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What makes one business more successful than another?

September 28th, 2011 by Hannah du Plessis
This week, I saw three business owners. Two just wanted to see me because they needed new ideas on what to do next. One hired me on the spot. What are the differences between these three businesses?
What Makes One Business More Successful Than Another?
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Business Owner One has a business that he claims is successful. The business is making a lot of sales, but none from the website. He has a website he built himself from a template. His website graded 8/100 for Search Engine Optimisation. He has been in business for five years. He has a list of existing clients, but hasn't got a list of prospects. He hasn't got any system in place for getting new prospects.

Business Owner Two has been in business for 3 years, she is making a lot of sales she says, but get none from the website. She has a beautiful website that she paid an arm and a leg for. Her website scored 18/100 for Search Engine Optimisation. She has a small list of existing clients, but no new prospects. She has a flyer that she gives to prospective clients, who mainly comes from "Word of Mouth." She has no system in place to get more prospects through word of mouth or any other way.

Business Owner Three has been in business for 6 years. He hasn't got a "recession proof" business, but his business has survived the recession despite many of his competitors closing their doors as a result of it. He gets most of his sales through newspaper advertising, but lately the leads he gets from there have been drying up. He is looking for a way to get more leads. He hasn't got a website. He has a large list of existing clients, and a sizable list of prospects. He has been quoted a price for a website, but after discovering my website, wanted to know what I could do for him.

All three were enquiries from my website and asked for more information on an Online Lead Generation System.

Which business owner do you think hired me on the spot?

If you said: Business Owner Three, you'd be correct.

Why Business Owner Three, and not the other two? The difference between him and the other two was that he was already successful, and despite the claim of the other two that they were successful, they clearly weren't, as both said they "didn't have money" when it came to committing to my service. Through questions I asked them, I discovered that they knew they needed to do something, but they weren't sure what. Getting me to come to them was an act of desperation, and a way to try and get what I offer for free because both wanted "more information" after I saw them without a commitment.

So, what is the bottom line? What value did Business Owner Three see in having an Online Lead Generation System that the others didn't, and why did he hire me on the spot after learning what I can do for him without asking questions and wanting "more information" on the how of the system?

One word: Marketing

Business Owner Three knows that marketing is the only way to get clients coming through the door and purchasing his product. He knows that if he doesn't spend money on marketing, his business will not survive. No matter how good your product or service and the referrals you get from "Word of Mouth" if you don't spend money on marketing, your business is going to die. As simple as that.

So what do you do about your marketing? Do you skimp and save? Or do you invest in your business? Do you spend time and money on learning how to market, or do you just spend time selling your product or giving your service?

Take note of your answers, they will determine if your business will be around in two years' time.

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About the author

Hannah du Plessis's picture
Hannah du Plessis
Attraction Marketing
http://attractionmarketing.net.nz

Hannah du Plessis, Expert Author and top sales leader for Avon, has always had a strong interest in sales and internet marketing. She created Attraction Marketing to help self-employed people, as well as small and medium sized business owners solve one of their biggest business problems: attract a steady stream of clients.

Hannah learned the hard way that chasing prospects and sales targets don't work. While working as a sales representative, Hannah did what she was told and chased every prospect. She used cold calling as well as the traditional sales processes as expected and experienced nothing but failure and frustration.

Then Hannah learned about the science of positioning and everything changed. She learned the psychology behind sales; why people buy, how to take back her power, and how and why these principles apply not only in business but in all spheres of life. Hannah's sales quadrupled as a result.

Hannah now helps others to approach their work and their lives from a position of power.

Originally from Johannesburg, South Africa, Hannah now resides in Auckland, New Zealand.

Auckland