STUPENDOUS Power! and How To Kill A Business In One Fell Swoop?...

by FredBeers

Posted: 11 years ago 21 replies

OFFLINE MARKETING

So, I'm somewhat new to the offline consulting game (as in, I've only done free advice giving in multiple industries --- STUPID --- and have my first real "paying" gig right now -- also somewhat stupid, but could turn into not stupid), but I've been an avid "consume everything I can get my hands on related to marketing" addict for over 2 decades... Yes... <= That's no type-o.. :rolleyes:

But I've been learning some very valuable lessons with my first client that I thought others of you might find ... um... cool... maybe..

Alright, so here goes:

LESSON NUMBER UNO:

STUPENDOUS Power!

Firstly, you and I have a crazy amount of power in the knowledge we have gained both here in WF and elsewhere...

Did I say crazy? Huge... I'm talking here... Gargantuan... Um. BIG..

This is super encouraging...

Listen, it doesn't matter whether you've primarily been learning how to sale to the IM market, or the Fat Belly Market (Me...Me...

).

The fact is that the SAME methodology and concepts that we use every single day -- and take for granted -- can absolutely revolutionize a brick and mortor business.

Here, I'll let you in on a little secret....

The IM gurus don't event anything!! They never have. The same methods of selling that they use and teach, are the same methods that have worked for the better part of a CENTURY... Yeah, I said it!

EVERYTHING we do in print, audio, video, or 'dingle-shniffin' media is the same stuff the old direct face to face cats use to do on the street corner. How do you like them apples!?

My point is, that all the stuff we 'know' how to do is like pure liquid gold to them there mom and pop types... They'll eat it up like pixy lovin hippy.
And you'll be the next best thing since a back scratch... And that's good... Because gettin your back scratched, rocks...

All the tips, techniques, tools, and methods we talk about make us look like the wizard...

You need some credibility to land clients? Talk IM stuff for a bit... Tell them you'll start on performance base first, then you talk fees... I dare you. I double dog dare ya!!

Lesson 1 is: You have a lot of power and credibility just in your knowledge.

LESSON NUMBER ZWEI:

How To Kill A Business In One Fell Swoop?

The previous encouraging word actually leads to the second lesson...

BUT... The Second Lesson Is A Bit Of A Warning....

With out Power come great responsibility.....

Seriously... We have the power to totally blow up a business to rock the house and become a phenom...

-or-

We can bury them with TOO MUCH business....

We know how to promote a business and scale it to rock star status but we also know how to kill a business in one fell swoop.

Take for instance my current client...

He's new. At least in this particular business. He actually owns two businesses and is looking to start another (typical entrepreneurial attitude -- I love it!

), however he has run a similar business in a different state that was successful (successful enough to throw down $7500 a month of product, for barter, at a TV exec for the chance of TV promos later down the road-- not bad at all). Well, things happen.

Fast forward to now... He's thinking big. Employed a Web Developer/Social Marketing firm to get a website and some other work done (biz cards, website, social media, qr codes, mobile marketing, even some on-page seo, and eCommerce copy for his product gallery -- the gamut).

He's looking to rock this thing out! BRAVO!!!

I came on board through a friend. Networking style... Cool.

Well, the web developing/marketing firm is swamped... So Good old Fred is taking the social media marketing, and taking a management roll in overall direct marketing of the company...

Here's the problem...

Fred Thinks BIG Too!!! :rolleyes: Why is that a problem?

Because my client's current infrastructure can't handle a huge volume...

The bottom line is... If I do the stuff I know how to do...

I CAN PUT HIM OUT OF BUSINESS!

My point?

You could too.... I'm not by myself in this. You and I... We've got the goods to crush it offline!

If I send too much business to my clients door, he simply wont be able to handle it.

Whats the solution?

Scale... Right off the bat.. Scale.

Systematize.

Automate.

Duplicate.

We owe it to our clients to do whats best for their company not just whats best for our pocket. Besides. What kind of repeat and referral business will we get if we completely mow over our client's?

The bottom line lesson I've learned is to really exercise my ears. Listen.
Listen to their needs and their wants.

I can come up with promotion ideas out the wazoo... But at the end of the day..

Whats the next step to get the business to the next step?

I cant sell him on a full blown web domination plan for 5000 smackers a month. He is not in the position to handle web domination. I mean... Don't get me wrong.. That'd be killer to see in my bank account. My girlfriend would love that too. I'd score some serious points with that!!! :p

But lining my pocket is NOT the main point. It's getting a customer that will grease my palm for 5, 10, 15 years, so I get enough other businesses to do the same, so my pocket will be lined all the more handsomely... Now that's the ticket...

YOUR TURN..... comments, gripes, questions... HAVE AT IT!!!

#business #consulting #fell #fred beers #kill #offline #power #scale #stupendous #swoop

SashaLee 11 years ago

Hi there,

What is the point of your post?

All the best,

Sasha,
- [ 2 ] Thanks
- 1 reply
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- FredBeers 11 years ago
  
  Originally Posted by SashaLee
  
  Hi there,
  
  What is the point of your post?
  
  All the best,
  
  Sasha,
  
  Ok.. Ok.. a ramble a lot.... sorry.
  
  sorry about that.... :rolleyes:
  
  MY POINT: we have a lot of knowledge that is useful to brick and mortor businesses.. some of our (noobs) credibility lies in our knowledge base. that's the encouragement part.
  
  but the knowledge and skills that we have can also be dangerous to businesses if we are too aggressive.
  
  therefore listening to their needs and serving their needs is more important than serving our own ego-centric cash grabbing.
  
  Thanks
  
  Signature
  
  The only reason a warrior is alive is to fight, and the only reason a warrior fights is to win. Otherwise, why be a warrior? It is easier to count beads. - Miyamoto Musashi (Book of Five Rings)
  
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SashaLee

11 years ago

Hi there,

Ok. You still have no point worth sharing that hasn't been battered to glue here on this forum.

You DO suggest you can provide more leads than a business can handle. Well, big boy, I dare you to offer that as a challenge to this forum's participants.

You'll likely get many takers.

All the best,

Sasha.

[ 1 ] Thanks
2 replies

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EmergencyMonkey

11 years ago

Originally Posted by SashaLee

Sasha,
This is the second post I've read from you today that really has a condescending tone . Not sure what's bothering you, but how about a nice supportive comment or find the silver lining in a post before you tear it up. It's easy to put people down, why don't you try being more supportive. The OP does have a point and I see it as realizing you have more power and knowledge than you think you do, be careful how you wield it but don't be afraid to wield it.

[ 3 ] Thanks
1 reply

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SashaLee

11 years ago

Originally Posted by EmergencyMonkey

Sasha,
This is the second post I've read from you today that really has a condescending tone . Not sure what's bothering you,

Hi there,

If you took a second to research my posts you will see two things:

1. I don't suffer fools
2. I'll help where I can

My "thanks" rating will prove #2.

All the best,

Sasha.

P.S. If you'd like someone to hold your hand, I'm not that gal.

[ 1 ] Thanks
1 reply

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EmergencyMonkey

11 years ago

Originally Posted by SashaLee

Condescending and derogatory are not my type. Supportive yet honest and not ending a negative message with "all the best". It's not helpful it's immature.

[ 2 ] Thanks
1 reply

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SashaLee

11 years ago

Originally Posted by EmergencyMonkey

Condescending and derogatory are not my type. Supportive yet honest and not ending a negative message with "all the best". It's not helpful it's immature.

Hi there,

What did I say that brought out your immaturity?

All the best,

Sasha.

Thanks
1 reply

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EmergencyMonkey

11 years ago

Originally Posted by FredBeers

wow...

i guess i did call from gripes didn't I?

Just didn't think they would manufactured so generously. I made no such claim.

And.. If you actually read through the post without foisting your own meaning into it, you would have noticed that I said YOU have the power to bury a business too..:p

Help a guy out... What parts of my post made you react so offensively? :confused:

Originally Posted by SashaLee

Hi there,

What did I say that brought out your immaturity?

All the best,

Sasha.

Apparently the OP feels the same way. All I'm saying is think about how what you're saying comes across. He does have a point and maybe it's a point that has been shared multiple times but at this moment, he's proud of his discovery and wants to share it. Especially to those who've not heard such a thing. Just because you read it before doesn't make it pointless and less helpful to someone who has not.

And following up with "no, you're immature" proves my point.

[ 2 ] Thanks

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FredBeers

11 years ago

Originally Posted by SashaLee

wow...

i guess i did call from gripes didn't I?

Just didn't think they would manufactured so generously. I made no such claim.

Thanks

Signature

The only reason a warrior is alive is to fight, and the only reason a warrior fights is to win. Otherwise, why be a warrior? It is easier to count beads. - Miyamoto Musashi (Book of Five Rings)

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samrand

11 years ago

Wow okay so you're saying you can accidentally put people out
of business for giving them too much business?

Thanks
1 reply

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FredBeers

11 years ago

Originally Posted by samrand

Wow okay so you're saying you can accidentally put people out
of business for giving them too much business?

What i'm saying is if the business does not have the infrastructure to handle a high volume of sales, then I would be a disservice to increase their business beyond their level of fulfillment..

what I'm saying is pretty simple actually. If they can't fulfill on the amount of business that's brought to them it could put them out of business.

[ 1 ] Thanks
2 replies

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The only reason a warrior is alive is to fight, and the only reason a warrior fights is to win. Otherwise, why be a warrior? It is easier to count beads. - Miyamoto Musashi (Book of Five Rings)

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FredBeers

11 years ago

Let me shed some more insight on my client...

That might help all who are reading...

One man show. Does the sales. Does the delivery. Does the Inventory.

If I over commit him before he has the infrastructure (ie: more sales people, more delivery vehicles, better inventory management and replenishment systems, etc.) to handle that new influx of business, he will have a hard time in fulfilling on that commitment.

Can't fulfill customer expectations and that results in bad customer experience which translates to the dark side of word of mouth and referrals.

Thanks
1 reply

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The only reason a warrior is alive is to fight, and the only reason a warrior fights is to win. Otherwise, why be a warrior? It is easier to count beads. - Miyamoto Musashi (Book of Five Rings)

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Jason Kanigan

11 years ago

Originally Posted by FredBeers

Suddenly increasing cash flow requirements can bury a business. What happens is the cash goes out for fulfilling customers and doesn't come in fast enough to cover the expense. It occurs when the business grows really quickly. When it's unplanned-for, and you don't have the capital around to handle it, the results are bad and hit you fast. Typically it is NOT planned for.

However, I honestly don't see many people here actually capable of making that happen for their clients. Nor do I see them having that as their goal: it's all "how can I sell them a website or SEO services." (yes, there are a handful that can create this kind of increase, and do have as the starter the goal of helping their clients rather than just making a buck, but it sure isn't most people. I call it as I've seen it over the past two years here.)

I too had some difficulty figuring out what the OP was getting at, for what it's worth. It's kind of out of focus. That last post made sense.

@Payoman: you might outsource or give your leads out in exchange for a cut. But many people won't do that...they'll try to handle it all themselves so they don't "lose money." They just don't see it that way.

Thanks
1 reply

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payoman

11 years ago

Originally Posted by Jason Kanigan

@Payoman: you might outsource or give your leads out in exchange for a cut. But many people won't do that...they'll try to handle it all themselves so they don't "lose money." They just don't see it that way.

Sure, they might have limiting beliefs like you mention, but still, that's this guys JOB. To find out what makes his client more money. If the client irrationally ignores warnings and problems that arise in his own business, and won't actively change them, that's not the marketers fault.

But from what I see here, the guy who studied marketing for 2 decades hasn't even thought of this as a viable strategy to offer his client :S

Thanks
1 reply

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FredBeers

11 years ago

Alright, stepped away for a bit to pull the arrows out of my back... Kidding.

First thing before I respond.. Please take this in the light that it is written. I am being playful but also serious at the same time...

First up..... Perhaps I could have said it better and with less (much less) spunk and ineffective entertainment value (as it was intended). but...

Originally Posted by EmergencyMonkey

The OP does have a point and I see it as realizing you have more power and knowledge than you think you do, be careful how you wield it but don't be afraid to wield it.

Thanks EmergencyMonkey... I couldn't have said it better myself..... wait... I didn't. :p

Next up...

Originally Posted by SashaLee

1. I don't suffer fools
2. I'll help where I can

My "thanks" rating will prove #2.

All the best,

Sasha.

P.S. If you'd like someone to hold your hand, I'm not that gal.

ouch... must you be so harsh...? really now?

wow... oh well. good ol' DK says that every entrepreneur and marketing type has a fatal flaw... I've been dubbed I guess... I'm a fool. :p

I wouldn't be too proud of that thanks metric you have. A lot of people just give those out willie nillie style. Just my observation. No harm intended. Just sayin.

If you can dish it out....

On another note. This is to SashaLee as well as anyone else.

I apologize for the post. Not in the content, but in the way it was presented..

After reading thru it a few times it does look a bit on the cocky tone. And I assure you it was indeed unintentional. I was just kinda excited I guess.

also, while the thoughts contained within the post are not new to you, it may be new to some others.. I'm sorry you are more advanced then us all.. Sarcasm intended...

Playfully.

You know, like what EmergencyMonkey says here:

Originally Posted by EmergencyMonkey

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