The Seven Energy Characteristics

The Seven Energy Characteristics
Bill Gallagher, Ph.D.
1-800-800-8086

1. Act with belief in your ability to succeed. Know that you have a right to be successful, that you can and will succeed.

2. Act with a significant other. Working with another person creates ten times more success energy than working alone.

3. Act with a strategy, a plan. Set out how you're going to fulfill your goals, how are you going to go about helping others fulfill their wants and needs.

4. Act with a set of uncompromising principles. Fair, Care , Share. . . Acceptance, Trust, Service. . . Love, Health, Peace. . .

5. Act with your "problems" your fears. Accept them and get on with your life.

6. Act with health. Eat good food. Exercise 20 minutes every day. Drink 8 glasses of water daily. You've heard all of this before. JUST DO IT!

7. Act with a higher purpose. You may call this God, a Higher Power, or Mother Nature. Belief in God will strengthen you as it always has strengthened others.

Sacramento Business Journal, Media & Marketing May 16, 1997

From: http://www.bizjournals.com/sacramento/stories/1997/05/19/newscolumn1.html?page=2

Friday, May 16, 1997
Media & Marketing
Subcontractor to sue for payment over Caltrans deal
Sacramento Business Journal - by Mark Larson

Off to camp: Mark June 6 in your calendars. It's the fourth annual Marketing Boot Camp, hosted by the Business Journal and the Sacramento chapter of the American Marketing Association. The full-day event will feature presentations from three local marketing success stories; an introduction to "guerrilla marketing" by Business Journal contributor Bill Gallagher; and experts talking on strategy, planning, sales, advertising and public relations, and marketing on the Internet. It'll be held at the Sacramento Hilton and registration will cost from $69 to $99 per person. Call 753-1127 for more information.

Learn from Ford's big mistake

From: http://www.bizjournals.com/sacramento/stories/1997/03/03/smallb6.html

Friday, February 28, 1997

Learn from Ford's big mistake
Sacramento Business Journal - by Bill Gallagher

Many years ago, the huge Ford Motor Co. made a huge marketing goof. The goof was so enormous that even though you may not have been alive at time, chances are you have heard about the infamous Edsel.

Many people think the car bombed because of its design. Not so. While the central design theme was somewhat bizarre -- the car looked a bit as if it were some kind of giant fish sucking on a lemon -- the look wasn't the source of the debacle. It was the marketing.

As the story goes, from the CEO's office down came the word, "We want a car with something for everyone, the Edsel." Obediently, marketing ordered lots of models with lots of prices. More than 20 models were designed, from four-door sedans to racy sports models, each sucking that lemon and all headed for disaster.

Something for everyone -- lots of models with lots of prices -- spells a very negative marketing kismet.

Let's contrast this gloom and doom with a success story. A Ford success. A huge Ford success. Did I say huge? Bigger than huge. Enormous. Gigantic. And years later, still going. I speak, of course, of the Mustang.

The success was due to a tightly focused sales campaign, what we call today "target marketing."

The defined, or targeted, market was:

1. "Young," meaning age 20 to 30.

2. "Second family car," meaning age 30 to 50.

The model was positioned as easy to handle and uncomplicated. Thus, everyone knew what a Mustang was and who was supposed to buy it. They did, in droves.

The Mustang's popularity started with a very narrow target market, the young and the "young at heart." It was designed for the wants and needs of this market alone. Ford knew the market wanted an uncomplicated car that was easy to handle.

Some of you may recall that a few years later, Ford decided to widen the Mustang offering. Sales, of course, dipped.

Loss of targeted marketing focus usually means a loss in sales. We in smaller businesses must learn lessons from the big guys. They can afford to make mistakes here and there, but we can't.

A final word or so: Find out who wants or needs your products or services the most. Set up all your efforts to that small slice of North America. Later we can target another marketing segment.

Bill Gallagher is head of Guerrilla Sales & Marketing in Diamond Springs and co-author of "Guerrilla Selling." For more information on the topics and ideas in this column, call (800) 800-8086 or send e-mail to bguerrilla@aol.com.

Know the when and why of following up with customers

From: http://www.bizjournals.com/sacramento/stories/1997/02/10/smallb3.html

Friday, February 7, 1997

Know the when and why of following up with customers
Sacramento Business Journal - by Bill Gallagher

We've been exploring some no-cost marketing tips that will have a big impact on your small business. Keep in mind that by definition, a small business is one with annual sales of less than $5 million. That covers a lot of North American firms.

I focus on these businesses because there are so many of them; nearly a million of them start up every year. Two out of three will be out of business in less than five years. The biggest problem is poor attention to sales and marketing. That's where I come in.

A technique not always understood by some is called "follow-up." Everybody knows that you need to follow up with your customers, but when? And why? Let's start with why.

The first purpose of following up is to make sure that what the customer bought was delivered. This may appear to be an oversimplification, but I remind you that the No. 1 complaint of all American consumers continues to be that the experience they thought they were going to have at an establishment didn't match what they found.

Said another way, what they thought they ordered wasn't delivered.

Okay, so you're going to follow up with your customers. When is the best time to do this? Upon delivery, just to make sure everything's fine.

The second reason to follow up -- and the second follow-up -- is to get referrals. When is the best time to do this?

The answer is within 30 days after delivery. In marketing circles, this time is called the Time of Supreme Customer Satisfaction. You show up and say something like, "How are you enjoying your new whatever?" and "If you were me, who would you call on next?"

Often, they'll tell you about a friend who had admired the new whatever.

On a similar subject, studies have shown over and over again that the more contact time you spend with customers, the more loyalty they will have for you and your services. Were not talking about building friendships; we're talking about more contact time for business relationships.

One excellent way to do this is to more deeply explore the customer needs relative to your firm. First-level needs are rarely the whole story. There are probably more profound and meaningful subconscious needs underneath that first look. When you spend enough time with your customers to find out their emotional needs and feelings about your products, you'll usually have a customer for life.

Here's another generally unsuspected customer relationship tip. Your enthusiasm for your profession and your unique approach will win you more customers. Let all of us know how happy you are to be in your particular business. Remember we're all in the problem-solving, people-pleaser business.

Bill Gallagher is head of Guerrilla Sales & Marketing in Diamond Springs and co-author of "Guerrilla Selling." For more information on the topics and ideas in this column, call (800) 800-8086 or send e-mail to bguerrilla@aol.com. If you have a marketing question, send it to The Business Journal, 1401 21st St., Sacramento 95814.

Say hello to happier customers

From: http://www.bizjournals.com/sacramento/stories/1997/02/03/smallb10.html

Friday, January 31, 1997

Say hello to happier customers
Sacramento Business Journal - by Bill Gallagher

We've been looking at a lot of miscellaneous no-cost and low-cost marketing tips. Here are some more. They deal with how you say hello and goodbye, in person and on the telephone.

When someone comes into your store or office, what do you or your staff say? Instead of "Can I help you?" try out something like, "Hi, have you ever been in our store or used our services before?" or "Good morning, are you a current client?"

No matter what they say, you respond with, "Great! Did you know that this week we have a special on ...?" Answer. "Would you like some information on that?"

On the telephone you might use, "Hello, this is Mary with Acme Construction, where you can always get what you really want." (This last phrase is Acme's slogan. It appears everywhere, on its stationery, on its invoices, everywhere.)

You continue, "Are you a current customer?" Following the answer, you say, "Great! Did you know that this month we have a special on ...? Answer. "Would you like some information on that?"

When you end the conversation, say something like: "I hope to see you soon." Avoid "Have a nice day." While it's a pleasant message, overuse has made it ring hollow to most of us.

Now there are many exceptions to these suggestions, I know, but I'm sure that you get my drift. The idea is to be helpful and, most importantly, original. With a new, fresh approach you'll be much more likely to be heard.

Overall, your firm's general phone demeanor is critical. No matter what words are used, if they sound like, "Wadda ya want?" you're in trouble. I ask clients to put a small mirror near the base of the phone so that they can see how they look. Add some red colored tape or lipstick to the mirror in the shape of a smile. This reminds them to smile while answering the phone. That smile can be heard.

Try smiling, turn to someone else or to the mirror and say something negative and nasty. It just doesn't work out, does it? Go ahead, try it.

How neat and tidy are you and your delivery people? For many firms, the delivery person is the primary contact person with customers. His or her appearance is often overlooked, but critical. Most of us think that if you're that way with your truck, car, briefcase or dress, you're likely to be that way with us.

Bill Gallagher is head of Guerrilla Sales & Marketing in Diamond Springs and co-author of "Guerrilla Selling." For more information on the topics and ideas in this column, call (800) 800-8086 or send e-mail to bguerrilla@aol.com.

Overlooked marketing tools

From: http://www.bizjournals.com/sacramento/stories/1997/01/27/smallb3.html

Friday, January 24, 1997

Overlooked marketing tools
Sacramento Business Journal - by Bill "Guerrilla" Gallagher, Ph.D.

We've been going through the list of more than 100 marketing tools presented in this column a couple of weeks ago. Today we look at tools that aren't often recognized as a part of marketing. But they are!

The good news is that most of them will cost you nada, nothing, zip ... from what you already are paying. And they're as powerful as any of the high-powered, high-priced advertising someone's trying to talk you into spending!

• You probably never thought of your business card as a marketing tool, but it is. In fact, it's one of your most important marketing tools. You see, if your name, logo and slogan were completely clear to your potential customers, you wouldn't have such a need for that expensive brochure we talked about a few weeks back. Toss your cards around at public events, like sports events and conferences.

• Is the packaging for your products or services hip? Do your stationery and, yes, your invoices convey your marketing message?

I like to see an invoice set up like a menu in a fancy restaurant. List the seven top products you sell -- your "specials" -- and have a space for "other." This way I get to see your top seven, which can change often. Maybe I'm in the market for one or two of these and I didn't even know you sold them!

• Have you considered holding a contest? How about an essay contest, written by high school seniors, judged by the city council or county supervisors, on "What's Great About America Today?" You'll get written up in all the local press and radio and TV media. The prize might be a trip somewhere with a co-sponsorship from your favorite travel agency.

• What about a roadside stand? Why not? Have you thought about gift baskets? No business that I know of cannot use gift baskets. An accountant friend of mine sends fruit, cheese and a certificate for two hours of financial consulting.

• When is the last time you've checked out your audio-visual aids? Are they working for you? Digital presentations are here. So is the video brochure. What's a video brochure? It's very much like its written counterpart except it has sound and it moves. Since it more closely mirrors reality, it also has the potential to move your prospective customer.

Is there a way your expertise could be captured on an audio tape or videocassette? No matter what you do, from plumber to attorney, from gift basket creator to property manager, I suspect you could have another "profit center" and/or a great marketing piece by taping a cassette with you as an "expert" in the field.

• Do you ever need to put telephone callers on "hold"? Give them some more information about your firm by using "marketing on hold." Firms abound that will make a tape loop for you.

• Does the decor of your office reflect the identity of your firm and your target market's taste? If not, change it.

• What about your business attire and that of your employees? Again, does it reflect your customers' preferences? This and your decor are more important than you may realize. Remember the power of first impressions. Remember how judgmental you are at times. Your customers are not much different.

• Do you have a few different gifts like pens, calendars or key chains with your firm's name and phone number on them? Put these "ad specialties" one at a time into proposals, thank-you notes and the like. They are bulky, which will always get your envelope opened. Your name will be seen again and again. Each one is one more message to the subconscious, where all buying decisions are made.

• You may not believe this, but matchbook advertising still works for the "can you draw this" art school and the "high school diploma by mail" people. It's still working for hundreds of others as well.

Create something new and unusual for a matchbook cover with your message on the inside. People will take them -- not only the 20 million of us who still smoke, but nonsmokers too.

Put them inside your next mailing with a PS saying "Here's something to help keep you warm through these long winter nights!"

Bill Gallagher is head of Guerrilla Sales & Marketing in Diamond Springs and co-author of "Guerrilla Selling." For more information on the topics and ideas in this column, call (800) 800-8086 or send e-mail to bguerrilla@aol.com.

Make names work for you

From: http://www.bizjournals.com/sacramento/stories/1997/01/20/smallb1.html

Friday, January 17, 1997

Make names work for you
Sacramento Business Journal - by Bill "Guerrilla" Gallagher, Ph.D.

Last week we gave you the list of more than 100 guerrilla sales and marketing tools. Remember more than half of them will not cost you anything. This week let's see how they work. Specifically, we'll talk about the Critical Identity Statement portrayed in the company name.

I have a client named Luigi who owns a European-style bakery and a cafeteria-style cafe. The bakery is doing fine. His lunch business is great. He now wants to expand his dinner business. Is Cafe Luigi a good name for a dinner restaurant? No. Do we ever go to a bakery for dinner? No.

His desire to get more dinner customers requires him to shift his Critical Identity Statement, his business name. As I've said in earlier columns, Jiffy Lube is a great name because it tells me exactly what they do, it implies a bargain, and it spells out a benefit to me, quick!

What Critical Identity Statement will give my client all this?

Simple answers are often the best: "Luigi's." To my ear, that sounds like a European place. Loyal customers all know the name. New dinner customers won't be put off by the limiting words "bakery" and "cafe." Now chef Luigi can have any food business he wants, provided it's European style.

Luigi's can profit by accentuating his European identity. Here in North America we still admire Europe a lot. European spas, European cosmetics, and European food all get our attention.

Do you know that Haagen-D...zs ice cream has nothing but its odd name (not found in any recognizable European language) to imply that it's European? Not only that, it's made in New Jersey.

If "Der Wienerschnitzel" really were German, it would be "Das Wienerschnitzel," and Wienerschnitzel has absolutely nothing to do with hot dogs! A Wienerschnitzel is a breaded veal cutlet prepared in the Vienna style.

Names are funny. After World War II, another client's father started an office furniture business in Manhattan. He named his firm Consumer-Ennis. "Ennis" in the 1940s, was used by many firms in the same way "Rama" (Furniture-Rama) was used in the 1960s and "Land" (Furniture-Land) in the 1980s. The 1990s equivalent appears to be " '' Stuff" or " 'R' Us" (Furniture '' Stuff or, maybe, Furniture 'R' Us?)

We changed the store's name to The Office Furniture Outlet. The slogan, colors, logo and everything else followed that name change. Business is up 400 percent! (Yes, they kept a Consumer-Ennis ad in the yellow pages for a while.)

Check out your Critical Identity Statement. Is it clear to all of us exactly what you do?

Bill Gallagher is head of Guerrilla Sales & Marketing in Diamond Springs and co-author of "Guerrilla Selling." For more information on the topics and ideas in this column, call (800) 800-8086 or send e-mail to bguerrilla@aol.com.