From Terry. . . Good advice, as usual!

Hi Sensei,

In the world of combat and martial arts a known strategy is to show something and then take it away. For example, in classical martial arts, a savvy practitioner may show an opening or possible weakness to get the opponent to react and attack to that specific area. This strategy works because once you know what a person is going to do, it is easy to set up successful actions or counter attacks. This is the basis of the ambush and has been effectively used for centuries.

One such example would be to practice over and over again an instantaneous high block and counter to a high degree where it would be almost impossible to stop it once it was implemented. The next thing would be to "set up" your opponent by leaving an opening by maybe dropping your guard thus baiting the high attack. As soon as you see movement, you know where the attack is heading and a simultaneous counter attack is launched. The timing of the taking away of the perceived opportunity and the launching of the counter attack is the key to success.

This same strategy works in business, marketing and sales. As we see economic conditions change, more and more people are cutting prices and fighting for their small piece of the market share. At the same time there are businesses that position themselves with a unique USP and especially those that focus on the affluent market are using the take away approach and are doing well. Demonstrating the attitude that our product or service is not for everyone, and that we are very selective about who we pick to do business with is a powerful strategy. Not only will you be able to work with the top 10% of customers that will respect you and your business, you will also quickly start creating a waiting list of people asking to become members instead of fighting with your competitors over the bottom 20% of cheap customers.

In advertising you see the scarcity or limited offer used a lot... because it works. Words like "while supplies last" or having a date such as "price good only until July 3rd at noon" are all effective strategies that will boost your response in your marketing pieces.

There indeed is real scarcity, such as in your time management techniques. As you get more efficient in managing your time and making sure that you spend time on the most important business and personal activities, you will learn to limit your time with who Dan Kennedy identifies as time vampires. Time is one of the most precious things you can have and requires each of us to manage it well and spend our time wisely and at the same time avoiding time wasted on useless activities. This mandates that you set up your business in a certain way, choose your customers and inner circle wisely and set systems to get rid of people you don't want to do business with.

In a recent day I spent with Dan Kennedy, we spent a lot of time focusing on who I wanted to spend my time with, who my ideal customer is and how to target that audience while at the same time screen out the ones that I do not want to be associated with. In reference to many of my consulting clients that complain that business is slow and it seems that their prospects don't have money to buy, I suggest to you who picked them as prospects? Maybe you should start fishing in another pond.

If you are in business for yourself, and in reality we are all in the marketing and sales business, then it is up to you to understand and visualize your perfect business and then make it a reality. How many customers do you want? At what price point? What are their attitudes?

Once you have identified your perfect customer and implemented good marketing campaigns, you will find that your sales staff spends a lot of their time screening away the ones you don't want to do business with. Running a successful business and quality of life is an achievable goal if you plan it right.

To Your Success,

Terry Bryan, President
Warriorwiz Wealth Academy