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The Three Things on Your Client/Prospect's Mind

by cmccormick

In your role as a businessperson providing products and services,
there are only 3 reasons for anyone to do business with you:

1. To identify if your product or service meets their needs
(then they will buy from you). 
2. To benefit from your products and services (then they will
return again). 
3. To feel inspired by your products and services (then they
will refer others to you).

That's it. Period.

Everything you do and say, everything prospects, customers or
clients see, perceive and read should be focused on one or more
of these things.

Why? Because there's nothing else that is more important to
building your business.

Do you need your prospects, clients or customers to be impressed
with you?  
Do you need them to like your picture in any ad?  
Do you need them to like your website or brochure?
Do you need them to think your BMW is a nice car?

If you do, when it comes to successful marketing you're
concerned with the wrong things. Though appealing -- impressions,
cars, and attractive photographs are non-income producing
concerns.

Does revealing your latest degree accomplish any of this?

All these things are FLUFF compared to what's really important
to effective marketing. Quite simply, there are only 3 important
criteria: Revenues, Return on Investment (ROI) and Referrals
generated.

You single goal is to get them to take action in one of these
three critical areas in your business. Beware striking out
swinging at the wrong balls!

You want people to seek you out for the products, services and
expertise you offer, now and in the future.

That's it. Pure and Simple.

Marketing guru Dan Kennedy often speaks of the Disney
philosophy. The Disney philosophy is ingrained into every Disney
employee's brain: The only thing that should be on a guests' mind
when they leave Disneyland or Disney World is this:

You've Done What You Do So Well That People Can't Resist Telling
Others About You!

Have you ever heard someone talk about a visit to Disneyland?

They talk about the incredible cleanliness. They talk about the
incredible rides.

They talk about the incredible exhibits, the courtesy, the
efficiency of hosts. They talk about the magical experience they
had. They talk and talk and talk about . . . everything.

And, they do this without encouragement, inducement or
provocation. Everyone talks about how great their vacation was,
and how you must plan to go to Disneyland too.

Is everyone talking about your business like that?

Is everyone so amazed, so filled with satisfaction that they
continue doing business with you, even when no one asks?

Are you so focused on the 3 things in your
clients/customers/prospects minds that everything you do and say
furthers these goals?

Why work on anything that doesn't lead you to the 'top-of-mind
mindset' that Disney has?

So how do you accomplish this?  Ask yourself each and every
time, "Will this action meet any or all of the three things on my
clients/customers/prospects minds so they can respond
accordingly?"

If the action you're considering moves you forward, do it! If it
doesn't, forget it.

It is easy to get caught up in what everyone else in your
industry is doing in marketing. But unless it leads to these 3
critical elements of success -- forget it.

As a business strategy expert with 20 years of extensive work for
legends Tony Robbins, Stephen Covey, John Gray, and Mark Victor
Hansen, Carolyn now coaches ordinary people to extraordinary
results.  She helps you define your business and personal goals
while discovering a deeper sense of fulfillment and confidence on
the road to grabbing your dreams.

Explode your business with Carolyn!  Get her <a
href="http://www.explodeyoursmallbiz.com">FREE Explode Your Biz
Quiz here!</a>

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