What,You,Always,and,amp,#39,Ge business, insurance Do What You Always Do, and You'll Get What You Alway

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There used to be a computer game called 'Leisure SuitLarry - Looking for Love in all the Wrong Places.' Howappropriate that concept is to the vast majority ofbusinesses: they are looking for customers in all thewrong places.There is a famous true story about a Chiropractor whobuilt a million dollar practice, sold it, then wentright ahead and built another million dollar practice.He generated more new clients each month than mostChiropractors manage to generate in a year.When asked what his secret was he answered: "I don'tknow how to get 100 new clients in one go, but I doknow 100 ways to get one new client. I just use themall."What can we all do to build our businesses in this way?There are a five 'key strategies' every business shouldbe making maximum use of:1. Product excellence: if you sell poor quality goodsand services, you will probably find it hard to get newcustomers. The power of negative word of mouth ismighty indeed.2. Customer service: bend over backwards to pleaseyour customers and they will bend over backwards torecommend you to their friends. Get it wrong andprepare to incur their vindictive wrath.3. Persuasive offer: people like to be sold to. Themore you can dress your product or service up in finesilk and satin garments the more they will want to buyfrom you. Even if what you are selling is exactly thesame as Joe Schmo down the road, if your is betterdressed, yours will impress. What is this finery I amtalking about? Benefits. Wrap up what you sell in itsSunday-best benefits suit and it will take on an auraof quality that is irresistible.4. Customer contact: relationship marketing is thebuzz-word at the moment, and that pretty much sums itup. I can never understand why so many businesses thinkthey are exempt from this astonishingly powerfulmarketing technique. Rule number one for everybusiness, whether it is a local baker, a mom and popgrocery store, an Internet marketing company or amultinational corporation is to collect the names ofthe people who buy from you. If you don't do it, everycustomer (or even browser) who walks away from you is alost opportunity. You are literally throwing moneyaway.5. Added value: also known as the 'irresistibleoffer.' A guy called Bob Stupak turned a run downslots-parlor in Las Vegas into a fantasticallysuccessful hotel/casino. He went on to build TheStratosphere hotel resort at the end of the Las VegasStrip. He used all of the five key strategies, but inparticular was a master of the irresistible offer. Hesaid: 'pay me $396 right now, and I will give you twonights in a deluxe room, unlimited free cocktails, freechampagne, free show tickets, restaurant discountvouchers, AND $1000 of MY money to gamble with.' Ofcourse, it worked a dream.Each of these 'key strategies' is vital to any businessif it is to succeed and thrive. But, assuming you havefollowed each and every one of them faithfully, youstill have to get new punters through your door everyday. And word of mouth - no matter how powerful it is -is only one way of getting new customers.The true value in the story about the Chiropractor isin the powerful concept of doing new things all thetime.Most businesses, if they bother to promote themselvesat all, follow a very narrow path. They do the samethings over and over, and wonder why they keep gettingthe same results."If you do the same things today as you did yesterday,don't be surprised if tomorrow never comes."Every business should set aside some time each week tofind a new promotional idea. Many of them won't work,but when they do ... boy, listen to the till going ka-ching!There is a bookstore in my local town. The owner has atruly awful position, tucked away off the main street.Most bookstores rely on bestsellers to drive trafficinto the store, and passing trade. This guy doesn't getmuch passing trade. Yet his business is thriving.How does he do it? He has a deal with the local cinemaand offers cheap movie tickets if customers buy thenovel. He takes time to visit local schools and doesbook readings - and he gives the schools a cut of theprofits. He gets every customer's name who comes intothe store (wherever possible) and sends out a monthlynewsletter with great special offers. He does dozens ofother things too, but most importantly, he multiplieshimself.Knowing he has a small store in a side street, the onething he lacks is a highly visible shop window. Mostpeople would be put off by that fact alone and give up- or never open in that position in the first place.Not this guy. He looks for ways to joint-venture withas many shops in the High Street as he can. He offersthe other shop keepers free ads in the newsletter inexchange for a small window display. He puts flyers inthe books he sells for other stores in exchange forwindow space. He creates special displays for otherstores with books relevant to what they sell (travelbooks for the travel agent, for example). The result isthat this tiny little back-street bookshop has moreHigh Street shop windows driving traffic his way thanalmost any other business in town. And in doesn't costhim a penny.This is the real secret to getting new customers:thinking outside the box. And it applies to just aboutany business you can think of."Do what you always do, and you'll get what you alwaysgot."