Dec. 16, 2024

Turning Business Problems into Profit Centers

How to identify problems and customer complaints in your industry and turn them into a Position of Market Dominance!

Powerful Business Strategies is broadcast live Mondays at 12 Noon ET Music on W4CY Radio...

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How to identify problems and customer complaints in your industry and turn them into a Position of Market Dominance!

Powerful Business Strategies is broadcast live Mondays at 12 Noon ET Music on W4CY Radio (www.w4cy.com) part of Talk 4 Radio (www.talk4radio.com) on the Talk 4 Media Network (www.talk4media.com). Powerful Business Strategies is viewed on Talk 4 TV (www.talk4tv.com).

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WEBVTT

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The topics and opinions expressed in the following show are

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solely those of the hosts and their guests and not

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those of W FOURCY Radio. It's employees are affiliates. We

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make no recommendations or endorsements for radio show programs, services,

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or products mentioned on air or on our web. No

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liability explicitor implies shall be extended to W FOURCY Radio

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or its employees are affiliates. Any questions or comments should

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be directed to those show hosts. Thank you for choosing

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W FOURCY Radio.

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Welcome to Powerful Business Strategies, where you will find out

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that everything you have ever learned about growing your business

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is wrong. Finally, a show where you'll learn the right

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way to grow your business by learning business and financial

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strategies that your competition isn't doing. And now here's your host.

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President of Next Step CFO Michael Barbarita and joining Michael

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for today's show as an executive moderator is chooky obia.

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Yes, this is shook in.

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I believe that gratitude is undefeated and growth is about

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the next step. It is an honor for me to

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moderate today's discussion with my good friend Michael.

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Michael, how are you excellent, Chocky, how you doing.

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I'm doing well. Look really energized by today's episode. One

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of my favorite topics, profit centers.

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How about that? Right there you go? There you go? Yeah,

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go ahead?

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Well, as Chucky said, my name is Michael Baberia, President

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of Next Step CFO, and next Step CFO is a

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fractional CFO and strategic implementation firm, and our vision is

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to ensure that overwhelmed business owners achieve the time, freedom,

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and consistent profits.

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To build a legacy and the life they desire.

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Yes, our mission is dedicated to guiding small business owners

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to leveraging their time, exploding their profits, and building a

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meaningful legacy. This show, Powerful Business Strategies and our book

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of the same name as a step towards accomplishing that vision.

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Admission.

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And before I hand it back to Chukey, I do

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want to have a little opening inspiration, or at least

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I think it's inspiration, But who knows.

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Uh.

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You know what I love about business owners, But we're

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the crazy ones who see problems and say, you know what,

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I can fix that. Well, everyone else is complaining about

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how things are.

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We're out there creating solutions. Think about that.

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Every great business started because someone got frustrated enough to

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say there has to be a better way. And that's

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what makes us different. We don't just see problems, we

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see opportunities. We just we just we don't just face challenges,

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we create solutions. So if you're out there grinding, solving problems,

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making things better, this show is for you because Chukey today, Yes,

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because today Chucky and I are going to show you

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how to turn those everyday headaches into extraordinary opportunities. So

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with that, I'll hand it back to my moderator for

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today's show and co author chookey.

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Oh b up, brilliant.

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Michael is interesting, right, So you used a couple of

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my favorite phrases there, So business problems and then profit centers. Right,

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So that's effectively the episode today is turning business problems

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into profit centers. But before we get started, just a

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quick disclaimer, folks, Michael and I are both affiliated with

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a number of different organizations. I currently serve as a

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managing director of business Development for Vetterprice, a global business

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focused law firm. In addition to that, though, look, it's

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truly an honor to collaborate with Michael to moderate business

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roundtables and document best practice insights really coast to coast,

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across industries, across different types of businesses, and then we

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showcase these insights in our book called Powerful Business Strategies.

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Please note that the views expressed on this show based

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on those experiences born out of very successful experiences with

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business owners small to medium sized businesses and beyond. My

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mission as a fearless moderator is to ask the y

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questions today to help you, the listener, learn the best

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strategies that the competition isn't doing.

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So with that, back over to Michael, Thank you, cherkey.

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You know, just last week I was getting my car

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service and I overheard something interesting. You know, a customer

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was saying, I hate bringing my car in. You never

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know if you're being going to be being sold something

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that you don't need. You never know how long it'll take,

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you never know what it's going to cost. And the

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service manager just nodded and made a bunch of excuses.

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But right there in those three complaints was a blueprint

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for dominating the auto repair industry. And here's what's most

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business owners get completely wrong. They hear customer complaints and

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they think that's just how it is. That's just how

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it works in our industry. But what if I told

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you that the successful business owners in any industry are

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the ones who look at a common customer complaint and say,

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that's exactly what we're going to fix. Well, over the

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next forty minutes, I'm going to take you through different industries,

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from home services to healthcare, from retail to restaurants, and

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show you how to identify the complaints that customers have

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in each industry and turn them into positions of market

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dominance that your.

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Competition can't match.

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I'll show you how a dentist took three things people

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hate the most about going to the dentists and turn

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them into a marketing message that doubled their practice in

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eighteen months. And I'll reveal how a plumber took the

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biggest complaints about plumbers and created a service guarantee that

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had customers actually thinking and thanking him.

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For his prices.

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So get a pended paper because I'm going to give

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you specific examples from multiple industries that can you can

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adapt to your business.

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And if you're driving, don't worry.

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You can catch this episode again on our podcast at

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Powerful Business Strategies dot com.

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So if you're just joining us.

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We're talking about turning customer complaints into market opportunities and

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positions of market dominance across different in various industries. And

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for those who are new to the show or you know,

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it's really important that I define what a position of

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market dominance is and why it's the most powerful messaging

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strategy in business today. And in our research for our

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book Powerful Business Strategies, Chucky and I had to go

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all the way back to nineteen thirty one where we

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discovered that the key to successful marketing is to get

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into the mind of the customer.

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But how do we do that?

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But not mind readers, I mean getting in the mind

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of the customer is really based on two emotional issues.

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What is the.

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Problem that the prospect has and doesn't want, and the

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second is the solution they want but they can't find.

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And we always remember that people make buying decisions emotionally

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and then back up those decisions logically, and so we

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simply enter the conversation taking place in the prospect's mind

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by using what we call the conversion formula. Now here's

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the thing about the conversion formula. It's a four pot

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process that allows you to address the prospect's problem and

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solution and do so at just the right time, as

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if you were in the prospect's mind. And it must

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be followed just like any other formula, with all four

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parts executed in the right order, otherwise it doesn't work.

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So this is that conversion formula.

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And the reason why we're bringing this up is we're

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talking about problems that customers have in various industries, and

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in creating a position of Marcket dominance, it always is

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best to focus first on the problems that the industry

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is having, that the customer's perception of the problems that

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the industry is having. So let's talk about that conversion formula.

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So the conversion formula starts with what we call captivate.

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That's a headline which happens to be the problem that

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the customer has and doesn't want. It's designed to stop

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you in your tracks, to interrupt them, if you will. Now,

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the headline of the problem is the first thing you

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should say out of your mouth or that a person

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sees or hears from you or your business, and it

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must really identify the problem they have, as you only

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have three seconds to keep their attention. The second component

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of the conversion formula is to fascinate.

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Now that you've.

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Interrupted the prospects with the problem, we have to keep

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their attention and we have to engage them with a

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sub headline or the second thing they see, which happens

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to be your unique solution to their problem that they

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can't find.

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And this is how you enter the conversation.

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The prospects are having in their minds to the captivate

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and fascinate.

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And by the way, I'm going to repeat it one

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more time.

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These two first parts, these two parts of the conversion formula,

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the captivate and the fascinate, are the keys to successful marketing.

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And these two parts of this formula are not doing

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their job. We never get to the third step. And

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the third step of the formula is the educate. So

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the third component is you have to educate them. Now

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that we've captivated and fascinated them and got their attention,

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we now have the time to give the prospect more

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information about how we go about solving this problem. And

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what I find with most business owners, they start with

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the educate and that's obviously out of order. Remember the

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formula has to be performed in the exact order, otherwise

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it doesn't work. And business owners, the vast majority of

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business owners have the propensity or the intuition to start

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with the educate where they feel that they have to

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educate the person about their product or service, uh and

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uh where. And what happens is it becomes all about me.

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It becomes all about that business, and quite frankly, the

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customer doesn't care about the business or being explained or

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educated on the business without having solving their solving their problem,

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without having solved you know, you're going to solve their

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problem first. So that's that's the biggest mistake business owners

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make with the conversion formula.

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They start with the educate.

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Now, if you do the formula properly, you have captivated, fascinate, educate,

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and then the close. And we always have to end

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the conversion formula with an offer which has to be

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so compelling and so irresistible that the prospect would be

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foolish not to take it. And if you don't know

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what I mean by that by a compelling offer that's

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so irresistible, you better catch our show on compelling offers.

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You go to Powerful Business Strategies dot com where we

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dedicate a whole show.

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On the five components of a compelling offer.

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So, now that you know the conversion formula and the

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position of market dominance is simply the first two components

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of that formula, you need to get the position of

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market dominance right, which is that captivate and fascinate the

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problem and solution, or the formula falls apart. And one

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last point. The conversion formula follows the way a prospect

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buys from you. It's often been said, and in our

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research it was said countless times that people buy based

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on emotion and then back up that emotion logically the

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position of market dominance to captivate and fascinate the problem

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and solution. Those are the emotional triggers and the educate

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is the logical trigger.

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So if a spouse was.

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Trying to explain why they made a purchase to another spouse,

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they would use the educate or the logical component of

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the convergent formula to explain the reason why they made

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that purchase. So let me give you a couple of

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examples of really great positions of market dominance. So Domino's

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Pizza discovered that hungry college kids needed quick food to

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eat before their next class. Well, they created a position

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of market dominance around that problem, which was guaranteed thirty

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minute pizza delivery or it's free. That was a terrific

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position of market dominance and it carried them for years.

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Em and M's, who was in competition with Hershey's, discovered

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that moms were sick and tired of melted chocolate going

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all over their kids' faces, hands, and not to mention furniture.

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Their position of market dominance melts in your mouth, not

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in your hands. The problem in the pharmaceutical industry is

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the price for the same drug can be dramatically different

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in different pharmacies, Pricing for the exact same drugs all

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over the place, And wouldn't be nice if there was

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price transparency so a customer could understand and choose the

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pharmacy that had the lowest price for a particular prescription.

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Would that solve a major problem in the industry?

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Well, what about somebody who was able to come up

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with that and innovate in order to do so? Well,

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Mark Cuban's company did, and I believe the company was

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called and is called cost Plus. His position of market dominance,

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no middlemen, no price game, no just huge drug savings.

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That's no middlemen, no price games, huge drug savings, and

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they would post the cost of the medications and compare

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it to other pharmacies. So those are three examples of

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successful positions of market dominance, but there are several others,

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and there are several others waiting to be made, because

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every business owner that can hear my voice needs to

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produce and come up with a position of market dominance.

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Yeah, it's interesting, Michael, right, just on that point.

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So we're getting some really good activity from our listeners.

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I have a question, kind of a consolidated question from

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some of the comments, Harry from Business Owner's list. So, look,

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this is interesting so far when we talk to business owners,

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what we hear a lot is but look, my industry

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is different, Michael. Everyone just expects, you know, these kinds

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of problems, Like, how do you respond to that?

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Well, Chookie, quite frankly, this is why ninety five percent

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of small business and financial strategies use today are identical

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to everybody's competition, and they don't work. Yeah, the business

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owners who can solve one or more of those problems

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that are commonplace and just today accepted by the consumer

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because it's the industry and really it's not accepted by

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the consumer. They're aggravated about it, but they deal with

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that aggravation. But those who can solve one of more

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of those problems will differentiate themselves from their competitors. And

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it's not easy, but those that is the key differentiator

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solving the consumer and or the customer's problem.

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Whoever the customer or client is very helpful. Thank you,

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so no problem.

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So let's start with the home services industry, specifically HVAC, plumbing,

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and electrical. And here are three complaints earned from business

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owners over and over. I never know when they'll show up,

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I hate getting hit with surprise costs, and I can't

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trust their recommendations. So let me show you how three

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different companies turned these exact complaints into powerful market dominating positions. First,

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an HVAC company in Texas. So instead of making excuses

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about arrival times, they created what they call the perfect

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time promise. So they had a two hour arrival window,

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They had a GPS tracking link. It was one hundred

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dollars off if they were late. Now that is that's

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really going to the core of the matter, and that

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is that is guaranteeing your timeliness. They also gave text

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updates and they gave the tech photos and bios in advance,

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so you had you understood not only the name of

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the person who was coming, but you also understood what

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the you know, what their background was. Their business doubled

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in eighteen months because they saw the number one complaint

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in their industry. Then there was a plumbing company. A

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plumbing company took the second complaint about surprise costs and

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created what they called the clear price promise upfront pricing declaration.

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So it wasn't called an estimate. Everybody calls these things

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estimates and they're not that the actual price that you're

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committing to. But you know, and many customers assumed that,

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but they had a different name for it. They called

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it upfront pricing declaration. That way, yeah, that way the

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customer knew that was going to be the price no

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matter what. And there was a guarantee of no overtime charges.

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They were a price match guarantee and monthly payment plans

295
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if they couldn't afford it. And they even went further.

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They found additional things to fix during the job.

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You know how sometimes.

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They're they're in this case of plumbing, they they're notting

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to work on plumbing. They find another problem, they'll show

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video evidence of that and they'll provide three options to

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solve the problem, and they'll give priority pricing, which is

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a discounted pricing because it was something they found while

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they were doing the primary job. And they offered future

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scheduling and no pressure, no selling pressure at all. Their

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average ticket actually increased by forty percent because customers trusted

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them enough to choose premium solutions. Now let's look at

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an electrical company attack of the trust issue. They created

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what they called the Electrical Education Experience, and they had

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video diagnostics and photo documentation for all the problems. They

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were giving people options, comparison options. You know, maybe there

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were three or four options that they could fix on

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how they could fix that particular problem. And by the way,

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giving people options is a very valuable thing. People hate

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it when they there's just no choices that they have.

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Energy savings calculations were also involved in that and future

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prevention plans.

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But here's where they took it a step further.

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They turned every service call into an educational opportunity. They

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showed customers what to look for, explained warning signs, provided

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maintenance tips, created safety checklists and offered prevention plans, and

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their referral rate triple because they weren't just fixing problems,

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they were empowering customers, and that's how the customer feels

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where you can solve these unique problems in a particular industry.

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And so if you look at healthcare for a moment,

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specifically dental practices, the big the three biggest patient complaints

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are fear, of pain, interesting, cause of concerns even though

327
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they have insurance, and time management. So a dental practice

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in Florida took these three complaints into and converted it

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to what they call the comfort first promise. They had

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a fear assessment before treatment, so you know that their

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philosophy was is that anytime you're experiencing fear, it's never

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as bad as you imagined. And they had a methodology

333
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for actually feeling the fear before the treatment.

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Which was really fascinating. And so.

335
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That was a way that they used to address that fear.

336
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And they had sedation choices so you could have your

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choice of different types of sedation so you don't feel

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the pain.

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And environmental controls along with.

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Treatment pacing so they could go at a certain pace

341
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to be able to, you know, spread out the treatment

342
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in a sense that that the fear of pain isn't

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as great, and so for cast concerns they had they

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phased in treatment options. They had internal financing where the

345
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dentist finance part of the price. They had what they

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called insurance maximization, where the doctor had had staff that

347
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found the most ensurable protocol for that particular patient based

348
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on their insurance plan. And then they had lifetime guarantees,

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which is an incredible risk reversal. So they turned the

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time management into issue. With their one visit promise, I

351
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had saying day treatment. They actually had what they called

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family block booking, so the whole family could come in

353
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at once. They had late hours during the week and

354
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we're open Saturdays. They had virtual consultations, and they also

355
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had emergency care. So with that, before I move on

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and continue the discussion, we're going to take a ninety

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second break. Hey, their business owners, let me ask you something.

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Are you tied of blending in with your competitors, frustrated

359
00:22:34.920 --> 00:22:37.000
with slow growth and slim margins.

360
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Well, I've got news for you.

361
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Everything you've ever learned about growing your business is wrong.

362
00:22:43.480 --> 00:22:45.759
But don't worry I'm here to let you in on

363
00:22:45.799 --> 00:22:49.839
a secret weapon, your position of market dominance. It's what

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sets you apart, makes you irreplaceable, and has customers lining

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up at your door. My name is Michael Barbarita from

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Next Step CFO. I know what you're thinking. Sounds great, Michael,

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But how do I find my position of market dominance? Well,

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that's exactly why we've created our game changing implementation program

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called Next Step to Market Dominance. In just ninety days,

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we'll guide you step by step to a position of

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market dominance by uncovering your unique strengths that competitors can't touch,

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by crafting a message that resonates deeply with your ideal customer,

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by building a strategy that turns you into the go

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to expert in your field.

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Now this is in theory.

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These are battle tested strategies that have helped businesses like

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you as double, triple, and quadruple their revenue. Don't let

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another quarter go by struggling to standout. It's time to

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dominate your market.

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Period.

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Go to NEXTSTEPCFO dot net, forward slash contact, fill out

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00:23:47.920 --> 00:23:50.880
the form and in the message section put the word

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00:23:51.200 --> 00:23:54.920
dominate or call us at seven eight one three two

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00:23:55.000 --> 00:23:58.960
six three a two two. That's next STEPCFO dot net,

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00:23:59.000 --> 00:24:02.599
forward slash content or call us at seven eighty one

386
00:24:02.640 --> 00:24:07.440
three two six three eight two two. Well, welcome back,

387
00:24:07.480 --> 00:24:09.680
and if you're just joining us, we're talking about turning

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customer complaints into market dominating positions. And now let's look

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at the retail and restaurant industry. So in retail, we

390
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hear three major complaints. Number one is I can't find

391
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someone to help me. The second is the price is

392
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different than on the label, and the product on the

393
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sign is different from the price on the label, and

394
00:24:32.440 --> 00:24:36.039
the price at checkout doesn't match the label or the sign.

395
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Returns our hassle is another complaint. So let me show

396
00:24:42.240 --> 00:24:47.839
you how three different retailers turn these complaints into competitive advantages.

397
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So a furniture store created what they call the perfect

398
00:24:52.359 --> 00:24:56.480
shopping experience, and this is for the I can't find

399
00:24:56.559 --> 00:25:01.680
someone complaint. So they had personal shopping assistance for people

400
00:25:01.720 --> 00:25:06.000
who spent over a certain amount. They had digital price

401
00:25:06.119 --> 00:25:09.240
scanners all over the store. They had a mobile checkout

402
00:25:09.799 --> 00:25:12.559
that you'd have to wait in line. They had video

403
00:25:12.759 --> 00:25:18.200
product demos and at home design consultation. But they didn't

404
00:25:18.240 --> 00:25:21.359
just add staff. They created a complete customer service system

405
00:25:21.880 --> 00:25:25.680
with instant help buttons throughout the store. They had digital

406
00:25:25.839 --> 00:25:30.960
product information stations, they had video chat with specialists you

407
00:25:31.000 --> 00:25:34.519
could do right on your phone, and they had a

408
00:25:34.599 --> 00:25:39.559
virtual room planning. Their average sale increased by eighty five

409
00:25:39.599 --> 00:25:42.200
percent because customers got the help they needed to make

410
00:25:42.240 --> 00:25:43.319
bigger purchases.

411
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I mean, when you can have.

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Sales associates at a retail store actually have personalized service,

413
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it makes an incredible difference. You know, one of the

414
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things we did at Ski Time It's funny, is we

415
00:26:01.359 --> 00:26:04.640
were closed in the off season. We were just a

416
00:26:04.680 --> 00:26:07.920
ski shop, and we didn't want to sell aqua lungs

417
00:26:08.000 --> 00:26:10.200
or anything like that, because what it did is it

418
00:26:10.279 --> 00:26:13.200
impeded on cash flow because all that stuff didn't sell

419
00:26:13.920 --> 00:26:17.880
and we'd have carryover inventory. But what we did in

420
00:26:17.920 --> 00:26:20.240
the officity is and is for anyone who wanted to

421
00:26:20.240 --> 00:26:24.640
buy a gift for a birthday or a anniversary or

422
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whatever special occasion that came up when we were closed,

423
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we would have personal appointments with them, and boy, they

424
00:26:32.160 --> 00:26:34.200
would come into the store. There'd be the only ones

425
00:26:34.240 --> 00:26:39.200
in the whole store, and they would purchase, you know,

426
00:26:39.839 --> 00:26:42.839
a lot of product because we had all kinds of

427
00:26:42.880 --> 00:26:47.559
time to spend with them and you know, make all

428
00:26:47.640 --> 00:26:49.920
kinds of suggestions as to what they should buy.

429
00:26:49.920 --> 00:26:51.119
And it was very effective.

430
00:26:53.680 --> 00:26:56.599
And a sporting goods retail attackled the pricing issue, where

431
00:26:56.640 --> 00:27:00.440
the problem was the price is different at checkout with

432
00:27:00.559 --> 00:27:03.640
their promise priced promise plus, and so they had price

433
00:27:03.759 --> 00:27:08.000
checkout stations, they had a mobile app, they had a

434
00:27:08.039 --> 00:27:12.119
competitive price matching. They had thirty day price protection, so

435
00:27:12.200 --> 00:27:15.559
if you saw a price that was lower at during

436
00:27:15.559 --> 00:27:18.880
that thirty day period, they could bring it back and

437
00:27:18.920 --> 00:27:21.119
they'll they'll match the price, you know, bring it back,

438
00:27:21.160 --> 00:27:24.519
but they'll match the price. They had a member rewards

439
00:27:24.599 --> 00:27:28.480
pricing program, and if there was any price mismatch problem,

440
00:27:28.519 --> 00:27:32.440
the customer would get the lowest price. And they even

441
00:27:32.480 --> 00:27:37.359
went further. They had product comparison guides, they had usage videos,

442
00:27:38.160 --> 00:27:43.519
they had what they call a fit guarantee, expert recommendations,

443
00:27:44.599 --> 00:27:48.200
and their customer satisfaction scores hit ninety five percent because

444
00:27:48.200 --> 00:27:55.200
they turned frustrated shoppers into shopping with confidence. And then

445
00:27:55.720 --> 00:27:58.880
let's look at restaurants. So the three biggest complaints for

446
00:27:59.400 --> 00:28:06.240
restaurants is wait times, inconsistent quality, and speed of service.

447
00:28:08.119 --> 00:28:09.559
So a Restaurant Group.

448
00:28:09.400 --> 00:28:13.759
Created the perfect timing promise to counter the problems of

449
00:28:13.839 --> 00:28:18.200
wait times. So they had this digital wait list where

450
00:28:18.240 --> 00:28:21.440
you could actually see online on your phone where you

451
00:28:21.519 --> 00:28:25.119
stood when you were coming up next. They had text updates.

452
00:28:25.880 --> 00:28:28.799
They also had table ready alert so when the table

453
00:28:28.880 --> 00:28:33.680
was ready to be alerted, you could order ahead. They

454
00:28:33.680 --> 00:28:36.440
had an order ahead option so if the waittime was

455
00:28:36.480 --> 00:28:38.880
too long, you could at least get your order in.

456
00:28:40.279 --> 00:28:44.960
They had a priority seating program for frequent customers as well,

457
00:28:45.000 --> 00:28:50.039
and for inconsistent quality concerns, they developed what they called

458
00:28:50.039 --> 00:28:51.400
a taste guarantee.

459
00:28:51.720 --> 00:28:55.440
They yeah, they had a photo They had a photo.

460
00:28:55.160 --> 00:29:02.200
Menu online which was helpful to be able to.

461
00:29:03.920 --> 00:29:06.880
Address the you know, being able to order in advance.

462
00:29:07.559 --> 00:29:12.799
They had temperature checks where they actually would give you

463
00:29:12.880 --> 00:29:14.279
the temperature of the food.

464
00:29:16.160 --> 00:29:19.799
It was incredible. They had a satisfaction.

465
00:29:19.279 --> 00:29:24.799
Process promise, which was another risk reversal, and they had

466
00:29:24.920 --> 00:29:30.160
certain guidelines that their waiters would be held to UH

467
00:29:30.200 --> 00:29:37.319
to understand all of the UH, all of the of

468
00:29:37.359 --> 00:29:41.119
all of all the things on the menu. But then

469
00:29:41.400 --> 00:29:44.680
they turned the speed of service into a competitive advantage

470
00:29:45.559 --> 00:29:49.960
by doing the following. So they had order time guarantees,

471
00:29:50.039 --> 00:29:55.200
which was another risk reversal. They had rush hour options,

472
00:29:56.240 --> 00:30:00.079
They had an express lunch service and to go optimization

473
00:30:01.039 --> 00:30:07.880
plan that reduced pickup times for takeout by twenty five

474
00:30:07.920 --> 00:30:12.519
percent and their revenue per table increased by forty percent

475
00:30:12.599 --> 00:30:16.720
because customers could trust both the experience and the timing.

476
00:30:18.880 --> 00:30:22.319
So let me share another fascinating example and dry cleaning.

477
00:30:22.480 --> 00:30:25.400
This is a you know, a run of the mill industry,

478
00:30:26.720 --> 00:30:31.720
and there were three complaints that consistently came up in

479
00:30:31.759 --> 00:30:36.440
the dry cleaning industry. They were lost or damaged cloths.

480
00:30:38.039 --> 00:30:43.119
They were I never knew when items would be ready,

481
00:30:43.200 --> 00:30:45.000
and then it's inconvenient to.

482
00:30:45.079 --> 00:30:46.599
Drop off and pick up.

483
00:30:48.680 --> 00:30:52.519
So this particular dry cleaner transform their common trust these

484
00:30:52.559 --> 00:30:57.359
customers calmon frustrations into what they call their perfect garment promise.

485
00:30:58.440 --> 00:31:03.640
So for last the damaged item, they had photo documentation. Uh,

486
00:31:03.680 --> 00:31:08.319
they had a barcode track it so that barcode was

487
00:31:08.480 --> 00:31:13.519
on the customer receipt and so uh if if if

488
00:31:13.559 --> 00:31:16.880
they had if they just scanned that barcode and the

489
00:31:17.039 --> 00:31:18.200
item would come up.

490
00:31:19.640 --> 00:31:22.440
And you know, and and and you know if.

491
00:31:22.279 --> 00:31:24.119
It was there and it should have been, if it

492
00:31:24.160 --> 00:31:27.440
was ready. Uh, to give back to the customer, and

493
00:31:28.200 --> 00:31:33.240
they had a digital inventory, and they had damaged prevention

494
00:31:33.400 --> 00:31:38.240
protocols and what they called triple inspection points. And so

495
00:31:39.880 --> 00:31:42.039
what's really powerful is they backed it up with a

496
00:31:42.119 --> 00:31:46.200
guarantee and all kinds of risk reversals if they lost.

497
00:31:46.559 --> 00:31:49.880
If they lost your product, they would triple the value

498
00:31:50.279 --> 00:31:53.440
in a in a in reimbursement. UH, they would have

499
00:31:53.480 --> 00:31:57.640
the same day reservice, they would have free repairs, a

500
00:31:58.480 --> 00:32:02.400
spot treatment guarantees, so if they ever had to clean

501
00:32:02.440 --> 00:32:06.599
a spot, it didn't matter what it was, they guaranteed

502
00:32:06.799 --> 00:32:07.920
that it would be removed.

503
00:32:10.039 --> 00:32:11.359
They also had something interesting.

504
00:32:11.400 --> 00:32:15.160
They had a color protection promise, so that if there

505
00:32:15.200 --> 00:32:18.880
was any fading that took place, they would replace the garment.

506
00:32:20.480 --> 00:32:23.440
And then for timing issues, they created the Ready when

507
00:32:23.480 --> 00:32:28.160
you are planned where they had text notifications, so you

508
00:32:28.240 --> 00:32:32.039
really didn't have to worry about remembering what date your

509
00:32:33.519 --> 00:32:39.200
clothes were ready. They actually gave you text notifications. And

510
00:32:39.240 --> 00:32:42.400
they had certain express service options, so if something had

511
00:32:42.440 --> 00:32:47.000
to be done Saying day, and they guaranteed that delivery.

512
00:32:47.200 --> 00:32:50.400
So if you needed something done Saying day or tomorrow,

513
00:32:50.880 --> 00:32:52.559
they guaranteed that delivery.

514
00:32:52.599 --> 00:32:56.680
Otherwise they would give it to you for free.

515
00:32:57.279 --> 00:32:59.720
And so they also had a mobile app for tracking

516
00:32:59.759 --> 00:33:03.720
with the UH, where the cleaning, what phase the cleaning

517
00:33:03.880 --> 00:33:08.160
was in. And so for the convenience issue, where the

518
00:33:08.240 --> 00:33:11.680
problem was it is, UH, you know it's inconvenient to

519
00:33:11.759 --> 00:33:16.359
drop off and pick up, they had free pickup and delivery.

520
00:33:16.799 --> 00:33:21.200
They had twenty so they actually picked up the the close.

521
00:33:21.559 --> 00:33:25.680
They had twenty four to seven lockers. They had a

522
00:33:25.799 --> 00:33:31.759
mobile app scheduler, they had a virtual valet service, and

523
00:33:32.279 --> 00:33:35.920
they had a root optimization. So there their average customer

524
00:33:36.039 --> 00:33:38.559
value increased by one hundred and forty percent and they

525
00:33:38.640 --> 00:33:44.039
charged thirty percent more than made competitors because they converted

526
00:33:44.240 --> 00:33:48.359
every industry pain point into a premium service that customers

527
00:33:48.400 --> 00:33:52.240
actually requested by name. And this shows how any business,

528
00:33:52.759 --> 00:33:56.680
even one as traditional as dry cleaning, can turn common

529
00:33:56.759 --> 00:34:03.599
complaints into powerful market dominant position. Before I continue the discussion,

530
00:34:03.680 --> 00:34:08.599
we're going to take a ninety second break. Hey there,

531
00:34:08.639 --> 00:34:11.320
business owners, let me ask you something. Are you tied

532
00:34:11.360 --> 00:34:15.239
of blending in with your competitors, frustrated with slow growth

533
00:34:15.280 --> 00:34:16.360
and slim margins?

534
00:34:16.559 --> 00:34:17.960
Well, I've got news for you.

535
00:34:18.639 --> 00:34:22.159
Everything you've ever learned about growing your business is wrong.

536
00:34:22.880 --> 00:34:23.679
But don't worry.

537
00:34:24.119 --> 00:34:26.039
I'm here to let you in on a secret weapon,

538
00:34:26.480 --> 00:34:30.039
your position of market dominance. It's what sets you apart,

539
00:34:30.199 --> 00:34:34.000
makes you irreplaceable, and has customers lining up at your door.

540
00:34:35.000 --> 00:34:38.639
My name is Michael Barberrita from Next Step CFO. I

541
00:34:38.760 --> 00:34:41.760
know what you're thinking. Sounds great, Michael, But how do

542
00:34:41.840 --> 00:34:45.599
I find my position of market dominance? Well, that's exactly

543
00:34:45.599 --> 00:34:49.400
why we've created our game changing impleitation program called Next

544
00:34:49.400 --> 00:34:50.840
Step to Market Dominance.

545
00:34:51.400 --> 00:34:54.039
In just ninety days, we'll guide you step by step to.

546
00:34:54.000 --> 00:34:57.519
A position of market dominance by uncovering your unique strengths

547
00:34:57.599 --> 00:35:01.239
that competitors can't touch, by crafting a message that resonates

548
00:35:01.239 --> 00:35:04.440
deeply with your ideal customer, by building a strategy that

549
00:35:04.559 --> 00:35:07.039
turns you into the go to expert in your field.

550
00:35:07.719 --> 00:35:09.239
Now this is in theory.

551
00:35:09.400 --> 00:35:12.360
These are battle tested strategies that have helped businesses like

552
00:35:12.400 --> 00:35:17.239
yours double, triple and quadruple their revenue. Don't let another

553
00:35:17.320 --> 00:35:20.639
quarter go by struggling to standout. It's time to dominate

554
00:35:20.679 --> 00:35:21.400
your market.

555
00:35:21.880 --> 00:35:22.320
Period.

556
00:35:23.000 --> 00:35:27.280
Go to NEXTSTEPCFO dot net, forward slash contact, fill out

557
00:35:27.280 --> 00:35:30.320
the form and in the message section put the word

558
00:35:30.599 --> 00:35:33.360
dominate or call us at seven eight.

559
00:35:33.199 --> 00:35:35.840
One three two six three A two two.

560
00:35:36.360 --> 00:35:40.320
That's next STEPCFO, dot net, forward slash contact or call

561
00:35:40.400 --> 00:35:43.599
us at seven eight one three two six three A

562
00:35:43.719 --> 00:35:48.400
two two. Well, welcome back to powerful business strategies. And

563
00:35:48.639 --> 00:35:54.519
let's look at another industry where cosmic complaints create huge opportunities,

564
00:35:54.519 --> 00:35:56.360
and that's the auto repair industry.

565
00:35:56.800 --> 00:35:59.639
And great and Michael, before we get deep into that,

566
00:36:00.079 --> 00:36:03.079
let's take just a quick question. So it's interesting, right, So,

567
00:36:03.199 --> 00:36:06.320
reflecting on a number of the insights that you've shared

568
00:36:06.440 --> 00:36:10.119
so far, one of the things that business owners are noticing,

569
00:36:10.360 --> 00:36:12.199
both the ones that are listening, and you know, we've

570
00:36:12.239 --> 00:36:18.000
discussed this even just in our roundtables, this idea of guarantees, Michael, Right,

571
00:36:18.079 --> 00:36:22.280
So a lot of business owners, they are concerned, nervous,

572
00:36:22.639 --> 00:36:25.360
let's call it what it is, maybe even fearful to

573
00:36:25.480 --> 00:36:30.719
make strong guarantees. How do business owners protect themselves and

574
00:36:30.760 --> 00:36:33.360
maybe gain more confidence in making guarantees.

575
00:36:34.360 --> 00:36:35.360
Well, that's a great question.

576
00:36:35.760 --> 00:36:40.320
You know, first of all, virtually all guarantees come with conditions.

577
00:36:40.840 --> 00:36:45.280
Ye you know, for example, guarantees in the personal training

578
00:36:45.320 --> 00:36:49.079
industry must come with the condition that the customer does

579
00:36:49.159 --> 00:36:55.840
you know, the exercises. So I think that number one,

580
00:36:56.000 --> 00:36:58.960
they come with conditions and that eases the mind of

581
00:36:59.000 --> 00:37:01.280
the business owner a little bit, you know, that can

582
00:37:01.320 --> 00:37:04.039
help ease the mind. The other thing is you have

583
00:37:04.079 --> 00:37:07.800
to believe in your product. You have to believe de

584
00:37:07.880 --> 00:37:11.360
boutly that your product or service is going to work.

585
00:37:12.679 --> 00:37:13.719
And that's really the key.

586
00:37:13.880 --> 00:37:16.400
You know, a lot of business owners aren't really sure

587
00:37:16.960 --> 00:37:19.440
if their product or service is going to work all

588
00:37:19.480 --> 00:37:23.519
the time and or most of the time the vast

589
00:37:23.519 --> 00:37:27.000
majority of the time, and that and that produces fear.

590
00:37:27.960 --> 00:37:30.440
So you have to get over that one. First.

591
00:37:31.519 --> 00:37:34.039
You have to really believe in your product or service

592
00:37:34.079 --> 00:37:37.559
then that you can deliver it with the promises that

593
00:37:37.599 --> 00:37:41.440
you make. And so I think when you have that

594
00:37:41.639 --> 00:37:44.599
kind of conviction about your product and then you have

595
00:37:44.760 --> 00:37:47.519
the conditions that come with it, depending upon the product

596
00:37:47.599 --> 00:37:52.639
or service that you have, that reduces the fear tremendously.

597
00:37:53.880 --> 00:37:58.079
Very helpful. Thank you, no problem.

598
00:37:58.119 --> 00:38:02.800
So talking about here the auto repeer industry and those

599
00:38:02.840 --> 00:38:05.159
common complaints again is I don't know if I'm being

600
00:38:05.199 --> 00:38:08.960
sold something I don't need. I never know how long

601
00:38:09.000 --> 00:38:14.360
it'll take, the price keeps changing. Well, you know, let

602
00:38:14.440 --> 00:38:17.280
me show you how one auto repair shop converted these

603
00:38:17.320 --> 00:38:22.199
complaints into a position of market dominance. So they created

604
00:38:22.239 --> 00:38:27.920
what they call the Total Transparency System. And this addresses

605
00:38:27.960 --> 00:38:31.679
the problem is that I don't know if I'm if

606
00:38:31.719 --> 00:38:35.559
what I'm being sold is something I need. And so

607
00:38:36.239 --> 00:38:40.039
what they did is they had and by the way,

608
00:38:40.159 --> 00:38:42.960
I wanted to point something else out. All of these

609
00:38:43.000 --> 00:38:47.119
systems that I'm talking about, like the Total Transparency System

610
00:38:47.360 --> 00:38:51.199
and all these these names that these business owners have

611
00:38:51.239 --> 00:38:54.079
come up with, they should trademark these names.

612
00:38:54.079 --> 00:38:56.880
I don't believe any of them have been trademarked.

613
00:38:58.119 --> 00:39:01.719
And you know, when you come up with a name

614
00:39:02.559 --> 00:39:06.639
like total Transparency System and you put it out there

615
00:39:07.480 --> 00:39:13.280
and you repeat that same process with that name over

616
00:39:13.480 --> 00:39:16.639
and over again, that builds value in your company. That's

617
00:39:16.679 --> 00:39:21.639
proprietary to you. If you get a trademark for that name,

618
00:39:22.760 --> 00:39:27.119
and that builds value. That builds value in a company.

619
00:39:27.719 --> 00:39:32.000
When you have a trademark that like let's say Total

620
00:39:32.039 --> 00:39:35.920
Transparency System, that you've used over and over again, that

621
00:39:36.000 --> 00:39:41.480
a customer is familiar with, that solves a problem. Man,

622
00:39:41.559 --> 00:39:45.679
that's a valuable trademark. So you need you need. One

623
00:39:45.679 --> 00:39:47.480
of the things that I've noticed about a lot of

624
00:39:47.480 --> 00:39:50.599
these business owners that when I talk about this systems

625
00:39:50.639 --> 00:39:53.199
and the names that they have through a system is

626
00:39:53.280 --> 00:39:57.280
I don't believe any of them are trademarked, and so

627
00:39:57.360 --> 00:39:59.800
they really, they really should go out and trademark those.

628
00:40:01.119 --> 00:40:04.079
And if there's any business owners listening that has an

629
00:40:04.199 --> 00:40:07.239
actual system that they can name, even if that system

630
00:40:07.360 --> 00:40:10.000
is identical to your competitors, you have a name for it,

631
00:40:11.000 --> 00:40:16.199
and therefore you could build value with that trademark. But

632
00:40:16.559 --> 00:40:18.679
in the case of the auto repair, they created what

633
00:40:18.719 --> 00:40:22.880
they call the total Transparency system to address these I

634
00:40:22.920 --> 00:40:25.119
don't know if I'm being sold something I don't need.

635
00:40:25.639 --> 00:40:29.679
And they had video inspections, real time updates, they had

636
00:40:29.719 --> 00:40:37.159
all this photo documentation to show that the customer really

637
00:40:37.199 --> 00:40:43.159
needed it and so, and then there was a digital

638
00:40:43.480 --> 00:40:48.639
vehicle health record that they kept for the customer to

639
00:40:48.719 --> 00:40:52.760
show the history of the repairs and that would help

640
00:40:53.840 --> 00:40:57.199
help the customer understand that there was something that was needed,

641
00:40:57.280 --> 00:41:00.679
whether the vehicle has gone forty thousand miles, fifty thousand miles,

642
00:41:00.679 --> 00:41:04.280
whatever it is. But they didn't just show problems. They

643
00:41:04.320 --> 00:41:08.840
created an education system because they had a problem explanation video,

644
00:41:09.440 --> 00:41:15.000
they had repair priority guides, they had future maintenance forecasts.

645
00:41:15.239 --> 00:41:18.519
These are things that they would forecast as problems that

646
00:41:18.559 --> 00:41:22.239
will come up or that maintenance issues that come up

647
00:41:22.280 --> 00:41:25.719
in the future. And then they always had cost saving

648
00:41:25.800 --> 00:41:30.559
options associated with all those recommendations, and then of course

649
00:41:31.119 --> 00:41:36.000
they had a list of prevention plans to prevent or

650
00:41:36.800 --> 00:41:41.679
defer those repairs from being done. And their average repair

651
00:41:41.840 --> 00:41:46.760
order increased by sixty percent because customers trusted their recommendations.

652
00:41:48.000 --> 00:41:51.000
And in addition to that other complaint, the I never

653
00:41:51.119 --> 00:41:54.480
know how long it'll take issue, they developed what they

654
00:41:54.519 --> 00:42:03.400
called the time respect Promise, another opportunity to trademark. So

655
00:42:04.039 --> 00:42:08.800
here they would promise upfront completion times and when they

656
00:42:08.840 --> 00:42:12.119
didn't deliver, they would take ten percent off the price

657
00:42:12.840 --> 00:42:15.639
to pay for the extra time that they took and

658
00:42:15.719 --> 00:42:21.199
holding the waiting customer and you know, paying for that

659
00:42:21.320 --> 00:42:24.920
time that the customer had to wait. They also had

660
00:42:24.960 --> 00:42:29.119
status updates that they would provide by the by their iPhone.

661
00:42:29.719 --> 00:42:36.599
They had loaner vehicles options and then mobile service options

662
00:42:36.639 --> 00:42:39.599
as well, and they had express service lanes for people

663
00:42:39.599 --> 00:42:44.360
who really had to be faster, and they even added

664
00:42:44.440 --> 00:42:48.119
customer convenience options like pick up and delivery they actually

665
00:42:48.199 --> 00:42:55.039
picked up the vehicle and they had virtual consultations to

666
00:42:55.079 --> 00:42:58.760
accommodate it. When they picked up the vehicle, they had

667
00:42:58.800 --> 00:43:01.639
a mobile payment option so that you could you don't

668
00:43:01.679 --> 00:43:04.320
have to be there when you're paid, and then they

669
00:43:04.320 --> 00:43:09.320
had after hours drop off service. They also had weekend service,

670
00:43:09.360 --> 00:43:12.280
and their customer attention was eighty five percent because they

671
00:43:12.320 --> 00:43:18.199
made yeah, they made auto repair convenient and trustworthy. And

672
00:43:18.239 --> 00:43:24.800
so that's the the auto repair industry. Let me quickly

673
00:43:24.840 --> 00:43:28.280
look at another example. This is the real estate industry

674
00:43:29.360 --> 00:43:32.880
with these complaints dominate. I never know what's really happening

675
00:43:32.920 --> 00:43:37.719
with my transaction. That's a common complaint that customers have

676
00:43:38.039 --> 00:43:43.400
in the real estate market. My agent disappears after the sale,

677
00:43:44.280 --> 00:43:46.320
and I'm not sure if I'm getting the best price.

678
00:43:47.800 --> 00:43:51.719
So a real estate group created daily updates online progress

679
00:43:51.800 --> 00:43:57.559
tracking document, They documented explanation videos. They put together a

680
00:43:57.599 --> 00:44:02.199
whole timeline with dates a specific days, forecasting out what

681
00:44:02.280 --> 00:44:06.800
the process would look like. And then for the post sale,

682
00:44:07.679 --> 00:44:13.800
they developed lifetime real Estate care where they had annual

683
00:44:13.880 --> 00:44:18.719
market updates they provided so if you sold, if they

684
00:44:18.719 --> 00:44:22.280
sold a house for you, they would continuously update the

685
00:44:22.320 --> 00:44:25.639
market value of that house for you. They also had

686
00:44:25.719 --> 00:44:32.039
property value monitoring improvement recommendations, investment opportunities that they would offer,

687
00:44:33.280 --> 00:44:38.119
and they converted price concerns with their value assurance program.

688
00:44:38.920 --> 00:44:40.159
And so they had a market.

689
00:44:40.000 --> 00:44:46.039
Analysis of videos, they had pricing strategy meetings, negotiation planning,

690
00:44:46.639 --> 00:44:49.360
and a price guarantee system. Once again, there's been a

691
00:44:49.400 --> 00:44:52.039
lot of is if you heard this show today, you

692
00:44:52.119 --> 00:44:57.679
heard a lot of risk reversals and their average listening

693
00:44:57.800 --> 00:45:00.719
sold for an average of five percent more than because

694
00:45:00.760 --> 00:45:06.440
they turned common frustrations into systematic solutions. And so with that,

695
00:45:06.559 --> 00:45:09.239
I'd like to turn it back over to Chucky. Are

696
00:45:09.280 --> 00:45:10.360
there any compliments today?

697
00:45:10.440 --> 00:45:10.719
Chucky?

698
00:45:11.280 --> 00:45:16.119
Yes, there are so business complements segments. We know that

699
00:45:16.159 --> 00:45:19.840
this continues to resonate with business owners coast to coast.

700
00:45:20.400 --> 00:45:23.039
So there are four compliments that we have today. We'll

701
00:45:23.079 --> 00:45:27.079
start with Angela Divine. She is the founder and branding

702
00:45:27.119 --> 00:45:31.559
photographer of the Divine Group and Michael get This. They

703
00:45:31.599 --> 00:45:36.880
are a full service brand agency that connects captivating visuals

704
00:45:37.320 --> 00:45:43.360
with intentional messaging, and we really resonated with their headline

705
00:45:44.000 --> 00:45:51.480
we empower purposeful small businesses by crafting authentic marketing strategies

706
00:45:51.880 --> 00:45:56.239
that reflect your values and amplify your impact. That phrase

707
00:45:56.360 --> 00:46:02.119
amplify your impact is absolutely resonant, So kudos to Angela

708
00:46:02.199 --> 00:46:05.639
and team. The second business owner that we want to

709
00:46:05.719 --> 00:46:11.559
spotlights as part of business compliments is Aslon Hallier, the

710
00:46:11.639 --> 00:46:16.400
director of I REP Junk Removal and they're based in

711
00:46:16.480 --> 00:46:23.159
Texas and Michael, get this headline from Aslon, I recycle

712
00:46:23.280 --> 00:46:27.159
everything possible, to be a hero and to help save

713
00:46:27.239 --> 00:46:27.719
the world.

714
00:46:28.440 --> 00:46:32.480
Is that remarkable? That right? So you can learn more.

715
00:46:32.400 --> 00:46:37.320
About Aslon and team at IREP Junk Removal dot com.

716
00:46:37.920 --> 00:46:39.679
And by the way back to Angela, you can learn

717
00:46:39.719 --> 00:46:43.920
more about her at the Divinegroup dot co. The third

718
00:46:43.960 --> 00:46:49.760
business owner spotlight is Jaden Lyndner, the owner of University

719
00:46:49.840 --> 00:46:51.320
Made Services LLC.

720
00:46:52.880 --> 00:46:54.679
And this is inspiring.

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00:46:54.840 --> 00:46:59.599
Jaden is a graduate of the Florida Gulf Coast University

722
00:47:00.119 --> 00:47:06.159
Entrepreneurship Program and the team is licensed and ensured in

723
00:47:06.239 --> 00:47:07.639
Made Cleaning Services.

724
00:47:07.800 --> 00:47:11.119
And Michael, I think you might appreciate this headline.

725
00:47:11.280 --> 00:47:16.719
Hashtag don't settle for mess sot of a play on

726
00:47:16.800 --> 00:47:17.840
don't settle for less?

727
00:47:18.000 --> 00:47:21.320
Right, yeah, yeah, yeah yeah.

728
00:47:21.360 --> 00:47:25.000
You can learn more about Jada at Universitymaidservice dot com.

729
00:47:25.039 --> 00:47:28.119
And then last business owner the spotlight and today's segment

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00:47:28.199 --> 00:47:31.639
is Colin Kelly He is a president of Radical Estate Services.

731
00:47:32.039 --> 00:47:37.280
They're based in Pennsylvania and they offer environmental friendly junk

732
00:47:37.320 --> 00:47:43.440
removal services that prioritize recycling. In addition to that, they

733
00:47:43.519 --> 00:47:49.599
provide opportunities to donate your furniture to the less fortunate.

734
00:47:49.840 --> 00:47:51.760
So let me see if I can say that really quickly,

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00:47:52.039 --> 00:47:55.280
to donate your furniture to the less fortunate?

736
00:47:55.400 --> 00:47:55.920
How about that?

737
00:47:56.280 --> 00:48:01.440
So, look, Collins, this vision statement is really motivational. Here's

738
00:48:01.440 --> 00:48:06.480
what he says. I truly care about legacy overcurrency. You

739
00:48:06.519 --> 00:48:09.639
can learn more about calling a Radical Estate Services dot com.

740
00:48:09.639 --> 00:48:12.199
So with that, Michael, I'll toss it back over to you. Excellent,

741
00:48:12.239 --> 00:48:12.920
Thank you, Chokey.

742
00:48:13.039 --> 00:48:15.880
So let me give you a five step formula five

743
00:48:15.880 --> 00:48:19.280
identifying and solving customer complaints in your industry. So step

744
00:48:19.320 --> 00:48:23.840
one is complaint collection. Listen for these common phrases. Number

745
00:48:23.880 --> 00:48:29.480
one I hate when number two why can't they just three?

746
00:48:29.800 --> 00:48:35.239
The worst part is four I never know and five

747
00:48:35.480 --> 00:48:38.840
I wish they would. And step two is you have

748
00:48:38.920 --> 00:48:43.920
to prioritize them. So the rank the complaints based on frequency,

749
00:48:44.360 --> 00:48:49.199
emotional impact, the cost to the customer, the competitive opportunity,

750
00:48:49.519 --> 00:48:54.199
and the solution feasibility. And then Step three solution development.

751
00:48:54.320 --> 00:48:58.480
Create systems that number one solve the core problem, are

752
00:48:58.519 --> 00:49:03.159
easy to implement, can be guaranteed, create value, and build trust.

753
00:49:03.719 --> 00:49:08.719
And step four is service packaging. So build solutions into

754
00:49:08.800 --> 00:49:15.639
standard services, build solutions into premium packages, VIP programs, guarantee systems,

755
00:49:15.679 --> 00:49:20.239
look for risk reversals and loyalty rewards. And step five

756
00:49:20.559 --> 00:49:27.199
is market positioning. Communicate your solutions through problem acknowledgment, solution explanation,

757
00:49:27.719 --> 00:49:37.519
value demonstration, results, guarantees, customer testimonials, and utilizing the conversion formula. Remember,

758
00:49:38.119 --> 00:49:41.719
identify the problem the customer has and doesn't want along

759
00:49:41.719 --> 00:49:44.960
with your unique solution, and you will have a powerful

760
00:49:45.000 --> 00:49:51.679
message that sells and that your competition isn't doing. To

761
00:49:51.719 --> 00:49:54.800
get a copy of the book Powerful Business Strategies, simply

762
00:49:54.840 --> 00:49:59.199
go to our website. NEXTSTEPCFO dot net. It's totally complementary.

763
00:50:00.039 --> 00:50:03.440
Until next Monday at noon Eastern time for Chucky Obio.

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00:50:03.800 --> 00:50:07.159
My name is Michael Barberita. And remember, don't keep doing

765
00:50:07.679 --> 00:50:09.559
what your competition is doing.

766
00:50:11.760 --> 00:50:14.840
You have been listening to Powerful Business Strategies finding out

767
00:50:14.880 --> 00:50:18.519
that everything you ever learned about growing your business is wrong.

768
00:50:18.840 --> 00:50:22.000
Tune in next week and every week at noon Eastern

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00:50:22.079 --> 00:50:25.559
time on W four CY Radio with your host Michael

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00:50:25.559 --> 00:50:30.199
Barbarita of NeXTSTEP CFO and moderator Chucky Obio.