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Dominate Your Market!
By Ken Varga | November 13, 2008
I recently spoke at a friend’s seminar in Los Angeles, and while I was having coffee in the hallway during the break, someone asked me if I would tell him what I thought the most powerful marketing strategy was.
I told him that it didn’t have anything to do with referrals, advertising, or any of the other methods used to create a customer.
Before any of those methods will ever have an impact on your business, you have got to uncover and communicate a way in which your business is different from every other business that says they do what you do. You have got to create a simple idea or position in the mind of your prospective customer or client.
You must create an environment where your prospective customer or client will think of you immediately when they need what you have to offer.
Fed Ex with its “Overnight” theme, and Domino’s Pizza with its “Delivered In 30 Minutes Or It’s Free” promise, are a couple examples.
Another example is how I am offering those of you who do business-to-business selling to put your own title page on my “10 Marketing Mistakes That Steal Your Cash” book and gift it to your B2B customers…free of charge to you. I also allow you to use this newsletter to help you grow your business; you can use it in your newsletter, on your website, or any way that will help you grow. Just let me know when you do so.
When you offer additional benefits like these to your B2B customers, you now become not only the person who provides your product, but also someone who wants to help them grow their business and get more customers. See the difference?
Here are a few more examples:
Whatever business you are in, you can make arrangements with a car wash to detail your customer’s vehicle whenever they visit you. If you’re an accountant, while you are preparing their return, you can have their vehicle cleaned. I bet when they leave, they will rave to their friends about this unique touch.
How about becoming dominant with your offer? I know of an accounting firm that offers their clients a 100% refund on their preparation fee when they refer four new clients. They are known as the 100% refund guys.
Here’s the last one. Solve a problem. Is there something that customers or prospects fear in your market or seem to believe is universal for what you do? If so, create a system of communicating how you have the answers. For instance: “Painless Dentistry”.
I’m sure you can offer a guarantee that no one in your industry would dream of doing. When I had my insurance company, the department of Insurance said that our customers had a free 30-day look. They could ask for a refund if they didn’t want the product.
I turned that into a guarantee. “If within the next 30 days you feel our product doesn’t meet your expectations, just return it and we will refund the money you gave us.”
I don’t know why a guarantee scares most business owners. You probably guarantee your work anyway. You just don’t say so. Boldly announce that you guarantee results and watch what happens.
Put your creative head gear on and I bet you will come up with a few ways to dominate your market and become the “one” to buy from.
The last step is to communicate your difference in all your promotions and marketing tools, literally shouting about that difference.
Topics: Attract More Clients, Branding, Grow Sales, customer acquisition | 2 Comments »
November 14th, 2008 at 11:55 am
Thank you for your ideas. What else did you use in your insurance business? I have a P&C agency
November 15th, 2008 at 3:30 pm
Hi Steve,
In answer to your question about what else I did, I did a number of things. The most important was to create letters and reports to communicate with my customers consistently each month. My suggestion in this blog article for you to use my “10 Marketing Mistakes That Steal Your Cash” e-book to gift to your business customers is a prime example of things I did.
Ken