thugs.
In the schoolyard bullies are the most confident. Armed with the bravado to take on anyone and everyone. But, in the business world they are considered gods.
The gods of Branding.
My organization currently charges about three times the price of our competitors when testing at the advertised price (and that’s our starting price), Trump says the list price is simply the number placed by the seller to test the market, and I agree. However, I have been fortunate to learn that price is much more than a number on which the gross sales amount is based, but rather the qualifier.
Now, I’ll say it again, our organization charges a lot more than our competitors, the same competitors that charge $300-$400 for a website, and it has no effect on our business. Our customers haven’t complained about the prices yet, and we still haven’t had a drop in sales volume since we raised the prices in January 2007. So I can talk about the differences I’ve noticed since the price increase.
1. The value of the brand is essential.
If you go out and take a look at my competitors, they probably have poor marketing, now I’m not insulting them, and it’s certainly not a bad thing, but they are designers. NOT TRADERS. You must build a brand, being able to separate yourself from the rest is imperative if you choose to be successful.
Otherwise, you are wasting your time. Period.
2. No more time leeches
We no longer deal with people who want to pitch us an e-business idea. Our pricing, positioning, and products have set us apart in our own category. Entrepreneurs who choose Campbell do so knowing that they want the best. Whether it’s reaching the top five results on Google or having an amazing website, they know they won’t be disappointed when the day comes to an end.
3. Operations must be smooth.
When we started in business, like a one man show, literally “I blew it up”. It had no order, no system in place. Today is the opposite and with incredible results. Campbell customers pay online, view their data online, receive customer service online, sign their contracts online, and review drafts online.
I don’t know how our competitors are doing, but I know we’ve picked up a lot of frustrated business owners who were this far when it came to e-consultants.
4. The only option is to deliver.
I’ll be honest with you, I procrastinated. At least, if I could, I would, but I don’t allow myself… Growing up as a business owner, I’ve only had one full-time job, and there’s something I noticed within myself when I succeeded as opposed to when I failed. To be successful, you have to do what successful people do (and I’m not talking about that new age crap “The Secret”). I mean due diligence, technical analysis, competitive intelligence, marketing strategy, keeping your body sculpted, networking, and staying AGGRESSIVE.
Bull Dogs and Dobermans own the yard, Poodles (smart and weak) and Yorkies (cute and stupid) are devoured.
5. It takes more than being a “consultant.”
You know the old saying, consultants take your watch to tell you what time it is, this really goes back to number four, but I hate “strategy consultants” who do nothing but tell you the obvious.
Unless you’re Jack Welch or Carly Fiorina, I’m already wondering if I need you as a “consultant.”
6. Sometimes you have to be a bully.
If there is a competitor that I feel is stronger than the one that is innovating, I will attack them and implement their strategies. You have to choose your fights wisely, make sure you appear strong when you are weak and latent when you are strong.
War is deceit. And business is war.
I recommend a good dose of Sun Tzu.
7. You must be constant and persistent.
Most likely, no one cares who you are, no one certainly cares who I am. So I’m sure his target customer isn’t really going to care what he does in his spare time, or which university he owned.
Save it for Thanksgiving dinner with the in-laws.
You need to be able to reach your target customer from multiple streams. They most likely won’t buy from you the first time, unless you are the only person who solves their direct need. Get your logo, your unique selling proposition, your literature and advertisements all on the go.
It takes time and money to build a good brand, but it is essential.
