Over the last few weeks I’ve been doing research into buying a particular type of specialised software. I narrowed the choice down to two options. I’ve tested both programmes and have been in touch with the two companies who develop this software, both large corporates.

I’ve asked both why I should buy their product and not their main competition’s, as they are both very similar. Both of these companies gave me unsatisfactory answers and I am still in limbo about which programme to buy.

What I am trying to say with this example is: customers will compare your product or service with other ones (you do the same when you make a buying decision). It is very important you know your own unique selling points and why people should choose you.

But from a customer’s perspective, it’s also important to know what your competition offers and what their strengths & weaknesses are.

If you know this, it’s much easier to sell your own product! This doesn’t mean you need to put down your competition, just highlight what makes you unique and why the customer should buy from you.

Ways to research your competition are:
-    Google them and see where they pop up!
-    their website & promotional material
-    talk to customers
-    review sites such as Tripadvisor
-    social media pages
-    keep an eye on how they are perceived in the media (you can set up a Google alert for this: www.google.com/alerts )

NOTE: registrations are now open for the 2016 Marketing for Success Programme. Click here for more info! Limited spaces!

Till next week, Marijke

We are now well into February and chances are that if you started setting a few goals or resolutions at the start of the year, you are already lacking the motivation to stick with them. Whether it be actioning your marketing plan, updating your website & social media, getting more exercise, or just planning to do more fun things, once you’re back into your daily grind of urgent and important activities, it’s easy to lose motivation to focus on a new and exciting goal.

So, here are some ways to get motivated and achieve a new goal. And wow, how great would that feel!

1. Being passionate about what you want to achieve really helps! Visualise the end result and how it will make you feel. Write down why you want to achieve this goal; your motivations.
   
2. Start with ONE goal. If you try to do too much at once, you are unlikely to keep motivated to do it all. Do write down all the things you want to achieve though, and then pick one to start with.
   
3. Then, decide how long it will take to achieve this goal, for example two months. What do you need to do each day to achieve your goal in these two months? Start small! Write it on a notice board or pin it to your notice board so you see it all the time.
4. Develop the habit to work on your goal every day. If you miss a day, get back on track as soon as you can. I love the quote: ‘Motivation is what gets you started, habit is what keeps you going.’
5. And last but not least (I find this extremely powerful and important): surround yourself with positive people. Tell them about your goal and keep them in the loop of how you’re progressing. They will support you along the way! (Also: it’s much more fun sharing your success with others!) And be kind to yourself :)!

So, what is your ONE goal going to be for the next few months?

Till next week, Marijke

Did you know that women influence 90% of all travel decisions  - and close to 90% of all consumer buying decisions as well? (the guys reading this will probably nod…)

Girls like to shop, that’s no secret. We also think differently than men and make buying decisions in different ways men do.

A few things to keep in mind when you work on your website content, social media,  put together brochures or any other marketing for your business:

• Human connections are the key to attracting women to your product or service. They communicate to forge relationships based on mutual values and interests. Avoid over-automation, focus on one-on-one experiences and facilitate story telling. Also ensure you have photos of your team and some background info on them on your website. This makes it a lot more personal!
• Women like detailed information to absorb & digest. Women use smart shopping skills and do a lot of research before buying. The pre-purchase process is much more important to women than it is to men. Create a culture committed to helping customers determine the best choice, not the quickest sale.
• Women also comparison shop. They gather data through reading and research, and compare your product or service against competitors.
• Women set priorities according to the needs of those most dear to them, so identify ways they can support family members with purchases.

Is your marketing meeting these needs? Does your website provide enough detailed information? Does it encourage your customers to communicate with you? Does it say anything about the people working in the business?
If you keep women in mind in marketing your business, more will buy or book your product and your business will grow!

NOTE: registrations are now open for the 2016 Marketing for Success Programme. Click here for more info! Limited spaces!

Till next week, Marijke

One of the most flattering things is when someone that you’ve only met once briefly remembers your name the next time you meet!

I must admit it’s not my biggest strength, but I’m working on it! I have a friend who I think must have a photographic memory for names. She probably doesn’t, but she is committed to remembering people’s names.

If you are dealing with customers (most of you are!), what a great impression would you make if you remember their names and how good would it make them feel!

I used to have an optometrist whom I visited only briefly twice a year to pick up contact lenses. I would come in and they would greet me with: ‘Hi Marijke!”. That would always impress me greatly and made me feel 'important’ as a customer.

On the other hand, there is someone I regularly deal with and this person never seems to recognise me. I might have a common face, but this makes me feel like this person is totally disinterested, even though we work in the same industry.

So my point is, don’t just say: “I’m terrible at remembering names…”, that’s just too easy. Work at it and it will make the people around you feel good about themselves and you! It creates goodwill and opens the door to successful relationships.

Here are a few tips:
1. Commit yourself to remembering names. Make it a conscious decision to remember people's names.
2. When you meet someone for the first time, concentrate on what the other person is saying and look at them. If you didn’t hear their name, ask again.
3. Repeat their name and use it occasionally during the conversion (without overdoing it!). Also use it when you leave.
4. If you can, write it down afterwards. You can always add a few pointers about their physical characteristics.
5. Try to make an association between the person's face and an image the name suggests. If you remember visual images most easily, try creating an image based on the name and linking it to some physical characteristic of the person. If you are more comfortable dealing with sensory feelings and gut instincts, try linking the name to the impression the person makes or to a reaction you have to the person.

So, try to make a conscious effort to learn people’s names, it makes them feel good and you too!

Till next week, Marijke

NOTE: registrations are now open for the 2016 Marketing for Success Programme. Click here for more info! Limited spaces!