Although you may like to think you are creatively captivating your consumer with your communications, allow me to drop a mind-blowing bomb…  Did you know that your current marketing messages are falling on the deaf ears of approximately 98% of your prospects?

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If there’s one difficult experience that every sales or marketing professional has been through at least once, it’s that sinking sensation that comes when a campaign you really poured your heart and soul into just doesn’t hit the mark, for reasons you don’t completely understand. Naturally, you wonder if it was something obvious that you missed – like a spelling error or a grammatical snafu? Maybe you didn’t include enough information?  Or your call to action just wasn’t compelling enough?

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Do you like it when people you don’t know call you up and try to sell you stuff? I thought not.

Cold calling is one of the most costly and difficult ways to find customers. Not only is it time consuming, but it can actually turn customers off to your business. And why would you do it when there are numerous, more effective, online options available to find customers and drive thousands of qualified leads to your business today?

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With a hotly contested election just around the corner, The Prime Minister Kevin Rudd has come up with a proposal to allow small businesses to defer lodgement of their Business Activity Statement (BAS) from quarterly to annually.  He suggests GST could easily be estimated and paid in instalments throughout the year based on the previous year’s performance.

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Imagine you’re the CEO of an established private healthcare business when the economy plunges into the worst downturn since the Great Depression. Up to then, your team has delivered extraordinary results; your bottom line is growing steadily each year and your services are recognized as world class by the hospitals, city councils and large public health facilities that refer work to you.

Imagine choosing that time to tell your Board and senior management team that, in essence, you want to walk away from about half of that business and pursue a very narrow niche market.

No doubt, you may at this point be imagining yourself out of a job. But hear me out…

As you may have guessed, this story is not a fictional one and the “you” in the story is actually a business coaching client of mine. I’m happy to report that the discussion with the Board went quite well, the business has nearly doubled since that day, and my client is still the CEO.

And along the way we both learned some valuable lessons about how to increase sales and become the dominant player in the marketplace. In fact, there is a big difference between being just a good company and being one that your customers can’t live without.

Solve Your Customer’s #1 Source of Pain
Consumer sentiment and spending have decreased dramatically in the past few years and those changes are being felt across every industry. Everything you thought you knew about your customer and why he/she was buying from you has probably changed. And if you do not take the time now to re-discover your prospect’s main source of pain and the reason why she needs your product or service now, you will never increase sales. In fact, you risk losing more sales and more ground to your competition.
Now some of you may think – but my industry is different