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Will You Add? - Increase Sales by Being Unique - Please!
When you think about your competitors, what goes on in your mind? Do you think about besting their advertising or prices? Do you think about that competitive analysis you did when trying to determine whether your business would be viable? Or do you think about your employees?But your employees aren't your competition, you say? True. But the companies that used to employ them are … they are your competition for skilled employees. Just because another company is not in your industry or niche doesn't mean they aren't your competitor for whatever talent is in your local job market.As an employer and supervisor, you need to keep your mind open to the possibilities of cross-industry job skills. There is a lack of this type of thinking in most companies and it lessens your ability to recruit a well-rounded team. The bes
Talent - “Our company just hired Pablo Picasso as our art director and he is blowing the socks off people with the creative genius of his work.”
Affiliation - “Microsoft just contracted with us to do all of their worldwide point of sale materials.”
Combined services – “Do you currently work with a graphic arts company to do design? Then we do the printing and someone else mails it? Well we can
Today's business marketing rules are different than they were in years past. Those rules that once focused predominantly on local and regional business marketing have now gone global, thanks in large part to the creation of the Internet. Internet technology has brought the business world closer together and nowadays, it's just as easy to conduct business across the globe as it is to conduct business across town.If you want your business to stay afloat in today's highly competitive business environment, you've got to understand these changes and bring your business marketing strategies into the twenty-first century.Every business owner knows that it's imperative to have a company web site, but what many don't fully understand is how to use this tool to maximize the company's exposure. You know your web site is out
Everyday in the mail, there are tons of junk that I get and throw away. But every now and then, a piece comes in that is so unique I am compelled to open it. Why? Because it is unique!
Now the real question… How do you get your message across? Your uniqueness? The uniqueness of your company? Your products? And most importantly YOU?
Lets talk about each of these areas individually:
The uniqueness of your company - Now at this point, you’re saying to yourself “what uniqueness?” That is the whole point – you might have never even thought about it! Not for one minute! It is essential that every sales professional think through the uniqueness of their company.
Let’s say, for example, that you work for a printing company. Wow - that is really unique. There aren’t many of those around. But bear with me - if you do work for a printing company, there are some unique qualities that may make a compelling story to tell your potential clients. Here are a few examples, but you are the one who has to look at your unique qualities and describe them effectively:
Location - “We are the only printing company on Maple Street - so we can give you faster service.”
Equipment - “We have just purchased the Whoop-dee-doo printer collator that prints, folds and packages your letters in half a second. Because it’s faster we can make our prices more competitive.”
Materials - “We are the only distributors of Artic White card stock paper from Europe which makes our business cards the heaviest, whitest, and glossiest available.”
Staff - “The owner of our company invented the printing press so we have the expertise to make your print work look its very best at any price point.”
Talent - “Our company just hired Pablo Picasso as our art director and he is blowing the socks off people with the creative genius of his work.”
Affiliation - “Microsoft just contracted with us to do all of their worldwide point of sale materials.”
Combined services – “Do you currently work with a graphic arts company to do design? Then we do the printing and someone else mails it? Well we can
It’s amazing where you can find hidden revenue when you take a moment to look around your business. Many businesses are losing revenue because of their phone system, whether you have multiple lines, or a home phone, no matter. Either can easily lose you money.YOUR PHONE SYSTEM Recently I’ve called a couple of clients’ phone systems. In several instances I was trapped in a queue. It was frustrating. I don’t necessarily have a problem with queues that prompt me to “press #1 for the children’s department” or “press #5 for Dr. Smith” rather, I get frustrated when I follow your recording instructions and I get no where! Thus, I hang up resulting in missed revenue.LESSON Call into your phone system at least once a week, no less, even if you have only one home phone line with voice mail. Call into it. Is it st
Let’s say, for example, that you work for a printing company. Wow - that is really unique. There aren’t many of those around. But bear with me - if you do work for a printing company, there are some unique qualities that may make a compelling story to tell your potential clients. Here are a few examples, but you are the one who has to look at your unique qualities and describe them effectively:
Location - “We are the only printing company on Maple Street - so we can give you faster service.”
Equipment - “We have just purchased the Whoop-dee-doo printer collator that prints, folds and packages your letters in half a second. Because it’s faster we can make our prices more competitive.”
Materials - “We are the only distributors of Artic White card stock paper from Europe which makes our business cards the heaviest, whitest, and glossiest available.”
Staff - “The owner of our company invented the printing press so we have the expertise to make your print work look its very best at any price point.”
Talent - “Our company just hired Pablo Picasso as our art director and he is blowing the socks off people with the creative genius of his work.”
Affiliation - “Microsoft just contracted with us to do all of their worldwide point of sale materials.”
Combined services – “Do you currently work with a graphic arts company to do design? Then we do the printing and someone else mails it? Well we can
When was the last time you felt excited, motivated and extremely keen to be at work? Chances are it was when you had a job or project that really interested you, you had control over what you did and the way you did it, and you didn’t have any worries about “over zealous boss” interference or lack of job security. It’s a great feeling and we can all probably relate stories of how and when we were most “motivated” at work.But as managers, do we consciously try to provide this same level of motivation for all of our employees? Or, are we merely fixated on striving to achieve the deadlines, budgets and targets that are set for us (and that seem to be getting tougher and tougher and placing more and more stress on us and our people), and forgetting what it was really like when we worked in an environment that was truly “
Location - “We are the only printing company on Maple Street - so we can give you faster service.”
Equipment - “We have just purchased the Whoop-dee-doo printer collator that prints, folds and packages your letters in half a second. Because it’s faster we can make our prices more competitive.”
Materials - “We are the only distributors of Artic White card stock paper from Europe which makes our business cards the heaviest, whitest, and glossiest available.”
Staff - “The owner of our company invented the printing press so we have the expertise to make your print work look its very best at any price point.”
Talent - “Our company just hired Pablo Picasso as our art director and he is blowing the socks off people with the creative genius of his work.”
Affiliation - “Microsoft just contracted with us to do all of their worldwide point of sale materials.”
Combined services – “Do you currently work with a graphic arts company to do design? Then we do the printing and someone else mails it? Well we can
Mind Mapping is all the rage and many Corporations, Education Centers and Individuals are getting a lot out of learning systematic thinking processes. But if you are the creator of an award winning state-of-art MindMap System then who might be you clients or potential users of said system?Well as you might have guessed one of the first market might be High Schools and Colleges and then maybe University Students? Yes I totally concur that this could be a smart group to help with their thinking process. My concern is the indoctrination in the learning process all thru elementary and high school. The kids are being taught by way of rote memorization. Ouch, or Yuk!So my thoughts were take the idea and simplify it. How about teaching it to chimpanzees or children too? Why wait until everything they have learned has be
Materials - “We are the only distributors of Artic White card stock paper from Europe which makes our business cards the heaviest, whitest, and glossiest available.”
Staff - “The owner of our company invented the printing press so we have the expertise to make your print work look its very best at any price point.”
Talent - “Our company just hired Pablo Picasso as our art director and he is blowing the socks off people with the creative genius of his work.”
Affiliation - “Microsoft just contracted with us to do all of their worldwide point of sale materials.”
Combined services – “Do you currently work with a graphic arts company to do design? Then we do the printing and someone else mails it? Well we can
Q. “I wasn't happy with my last performance review. Should I dispute the review? Write a letter for my file? Talk to a lawyer? Or just let it go?”A. Most professionals feel you should offer some kind of response. But whether to respond, and the way to respond, will depend on your company's culture, the unwritten message and your own career goals.1. Assess your report in light of the company's culture.In some cultures, anything but glowing praise will be viewed as negative. In others, tough reviews are the norm.Often your boss will be expected to come up with at least one point of constructive criticism. After all, nobody walks on water. But if you're being attacked or unfairly criticized, you must explore further.Sometimes you'll win more points by taking the review in stride
Talent - “Our company just hired Pablo Picasso as our art director and he is blowing the socks off people with the creative genius of his work.”
Affiliation - “Microsoft just contracted with us to do all of their worldwide point of sale materials.”
Combined services – “Do you currently work with a graphic arts company to do design? Then we do the printing and someone else mails it? Well we can design, print, warehouse and mail it all in one location and on one invoice.”
Referrals - “Our company is part of a network of other business owners and we refer business to our customers all the time. In fact, last week an attorney who we do printing for landed a celebrity singer as a client – because we do all the printing for his former record company.”
Technology - “We have the technology to store all your print jobs and master copies on our secure server in order to maintain all your files so you can order online in a second. There is no warehouse and everything is printed on demand.”
Convenience - “Once you buy from us, we give all your employees a key to our copy center and they can make copies any anytime, 24 hours a day.”
Analysis and research – “We have a Professor Snerdly Jones on staff and he can come by and do an analysis on your total company-wide printing cost and through his study, save you thousands of dollars. By the way, that’s free for all our customers.”
Discounts – “Once you reach the million dollar level, we’ll break down the pricing and give you an end-of-year rebate for volume above that mark. Last year, Poorboy Tires got back $15,000. They changed their name to Rich Boy Tires.”
So you get the idea? No matter what company you work for – you can sell the UNIQUENESS or even develop uniqueness that you can sell.
It can be better, faster, cheaper, smarter, first, oldest, only, or whatever. But you MUST know what your key unique features are! Time for another formula:
U(0)=AIA(0)
Zero uniqueness on the salesperson’s part equals Attention, Interest, and Action of ZERO on the prospect’s part.
Talk the talk
Once you
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