Tip #5.

Increasing Your Business Without Increasing Your Budget or Out with the Old and In with the New

Old:

1. Mass Marketing

2. No Differentiation

3. Hang out your shingle ans wait for them to show up

New:

1. Jaded, sophisticated, bombarded consumers

2. High defenses-Email, voicemail, do not call list

3. Lower and lower response rates to direct mail

4. Internet shows clear consumer preference for access to information and products at their discretion

Suppliers/Vendors/Providers of Goods and Services:

Will my business exist next 5 years from now?

Will technology make me superfluous?

Opportunity:

The need to maintain awareness of and adaptability to the rapid pace of life and the rapid rate of the pace of life creates a shortage of trusted personal and professional relationships.

A defining characteristic of successful relationship is that both parties tend to have a high degree of self understanding.

Strategy to remain relevant and provide value:

A) Understand exactly and specifically what your strengths in the marketplace are. In a professional services business this means having a high degree of self understanding and acceptance.

B) Identifying who in the marketplace places the highest possible value on your greatest skills.

C) Finding the greatest possible concentration of those people.

D) Being able to convey succinctly to those people what you do that is a solution to their greatest problem.

E) Create a multi approach system that is inexpensive, consistent, and targeted specifically on your target market with the aim of maintaining their awarenessof you until such time as they decide that they would like to take the relationship to another level.