You might think what a silly question, of course I want the money spent on me and not my competitor you say. If that is the case why do many business owners act in such a careless way as if they rather the money was spent with our competition?
Rather than focussing on how the extra revenue might benefit ourselves should we look long-term at what we can offer our customers, distributors, clients, franchisees and the best way is GC&P.... So instead let's look at guidance,care and protection.
If your client needs a product/service could you offer more guidance care and protection... You or your competitor?
If you have a competitor that is better than you at GC&P then watch out as they will take market share away from you and your business.
Just save all your the expense of running a business and send each customer to the competition. However if you set a best practice, getting it right on each and every occasion you will take customers away from you competitors. Don't be the one only after the money be the one that really wants to see your client/distributor grow and succeed.
This get's your customer into your fold as you start to gain a loyal following.
The word customer could be exchanged for anyone you do business with including franchisee,agent,client, distributor and possibly sometimes even supplier.
You must never be a weakling when it comes down to marketing as the best man will win and the meek will not inherit the sale.
Treat the customer like they are a child and not just any child... Your child.
So the customer is not just someone off the street they are like your child.
You are sworn to care, protect and guide your own child.Do the very same with your customer.
You could ignore this idea, even snigger, when you do the, there's a massive chance that the customer or rather the child will buy into another persons pitch and find someone who's saying they are more caring than you.
As customers sometimes buy the story of a scam artist a child can be lured by someone of warped character and in the same way customer can be taken advantage of.
Okay you say now he's rambling and lost the plot!
Wrong! Open both your eyes as right now today all around you there are people selling get-rich quick schemes. Whilst others have tremendous business opportunities and do not offer the (fake)care or guidance of the pitch of a well oiled get rich quick scheme.
The fake gurus all preach (give me money)I'll get you, customers quick, get to the top of Google in a day. If anybody offers you anything in the fast success department run away and do not even ask them any questions.
I will just repeat that again, when offered get-quick-anything WALK AWAY asking or answering no questions. There never has been get-whatever-fast and long-term never will be.
Customers are like children and simply it is not the customers job to know that.
With free sweets,like a child, they see the sweets and they get entranced. Those sweets look so tasty they forget why they came and why they met. In business it is more lolly than lolly pops that makes sane peolple forget that they didn't really want to get into business to get-quick-(insert a word). The real pitch is not instant riches more often we want freedom to live how and where we choose. Today I write this from my home on the beautiful Indian Ocean Island of Sri Lanka and I know that all my old chums (before self employment as a manufactures agent) are working 08:00am until 9:00pm 6 days a week playing a game called never enough and some earn more... so they should as they forgot how to stop.
Because most of us don't get into the business to 'get-top of Google,rich or whatever else-quick" keep very clear why we got into business.
Freedom over our lives and for our family.
We know that if we work for someone else,we've sold ourselves as wage slaves,someone will tell you what to do, when to do it and how long you can go on
holiday. The places you go are also dictated by the boss as they decide how much you will get paid and we're always at their beck and call.
Pissing you life away at the beck and call of another means they enjoy the lifestyle and you can count all the sunny days that pass you by. In the UK today we have around 250,000 people looking to escape that employment
trap and that is when we start a business. Then we find the business is actually much harder than we have ever intended. We work 7 days a week, three for the taxman, two for the bank and end up with a 10% bottom line profit. More sunshine is passing us by than ever before.
That's when the pervs with the sweeties pitch up. In business terms it is the fake guru's and outright scam artist who know you're struggling.
These people feed their family from knowing you'll do anything to get some more lolly in the bank. They know that you'll do anything legal to get noticed by the search engines or pitch all of your friends on a fake set of e-books or tapes. You should do your duty and fight off the fake guru and slick pitcher.
Your customer will get promised the world by these people and you know that the promise is false. You know that the get-quick-whatever is just a waste of time, energy and money. You can let these scam merchants win. Or fight them off. You will need to market the way you should and create more opportunities to do business. You are now going to brush up to present your products and services the way you should.A long comprehensive demonstration built off the back of asking questions will convert more customers and I promise you presentation matters.
Do you see what I see? Our false guru's selling get-quick-rich-whatever,are selling thin air.
The real business has real products/services and will not have anything to present that is so spectacular.
You can win the battle against the false guys by being smarter and this comes from understanding the psychology of a customer. So you have to be smarter. You have to present the information in a manner and sequence that goes in sequences to your customer's brain.
We all think in the same steps whenever we are buying something, we always follow a solid path to making a decision.
It will happen as fast as light and you need to be trained as to how this will happen. The brain sees the buying process as a ritual, customers like to solve problems, customers buy from what they see as people like themselves, customers never like to commit, customers have a secret code that they talk in to avoid buying, this code is often called telling fibs and customers use the information presented to thems against your business by touting it around the competitor.
Politely some might say this is a series of extremely analytical steps and this should be avoided at all costs and you should break the routine. Of course when we're marketing, we completely ignore the buying process. And in doing so, we fail to get hold the customer's attention and simply lose control.
When we lose control we drive that customer right into the arms of our competition.
The competition might be out of tune (like you), let the customer go,off they drift until a false guru does some smart selling and your customer is swallowed up.
The false guru and the scam artist has no hard sell to get the customer, they simply use psychological step and this is also great news is for you no hard sell need take place. Hard sell is not needed. Not wanted. Not required. What's needed is a buying process with all the right question, establishing the right information in the right process, and followed up with the right call to action.
The questions and the presentation are very important. The hard sell doesn't. Present your information, try to see if it is the right solution for a customer, customer, I prefer to try to eliminate in the right sequence and then the customer will come to you. And you can care, protect and guide them in the way you care and protect a child. Guidance, care and protection are the keys to controlling the ritual or you will fail to care, protect and guide.
You lose the customer. You lose the money a customer was about to pay you. You have less money than when you had a job, less holiday, no family treats and do not hit the business plan!
Keep this up and the bank will call in the loans or you struggle with the mortgage and then the family get at you. You go from happy-go-lucky employee to desperate business owner. And then the false guru comes along with a get rich quick pitch and you join the viscous circle. What happens next. If you wish to avoid what happens next keep an eye on this blog and get a slice of the online action at http://myinternetmillionaire.blogspot.com
I am pleased to keep you furnished with tips and quite frankly your money is not my motivation.
Just monitor your marketing, only spend money on what brings people to you, or you to the people and spend more on what works.
Make a presentation off the back of asking questions and present the price.
Have a reason to do business now.
Ask do you like it?
Is the price right?
Is the price right?
Shall we get the paperwork out of the way?
The right process in these unusual times will make you a fortune and I hope to be of service along your journey
The right process in these unusual times will make you a fortune and I hope to be of service along your journey
See you at the top!
Richard
Richard Williams
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