Claire Ratushny

Email: claire@writestrategy.biz
Phone: 802-999-8981

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Claire Ratushny

Blog

05/19/2016

So many brands with so many similarities. Is it any wonder that many brands are struggling? Does it surprise anyone that in every sector there are brands that are subsisting on an ever shrinking sliver of the pie?

 

The problem? Please reread the first sentence of my post. There doesn’t seem to...

05/12/2016

It takes time to build a brand. Time to gain visibility, traction and trust. Time to build consumer sales.

 

Rebranding is a serious matter. It should never be undertaken lightly when it comes to heritage brands. Often, a simple tweaking is necessary to remain relevant—rather than a major overhaul....

05/05/2016

We live in an ultra-competitive society. And we live in a society which loves winners and dismisses losers. That’s part of the reason why people take it so hard when they botch something or lose at something after putting in significant effort to succeed. I mean: what will people think? What will they...

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What are You in the Business of Doing?
What is the Core of Your Business? Selling Products? Services? Or Building Relationships?
 
I see it all the time. Opportunities squandered. Businesses “advertise” and market products or services. They tout the “best service” at the “lowest prices”. “We will not be undersold”. Peachy. Who among your competitors isn’t saying all the same things? Over and over again?
 
Look, I hate to break it to you, but you’re not selling products or services. You’re selling your business, yourself and your reputation every single time a customer contacts you: via the Internet, the phone or in person. So why are you “marketing” your product mix or service offerings without getting to the heart of who you are and what you’re all about?
 
No wonder your business looks like every one of your competitors!
  • So what’s your core?
  • What makes you and your business different?
  • What is the overriding reason customers should buy from you first and only you?
  • What is your unique selling proposition?
  • Can you sell your customer by using your marketing communications: web site, social media output, advertising to share your expertise and insights to make their lives easier or better in some way?
 
Think about it. Don’t you value someone who gives you excellent advice? Don’t you turn to them first after they’ve gained your trust? Would you consider dealing with anyone else? Even if they offered the same products/services to you for less money? It’s unlikely.
 
So rethink things. Business isn’t about selling products/services first. It’s about building relationships. If you can do that consistently and well, everything else will fall into place and your business will be successful.
 
Which business inspires you due to a longstanding relationship and what are the reasons for it? Please share. We all learn from each other.

What is the Core of Your Business? Selling Products? Services? Or Building Relationships?

 

I see it all the time. Opportunities squandered. Businesses “advertise” and market products or services. They tout the “best service” at the “lowest prices”. “We will not be undersold”. Peachy. Who among your competitors isn’t saying all the same things? Over and over again?

 

Look, I hate to break it to you, but you’re not selling products or services. You’re selling your business, yourself and your reputation every single time a customer contacts you: via the Internet, the phone or in person. So why are you “marketing” your product mix or service offerings without getting to the heart of who you are and what you’re all about?

 

No wonder your business looks like every one of your competitors!

  • So what’s your core?
  • What makes you and your business different?
  • What is the overriding reason customers should buy from you first and only you?
  • What is your unique selling proposition?
  • Can you sell your customer by using your marketing communications: web site, social media output, advertising to share your expertise and insights to make their lives easier or better in some way?

 

Think about it. Don’t you value someone who gives you excellent advice? Don’t you turn to them first after they’ve gained your trust? Would you consider dealing with anyone else? Even if they offered the same products/services to you for less money? It’s unlikely.

 

So rethink things. Business isn’t about selling products/services first. It’s about building relationships. If you can do that consistently and well, everything else will fall into place and your business will be successful.

 

Which business inspires you due to a longstanding relationship and what are the reasons for it? Please share. We all learn from each other.

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