I have to admit, I was curious. When I saw previews of a new show called "The Apprentice," it made me want to at least watch the premiere to see what was going on. Immediately, I was hooked. The whole idea of candidates - from all walks of life, not just college grads fresh from their commencement ceremonies - vying for a position in one of Donald Trump's organizations piqued my interest. What kept my interest were the real-life advertising lessons every business owner needs to be reminded of.
Take, for instance, one episode where the teams were challenged to create an ad campaign. I was, needless-to-say, on the edge of my seat for the entire show. One team immediately decided to phone the client and setup an appointment to find out about the product, the end user, and other aspects that would make a big difference in creating the campaign. (Smart move!)
The other team, however, said they didn't have time to talk with the client. They were running behind schedule. Meeting with the client - in their opinion - would just waste an hour or two that could have been spent on more important tasks. (Excuse me?)
What happened? First of all, my husband came charging into the living room asking, "Do you believe that? Even *I* know you have to talk to the customer first!" Yes, he had been listening to me after all.
In the end, the campaign from the team who did speak with the client won the challenge. Once the losing team arrived in the boardroom, the project leader, Jason (Mr. "We Don't Have Time To Talk With the Client"), really got it from all sides.
Donald Trump's assistants, George and Carolyn, made a point of bringing up the fact that the client was not contacted. Jason's own teammates made a point of bringing up that the client was never contacted. And Donald? To quote, Donald said, "That was a HUGE mistake? you're fired!"
This was fairly early in the show so you would have thought the other contestants would have learned from Jason's mistake. Not so. There was yet another episode where an Apprentice put what they wanted over what the client wanted/needed.
In this task, the teams were charged with selling Donald's new product, Trump Ice (bottled water). The winner was simply the team who sold the most in a given period of time. Nick, a salesman by trade, was immediately confident his team would win if they would just step aside and let him work his magic.
Ereka, the project manager for Nick's team, urged Nick to sit with her at the computer and research the market and the customer base for bottled water. Nick wouldn't even hear of it. To quote, "Telling me how to sell is like someone telling the Pope how to pray." So off went Nick using his same "high energy" sales pitch on every customer and focusing on what Nick wanted to sell - instead of finding the best benefits for the clients.
What happened? Nick flopped time and time again. A teammate (Bill) jumped in during one sales meeting and helped the client to understand the benefits of buying Trump Ice. Bill made the sale.
In the boardroom, George immediately noted his disappointment in how little the team seemed to know about their prospective customers. And Donald chimed in by saying he had no idea why Nick thought his sales skills were so great when he had no clue about the customers he was selling to. Ouch!
The bottom line? The team lost. Why? Because Nick was busy trying to sell what he wanted to sell, and in the way he wanted to sell it, with no regard for the customer whatsoever.
The moral of the story? Know your customers. They are the ones with the money. It doesn't matter what you like. If *they* aren't happy with your site, your copy, your graphics, your product, or your service? they'll abandon you cold.
When you're creating a business plan, when you're writing copy, when you're creating a website, or developing a brochure. It's not about you? it's all about them. If one of the richest and most profitable businessmen in the world tells you target market research is vital to success, you can bet it is a wise strategy to follow.
Karon Thackston ? 2004
About The Author
Copy not getting results? Learn to write SEO copy that impresses the engines and your visitors at http://www.copywritingcourse.com. Be sure to check out Karon's latest e-report "How To Increase Keyword Saturation (Without Destroying the Flow of Your Copy)" at http://www.copywritingcourse.com.
executive chauffeured services Bradford .. Madison to Airport carWriting a business plan for a mobile car wash is... Read More
The FTC, Federal Trade Commission, is considering modifying the franchise... Read More
We are noticing an increase in the length of time... Read More
Which questions do you need to ask to even get... Read More
So there I was ? sitting in the audience of... Read More
Many of our nations 400,000 franchisees run their businesses out... Read More
It is essential that you fully understand how the fuel... Read More
I'll be the first to admit that I went a... Read More
What are the benefits of using a Freelance Consultant /... Read More
Increase your profit potential by identifying ? and avoiding ?... Read More
You make the decision to go into business and for... Read More
Never underestimate the power of perception! Perception plays a major... Read More
$37.4 million funded from venture capital today. $86.4 million funded... Read More
Running a small business requires many skills. However, to do... Read More
Do you own a franchised business? Over 400,000 franchised businesses... Read More
Support is critical for your small business survival. You may... Read More
On June 8, 2004, the world witnessed what no one... Read More
The success of your business depends on your ability to... Read More
Like most regulatory bodies in the United States, the Federal... Read More
Are you responsible for your results?What comes to mind when... Read More
What is a Virtual Assistant?? A Virtual Assistant is that... Read More
Q: I'm curious. What is the dumbest business question you've... Read More
The Workers' Compensation situation in this country is unbelievable. Why,... Read More
Opportunities for home show businesses have never been more abundant.... Read More
As a solo entrepreneur or small business owner, one of... Read More
O'Hare Chicago prom limo ..The home-based business market, sometimes called the SOHO (small-office/home-office) market,... Read More
As a solo entrepreneur or small business owner, one of... Read More
There's been a recent rise in the number of elderly... Read More
If you plan to do business online, then your website... Read More
It seems so long ago that I started my first... Read More
In the first article we mentioned the main characteristics that... Read More
Now that you have invested your time, energy and money... Read More
The choice to incorporate a small business in Florida has... Read More
No matter type of business you operate you've got to... Read More
Managing cash flow is every small business owner's most important... Read More
It is estimated that 78% of all small business start-ups... Read More
Many of our nations 400,000 franchisees run their businesses out... Read More
Many job applicants want a job but often do not... Read More
How do you know when an alliance needs to be... Read More
Hi, Charles...here, Your Cap and t-shirt guy From Texas. How... Read More
KEEPING INTEREST HIGH: Supervision is key to the success of... Read More
One of the most common issues that comes up for... Read More
Never underestimate the power of perception! Perception plays a major... Read More
Gather round while I tell you the story of Kennebec... Read More
Doesn't it frustrate you when you've given good service, sometimes... Read More
I have to admit, I was curious. When I saw... Read More
Opportunities for home show businesses have never been more abundant.... Read More
In franchising an individual desirous of their own business will... Read More
If you own a mobile truck washing, pressure washing or... Read More
At one point or another, almost every business runs short... Read More
Small Business |