The challenges of running a successful bar or restaurant are very different from other forms of retail environments, but an effective (Electronic Point-of-Sale) EPoS system can help drive your business to the next level with minimal investment and a very quick payback. John Henry, CBE’s Sales Director, highlights 5 Great Benefits of an EPoS System for a Restaurant or Bar:
1) Speed and accuracy
Your Epos system can seamlessly link in to your kitchen for printing and food automation. This will make sure that every order ends up in the kitchen is 100% accurate. So if the customer has specified that the dressing is served on the side or to ‘hold the onions’, this is what will be delivered. It’s hard to over-estimate how important this can be in delivering great customer satisfaction.
And in a food to go environment, customer-facing screens can act as a ‘virtual receipt’, as the customer clearly sees what’s been charged for and what buttons the waiter has pressed. This verifies the order before the final bill even arrives – something that increases customer satisfaction levels to a very significant degree.
It’s also worth stating that a contemporary EPoS system can be configured to match YOUR specific requirements. The days of off-the-shelf systems with minimum flexibility are long gone – and good riddance to them! Today’s systems work with equal effectiveness for the cashier, the waiter (through great screen interactivity and intuitive interfaces) and the management (through better and timelier reporting).
A typical EPoS system in not capable of being all things to all men, so it’s essential that it has the capacity to be integrated into other systems within the business. This can include anything from kitchen automation to your online reservation system or a click and collect system for your takeaway offering.
It should also be able to link seamlessly with credit card payment at the table, for example, or with a loyalty application or gift voucher platform.
3) Staff management
If you source the optimum EPoS system, it will have full loss prevention suite, making sure that all elements of your staff’s interaction with cash is completely above board. But don’t believe for a moment that it’s all about ‘checking up’ on your staff. It can also reward your staff for hitting their upselling targets – anything from pushing the Wine of the Month to the Dessert of the Day.
And by letting your staff take an order just as easily at a table as at a cash point, you can dramatically increase speed of service, which is important at any time of day, but especially so when customers are on a time deadline, such as at lunchtime. A further benefit in managing your staff is that it can facilitate easy rota management and scheduling, which can also tap into the payroll system of your HR department.
4) Reporting with an EPoS System for a Restaurant or Bar
The great benefit of modern cloud-based systems is that reports are available to local or regional management in real time, which greatly enhances the quality of decision-making and future planning in areas such as stock and inventory, staff performance, branch comparison and margin control.
It can also be extremely beneficial in helping you to analyse your customer trends. For example, you can easily find out who wants to be contacted via SMS or email, or what sort of promotional offers they respond to.
5) Reliability of hardware EPoS System for a Restaurant
There’s a wide proliferation of tablet-style devices on the market which have a limited ability to interact with your IT system or EPoS system. But better still are the durable touchscreen devices which are specifically built for purpose, and come with IP ratings for water, dust etc. – perfect for a pub or restaurant environment where liquid spillages are commonplace.
There is an initial capital outlay for this dedicated hardware, of course, but when their durability and longevity are taken into account, the lifetime cost of ownership is significantly lower than their rival tablet devices.
And by opting for bespoke hardware, of course, you future-proof yourself against obsolescence, as your devices can adapt to any emerging technologies in your sector.
The bottom line is that if you’re in the pub or restaurant business, there’s never been a better time to invest in an EPoS system that has the power to totally transform your bottom line.
Summer in California is known for being incredibly hot, and we rely heavily on heating, ventilation and air conditioning systems to keep us cool during the day. However, keeping the air cool can prove to be expensive if the commercial HVAC system is not running properly.
Are you a business owner or manager and looking to keep the price down while staying cool this summer? Take a look at these huge energy saving tips that will not only cut your energy bill, but will also improve your commercial HVAC efficiency.
5 ENERGY SAVING COMMERCIAL HVAC TIPS
In a study conducted by the U.S. Department of Energy, resources that power a commercial HVAC system often go to waste. You may be spending 30% more on your energy bill because of a poor HVAC system. Check out these 5 big HVAC tips to help out the commercial HVAC system and save money.
Change the Air Filters Regularly
We cannot stress enough how much it means to change out your air filters. Replacing the air filters can reduce the amount of energy wasted by 5-10%. A dirty air filter is not only disgusting, it restricts the airflow coming out of the air ducts above you, causing the commercial HVAC system working harder to make up for it. This, and poor air quality are key reasons why you should change your air filters.
Make sure to check up on them on a monthly basis, and replace them at least once every 3 months to give your HVAC the room it needs to breathe and provide cool air for your business throughout the summer, without breaking the bank.
Switch to a Programmable Thermostat
In a diverse work environment, meeting the temperature needs of everyone is hard to do. Some like it just to be cool while others prefer a chiller feel. With a programmable thermostat, you can create a schedule that meets the needs of all your customers and employees.
With a programmable thermostat, you will save wasted energy and reduce the cost of running your HVAC. There’s different plans – 7 days and 5+2 days – you can set the thermostat’s schedule around. A 7 day plan is great for restaurants and stores as they stay consistently open, with temperature changes that correlate with the summer temperatures. A 5+2 day plan is great for offices and corporations that operate only on the weekdays, reducing energy use during the weekends to save money on keeping the place cool when no one is there.
Properly Seal Heating and Cooling Ducts
Leaky tubing or warps in ducts can be a massive blow to the efficiency of your HVAC system, but is simple to repair. Items like mastic, foil tape, duct sealant and custom sheet metal fabrication can all be used to seal ducts. An even better way to ensure the sealing effect is to surround your air ducts with insulation. The best places to check yourself areas around the building that aren’t often looked at, such as in cooled, unheated spots.
A HVAC technician is perfect for this job, as they can help you identify leaks in your commercial HVAC system and help you save up to 20% of wasted energy per year.
Upgrade or Replace Your Current HVAC System
This may be the year you will have to replace your ancient HVAC system. A commercial HVAC system past its lifespan is bound to breakdown at any time, and you certainly don’t want that to happen come summertime. If your HVAC system is over a decade old, it’s time to get it upgraded to an Energy Star certified system. New systems have more advanced heating and air conditioning pumps made for efficiency and reducing energy loss up to 20%. Your commercial HVAC system isn’t the only thing that should be upgraded. Furnaces and boilers over 15 years old need to be replaced as well.
Upgrading or replacing your current commercial HVAC equipment may be the best thing you can do if you have an aged system.
Connect with a HVAC Professional to Schedule Preventative Maintenance
While it may be easy to go over your HVAC system and call it a day, chances are you aren’t a HVAC expert. A certified HVAC professional can help you out immensely.
This is probably the most cost efficient HVAC tip there is. It’s beneficial to work with a HVAC professional than to have your commercial HVAC shut down on you during a hot summer day. You don’t have the time as a business owner or manager to close the business down for a day to get your HVAC system repaired. A HVAC professional will thoroughly check all parts of the system to make sure it is running smoothly and as efficiently as possible.
Image editing is an art of returning the missing wonder of the photography or improving the attractiveness of them with the use of some extra features and programs.
Image editing process involves climbing the contrast and lighting of pictures, improving of colors, repairing the minimal or major scrapes, photo cuttings, removal of small dust, tucks and spots, rebuilding the missing parts of the image and many other such processes. With the enhancements in technology, you can also remove the excess skin, add special features like grayscale, remove red eye etc.
Pictures are important for companies and individuals as well. Individuals mostly get drawn towards photographs than anything else. Advertising cannot attract the interest of individuals without pictures. Individuals do not like going through the simply written text and always prefer to look at some exciting pictures. Even Business companies require several pictures for various reasons like offering information about the services they offer, advertising company announcements etc. Businesses need the help of such company to make sure that the pictures are of high quality and should be able to search for the interest of customers. Such companies can help your company by making sure that the pictures are customized and work for you.
Here are some advantages of obtaining the photo editing service of such a provider company:
Adjusting objects and background color:
Sometimes, you must remove undesirable background things from a photograph or edit the things and color in order to give popularity to certain critical factors in the image. This is a difficult art done by experts and your business will need these image editing services. They can edit along with based upon on your specifications can help you to save lot of time, effort and money as well. They will also make sure that the images are as customized as possible.
Improve your images:
Image editing service provided by a company can help in improving pictures which are required for your business promotion or promotional initiatives. They create use of various software and other programs that improve pictures, get them to better and provide more quality as well. An improved and better picture will be a power for a successful promotion or promotion strategies.
There are many image editing companies available online, who can provide the above mentioned solutions. You can find many efficient companies providing image editing service over the internet and you can get information about them and based on that, you can choose a company that provides you with the best quality image editing service cheaply.
How Christine Awram Successfully Created a Powerful Brand for Women
I recently attended The Tammy Moyer Woman of Worth Awards Gala event created by the Woman of Worth founder, Christine Awram.
I was honoured to have been nominated in the Business & Prosperity category by Dana Smithers of Empowered Women in Business. In addition, I was doubly honoured to find out I was one of the 5 finalists in that category!
Even though my name wasn’t called as the winner, I still felt and feel like a winner.
And the reason for that?
The entire experience Christine creates during and in between events such as this.
Her mantra is “all women are leaders and every woman is a Woman of Worth [WOW]” and it’s the platform on which she’s built a very successful brand.
To quote Christine:
“Twelve years ago it was just an idea, and now we’re impacting the global empowerment of women. WOW takes us a step closer to a world where ALL women collaborate and are powerful, prosperous, peaceful and on purpose. I began this adventure with a burning desire to make a difference.
There were many times I wavered and despaired, and if there was a mistake to be made I made it, but I kept the vision and kept moving forward. I’m humbled by what we’ve created together as a community. WOW is incredible.
My invitation to every woman: Celebrate your magnificence, turn up the volume, step up your leadership game, and GET WOWED.”
Over the years, Christine has created several one-day events and workshops specifically for women, and WOW, these events are incredibly empowering! (Pun intended.)
How does she do it?
It’s all in how she has positioned her business brand.
Business brand positioning is how a business owner come across to others and are perceived by their target market. Christine has found the perfect brand formula that has positioned herself as a champion for women.
Wonder how she did it? Here are six tips to replicate her crazy success:
1. Be Clear on Who You Are and What You’re About
When it comes to building a strong business brand, it’s imperative you understand how your personality makes up that brand.
Be clear on how you want to be positioned in front of your ideal target market. Then be consistent on how you come across to others in everything you do.
Christine does this beautifully with every encounter someone has with her. Whether it’s a social media post or approaching her in the foyer at an event, she’s consistently clear with her branding message, even when she is sick with pneumonia as was the case this weekend!
2. Be Clear on Who Makes Up Your Ideal Target Market
Before you can build a successful business brand, you need to be crystal clear on who you want to serve.
Without this insight, you are throwing spaghetti at a wall hoping something sticks enough to get a sale. Understanding what their needs and challenges are and how you can best serve them is fundamental in building a business brand.
Christine is well aware her target market is dynamic women who wish to be a part of a community of like-minded women for personal and professional growth. She provides and facilitates opportunities for collaborating, showcasing, networking, building community and having fun, all of which her target audience is looking for.
3. Be Passionate About Your Business
Have you ever attended a trade show where the person in his or her booth is just sitting behind a table, looking at their phone, completely disengaged from the passers-by?
When someone is not passionate about what they’re doing, they really shouldn’t be doing it. If you are feeling lackluster in your business, either find ways to get your joy back or see if perhaps there’s something else that will help you feel more on purpose.
Christine is extremely passionate about empowering women. Everything she does is with the intention of supporting women to help them achieve their goals and aspirations.
4. Use Social Media to Build a Community
Social media is a powerful way to build a community full of raving fans. This is one area that Christine has mastered. No matter how busy she is, she will take the time to respond to every single comment and post she’s been tagged in.
Every. Single. Time.
THIS is the way to build a strong community on social media. Make people feel special with positive reinforcement, recognition, and support… your brand will reap the many rewards as a result.
5. Get Help
It’s nearly impossible to create a successful business brand by yourself. It really does take a village! Just like I have a team of skilled people on my team who are experts in their own fields, Christine has also invited people into her circle.
Sometimes getting help is not in the form of paying an employee; Christine invites volunteers to help her out in exchange for free admission to her events. She also incorporates sponsorship initiatives to offset costs. Plus her network of collaborators help her find excellent guest speakers she would otherwise never have known about.
6. Have Fun
If you’re not having fun and enjoying yourself on a daily basis, then it’s time to re-evaluate what you’re doing.
Christine infuses her deep love of wine and chocolate in to all of her events and social media posts to showcase her fun-loving personality. Consequently, she’s building the brand perception that if you attend one of her events, you can be guaranteed there will be a lot of fun involved.
Everything you do as a business shapes your brand’s positioning. If you want to be branded a “thought-leader” in a specific area of expertise, use some of Christine’s successful tactics in your business marketing efforts.
Planning a strategic exit from your business takes forethought, proper planning, and professionals – especially a well-chosen attorney. In the following paper, you will receive advice on how to select an attorney to represent the sale of your business.
Selling a business is a complicated process, add to that the stress of preparing yourself and the business for the transaction and the undertaking can go south quickly. By hiring an attorney, you can alleviate some of the situational stress and enjoy the expertise of a professional. An attorney will be able to perform or provide:
Corporate Formality Support
Contract Drafting and Negotiation
Financial Planning Support
Closing and Post-Closing Activities
Hiring a professional and knowledgeable attorney is easier said than done. Following are a number of questions that should be brought up when interviewing and selecting a lawyer to represent the sale of your business.
Do you have direct experience supporting the sale of a business?
If the answer is no, then move on. Only an experienced, transactional attorney will be able to thoroughly support your business sale process. Moving a step further an attorney with experience in your industry, with your business size and deal complexity will ensure the highest level of quality.
What is your approach to negotiating and deal making?
This question takes into account how you would ultimately like the sale of your business to turn out. How does your prospective attorney think and how will they choose to negotiate the trade-offs between risk and reward. This will ensure that when it comes down to it they will be negotiating with your best interest in mind.
What is your fee structure?
Fee structure can be a deal breaker even with all other things considered. Nailing down exactly how an attorney plans to bill you will ensure that they will deliver the outcome you want at a price that won’t shock you at the end of the day.
Perform a Reference Check
The final measure of your attorney will be their reference check. How better to understand an attorney than through their previous clients, colleagues, and peers. This will shed real light on how they conduct themselves in the line of business.
A good attorney will give you guidance and counsel but an attorney specifically versed on the ins and outs of selling a business similarly aligned with your own, a great attorney, will put you on a path to a successful and satisfying transaction, by your own standards.
In today’s highly competitive market, more and more business owners are finding themselves facing the dilemma of which online marketing approach to choose. Deciding which tool to use and focus on is a nowhere-to-easy job.
Many business owners, especially those who have a small or medium company, don’t have the budget for advertising like large ones have, which is why they naturally go for campaigns that will cost them less. Because of this, so many of them choose Search Engine Optimization that has no price tag attached to it. But is SEO what you need to promote your business? Is it worth it to invest in it?
Continuous Flow of Targeted, Free Traffic
There are billions of Google searches made each day. Using this search engine is absolutely free of charge and you can even earn from it. Unlike PPC advertising via Google AdWords, the organic traffic that comes to your website will not cost you anything.
Gives Your Business Exposure
As you know, one of the main reasons people use search engines like Google is to find solutions to their problems and answers to their questions. When people use search engines for answers and solutions, they click on about 70% of the links on the first page. So, if your website is ranking well, you will get the exposure your business needs in order to grow.
Generates Traffic That Has a Good Conversion Rate
According to some sources, the leads generated by SEO are as high as 14.6% close rate. This is a lot better than the 1.7% close rate you can generate from print advertising and email marketing. Depending on the industry you are working in, the users have different behavior and they are most likely to click on different links, which has a big impact on the conversion.
Helps Your Business Grow
As already mentioned, when you have a good online presence, your business will grow. SEO plays a big role in securing good online presence for your business and allows to increase its visibility up to 59%. And without online visibility, your targeted group of potential clients will never find you. When you have good SEO, you will have good online presence and your business will grow a lot faster.
If you still don’t have a business website but want to be present online so people can find your company more easily, turning to an online marketing agency is what you should do. When you have a good-looking website with quality content and are on the first places of Google’s SERPs, you will reach your potential clients and your business will grow.
Keeping costs low is a crucial part of any business whether it be SME (Small or Medium Enterprise) or a Corporate entity. One way of lowering a businesses’ costs is through their energy usage. Selecting a suitable supplier with the right business energy contract can have a big impact on energy bills and savings.
What are the different types of business energy contracts?Fixed Energy Contract
A fixed energy contract is when a contract is drawn up with an energy supplier and a business will pay an agreed fixed rate for the duration of their contract.
There are two types of fixed contract, ‘fully fixed’ and ‘pass-through’.
Fully fixed – This is where the supplier fixes for the duration of the contract all elements that make up the pricing with the exception of government taxes. This is the most common type of contract used for SME customers.
Pass-Through – The energy supplier will fix the wholesale cost of energy for the contract duration but other elements such as transmission and distribution, carbon levies etc. that are set by the regulators will be passed onto the customer at whatever rate that is and these can change annually. This type of contract tends to be taken up by the larger energy user.
Once a contract is agreed on, a business will be locked into using the selected supplier for the duration of the contract with the likelihood of having to pay a fee if the business wishes to end the contract early.
Flexible Energy Contract
A Flexible type of energy contract can be custom-made to suit each individual business. Typically, these contracts benefit the very large energy users where they have enough volume to be able to buy in tranches throughout the year.
The benefits of a flexible contract mean that different purchasing strategies can be implemented that enables a business to hedge their purchasing against the price rise and falls of the wholesale energy market.
Still unsure of which type of energy contract would best suit your business?
Finding the right energy contract for your business can be tedious and time consuming but it is important for a business to shop around to see what is available.
Here at BAS Energy, we have helped businesses of all sizes find an energy contract that has been best suited to their needs and budgets. With our knowledge of the forever changing electricity and gas wholesale markets, we can help your business save time and money on your energy bills.
How the Business of Branding Works to Meet Your Sales and Marketing Goals
One of the most important elements in making sales is the ability to build trust and rapport with prospects.
In person it’s easy. You shake hands, strike up a conversation and build a connection.
But online sales are a bit different.
Often times you are doing business with strangers who have never met you. They have doubts about who you are, if you can create the results they are looking for, and if you are specialized enough to understand their needs.
Moreover, today’s consumers are craving more connection and authenticity from companies they do business with.
And this is where business branding comes in.
Your business brand defines who you are. It’s the heart of your business. Branding helps to identify and differentiate your business in the marketplace. It defines and positions your business in order to separate you from a sea of competitors.
Branding creates an emotional connection and turns regular customers into raving fans. But how do you build an effective brand?
Here’s 5 ways to build a business brand that will strengthen your relationship with your target market so they will be more inclined to do business with you:
1) Claim your Niche. It’s really important to define who your perfect customers are. Brands that try to appeal to a wide audience are weak.
Instead, when you define your target market with a specific niche, it allows you to speak more powerfully to their needs.
2) Be the Top Expert. Being a dentist in your home town puts you in the same class as all the other dentists in your area.
But what if you are the top holistic dentist using all-natural products running a “green” dentistry practice? That brand may attract clients from all around the country.
Accentuate your strengths. Claim your title. If you are not the best, you can be the first, the biggest, the #1 trusted choice.
Find a way to set yourself apart as top dog in your industry. Then constantly read, learn and grow to keep your leading edge. When consumers see you as an authority they’ll seek you out.
3) Be a Wow. Seth Godin talks about “Purple Cowing” your business: “Transform Your Business by Being Remarkable”. Offering VIP value to your customers helps you stand out.
Instead of just being an oil change shop, imagine if you have a cappuccino maker, offered a mini back massage, and had a big screen TV within a high-end lounge that customers could wait in. You could charge premium fees for a business with “over the top” service and amenities.
Maybe you offer “freaky fast” service like the Jimmy Johns sandwich chain. Or perhaps you offer personalized services that make your customers feel special.
Do what it takes to stand out from the crowd and be remembered for something your customers will be wowed over. The more you strive to make your existing customers feel special, the more they will tell others about you.
4) Build a Tribe. Create a community your fans can be a part of. Some ways to do that are:
a. Share frequent updates with your fan base on Social Media and in your newsletters.
b. Tell them insider information about future offers, releases or launches.
c. Give them exclusive discounts or gifts with purchase.
d. Reward them for their loyalty. We offer incentives for those who refer others to us.
e. Recognize top fans publicly.
5) Give Back. Want your brand to become legendary? Find ways to give back so your business brand leaves a legacy. Here’s some ideas:
a. Create a scholarship program
b. Align yourself with a nonprofit
c. Get involved in projects in your community
d. Pay it forward on social media
Find your own way to touch the world and leave your mark in a way that only your company can.
Struggling to Define Your Business Brand?
As much as you may love your current brand, it may not be presenting a very professional image. We can help establish a brand that showcases your business professionally. Find out more about our brand development, brand makeover, and brand communication services today!
Let’s start with what we already know to be true about Trump. About fifty percent of people love him and fifty percent of people hate him.
There doesn’t seem to be a whole lot in between.
People either like Trump or they think he is the biggest jerk to ever come down the pike.
He does an awful lot to alienate and offend certain groups of people. And by the same token, there is a similar number of people or a list of people that Trump appeals to.
So, what is the application for us, as sales professionals? The application is that you and I are very much like Trump. No matter what we do, we are going to have a significant number of people who like us and we are going to have a significant number of people that don’t like us.
Sales Training Lesson #1 Some Will Like You and Some Won’t. It is very instructive and important that you come to the realization that no matter what you do, some are going to like you and some are not going to like you. If you try to be all things to all people, and you try to appeal to every group type or individual that you come in contact with, you are going to constantly be trying to be something that you are not. And it is awfully hard to be something that you are not. You are better served if you will just be whomever it is you are and let the chips fall where they may.
In certain situations, you have to alter your communication style. Unlike Trump, who refuses to alter his communication style, we can alter our communication style without changing who we are, without changing our values, without changing things that we deem to be important. It is important that we be true to who we are, that we let people know who we are, let people know what we stand for and what we don’t stand for. It’s just as important for people to know who you are not as it is for people to know who you are.
Sales Training Lesson #2 Losers Hate Winners. It doesn’t matter what you do, when you start to win and achieve any significant degree of success and rise above mediocrity people are going to be jealous.
When you start ascending the ladder of success, particularly financial success, and it becomes obvious that you are achieving greater and greater financial success, you are going to have a lot of people, who really don’t like you and are going to take shots at you.
When I started my business in 1996, I was driving an old Honda, and my wife had a minivan.
Within just a couple years, we started to do really well. My wife got a BMW and I got a Mercedes. They weren’t brand new, but they were nice vehicles. They were certainly a step up from a Honda and a minivan.
One day at church, one of the longtime parishioners, who I thought was a friend said to me, “you know, money isn’t everything. Don’t forget to stop and smell the roses.” I thought that was an odd comment until I started to reflect upon it.
This guy lived in the neighborhood I lived in. His house was kind of run down and beat up a bit. His wife drove an old Pontiac Bonneville, which was on its last legs. He was working as an employee in a blue-collar, dead-end job. He looked at me, and he saw that I used to be in the same boat as him, but then all of a sudden I started making a quarter of a million dollars more than I had previously made and it became evident that I was doing well. It really made him uncomfortable, and the only way that he could make himself feel good was to take a shot at me.
Now, you notice this with Trump. Every one of the other Republican candidates that were running for the nomination, every single one of them, has taken a shot at him.
He probably is worth more money than all the other sixteen people he was against put together. They don’t like it and they see a way to elevate themselves. In their eyes, the way to elevate themselves is to take a shot at him. But the bottom line is, every one of them is insanely jealous of him.
They can’t stand him because he’s so successful. That comes under the heading that “losers hate winners,” and if you’re going to join the ranks of the financially elite, you’re going to have most people in life not like you because most of the people in life aren’t financially successful and they see you as something of a threat to them.
The more successful you become, the more people are going to dislike you, and that just comes with the territory.
Sales Training Lesson #3 Stand for Something. There is a principle in physics that basically works this way; the greater the attraction of two things, the greater the repulsion of those same two things. If you take two magnets and put them on the desk and face them positive to negative, they will go together instantly and you can barely pull them apart. If you then turn one of them around and put positive to positive they will chase each other all over the table and never connect.
If something works in physics, it has to also work in everything else, including human relationships. The human relations application for this is that your ability to attract is directly proportional to your willingness to repel.
If you want to learn more about human relationships and human nature, you should study physics because everything in this world is related. Everything goes together. There are no exceptions to what happens in human nature and what happens in physics. The same principles apply.
If you are afraid of offending people or insulting people because of something you say or do, you will not have a very strong attraction to other people because people are attracted to people who have strong opinions, and the stronger your opinion about something the greater the potential to attract.
The key in business is you want your message to attract your ideal client. And, quite frankly, you shouldn’t care about anybody other than your ideal client. Now, if you are offending your ideal client that’s not a good thing. But, if you offend people who aren’t your ideal client, that’s okay, because they’re not going to become your client or give you money anyway.
So how does that relate with Trump? Trump seems to repel just as many people as he attracts.
Sales Training Lesson #4 Self Confidence. If you are not right on the borderline of arrogance, you won’t be as successful as someone who exudes extreme self- confidence.
People do not buy products and services. They buy the people or the person who is doing the selling. Buyers do not buy products and services because they don’t know enough to make great, unbiased, well thought out decisions about the products and services that you and I sell.
What they do recognize, and what they are attracted to, is our supreme level of confidence about how we sell and the advice we give. They become a client because of your supreme confidence. That’s another lesson that we can learn from Trump.
When in doubt, be bold about what you’re doing. Don’t “Mickey Mouse” around, don’t be hat-in-hand, or meek and mild. Step up, be bold, and people will be attracted to that.
Sales Training Lesson #5 Personality. What does Trump really get paid for? If you listen to him, and have read and kept up with what he’s talking about, and listened to him, he doesn’t really have a great fundamental understanding of the issues. It doesn’t appear as though he has spent much time studying the issues. In fact, I’m not even sure he cares about the issues.
I think what he cares about is being Trump, and the persona of Trump. And so, what does Donald Trump really get paid to do? He gets paid to be Donald Trump.
People seem to be attracted to that personality. They don’t seem to care that he doesn’t have a clue about some of the issues and some of the things that some of the other candidates seem to have a pretty firm grasp on.
The takeaway for all of us is that we need to realize and become more of a personality-based marketer, rather than a product and service marketer. Buyers are attracted to personality. They’re drawn to a personality like a Luna Moth is drawn to a fire. They’re not going to be drawn to a product or service, because they don’t understand a product or service, but they sure as heck do understand personality. So, you and I both should spend a lot of time creating a persona, and projecting that persona into the marketplace.
Now that personality, that persona, may or may not be the real person that we are. We may be one persona in business, and another persona, or person, outside of business. That’s okay. I’ve said it before, and I truly believe this:
Selling is an acting job. If you want to learn how to sell better, take some acting lessons, because the best sales people are really actors. It’s not who they are, it’s the role they play.
When they put on their suit in the morning, it’s show time baby, and they go out and project the image, the persona, the courage and all the stuff that they need to do in order to influence and persuade people to do what they want them to do, which is to trade them their money for their product or service.