The Edge by Mark Dresner

This video is a short case study of why it’s so important (especially today) to use
personalized marketing messages to help build strong customer relationship.

Ignoring this is sure to cost you sales!

All winter my “summer” car – a Porsche 911 Twin Turbo – hibernates safely in my garage…

… Sleeping peacefully until Spring arrives.

THEN … when the first warm day DOES finally arrive, I impulsively dash to the garage to get her on the road.

Problem is after 4 months of sitting the car needs more than just a turn of the key to get going. It needs a bit of a spring tune up to get ready to roar.

Funny thing is I’m exactly the same way …

After Winter fades away into Spring I need a tune-up to get my brain running again on all cylinders.

So every year I give myself a “vaccination” to protect myself from sleepy brain syndrome (SBS).

Ever experience SBS? I thought so…

Sleepy Brain occurs when your brain goes into partial hibernation from December through March. I think it’s an unavoidable built-in reflex.

When December comes … snap … an internal “off’ switch flips in your head. It sends your brain into neutral … kind of running … but not getting anywhere very fast.

But then Spring returns!

Here what I do to combat this productivity and success buster.
EVERY year I give myself a tune up by Reviewing 3 powerful audio programs.

www.markdresner.com/getsharp.htm

Each of these programs is a timeless classic that instantly get my mind back on track. I just pop them in the car CD player or download them to my iPod.
And even though I go through these programs once a year I NEVER tire of them.

Why? Simple. Because they work!

They give me a well-needed jump start after the winter. And they set me up for maximum performance for the rest of the year.

As you can tell, I’m very high on these 3 timeless, powerful and totally effective audio programs.

Click below to check out the programs I use to tune up my brain from its winter sleep and to vaccinate myself from “Sleep Brain Syndrome”.

www.markdresner.com/getsharp.htm

Do it now – before you nod off!

Rock beats scissors … scissors beat paper … paper beats rock.

Remember this game? It’s like flipping a coin except with decisions and strategy.

This game decided many important issues in our family. For example, which team batted first, who sat in the front seat or what TV show we watched.

This seemed fair to me … at least half the time. The other half I wasn’t happy with the outcome.

Why? Because I lost.

We want to win, ALL the time.

Human nature is such that we always want to win. Right?

Here’s what I want.

I’d like to get my hands on a powerful weapon that virtually guarantees victory. Sorta like using a Nuke in the Rock, Paper, Scissors game.

Of course it has to be something my competitors don’t know about or think to use.

Good news … I’ve got just the thing … and will reveal it in just a moment.

But first, let me ask this.

Do you drop your drawers (not literally) for customers?

Is your “go-to” tool the same as many of your competitors?

It’s likely the same tactic I often used when selling multi-million dollar computer systems, years ago. Know what I did?

At the blink of an eye I would cut my price in the face of competition.

And I’m not alone. Price chopping seems to be the number one competitor-beating strategy companies use.

What’s the problem with dropping prices?

Nothing. If it’s part of a well thought out marketing strategy.

Otherwise, it could hurt the perceived value of your products and … splash red ink generously over your bottom line.

I’m NOT trying to be overly dramatic here. Just trying to make a point.

However …

There is a dark side to price cuts.

Face it, the likely reason you’re dropping prices is to attract new customers and drive new business. On the surface that seems to make sense, but …

However there may be some unexpected results too:

• You attract sale-hounds not customers. These folks ONLY shop price and will shop elsewhere for the smallest price difference. They are also the most difficult type of customer to please.
• Competitors lower prices too, so you no longer have a price advantage. If this happens you may never see the customer traffic you expected. You may even be seduced into a price war and lose big money on the whole deal.
• Customers and potential buyers become trained to look for your price reductions before considering a purchase. This sticks you into a downward spiral of continually lowering prices to attract customers.

How many of these gotcha’s have you experienced?

Okay, so what’s the alternative?

How to satisfy customers and earn more than ever before.

Simple. Give them what they REALLY want.

People often fool themselves into believing what they really want is the lowest price.

Not true.

What we all really want most is maximum VALUE.

Value is when you feel you’ve gotten a fair deal on a transaction. You exchange your money (or time or effort) and receive something of equal worth in return.

You see it’s not just about getting the lowest price.

What’s BETTER than getting value?

Getting a better (or best) value, of course. This occurs when you get something worth more or MUCH more than you’ve paid for it.

We’re talking about shopper Nirvana!

Value is a very relative measurement. And what’s good value to one person may be of little value to another.

This is where choice comes into play.

Would you like the Platinum, Gold or Silver model?

How many times have you been presented with this type of choice?

For me the answer is, “every time I walk in to a car dealer to buy a new car.”

Sure I may start out with the entry-level (silver level) car, but I never leave with it.

Why?

Because, if my salesperson is doing his or her job right, they’ll demonstrate the added value of the model one level up. Or even two levels up (Gold or Platinum).

They’ll skillfully explain all the benefits I get (comfort, safety, and higher resale value) of the “better” models. Furthermore the few dollars more per month is insignificant compared with the many benefits I’ll enjoy.

Plus they’ll also throw in free oil changes for life.

Wow. Now I’m sold.

But it doesn’t end there. After I’ve committed to buying the more expensive (I mean value-laden) car I’m presented with dealer-installed options.

If I choose I can FURTHER enhance the value of my purchase. Perhaps with a better stereo or a GPS system…

Here’s my point.

• Don’t compete solely on price. Instead compete on value.
• Give people choices: entry-level (few bells and whistles), mid-level (more bells and whistles) or premium-level (the whole enchilada).
• Understand clients’ real needs to guide them towards suitable alternatives. Then, let them choose the price point and associated value that best matches their needs.

Use this strategy to attract new customers. Then delight them with choices that meet their financial, emotional and practical needs.

Give real value and you’ll keep customers coming back again and again. Plus you’ll keep your own bottom line healthy too!

Let the other guys lose their shirts by continually cutting prices … Right?

Imagine this. Your biggest adversary actually helps you to sell your product, service or ideas.

Sound impossible?

It’s not. And it happens every day in business, politics … and personal situations.

In fact, you may already wield this power unconsciously.

So how DO you use your mortal enemies to achieve your own goals?

An example from current events

Have you read the newspapers lately? Article after article report on the current (terrible) state of the economy.

Millions of jobs lost. Nest eggs lost to a financial market crash. Banks foreclose on homes at an alarming rate.

Who’s to blame? Answer: Wall Street

Wall Street – or anything financial – is the “common enemy” of anyone affected by the latest financial turmoil. Many believe Wall Street’s self-centered greed and devil-may-care attitude caused the downfall of global economies.

Right?

At least that’s what many (smart) politicians are saying. Washington has carefully selected an enemy for people to rally against – that further politicians’ agendas.

But this isn’t about politics … so let’s move on.

Using a common enemy to sell

Let’s take a look at a practical business application. Here’s how to use a common enemy to help sell your products and services.

I think you understand the mechanics from our political example. Quite simply you pick a big easy target that’s easy for people to hate or distrust. You paint your enemy as uncaring, out of touch, or inept.

You demonstrate the enemy’s only concern is for profits – at the expense of all else – causing great pain to your customers.

Next, you slay the beast

You’ve created an enemy. Plus you’ve riled up a throng of pitchfork carrying villagers – all ready to march on the villain’s castle.

Now it’s time to slay the beast. Here’s how to do it.

First, position yourself as the solution, antidote or “underdog” to this heartless monster. You’re the David standing up against the evil giant Goliath.

You (and your product) are the lone torchbearer of truth. You’re the one brave soul, whose only aim is to save the customer from this menacing evil.

Get the picture?

You’ve successfully rallied the troops around this formidable enemy and only TOGETHER can you fight them – and win.

And that one single solution is to buy your product or use your service.

A real business example

One place you see this approach used is in selling alternative health remedies.

Sellers portray the big drug companies as greedy – demanding you spend a fortune treating symptoms – never delivering real cures.

Perhaps they begin to believe – in the back of their mind – medical doctors aren’t helping them. They see that traditional medical doctors only want medicate you or cut you open to solve problems.

Furthermore doctors ignore, are scared of, or are just plain ignorant of treating patients with “natural remedies”

See how you’ve created an enemy in the minds of your customer? Actually you’ve focused on things the customer has probably ALREADY been thinking. You’ve just brought it forward.

The white knight?

Then the alternative remedy marketer dashes in. Like a knight in shining armor he saves with an “all natural herbal remedy, used for centuries by wise men in India…”

Of course I’m exaggerating to make a point. But I think you see the power of how this works.

Recap: three steps to getting sales from your enemies:

1. Find a common enemy that customers can clearly identify with.
2. Portray the enemy as uncaring, harmful or inept.
3. Demonstrate that your product is the anti-enemy – the solution  to this terrible threat.

Use this powerful technique of creating a common enemy and you’ll have a highly effective weapon in your selling arsenal.