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... Friend,You're ripping me off.How? You may be thinking, "We just met. So What Do You Do? Once you have the attention of a business prospect, at some point in the conversation, the prospect will ask you, "So what do you do?". In most cases, you will only have 60 seconds, to catch the interest of the prospect. Hold Onto What Youve Got You probably spend a great deal of your time looking for new customers or clients. However, are you sure your doing enough to hold onto the ones you've got. Ten Amazing Ways To Increase Attraction at a Trade Show These ideas are for anyone that has a small budget to work with or is just starting to expand into exhibiting at trade shows. You can even use these tips and techniques whenever you are speaking or presenting-- at Toastmasters, delivering workshops ... they offer?) 14. Why would or should your prospects switch from your competition to you? 15. Can you list 5 to 10 reasons why someone should purchase your product/ service? 16. What makes your service/product unique or better than others? (This is your unique selling proposition, or USP) 17. Have you reduced your USP into a fifteen-word-or-less "commercial"? 18. Have you identified a market niche in which you do/can specialise? 19. Have you told your prospects about your speciality? (Or is your speciality buried in your marketing materials among all the other things you can also do?) 20. How are you raising awareness of your service among your prospects? 21. Do you have a marketing "mix", or do you depend upon one marketing tool to build your business? 22. Does the image ... present to your target market live up to the image your target market feels they deserve? 23. What would happen to your business if your top two clients left you in the same six month period? 24. Are you spending 20 to 30% of your time on marketing activities? (If you are a start-up, are you spending 80 to 90% of your time marketing?) 25. Do you have measurable goals for your business? 26. What one major obstacle stands between you and your goals? If you struggled with a few of these, you have some work to do. If these questions puzzled you, you have much to do. Keith Thirgood, Creative Director Capstone Communications Group Helping businesses get more business through innovative marketing http://www.capstonecomm.com/ Markham, Ontario, Canada 905-472-2330 Subscribe to Thrive-on-line http://list.capstonecomm.com/mail.cgi?f ...

... dental practice, as it is an illustration of how smart marketing strategy can permeate every aspect of a busy professional service firm. During my last appointment, Dr. Penski and I talked about her practice and approach to marketing. Here's what I learned: Clear Positioning: Fresh out of Georgetown University's Dental School, she couldn't get funding for her vision of a practice that would cater to women. In her words, "Anger was a great motivator," so she set out to fulfill her dream by catering to private-pay professional women and moms, two very influential forces when it comes to how families spend their dental dollars. From the start, she and her business partner knew they would best serve this niche by offering "dentistry with a caring touch." This vision permeates everything, setting a baseline for how they package and promote their services, their approach to sales, ... care they provide, and day-to-day performance for the entire staff. Thoughtful Packaging: Dr. Penski explained how they created their practice "identity" on a dime. Over dinner with spouses, the couples discussed how to "package" the new practice including uniforms, office decor, business stationary, and welcome brochure. A husband suggested they use the symbol of a fern, since it was "old, natural, and graceful-- just like they were!" The silhouette of a fern, plucked from Dr. Penski's garden and created on her copy machine, shows up everywhere. Nature is also the theme in the waiting room where you can relax browsing nature art books, listen to soothing spa music and a fountain, and enjoy an herbal neck wrap. The caring touch is reinforced with an album bursting with patient letters, baby announcements, wedding photos, and thank ... you could change about your smile, what would it be?" and clear payment policy. All of these things served to set a standard, manage my expectations, welcome me, and connect with me before my appointment. It was also a smart way to start up-selling me even before my first visit. Sophisticated Persuasion: The practice takes a phased approach to bringing a new patient on board. This is also a sophisticated way to build trust and encourage further use of their services. The first appointment was all about assessment and relationship-building. In addition to the most thorough, tooth-by-tooth assessment and set of x-rays I've ever experienced, Dr. Penski took her time getting to know me as a person, about my background, and my concerns or fears about going to the dentist. When I mentioned an interest in whitening my smile, she talked me out of it, showing ...

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