Summary: What are you currently telling the market about what you do and how you do it? Do you talk about service? Do you talk about professionalism? Do you talk about speed of service or competitive pricing? Whatever it is you're saying, be careful. Because the things you tell the market about yourself can be deadly.<br> <br> <br> <br> David: Hi and welcome to the podcast. Today cohost Chris Templeton and I will be talking about the things we say to the market about ourselves, and how they impact our business. Welcome Chris.<br> <br> Chris: Hi David. You know, in business we have to tell the market about ourselves so that they'll know what to expect. What do you mean when you say that can be deadly?<br> They are likely to believe you.<br> David: Well, whenever we're going to the market with a message, particularly if the market is not familiar with us, when we go out there with any sort of marketing message, I generally go in with the idea that, for the most part, they're going to be inclined to believe what you say.<br> <br> So if I go to the market with a message that says "I'm the fastest at what I do, I provide lightning fast service, I'm very responsive." Then people are going to, even if they don't initially believe it, they're going to expect it of you simply because you said it. If I go to the market and I say "I provide the most cost effective service, I can provide the cheapest price," then for whatever it's worth, they're going to accept that and say, “okay, this company says they provide a low price. I'm going to go in with the idea that they probably have low prices.”<br> Can you deliver on your promise consistently?<br> It may or may not be the case, but that's likely how I'm going to go in. In the early stages of relationship, whatever we tell the market about us, they're likely to believe. So we want to make sure that we're saying things that we can deliver on consistently. Sometimes our temptation to try to give people what we think they want, leads us to make claims or statements about our businesses that may not be in our best interest.<br> <br> Chris: So give everybody some ideas of the types of claims that you think are going to create the biggest problems.<br> <br> <br> <br> <br> Need Help with This?<br> <br> <br> <a href="https://www.topsecrets.com/call/" class="button-style-2 button-style-2-green">Schedule a Call</a><br> <br> <br> David: Well, I think in a lot of cases it's like the examples that I gave. If you say that you're fast, what type of clients are you going to attract? People who do things at the last minute. You're going to attract procrastinators, because they're going to expect you to get it done quickly. If you go to the market and say you're the cheapest, then they're going to expect you to be able to come in with the lowest price every time, which would directly impact your margins.<br> What are you geared to deliver?<br> So very often the type of things that we think a client might want, like speed and price are the things that are toughest, particularly if we're not geared to deliver that. Now in different professions it's different. I mean obviously in a medical profession you're not going to go in talking about price or speed. You're going to be talking about your ability to create a positive outcome for a patient, right? That's the type of thing that you're going to want to be focused on.<br> <br> In other industries and other businesses, the sales approach is often geared toward things like creativity. We come up with creative solutions. If you're in some sort of advertising space, then it might all be about creativity. And very often the idea of creativity and low price don't always go together. Because in order to have the creativity, you might have to have employees who cost a little more to be able to generate those ideas. And sometimes these ideas are incompatible.
