An entrepreneur's guide to getting noticed in a noisy market

Ask a shoe salesman what he is selling and he will probably say "Shoes". You may be able to hang out if that's all you're selling, but if a couple other shoe stores open next door, the guy better find a better answer.

I read somewhere that a guy asked Rolex president Andre Heiniger, "So how's the watch business going?" Heiniger said "I have no idea." The guy said, "What are you talking about? You're the president of Rolex." Heiniger replied: "Rolex is not in the watch business. Rolex is in the LUXURY business."

You must know what you are really selling!

It is no coincidence that many of the car companies put models on the hood of their cars. They know what they are selling ... And they don't need models to do it.

Let's say you're in the business of selling some ugly brown liquid. How would you do it? One company does it with paintings of gondolas in Venice, the gondolier enjoying a cup of coffee in sensual ways as he glides down the canal. What are they selling? They are selling escape, romance, adventure ...

It's still an ugly brown liquid!

Another company sells it with a guy named Juan Valdez and a donkey. Another company sells a different ugly brown liquid by making Michael Jackson, Madonna, Britney Spears and Shakira shake up their assets on television. They sell youth, enthusiasm, a new generation, as their main competitor was already established first, more than a hundred years ago, as the "Real Thing".

In many beer commercials you see young "beautiful people" dancing at parties having the time of their lives ... They are selling fun, good time.

And so the ugly brown liquids are sold!

Ask yourself. What are you really selling? Escape? Youth? Funny? Hope? Relief? Comfort? Security? Freedom? If you don't know what you are selling, how can you sell it? Once you have the right WHAT, the HOW is EASY.

Don't wear two hats

Have you ever shown up at a business function saying "I'm here with two hats today"? I listen to that a lot. To your audience, that sounds like:

"Hi, I'm a rocket scientist and I sell gift baskets on the side ..."

Do not say that! Pick one and use it!

I know it is tempting. You think we'll be more impressed if we see the full range of your many talents. We will not. YOU don't just have to know what you're selling, we do too, https://www.moneyforwatches.co.uk/.

Author's Bio: 

Another company sells it with a guy named Juan Valdez and a donkey. Another company sells a different ugly brown liquid by making Michael Jackson.