Elite Positioning Brings Higher Profits
Imagine spending the same amount of money on marketing and performing the same amount of work to deliver your products or services, but earning more money and keeping more after your expenses. That's what happens when you institute elite positioning for your business.
With elite positioning, you are not any old accountant, cabinetmaker, software maker or fitness trainer. You deliver superiority or exclusivity and therefore charge (and get!) more. Here are five ways to add an aura of extraordinariness to your business.
1. Specialization. If as an accountant, you only work with family businesses, clients perceive you as more familiar with and more skillful in dealing with their unique issues and circumstances. Whether or not you really have that much more expertise is not the crucial factor. The clients' knowledge that you specialize makes them comfortable paying more for your services.
2. Selectivity. Suppose that as a cabinetmaker, you didn't take any job that came along, but only those that offered interesting aesthetic or technical challenges for you. In that case, clients feel grateful that you have taken on their project and understand that if you are turning away projects, you of course charge more than your competitor who serves one and all.
3. Better results. Do you have any very, very impressive testimonials, awards or performance figures that prove you get superior outcomes from the work that you do? If so, highlight those credentials and raise your prices. Clients understand that the software that never, ever crashes computers costs more than the buggy kind.
4. Fame. When you're the fitness trainer who's just appeared on Oprah - or actually who ever appeared on Oprah! - you have a license to charge premium fees. As with most other kinds of elite positioning, your skills aren't necessarily greater, but your visibility places you at a higher level than colleagues who aren't trailing clouds of media dust.
5. Self-confidence. Perhaps you don't specialize, turn away clients, get better results or have fame. If you have bravado and nerve, you can charge premium prices anyway. This works only if you can say, "I charge $400 an hour" (or whatever stratospheric fee you choose) without any wavering or uncertainty in your voice. Does this idea make you indignant? Then consider whether you're ready to charge more. If you believe deep down that you're worth it, then you have what it takes to pull off higher prices. Stop letting fear hold you back!
Marcia Yudkin is the author of 6 Steps to Free Publicity and 10 other books. She runs an online mentorship site, MarketingforMore.com, which supports business owners who are growing their businesses. Download her free report, "Charge More & Get It," at http://www.marketingformore.com/survey.htm . Or find out about her upcoming Marketing for More seminars at http://www.marketingformore.com/seminars.htm .
More Resources
Unable to open RSS Feed $XMLfilename with error HTTP ERROR: 404, exitingMore Strategic Planning Information:
Related Articles
When Do I Need To Hire A Business Plan Consultant
Every new business owner knows that a business plan is critical - it is drilled into them by potential investors and every banking officer they meet. So why is something that is so important to the launch of a new venture so difficult to write? Good question! In this article I will try to address when you should go out and hire a business plan writer versus taking on the task yourself.
How to Write a Business Plan Market Analysis
Writing a business plan is an essential part of the initial strategic planning of any company. One thing, which seems to hang up most entrepreneurs, is figuring out what kind of data and information goes into the Market Analysis section.
SWOT Analysis
If you've ever listened to Warren Buffett talk about investing, you've heard him mention the idea of a company's moat. The moat is a simple way of describing a company's competitive advantage.
Getting Started with Succession Planning: Part II
Succession planning requires the owner of a small or medium-sized business to plan for what the company will look like and how it will operate after the transition to new owners is complete. Unless the owners have succession goals in mind, they won't achieve them.
City of Cortez and South Western Colorado Market Survey
We have been spending many hours surveying the market for a potential business location in the South Western Region (region # 9) of Colorado. Pouring through data, seeing the tourist sites, and understanding the market there.
GOT MEME? How to Attract Your Clients and Customers Attention
No "meme" isn't a typo and Got Milk, the more commonly know phrase, is actually a marketing meme. If you've opened up a magazine or watched TV in the last ten years you've seen the fun and memorable Got Milk ad campaign using celebrities with a milk mustache.
Secrets Of Effective Brainstorming
Have you been in a "brainstorming" session where each person just defended their own ideas? Worse is when people don't suggest ideas at all, for fear they'll be attacked. That's no way to brainstorm.
For Business Owners Only - You Can't Be Fired But Neither Can You Quit
The decision to sell, or not to sell your business is a difficult one. There are many questions that need to be answered before an informed decision can be made.
Urban Flight in Ohio
Many of Ohio's downtown areas are in need of upgrading as folks pack up and move to the suburbs. Many downtown revitalization projects are currently going on there.
Consolidation in the Software Industry is Hardly New: Obsess About It or Risk Losing it All
Some analysts credit [Larry] Ellison with anticipating the consolidation in the enterprise software industry and leading the charge. Ellison 'called a major shift in an entire market, which was impressive.
Top Ten Traits of Strategic Thinkers
Want to become more strategic? Add these traits to your collection of skills and watch your success soar!1. Maintain a self-responsible attitude.
ERP Role in Selling Your Mid-size Business - Microsoft Great Plains and CRM Example
If you own the mid-size business and actively work in it as executive manager or lead, say marketing, - you probably know exactly what needs to be done on the daily basis to keep it running. However, in many cases this business critical knowledge exists in your head only.
Planning For The Slow Season Of Your Business To Increase Sales
Every business experiences slower periods. For some, they sell more during the Christmas season while others move at a snail pace.
Succession Planning for Business - 10 Key Points You Must Know
By cranking up others development to meet your business needs, big or small, not just for right now, but for the future, you will find payoffs, big-time. Here are a few ideas to get you started.
Mining Market Data
With a heightened awareness of opportunity, ideas can often be generated by market research. The National Women's Business Center (NWBC) defines market research as "a systematic, objective collection and analysis of data about your target market, competition, and/or environment with the goal being increased understanding.
How to Develop a Successful Board of Advisors (...and Why You Should!)
In today's rapidly changing and highly competitive markets, many privately held companies are creating outside advisory boards to give owners and CEOs fresh, knowledgeable advice. Even for small businesses, setting up an advisory board can give you a significant advantage over competitors that are relying solely on internal talent.
Could You Be Setting Your Business Plan Up For Failure?
David E. Gumpert, author of Burn Your Business Plan, often tells the story about how he and his partner failed to raise money after sending their business plan around to venture capitalists and meeting with several others to make presentations.
Don't Just Talk About the Weather, Use It to Advantage
A well known, national chain of restaurants discovered that certain weather patterns substantially impacts their business. They have studied it and found that more people go out to eat dinner when there is a series of beautiful days.
8 Ways to Earn More Without Working Harder
Conventional wisdom has it that there are only three ways to
grow your business: find new customers, increase the amount
of each sale to existing customers or get customers to buy
more frequently. But I've seen business owners go blank
when presented with those three options.
Business Plan 101 How to Write a Table of Contents
No matter what business you plan to start in your next entrepreneurial endeavor you need to be thinking about writing a business plan. Even if you are not seeking funding for your new business or already have secured funds from family members, angel investor types, personal savings or partners.
Site Selection and Demographic Tips for Establishing Outlets
Many cities have home pages on the Internet. Many of these cities use these sites to promote their town.