Positioning,For,Profits,Last,F business, insurance Positioning For Profits

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Last Friday, I was spending one last day of freedom with a dearfriend who was expecting to have her first baby at any minute.We decided to hang out by the pool.On the way there, we stopped to pick up some lunch toeat pool-side. Given the choice of Wendy’s, Subway, orMcDonald’s, I chose Subway because I knew I could get arelatively low-calorie, low-fat lunch there.How did I know that? Because I’d seen their commercialsstarring Jared who had lost something like 150 pounds by eatingan all-Subway-sandwich diet.Now, I don’t need to lose 150 pounds, and I don’t plan to go onan all-Subway-sandwich diet. However, I also didn’t want toblow the 648 calories I had burned on the elliptical trainer thatmorning.From the moment we walked in, I knew I had made the rightdecision. They had a poster-sized sign telling me how manycalories and grams of fat each of their basic sandwiches have.That helped me make a decision about the best thing to order.Then, they reinforced my smart decision when they handed me mysandwich-drink combo. Plastered across the sandwich wrapper,around my cup, and over my napkin were the same calorie/fatbreakdowns. I was pleased to see that I was only eating 320calories for lunch (okay, truth be told, I splurged on chips too).But, nonetheless, Subway had done their job and done it well.I’m talking about POSITIONING. They might be a lot of things,but the thing they want you to know above all else is that theyoffer low-calorie fast food alternatives. Yes, they were fast.Yes, they were cheap. But the point they have hammeredhome with their advertisements, in-store signage, and papergoods is that I can get a meal that won’t blow my diet.Positioning is what sets you apart from your competitors.It’s what makes a prospect choose to work with you ratherthan someone else. It’s the part of perception that youhave the most control over. But many business ownersneglect to take charge of their position in the marketplaceand let customers position their business for them.How many times have you lowered your prices to geta new client who balked at your original bid? How manytimes have you agreed to provide a certain service toa client that you never planned to provide, don’t enjoydoing, and isn’t very profitable? How many times haveyou taken on a job that requires the most basic skills youpossess and complained that you can’t get clients thatwant to use all of your talents?These are all things that business owners experience whenthey let their prospects/clients position their business forthem. If you find yourself doing this, the time to change isNOW!Are you letting the market position your business for you? Ifso, don’t fret. Most all of us have been there at some time oranother. Sometimes, it’s important to take on low-end jobs.We all need to pay the bills. We all experience marketdownturns. We all have to build up confidence in our services.But, if you find yourself feeling frustrated with the type of workyou’re doing, the amount of money you’re making, or thekind of clients you are working with, it’s time to take chargeof your business.Take a piece of paper and write down 5-10 things you wantpeople to think of when they think of your business. Here areseveral examples, but you might think of many more: * low price * fast service * high quality * personal service * caring attitude * expert advice * emotional support * technical expertise * immediate results * creative ideasNow, look through your list and choose the one thing that youwant to emphasize more than any other – the one thing thatwill set you apart from your competitors.Once you’ve selected it, write down a list of benefits that theone thing provides to your clients. For example, if you chose“high quality” from the list above, some benefits might include: * you make them look good to their employees/employer/clients * you help projects stay on track because your work is good enough the first time and requires no changes/edits * you allow them to take one thing completely off their plate because your work meets their standards without their direct involvementOnce you’ve identified the aspect of your business that youwant to emphasize and you’ve identified the benefits to yourclients, sit down with all of your marketing materials. Thisincludes your business card, brochure, letterhead, web site,advertisements, bio sheet, etc. Determine how you cantweak each one to emphasize this aspect of your business.If you can afford it, you might reprint some of your materials.If you can’t, you might come up with ways to add a tag lineto your existing materials. You could print your tag line at thebottom of every piece of letterhead each time you are sendinga letter. You could have stickers printed with your tag line tostick on each of your brochures. Be creative!The best part about proper positioning is that you end up doingthe type of work you enjoy and making more money. Manytimes the work is more profitable -- you are able to chargemore than your competitors because you are delivering morevalue than they do. The clients that choose to work with youare making the decision to pay a little more in order to benefitfrom the extra value you provide.Happy Positioning!