I had been working on a logo idea for several weeks before I finally realized that it would take from several months to never before I came up with something that would work for me. Scanning the Internet for sites that resembled Logos 'R Us, I found one that had a portfolio that I liked. I contracted for 10 logo ideas figuring that there would be at least one that would suit me.
Presto, just like the site said, I had ten ideas in my e-mail box four days later. Gathering input from others, the field was narrowed to one by me. I needed an expert opinion to reassure me, however. I had veteran advertising executive Bill Wheeler take a look at all ten with no other instructions than which one do you like?
To my relief, he liked the same one I did. Unlike me, as an experienced professional he had no problem rattling off the reasons why it would be a good choice.
Choice is what this article is about. Sometimes our customers and clients are looking for a variety of choices; Baskin Robbins offers 31 flavors for a reason. Other times our customers are looking for an answer, a recommendation, a professional opinion. Bill told me a story about how his former business partner, also very experienced with logos and tag lines, would present his logo ideas to clients. His partner would spend hours on ideas for logos and tag lines and over time, with the aid of years of experience, would come up with the best logo and tag line concept to present to his client.
After presenting the logo and tag line, a client once asked him, " That certainly is a great design, but what other ideas did you come up with?" The partner paused then responded, " I have put a great deal of work into this design. This is the best. Would you like me to get ideas numbered two through five out of the wastebasket to show you?"
The English have specialty tailors they define as bespoke tailors. Bespoke means "made to order". You get a suit cut just for you. Bill's business partner was a bespoke logo and tag line designer. Offering too many choices is like putting your customer in a candy store, Bill said. Everything looks good to me in a candy store, too.
In your business, are you offering 31 flavors for products and services that should be bespoke?
The next time you want to close the sale, try starting your closing statement with: "In my professional opinion . . ."
Customers love conviction and courage.
Doug Emerson trains consults and coaches business owners on how to make more profit in less time using 8 key strategies. He writes a free electronic newsletter about the business of life called Getting to the Point. Free subscription available at the homepage. http://www.douglasemerson.com
Regardless of the nature of our job or social standing,... Read More
Your job as an event planner doesn't stop with the... Read More
Never rehearse at the last minute. This creates undue tension... Read More
Have you ever had to give a speech?Do you remember... Read More
MAKING INFORMATIVE LESSON PLANS: --The performance objectives should answer this... Read More
"There can be no knowledge without emotion. We may be... Read More
Regardless of the nature of our job or social standing,... Read More
According to the Lamalle Report on Top Executives of the... Read More
Appealing to emotions is the most powerful way to transfer... Read More
Most of us would agree that having humor in our... Read More
In March 2002, the comic strip Beetle Bailey contained a... Read More
Believe it or not, preparation is a better determinant of... Read More
It is both good planning and considerate to provide auditors... Read More
Communication is a complex and often difficult process for both... Read More
Cattiness is something no one ever wants to be accused... Read More
Imagine you are the most amazing figure skater who ever... Read More
For communication to take place, a message must be transmitted... Read More
Usually the emphasis on making an effective speech is what... Read More
People remember best what you say last. In a presentation,... Read More
Calling a projector hire company will often get you confused... Read More
"I'm not an expert on this topic, but . .... Read More
First and foremost, you must deal effectively with your own... Read More
Here, David Letterman style, are what I consider to be... Read More
Whether you need to address large groups or small, familiar... Read More
Did the "Painless" part of the title get your attention?Speaking... Read More
Remember back when the ability to create a slide show... Read More
The query letter is simply a business letter that serves... Read More
The international flavour of many people's jobs naturally means that... Read More
Exhibiting in a trade show can involve a major investment... Read More
The quality of your sales presentation will often determine whether... Read More
The social skills of a small businessperson, franchisee, independent contractor... Read More
Why is throwing a seminar good for business?If you want... Read More
At some point in your presentation you will be expected... Read More
People take it for granted that leaders have achieved some... Read More
When was the last time you thought about what you... Read More
Whether you are training preschoolers in the classroom or executives... Read More
There is an old saying: "The first thing to do... Read More
Whether you are speaking in front of a civic group... Read More
Converting PowerPoint to Flash would be absolutely a good choice... Read More
The CEO of a worldwide business asked me to help... Read More
How many times have you attended a meeting where the... Read More
As I travel around the world I always enjoy sampling... Read More
The query letter is simply a business letter that serves... Read More
As a former owner of a National Speakers Bureau, I... Read More
If you are taking your newest products to a trade... Read More
No matter what your business is, you will enhance your... Read More
Long long ago, it was the time when time itself... Read More
Usually the emphasis on making an effective speech is what... Read More
At some point in your presentation you will be expected... Read More
Company attire says a lot about your business philosophy to... Read More
"I'm not an expert on this topic, but . .... Read More
Communicating Bad News The Right WayIt's the rare executive who... Read More
SUCCESSFUL DEMONSTRATIONS: All of us have seen demonstrations in one... Read More
The CEO of a worldwide business asked me to help... Read More
Most people love to hide behind the lectern.. It makes... Read More
The international flavour of many people's jobs naturally means that... Read More
How do you come across in your emails?As I receive... Read More
Never rehearse at the last minute. This creates undue tension... Read More
CHARACTERISTICS OF AN EFFECTIVE FACILITATOR: As chairperson, focus on the... Read More
Cattiness is something no one ever wants to be accused... Read More
First and foremost, you must deal effectively with your own... Read More
Does the thought of speaking in front of others send... Read More
"I have a love/hate relationship with PowerPoint. In the right... Read More
Calling a projector hire company will often get you confused... Read More
There are four different ways that audience members assimilate information.... Read More
It is both good planning and considerate to provide auditors... Read More
Presentation |