Often times we try too hard to create the biggest possible, most bestest, attract EVERYBODY marketing program. Unless you are Coca Cola and have deep pockets you will go broke trying. That has been GM’s strategy for years and it broke them! They made a different car for everybody and had so many models that even before the economy crashed and burned they were in trouble. Toyota on the other hand, worked at being just some things to some people. They did not make a Hummer nor a 2.5 ton truck. They started AND EXCELLED at small cars and only after some success did they venture into larger cars and trucks. That’s how they became the number one car maker in America. Of course, you need to make sure that the technology you use doesn’t try to kill your customers if you want to stay on top!

When you have limited resources start to look to who you really service. Take a peek at who comes into your shop. Regardless of who you want you need to deal with who you have as a customer. Chances are it is a slice of humanity not every one with a pulse. ‘Tis better to narrow cast with a small net with small holes and capture the fish to feed your family than to broadcast with a large net with big holes and miss the fish in the pond. That will not feed your family!

So look at what you do I find that one thing, that one slice of pie that you excell at and do that. Then tell every one that is what you do!

I ran across this blog and it reminded me of something I have believed for years… that it is easier, and more profitable to differentiate yourself from the competition rather than just to be better.

Sometimes we get too caught up with wanting to be the Hope Diamond of our industry. Not a bad thing to aspire to but unless you are selling diamonds it may be better to be just a little different.

Let’s explore: What if you own a dry cleaner in town. Now there are about 5 dry cleaners just in Pleasant Hill and they all pretty much charge the same. They all offer some alterations and repair and all do a reasonably competent job on cleaning stuff. Now stack on that the fact that fewer people are getting stuff dry cleaned and you see the problem. So do you try to be “The Best” dry cleaner or do you work toward being some what different? I think you find some thing that let’s you stand out from the crowd. Being Green is all the rage so what if you can offer an environmentally friendly process and the same price and with the same results. Think that might help?

Explore some more: Let’s say we own a small strip center not in the heart of Pleasant Hill. We have a limited budget and we limited visibility. Should we then try to be better than Downtown PH or Sun Valley Mall? Or what if we try to be different? Since we are not as big why not market to the surrounding community and promote the close proximity and no need to hop in the car. Also, partnering with local community groups to hold events to attract a crowd could work.

So standing out from the crowd can be a great way to get the crowds showing up at the door. The question is what can you do to be different?

I was chatting with a Chamber member, Mark Celio of Club 50, about various was to market and sell his product. As part of the conversation went it occurred to me that one area that most small businesses struggle with is creating and maintaining a sales force. When you’re the schmo that is wearing every hat from Chief Janitor to Marketing Exec it can seem a little overwhelming trying to keep sales folks out there selling your product and services. And where do these people come from?

Well, if you are looking for employees  DVC has a career center that can help. But what if that’s not what you need or you need some one that will hit the ground running and really knows your product where would you look for that person?

Why not look to your own customers? They are often the most enthusiastic fans of you company, they will want to help and I am pretty sure you can get some to help for cheap/free!

Make sure that you have just a few and that you comply with any and all labor stuff, etc. but you can end up with people that are really into what you do. Here at the Chamber we are fortunate enough to have a great Board and fantastic Ambassadors so I don’t have to look too far, but you may have to cull your customer list and sit down with them to discuss the idea.

I think this can be a great force multiplier as when you send your rabid fans out into the world to talk about what you it can be like having an additional two or three of you selling the business. And, THAT will add up to more sales!

Not sure how to proceed? Call me and we can discuss!