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the products you sell have value
You know that the products you sell have value, and your staff
gives good service. If you don’t believe that your store is the best for
your customers, you may want to rethink your career choice. You
need to be passionate about giving your customers what they want
and need.
When you put these statements together—people want what
you sell, and you do a good job of selling it—it all becomes clear.
The only thing standing between you and the supersuccessful business of
your dreams is your ability to connect what you sell with the people who
want and need it. In other words, you need to be a marketer.
The New Millennium Merchant has a “Marketer’s Mindset.”
Notice I didn’t say “marketing” mindset, I said “marketer’s” mindset.
The difference is important. One describes what you do; the
other describes the kind of person you are.
Having a marketing mindset, attending a seminar or two, and
reading an occasional article will help you grow your business, but
it will rarely be enough to stimulate the growth you will need to fulfill
your wildest dreams. Marketing is the engine that drives sales,
and lackluster marketing efforts will result in lackluster sales.
But thinking about marketing as fun and exciting, keeping your
eyes peeled for the next cool idea, trying lots of new, innovative
marketing techniques, and considering every part of your business
from a marketing point of view—that is the Marketer’s Mindset.
And that’s what will build your business.
Having the Marketer’s Mindset means being aware of what
other people in other industries are doing. If your local pizza joint
or beauty salon uses a marketing technique that catches your attention,
ask yourself, “How can I adapt that idea to my business?”
There are very few truly original ideas, but there are many, many
great adaptations.
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