaining credibility and “celebrity status” through publicity. PR is worth its weight in gold.
=>> Speaking to associations or special interest groups in your market
=>> Expanding your target markets through cross promotions and endorsements
=>> Serve as an officer of a professional organization or special interest group
Down times are perfect opportunities for investing more time in making yourself visible to the marketplace. Those businesses who “position” themselves thrive in both good times and bad.
********************************
In 1984 Dave Anderson and his dad, Al, founded A&H Turf & Specialties just a stone’s throw from where the main building stands today. As the name implies, the business originally centered on irrigation supplies and equipment. Along with sprinkler heads, fittings, and pipe, A&H sold a few related hardware items, such as shovels, fasteners, and sandpaper.By
I have been a highly successful business owner for 21 years and have NEVER gotten any business through “selling.” Where I *have* gotten ALL my business is through “marketing” and “positioning.”
**************************************************
Positioning = Marketing, Attracting Customers
Selling = Convincing, Overcoming Customer Resistance
**************************************************
“Positioning” is about creating a market presence ... positioning yourself in your prospects’ mind as the “expert” and the “preeminent leader” in your industry or field ... so that good, qualified, eager customers *seek* you out for your products or services.
What are the essential steps to successfully “position” your business?
1. KNOW YOUR *BEST* MARKETS ... based on your experience, skills, expertise, interests and passions.
2. MARKET FROM A PLACE OF UNIQUENESS ... eg., a “unique” success formula, a patented product, a proprietary process or “better than average” results. Without uniqueness, your offering is a mere commodity.
3. MAKE YOURSELF VISIBLE TO YOUR MOST LIKELY TARGETS. There are many, many ways to make yourself visible - both online and offline. It is beyond the scope of this article to address any strategy in depth. Let’s, however, briefly look at some of the most common ways:
=>> Writing articles, books, reports, booklets, ezines, etc. FREE or “inexpensive” works best.
=>> Gaining credibility and “celebrity status” through publicity. PR is worth its weight in gold.
=>> Speaking to associations or special interest groups in your market
=>> Expanding your target markets through cross promotions and endorsements
=>> Serve as an officer of a professional organization or special interest group
Down times are perfect opportunities for investing more time in making yourself visible to the marketplace. Those businesses who “position” themselves thrive in both good times and bad.
********************************
Some of you may have heard me emphasize this before but I think it is worth repeating. Whether you own your own business or you work for a major corporation, consider yourself self-employed and you will create more agency at work and better results in the process.Restructuring , organizational change, and mergers happen every day and nobody is immune to thence ... positioning yourself in your prospects’ mind as the
“expert” and the “preeminent leader” in your industry or field ... so that good, qualified, eager customers *seek* you out for your products or services.
What are the essential steps to successfully “position” your business?
1. KNOW YOUR *BEST* MARKETS ... based on your experience, skills, expertise, interests and passions.
2. MARKET FROM A PLACE OF UNIQUENESS ... eg., a “unique” success formula, a patented product, a proprietary process or “better than average” results. Without uniqueness, your offering is a mere commodity.
3. MAKE YOURSELF VISIBLE TO YOUR MOST LIKELY TARGETS. There are many, many ways to make yourself visible - both online and offline. It is beyond the scope of this article to address any strategy in depth. Let’s, however, briefly look at some of the most common ways:
=>> Writing articles, books, reports, booklets, ezines, etc. FREE or “inexpensive” works best.
=>> Gaining credibility and “celebrity status” through publicity. PR is worth its weight in gold.
=>> Speaking to associations or special interest groups in your market
=>> Expanding your target markets through cross promotions and endorsements
=>> Serve as an officer of a professional organization or special interest group
Down times are perfect opportunities for investing more time in making yourself visible to the marketplace. Those businesses who “position” themselves thrive in both good times and bad.
********************************
In school we learn a variety of math formulas. We learn how to convert temperatures from Fahrenheit to Celsius; we learn how to calculate the area of a triangle and much more. The beauty of these formulas is the certainty they provide. We know that if we know the formula and have the correct inputs, we can compute the correct answer. Presumably, as adults we abetter than average” results. Without uniqueness, your offering is a mere commodity.
3. MAKE YOURSELF VISIBLE TO YOUR MOST LIKELY TARGETS. There are many, many ways to make yourself visible - both online and offline. It is beyond the scope of this article to address any strategy in depth. Let’s, however, briefly look at some of the most common ways:
=>> Writing articles, books, reports, booklets, ezines, etc. FREE or “inexpensive” works best.
=>> Gaining credibility and “celebrity status” through publicity. PR is worth its weight in gold.
=>> Speaking to associations or special interest groups in your market
=>> Expanding your target markets through cross promotions and endorsements
=>> Serve as an officer of a professional organization or special interest group
Down times are perfect opportunities for investing more time in making yourself visible to the marketplace. Those businesses who “position” themselves thrive in both good times and bad.
********************************
Carnival and Royal Caribbean cruise lines are two of the largest and most popular cruise lines in the world. Many people within the industry would like to gain employment with one of these companies. Not unlike other cruise lines getting hired with Carnival or Caribbean cruise lines can be difficult, but it is not impossible.The first step when preparing toh publicity. PR is worth its weight in gold.
=>> Speaking to associations or special interest groups in your market
=>> Expanding your target markets through cross promotions and endorsements
=>> Serve as an officer of a professional organization or special interest group
Down times are perfect opportunities for investing more time in making yourself visible to the marketplace. Those businesses who “position” themselves thrive in both good times and bad.
********************************
COACH’S ACTION ITEM:
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Identify the top 3 ways you make your business more visible, more unique, more attractive to your best markets.
Create an action plan or work with a coach to follow-through on those strategies ... starting TODAY.
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