Wednesday, May 10, 2006
Are You Marketing Your Business to WIN-WIN or to WIN-LOSE?
There are two ways you can approach your business. You can approach it with a WIN-WIN mentality or a WIN-LOSE mentality. The difference in results is enormous.
With a WIN-LOSE mentality, your only interest is in what you get out of a sale. You get money. Hopefully, you get lots of money from the people who buy what you're selling. But the focus in a WIN-LOSE mentality is always on what you get. What your customers get is incidental to the sale.
Lots of people make a lot of money with a WIN-LOSE mentality -- for a short time. But they inevitably burn their bridges with their customers and have to start all over again with a new customer base.
And I'm not just talking about spammers and scammers. There are plenty of otherwise reputable business owners who simply refuse to see beyond what they get out of their sales.
They focus on "how do I get them to buy? What tricks can I use to bring people in and get them to give me their money?"
But when the focus is on tricks and tactics, something valuable gets lost -- the relationship with the customer. Your customers have more that is of value to you than just money. They have knowledge that can help you make the next sale -- to them or to people like them.
See, they know what they want. They know what they need. They know what will make them feel like what you have is worth the money you want for it.
If you neglect to nurture your customers, if you neglect to understand what they're looking for, your sales will never amount to much. Any transaction where your customers give you money in return for your product is an exchange of equal value. If you don't offer the kind of value they're looking for, they're off to find someone who will.
Successful business owners understand the WIN-WIN mentality. Both of you have to win in order for you to succeed. If your customers win, you'll ultimately win, too. If you focus only on making sure that you win, ultimately your lack of concern with them will put them in the position where they lose. And when your customers lose, you lose, too.
Jeff
There are two ways you can approach your business. You can approach it with a WIN-WIN mentality or a WIN-LOSE mentality. The difference in results is enormous.
With a WIN-LOSE mentality, your only interest is in what you get out of a sale. You get money. Hopefully, you get lots of money from the people who buy what you're selling. But the focus in a WIN-LOSE mentality is always on what you get. What your customers get is incidental to the sale.
Lots of people make a lot of money with a WIN-LOSE mentality -- for a short time. But they inevitably burn their bridges with their customers and have to start all over again with a new customer base.
And I'm not just talking about spammers and scammers. There are plenty of otherwise reputable business owners who simply refuse to see beyond what they get out of their sales.
They focus on "how do I get them to buy? What tricks can I use to bring people in and get them to give me their money?"
But when the focus is on tricks and tactics, something valuable gets lost -- the relationship with the customer. Your customers have more that is of value to you than just money. They have knowledge that can help you make the next sale -- to them or to people like them.
See, they know what they want. They know what they need. They know what will make them feel like what you have is worth the money you want for it.
If you neglect to nurture your customers, if you neglect to understand what they're looking for, your sales will never amount to much. Any transaction where your customers give you money in return for your product is an exchange of equal value. If you don't offer the kind of value they're looking for, they're off to find someone who will.
Successful business owners understand the WIN-WIN mentality. Both of you have to win in order for you to succeed. If your customers win, you'll ultimately win, too. If you focus only on making sure that you win, ultimately your lack of concern with them will put them in the position where they lose. And when your customers lose, you lose, too.
Jeff
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