Are You Making Profit?If you are in business and not making profit, then you are not in business. Some will simply deny they are in "Business", suggesting instead, arising out of some delusional elite self-personification, that they are providing professional services or, perhaps engaged in a "Not-for-Profit" or even charitable enterprise. Leaving aside the large conglomerates and massively high turn-over of some of the "Not-for-Profit" companies, each and all of the individuals, groups and organizations actively involved in offering, promoting, selling or receiving a "Benefit-in-Kind", in exchange for goods or services are engaged in "Business".Is Your Product in DemandIf you are engaged in business and not making profit then there are some serious issues to consider. Are you in the right market or niche area? Do you have a product to sell or service that is in demand? Do you have a unique solution to an existing problem? Are you in a position to resolve that problem for some or for many?If there is just no demand for your product or service then you have a problem. You have also a choice in the matter. You can either abandon that particular offering or you can go about creating a demand for it. A casual look around and you will readily discover the accumulation of items and novelties that we acquire because over a period we have been enticed or subliminally conditioned to develop a "Want" for such items.Mind ControlWe are continually bombarded with a range of messaging encouraging, enticing, suggesting and even demanding that we go and secure products and services, all of course in the interest of our general health and well-being. Our skin will be more radiant; our fashion-style will be more attractive; our talents will be more in demand;, our thirst or our appetites will be more fulfilled; our strength and stamina will be improved; our loved-ones will be charmed and delighted with our thoughtfulness. The promptings and temptations are incessant, they are in our ears, in our line-of-sight, they are imbedded in our sub-conscious and memories.Fit for PurposeIf we are in that game we need to be fit for the match. We need to be fit for purpose and need to understand the mind-set of the individuals, groups and communities, including our own and what it is that conditions and influences them to acquire and purchase.
It is important to understand there are two basic psychological drives. They are, "Our Needs" and, "Our Wants." Our needs might include food, medicines, a good home, a good job, a relaxing holiday to relieve stress and many more fundamental requirements for a stable, healthy and happy existence. Our "Wants" may be for a lazy life-style, high living, flashy auto or grand mansion by the beach. It might well include alcohol, cigarettes, drugs, watching TV or football etc., The point is, we frequently sacrifice necessary needs for wants. We maybe frequently spend cash on a bet on a horse-race or football match or alcohol when it was needed for something much more important but we respond to the "Want" because we are conditioned to do so.Our Basic NeedsBusiness Owners need to understand how the human shopper ticks. What it is that attracts and entices an individual to purchase. If you are in the business of providing "Needs" you must engage in driving deep-rooted signals into the subconscious mind of your prospects that they will not be able to attend that match or drive the wonderful auto or live long enough to enjoy the beach house unless they address fundamental needs. In essence you convert their perception of your product into a "Want" for them. You need a message that will compete successfully with the plethora of other distractions and impact itself on their priority list.Why Not Me?If you are a distributor of "Wants" you essentially need to distinguish your particular product from the vast range of other "Wants" and convey how it is immeasurably qualitatively different from its competitors. People will go past your offering and, (assuming no cost-difference) even pay more for the same or similar product for the following reasons;A more reliable and convenient service;They are unaware that you have what they want;Customer care is high and more personal attention;They feel more appreciated as a client or customer elsewhere;They search for "VALUE". It is the fundamental difference.
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