Speaking Out with Speaker's Roundtable
Volume 3, Issue 29 June 21, 2004
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* In This Issue:
* A Note From Speaker's Roundtable
* Successful professionals qualify prospects.
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* A Note From Speaker's Roundtable
Dear Subscriber and Friend;
Speakers Roundtable is an invitation-only association of 22 of
America's foremost professional speakers. The members of
Speakers Roundtable are a "Who's Who" of experts, business
owners, professional speakers, authors, trainers, and
consultants. Collectively, they have published over 100 books,
produced hundreds of audio and video programs, written over
1,000 published articles, own and run several high-tech and
low-tech business, and serve as consultants and board
members of many well-known corporations. This ezine will
share some of the best of their insights,tools and tips that can
improve your life, love and business.
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Welcome to....
* Marketing Savvy and Customer Focus
by Don Hutson
As we look at probable future challenges, I feel comfortable
with the following predictions: competition in the marketplace
will get keener; decision makers will become sharper and
more discriminating; and margin pressure will continue to
impact our profitability. As we go forward, it will be necessary
for us to carefully and strategically sort out our options as to
how we go to market. How we address the issues of
discounting, taking our creative selling efforts to new levels
and maintaining our position as viable and profitable
organizations, must be a high priority.
I am often asked if I would rather be selling a product of the
highest quality and offering the best service at an upper level
price or selling a product of marginal quality with mediocre
service at a much lower price. I will take the former over the
latter every time. People are more willing to pay for quality
than they have ever been. They just are not willing to endure
the hassle that goes along with the compromises in quality and
service. It is easier to explain price once than to apologize for
quality forever.
In our attempts to assess the mindset of todayıs buyers, we
find that people in practically every industry want problem-
free products and services that do the job for them without
requiring additional time and money to solve quality problems.
You are usually dealing with sophisticated buyers who know
the significant cost of unanticipated problems.
There are five types of differentiation salespeople should be
aware of: product, price, service, relationship and process. Do
everything in your power to creatively differentiate in any
manner other than discounting. Get in your customersı faces
and serve them to death. Make sure that everybody in the
decision loop knows that none of your competitors compare
to your creative factors of differentiation.
Donıt give away your margin; give away your heart. Give your
heart away through extraordinary service and simple caring.
Your heart will only get bigger when you give it away. Give
away your margin, and you will be mortgaging your future.
Don Hutson
Member: Speakers Roundtable
Web site: http://www.speakersroundtable.com
Email: office@SpeakersRoundtable.com
Speakers Roundtable is a consortium of 22 of America's
foremost professional speakers, sales trainers and seminar
leaders. All members are dedicated to serving their training,
motivation and consulting clients with pertinence, excellence
and extraordinary value. FREE Ebook - Success Secret
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Copyright 2004