Are you rowing or sailing your business?

“So, did you get 100 referrals?” Colleague asked. I replied honestly “A potential worth of at least 100 thousand in business done”. Sigh of contentment. A group of us business people were basking in the afterglow of a powerful business-matching session, thrilled by the results. But you know what? We wanted differing outcomes, according to our particular business strategies.

Colleague is an internet marketer who engages in automated strategies attracting hundreds and thousands to buy from websites instantly. For him the number of transactions is the end result that leads to high profitability. Automation enables sailing through quality delivery of high volumes, and that is his brand’s value offering.

I am a Consultant-Trainer who looks for a few select transactions that deliver high value. The buying is not immediate and needs to be thought through. Quite honestly, receiving 100 referrals would have overwhelmed me. I would have had to either dilute (by outsourcing) or refuse some of them. Why? Because my brand’s value offering is the unique strategy that is carefully designed for each client to position their brand apart from competitors and involves analysis, intellectual property and not repetition. Quantity reduces my profits if the quality cannot be achieved.

Colleague and I belong to a 25-year old international referral organization BNI known to be the best of its kind. That’s because its focus is on members giving each other referrals based on credible relationships. It is a marketing platform that creates a pipeline of business (which means pleasantly sailing caressed and driven by the wind) and not a sales station (which means constantly rowing to keep going).

What’s the cutting difference? Branding is a marketing strategy. Marketing drives sustainable sales that ensure high profitability in the long term. Sales strategies outside of marketing plans result in an aerobic puff-and-pant rowboat effort that needs to be kept up and often results in burn-out, high staff turnovers and quick-changes that dilute brand offerings, just to stay in business.

Both Colleague and I rely on strategic marketing plans which promote our brands, cost little to design but result in high profitability when they are implemented well. They enable us to allow the seasonal winds to move us on track towards anchoring at the harbors of our business goals. What’s your branding strategy doing for YOU?

To get tips on how to strategize your business for more profits, call (603) 21697704. I'd be glad to offer suggestions on how you could fine-tune what you are doing at the moment, so that you get the levels of profitability that you want for your business.

BRING ME THE BRAND, I'LL INCREASE ITS PROFITS!