So, Why Should I Buy From You?

I am your customer, your client, your prospect. I have a question for you...

Why should I do business with you?

Can you answer this? What would you say if your customers asked this of you?

ANOTHER QUESTION: What is Marketing?

MY VERSION---Marketing is the study, understanding and responding (internally and externally) to the changing needs of your customer, your industry, and your competitors…IN ORDER TO SECURE LONG-TERM, PROFITABLE CUSTOMER RELATIONSHIPS.

Marketing is everything you do from the time you get up, until the time you go to bed. It is the clothes you wear. It is your business card. It is how you greet every person. It is your logo. It is your brochure. It is your website. It is everything you say. You always represent your company.

FOUR MORE QUESTIONS:

• Do my customers really see me as different from my competitors?
• IF SO…Why do they see me in that way?
• IF NOT…How do they see me?
• What more can I do to make my business become more distinctive and more appealing than any other?

TIME TO SWOT THE COMPETITION:

Our world changes so rapidly, that we often miss many threats and opportunities that can dramatically change the way we ‘do’ business. Missing the signs, by not taking the necessary time to look around and grasp these changes …could be a critical mistake.

That’s right SWOT the competition

S-W-O-T not SWAT… S.W.O.T.

STRENGTHS

WEAKNESSES

OPPORTUNITIES

THREATS

S – Strengths AND W – Weaknesses – are internal. You have total control of these issues.

STRENGTH EXAMPLE:

I open early. I have 24/7 service. My customers can order online.

WEAKNESSES EXAMPLE:

I do not have 24/7 service. My distribution network is smaller. I don’t even have a marketing strategy.

O-Opportunities AND T-Threats – are external.

YOU HAVE “NO” CONTROL OVER THESE.

OPPORTUNITY-Housing starts in my area are at an all-time high. (This could help increase distribution for a magazine. It may help develop a market for air purification.) My industry is experiencing the largest growth in decades. (This will certainly increase opportunities to place more qualified workers.)

THREATS - My competitor seems to have more advertising dollars than I do. I can’t afford to hire any sales-people just yet. I am just a small business…my competitors are bigger, older companies.

If your competitors are advertising, THIS IS AN OPPORTUNITY …they are creating awareness for your industry, capitalize on that.

The differentiator, and what will make yours a better, stronger company---is what you do that will turn the weaknesses into strengths – the threats into opportunities. But first…you must recognize each one of them in each category…as they relate to you.

If your distribution network is smaller, find a partner who enjoys a similar target demographic and share the distribution…it will cost a fraction of what it would normally cost. If you don’t have advertising dollars…create a public relations program that will drive attention to your products and services.

What makes your company different from all of your competitors? If you haven’t looked closely into your company, your industry, your geo/demo graphics…from the inside-out…it’s time to do that. If you do not perform this task…I would advise that you close your doors now, and save a lot of money and time that can be directed elsewhere. Give someone else a chance…does this seem harsh?

Good…Business is tough.

YOU HEAR YOUR FRIENDS AND COLLEAGUES SAY, “I AM HAVING SO MUCH FUN.”

DO YOU BELIEVE THAT?

CALL THEM AT 10PM AT THEIR OFFICE, WHILE THEY’RE WORKING ON SPREAD-SHEETS AND ASK THEM AGAIN.

WILL YOU GET A DIFFERENT RESPONSE?

EVERY DOLLAR YOU WANT FOR YOUR BUSINESS, EVERY OTHER BUSINESS IN YOUR INDUSTRY WANTS TOO.

YOU HAD BETTER KNOW:

1. YOUR BUSINESS

2. YOUR INDUSTRY

3. YOUR COMPETITORS BUSINESS

4. AND YOUR CUSTOMERS

IF YOU PLAN ON CONTINUING TO SUCCEED.

IT’S WHAT YOU DO…

IT’S HOW YOU MARKET YOUR BUSINESS THAT WILL MAKE THE DIFFERENCE WHETHER YOU ARE OPEN FOR BUSINESS, OR WHETHER YOU BECOME A G.O.O.B.

HAVE YOU HEARD THAT TERM….GOOB?

MY PARTNER, DON WOLFSTONE AND I OWNED THE LARGEST, MID-SIZED AD AGENCY IN CALIFORNIA AND WASHINGTON. AT THE TIME, PLACING ABOUT 7 MILLION IN AD DOLLARS.

TRUE STORY…

I INVENTED THE WORD IN 1976 WHEN ASKED BY THE SOUTHERN CALIFORNIA RETAILERS ASSOCIATION TO SPEAK AT ONE OF THEIR MEETINGS TO DISCUSS THE REASONS SOME SMALL BUSINESSES FAIL AND SOME SURVIVE.

DO YOU KNOW WHAT GOOB MEANS?

GOING OUT OF BUSINESS.

AND, IF YOU DON’T KNOW MARKETING, FIND SOMEONE WHO DOES. DO NOT LET YOUR BUSINESS END UP A G.O.O.B.!