"Are You Being Pulled Into Price Wars?"

Dear Friend,

90% of retailers are going to fail. They will crash, burn, and die. But why? What's the reason these companies will go under, their only memory being the occasional patrons reminiscing later, "Man, I sure do miss Jim's Friendly Corner Store."

It's very easy to understand. You'll notice if you pay close attention; just look around.

They Have Decided To Wage Price War
On National Super Powers!


Today, I happened to have been reading "Up The Loyalty Ladder' By Murray and Neil Raphel (I highly recommend this book). The first section goes into detail about prospects. And how they choose where to shop for a variety of reasons. Few have to do with price.

Along these lines, I recall a particular marketing guru (can't remember which one) saying, "If the customer is a price shopper, you haven't given them anything else to measure with." (This might be paraphrased, but you get the point).

You can't fight Wal-Mart. Or Staples. Or even Walgreens. If you're a marketer, or in some service business, you can't fight Servicemaster, Orkin, or Sears.
You can't fight them on the one front you approach instinctively: price.

These are monsters. The Raphels illustrated it perfectly:

"If a large retail corporation with $1 billion in annual sales loses ten Customers who spend $1,000 each, it has lost .01 percent of its business, a number that will barely impact sales. But if a company doing $200,000 a year in sales loses ten Customers who spend $1,000 each, it has lost 5 percent of its business. And that 5 percent may account for 25 percent of its net profits." (Emphasis is mine).

These companies can afford the loss. They can take the blow. You, as a small business owner, cannot. And you WILL lose if you fight them on price, precisely for that reason.

So stop being a price company.

Don't sell because you are a "bargain" or the "cheapest, lowest price" in town. Because I promise, someone like Wal-Mart will cost less and will have a larger inventory. Just like, for carpet cleaners and Sears, they will be able to charge less. They will do ridiculously low fees because it's in their power.

You have to start selling on value. If someone wants cheap, well, you can direct them to Wal-Mart, or the other discount stores in the area. But YOU, you are in the business of value, or selling worth.

So, Wal-Mart has fruits for $1.00 a pound? Great. We charge $3.50 for a pound of bananas, because ours are organically grown, have a proven health benefit because they were not raised in an environment of pesticides, had quality soil and fresh spring water to nurture them before being ripe. They have a clean, soft yellow exterior without degradation. We also take the time to meticulously clean and remove all dangerous micro-organisms which "hitch a ride" on fruits.

Tell me, does Wal-Mart do that for its bananas?

How about Staples? Sure, they have paper, ink, staples, etc, but you have an outstanding "replenishment" program. If someone pays $x for their stationary items, they can receive a x% discount on later purchases, and even set up an "auto delivery" system every month. Every 2/3/4 weeks they receive a package in the mail with a new batch of pencils, ink, paper, staples, etc.

PLUS, because of your joint ventures with printers in the area, your business customers can receive discounts at local printing companies for direct mail campaigns, brochures, etc.
Voila. We just repositioned your office supplies company into a "cater to the busy entrepreneur" company. Now you're the "office assistant.

Try this exercise with your company. Check and see if you are constantly marking down your prices because someone said, " is cheaper."

Over and Out,

(And to your many successes)

Angel

Are You Afraid To Face The World?

Dear Friend,

This is something not so related to marketing. But extremely important, as a concept regarding mindset, to understand. All entrepreneurs should have a firm grasp of it.
See, this "mindset" is what separates the business owner from the employee, the underling from his superior, the chieftain from lowly thrall.

Perseverance and Courage

That's all. Not wit, not humor, not even mathematical skill. Having the ability to persevere and show courage, in the face of great risk, is the "entrepreneurial trait." I've noticed this lately.

My very good friend and mentor brought it up the other day.

How many people do you see complaining about unemployment? Don't they all say, "Wellll, I ain't makin' no money... cuz' there ain't no jobs!"

This is total BS. And I mean it: that is the type of crap that stinks up a room.

Because It's Totally Untrue!

First off, there are plenty of jobs. Sure, most are sales. And, my friend, there's a reason: everyone wanted those comfy, sit behind the desk, $10/hour jobs!

So guess what happened? Everyone took them. But Hel, those jobs are still around. I've seen a local company hiring by the hundreds.

Second, like my friend said, in the day of our grandfathers, there was no room for "unemployment." You couldn't be employed by somebody? You went out there and STARTED something. You have the ability to take initiative and improve your life.
Nobody owes you anything.

Despite what our new President says, you are entitled, frankly, to nothing. Not the clothes on your back or the food in your stomach.

Guess how you acquire these things and achieve your life's luxuries? Work.

Perseverance - not giving up, even if they kick you in the knees and Pepper spray you.

Courage - approach, knowing they are going to kick you when you're down, Pepper you, taunt you, and tell you there's no hope.

And you know what? You just let all those mockeries roll off your back. Remember them, so you can look back decades from now and have a good chuckle.

You can have it while sitting on the patio of your summer villa, sipping a mug of warm Amaretto with your spouse, enjoying the summer breeze.

Over and Out,

(And To Your Many Successes),

Angel

Lead Junky 'R' Us - Why You Should Try To Avoid Cold Prospecting, Calling, And "Leadless" Sales Work. Period.

Dear Entrepreneur,

Recently, I offered to work for a sales company. I figured, "Heck, why not? I like to become familiar with a company's strategies and 'what's going on.'"

So I sent them an e-mail with the best time to contact me and two questions.
Now, I like to think my questions were very reasonable. Here they are:

"How Much Is The Commission Worth? How Qualified Are The Leads?"

ANY and EVERY sales person should ask these questions. Without exception. Ever.
Why? One, you need to determine whether the cold prospecting you may do is worth it. For example: I think cold prospecting for less than $300 is ridiculous. You could find a thousand different ways to fill that void twice as effectively.

With your leads, you should see if they really are leads. Not just names that fit the criteria. If you're going out to deal with someone, they should WANT to deal with you. You should be a WELCOMED GUEST.

If you have under-qualified leads for little commission, I suggest you quit. Your own skills are not in decline - the company is just robbing you of time and money.

Which brings me to the company in question: the response I received was outrageous. Enough so to spur my into writing this entry.

"If you are a lead junky, you're in the wrong spot."

WHAT! If I read that correctly, the man is saying to me, "If you like to waste as little time as possible, only speak with super qualified leads, and make huge sales by dealing only with those who want to deal with you, you're in the wrong spot. This isn't about efficiency."

Now, let me add this: I do understand prospecting. It's fine to do if you have no cash to finance anything else. Hel, getting out there and knockin' on some doors is SOMETHING.

And if he had just said, "Well, not TOO qualified, but the commission is fairly large. That would compensate the time." It might have been more agreeable.

Look, let me tell you something: sales is about wasting as little time as possible and making the most from it.

As Gary Halbert put it: "Maximum Money In Minimum Time." I don't want to speak with 1,000 people and waste all that time. These are people who have to be sold. They don't already see the benefit of associating with you.

Anyway, thought I would give my two-cents. Expect another post in the near future, folks, about creating a unique "purpose" for your business.

All the best,

Angel

P.S. Sorry if I haven't answered your calls. I have been absolutely swamped. I will get back to all of you!

"Life Only Gets Better When You Think Big"

Dear Fox Marketer,

There's a reason some people are poor. And regardless of what you are or I say to them, ain't nothin' gonna change that. Some may eventually overcome it later in life.
Most probably won't.

"Does This Seem Unfair?"

I thought so, too, when I first heard it. My personal mentor explained it to me a few months ago. Yes, it goes back to the Paraeto Principle (also know as the 80/20 Rule), but beyond that alone. They can never escape it because they have chosen their fates.
Remember...

"You Always Arrive At Where You Aimed To Be"

People are all the sums of their actions. A rich man is rich, not because of divine decree. He is rich because of the unrelenting drive to accept anything less.
Whether it is to better his family, break the "habit" of his family, gain fame and fortune, or just because.

And so, poor folks will be poor folks. Period. They can only escape when they will themselves to it. You can't change a person - only the change can change himself. And then, they must want to change and believe the change would better them.

Maybe like you, I had the same problem. I laugh thinking about what kind of person I use to be.
For example...

I Went From Socialist Pro-Government to Laissez Faire Small Government Capitalist In Two Years!

I consider that a huge transition. And you know what? I've never been happier, more fulfilled, or more ready to take on the day. All because of acknowledging what I want - not what society wanted.

What Does This Have To Do With Business And Marketing?

Well, everything. One of my favorite marketers is Dan Kennedy. During the course of one of his programs, he mentioned a very profound concept.
It was about a restaurant he visited years ago. Before it went bankrupt.

The owners could have saved the place is they just went out. I mean, cold called, knocked on doors, and really ddone something to try and create more demand for their company.

Sure, they had potential, like most poor folks. And yeah, they were really nice. But also like potentially great nice poor folks, they didn't believe in what marketing could do for them. It was all just a scam; something marketers used to lure in unsuspecting business owners and suck 'em dry like vampires.

They went bankrupt.

The way you lead a business, what you choose to and not to believe, will lead you. Bankruptcy doesn't just come from up above every six weeks or so a snatch up a handful of businesses.
And if it did, you're still turning on the tracking signal.

There was a fella' who really understood this.

I Was Very Impressed By His Story

Yeah, it's a membership club. But wow. Mack delivers a ton of great value here and nearly dirt cheap (I paid more for crud that never really paid off).

Even if you don't join up with his Maverick Money Club (I can't see why not; he offers you a full refund if you're unhappy), just take a minute and read his story. It's really powerful and brings to life what we've discussed here.

Make Sure To Take A Gander and Learn A Little From The Maverick

To Your Many Successes,

Angel "the Fox" Suarez

P.S. My consulting and copywriting is still on special service. Not sure how much longer this will last. I am tied up with multiple projects and can only accept so many clients at a time.

Shoot me an e-mail at a.r.suarez3@gmailcom or just ring at (321) 557-6533 so we can discuss the project.

"Why You Should Still Start A Business, Or Expand An Existing One, Even During A Recession"

Dear Fox Marketing Entrepreneur,

The other day I was chatting with a friend and business partner. During the conversation, he mentioned a friend of his who was planning to start a business. But the man gave up when the economy went sour. And so did hundreds and thousands of others.

Why?

An assumption tossed their dreams in the bin. And they let it happen.
Any assumption without proper research - i.e. a guess - can easily, and quickly, destroy your business. Marketing campaigns can be ruined, product can overstock in the warehouse; bankruptcy starts rearing its ugly head. Now, all your time and money goes down the dirty drain.

But that's a little off base. I want to touch upon what many others did: stopped at the slightest indication of difficulty. So pay attention. What I am about to say is guaranteed to help you navigate and exploit this Recession:

"People Are Not Spending Less - They Want More"

One of my most poignant insights is realizing the market still exists. Stores are still crowded. Video games are still being bought. Concerts are still attended. So again, people still have the same amount of money to spend - and they will spend it - but they want "more bang for their buck." As a savvy entrepreneur, you must figure out to deliver on this silent desire.

Let's take a standard auto repair shop as an example. It typically ranges between $15-$30 for an oil change. This is relatively inexpensive and a norm of mechanics. This leaves a huge vacancy in the market for someone to fill.

Here is Ritch, a mechanic and owner of "Safe Auto Parts." wWen a you ask Ritch for an oil change, he looks you straight in the eye and calmly quotes, "$100."
After the initial heart attack, you might ask him, "Holy -expletive-, why is it so much?"

Comment: you did not say "Hell No" or "Never." You remain interested in Ritch's service... but you need to understand why it is so unusually high.

Ritch smiles and says, "Well, I never use the low-brand oil filter, like other mechanics. It's usually a scam to try and get you to come back for more, because they only have a life span of x days/months/years. I also rotate your tires, patch up any possibly hazardous damages to them, and check your engine to make sure everything runs well. I would hate for you an your family to break down somewhere and for your kids to be at risk. I pull out some of your dents and do some touch up paint, if need be. I know how embarrassing those dents can be and how you might feel when others see them. Oh, and I do a diagnostic. If you have any automotive trouble with any of the things I checked within 12 months, I'll refund your money at no hassle."

What did Ritch just do? Exactly what every other business owner and marketer should. Yes, his fee was higher. Yes, all of his competitors would have chewed their tobacco and spit out another "$30" fee and been done with it. And that is exactly why Ritch is more successful than them.

He didn't go under the market. He went above - and delivered more for less. Can you imagine what a bigger auto repair shop would charge for everything Ritch offered? From experience, I can tell you this - more than $100.

Ritch used the magic of USP and built value in his service by adding the benefit of his labor. "This is this much because of this, which will do this for you...." And then the clincher - a complete money back guarantee.

With this kind of motive power, nothing can stop your business.
Not even a Recession.

Yours For More Successes,

Angel "the Fox" Suarez

P.S. I have a special consultation discount until August 15th! If you want powerful, effective, and real methods to boost your business, e-mail at a.r.suarez3@gmail.com with your name, phone number, business name and title. Also, a brief explanation of your past marketing ventures is preferred. Type "LOOKING FOR PROFITS" in all caps for the subject line.

Great Resources At Your fingertips!

What is Fox Eye Marketing And How Can It Help You Explode Your Profits

Dear Little Fox Marketer,

Recently I was asked, "Angel, what the heck is 'Fox Eye Marketing'?"

This is a good question. Aside from just sounding neat, Fox Eye Marketing is one of the most efficient marketing methods. It's also natural. You don't necessarily change anything about yourself. Fox Eye Marketing is a fluid and simple process. And immensely effective.

When I first conceived this style, figuring out a name was the tough part. I mean, how could I express it? (I'll hit you up with a few examples at the end.)

That's when I came across a very brief story. And not only is it powerful alone. This story clearly illustrates the basis of Fox Eye Marketing. Hel, you could fully implement it, just by paying attention.

Here goes:

{{ One day, a lion, donkey, and fox went out to hunt. After a very successful venture, the lion asked the donkey if he would divide the spoils amongst them.
The donkey made an effort in dividing things evenly into three piles, one for each of the hunters. Afterwards, he proudly displayed the three piles of dead rabbits to the lion… who then killed the unfortunate donkey and tossed his body onto one of the piles.

Now, the lion asks for the fox to divide the days kill. After a while, the fox invites the lion over to make a judgment: the fox had given to the lion every kill, but kept one scraggly rabbit to himself. The lion asks, “How did you learn to count?”

The fox replied: “I learned from the donkey.” }}

Great stuff. There's always something new in that story. Hopefully you picked up on the obvious strengths. You must know your market and know your industry.

You'll be "eaten alive" otherwise.

A few ways to avoid this fate is to:

• Study
• Study
• Study
• Study
• or... invest in one of my Profiting From the Past Industrial Reports and have all the research done for you.
  

That aside, here is one tool to understand your industry. As I've said before: know what you do. Far too many entrepreneurs become confused when you say this to them.

You're not in the diamond industry you are in the luxury jewelry industry.
You're not in the insurance industry you are in the health assistance industry.

Just like when selling product, stop selling what it is. Sell what it does. If you look toward some of the most successful businesses in your industry, you'll find clues. These are your "big winners." Not only should you loosely model after them, while maintaining your USP, but you should get in good with them. Customers like to see good affiliations.

This is why joining and well-reputed organization will also be a boon for you.

Anyway, that should give you some work.

Now get crackin'.

To Your Success,

Angel "the Fox" R. Suarez