Posted by JuJuan Buford @JSBUFORD
You’ve beta tested your product or service. People love you and they love your offerings. You’ve been able to consistently generate revenues and over the course of time you’ve created an approach that your clients appreciate. Matter of fact, you’ve become so effective you no longer prospect for new clients, you attract them.
However, you've taken your business as far as it can go as an individual. And in order to earn the revenues you desire, become influential, and truly impact people on the scale you desire you know you need to grow from a team of me to a team of we. The bright side of it is you know what you do works. But there’s a problem.
What you’re doing doesn’t readily duplicate. Unfortunately, your staff and specifically your sales staff can’t carry you everywhere in their back pockets and pull you out on demand. Lord knows if there was a way, you would have found a way to accomplish such a miraculous feat. And you may not have the capital to outsource your marketing and sales training yet. Or perhaps you’ve spent $599, $1,999, or $2,249 plus (gasp) on the latest, greatest training guru with little to show for it.
Here’s a couple simple tips or rather questions that have served me and my clients that can dramatically impact your marketing efforts and supercharge your sales team.
QUICK TIP #1. WHAT ARE YOUR GUARANTEES?
Or another way of thinking about it is, what is your signature worth?
One of the greatest, most impactful, yet simplest ways to improve marketing efforts and improve your sales strategy is to leave the customer feeling like they received more than they paid for. Add a guarantee on top of it, and you may be able to dominate your market for time.
I can remember when there was no such thing as a guaranteed delivery time by any restaurant or food establishment, much less a guarantee when someone could expect their food to end up in their hands or on their plates. I remember quipping about how oxymoronic the phrase “fast food” had become in my teenage years and early twenties. Let's fast forward to today.
Jimmy John’s became notorious for their “freaky fast” promotion, claiming the establishment could put a sandwich in your hand in less than four minutes. Dominoes guarantees if you are not completely satisfied with your Domino's Pizza experience, your monies will be refunded. In over two decades of being a very frequent flyer at Starbucks, I grown to anticipate after visiting a specific location several times, that the baristas will either know my name, or be able to anticipate my order and know my name.
Consider how effective providing greater than expected performance, coupled with a guarantee worked out and continues to work out for the aforementioned companies.
The capital acquisition space in the Detroit Metropolitan area is inundated with businesses, organizations, professionals, and various other entities promising to provide funding for small business owners. If you do a deep dive into their resumes, the extent of their wisdom and know-how can be attributed to having read one book and a handful of hours of YouTube. It is what it is. In the short term businesses often win based on what they can and are willing to market, rather than their actual deliverables.
QT Business Solutions is led by Tina Williams. Williams brings to the table all the prerequisite academic and professional accouterments you’d expect from a business planning professional: MBA., years of corporate training in the banking and finance industry for small business owners, and a successful owner and operator of her own enterprise. Williams is highly experienced and a proven commodity after over a decade of finding and securing monies for aspiring and established business owners alike. In other words, she has receipts.
It wasn’t enough.
With the introduction of a guarantee, her continual maturation as a business leader, and some consistent promotion QT Business Solutions has become a prominent fixture in the business planning and capital acquisition space, and her business is quickly becoming a household name in the entrepreneurial ecosystem. QT Business Solutions guarantees that as long as a business owner meets a simple criteria uniformly applied by most financial institutions, a client of hers is guaranteed to obtain funding, else their monies are refunded.
Your guarantees can be robust and boisterous. Once again, I remember when guaranteed delivery times were nonexistent, and for an establishment to do so was a big deal. Or your guarantees can be something simple, and nuanced in accordance with the tastes and sensibilities of your clients. It’s the consistency of the experience that matters. It’s your patrons feeling like they’re receiving more than what they’re paying for that creates the competitive advantage.
It can give your promotional stories stickiness and legs to run on in the marketplace. It can equip even the most novice sales professionals with an ace in the hole, providing them with confidence and most importantly, a consistent, duplicable approach to run with. If their presentation is shaky, and doesn’t necessarily inspire feelings of I like you, I know you, and I trust you, the guarantee can help overcome their shortcomings initially. It is what contributes to the building of your brand. And building a powerful, compelling brand is the bag.
Need a couple of examples? Consider the following phrases that can describe what someone’s signature is worth, and create your own. Write down a list of ten or as many as you can imagine. Then carve your list down to one (one is enough) to three guarantees. Remember, a confused mind does nothing, or makes a mess of things.
For example:
- We are an organization of entrepreneurs, serving entrepreneurs
- We guarantee funding or a 100% refund
- We provide uplifting service and exceed our clients expectations
- We invest in our business partners
- We learn what you do, get what you do, and guarantee a 50% increase in your online traffic
- Your priorities are our priorities, and we guarantee 100% satisfaction or we’ll refund your money.
- We guarantee delivery in 2 days or a 50% refund
IS THERE MORE…..? Better believe there is. Per usual, there will be a Part Two with even more actionable content, strategies, and tips, accompanied by a video for those who prefer audio and or visual content.
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A recent interview with Danco Sotirovski, of "Ask the Neighbor" and JuJuan Buford, CEO of JSB Business Solutions Group & Co-Founder of NextOppSocial, regarding how to become better at the goal setting process, and why having a goal achieving process is necessary to make it all work.
#entrepreneurshipisempowerment #smallbizarchitect #smallbizarchitecture #nextoppsocial
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JuJuan Buford is a CEO, Co Founder serial entrepreneur, writer, and public speaker. JuJuan started his career in the banking and investment advisory industry, and transitioned into business ownership and is enjoying entrepreneurial success in multiple industries: business coaching, real estate wholesaling, direct selling, business technical assistance provider, ghost writing, and publishing.
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