List Categories | List All Articles | List Articles By Title
A Lesson From "The Apprentice" That Can Make You A Master
I have to admit, I was curious. When I saw previews of a new show called "The Apprentice," it made me want to at least watch the premiere to see what was going on. Immediately, I was hooked. The whole idea of candidates - from all walks of life, not just college grads fresh from their commencement ceremonies - vying for a position in one of Donald Trump's organizations piqued my interest. What kept my interest were the real-life advertising lessons every business owner needs to be reminded of.
Take, for instance, one episode where the teams were challenged to create an ad campaign. I was, needless-to-say, on the edge of my seat for the entire show. One team immediately decided to phone the client and setup an appointment to find out about the product, the end user, and other aspects that would make a big difference in creating the campaign. (Smart move!)
The other team, however, said they didn't have time to talk with the client. They were running behind schedule. Meeting with the client - in their opinion - would just waste an hour or two that could have been spent on more important tasks. (Excuse me?)
What happened? First of all, my husband came charging into the living room asking, "Do you believe that? Even *I* know you have to talk to the customer first!" Yes, he had been listening to me after all.
In the end, the campaign from the team who did speak with the client won the challenge. Once the losing team arrived in the boardroom, the project leader, Jason (Mr. "We Don't Have Time To Talk With the Client"), really got it from all sides.
Donald Trump's assistants, George and Carolyn, made a point of bringing up the fact that the client was not contacted. Jason's own teammates made a point of bringing up that the client was never contacted. And Donald? To quote, Donald said, "That was a HUGE mistake? you're fired!"
This was fairly early in the show so you would have thought the other contestants would have learned from Jason's mistake. Not so. There was yet another episode where an Apprentice put what they wanted over what the client wanted/needed.
In this task, the teams were charged with selling Donald's new product, Trump Ice (bottled water). The winner was simply the team who sold the most in a given period of time. Nick, a salesman by trade, was immediately confident his team would win if they would just step aside and let him work his magic.
Ereka, the project manager for Nick's team, urged Nick to sit with her at the computer and research the market and the customer base for bottled water. Nick wouldn't even hear of it. To quote, "Telling me how to sell is like someone telling the Pope how to pray." So off went Nick using his same "high energy" sales pitch on every customer and focusing on what Nick wanted to sell - instead of finding the best benefits for the clients.
What happened? Nick flopped time and time again. A teammate (Bill) jumped in during one sales meeting and helped the client to understand the benefits of buying Trump Ice. Bill made the sale.
In the boardroom, George immediately noted his disappointment in how little the team seemed to know about their prospective customers. And Donald chimed in by saying he had no idea why Nick thought his sales skills were so great when he had no clue about the customers he was selling to. Ouch!
The bottom line? The team lost. Why? Because Nick was busy trying to sell what he wanted to sell, and in the way he wanted to sell it, with no regard for the customer whatsoever.
The moral of the story? Know your customers. They are the ones with the money. It doesn't matter what you like. If *they* aren't happy with your site, your copy, your graphics, your product, or your service? they'll abandon you cold.
When you're creating a business plan, when you're writing copy, when you're creating a website, or developing a brochure. It's not about you? it's all about them. If one of the richest and most profitable businessmen in the world tells you target market research is vital to success, you can bet it is a wise strategy to follow.
Karon Thackston © 2004
About The Author
Copy not getting results? Learn to write SEO copy that impresses the engines and your visitors at http://www.copywritingcourse.com. Be sure to check out Karon's latest e-report "How To Increase Keyword Saturation (Without Destroying the Flow of Your Copy)" at http://www.copywritingcourse.com/keyword.
An Example of Business Automation - eCards with pizazz
The last time I spoke and went into a bit of detail on business automation. Today I would like to give you some details of how I actually used it personally so you get to see first-hand what I wanted, how I went about doing it and finally executing it.
Become The Squeaky Wheel and Watch Your Business Skyrocket!
Providing high quality customer service is a must for any business to survive.Following up on all contacts and leads is also crucial in order to increase your sales and client base.
Choose Your Own Guru
What is a guru?A guru is a teacher. A mentor.
Conquering Confidence Killers for Small Business Success
"The way to develop self-confidence is to do the thing you fear". -- William Jennings BryanWhether you're generally a self-confident person, or someone continually plagued by self- doubt, you'll recognize some of these confidence killers if you:? Are overly dependent on the thoughts or opinions of others;? Avoid meeting new people because you're afraid you won't fit in, be liked, or be accepted;? Focus on unrealistic expectations ("I must do each job perfectly"; "If one person is unhappy then I have failed");? Have an 'all-or-nothing' attitude;? Pay heed to the internal and external naysayer;? Use the word SHOULD most often in relationship to your business;? Assume that if you don't get the client, they didn't like you;? Assume that you must be as talkative, outgoing, friendly, smart, old, young, educated, attractive, as someone else in order to succeed;? Avoid implementing new ideas because they may not work;? Can recount all your shortcomings each day.
The Responsibility Conundrum - Where art Thou?
Mr/Ms, 'not me' is often on holidays in your business. Yes come rain or shine they attend the workplace and put in the day for you; coffee to drink, gossip to catch up on, spying on management and colleagues, frequent toilet breaks, long lunches, long phone calls and let not forget the email needs to be checked and replied.
Recognizing Employees' Contributions Can Go a Long Way
Every employee would like to earn as high a salary as they can at their job but surprisingly it's not the number one motivating factor for them in the workplace. Human resource surveys indicate that wages are not even among the top five motivating factors for an employee.
How to Get Started As A Government Contractor
Becoming a contractor or sub-contractor for the U.S.
How To Select a Franchise
Here are some useful tips on how to select a franchise. When selecting a franchise, carefully consider a number of factors, such as the demand for the products or services, likely competition, the franchisor's background, and the level of support you will receive because like any other investment, purchasing a franchise is a risk.
How the Crab Effect Obstructs Growth and How to Conquer It
Some of the greatest words of wisdom for any man or woman seeking change or growth are, "Surround yourself with people who will support and believe in you."Creating any kind of significant change requires determination, focus, energy, a game plan, and more than anything else, desire and a positive attitude.
Five Facts and One Motivating Factor Behind a Successful Home Business
All legitimate home business entrepreneurs insist and announce loud and clear that a successful home business is not about an overnight thing. And that you cannot get rich overnight and so on.
Top Ten Blunders Business Owners Make
In today's marketplace the words 'job security' have become an oxymoron. So more and more people are venturing on their own.
How to Compete with the Big Guns?!
Many small business startups fail within the first 2 years of existence. There are several different factors reason for the failure.
Boston Market; Mobile Auto Detailing
Boston itself covers 50 square miles of concrete and traffic, well city limits actually exactly 46 square miles, the entire metro area can be and is often over stated at 1100 square miles, but more realistically about 380 in our humble opinion. And you know some of that is water.
Is This The Way Its Always Been Done?
Let's face it, we all tend to get stuck in doing things 'the way they've always been done', and creating products, or services, in a similarly conservative mode.But there is another way.
The Triple A Way to Spark Your Companys Profits
Winning small and home based businesses today must continually shake things up to stay in the game. Whether it's adding new marketing twists on existing products and services or anticipating customer wants with compatible new items you can add to your product mix, hatching new ideas and concepts is vital to a profitable company.
1-2-3 Steps To A Successful Joint Venture
A successful joint venture marketing effort is the goal of many small businesses, and is a great way to increase market visibility and profits.Joint venture marketing is rising in popularity everyday, but it does take some skill, good planning and foresight to execute.
Earn More Money in Your Small Business by Creating a PIG
If you really want to earn more money with your small business than you need to strongly consider adding a P.I.
Winning in Business - Lessons from Lance Armstrong
Lance Armstrong this week won an unprecedented 7th Tour de France victory, confirming him as one of the greatest cyclists of all time. The fact that he won more Tour victories than anyone else in history is remarkable.
Franchising VS Business Opportunity; What is the Difference?
The modern Franchise business model and the much different business opportunity are much different and dissimilar. The definition of these two business models should be broken into completely different parts to better fit the two-different business models and have their own set of regulations, which would contain similar stipulations with regards to prohibitions, definitions or basic rules of law.
11 Things Small Business Owners Can Learn From The Supreme Court
1. Have A Strong Constitution - Justices deliver decisions by interpreting the U.
home | site map
All articles are copyright to their owners.
Note: this website lists articles, We do not Write Articles !