Archive for May 2010
“Fill in the Blank” Branding?
Do you need an “easy way” to brand your business?
Try these two exercises from Procter and Gamble and Marty Neumeier that can assist Solopreneurs and Small Business Owners in better branding their business. Simply “fill in the blanks” for your business!
1. FOR (your audience) (your product name) IS A (category name) WHICH PROVIDES (main benefit) UNLIKE (primary competitor) WHICH PROVIDES (competitor’s main benefit).
Source: Procter and Gamble
2. OUR (offering) IS THE ONLY (category) THAT (benefit).
Source: Marty Neumeier
President, Peace of Mind Experience?
Yes…there is “such a thing!” Cory Hansen, Owner, Spectrum Restoration Services, has recently implemented new titles for all of his team that are outward-facing, not inward!
Spectrum provides disaster restoration services, including flood, fire, smoke and mold remediation. As Cory says, “When things have gone wrong, they get it back to where it was before!”
Cory continues, “We provide restoration services, but what we really provide is restoring peace of mind–emotionally, mentally, and physically–to homeowners and commercial businesses.”
To emphasize this point, he has taken the title of PRESDIENT, PEACE OF MIND EXPERIENCE while others in his organization now have titles such as PROPERTY CONCIERGE, PEACE OF MIND EXTRAORDINAIRE, and MISSION CONTROL! He wants his team to facilitate the Peace of Mind Process for every customer touchpoint. Pretty cool…think about this for your business!
Cory can be reached at www.spectrumrestoration.com or chansen@spectrumrestoration.com or 630.898.3200
EXTEND THE CORE…
As a small business, it is important to always be “on the lookout” for new and innovative solutions for your customers and clients. Of course, the first place to start is with “marketing and selling more” to those who already “know, like, and trust you” or put differently, they have already purchased from your business.
A way to “look for new markets” or “solutions to sell” to those clients and customers is to “take a look” at what they are doing or where they are or are going before and after they encounter you and your business.
Examples include: An interior designer provides designs to homeowners and commercial businesses. But…they can “extend their core” by offering services for “pre- and post-” client engagement by shopping for home or business accessories for their clients. This saves clients time and energy…it is completely “finished” for the client!
Another personal example is Volvo of Lisle which not only offers to come to your house to perform some basic maintenance procedures, but will even offer to come to your house, take your car to their location for service and then return it home to you! GREAT GREAT SERVICE!!!
So…”think out of the box” as to how you can extend your core offerings to your clients and customers!
Some fun with Statistics!
80% of life is showing up — Woody Allen
95% of Small Businesses do not follow-up with prospective clients or customers. A 1% improvement in follow-up can result in a 35% increase in revenue!
A 100 watt light bulb can light up an entire room…but a 100 watt laser can burn a hole in the wall of that same room! Narrow your (market) focus to “burn your competition!”
80% of prospective purchasers search the Internet before purchasing. When a prospective purchaser finds you, be sure that your business is “attractive” and emotionally appealing to them!
85% of Small Businesses do not use a Marketing Calendar to implement their Marketing Plan. The 15% who do realize over 50% revenue growth as a result!
The average person needs to hear your message seven times (7X) before they buy.
We retain 10% of what we have “heard” after 30 days with one “touch point,” but with six “touches” within 30 days, we remember 90%!
INTERESTING SALES STATS…
48% of sales people never follow up with a prospect
25% of sales people make a 2nd contact and stop
12% of sales people make a 3rd contact and stop
only 2% of sales are made on the 1st contact
5% of sales are made on the 3rd contact
10% of sales are made on the 4th contact
80% of sales are made from the 5th to the 12th contact