Stop Dreaming of Success
Stop Dreaming of Success – Start Using it to Your Advantage
Are you using “success” as a powerful marketing tool? If not, you could be wasting an incredible resource. Smart marketers save money and make money by leveraging their resources – especially the resources ignored by the competition.
Perhaps you only considered success as a goal – or that state of euphoria upon reaching the goal. There are many experts who will tell you how to achieve success. This article will show you how to use success – how to leverage your own success, use other people’s success and create more success.
Think about ways that you might use success as a marketing tool. Remember that the purpose of your marketing is to help you sell more. Effective marketing should: 1.Grab Attention, 2.Demonstrate value and/or 3.Build Relationships. Success stories could help you in all three ways.
Some fundamentals about success: Many of us are constantly chasing success. Most of us have achieved various degrees of success. Most of us like to be around successful people. Most of us like to hear or read stories of success. (That’s why this issue is so popular.) Success is relative – you might be disappointed with results that I feel were successful. Success does not necessarily mean winning the race – just ask any marathon runner.
Leverage Your Success Stories
Let’s start with your most important success stories – the testimonials from your customers. Those success stories are the most powerful tools to persuade others to buy from you because they demonstrate value better than any other form of marketing. If you have been in business for any length of time you must have satisfied customers and raving fans. If you don’t have both – then you have a bigger problem.
You must have a system in place to encourage, collect and publish your testimonials. For more on how to put that system together read my article, “Testimonials: The Power of Your Customers’ Comments” from the Apr/May 2005 issue of Enterprise.
Celebrate your milestones – because major success is always the result of a series of triumphs. Announce your 100th or 1,000th customer. Celebrate your first, fifth or 10th year in business. (Enterprise will be celebrating its tenth anniversary next year. Watch for the party!)
Herald the opening of a new location, a new product launch, a significant contract or a new partnership. All of these are success stories.
When you win awards or receive special recognition – tell everyone. Tell everyone about the awards for which you were nominated but didn’t place first (remember the marathon runner).
Use Other People’s Success
A smart investor will tell you that the best money to invest with is other people’s money. A savvy entrepreneur will learn from other peoples’ mistakes. And an enterprising marketer will use other peoples’ success.
Start again with your customers. Discover their success stories. Brag about your customers’ successes. Sponsor notices that congratulate your customers on their successes. Imagine how excited your future customers will be about doing business with you when they see how you honour your customers.
Share in the success of others, especially prospects and clients, by sending a note or gift of congratulations on their achievements. Or invite them for coffee or lunch – then ask them to talk about their success. Successful people love to talk about how they did it. This is a powerful relationship building technique for you.
Successful people associate with successful people. You can enhance your success image by associating with successful people. That might be the professional or trade associations to which you belong. That could be the charity or community cause you support. But be sure to avoid whiners and losers – because you are who you associate with.
Why do successful sports stars make more money from product endorsements than from playing the sport? Because big companies are hoping that some of the “magical success dust” will rub off on their product. You can tap into this “success dust” at no cost.
An almost infinite resource is the public domain of success stories. These are success stories that you can easily leverage. For example: hold a special promotion to celebrate the win of your local sports team; commemorate the battle of Vimy Ridge; rift off the lessons of Lance Armstrong; connect your anniversary date to a famous entertainer etc.
Another way to use other peoples’ success is to agree with them – or show how they agree with you. That’s why many public speakers like to quote famous people. It allows the speaker to leverage the credibility of the famous person. For example if you quote Einstein then because you agree with his ideas that would suggest that Einstein “agrees” with you.
Tap the power of written success by forwarding copies to those you want to build relationships with. For example, if you enjoy articles from this magazine send a copy to your prospects of that article along with a short note. Of course it would be even better if you bought them a gift subscription. That way you could follow up with your prospect after every issue just to discuss the latest articles. It’s a classy inexpensive gift.
You can leverage the success of a famous author by giving prospects the gift of a book. When you give a book as a gift always include a short note and your signature inside. Imagine how your image is built when you give the gift of a “Seven Habits of Highly Successful People”, “The Tipping Point” or “Secrets of Power Marketing”! If you buy in bulk you can often get a discount from the publisher or author.
Create More Success
There is a synergy to success. If you start doing more of the above, you will be more successful. If you focus on success instead of the obstacles you will enjoy more success. If you are thinking about, talking about and broadcasting success – others will perceive you to be more successful. And we would rather do business with successful people. Enjoy your success!
© George Torok is the co-author of the bestseller, “Secrets of Power Marketing”. He has interviewed over 400 successful business leaders on his radio show, Business in Motion. To be more successful in your marketing subscribe to “Power Marketing Tips” at http://www.PowerMarketing.ca and receive a free copy of “50 Power Marketing Ideas”.
Magic Words to transform your business relationships
Imagine that you could wave an enchanted wand while uttering magic words that transform your business coals into diamonds. You don’t need the wand and you probably already know the magic words. The sticking point like everything else in life is that it’s not what you know that counts, it’s what you do with what you know.
Too many business owners are looking for complicated solutions and overlook the simple secrets of business success. Why have so many uneducated entrepreneurs excelled in business? Because they only understood simple things and applied those simple things passionately. Richard Branson is an outstanding example.
One of the purposes of marketing is to build strong relationships with your clients and prospects. You build (or destroy) relationships with what you do and say. Let’s explore the language of good relationships. It costs nothing except your attention to the words that you and your team use with clients and prospects – and with each other.
The three most important relationship enhancing phrases
Please, thank you, and you’re welcome. These words seem to be missing in action.
Have you noticed that many business owners and managers are not paying attention to the words that their staff uses? Powerful leaders have fostered revolutions with their choice of words. You can shape warmer relationships by using these magic words.
How would you feel as the customer in the following examples?
Open Sesame! Please
The bank teller stated, “Swipe your card and enter your PIN.” It sounded like a command – not a request. The word, “Please”, was sadly missing. You dutifully complied.
There is a subtle difference between the wording of a command and a request. But there is a world of difference on the receiving end. One ignites resentment while the other conveys respect.
Shazam! Thank you
You completed your purchase and paid your bill. The seller neglects to say “Thank You”. You wait for your change and without thinking you respond with “Thank you” after the seller gives you your change. If you thought about it you would realize that you just thanked someone for giving you back your own money – yet the seller never thanked you for buying from them – for giving them your money. Who should be thanking who?
Are you truly thankful for the business you receive from your clients? Then demonstrate it. Say thank you – and mean it.
Alakazam! You’re Welcome
You thanked someone. What do you expect to hear? Probably, “You’re welcome.” What do you hear? “No problem.”
What’s the difference? The first is a positive, cheery and encouraging comment. The second is negative, diminutive and dismissive. Imagine the difference between a doormat that says “Welcome” and one that says “No Problem”.
The examples above are from retail yet the lessons apply to all types of business relationships. The principles of building relationships necessitate these magic words at any time. Today, uttering these words are made more powerful because of the apparent drought of their use.
If you want to build stronger and hence more profitable relationships with your clients use these three simple phrases.
Please – thank you – you’re welcome.
Do that and you’ll stand out as extraordinary!
Are you ready for more magic words?
Hocus Pocus! Welcome
Welcome to my shop. Welcome to my office. Welcome to my community. Welcome to my favourite restaurant. Welcome your clients as guests. Guests are people that you are delighted to host. Imagine the magic if you treated your clients like guests instead of intruders. Seed that mindset for your team by placing a welcome mat at your door or hanging a welcome sign on the wall. A host-guest relationship is much stronger than a seller-buyer relationship.
You could congratulate people on their success, reaching milestones and taking on a new challenge. You might offer congratulations on the birth of a child, a personal achievement or a family event. You have the opportunity of congratulating your clients when they open a new store, launch a new product or win an award.
How do you learn about these events? Talk with them often and listen. Engage in conversations that demonstrate an interest in your clients. What a terrific way to build relationships. Review the media and industry publications to search for your clients in the news. Check their websites for announcements and register the names of your best clients on Google Alerts.
Presto! Happy Birthday
Do you enjoy being recognized on your birthday? Most people want to feel extra special on their birthday. This important date can be stored on your database with a reminder that triggers your birthday wish to your clients on their day. Facebook requires that you state your birthday when your open your account. I know that they make it easy, (almost automatic) to wish people happy birthday yet I’m still delighted to receive birthday wishes on my Facebook page.
Razzamatazz! I’m sorry
Don’t get defensive on this one. You only need to say “I’m sorry” when you make a mistake. And you will only make mistakes if you are imperfect – like the rest of us. If you are perfect or believe yourself to be infallible then you can expunge this humble phrase from your vocabulary. Of course believing or acting as if you are perfect is a big mistake which proves the case for imperfection.
When you make a mistake quickly apologize to your client. The longer you take to apologize, the more harm you do to the relationship. When something goes wrong and you don’t apologize the implication is that your client was at fault. Good relationships are not cemented with assigning blame. They are cobbled on accepting responsibility. Saying that you are sorry demonstrates your accepting of responsibility.
Often “sorry” is all that is needed. People are incredibly forgiving once you say “I’m sorry.” When there is a serious financial or emotional cost to your clients then be willing to compensate accordingly. What you are really doing is investing in this relationship and the positive word-of-mouth payback.
Build stronger relationships with your clients by using the magic words that convey trust, respect and warmth. Rehearse your language and start casting your spells.
The last magic word is from our favourite English nanny, Mary Poppins,
© George Torok is the co-author of the bestseller, Secrets of Power Marketing. He works with SMEs to give them an unfair advantage over the competition. He is available for speaking engagements and media interviews. Call 905-335-1997 Get a free copy of “50 Power Marketing Ideas” at www.PowerMarketing.ca