Monopolize Your Marketplace Continued...
The inside reality encompasses everything you do and everything you are that makes you good. It's all your skills, your people, your expertise, your service to the customer?before, during, and after the sale?your systems, your operational procedures, your commitment to excellence, your passion, and the way you conduct your business. Now you might think you're actually better than you are, or you might not be giving yourself enough credit for the things you do well. But regardless, there is a reality of how valuable you are to the marketplace based on those things I just listed. That's what we call the inside reality.
Think about your business. How's your inside reality? You probably already know. If you asked your customers why they bought from you, they could tell you something quantifiable, specific, and instantly obvious. They could point to specific advantages of doing business with you and say "That's why I do business here, that's why I refer my friends to come here, that's why I'm a loyal customer of this place, that's why I don't mind paying more here, that's why I keep coming back." That's your inside reality.
If the "inside reality" is about what you do and what you are that allows your business perform better, then the outside perception has to do with how customers and prospects perceive your company. The outside- perception is developed by any and all interaction somebody has with your company. For your customers, they will draw on their past buying experiences to form their outside perception of your company. But here's the problem. If your customer service is great and your customers love you, none of that means squat to a prospective customer if 1) they don't know you even exist as an option, 2) they see your marketing and advertising and because of your lack of ability to market properly they perceive that your no different or no better or no worse than anybody else. Because of the marketing ineptitude of just about every company, the result is that almost invariably, your inside reality and your outside perception are different. See, regardless of how good you are, or how good your "inside reality" is, your prospect isn't going to be able to figure it out based on your marketing. You're going to appear, on the surface level?which by the way is the level the prospect is looking at, you're going to appear to be just another company that sells whatever it is you sell. The prospect will more than likely be apathetic at best. Ask yourself this question--How many competitors, either direct or indirect, do you have in your business? Whatever that number is, that's how many choices your prospects have, and how many businesses they have to sift through to try to make a buying decision.
Have you ever heard the saying, "If you want to know why John Smith buys what John Smith buys, you've got to see the world through John Smith's ey;inside reality" is, your prospect isn't going to be able to figure it out based on your marketing. You're going to appear, on the surface level?which by the way is the level the prospect is looking at, you're going to appear to be just another company that sells whatever it is you sell. The prospect will more than likely be apathetic at best. Ask yourself this question--How many competitors, either direct or indirect, do you have in your business? Whatever that number is, that's how many choices your prospects have, and how many businesses they have to sift through to try to make a buying decision.
Think about your business. Your ability to know what John Smith wants is what has made you as successful as you are now. I'll assume that you have good products or services, and that you fill a market need. You've probably been studying your market, your prospects, and your business for how many ever years, and you have solutions that add value to John Smith's life. So why, then, aren't you making all the money you should be!!!?? Because you're an expert at what you do, not a communications expert. This is a critical distinction.
Now, there's a whole host of books, workshops, and trainers that try to help you improve your "outside perception." You've got books like Guerrilla marketing, Marketing Warfare, The 22 Immutable Laws of Marketing... and you've got sales and marketing gurus galore that all try to help you make your business look good to the outside world. The problem is, that none of these books or trainers pay any attention to how good your business actually is. But see, as advertising guru Rosser Reeves once said, to be effective, you've got to make the product interesting, not just make the ad different. And that's what too many of the books, gurus, and agencies don't yet understand.
But you've got to work on both sides of your business?the inside reality and the outside perception. If you concentrate all your efforts on the "inside reality" but you don't know how to do your marketing like I'm going to show you how on this program, you're setting yourself up for frustration. You'll be pulling your hair out trying to figure out where YOUR big bag of money vanished to, or you'll feel like the "best kept secret in town." Or if you're focusing all your efforts on the "outside perception," that could lead to problems. Now you'll have customers that hate your guts because you're selling them a lie! You've got to balance this out and solidify both sides of your business.
Here's what we've found over all of the years of doing this. Most businesses could stand some improvement in both areas.... but they struggle the most with the "outside perception," or in other words... they've built good companies, they offer good value, but with all of the competition that exists, they have problems differentiating themselves in the marketplace. Like I said, they're not communications experts.
The great business philosopher Jim Rohn probably summed it up best. He says to communicate powerfully, first, you've got to have something good to say; then, say it well; and finally, say it often.
Chances are excellent that you've already got something good to say, and if not, innovation is an inevitable byproduct of implementing the Monopolize System. I'll touch on innovation more later in this program. The MYM system then helps you improve the "outside perception" of your business, or in other words, how to say it well and say it often
so people will instantly recognize you as the best choice. You become their no-brainer best decision. Stop and think for a minute: what is the inside reality of your business? What is the outside perception? Go grab your marketing, look at your ads, take a look at your website, Is it instantly obvious specifically and quantifiably what makes you better and unique and different? Do you show your prospect how to judge your industry, what factors they need to consider when deciding, and how you provide value? You'll realize as these concepts start to sink in that the crux of all the marketing problems that exist?including yours?can be wrapped up into one simple statement: Most company's outside perception is not an accurate reflection of their inside reality. I'm going to repeat that one more time for emphasis: Most company's outside perception is not an accurate reflection of their inside reality. What the Monopolize system does, first and foremost, is FIX THAT.Continue Reading Monopolize Your Marketplace 2CD Set Page 7.
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