SALES AND MARKETING: Is Google or Groupon . . . Goliath?

Sales and Marketing with Bill Doerr

15 Second Executive Speed Read

As competition heats up from committed local firms and capable global competitors, it's imperative that your business 'stands out' from the crowd of firms who are all vying for the dollars your customer or client has to invest in the outcomes that you claim to deliver.

The term 'New and Improved' is a marketing mantra that has driven revenues since advertising first began. But it's a tough challenge to be both and stay that way for long.

You'll be better off finding a sustainable way to differentiate your business that doesn't require constantly renewing your offering. And how do you do that? Read on . . .

'Standing Out' from The Competition

In any marketplace, the consumer -- customer, client, patient, etc. has the ultimate economic challenge. They have relatively unlimited ways to spend an equally limited resource -- their budget to enjoy a benefit that you (and many other firms) claim you can deliver.

The challenge . . . the question that must be answered is . . . "Why You?".

If you address it better than your competition, you win. If not, you don't. Lose too many of these 'consumer encounters' and it could be 'Game Over!' for you. Harsh? Yes. Truth? Yes. Opportunity? Most assuredly!

What Makes YOUR Business 'Stand Out' To Your Ideal Client?

It's well known that, according to the renowned marketing expert Ted Levitt of Harvard Business School fame, differentiating a product or service or personality (think 'politicians') requires two things: 1) uniqueness, and 2) beneficial value.

The Enigma of Differentiation

Here's the problem. If you're truly beneficial, you won't be unique for long.

Take the recent success of Groupon. Google, seeing a good thing, offered them $6 Billion dollars for their model. That's BILLION! That's proof of serious value!

But, Groupon declined the offer of a buy-out and Google decided (maybe with that $6 Billion for R & D) that if you can't buy'm, BEAT'M . . . and immediately went to work to create a similar business model Google will be calling Google 'Offers'.

There goes the 'unique' factor! Now Groupon may well survive. But will it remain the market leader it's recently become? Will that $6 Billion in value ever be realized? All good questions that will be answered in time.

Beating The Enigma

OK, so here's the rub. If you're good, you're going to be copied. Count on it! By your competitors. Maybe better funded competitors. Maybe better equipped competitors. Regardless, you're only the 'top dog' for so long in a highly competitive environment. And right now . . . that's precisely the business environment we're all operating in. So, what can you do?

First, make sure you're providing a real value to the market/s you seek to attract and serve. Then, find something that is unique that is extremely difficult if not downright impossible to replicate and promote the you-know-what out of it! That's not always easy. Colonel Sanders had his 'Secret Recipe'. So did Coca-Cola. But most of us aren't so lucky to have a truly 'unique' edge. Or . . . are we?

You . . . Are The Uniqueness!

I work with one of the finest insurance agents in the country -- Shon Messer, MSFS, CFR, etc. Shon's a partner in Shubert Insurance in the Birmingham, AL area.

When you work with Shon or Dan or anyone in the office . . . you quickly realize that this is not just any old agency. They claim to be your 'Lifetime Insurance Partner' and that's not some marketing hype. That's real. How do I know? Because when you call the office, they know who you are. They ask about things going on in your life. They celebrate their relationship with you and make you feel well, 'special'. Why? Because they know you can buy what they sell from any number of firms. But guess what? You can't get Shon or Dan or Marsha or Heather or (get the idea!) in any other agency except the Shubert Insurance agency. Their product lines and company relationships make them valuable. But the experience their people create with their clientele . . . is unique. And THAT . . . is how they manage to be outstanding to their clients and STANDING OUT in an increasingly competitive marketplace.

Key Point:

Just like Shon Messer, YOU are the one thing that none of your competitors can offer your prospects.

Once you learn what makes YOU stand-out to your prospects and customers (do a survey and ASK if you're not sure), you'll find that offering a beneficial value AND the uniqueness of yourself . . . will help you create and sustain a competitive position and edge over the competition you may feel is breathing down your neck.

Celebrate the uniqueness you offer and the value you create and learn how to 'play in your own ball park' -- your business will be the better for it and . . . your competitors will be very, very nervous! '-)


Bill Doerr, Partner / Markitect at SellMore Marketing helps professionals and other service providers to market their problem-solving expertise simply, effectively and affordably. You can reach him online at SellMore Marketing, or by phone at 860-798-6964.

For more information, please visit Bill's TNNWC Bio.

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SALES AND MARKETING: Is Google or Groupon . . . Goliath?

SALES AND MARKETING: Appreciation Marketing

Sales and Marketing with Bill Doerr

15 Second Executive Speed-Read

In the highly competitive, over-crowded marketplace of 2009 where more media seems to produce fewer results there's a growing concern among small business owners about how to best use increasingly limited resources to achieve their marketing objectives. Enter Curtis Lewsey, author of his latest book, Appreciation Marketing / How To Achieve Greatness Through Gratitude. The principles and practices he shares may hold some of the answers that many, perhaps even you, are seeking!

The Magic Wand of Marketing

If I gave you a 'magic wand' for your marketing, you'd probably use it to create a steady stream of highly qualified prospects who all know you through the influence and prestige of people you know in common. That's the positive consequence of having developed a network of people who know, like and trust you personally and respect you professionally. Over time, you'd find you have more people to process than time to do so. Nice picture, right?

The Reality of Marketing

Wake-up time! If the above scenario doesn't exactly reflect your own reality, take heart. It doesn't have to stay that way. But you do have to do something differently in the future than you've been doing in the past.

Curtis Lewsey and his new book Appreciation Marketing may hold the answer to what you need to do to get better marketing results.

I met Curtis over a year ago at (what else!) a business event. Everyone I was meeting was buzzing about "that guy" across the room.

When I got the opportunity to meet him, I understood why everyone was his 'raving fan'. He was on a personal mission to enjoy the reality suggested by the old saying, "See 2 people a day to bring (financial) freedom your way". Curtis believed it and was living that truth with everyone he could at every chance he got.

As a recent Sacred Heart University grad, Curtis was developing quite a business for himself. Like Johnny Appleseed he was committed to 'sharing the word' about keeping-in-touch to stay-in-mind and create value-for-all with his people -- small business owners and self-employed entrepreneurs.

Since then, he's impressed me more by his actions than his rhetoric. Although both are very impressive!

Common Sense and Common Practice

Curtis shared that, according to a recent CNN poll, a majority of smaller firms are expecting a decrease in revenues for 2009. Most also indicated that they plan to invest less on their marketing in 2009, too. Folly? I'd say so. Understandable? Absolutely. On the surface, it seems to make sense. But, it's a costly strategy in the long-run.

The problem isn't that an investment in marketing is bad. Investment in bad marketing is bad! And, in 2009, a throwback to the 'good old days' where marketing meant building relationships with your market members may be back in style.

It's The Relationship That Matters!

Curtis has achieved a level of success at an age when most people are still trying to get traction on their careers. Part of why he has achieved so much so quickly is his network of people who know, like and trust him. "I've got close to 4,000 people in my database whom I've met personally in a 1:1 setting and I know a) what they do and b) who is most likely to benefit from their expertise". That . . . is awesome!

Connecting is Not Enough

As laudable as knowing 4,000 people is, it's not enough to realize value from those relationships. Curtis also knows he must stay 'top-of-mind' with these people or he risks falling off the 'mental shelf' in the category he wants to occupy with them.

Old School is Cool

"In a Google age, you can always find a cheaper alternative for anything". So we're all at risk of being viewed as a commodity. And the only way to differentiate a commodity is on price -- and a lower price is a sure-fire strategy to marketing Hell.

An alternative approach is to develop a personal relationship between you and your prospects, clients and centers-of-influence so you can leverage the relationship in a mutually beneficial manner.

Curtis likes to say, "Success reflects the connections you make and the relationships you maintain over time". It's the quantity AND the quality of your relationships with people that matter, isn't it?

Tomato Gardening

One chapter in his book is called Growing a Tomato Garden. The term 'Tomato' stands for 'Top-Of-Mind-Awareness-Through-Others'. The garden is your network and the fruit of your labor in the garden of connections is very, very sweet indeed!

Attitude of Gratitude

Curtis says, "Basic etiquette -- recognizing people and appreciating them is a key factor in building a relationships. You need to be thankful for the people in your life. You also need systems to help you implement and maintain an appreciation strategy".

Chocolate-Frosted Dog Crap

Curtis cautions, "Once you're committed to TOMATO, it's imperative not to lose your authenticity as you implement a keep-in-touch communication strategy".

One of the book's chapters is "Chocolate-Frosted Dog Crap". It sums up what doing the right 'thing' without the right 'attitude of gratitude' is all about.

Keeping in touch just to keep-in-touch, without the requisite commitment to the relationship you have with someone is hollow and mechanical -- just like putting chocolate frosting on 'dog crap' and then calling it 'chocolate cake'. Sooner or later the subterfuge will be painfully obvious.

Resources

If you're interested in leaving more about the Appreciation Marketing principles and practices, get yourself a copy of Curtis' latest book: Appreciation Marketing. It's due out in early July 2009 and addresses the topic in greater depth and detail than space allows here.

Visit www.appreciationmarketing.com as well. There you can register for The Apppreciator e-newsletter that features case-studies and 'best practices' you can use in your business. Of course, you can contact Curtis directly at: 203-331-2575 or email him at: curtis@appreciationmarketing.com.

Epilogue

Sensing our time was running out, I asked Curtis for a 'parting word of wisdom'.

"Never lose sight of the importance of making connections and building relationships. It's not all that difficult but you must do a little bit every day".

In the last chapter of the book, "The Popcorn Principle", Curtis explains how a system to do something like popping pop corn or keeping-in-touch . . . asks that you have faith . . . that you trust . . . the system will work.

You may not have connected with as many people as Curtis Lewsey, but if you adopt the principles and practices of his Appreciation Marketing, you can enjoy more success than most.

Thank you Curtis. I appreciate the time and wisdom you've shared here with us all.

Curtis Lewsey is an author who shares business wisdom that builds relationships and revenues for his small business clients. His latest book: Appreciation Marketing is coming out in July 2009. For more information, call him directly at 203-331-2575, email Curtis or visit his website: www.appreciationmarketing.com.

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Bill Doerr is CCO of SellMore Marketing. He helps professionals and other service providers to market their problem-solving expertise simply, effectively and affordably. You can reach him at www.sellmoremarketing.com, by email at billd@sellmoremarketing.com or by phone at 860-798-6964.
For more please see Bill's TNNW Bio.

*******
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SALES AND MARKETING: It's The Experience, Stupid!

Sales and Marketing with Bill Doerr


Bill's section is brought to you by qAlias








15 Second Speed Read

Sticks and stones may break your bones but names will never hurt you . . . is an old childhood response to being called some name you don't like. It's true, names can't hurt you (unless you let them). And words, in marketing, don't necessarily help you either. What does? Creating an experience that makes people say, "Wow!"

The Repairman

Recently, our washing machine broke down. Not the end of the world. Just the clean clothes! Needless to say, it quickly became a high priority to address.

Not having any regular need for someone who could fix our washer, I went online and starting searching on Google. Put in 'appliance repair' and my geographic location. Voila! I had a bunch of potential candidates to help us get our washing machine working again.

I found a firm that was close by. I called them. "We can't get someone there until Thursday . . . and we need a credit card approved before we commit to send them". Now, y'know how 'beggars can't be choosers'? Yeah. Well, that was us! So I agreed. Gave them the credit card and waited for Thursday. Late on Wednesday we got a call. "We can't get a guy over there until Monday . . .". Not overly happy to learn that (on Wednesday afternoon no less!) we planned to see them on Monday.

On Monday. The technician shows up. Then he asked, "Where's the refrigerator that's not working?" I explained it was the washer, not the refrigerator. "Nope" he says, "It's your refrigerator . . . says so right here on the work order!" He was actually proud of his 'evidence' of what was wrong. I was shocked that the customer's input (mine!) was being ignored! "Uh, no . . . it's the washing machine". "OK, show me where it is . . ."

Within moments it became painfully obvious that this allegedly skilled technician didn't know much about washing machines. "Uh, do you have an owner's manual for this?" I did. I had already gone through it a lot in the days preceding this service call. "Sure thing . . . here you go". He proceed to pore over it like a teenage boy with a new copy of Playboy. "Oh . . . THAT'S what that is . . . " and similar comments were being made by the repairman with a disquieting frequency. With all the control I could muster I asked, "Look, can you fix this washing machine or, not?".

With a look that reminded me of how I looked upon learning that my calculus professor was springing an unexpected quiz on the class he said, "Uh, well . . . no. I'm not trained for this brand (a HUGE name brand!) and I don't want to mess it up".

Now I've got really mixed emotions. On the one hand, I want the washer fixed. On the other hand, I want to kill someone (or, at least have some clean clothes for a change!) and yet I had to admire (weakly, I'll admit) the guy's candor and honesty. What didn't make matters worse is that the 'service call' cost me $174.50 . . . just to learn "I can't fix your washer". Sheesh!

So it's back to the Google Search. This time, I lucked out!

I made another appointment. The man showed up precisely when we were told to expect him. He even called us about 15 minutes before to confirm our address and to assure us he'd be at our home shortly. (Man, I was starting to get hopeful!)

Upon entering our home, he put on cloth 'booties' -- like the surgeons wear. "You don't have to do that", I said. "Sir, it's our company policy . . . because it's your home". OK, I'm alright with that.

He assessed the underlying cause of the malfunction almost as soon as he walked in the laundry room. Made the repair. Cleaned up the entire area after making the repair, in fact. But it was what happened next that really sold me.

As he's leaving, he asked, "While I'm here, is there anything else . . . we cover up to three appliances on any service call . . . same flat rate . . ." OMG. While the refrigerator wasn't broken, the ice machine part had stopped making ice about a week before. He fixed it. "No extra charge. You have one more appliance . . . anything else?" I didn't. Then the very best part of the call.

"Before I go, may I take a moment to go over something with you folks?" (Sure!) He then proceeded to do the following:

1. he gave his business card -- with his photo AND direct cell number
2. he expressed his PLEASURE to be of service to us (and meant it!)
3. gave a packet of information including "10 major brands and key services we offer"
4. he gave a list of "10 advantages to doing business with (his firm)" (felt like Dave letterman was doing their marketing!)
5. he gave us our 'Preferred Customer" club card -- and referral program
6. he reviewed his company's 'Code of Values and Conduct'
7. he reminded us to call him if anything "Doesn't stay fixed"

Epilog:

The next day we got two phone calls. One was a follow-up call from our new 'friend' in the appliance repair business. "Just checking in to make sure the washer is running as you expect . . . " WOW! Of course it was. But the follow-up call? Man, that almost brought tears to my eyes. The second call was from a friend of my wife. "Joyce, do you know anyone who could fix our stove?" Now who do you think we recommended?

The Lesson:

My Google search revealed WHO we could use for the repairs we needed. But my EXPERIENCE is what convicted us of who the real 'preferred provider' was. In the end, it's a cliche to say it, but "It IS The Experience, Stupid".

Talk is cheap. But ACTION . . . aligned with your values and focused on your customer or client or patient . . . is priceless! It's the best and most controllable way to differentiate yourself and your company in the mind of your prospects, clients and centers-of-influence. Use it!

Bill Doerr, CCO of SellMore Marketing, LLC is the creator of The Preferral Prospecting System™,
 The Expert Directory™, The Client Machine™ and The Ultimate Client Development System™. He is an Authorized Duct Tape Marketing Coach and a licensed facilitator of the Get Clients NOW! program. Bill uses these resources to 
help service providers generate more awareness in their marketing area, interest in their services, and revenues in their bank. You can reach Bill by phone at: 860-798-6964, online: www.sellmoremarketing.com by email: billd@sellmoremarketing.com or through the TNNW Blog: http://thenationalnetworker.blogspot.com
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