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Answer Upon - Exposed: Your Customers' Most Secret Desires
A few days ago, I mentioned that an easyJet flight to Venice had provided me with an insight to Stelios (Haji-Ioannou), the founder of the ground-breaking low-cost airline, which has revolutionised European air travel.He was listing his top five things he 'wished I had known when I started'.Previously I mentioned that he wished he'd been 'clear on his strengths and delegated the rest'. If you missed it you can find this on the 18th of November entry of my blog, through the link at the bottom of the article.Number two on his list state
Make A Bold Promise Then Back It Up With An Awesome GuaranteeOnce you know what problem you, your service or your business can solve or what genuine benefit you can deliver then guarantee it!A bold promise backed up with an awesome guarantee:* Enables You To Significantly Raise Your Price* Gives You A Genuine Differentiator* Increases Sales and Commitment* Demonstrates Rock-Solid Certainty In Your Abilities - People Find This Confidence Very AttractiveIf you don't currently guarantee what you do then I bet it's down to one of these three thin
What could this thing be?
A solution?
A resolution?
An experience?
A feeling?
A benefit?
A low price?
A brand?
Nope. Not even close.
Consumers have other things they could be doing with their time than buying your product or service. They could be expanding their career, spending time with their kids, watching reality TV, volunteering or swimming in their pool.
But most companies – probably even yours – waste the time of their would-be customers or clients by unnecessarily lengthening the “seeking process.” If you would only cut through the noise and give them what they’re truly searching for, the sale would be made sooner…and you’d be more likely to get the lion’s share of the business.
So what is this mystical grail-like prize your customers so ardently desire? A preference, of course. A simple, clear and compelling buying preference. A reason to choose one over the other. A reason to choose you above your competition – every time.
But it so rarely exists.
To witness this marketing crime in action, just spend a few observant minutes in the aisle of your local electronics superstore. You’ll see confused shoppers desperately seeking this preference – and rarely finding it. Packaging, employees, advertising – all have failed them on their quest for a preference. And everyone loses. The buyer ends up frustrated – and perhaps doesn’t get what they truly want or need –
Well-trained knowledge workers make a choice to work with your organization on a daily basis. But what if one day a large proportion of those employees never returned? Do you have a sense of the cost of the loss of their intellectual capital; the replacement costs of recruiting another workforce with such dependable and driven people; or the impact on your company's productivity of losing highly manageable workers with well-defined work ethics?While companies have been slow to recognize the implications of the shrinking U.S. talent pool, they have been even slower to realize the pote
A solution?
A resolution?
An experience?
A feeling?
A benefit?
A low price?
A brand?
Nope. Not even close.
Consumers have other things they could be doing with their time than buying your product or service. They could be expanding their career, spending time with their kids, watching reality TV, volunteering or swimming in their pool.
But most companies – probably even yours – waste the time of their would-be customers or clients by unnecessarily lengthening the “seeking process.” If you would only cut through the noise and give them what they’re truly searching for, the sale would be made sooner…and you’d be more likely to get the lion’s share of the business.
So what is this mystical grail-like prize your customers so ardently desire? A preference, of course. A simple, clear and compelling buying preference. A reason to choose one over the other. A reason to choose you above your competition – every time.
But it so rarely exists.
To witness this marketing crime in action, just spend a few observant minutes in the aisle of your local electronics superstore. You’ll see confused shoppers desperately seeking this preference – and rarely finding it. Packaging, employees, advertising – all have failed them on their quest for a preference. And everyone loses. The buyer ends up frustrated – and perhaps doesn’t get what they truly want or need –
In two recent articles "Some Evidence of How We Are Spiritually Connected" and "Healing Dysfunctional Families" I reported on how individuals who live or work within a system or group are inherently connected at a level that goes beyond words. This realm of connection, which is largely spiritual or unconscious, may or may not be familiar to the more business minded person so I will take some time to explain the nature of this connection and then the wide reaching implications this idea has on the optimal functioning of organizations.Have you ever walked into a room full of people, sa
But most companies – probably even yours – waste the time of their would-be customers or clients by unnecessarily lengthening the “seeking process.” If you would only cut through the noise and give them what they’re truly searching for, the sale would be made sooner…and you’d be more likely to get the lion’s share of the business.
So what is this mystical grail-like prize your customers so ardently desire? A preference, of course. A simple, clear and compelling buying preference. A reason to choose one over the other. A reason to choose you above your competition – every time.
But it so rarely exists.
To witness this marketing crime in action, just spend a few observant minutes in the aisle of your local electronics superstore. You’ll see confused shoppers desperately seeking this preference – and rarely finding it. Packaging, employees, advertising – all have failed them on their quest for a preference. And everyone loses. The buyer ends up frustrated – and perhaps doesn’t get what they truly want or need –
There is more than one printing option available for media replication. When selecting a facility to produce your project, their ability to both offset and screen print on media is important. There are situations where offset or screen-printing is best, and the project requirements, rather than a replicator's abilities, should determine which method is used. No single format fits every project.Technical Differences Between Offset and Screen PrintingThe first step in the screen printing process is burn the images from the electronic artwork on to film positives.
So what is this mystical grail-like prize your customers so ardently desire? A preference, of course. A simple, clear and compelling buying preference. A reason to choose one over the other. A reason to choose you above your competition – every time.
But it so rarely exists.
To witness this marketing crime in action, just spend a few observant minutes in the aisle of your local electronics superstore. You’ll see confused shoppers desperately seeking this preference – and rarely finding it. Packaging, employees, advertising – all have failed them on their quest for a preference. And everyone loses. The buyer ends up frustrated – and perhaps doesn’t get what they truly want or need –
In part one of this series, we reviewed several uncommon interview preparation strategies that got us safely to the interviewer's door, well prepared to tackle the challenges that lay ahead. This article addresses small but effective strategies to employ from the point of office entry to the interview's conclusion.Waiting Room ReadingNow that you've arrived 15 minutes early, you have some time to kill. How do we normally spend this time? We usually read from the available periodicals on the waiting room table. But remember that we're covering the little details here. You shoul
Ultimately you are lumped in the same lame category as your competitors. A sea of sameness. An ocean of mediocrity.
But the good news is you can fight back – with a vengeance!
These are the basic ingredients you’ll need to market smarter and make a bold and clear statement that you ARE NOT the same and begin to clearly compel your target to believe that you are the obvious choice:
1. Do The Opposite: One great way to get more than your fair share of the market is to take Earl Nightingale’s advice, "If you want to be successful, look at what everyone else is doing, and do the opposite."
Most of the people in your industry have similar backgrounds and experiences. But the opportunity for success and the attention of your prospects is endless.
You must become a risk-taker. Status quo thinking and common sense action delivers status quo and common results. If you are seeking more than average results and success you need to do the opposite.
Doing what’s comfortable is safe for you – but boring for your customers. And it fails to deliver any kind of preference. Boring is invisible and invisible means no sale.
2. Give Value First: At the beginning of every buyer/seller relationship there is a set of emotions like fear, distrust, uncertainty and lack of knowledge that exists and stands betw
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