Neil Hernandez's Blog

GUOYA

Years ago I attended a sales training from a very prominent sales trainer. The speaker said the key to sales success was G-U-O-Y-A. "Get Up off Your A**". He has seem many of sales people and businesses his entire let themselves die. He's seen someone spend tens of thousands of dollars spend money to open up a business, have the grand opening, and then just sit there and complain for months as no one walks in the business. Only to see the business slowly die - and all of their investment - without once talking to their neighbors. If I were him, I would have introduced myself to every business within a mile, find out their needs  and hand out grand opening specials.

Marketing guru, Dan Kennedy tells us a story of a Chiropractor who opened up a new business in an area flooded already with similar businesses. So, a month prior to the opening of the store he went door to door to everyone around his business introduced himself, found out about their health needs, and marketed himself. When he opened his doors, he always had an ample amount of business and soon exceeding his competitors around him. His secret? GUOYA!

Have you ever heard of an African-Canadian?

Have you ever heard of an African Canadian or an Asian Canadian or an Hispanic Canadian? No! In Canada they call themselves Canadians. Yet here in America some of us like to label people here with terms such as African American, Asian American, Native American, Gay American, White American, or the lastest and craziest one I've heard Uglo American (Ugly Americans). I refuse to do that. To me, if you are from America, then you are an American, period. It's not to say people are different. People are different. But I'm not going to view American as separate groups.

Image in Marketing Message

Dan Kennedy, the marketing guru talks about how he was helping a chiropractor in his business. He was very good at setting up new appointments with clients, but the problem was that his no show rate was incredulous. He would book appointments, but too many people no-showed. Kennedy found out that this chiropractor had his business located in a relatively new but his business was located in a far out of the way wing and thus rarely had much cars in the parking lot. Plus, he would get his staff to park in the back of the business. What was wrong? You see, people like the impression that you are successful and busy, whether it is conscious or not. When they approached his business and saw a carless lot, they simply drove away. To remedy this situation, Kennedy simply recommended that he moved his car and his staffs car in front of the lot and then rented a Cadillac to sit in the front. His no-show rate declined dramatically.

Likewise, we can all show the appearance of success in your business. Things like cleanliness, orderliness, consistency, and changing simple things can all have a dramatic impact in your business. How consistent and presented is your website? How about the appearance and attitude of your frontline staff? Can you make the small changes and increase you appearance of success?