When our fore fathers fought the revolutionary war they didn't win by fighting according to the King's rules. It's time for you to write the new rules. These rules are the secrets to fighting and beating the competition without breaking a sweat.



Have you noticed how you refer to certain products by a company or brand name rather than the product name? If I said, ?cola? you'd probably respond ?Coke?. If I said, ?facial tissue? you'd respond ?Kleenex?. You do this even when the company name doesn't represent your own preferred brand. If I said your name or your company name what would your prospects say? They'd probably respond they hadn't heard of you or ask me to repeat that.

What I've just described is called positioning. Obviously, you can't own a position in the minds of people on a national scale but you certainly can on a local scale. This requires carving out a position for your business in the minds of your prospects in your local area. To make that happen there has to be something special about you or your business in the minds of your prospects.

When you go to a buffet do you have to sample everything? If you do, you're bound to leave the restaurant with a bad case of indigestion. Do you have indigestion when it comes to prospecting too?

Instead of trying to attract everyone, identify a slice of the market you can dominate. When this segment of the market thinks of whatever you've identified as your position in the market place they should immediately think of you. When you can dominate a segment of the market you leave your competition no choice but to feed from the scraps that fall from your banquet table.

This is easier to do than most people think. Your success begins with a clear understanding of what that sliver of the market desperately wants. You want a starving group standing before your buffet table eager to eat.

If you owned a restaurant and you could have only one advantage over all other restaurants the only important advantage to have is a starving crowd. No matter how much you like the food at your favorite restaurant you won't eat unless you're hungry. You too must connect with a group of people so hungry for what you have to offer they simply can't resist.

Just like you won't eat even at your favorite restaurant unless or until you're hungry you must handle your prospects like the smart restaurant operator. You must nurture that segment of the market that's yours until they're hungry. To nurture them you must first open a relationship and then build-on and deepen your relationship until they're ready and eager to buy.

Never ever blow this courtship by using a sales presentation, or coercive and manipulative language. How could you possibly treat someone you want to have a life-long relationship with that way? Handle your prospects with the kindness, respect, and dignity they deserve and you'll be richly rewarded. This alone will make you unlike the competition in such a stunning manner your prospects will be utterly amazed.

Think about the last time you ate at a restaurant where the food was excellent and the service was impeccable. You wanted to go there over and over again. You couldn't wait. You didn't want to just tell your friends about the restaurant you wanted to take them there too. When you make the buying experience rewarding for your prospects they'll want to do business with you over and over again. They'll tell others about you. They'll not only tell them about you they'll drag them in to meet you.

Use these simple secrets to step out of the jungle and onto the green. Make it so irresistible to work with you your clients say they wouldn't think of working with anyone else. The market doesn't reward copy cats. The market rewards those smart enough to make the effort to develop a unique way of providing an outcome their prospects are determined to have.