The big unseen cost for business owners

The big unseen cost for business owners

Here’s a troubling thought for you:

Last week someone in your area bought what you sell. 

They weren’t a price shopper, and they wanted something good quality and long-lasting, so they spent good money on it too.

Here’s the problem: they didn’t buy it from you.

Not because they considered using you and then dismissed it, but because you weren’t even on their radar.

The one thing you need to get ahead

The one thing you need to get ahead

I’ve always believed in the power of learning, no matter how accomplished you already are.

One of the people I’ve been learning a lot from recently, is a guy called Grant Cardone. You might have heard of him – he’s very American, very salesy, but he’s got some really excellent stuff to say. 

In his book Sell or Be Sold, he makes a terrific point that hit me head-on…

The one thing you need to get ahead, is to sell.

With that in mind, here’s 7 sales lessons that’ve stood out so far:

5 minutes to fresh enquiries

5 minutes to fresh enquiries

Before I go any further, I want you to banish all thoughts of what a successful sales and marketing message should look like. 

Because what I’ve got to share with you goes completely against the grain of what most people think marketing is – we call it the ‘Re-activation Email’. 

Quite frankly, it wouldn’t be too harsh to consider it the runt of the marketing litter.  It’s a bit of an ugly little bugger, but it sure does get results.

Two golden words for selling

Two golden words for selling

As I mentioned the other week, I’ve always believed in the power of mentors – having someone who’s already trod the path that you want to go down is a very smart way to shortcut success.

Last week I mentioned one of my oldest mentors; this week I want to refer to one of my newest – the inimitable Nigel Botterill.

Botty’s a bona fide UK business superstar, with bags of sales and marketing experience.  Last year, he introduced me to a very clever approach, that can be used by local businesses with great effect.

Jose Mourinho & Marketing

Jose Mourinho & Marketing

I was flicking through the channels the other night and I caught one of those football shows, ‘The Premier League Years 2004/5’. It was the season that signalled the arrival of ‘The Special One’, Jose Mourinho.

It was 14 years ago now, but there are two big marketing lessons in the changes that Jose made to Chelsea, and I wanted to share them with you.

Throwing in the Towel

Throwing in the Towel

I had the chance last week to spend some time with legendary explorer Sir Ranulph Fiennes.

You know who I’m talking about – the guy who cut his own frostbitten fingers off with a hacksaw.

Although I’m not planning on climbing Everest anytime soon, Britain's greatest living explorer had some hard-won advice that I enjoyed digesting, and I thought it might be relevant for you too.

It's about building a ‘marketing system’

It's about building a ‘marketing system’

Over the years, I’ve realised that when it comes to marketing, there are three distinct types of local businesses:

  • #1 - Those who do no marketing (or very little), and rely solely on word of mouth

  • #2 - Those who do a few campaigns throughout the year; maybe radio for a couple of months, then a flyer-drop a couple of months later, or a newspaper ad with an offer to stimulate sales

  • #3 - Those who see their marketing as a process and a system, and have properly bought into the idea of 'rhythmic customer acquisition'

The 4% mistake

The 4% mistake

Bear with me for a moment, please.  Here’s a couple of questions:

Did you wake up this morning and decide that - today - you’re going out to buy a car…? Or, a new washing machine…? Or, a new kitchen…? Chances are, you didn’t.

You see, research indicates that if you take most products, only 4% of people want them TODAY…

Ideas are not the problem

Ideas are not the problem

I was chatting to a kitchen retailer a couple of weeks ago; talking through some marketing ideas for his business.  We came up with some great strategies to generate more leads and win more work, but then he stopped me and said:

“Here’s the thing, David – ideas are not necessarily the issue; it’s putting them in place that’s the problem.”

It’s a simple statement. But to me, it’s profound in its ability to sum-up where so many local businesses are at…

Dabbleitis

Dabbleitis

Over the years, I've spoken to A LOT of kitchen retailers.
 
And a huge percentage of them suffer from the same problem.
 
I call it ‘Dabbleitis’ – the tendency to dabble in multiple forms of marketing, without ever really gaining traction with any of them.

Gorilla Love

Gorilla Love

Following on from my Customer Experience thoughts a couple of weeks back, I thought I’d ask a question today:

What’s the difference between a Customer Experience and Customer Service?

Well, we believe that the ‘experience’ is proactive and takes place leading up to the point of the sale, while ‘service’ is reactive and will inevitably happen after the sale has been made.