You’re Fired!

January 15th, 2010 by | Print

 

Before we get started, click on the image above and watch the video of Donald Trump firing another apprentice hopeful.


It’s pretty obvious in the video clip that Amy is trying to do her best dance to save her behind, but she made two major mistakes.


1. She didn’t take notice of the very people that she was tasked to attract. Obviously, this video is only the final snippet of the overall show, but it seems her task was to win business from people within a mall. Apparently, there was a significant Spanish speaking population that she didn’t account for upfront or notice once she got there – which leads to her second mistake.


2. Although she had two teammates fluent in Spanish, she failed to hire enough professionals knowledgeable in the nuances of connecting with the Hispanic market to strengthen her possibilities of successful hitting her goal.


The Donald delivered his catch phrase, “you’re fired” and Amy was sent packing.


Sam Walton, the founder of Wal-Mart, had a great business quote:

“There is only one boss. The customer. And he can fire everybody in the company from the chairman on down, simply by spending his money somewhere else.”



A customer can fire you by taking their business with your elsewhere, but how many prospects aren’t even hiring you because you haven’t been paying attention to who they are and thus, using the wrong marketing to attract them?


This is a perfect example of thinking “everyone” will respond to the same cookie-cutter approach. Sure “everyone” is a large pool of people, but not everyone swims in the same circles.


Here’s a similar analogy for applying generic marketing. Did you ever play Marco Polo in the pool when you were a kid?


Let’s say you’re playing in an Olympic size pool with 100 people representing the total population of potential customers. Instead of just you being “it”, there are two other people “it”, too (i.e. your competition). Of the 100 people, there are five different demographics, each responding to a keyword other than “Marco”.


You can take the time to research (or hire a pro) to learn what keyword each demographic respond to, or you can just jump in and figure it out as you go along. If you jump in and start playing though, you won’t know the prospects keyword until you tag them. If you used “Marco”, but their keyword is “Miguel”, you have to count to 20 and start over – with your eyes closed of course while everyone keeps moving. Every minute you play, your competition has the possibility of tagging people out of the game first as you continue to lose time (and money).


Do you jump in and take your chances in hopes you get lucky or do you do some research or hire a pro to identify the keywords each demographic responds to? Times ticking and it’s game on. How long can you last if you take the former approach instead of the latter.


You will grow your business faster if you focus on a specific niche, speak their language and service them well. Then once you capture a niche, you can always conquer other niches later, if you choose.


Had Amy paid attention to the diversity in her immediate demographics and determined what they responded to, she would have had a much better chance of completing her task and sending one of her competitors packing.


Are you an apprentice or a pro?


All the Best,


Doug Dolan
The Solopreneur’s Guide

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