Why Should I Do Business With You? - (Speech to SCA)

TELL ME AGAIN…WHY SHOULD I BUY FROM YOU?

I am your customer, your client, your prospect. Please tell me…why should I do business with you? If you’re open for business, there is obviously a demand for your products/services. But why should your customer do business with you?

HERE'S ANOTHER QUESTION

What is Marketing? MY VERSION---Marketing is the study, understanding and responding (internally and externally) to the EVER-changing needs of your customer, your industry, and your competitors…IN ORDER TO SECURE LONG-TERM, PROFITABLE CUSTOMER RELATIONSHIPS.

Marketing is everything you do from the time you get up, until the time you go to bed. It is the clothes you wear. It is your business card. It is how you greet every person. It is your logo. It is your brochure. It is your website. It is everything you say. You always represent your company.

FOUR MORE QUESTIONS:
Do my customers really see me as different from my competitors? IF SO…Why do they see me in that way? IF NOT…How do they see me? What more can I do to make my business become more distinctive and more appealing than any other?

Our world changes so rapidly, that we often miss many threats and opportunities that can dramatically change the way we ‘do’ business. Missing the signs, by not taking the necessary time to look around and grasp these changes …could be a critical mistake.

How many of you know what a SWOT is? S-W-O-T not SWAT…

S.W.O.T. stands for: STRENGTHS – WEAKNESSES - OPPORTUNITIES - THREATS

S – Strengths AND W – Weaknesses – are internal.

STRENGTHS--What do I do that makes my business stronger than the others?

EXAMPLE: I open early. I have 24/7 service. My customers can order online. I have a consistent marketing strategy. My internal communications are strong.

WEAKNESSES-What do I do, or what don’t I do that makes my company weaker than my competitors?

EXAMPLE: I do not have 24/7 service. My distribution network is smaller. I don’t even have a marketing strategy.

O-Opportunities AND T-Threats – are external.

O-Housing starts in my area are at an all-time high. (This could help increase distribution for a magazine. It may help develop a market for air purification.)

EXAMPLE: My industry is experiencing the largest growth in decades. (This will certainly increase opportunities to place more qualified workers.)

T- My competitor seems to have more advertising dollars than I do. I can’t afford to hire any sales-people just yet. I am just a small business…my competitors are bigger, older companies. I don’t have the visibility they have. Turn this into an opportunity…they are creating awareness for your industry.

The differentiator, and what will make yours a better, stronger company---is what you do that will turn the weaknesses into strengths – the threats into opportunities. But first…you must recognize each one of them in each category…as they relate to you.

If your distribution network is smaller, find a partner who enjoys a similar target demographic and share the distribution…it will cost a fraction of what it would normally cost. If you don’t have advertising dollars…create a public relations program that will drive attention to your products and services. If they are bigger and have a marketing strategy…create a strategy that will increase your market share.

What makes your company different from all of your competitors? If you haven’t looked closely into your company, your industry, your geo/demo graphics…from the inside-out…it’s time to do that. If you do not perform this task…I would advise that you close your doors now, and save a lot of money and time that can be directed elsewhere.

You may have heard the term, “Don’t be a GOOB.” Well, 30 years ago, it was my claim to fame in marketing…along with “I’m Fonda Honda”, We’ve all seen the signs:

Going Out Of Business

As principle of one of the largest, mid-sized advertising agencies in Southern California and Washington, I was asked to deliver a speech to a Southern California Retailers Association, to discuss issues related to success and failure in the Retail Business.

One of my theories, which I continue to espouse is what I call: “The Caveman Principal”.

All of our research pointed to the fact that companies that succeed, that survive, are the companies in which their owners were ALWAYS DOING SOMETHING that benefited their company and/or the employees. They learned how to reach their market – how to get attention…back then, they made signs, they bought balloons, they created flyers and direct mail cards. They created visibility. They bought advertising…inside and out. But most importantly, they communicated with every employee about the philosophy of the company, the plans of the owners, and they solicited input from everyone.

The best scenario was presented as: "If you owned this company, what would you change?"

These surviving companies investment spent dollars to purchase opportunities to reach their target market.

The key phrase is “investment-spending”…Through investment-spending they created the desire for their prospects and customers to buy from them.

Even when times were tough, and the economy seemed down…they maintained their visibility, they NEVER stopped marketing...they stayed on message. They loudly stated…”I’M OPEN FOR BUSINESS-I HAVE GREAT PRODUCTS AND SERVICES-BUY THEM HERE.”

Those who did not investment spend in their businesses, seemed to pull in…hide in the back of their “caves”, so to speak, and did not survive. They went out of business…they became GOOBS.

If I could impress upon you, something of absolute importance, it is: "Invest in your brand."

And, it’s not all about advertising or marketing or marketing communications.

STATED LOUDLY "YOUR BRAND IS NOT YOUR LOGO." Your brand is only what your customers think of, and trust, in you, your company, and your products/services.

A major process in building your brand is to ensure that you relay to your customer a clear idea of how you want to be thought of. Once you have this in mind, you must consider everything that you say, do, print, and display, from that moment forward.

In everything that you say and do, ask yourself:
Will this get me closer to where I want to be in the mind of my customers?

There are many "sayings" and "buzzwords" in business. One of them is: "If you don't know where you want to go, any road will get you there".

In business, you won’t always get there…map or not. We believe that you must have clear and measurable objectives, and know where you want to take your business. Without them, the road will be long, expensive, and you may not succeed at reaching your destination.

Ask yourself:
Do I have a clear, marketing and brand strategy?

Are the objectives measurable? Are the objectives important?

Improving your effectiveness is crucial to your long-term success. Invest every possible opportunity to ensure that you build the “Learning Process” into your business.

Do I have a clear, marketing and brand strategy?

Are the objectives measurable?

Are the objectives important?

Finally…One of my life-altering mentors, Dr. Oren Harari (Professor of Business-University of San Francisco; Best-selling author of "Leapfrogging The Competition and Leadership Secrets of Colin Powell") permanently implanted in the long-term memory part of my brain, a mantra that I will share with you.

Eat Change for Breakfast! Change! Always be prepared to change.

Release the old adage: “We never did it that way”. “I’ve never seen it done that way”.

There is another adage: Why would you continue to do the same things, over and over, and expect different results. Change! Do different things, not just the same things differently. Look around your company, speak with your customers, ask them…”What could I do to make your experience better?”---Then, DO IT.

At every chance ask yourself:
Is this an opportunity for me to Breakout and Breakthrough with my brand…my vision…my strategy? If you think it is…try it. What if it works?

weeknight with two shows on SatuThank You. You’re a great crowd. I’m here everyrday.

Questions please?