Level The Playing field

Usually, when people start their own business, they want to get as many customers as possible. Often, they make the rookie mistake of trying to be all things to everyone. This doesn’t work. At best, you’ll disappoint many sincere prospects who wish to give you a try. At worst, you’ll fall prey to price shoppers and scam artists who will take advantage of your naïveté (and mourn your failure to all who will listen).

On the contrary, the key to successful business is having a clear message that you offer something that a great number of people like and want, and that you can provide it in a convenient and problem-free method, at a price that most people feel is worth the exchange for the value they receive. While this might be simple to understand, it usually takes much trial and error to perfect this formula.

I witnessed the transformation in one of my Hall of Fame clients, Ray Fitzgerald of Greatest Hits Websites the second time he took my Sales Academy training program. It was as if all the lessons Ray had heard the first time started to crystallize in his mind and form a simple strategy for success. I had known Ray for five years when he took the Sales Academy the second time. I knew his business and I’ve referred numerous clients to him — virtually all of whom have hired him to build their websites. But what Ray demonstrated during his second round in the Sales Academy showed that he had clearly identified his niche. He repeatedly explained how his goal was to level the playing field for smaller and new entrepreneurs against their behemoth competitors by offering his clients affordably-priced websites that looked great and are completed within 30 days.

Of course, part of the success of this formula is to make sure that you can keep your promise and that is something Ray has done by systematizing his work and providing easy instructions for his customers to have everything ready to go, so that he can deliver on his word.

You too can level the playing field for your customers if you provide them with a simple way of competing against “the big guys” and offer their customers similar products and services while delivering superior, personalized attention. Once you’ve perfected this formula, create a message that clarifies your value in seven words or less. The simpler you make it, the faster your prospects will get it.

“If you want to increase your sales, narrow your niche.” – Laura Clampett Douglas

Let me hear from you.

(This excerpt is taken from the seminar entitled Networking and Marketing Mastery I: Crafting Your Memorable Message.) I encourage you to click here to register for the Networking and Marketing Mastery I: Crafting Your Memorable Message live Super Seminar Mega-Mixer on Thursday, May 16, 2024, at Lancaster Bible College in Lancaster, PA from 9:00 AM to 12:00 Noon Eastern Standard Time.  This seminar is also available for live streaming.

This seminar is part of our Networking and Marketing Mastery series. Feel free to browse the entire category for other similar topics.