Last time we highlighted the first three areas to work through in maximizing your current
resources. They were:

• Recognizing the obvious
• Unconventional breakthroughs
• Facing the facts

Today we’ll cover the next three, which are:

• Revealing the soul of your business
• From breaking even to breaking the bank
• Standing up and standing out

Revealing the Soul of Your Business
Every business has a soul, and you likely felt the soul of your business the deepest when
your business was just starting. It is that passion, newness and momentum that is
palpable at the very beginning. Sometimes these important intangibles can get lost along
the way as your business becomes more established and set in its ways. It is imperative
that you are able to break out of that cycle and revitalize the genuine soul of your
business.

The philosophy of putting your clients’ needs above your own is the true key to success.
You need to serve your clients, not sell to them. They want to build a relationship based
on trust, not feel like they are being sold a used car. In addition to gaining your clients’
trust, you need to be able to solve their problems, handle special situations, be their
friend, and focus on offering valuable, high quality products and/or services. It is only
when you have achieved all of these things, that you will see the true soul of your
business.

From Breaking Even to Breaking the Bank
One of the classic and most common ways to attract clients is to offer them a bargain
price on their initial purchase and lock them in for future purchases. This is a common
approach with movie or book clubs, and even credit card companies who offer a reduced
interest rate for the first six months.

This strategy essentially hooks your clients by offering them a deal that is too good to pass
on and then is followed up with offers for back-end and add-on products along the way.
These additional add-ons are naturally at higher price points and serve to bring your client
into a more long-term relationship with you and your business.

Standing Up and Standing Out
You need to be able to stand out from the pack among your competitors if you want your
business to be successful. The only way you can do this through consistency and value
when developing and perfecting your USP (Unique Selling Proposition). Here are some
tips to help you establish and develop your USP:

1. Look for unfilled needs in your industry;
2. Use preemptive marketing;
3. Use a technique that is clear and to the point.

By focusing on these three techniques in conjunction with the three techniques we
discussed last time, you should have no problem maximizing your resources. If you need
help with any of these areas and techniques, please don’t hesitate to reach out to me.