WE LIVE IN A relentlessly competitive world. The daily pressure to work ‘better, cheaper and faster’ can make even talented business owners and entrepreneurs lose sight of first principles.

As you cope with the decisions and details of running your business, focus on the fundamentals!
Regardless of the type of business or the products or services you sell, here are our suggestions for ‘basics’ that will make your fortune:
* Customer Benefits. You and your customers must clearly understand the benefits that your products and services provide.
Most buying decisions are based on the consumer’s perception that a new colour will add prestige or that a smaller, lighter product will be more convenient.  Customers buy benefits.
* Extra Value. Customers must receive more in value than you charge for your goods and services.
Most of us don’t want a ‘fair’ exchange; we want a bargain, the sense that we got extra value for our money.
* Extraordinary Service. This means attention to detail. Answering the phone on the first ring, providing an 0-800 number and 24-hour customer service numbers are examples.
The American mail order firm L.L. Bean has made a fortune with its ‘no questions’ guarantee. So can you!
* Know your Audience. Every business has to know their audience.  Volvo and Nissan have very different audiences and their advertising, pricing and even the location of their dealerships reflect this.
Young adult audiences may value low price, while another group may value quality, performance, reliability or some other item.
This is even more critical for service organisations whose products are invisible (consulting, education, coaching, etc).
* Location. In the old days, this meant the street address of your shop or store. Now it means getting your marketing messages into your customer’s hands when and where they are receptive.
Be certain your website is located at the top of the search engines.
Make your Yellow Page ad larger or distinctive. NASCAR race fans are the most brand-loyal consumers in America. If you want to reach them, buy space on a race car!

SOURCENOTE: RESOURCES FOR SUCCESS!™