Actual for You - Business

Wholesale Selling Success Secrets
Building a wholesale business requires a deep understanding of underlying essence of the business.Wholesale is different than retail in the sense that the end customer is not the beneficiary of the wholesaler. The actual beneficiary is the reseller who gages his satisfaction by the profit he earns with the wholesale merchandise.The more he makes, the more he will buy from his wholesale supplier.By understanding this idea the wholesaler can build a successful business.The following steps will enable the wholesaler to build his wholesale business.Wholesale Selling Success Ingredient #1Focus on your customer’s bottom line. A wholesaler’s customer is interest

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Unique habit – I know a financial planner who has his client’s car detailed right out in his parking lot when they come in for their annual review. They can't help but rave to their friends about this unique touch.

Guarantee – Can you offer a guarantee so strong that no one else in your industry would dream of doing it. This one frightens some people but, you probably guarantee your work anyway, you just don’t say so. Come out and boldly announce that you guarantee results and watch what happens!

Customer Service – Everyone knows the story of over the top customer service provided by Nordstrom’s Create your own over the top customer response system and word of mouth advertising will flow liberally. One of the greatest ways to kick this off is to over deliver on your first customer contact. Give them something more than you promised, g

Are You Choosing the Right Clients?
There isn’t a business owner alive who doesn’t want to make his or her business grow. In effect, we all want to make more money, increase client satisfaction and derive great fulfillment from our efforts. But if you’re working with a client that is difficult, unappreciative or impossible to satisfy, there’s little room for fulfillment and certainly no room for satisfaction. So, while a potential client is choosing your services, you too are making a choice and are always in the position of saying yes or no to making that person your client.Connecting with the right people!While it may be difficult to spot a problematic situation immediately, there are tell tale signs as to whether

Quite often small business owners will ask me to reveal the most powerful marketing strategy I have seen. I can say without hesitation that the most powerful marketing strategy has little to do with advertising, direct mail, web sites, referrals or blogs.

No, before any of those things will really have any impact on your business you’ve got to uncover and communicate a way in which your business in different from every other business that says they do what you do. You’ve got to get out of the commodity business. You’ve got to stake your claim on a simple idea or position in the mind of your prospective clients.

Here’s what I mean. I have a client that provides custom computer programming. Essentially, they use programming languages to build custom applications for businesses. What they do is often hard to explain and even harder to put a price on, making it difficult for a prospective client to compare different companies. As a way to differentiate their business, they have begun to offer something they call Perfect Coaching. Perfect Coaching is a unique blend of training and programming and, here’s the key, no one else in their business is offering anything like it. Prospects like the sound of it and are asking to know more. It’s too early to tell but I suspect this point of difference will open a lot of doors for them.

Ways to differentiate

Let’s look at a number of tried and true ways to claim a unique point of difference.

Product – Can you offer a product that is so unique or even trendy that your business is associated with that offering? Or, can you extend a product and offer a valuable service to make the product more useful to the customer.

Service – Same goes for a service. Many times this can be the packaging of a service as a product. Consulting is often delivered on an hourly basis. Packaging a consulting engagement based on an outcome, with defined deliverables and fixed package price is a very effective way to differentiate a service offering. Don’t forget to give the service a powerful name!

Market Niche – Carve out an industry or two and become the most dominant player serving that industry. A really nice bonus to this approach is you can usually raise your prices dramatically when you specialize in this manner.

Offer – Can you become known by an offer you make? I know an accountant that offer his tax preparation clients a 100% refund on their preparation fee when they refer four new clients. They are the 100% refund tax guys.

Solve a Problem – Is there something that prospects in your market fear or seem to believe is universal for what you do? If so, focus on communicating how you have the answer. Painless dentistry for example. I know a remodeling contractor who found that what his clients appreciated the most was the way his crews cleaned up at the end of the day. He began to promote the fact that he owned more ShopVacs then any other remodeling contractor on the planet.

Message of Value – Many times there are things that you do that don’t get communicated. Extra that you provide or services you think should be included. Your positioning might just rest in more effectively communicating what you do. I know an office furniture dealer that has adopted the message – We Make Your Business More Valuable – to communicate all the things they bring to the party. Now, everything they do is focused on delivering on that statement. Everyone else in the industry sells furniture.

Banner Stand Industry
The worldwide banner stand industry is booming. Both indoors and out door banners are in great demand especially in the advertising world. A well-executed banner arranged in an attractive and interesting way, whether in a trade show exhibit, museum display, stage setting or retail store, is a sure way to drive the message home to the target audience.Exhibit builders look for two criteria while sourcing banner displays- creativity and value addition. For example, a pole banner stand is sturdy, simple and easy to install. Installation can take about 5 minutes. Other than set up time, another valuable addition is flexibility to hide exhibition space such as graphics and literature that has to

king it difficult for a prospective client to compare different companies. As a way to differentiate their business, they have begun to offer something they call Perfect Coaching. Perfect Coaching is a unique blend of training and programming and, here’s the key, no one else in their business is offering anything like it. Prospects like the sound of it and are asking to know more. It’s too early to tell but I suspect this point of difference will open a lot of doors for them.

Ways to differentiate

Let’s look at a number of tried and true ways to claim a unique point of difference.

Window Cleaning as a Business, Earn $500 per day
If you are a person that would prefer working for yourself as opposed to having a boss, then join the thousands who have taken the initiative and made the leap forward to success. Security is an important factor to people. Most of us feel that security can only be attained by having a job that brings in regular and steady income. This may prove true to the people that believe this, but look at it from this point of view. Do you personally know someone who has worked for a large company bringing in a steady income to suddenly losing their job? The truth is security only happens when you have more control over certain things such as the income you make, the time that you have and the freedom of choi

any times this can be the packaging of a service as a product. Consulting is often delivered on an hourly basis. Packaging a consulting engagement based on an outcome, with defined deliverables and fixed package price is a very effective way to differentiate a service offering. Don’t forget to give the service a powerful name!

Offline Advertising Secrets: Using Offline Advertising to Get the Most from Your 'Name Squeeze' Page
Many people online are not using one of the best advertising methods around. I’m talking about offline print advertising. I’ve been using it since 1998, and I have a secret to share with you. Over 60% of my online business comes from offline print advertising. I know that 60% sounds very high, but it’s because I use offline print advertising as my main advertising method.Before we go any further, I’d first like to tell you to not give up on your online advertising methods. You just need to learn to use online and offline advertising methods together.Here is how I used offline print advertising to drive people to a struggling “name squeeze” page.I know that many of you are frus

believe is universal for what you do? If so, focus on communicating how you have the answer. Painless dentistry for example. I know a remodeling contractor who found that what his clients appreciated the most was the way his crews cleaned up at the end of the day. He began to promote the fact that he owned more ShopVacs then any other remodeling contractor on the planet.

Are You Good, Great Or Awesome?
Are you good, great or awesome?One of the early lessons I learned about speaking (and business as a whole) was from Lou Heckler.Man, talk about a great last name for a humorist, huh?Anyway, here’s what Lou told me in 2003. I never forgot it:There are three kinds of speakers in the world.First, there’s a GOOD speaker. After he’s done with his talk, audience members come up to him, shake his hand and say, “Good speech. Thanks a lot!”Then, there’s a GREAT speaker. After he’s done with his talk, audience members come up to him, shake is hand and say, “Great speech! That story about that guy you met on the bus really hit a nerve. Thanks a lot!”T

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Against the competition – Many times you can create your category niche by looking for holes in the offerings of your competitors. If every one in industry fails to address a certain problem, boldly grab on to solving that problem and use your competition as the point of difference.

Clues to uncovering your difference

Look at your current clients. What common elements exist among your best clients? Interview your clients. See if they can tell you why they chose to work with, why they stay, why they refer? Study your competitors more closely. What do they do that you could do better, what don’t they offer they you could, how do they position themselves?

Communicate the difference

Once you find your chosen strategy or combination of strategies to differentiate your business, all of your advertising and promotion should be centered around shouting about that difference.

Commit to it, stay at it and resist the temptation to wander off in the next new direction. Building a brand, and that’s what I’m talking about, takes time and patience. The payoff, however, is what differentiates the winners from the losers in this big marketing game.

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