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The Secret Behind Your Competitor’s Success

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There’re fewer things more frustrating than seeing someone less experienced than you, with less knowledge, less integrity and less savvy than you succeeding wildly. ESPECIALLY when you (and they) are going after the same market of clients, customers, or patients. MOST ESPECIALLY when you see them making money hand over fist and that reality is not yet true for you. 

Yet.  (Keep reading for the real solution to this frustration.) 

I have much to say about this.  First, In “mass opinion” I AM one of these such “dark horses” in the business industry. I’m one of those that has never paid to publish a book.  (I’ve been paid to write several.) I’m a speaker who has never paid for media attention.  I’m an expert who isn’t doing what “they” are doing.  Yet, I would honestly and cheerfully stack my profit percentages against that of most better known “gurus” and have the bigger stack. Not in EVERY case, of course.  But in  a lot. 
 
I don’t say this to brag. I say this to encourage. Look at me for even the briefest of seconds and you’ll see what can ONLY be described as a very average woman.  I am flawed, UNremarkable in every way, inconsistent.   I make many mistakes.  As a wife, mother, woman and — of course — business owner. 
 
Yet, by most standards, my “little business” is a wild success.  
 
So, I’ve both been the one causing others to scratch their heads and say, “WHAT in the world?”   And I’ve certainly been the one scratching MY head and thinking, “WHAT???  They’re BUYING that?  From HIM?”  
 
Here’s what TYPICALLY happens when we see a business owner who is succeeding wildly while we struggle:  We watch them.  We follow their gurus.  We covet and copy their media and marketing strategies. We look for SECRETS they (must) have… in pricing, packaging, website design, etc.  
We do this because we can’t fathom the TRUTH about what we REALLY need to change.   

We can’t fathom that the difference is NOT in how we do business, but in how we THINK about business.

Look at ANY wildly and consistently profitable business and you’ll see:
  • a MYRIAD of products, services, price points, social media platforms used, website designs, bio templates and bait offers.
  • people with large teams, small teams and no team.
  • those with virtual businesses and those with brick and mortar establishments.
  • those who pay six figures a month in marketing initiatives and those who pay nothing.
  • those with advanced college degrees and those lacking even a high school diploma.

Basically, you’ll see a million differences.  But, you’ll see a FEW things they all have in common:

  • How they think about business.

They’re relentless, curious, driven and most of all, focused. Business isn’t about world peace for them.  It’s not about their self esteem, their ego, or their image.  It’s about their bottom line.  They MEASURE anything with a number and demand profit.

  • How they think about marketing.

Marketing isn’t about branding in the minds of the most profitable. It’s about generating ideal leads. But most of all, marketing isn’t something you do once… and it’s not something you hope to quit doing “one day.” Marketing is a way of life. It may have a beginning, but no end.  Marketing is a conversation… a romance… a relationship.  The MOST profitable enjoy it… and weave it into everything else they do.  Marketing also has a second, equally important function (after generating leads.) It  prepares leads to make a buying decision.

  • How they think about sales.

Sales for the most profitable is simply the means of consummating a new client relationship.  They don’t get a new client to make a sale… they make a sale to get a new client. This is a huge  difference. It changes EVERYTHING — from your marketing to your product or service menu to your pricing strategy.

As Jon Taffer of BAR RESCUE says, “I can’t just change what they do.  I have to change how they think.”

I’m loosely considering offering a program about the very practical mental strategies that lead to amazing business breakthroughs… Practical distinctions that make business easier, simpler and more profitable. Email me if you’d be interested in something like this. Michelle (at) bmichellepippin dot com.

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