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What Business Are You In?

Table of Contents:
1. Welcome and a New Feature
2. What business are you in?

1. Welcome

Glad to be back with you again. These are exciting times if you are an entrepreneur in the construction business, or any business for that matter. In this issue I want you to think closely about what business you are really in. And for you visual learners, I have added a new feature. You are now reading this newsletter in its original format.

Enjoy this issue.

2. What business are you really in?

So you think you are a contractor, developer, builder or materials supplier. Oh, you aren't a contractor? That's right, you are an insurance specialist, real estate broker, consultant or marine biologist. Regardless of what you call yourself or what business the rest of the world thinks you are in, I'll bet when you really think about it, none of the above really fits.

No matter what is printed on your business card or what is stenciled on the sign hanging in front of your office, the reality is that you are not in any of those businesses.

I would like you to reconsider the purpose of your enterprise. I want you to change the mindset you have about what you do for a living. You might be the most qualified technical expert in your industry. You might be the most efficient manager of people and resources. You may even be your industry's most productive salesperson. But when it comes right down to it, what business are you really in?

I suggest that you are in the marketing business. Later, I will tell you the 3 primary ways I use to market my company and services. For now, understand that every lead, every sale, every award-winning project you perform came because of some type of promotional effort of your enterprise. Even if 100% of your business comes from referrals, that in itself is a promotional strategy.

Without marketing and promotion of your enterprise, there was no phone call to your office that led to any of the above accomplishments, much less the project itself. Without marketing and promotion, you had no sales lead to pursue. Without marketing and promotion, you have a ZERO closing ratio. Without marketing and promotion, no one on the face of this planet knows a thing about what you do or who you do it for.

Sometimes, we get caught up in all of the hoopla about what we do for a living and we attach too much of our self-worth to this professional title we give ourselves. (By the way, that self-worth thing is a whole seminar in itself) In any case, a simple mind-shift, a simple reset of the purpose of our enterprise can create a huge jump in revenues and profit.

Every day, you must market and promote your business, your services, or yourself in order to see the results in the future. The services you render, the projects you design and build are all a by-product of your marketing and promotion efforts.

The really great news is that there are bazillions of ways to market and promote yourself and your company. The strategies you employ can fit your personality and can attract the right customers to your store.

I have just released a new book that has at least 101 ways to promote yourself. It is called 101 Power Strategies; Tools to Promote Yourself as The Contractor of Choice. Some of these ways you know. Other strategies may be new to you. Some ways are adaptations from other industries. In all cases, I have attempted to suggest low or no cost methods. And the methods must be easy to implement. And most of all, the strategies must result in additional sales for you, which in turn means more money. Order your copy at http://www.ContractorOfChoice.com/101powerstrategies.htm

By the way, I have just used strategy #12 (be shameless) in an electronic newsletter (strategy # 48). That wasn't so bad, was it?

As promised, the three primary ways I use to market my speaking, consulting and training services are as follows:

1. Every month I write professional and personal development articles for magazines all around the country. I like to write and this is an easy strategy for me. Currently, almost 2 million eyeballs see my material every month.

2. I send a free email newsletter to my clients, colleagues and interested folks about twice a month. I offer a legitimate tip or two and try my best to give real value for the time my readers spend on this email.

3. I give two free speeches a month to associations, organizations or companies that I know will benefit from my experience and that I know are in my niche market. This one strategy alone has resulted in consulting contracts and more paid speeches. And the really great thing is that I love to do it. I am not bragging, but if you have heard my speeches, you know I really get into it. I love it.

The point is that I have specific strategies that I do every month. It is part of my routine and it reaps benefits. What are your three primary marketing strategies? At least find one that works and keep doing it over and over and over. Then add something else to your arsenal. The repetitiveness alone will bring you more business and keep you in the mindset of being a marketing and promotion machine. If you need ideas, order the book.

http://www.ContractorOfChoice.com/101powerstrategies.htm

August 3, 2001

Paul Montelongo

"America's Construction Industry Motivator"

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"101 Power Strategies"
101 "low-cost" and "no-cost" proven strategies in this 144-page guide. Explode your construction business to the next level and MAKE MORE MONEY!