Is It Possible To Generate More Clients

And Make Money This Easily?

How To Go From Making $32 An Hour To Making Over $115,000 An Hour

If you would like to get a steady stream of clients to keep your shop filled with profitable appointments, week-after-week, month-after-month, even in a climate where other businesses are going under, then you need to make sure that you do this one thing right for sure.

What is that one thing you ask? It’s positioning. More about that in a minute…

But before we get into positioning we need to get clear of where things are right now and why you need to focus on positioning. Everything in the marketplace is about positioning.

There are hundreds of companies that make computers and phones, but what makes Apple so successful?

There are hundreds and thousands of candy makers, but what makes Godiva super successful in the confectionery category?

There are tens of thousands of coffee shops around the world, but what makes Starbucks enter this already saturated market and dominate it a few short years later?

One of their key ingredient to their success if their “Positioning.”

Every single day in your given category, there are tens and even hundreds of competitors, but what can you do to “Own” that market and dominate it in a short time?

It’s an early cold January weekday morning at Washington D.C at the L. Enfant Plaza station. The station is just getting busy around 7:30 am with the all the professionals, financial and political pundits and mid-level managers, who are either getting on or off the metro to start yet another work day.

A regular guy wearing jeans and T-shirt and a baseball cap, enters the station and makes his way thru the crowds to the main lobby area in the station. When he finds a spot surrounded by people either coming or going, he puts down his violin case and takes out his violin and gently slides the open case in front of him. Just when he is about to start playing violin he does something remarkable.

He puts his hand in his right pocket and takes out a few crumpled dollar bills and then drops them in the open case in front of him – seeding his case. (This is a very important part of the process).

When appealing to the masses, you will have to initially seed your request. No one wants to be first and stand out like a sore thumb. When put in a newer/strange surrounding, people generally watch what other people do and then they respond in the similar fashion.

This man’s priming the case with a few dollar bills basically told people that they would not be out of line if they were to put in a few bucks of their own in the open case.

His inconspicuous set up went quite unnoticed by the fellow commuters. After all this is Washington D.C. and just like Los Angeles or any major metro, it is brimming with talented people looking for that lucky break and a chance of being discovered.

Another lesson in this is that in today’s connected world, if you have a talent that you want to showcase it, one of the best places to do that using online social media networks like Facebook, YouTube, Pinterest and the likes. Masses of people go to these places to socialize and to be entertained and in the process discover something amusing before their friends do, so they can share it on their wall.

Anyways back to the story. Our friend street musician friend starts playing “Chaconne” from John Sebastian Bach’s No 2. Most classical music enthusiasts know that this piece is one of the hardest pieces to play. However our talented friend has no problems playing this piece.

Just like anywhere else, people who were within a earshot from him, went about their business. They just could not be bothered. It would be 63 people who passed by before anyone even seemed to notice this person playing violin masterfully.

He played for full 43 minutes, playing one classical piece after another in a seemingly effortless manner. And upon completion of his last piece, the musician friend Joshua Bell, leaned over his open case to gather up his sporadic earnings from his morning performance, and proceeded to count them. Over a thousand people would have passed him by during his 43 minute performance, and his earning for this session was a meager $32.17.

What you should also know is that this same musician just a couple of days later had brought in over $115,000 for a hours performance, at Boston Symphony Hall.

For the aficionados of the classical music world, Joshua Bell is no stranger to them. He is an internationally renowned virtuoso, who performs to sell out crowds of thousands. People typically pay hundreds of dollars to watch him perform live in exotic locations all over the world.

So my question is, how is it that the same person playing the same music using the same $3.2 million dollar violin went from bringing in $50 dollars an hour to over $115,000 an hour in a matter of days.

Here is how this relates to you. The question you must be asking is, “Why is it that some businesses enjoy remarkable success and record profits and tremendous accolades, while their competitors with similar quality of products are struggling to survive?”

This social experiment was conducted by Washington Post a few years back and it revealed the power of positioning. With the right type of positioning, Joshua went from making $32 dollars to over $115,000. Same musician, same instruments but completely different positioning.

Now go back and take another good look at Starbucks, Godiva Chocolates, Apple and Tiffany. You will see it now in a whole new light. The secret to their success is how they went about positioning themselves in the marketplace and into the annals of history.

So what is positioning?

Positioning is the underlying framework that was put in place deliberately, diligently and meticulously to present your business in the best possible light, thereby gaining top of mind awareness in your clients mind, and in the process, becoming the first, the obvious and the most logical and trusted choice to business with.

The advantages of Positioning:

With proper positioning on your side, you can:

1. Stand out with your product or service offering

2. Can differentiate in an over-crowded marketplace

3. Can send a clear signal to your target market amongst all the marketing noise

4. You can leverage your competitors weakness to your advantage

5. Even re-position a previously unnoticed product or service

6. You can play to your strengths

7. You can get over the price barrier and gracefully exit out of the race to the bottom

8. You can leverage today’s trends and current events to make your brand a whole lot stronger.

So how can you as an small business owner come to take advantage of positioning? Well it’s a process not an event. It begins with a commitment to work the process and stay on track even when you don’t see the results in the first few initial months. It’s a rule of nature. Everything good takes time to grow. “To create the olive, the king of all trees, a hundred years is required yet an onion plant is old in nine weeks,” said Og Mandino.

The key elements to creating transformational positioning:

1. Solid battle tested game plan.

2. Unwavering commitment to stay the course.

3. Commitment to Excellence in all aspects.

4. Delivering above and beyond performance every time. No Exceptions

5. Having the clients best interest at heart, even if it means reduced profits in the interim.

6. Create every marketing collateral with one thing in mind. It has to create a sense of TRUST and RESPECT.

7. Solicit help in areas where you are not very clear about the sense of direction.

If you want to discuss your particular business and learn how you can save money and increase profits, by designing and implementing effective Positioning Strategy, please feel free to call Soumil at 214-600-7401 and leave a message.