The Fast Track To New Clients
Have you given much thought to the question of where you position your business? What do your prospects see you as? And, why is this such an important part of the marketing jig-saw puzzle?
This question of positioning came up the other day when I was playing golf with a very successful plumber. I asked him the usual question that you ask people you’ve never met before: “what do you do?” And he came right back with a really good answer: “I’m an emergency plumber.”
Why was that such a good answer? Because it gave me an exact idea of what he did and the circumstances under which he might be useful to me. It was certainly good enough to make me ask for his business card on the spot.
(Of course, anyone who has given marketing as much thought as he obviously has would produce a business card instantly.)
Now, let’s just analyse why this is so important. He could have said “I am a plumber.” And that would have given me an idea of his occupation. But it’s a bit vague and general.
He could have said: “I’m a heating engineer.” And that would have told me a lot more about what he actually does. However, if you already have heating in your house that wouldn’t create instant demand.
But an Emergency Plumber! Now that is a business card you’ve got to have in your rolodex because you know that sooner or later an emergency will arise.
After I had stored his valuable business card safely in my wallet. I enquired: “Do you do any other form of plumbing?”
“Oh yes” he replied. “We do all the normal bread and butter stuff. But I have a team of plumbers working for me. When an emergency arises I just divert one of them away from his everyday work and send him to the emergency. It works really well because it breaks up the monotony of the everyday grind and gives my guys a bit of “extra” in their wage packets. You could say that the emergency jobs are the icing on the cake.”
“Why did you tell me you’re an “Emergency Plumber.”
He grinned “Because that’s what gets people to ask for my card,” was his honest reply.
Think about it – how should you position your business to get people to demand your card the moment they hear what you do? Look at the first line of my resource box below.
Marketing Expert David Ferrers helps business professionals to Win Good Clients. “My aim is to ensure that each of my clients has a profitable and successful business by empowering them to build a strong portfolio of GOOD clients. My personal client list includes: GM, J&J, Dell, Xerox and P&O, plus many smaller companies. I reveal advanced techniques for winning good clients exclusively to members of The Marketing Club. As a Member of The Club you’ll get a new client winning video every week, the opportunity to attend online business building seminars and to get private coaching which is guaranteed to grow your business. Join today and I will give you a valuable FREE Bonus.” Quick And Easy Marketing.com
Tags: bread and butter, business card, everyday work, exact idea, good answer, grind, heating engineer, jig saw puzzle, marketing, monotony, playing golf, plumber, plumbers, plumbing, rolodex, wallet
