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The following are my Top 10 suggestions for creating a career/business

that will remain profitable for years to come.

1. Customer Benefits.
You and your customers must clearly understand the benefits that your
products and services provide. Most buying decisions are based on the
consumer's perception that a new colour will add prestige or that a
smaller, lighter product will be more convenient. Customers buy

2. Extra Value.
Customers must receive more in value than you charge for your goods
and services. Most of us don't want a "fair" exchange, we want a
bargain, the sense that we got extra value for our money.

3. Superb Service.
This means attention to detail. Answering the phone on the first ring,
providing an 0800 number and 24-hour customer service numbers are
examples. Marks and Spencer has made a fortune with its "no
questions" guarantee. So can you!

4. Know your Audience.

Every business has to know its audience. Volvo and Nissan have very
different audiences, and their advertising, pricing and even the
location of their dealerships reflect this. Young adult audiences may
value low price, while another group may value quality, performance,
reliability or some other item. This is even more critical for service
organisations whose products are invisible (consulting, education,
coaching, etc.).

5. Location.
In the old days, this meant the street address of your shop or store.
Now it means getting your marketing messages into your customers'
hands when and where they are receptive. Be certain your website is
located at the top of the search engines. Make your Yellow Page ad
larger or distinctive.

6. Convenience.
Customers expect to shop at their convenience, to pay by credit card,
to call an 0800-number, and to have their questions answered
correctly the first time. Obviously, most service providers (medical,
legal, consulting) can not be available 24 hours a day, and how you
handle that problem will say much about you and your business to
potential customers. Make it easy to buy from you!

7. Innovation.
New is good, newer is better. Customers expect the benefits of the
most modern technology. At a minimum, they expect the convenience
of e-mail, voice mail, text etc. If there is a faster, better, cheaper and
more reliable way to do it, adopt cutting edge techniques before your
competition does!

8. Reliability.
Consumers assume they can rely on your products and services. If
they are purchasing your time and expertise, they rely on your
availability, your advice, your attention to detail, and your follow-
through. Durability may be less important in a throw-away age, but
consumers demand 100% reliability. Be there for them every single

9. Planning.
Planning takes on strange twists when a computer chip "generation"
lasts 6 months and a website may be "old" in 6 weeks. Planning is the
ability to monitor, influence, and profit from change. Planning means
having a mission statement and the flexibility to respond instantly
when new information allows you to fulfil your mission more
effectively. Planning means you control your destiny.

10. Communication.
This means instant, 2-way communication between every level and
every branch of an enterprise. It means communicating with your
vendors and competitors, and working with your customers so they
become your most important designers, researchers and customer
service experts. It means an "open door" policy and flat organisational
models. It means listening is more important than speaking. It means
ideas rule the world.