|
|
The contents of all trash receptacles on the property are sorted for recycling. So, feel free to deposit your recyclables anywhere. |
Are you going out of your way to make life easy for your customers? What could you do to make doing business with you a little less stressful, less complicated or more convenient?
Item #2: Never let any one customer become such a big percentage of your total sales that they can dictate the terms of your relationship, or even put you out of business. I recently met a lady who did let that happen and she lost her company when one customer became 60% of her business...and then squeezed her to death.
Item #3: Here's one to try on your friends. Ask them to guess what three competitive events had the most expensive ticket prices at the recent Beijing Olympics. The answer...#1 basketball. #2 swimming. #3 table tennis. They'll never guess "table tennis".
Item #4: Believe it or not, the raw material content of the average new car is only 7% of the total selling price.
Item #5: Way back in 1998, low priced retailer, Zellers, dropped their positioning statement, "Where the lowest price is the law!" when they realized that they could not compete with Wal-Mart on price. But, 10 years later, apparently nobody at Zellers has noticed that this defunct value statement is still emblazoned across the side of their Zellers store in Bracebridge, Ontario. How can this be...10 years and nobody notices or nobody cares?
We all laugh when we see businesses screw up like this. But, we should all look at our own businesses to see what we should have fixed years ago...and haven't. What might that be in your business?
6. Could you tell your value story and 'grab' your customers in just a few memorable words?
(time to read this article is about 45 seconds)
Printable version of this article.
When you truly understand your customers and your compelling value story, you can 'grab' them and clearly differentiate yourself in just a few memorable words.
ING Bank reinvented banking in North America. Their "no branches" business model allows them to pay higher interest on deposits and charge lower rates on mortgages. They're also known for their aversion to hitting their customers with extra fees and penalties...and for their consistent and innovative advertising.
I recently saw a great ING ad on the side of a bus that said simply...
"ING BANK...ALL CARROT -- NO STICK!"
This is brilliant. For people who feel they're being "beaten" by their bank, this is a real grabber.
M&M Meat Shops, the great Canadian retailer of prepared meals grabs busy Moms, who are too busy to shop, with their value positioning statement, "Hundreds of meal ideas...just one aisle."
Southwest Airlines grabs all of us who are tired of advertised low airfares that skyrocket when all the hidden fees and surcharges are added in. We feel that it's deceitful...and we hate it. Good old Southwest's new slogan is, "Low fares...no hidden fees" Once again...simple and brilliant.
So, the question for your business is, do you have a value positioning that is so simple, clear and compelling that you could put it out there in just seven words or less? In a time-compressed, five second sound bite world, this is a powerful marketing tool.
7. Our quick Quiz of the Month:
(time to read this section is about 40 seconds)
"Thanks" to all of you who answered our August Quiz, which was, "Name any of the 12 countries that sent competitors to the Olympics that have a smaller population than the 91,000 people who attended the opening ceremony."
The answer could have been Andorra, Antigua, The BVIs, Cayman Islands, Cook Islands, Grenada, Monaco, Palau, St. Kitts & Nevis, San Marino, Seychelles, or Tuvalu.
Congratulations to Jeff Morton of Ford of Canada. He takes home our Human Marketing DVD Seminar as his prize.
This month's Quiz Question:
Someone has to be the biggest or the best in the world at what you do. Why not you? When I ask clients this question, the usual answer is that they're located in some small city, or less powerful nation and could never be a global competitor.
You can be the biggest of the best in the world, wherever you are. For example, guess which country has the world's largest swimming pool? It's not Russia, it's not Dubai and it's not in Michael Phelps' back yard in the USA.
Guess which unlikely country has the world's largest swimming pool and you may win one of my excellent Video Management Seminars with step-by-step Implementation Guide.
Send your guess to Sharen Skene, our wonderful Director of Marketing, at sharen@donaldcooper.com. Each correct answer received will go into the 'pot' and one winner will be randomly selected before our next Newsletter mailing. The winner will receive his or her choice of any of our excellent DVD Seminars.
I recently saw a great ING ad on the side of a bus that said simply...
M&M Meat Shops, the great Canadian retailer of prepared meals grabs busy Moms, who are too busy to shop, with their value positioning statement, "Hundreds of meal ideas...just one aisle."
Southwest Airlines grabs all of us who are tired of advertised low airfares that skyrocket when all the hidden fees and surcharges are added in. We feel that it's deceitful...and we hate it. Good old Southwest's new slogan is, "Low fares...no hidden fees" Once again...simple and brilliant.
So, the question for your business is, do you have a value positioning that is so simple, clear and compelling that you could put it out there in just seven words or less? In a time-compressed, five second sound bite world, this is a powerful marketing tool.
7. Our quick Quiz of the Month:
(time to read this section is about 40 seconds)
"Thanks" to all of you who answered our August Quiz, which was, "Name any of the 12 countries that sent competitors to the Olympics that have a smaller population than the 91,000 people who attended the opening ceremony."
The answer could have been Andorra, Antigua, The BVIs, Cayman Islands, Cook Islands, Grenada, Monaco, Palau, St. Kitts & Nevis, San Marino, Seychelles, or Tuvalu.
Congratulations to Jeff Morton of Ford of Canada. He takes home our Human Marketing DVD Seminar as his prize.
This month's Quiz Question:
Someone has to be the biggest or the best in the world at what you do. Why not you? When I ask clients this question, the usual answer is that they're located in some small city, or less powerful nation and could never be a global competitor.
You can be the biggest of the best in the world, wherever you are. For example, guess which country has the world's largest swimming pool? It's not Russia, it's not Dubai and it's not in Michael Phelps' back yard in the USA.
Guess which unlikely country has the world's largest swimming pool and you may win one of my excellent Video Management Seminars with step-by-step Implementation Guide.
Send your guess to Sharen Skene, our wonderful Director of Marketing, at sharen@donaldcooper.com. Each correct answer received will go into the 'pot' and one winner will be randomly selected before our next Newsletter mailing. The winner will receive his or her choice of any of our excellent DVD Seminars.
The answer could have been Andorra, Antigua, The BVIs, Cayman Islands, Cook Islands, Grenada, Monaco, Palau, St. Kitts & Nevis, San Marino, Seychelles, or Tuvalu.
Congratulations to Jeff Morton of Ford of Canada. He takes home our Human Marketing DVD Seminar as his prize.
This month's Quiz Question:
Someone has to be the biggest or the best in the world at what you do. Why not you? When I ask clients this question, the usual answer is that they're located in some small city, or less powerful nation and could never be a global competitor.
Someone has to be the biggest or the best in the world at what you do. Why not you? When I ask clients this question, the usual answer is that they're located in some small city, or less powerful nation and could never be a global competitor.
You can be the biggest of the best in the world, wherever you are. For example, guess which country has the world's largest swimming pool? It's not Russia, it's not Dubai and it's not in Michael Phelps' back yard in the USA.
Guess which unlikely country has the world's largest swimming pool and you may win one of my excellent Video Management Seminars with step-by-step Implementation Guide.
Send your guess to Sharen Skene, our wonderful Director of Marketing, at sharen@donaldcooper.com. Each correct answer received will go into the 'pot' and one winner will be randomly selected before our next Newsletter mailing. The winner will receive his or her choice of any of our excellent DVD Seminars.
Send your guess to Sharen Skene, our wonderful Director of Marketing, at sharen@donaldcooper.com. Each correct answer received will go into the 'pot' and one winner will be randomly selected before our next Newsletter mailing. The winner will receive his or her choice of any of our excellent DVD Seminars.
8. What do good employees really want?
(time to read this article is about 60 seconds)
Printable version of this article.
There's lots of confusion about this, so here's the "straight goods". According to most surveys there are 7 things that really good people want in a working environment.
Note: This is not what average people want...and for sure it's not what sloths want. This is what top performers who will move your business forward want.
| 1) |
A challenging job with opportunity to grow. Good people want a challenge. They want to grow themselves and help you grow the business. They also want the training required to do that.
|
| 2) |
Clear, honest & consistent communication. They want to know where the business is going, how it's doing and how their work contributes to all of that.
|
| 3) |
A positive, uplifting environment with values they can be proud of. Good people will not stay in a depressing, stressful or unethical environment.
|
| 4) |
Recognition of performance. Good people want to know that their hard work is noticed and appreciated.
|
|
|
Money. Pay more and expect more.
|
|
|
A benefit menu & pension participation. This will be important to people who want to make a career with you.
|
| 7) |
Work-life balance. Most emotionally healthy people need and want some balance in their lives. This doesn't necessarily mean balance every day or every week because in most businesses there are busy times that require "all hands on deck" for some pretty wacky hours. Good people realize this...they just don't want it to be all the time. |
So, how does your business rate in delivering the 7 things that good people really want? Remember, the best people have to work for somebody...it's just that you have to deserve them.
9. That's all for this month:
(time to read this section is about 15 seconds)
Thanks for all of your great feedback and suggestions. We especially love to hear of your successes using our insights.
Don't forget to visit our Free Articles section on our website for lots more valuable articles on how to sell more, manage smarter, grow your bottom line...and have a life.
Also, let us know what you'd like to hear more about...or less about. And, do send us your stories and examples of great, horrible or just plain bizarre business practices that you find in your travels.
Finally, if you were sent this Newsletter by someone else and would like to subscribe yourself simply click this subscribe link.
Kindest regards,
Donald Cooper, MBA
Certified Speaking Professional
Member of the Canadian Speaking Hall of Fame
For information about booking Donald for your company or Association, contact Sharen Skene our wonderful Director of Marketing at Sharen@donaldcooper.com.
Back Issues of our Newsletters are available on our website (along with lots of other valuable articles and implementation tools).
Kindest regards,
Donald Cooper, MBA
Certified Speaking Professional
Member of the Canadian Speaking Hall of Fame
For information about booking Donald for your company or Association, contact Sharen Skene our wonderful Director of Marketing at Sharen@donaldcooper.com.
Back Issues of our Newsletters are available on our website (along with lots of other valuable articles and implementation tools).
|
Tel: 1+ (416) 252-3704 Fax: 1+ (416) 252-3705 |