Superb News - November 2006

Issue: November 2006

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Greg Tomkins
Editor
Superb Coaching

(07) 55 264 014

Greg, welcome to Superb News

All articles can now be found on our blog site 'The Essence of Business Success' where will it not only be easier to read articles but you will also be able to post your own comments. I hope you find the new format easier to find and read articles.

Enjoy and please - share your views and comments as you wish.

The more that I talk with business people the more concerned I am that so many have no plan in place for when they wish to “exit” from their business. This further supports the findings of the 2004 CPA Report into Australian Business Owners and their lack of preparation. (See our white paper). Few of us have an “Exit Plan” and for anyone in a family business, particularly if your considering the transfer of ownership in that business in the next 5 years, then you should be giving this your immediate attention.

An Exit Plan is a comprehensive, compelling, strategy for leaving feeling fantastic.

When you aren’t experiencing exactly what you expected; when it’s clear that the vision you see has become blurry-or is simply no longer your own-it’s not uncommon to contemplate moving on.

(more…)

Some say, diversify - Make sure you have every possible service and product available - Give yourself every opportunity to make a sale - Make your shop a ‘One Stop Shop!’

I don’t call this diversifying, I call it de’worse’ifying!!

The truth is, when you try and be everything to everyone, you spread yourself so thin, that you end up being, nothing to no-one.

Proceed with caution - One stop shops are for the big boys. The big players, with huge budgets to spend on marketing. In small business, the trick is to do exactly the opposite to one stop shops. And that is to specialize and become exceptionally good at this area. (more…)

This 160 odd pages of advice will be one of the easiest reads on marketing you will ever have. How extraordinary it is that someone has been able to so simply explain how to succeed in the “new era” of marketing. Seth explains why the old techniques aren’t necessarily dead - its just that you can’t rely on them as you once could and now you need to deliver something “remarkeable” to your customers or clients.

Cows, according to marketing guru and author Seth Godin, are plain and ordinary, but a purple cow makes people stand up and take notice. This theory is the basis of his gem of a book, The Purple Cow: Transform Your Business by Being Remarkable. In it, Goddin examines traditional marketing approaches and then debunks the myth that these approaches are sufficient to achieve continued success in our evolving marketplace. (more…)

Too many companies seek to model themselves after a successful company in their industry, paint a red target on them and say, “Let’s go get ‘em!” Then, the sales and marketing team gets to work, figuring out why the competitor is successful, and even set out to emulate their competitor in the marketplace. I’ve seen it happen. It never ends well, or at least they make very little headway. Usually, they waste much of their marketing budget in the pursuit. Trust me when I say this is no way to begin a successful march toward market leadership. (more…)

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