Monday, March 26, 2018

The smart way to build your business

In your quest for finding the perfect sales and marketing strategy, I have an idea for you to consider.

Having been in sales and marketing my entire life I have seen just about every type of selling hype in existence. There is not a book published on the topic that I have not read, or at least skimmed because it did not make sense from the first page.

So here's the concept I would like to introduce to you. It is based on a quotation by the late Adolphus Busch (July 1839 – October 1913) the German-born co-founder of Anheuser-Busch.

The original Budweiser business was built on a mission statement that had nothing to do with making or selling beer. Adolphus Busch summed up his original mission statement in two sentences.

"Our business is not just making beer.
Making friends is our business."

In business today, the common goal is to make money, so it is tempting to focus on just that. However, making money comes from building great personal relationships with customers so they keep coming back for more, during good times and bad.

This does not mean getting "likes" on Facebook or followers on Twitter. It means personal, one-on-one relationships by actually talking with your customers.

If your sales efforts have not been as successful as you had hoped, it may be because you have been led to believe the wrong thing about selling, that you can persuade people to buy something. The truth is, the harder you try to convince someone to do something with clever tactics the more you are alienating them.

In reality, you can't sell anybody anything. It can't be done. No one can sell you or me anything we don't want. And if they do, we will more than likely send it back or resent the fact that they persuaded us to buy it in the first place.

No, you can't sell anybody anything, but here's what you CAN do. And with this concept, your life is about to get a whole lot easier. All you have to do is make friends and then help your friends make good decisions.

If you are looking for the qualities that will help you build these relationships, or you need a list to use for training your staff, here are the 5 qualities that will endear you and your staff to your customers.

1. Attitude. You can sense it when you walk into an establishment or meet someone. Feelings follow actions, so the best way to display a positive attitude is to "act" and you will soon feel it.

2. Respect. People will respect you when you have taken the time to really learn your trade and know what you are talking about.

3. Service. You know it when you see it. When a company or person makes it their mission to "be of service" everything changes.

4. Urgency. Everyone's time is valuable and the more you respect a person's time, the more they will want to do business with you.

5. Confidence. People are attracted to those who display confidence in what they do.

Bottom line: Why not build your business the smart way... Make Friends and Help Them Buy!

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Friday, March 16, 2018

The Average Supermarket is Stocked With Over 40,000 Items

Every business faces the problem of how to get noticed, how to get customers to listen, how to get them to believe you and how to get them to decide on doing business with you.

Some people open up shop and think business will come automatically. That may be true for some companies, but if there are a dozen other similar businesses you must differentiate yourself, otherwise there's no reason for anyone to come to you.

In a supermarket the manufacturers are constantly competing for shelf space. But even when they get their items on the shelf, they have to get people to buy them. The average supermarket is stocked with over 40,000 items. Yet the average family satisfies 85% of its needs from about 150 products. That means these shoppers ignore 39,850 of the other items in the supermarket.

How do these 39,850 products survive? Well, many of them don't. Those that do survive have something in common. They are able to communicate a relevant benefit using their packaging, point of sale material and marketing campaigns.

Notice it said relevant benefit, not benefits. A person's mind has a tendency to be attracted to simple ideas rather than complicated ones. Your relevant benefit should be reduced to its utmost simplicity, yet still be presented in an appealing way that grabs a prospects interest and motivates him or her to buy.

People don't want to remember a hundred things about you. They just want to remember something simple and important - what you will do for them. When we are presented with a bunch of competing messages, we tend to focus only on the simple ones that we can believe and remember.

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