Wealth Rule #3: Do the Common Thing…Uncommonly Well…

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I walked into a deli in Southern California. The store was in a great location, had great curb appeal and made their sandwiches with the "old-school" meat grinders.

The signage outside of the store said, "Sandwiches, Coffee, Smoothies, Books." I took my sandwich outside and ate the sandwich outside the store front under the awning and thought the deli had potential. It was a pretty good sandwich. I don't think I'm the only one in Southern California who is tired of seeing their roast beef weighed on a scale like at some other generic franchises.  

I finished my sandwich and watched the crowd of peole milling around the store.

I watched as an older lady walked up to the sandwich maker and asked how much a used book cost. The sandwich maker stopped what he was doing, looked at the book and quoted the price. He then went back to making his sandwich making.

Right then, I had a sickening feeling and I knew the Store was Trying to Be Too Many Things To Too Many People.

Why not just make and sell great sandwiches? Do the Common Thing Uncommonly Well.

Ask any successful business owner, what the key to their business is and the likely answer is Marketing.

What is Marketing?

Simply put, Marketing is defining the target audience that is most likely to buy from you.

If you can't define them, you can't find them.

About a year later, I watched the small deli close its doors and go out of business.

Sadly, there problem wasn't their product or service; it was their marketing. They hadn't clearly defined their market.

There are 3 Keys to Marketing, and Growing Your Business exponentially.
(Remember how a penny doubled grows exponentially?)

1. Find More Prospects and Convert those Prospects to Sales.

2. Sell More Often to Your Clients.

3. Sell a Higher Price Item to your Clients.

Its all so easy, but in my experience the majority of companies and business professionals focus on one aspect of marketing and that is #1…Finding New Clients.

How easy would it be for any company to folow up and re-sell products or services to existing clients? 

What about a club membership for exclusive members?
A Thank you card to existing clients?
A "true" discount for existing, loyal members?
A Free book or small gift.

Fortune 500 companies spend millions of dollars on advertising, doing their best to find new clients, but I read that according to the National Association of Realtors (NAR) 91% of all Realtors never contact the buyer or the seller of a home after closing. Not once. After someone spent thousands of dollars  with a realtor and they don’t bother to call or write?

Come to think of it I received a real estate book as a gift from a investment "syndicator." The book was fairly good and I would rather do business with that "syndiator" then some of the other agents.   

Any good online marketer will point out that the lifeblood to his business is his back-end.

Its the higher priced, more valuable items that he offers to his "list" of clients.

Now, if online marketers "get" this concept, why don't the big guys?