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Casual Articles - Smart Media Communications; Part 2 - Understanding The Media Markets And The Media
Negotiation Counter Tactic-Get You To Sign On The Spot
“Just go ahead and sign right here”How many times have you heard those words? Probably more than just a couple. That’s because salespeople know that the longer a person waits to commit; the less likely they will make their sale. There’s nothing wrong with it because it is in fact true. If they let you walk out without having your signature on a piece of paper, then there is a good chance that they will not make the sale. So what’s the problem with this? Well, nothing really….that’s how the game is played, but as a consumer, this signature-driven sale is a unfair negotiating tactic because it is not quality-based, but rather fear-based. The salesperson values your signature more than their assurances that their service is right for you or to put it bluntly, they value your money m
media markets to help formul“Just go ahead and sign right here”How many times have you heard those words? Probably more than just a couple. That’s because salespeople know that the longer a person waits to commit; the less likely they will make their sale. There’s nothing wrong with it because it is in fact true. If they let you walk out without having your signature on a piece of paper, then there is a good chance that they will not make the sale. So what’s the problem with this? Well, nothing really….that’s how the game is played, but as a consumer, this signature-driven sale is a unfair negotiating tactic because it is not quality-based, but rather fear-based. The salesperson values your signature more than their assurances that their service is right for you or to put it bluntly, they value your money m
Establishing Yourself as an Expert in the Eyes of Your Customers
The most important aspect of a successful business is developing the correct mindset toward your customers. And this is not the over used phrase The customer is always right. Actually the correct mindset we are referring to here is to always think in terms of benefits for your customers. The highly successful businessperson thinks of ways to show interest in their customers even before they come into their store.They endeavor to educate the customer on the benefits of their products and services. They make their products and services stand out in their customer's mind. Some marketing experts think of this in terms of a USP or Unique Selling Proposition. Or what are the unique selling characteristics that separate your products and services and make them stand out from your competition. Here is
If you are thinking about initiating a public relations/media communications effort it makes sense to understand the media markets to help formulThe most important aspect of a successful business is developing the correct mindset toward your customers. And this is not the over used phrase The customer is always right. Actually the correct mindset we are referring to here is to always think in terms of benefits for your customers. The highly successful businessperson thinks of ways to show interest in their customers even before they come into their store.They endeavor to educate the customer on the benefits of their products and services. They make their products and services stand out in their customer's mind. Some marketing experts think of this in terms of a USP or Unique Selling Proposition. Or what are the unique selling characteristics that separate your products and services and make them stand out from your competition. Here is
Is Consensus Sinking Your Organization?
The senior manager of a large organization called me seeking help.‘We are stiff and bureaucratic,’ he said, ‘but we want to be more open. We are formal until it hurts but we’d like more innovation. Can you help us, Mr. Kaufman? Can you share a new perspective and bring some fresh ideas?’I accepted the assignment and found that what he said was true: they had an old culture of top-down control, suffocating authority, miles of red tape and rigid ways of working.With enthusiasm, I prepared a speech that opened many eyes. Laughter rolled through the audience, self-reflection mixed with humor. I saw skepticism and resignation, but also interest, possibility and a desire for new action.The next day my telephone rang. Someone in the audience felt I had gone too far, was too provoc
tiating a public relations/media communications effort it makes sense to understand the media markets to help formulThe senior manager of a large organization called me seeking help.‘We are stiff and bureaucratic,’ he said, ‘but we want to be more open. We are formal until it hurts but we’d like more innovation. Can you help us, Mr. Kaufman? Can you share a new perspective and bring some fresh ideas?’I accepted the assignment and found that what he said was true: they had an old culture of top-down control, suffocating authority, miles of red tape and rigid ways of working.With enthusiasm, I prepared a speech that opened many eyes. Laughter rolled through the audience, self-reflection mixed with humor. I saw skepticism and resignation, but also interest, possibility and a desire for new action.The next day my telephone rang. Someone in the audience felt I had gone too far, was too provoc
Pricing Strategies, Revenues, Costs And Profits: How Does Profit Connect To Your Sales Price
When I ask my accountant, he tells me that Profit equals Revenue minus Costs. He then spoils this simple equation with two caveats: Revenue is the cash flowing into your bank - this is sales without the bad debts, returns or shrinkage. Costs include your materials, labour and energy bills as well as everything else needed for long-term trading such as your contingencies, investments, replacements, training, and insurances. So how do you determine your price?If you were my client and I was helping you to calculate your sales price, does that mean that can you simply take the cost of the goods or services that you are selling and add on the Profit you choose?No - though you are in business for p
dia communications effort it makes sense to understand the media markets to help formulWhen I ask my accountant, he tells me that Profit equals Revenue minus Costs. He then spoils this simple equation with two caveats: Revenue is the cash flowing into your bank - this is sales without the bad debts, returns or shrinkage. Costs include your materials, labour and energy bills as well as everything else needed for long-term trading such as your contingencies, investments, replacements, training, and insurances. So how do you determine your price?If you were my client and I was helping you to calculate your sales price, does that mean that can you simply take the cost of the goods or services that you are selling and add on the Profit you choose?No - though you are in business for p
Translating Networking into Increased Business Dollars, Growth, Profits and Success
How would you assess your effectiveness as a small business owner or executive in these critical areas of business development? I am a pro-active networker I maximize every networking opportunity by asking: Who do you know who...? I present myself in a way that is clear, succinct and generative I enjoy promoting and creating visibility for myself and my business I have a structure that is effective in organizing and promoting follow-ups I model a professional look that represents who I am and what I do I am satisfied with the bottom line outcomes of my networking effortsIf improving your skills in any of these areas would generate greater income, would you be interested? Most of us would
makes sense to understand the media markets to help formulHow would you assess your effectiveness as a small business owner or executive in these critical areas of business development? I am a pro-active networker I maximize every networking opportunity by asking: Who do you know who...? I present myself in a way that is clear, succinct and generative I enjoy promoting and creating visibility for myself and my business I have a structure that is effective in organizing and promoting follow-ups I model a professional look that represents who I am and what I do I am satisfied with the bottom line outcomes of my networking effortsIf improving your skills in any of these areas would generate greater income, would you be interested? Most of us would
Are You Management or Executive Material
The South Australian Public Sector (SAPS), through the Office of Public Employment (OPE), have identified a range of middle management and executive leadership competencies that are considered essential to the effective operation of government departments and services. For those of us who are mere mortals, these competencies provide some useful directions for our own personal and professional development.The definition of competencies adopted by SAPS originates from the Australian National Training Authority (ANTA), which states, “a competency is the specific knowledge, skills, abilities and behaviour applied within an occupation or industry to the standard required in employment”.SAPS Middle Manager CompetenciesOPE have identified 9 “Core Competencies” for all pu
media markets to help formulate a communications strategy. In this article we will discuss the major media markets and practical considerations
The South Australian Public Sector (SAPS), through the Office of Public Employment (OPE), have identified a range of middle management and executive leadership competencies that are considered essential to the effective operation of government departments and services. For those of us who are mere mortals, these competencies provide some useful directions for our own personal and professional development.The definition of competencies adopted by SAPS originates from the Australian National Training Authority (ANTA), which states, “a competency is the specific knowledge, skills, abilities and behaviour applied within an occupation or industry to the standard required in employment”.SAPS Middle Manager CompetenciesOPE have identified 9 “Core Competencies” for all pu
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