How To Make Your Business "Stand Out"...
The "Monopolize Your Marketplace" SYSTEM has succeeded where every other marketing program has failed. It is a practical, step-by-step system that you can use to achieve outstanding results. It works because it is based on simple human motivation.
Think about it... when you buy something, you always want to make the best decision possible. Your Marketing should facilitate your prospect's decision making process by educating them about the important and relevant issues - things they NEED to know to be comfortable in buying what you have to sell.
Your job then, is NOT to YAK incessantly about how great you are or how low your prices are... but rather to facilitate the decision making process and allow people to feel like they are in CONTROL of their decision, based on having enough information.
This Is A Real Breakthrough In "How To Do Business"...
The system is truly a breakthrough in marketing and advertising, yet it's simple and easy to understand. When implemented properly, "Monopolize Your Marketplace" is THE way of innovating and marketing your company to a point that it's instantly evident you're the best choice to do business with. It will show you how to make doing business with your company so obvious to your prospects and customers that they will quickly conclude: "I would have to be an absolute fool to do business with anyone else but you regardless of price."
Whether you spend $300 a month, $3,000 a month, or $300,000 a month on marketing and advertising, you'll can use the "Monopolize Your Marketplace" system to leverage what you're already doing... and get more results for your efforts. This will happen by changing the way you do your marketing and advertising... not radical changes that are "creative" or weird or anything else like that. The process is very systematic, and will LEVERAGE your Marketing Dollars to produce results - right away.
Since 1990, The Landscape of Business Has Changed...
In order to explain the "Monopolize Your Marketplace" system, we have to start by defining the importance of marketing. A special yearly issue of Success Magazine called "The Selling Issue" quoted Scott DeGarmo,
"The big money goes to those companies with superior marketing operations. Entrepreneurial companies of today must evolve from being sales oriented to being marketing oriented in order to now win the consumer."
Let me explain why it's important to focus on more on marketing than selling. There was a time known as "the days of simple selling." The days of simple selling are generally considered the days before 1980 or, in some industries, before 1990. In this period of selling, it was a lot easier for a salesperson to go in and sell to a buyer. The reason was simply because the marketplace was a lot less crowded.
For example, in 1980, if you wanted to buy a Ford pick-up truck, where did you go? You went to the dealership. Which dealership? THE dealership, because there was only one! This was the only way to see your choices and ask questions. You couldn't go online or to Barnes & Noble and read fifteen magazines that compared and contrasted new trucks and cars because those sources of information just didn't exist. The local dealership was the only source of up-to-date information.
In the days of simple selling, there was less competition and fewer choices, so it was easier to make a buying decision. Let's wrap this up by saying, "in the days of simple selling, the seller had the power and the buyer was at his mercy because the buyer had very few options.
The Days Of Simple Selling Are Over...
Now we've got a new situation; buyers no longer have to rely on limited sources of information about a product or service. The landscape of business now involves increased competition, information, choices, resistance and skyrocketing travel costs and all have made buying cycles longer. Added to that, there now is price competition that didn't exist before. Many products have become commodities and nearly all of the marketing messages are identical. Because of this, a wedge has been created between the seller and the buyer. This wedge is called "The Confidence Gap." As a result, the buyer now has the power and the seller is at his mercy.
"The Confidence Gap" is the consumer's inability to determine whether any of the products or any of the services are any better, any worse or any different than any of the others. This creates a big problem. What you need to understand is that people who will be buying from you, have all these different choices. It's very difficult for them to determine whether you are any better or any different from anyone else. So your marketing goal needs to narrow the Confidence Gap and restore the consumer's trust and confidence. Otherwise, you will be forever doomed to compete on price.
How To Fix This...
Now, the questions you may be asking yourself are "How do I figure this out?" and "How do I fix this problem?" If you go to the business section of any bookstore, you'll find all kinds of books on this topic. You'll find things like "Better Customer Service." The theory is if you have better customer service, you'll have more customers. The problem with this philosophy is you must first have a customer to give service to.
You can't just say, "I've got great customer service." It doesn't work that way; you must have a system that will drive the customer to you! One of the things you might hear business gurus say is, "If you have more sales training and if you are better at sales, then you'll be able to get more customers."
The problem with that is again, you must first have a prospect in order to use your sales skills. If you look at all the sales training books and all the sales training seminars, they are all short on advice in one particular area, which is: "How do I find someone to sell to in the first place?"
Another way that business books and business gurus tell you how to overcome this thing we call the Confidence Gap is to use advertising tricks and techniques. For example, you can trick people through misleading advertisements to call you or come in. I recently saw a car ad that said, "Pay no tax on all new vehicles." Sounds like a pretty good deal, right? If I weren't paying any tax, then I'd probably save a couple grand.
The problem is when you looked at the fine print, it said, "Customers responsible for all sales taxes, state, and local. The dealer will pay for the inventory tax." This is a sales trick. It does nothing to build trust and confidence. Instead it builds contempt, hatred, and suspicion. The result is a widening of the Confidence Gap when the goal of the advertisement should have been to narrow it.
These examples reveal the problem. We used to have the days of simple selling, now we have The Confidence Gap. You, as a business owner, need to overcome this in order to be successful. You need to find a solution to this huge problem.How You Get Customers To Choose You
I don't know if you are familiar with Napoleon Hill; he wrote the book, Think and Grow Rich. He had a saying that went like this: "It is as useless to try to sell a man something until you have first made him want to listen as it would be to command the earth to stop rotating." Do you believe that? Think about it; if they don't want to listen, trust me, they are not going to want to buy what you are selling. They are going to view you as a pest. That's where the difference between sales and marketing come into play.
In sales, what you are doing is trying to make people want to listen to you in a sales situation. What we're presenting is a marketing program that does the job of making people want to listen. It prepares the buyers so they will come to you and then you will have an opportunity to sell. Sales skills are still very important, but your time is used more productively in closing sales rather that chasing people down.
Marketing Is The Tool You Must Use To Bridge The Confidence Gap...
Great marketing is concise, well articulated, and powerfully stated. It is low or no pressure. Marketing is one-way communication. It's not afraid of rejection. It's not obtrusive. People can review marketing at their own pace, when it's convenient for them. And, if they aren't interested, they can ignore it altogether. No commitment. That is why we need to talk about a marketing program.
In the "Monopolize Your Marketplace" system, a program is implemented that helps your business overcome the Confidence Gap. It accomplishes this by addressing two points - your Inside Reality and your Outside Perception.
The inside reality is everything your business does that makes you valuable to your customers. It is what gives you a competitive edge in the marketplace. It is all of your skills, your passion, your systems... it is the way you conduct your business.
The outside perception is how the customers and prospects perceive your business. It is the ideas and impressions consumers gain from your direct (and indirect) communication with them.
Your Outside Perception Should Match Your Inside Reality...
To be continually successful in business, your inside reality and outside perception should match. If you spend all your resources developing the inside reality and neglect the outside perception, you will be frustrated and wondering why you are having minimal results with your superior product or service.
On the flip side, if you focus solely on the outside perception and neglect the inside reality, prospects will soon find there is little value in the product or service and you will get little, if any, return business.
To conclude this introduction to the "Monopolize Your Marketplace" system, we need to reemphasize the point just made. Jim Rohn, a great business philosopher, put it best,
... "Have something good to say,"
... "Say it well,"
... "Say it often."
"Monopolize Your Marketplace" thoroughly incorporates all three of these communication elements. You already have something good say or you wouldn't be in business in the first place, so only about 25% of the system deals with having something good to say, or the inside reality. The remaining 75% deals with saying it well. Once you have that, saying it often, i.e. running ads, printing brochures, literature and business cards, designing a website or just talking to people in person or on the phone... the "outside perception"... is pretty easy.
See How "Monopolize Your Marketplace" Applies to YOUR Business...
