The Purpose of a Business: Create and Keep A Customer If You're In Business - Then growing your business is a goal and increased sales, revenue, and profits are the metrics you'll be using to measure your progress.  If you're happy to just kind of stay where you are or just "get by" there won't be much on this website to interest you.  That's because Exselleration is dedicated to doing more, doing it faster and doing it better than your competition. The basis for everything we do at Exselleration is a truth proclaimed by Peter Drucker....... every business owner and entrepreneur must understand.  It's a truth that will determine the health of your business and the prospects you have for reaching your vision.  Set goals, make plans, implement systems, invest capital, train your people, manage your client's expectations and deliver what you promise -- Do all of these things and more, but do them with these two basic, critical principles foremost.  Of course, your business will still need to do all of the things that are necessary to deliver your value to your customers.  But, as you do, keep in mind that everyone of those things are costs, necessary costs, but costs none-the-less. But when you innovate, when you make your business different, unique, better than your competition...now that's what will give your business the opportunity to really make money.  Oh, you can get clients and customers to pay for what you sell, but until your company is different than your competitors, it'll be hard to get them to pay what its worth.  If your company isn't any different  than the competition, it'll be their price that sets yours.  So make sure your product or service - YOUR COMPANY - is different, better and unique, because then it's you that sets the price, it's you that delivers the real value to the market.

Now you've innovated your company and what you sell, how you sell, and the way you service the customers after the sale is different, better and unique.  You spent untold hours, tons of effort and lots of money just so your competitors are forced to compete with you. But that big problem still exists - you still aren't making the sales, getting the business, making the money you should be making.  Your business is absolutely great, but.........!  So what's the problem now? Let me ask you a couple of questions:  "Did you tell all those prospects out there, in your marketplpace, how you're different, better and unique?" I don't mean did you say "We're better".  I mean did you tell them "why" your better?  Anyone can say we're better, but can you prove it, provide real evidence?  If you can and you did (which I doubt), how did you tell them?  Did they understand why you're better? Did you tell them how you delivered more value, what your systems are, what your training is like, how you chose the very best people, materials, processes and follow-up, follow-up, follow-up with every sale to make sure the client has gotten what you promised and understands how it works and what it does.  If you didn't then how in the dickens are your prospects going to know?  HOW WILL THEY KNOW IF YOU DON"T TELL THEM? What is the "perception" of what you do and how you do it, in the marketplace?  This is important because it's the perception that determines your ability to attract the kind of business, the kind of customers you want.  The perception is more important than the reality.  If the marketplace doesn't perceive value in what you deliver, they won't pay for it either.  If you want to be paid what your worth be sure that the marketplace's perception is in line with your value. Now how do you know what the perception of your company is in the marketplace? How do they build that perception? If you're working to grow, it's your marketing that delivers that message. How do your prospects learn about your company? Do you use billboards, radio, TV, magazines, yellowpages, pop-ups, websites, newspapers, seminars, or anyone of the 15 or 16 ways that you can contact and "talk to anyone of them?  Whichever one, or more you use, how did you chose it?  Did your prospects see it?  Did they read it?  What did they do After they read it?  What did you want them to do?

Big Problem - Your Marketing Doesn't Work What we hear, over and over, from the owners and managers of companies, that are trying to grow, is "we've spent precious dollars on advertising, direct mail and other tactical methods, to generate more business and what happened............NOTHING!"  This means that the return on the investment for the marketing progrqam, just wasn't acceptable. It just wasn't enough to justify investing more time and money. More often than not what we hear is "we're not spending any more money on marketing because it doesn't work". Even though marketing is the key to the success of every growing company on the planet, what every company does is go back to relying on referrals, networking and word of mouth to generate new leads.  What this should tell you is:   Your marketing strategy is......(oh, you don't have a marketing strategy). What you have is a series of tactical attempts at marketing without a defined strategy.  To overcome this problem your company's strategy must be about: "WHAT YOU SAY";  HOW YOU SAY IT"; and "WHO YOU SAY IT TO".  If after seeing, hearing, reading your marketing pieces your prospects aren't ready, they don't "WANT" to listen - then your marketing isn't working.  What we do at Exselleration is FIX that! Send for your own copy of our 2 CD audio book that tells you step by step how to develop and implement your own powerful marketing plan.  Send an email with your name, business name and mailing address to:  dshackelford@exselleration-llc.com or call 202 537 1388 Go Ahead and Ask For It -- After all Its FREE!