BIG Idea Marketing Strategy #8
Get more ideal customers
• Ideal customers are the kinds of people you love to work with. Unfortunately, most entrepreneurs don't have enough ideal customers (less than 20%).
• One primary objective of BIG Idea marketing is to attract more ideal customers (You will attract more ideal customers if you have a BIG Idea).
• Use one of your existing ideal customers as the model for the new customers you want. Develop a profile of your ideal customer characteristics. Your long-term goal is to work only with ideal customers.
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The Relationship-First Formula
To stand out from your competition, attract the attention of more great prospects, and make more money, you need to come up with a BIG Idea, something new, better and different. But as we have seen, a product-first mindset can stop you from coming up with BIG Ideas because you can't think outside your product/service category. However, another mindset, called The Relationship-First Formula, enables you to come up with lots of BIG Ideas.
When you use the relationship-first model, you don't start your thinking with your product or service. You start your thinking with the intention of helping. You do not approach your prospects and customers with any particular product or service in mind. You approach them instead with the intention of helping them solve their problems and achieve their goals, in whatever way is necessary. In this way, your intention to help is more important than your desire to sell them something in particular. Your primary objective is simply to help them in what ever way you can.
This relationship-first mindset helps you develop BIG Ideas because you are no longer attached to any particular product, service, strategy, or technique. You are always open to new ways to help, even if you currently do not have the capabilities to provide that help. By having this open mind, you no longer limit yourself to what you currently provide, or what your industry provides. Anything is possible.
That is how Apple achieved success. Using a relationship-first model, they broke away from computer-only thinking. They no longer saw themselves as a "computer" company. They were a relationship-first "helping" company. As a result, they gave themselves permission to provide products and services that are not computers. That's how they came up with ideas for iTunes, the iPod, the iPhone, and the iPad, while other computer companies never saw the opportunity. It is likely that Apple will continue to innovate and develop even more non-computer products and services. However, the irony is, by breaking away from computer-first thinking, and developing other products and services, they also sold more computers.
That's why we recommend you adopt this relationship-first model. It will open up your mind to an endless stream of possible BIG Ideas. These ideas will help you attract the attention of potential prospects. Secondly, these ideas will help you stand out from your competition. And thirdly, these ideas will help you make more money, and ironically, sell more of your original products.
The Product-First Trap
Many companies are not able to grow in today's marketplace because they are stuck in The Product-First Trap. People and companies fall into this trap when they think first and talk first about their products and services. When asked what they do, they say: I am a dentist. I am a travel agent. Or we make tennis shoes. This seems like a natural thing to say. After all, that's what they do. But this product-first thinking is a trap for three primary reasons.
One, when you describe your business in this product-first manner, it is likely that hundreds, if not thousands of other companies are describing themselves in the same way. That means your company doesn't stand out because your prospects are hearing the same story from hundreds of your competitors.
Two, if you tell a product-first story, your prospects will think you are a salesperson. They will think you are trying sell them your product or service. This will make them turn away because they don't want to hear your sales pitch. This sales-aversion will make it harder for you to meet new prospects and develop relationships with them.
Thirdly, when you finally acknowledge the first and second problem, and try to come up with a new way to differentiate yourself, you can't do it because your thinking keeps going back to your core product or service. Your mindset doesn't allow you to think of new big ideas to differentiate yourself. That's why it is called a trap. Your product-first mindset doesn't enable you to break away from the other competitors in your industry.
For example, Apple was stuck in The Product-First Trap until 1999. Before that time, they were a small company that sold its computers to a small group of devoted customers. They thought of themselves as a computer company. But then in 1999, they changed their mindset, and broke out of product-first thinking. That's when they began inventing new big ideas such as the iPod, iTunes, the iPhone and the iPad. Today, as one of the most successful companies in the world, they are no longer just a computer company. They are in a category of their own. They achieved this distinction not because they are smarter or more creative than other companies, but because they changed their product-first mindset and adopted a new and better business model, what we call The Relationship-First Formula™ (see next concept).
Would you like to charge 10 times more for your products or services? Would you like to increase your profit per sale tenfold? If so, learn a proven thinking and packaging process called The $5 Cup of Coffee. To learn more visit www.bishopbigideas.com
To stand out from your competition, attract more higher-quality customers, and make more money, you need to package a BIG Idea. Something new, better, and different. Not just any idea, a really BIG Idea. It’s not enough to be different, you have to be a lot different. To learn more visit www.bishopbigideas.com