by Dr Greg Chapman
Let’s say you have a motor mechanics business with four staff and there is a Mercedes dealership just down the road, but you don't see yourself in competition with the Mercedes service department. Your competition is a guy about the same size as you a few blocks away. So what you do, is check out what he is doing.
But, if you were able to get the benefit of the advice from some of the top marketers in the world, do you think you could crush your competitor? Of course you could never afford their fees, but if you could get that advice for free?
Take time out to visit the Mercedes service centre and have a good look about. See how clean their service area is. Check out their comfortable waiting rooms. Look at how their staff are presented. Mercedes spends millions on developing their image.
Now how difficult would it be to give your garage a lick of paint. Supply clean uniforms for your staff. Clean up your waiting room and put in today's paper and a coffee machine?
Don't try and copy the guy down the road, pick up your marketing ideas from the best in the business. While there are many things you can't afford to do that they do, there are probably plenty of things you can do and they don't require a massive marketing budget. Things your customers will notice.
And when you start to apply these ideas to your business, the guy down the road will just wonder what's happened to his customers.
And you can get this world's best marketing advice for nothing by just opening your eyes and turning your head to see what the best are doing rather than just copying your peers.
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Dr Greg Chapman is the Director of Empower Business Solutions and is Australia's Leading Advisor on Emerging Businesses and provides Coaching and Consulting advice to Australian Small Business Owners in Marketing & Business Strategies Planning & Systems. He is also the author of The Five Pillars of Guaranteed Business Success and Price: How You Can Charge More Without Losing Sales.
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