By Dave Sherman
I’d like you to close your eyes for a second. I’d like you to imagine the size of your business if you were the only person on earth that was offering what you were offering. You could sell your product for any price, work any hours you wanted, and provide whatever type of service that fits your schedule. With no competitors, people would only be doing business with you. Would that be great? Isn’t that a nice dream?
Well, it’s time to open your eyes and realize that you do have competitors; you have to price your product competitively and offer the best service possible. Most important, you need to do everything possible to separate yourself from your competition. You need to stand out from the crowd. I see hundreds and thousands of people attend networking functions and hear them say the same words and phrases that their competitors do. Then they wonder why their business isn’t growing.
If you are in an industry with LOTS of competition (insurance, financial planning, consultants, chiropractor, etc.), you need
to start thinking about how you can differentiate yourself from everyone else. You need to find a way to meet and connect
with people in a way that makes them think you’re unique and not just one of the masses.
Someone who has done this beautifully is Helen Goldman from Primo Promos, an advertising specialties company. “I attend
as many networking functions as possible, not limiting myself by time of day or geography. I bring promotional products to
every meeting, demonstrating the effectiveness of my products. I change my 30 second commercial often, making varied
points about the benefits of my business and expertise, often including humor, but always using my memorable tag line, “A
Plethora of Positively Perfect Promotional Products.” In addition, I donate promotional items as door prizes, giving my
business additional publicity. My best networking tip: Always bring plenty of business cards with current and correct
information. A scratched out phone number or e-mail address doesn’t present a professional image.”
Helen mentioned some really good points, especially the part about changing her 30- second commercial and making varied
points about the benefits she offers. People don’t want to hear the same thing over and over again. If you tell people
something that they’ve never heard from one of your competitors, you will engage them in a better conversation and you’ll
have a much better chance of connecting with these people.
Copyright © 2005. Dave Sherman, Connection Pros, LLC
Helping You Create Deeper Connections with More People
Dave Sherman, the Connections Expert, has been helping people all over the country create deep, powerful and productive connections with others that have helped them personally and professionally. As the founder and creator of “Connection Pros”, a speaking, training, and consulting organization, Dave inspires people to look at the process of creating connections in a whole new light that is more effective, more comfortable, and more profitable. His topics include “Breaking the Ice – Creating Connections with Just About Anyone, Elevating Your Elevator Speech – A Powerful Way to Answer the Question What Do You Do?”, Overcoming Your Personal Obstacles – How to Conquer Your Barriers to Success” and more. Dave is also the author of the best selling book, “50 TOP TIPS, A Simple Guide to Networking Success,” “Breaking the Ice – 306 Great Conversation Starters” as well as numerous other CD and video programs. For more information, send Dave an email at [email protected], or visit his web site at www.ConnectionPros.com.
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