Selling Commodities

"How do you create a perceived value to differentiate yourself from the competition, when you are both selling a commodity?"

That's a question I'm often asked in my seminars. It uncovers a problem that is spreading to almost every industry. The rapid pace of technological development and our ultra-competitive global economy means that no one can keep a competitive edge in their product for very long. Develop a hot new product or service, and before you can take your first check to the bank, a competitor has a hotter or cheaper version. As a result, customers are more and more inclined to view your product or service as a commodity - no real difference between you and the next guy.

This complicates life for the salesperson. In some cases, you are selling exactly the same thing as your competitor. I spent a number of years selling for a distributor who sold, for the most part, exactly the same products as four or five competitors. Many of my clients work in this arena. Lumber distributors (a piece of lumber is a piece of lumber), industrial fasteners (a screw is a screw is a screw), petroleum (87 octane gasoline is 87 octane gasoline) etc. The list goes on and on.

In other cases, your product may not be exactly the same, but the customer views your product as a commodity with no real differences between what you sell and what your competitor offers. How much real difference is there between Coke and Pepsi after all?

Regardless of the situation in which you find yourself, the problem for the salesperson is the same - getting the business in the face of the customer's perception of your "me too" product or service.

So, what do you do? This. To put it simply, you must detail and communicate the important ways your offering differs from your competitors.

That's easier said then done. To do so effectively, you need to spend some time thinking and preparing. And that means that you must carefully consider the two most important elements of the sale - your offering, and your customer. In this column, we're going to focus on one part of that equation - your offering.

Granted, your product may be exactly the same as the competition, but the totality of your offering may be dramatically different. I use the word "offering" to indicate every aspect of the purchasing decision - not just the product. For example, the customer buys the product from a company - yours or the other guys. The customer buys it from a salesperson - you or the competitor. Your company and you are part of the "offering." In addition, there may be differences in your terms, delivery, your customer-service capabilities, your follow-up, your return policy, your value-added services, etc. All of these are part of your "offering."

The product may be identical, but everything else about your offering may be different. For example, let's say you are contemplating purchasing a new Taurus. You have identical price quotes from two dealers. The product is the same, and the price is the same. However, one dealer is close by, the other across town. One dealer has a reputation for great customer service; the other has no such reputation. The salesperson for the first dealer is the brother of an old high-school friend, while the salesperson for the second dealer is a bit cocky and pushy. The first dealer has a clean, comfortable establishment, while the second one is cramped, cluttered and dirty.

From whom do you buy your Taurus? Stupid question. Of course you buy it from the first dealer. Not because of any differences in the product or the price, but because of differences in the offering. Got the idea? There is a whole lot more to a decision to buy then just the product or the price.

Your first job is to identify those differences. Here are some very specific steps you can take today.

ONE: Think about everything that is associated with the product when a customer purchases it. Create several categories, and label columns on a piece of paper with the names of those categories. For example, the first column could be headed with the word "company," the second with the word "salesperson," the third with "terms." Continue in this way, identifying every aspect of the offering and placing each of those components at the top of a column.

TWO: Now, consider each column one at a time, and list all the ways that your offering differs from your competitor's in that column. For example, your company may be locally owned as opposed to your competitor's branch of a national company. Or you may be physically closer to the customer, or larger, smaller, newer, older, etc. After you've exhausted one column, move onto the others, filling in the details as you go.

THREE: This exercise will typically reveal dozens (and in some cases hundreds,) of specific, detailed differences. Far too many than you can easily communicate to the customer. So, your next step is to pick out those differences that are most important to your customer. Keep in mind that often what you see as important may not be viewed that way by your customers.

At one point in my career, I worked for a company that celebrated its 100th year anniversary. That was unusual. No other competitors had been in business nearly that long. The company decided to make a big deal about it. A history of the company was written, brochures printed, even murals depicting significant moments in the company's history were painted on the walls of the corporate office. We all thought it was important.

Our customers, however, didn't care. After respectfully listening to our boasting, their response was some form of "So what?" In other words, our 100 years didn't mean anything to them. In no way did it make their jobs easier, simplify their lives, or make them more important to their companies. What we thought was important turned out to be irrelevant from our customers´ perspective.

Don't make the mistake we made. Instead, take the time to critically analyze your list, and eliminate those items that are not important to your customer, that don't impact their jobs or make a difference to them. You should be left with a handful of items.

FOUR: One more step to the preparation. Translate each of those items into statements of benefit to the customer. For example, your company may be local, while your competitor ships from 50 miles away. So what? What does that mean to your customer? You could translate that item of difference into a benefit by saying something like this: "As opposed to some other suppliers, we're just 15 minutes from your plant. This means that you can get quick delivery of emergency shipments, as well as rapid response to any problem that might develop. So, you'll have potentially less downtime in the plant, and of course, less stress and pressure on you."

Now that you've professionally prepared, you are ready to communicate those differences to your customer. You need to point them out in an organized and persuasive presentation.

Prepare a sell sheet with each of the differences noted as a bullet. Next to each bullet, have a few comments that capsulize the benefit statements you prepared. Then, meet with your customer, lay the sheet down in front of him/her, and talk down through it, explaining each point as you go.

Treat it like you would any other well-done presentation. Be sensitive to your customer's reaction, and ask for feedback as you work down through the list. Say, "How does that sound?" or "Does that make sense to you?" and emphasize those things that seem to be more important to your customer. Then, leave that sheet with your customer.

I'm always amazed at the number of salespeople who are confounded over the customer's perception that their product is just like the other guys, when those salespeople have done nothing to show the customer how it is different.

As always, if you have done a good job of analyzing, preparing, and communicating, your customer's perception should be altered, and you gain the business. If you haven't done well at this, then your customer will continue to see no difference between buying it from you and buying from the next guy. And, if you haven't shown him/her sufficient reason to buy it from you, then he shouldn't.

From the customer's point of view, if your offering is just like the competitor's, then the customer is absolutely correct in buying from the cheaper source. However, if there is any difference between your offering and your competitors´, than the responsibility is totally yours to show the customer that difference. Follow the process described here, and you'll have far fewer customers treating you like a commodity.

Copyright 2002 by Dave Kahle

Baby Swimming Lessons - Infants Can Be Taught to Float at Early Age

Are you a parent of a very young child? Then it is important to know that infants definitely can be taught how to float from an early age. It is definitely a good idea for any parent to spend time in the water with their infant. This is important to your child's safety. Don't delay in getting set up with swimming classes right away.

The sooner you and your child get started in classes, the sooner they will know how to swim from an early age. Now, they will not be able to do much more than float when young, but it will get them used to the water. This will prevent them from being frightened of water later on in life.

Any infant can be taught how to float from a young age. It is always a good idea to find a swimming lessons that can help with this. The classes that offered can usually be easily found by going to your community center. It is not hard to find classes or lessons to take with your infant.

Look in the local phone book for swimming pools, community centers or aquatic centers in the area. Then call them to see if they offer lessons for babies. The younger your child can get started with classes, the safer they will be in water. Plus, this will give you peace of mind knowing that they have the knowledge to save themselves when they are older if necessary.

The baby swimming lessons will help your child learn many new things, besides not being afraid of the water. A professional can teach you and your child many things that will help both of you feel more comfortable in the water with each other.

Parents tend to worry about children, while children have no fear. Lessons will definitely help with both of these issues. Plus, kids that have lessons will know how to get themselves out of danger if this should ever happen to them.

Start teaching your child from a very early age how to float and then swim to be sure they will be safe. Being a parent means that you will have to make sure your child is protected, lessons for swimming is definitely something they will need. Find a swimming school today where they can take lessons so they are always as safe as they can be in or around water.

Business Class Flights to New Zealand

Choosing the best deals on business class flights to New Zealand would depend a lot on your starting point as well as your final destination. Since most long distance flights travel to the Christchurch International Airport, Hamilton Airport, Wellington Airport, Queenstown Airport, Dunedin airport or the Auckland Airport, you would do well to know the distance of your final destination from all these places to choose the right flight option. Several airline operators like Qantas Airways, Emirates, British Airways, Air New Zealand, Cathay Pacific, Singapore Airlines, and Malaysia Airlines run flights to New Zealand. Depending on your budget and the route, you can take your pick from any of these airline operators.

Though you can book business class flights to New Zealand round the year, it pays to book in advance during the peak seasons. Most flights are booked days in advance for the period between November and April, as well as during the school holidays around Christmas. In case you plan to make a business trip during these timeframes, make sure to have confirmed tickets in advance to avoid last minute disappointment or paying huge sums for the same. Another thing to keep in mind, especially if you are to planning to take domestic flights to the southern part of the country, is to avoid the months of June to November, if possible. Since this is the peak season for ski enthusiasts who like to test their skills at The Remarkables or the Coronet Peak, you would do well to book your seats in advance if you need to fly during this period.

In case you are looking for business class flights to New Zealand during the months of May to October, you should check your options carefully. As these months are the lean season, many airline operators offer cheap flights to keep their business running during this period.

If you don't mind splurging money on business class flights to New Zealand, you may check for business premier class seats that bring many facilities to let you travel to New Zealand in style. Be it large beds coupled with pillows and a duvet to snuggle into, aisle access, in-seat power port, high-resolution screen along with on-demand videos, adequate personal items storage space etc, you can get all these and more. Some airline operators even offer a chance to experience both USA and Asian stopovers enroute, which you can use to mix business with pleasure, in case you want to.

You can search online to come across some of the best deals for business class flights to New Zealand and then compare the details thoroughly to take your final decision. So, search well and you will surely get a win-win deal.

How To Advertise A Property For Sale

Selling your home without using a real estate agent is not difficult but as many buyers as possible need to know that your property is for sale if the process is to be a success. The key to getting the message out to buyers is an effective advertising campaign.

Homeowners who chose to go down the private sale (FSBO) path should consider the advertising tools that traditional real estate agents use and think which ones would work best for their property. Sellers should also remember how much they are saving in commission and commit to investing part of this in advertising, a rule of thumb is to allow 1% of the property value for promoting the property. Scrimping on advertising is a false economy, if buyers don't know that the property is for sale the property wont be sold and you may end up having to pay far more in commission to a real estate agent.

The following methods are often used by homeowners looking to sell their homes and by professional real estate agents:

Internet listing

The internet has revolutionised how we buy real estate. Buyers are able to view thousands of potentially suitable properties from the comfort of their own home 24 hours a day. In today's real estate market an internet listing is an essential part of marketing a property for sale. Good FSBO websites will let you write a detailed description and post pictures of your property.

Internet research enables buyers to make a short-list of potentially suitable properties, which they will follow up with a visit. If a property is not listed on the web it may not even make it onto a buyer's short-list.

For Sale sign

Although the internet has made a huge impact on the real estate market one of the most effective tools used to advertise a property for sale is one of the oldest. A simple but well-designed sign in the front yard lets buyers know that the homeowner is looking to sell.

More than one third of properties are sold to buyers who learnt that the property was for sale through a for sale sign. Many buyers drive around a neighbourhood that they are interested in, getting to know the area and looking at for sale signs. If your home is for sale and you don't have a sign you've already excluded one third of potential buyers.

Newspaper Classified Adverts

Despite the rise of the internet newspaper classified ads are still a popular way of advertising a property for sale.

Classified ads work well with an internet listing as only the basic details of the property need be included in the ad with buyers referred to the internet listing for more details and photos. As charges for classified ads are usually based on the number of characters or words, referring buyers to the online advertisement can save the seller money.

Flyers

Many buyers come from the local area with most moving less than 7km away from their previous home. These buyers can be reached by distributing well-designed flyers that help spread the word about the property for sale.

A letterbox drop in the streets surrounding the property helps spread the word. Posting flyers in letterboxes of smaller properties targets buyers looking to upgrade to a bigger property. Posting flyers in letterboxes of larger properties targets empty nesters looking to move to a smaller property. This also creates great word of mouth advertising and may attract buyers looking to move closer to family or friends.

Sellers should think about where their target market goes and make sure that a flyer is displayed prominently. Local stores, cafes or libraries often have notice boards where flyers can be pinned up. Local businesses sometimes have staff looking to buy so sellers should find out if their local hospital, school or large company has an accommodation officer or notice board to display flyers.

Word of mouth/networks

An often overlooked but very powerful method of advertising a home is to use existing networks. Sellers should make sure that all their friends and relatives know that their home is for sale and get them to pass the details onto their friends.

Here again an internet listing can aid the selling process. Some buyers may feel uncomfortable about approaching a close friend or relative to find out the asking price or may not want to risk offending them if they visit the property to find it is not to their taste. By viewing the property on the web buyers need only proceed if there is a good chance that the property will be of interest.

Landlords should tell their tenants that they are looking to sell and ask them if they might want to buy, after all they must like the property as they are paying rent to live there. It's amazing how many landlords prepare their property for sale by giving the tenants notice to leave when they may have been interested in buying all along.

Any homeowner who is serious about selling their property would be well advised to use all of the advertising techniques described above. By spreading the word to as many buyers as possible a seller is more likely to achieve a quick sale at a good price.

Costa Rica Tops the Polls

Costa Rica was ranked 5th in terms of global environmental performance in 2008 in the annual EPI (Environmental Performance Index) compiled by Yale and Columbia Universities but this small Central American Country is on a path of constant improvement and has now been ranked number one by the Happy Planet Index in June 2009. This index measures the happiness of the nation's people in comparison to their ecological footprint and Costa Rica was the clear winner.

Their plans to be carbon neutral as a nation by 2021 will ensure that that they will be hard to shift from this number one spot.

Meanwhile, the Economist Intelligence Unit ranked this emerging economy as the 7th most politically and socially stable country in the world in March of 2009. A good safe place for foreign investment perhaps? IDF magazine (Financial Times Publishing Group) agrees and ranks them as the second most attractive country in Latin America and the Caribbean for Foreign Investment (They were just pipped at the post by Puerto Rico)

The Latin Business Chronicle ranks Costa Rica as the second most globalized nation in Latin America on the basis of six criteria - imports, exports, tourism receipts, foreign direct investment and remittances.

Finally they have just increased its placing in the Global Competitiveness Index by 4 places and now ranks second only to Chile out of all the countries in Central and Southern America. Interestingly, they beat their perhaps better known neighbour Panama by 8 places in the Index.

So Costa Rica is good for the environment and good for business.

An attractive place to retire to? 1% of the population is already North American and Canadian retirees and expatriates and retiring to Costa Rica is a straightforward process.

It is estimated that 100 million baby boomers will retire over the next two decades and some projections estimate that 10% of them will seek to live outside of North America.

With its low cost of living, excellent health care and safe beautiful environment Costa Rica looks likely to attract many of these retirees.

In-Spite of Cervical Cancer - Sandra Insisted to Have a Baby

In-spite of having cervical cancer, Sandra Kent still wants to have a baby and fight for her right to get pregnant. She was adamant after having been into surgical treatment right after she has recovered giving birth to her child Ariel.

The level of responsiveness, perseverance as well as motherhood

Sandra Kent's thrashing tale of life started with a twilight phone call about six years have passed. On the line was the secretary of the gynecologist telling her that after truthful and careful tests, the test that was made was invalid. She then who was at her 33rd age carried out the test again. After waiting for quite sometimes, the result was ready and she was asked to go to the clinic."In just a couple of hours I was already there," Mrs. Kent said. "The doctor made certain and told me that the result only requires removal of small lesions and could be done with local anesthesia." Later she was supported by her family and friends to Dr. Hanna Shapiro for a surgery.

And that was when her, Sandra's, worries had begun. Right after the said surgery, her doctor told her that it wasn't possible to take out all the cancer cells thus another surgical operation is needed in order to save her life. " I could hardly utter any word, should I do it, it will mean not to bear a child anymore." Yet the doctor exclaimed, "We're here for your life and not for your ambitions"

Sandra Kent was like being wrecked. On the other hand, her friend doctor, Dr. Shapiro, cheered her up. She told her about the surgery abroad which could still preserve the uterus after the operation. This kind of operation was mastered by Proffessor Daniel Edraz June - a well known expert in Lyon, France.

Sandra: "Statistics shows that there were already two Israelite women who undergone cervical operation abroad. I have called one and she motivated me and passed me to Dr. Ofer Lavie, the head of the gynecology unit of Caramel Medical Center in Haifa." He has not done the cervical operation but he has compiled the information with regards to these instances in Israel and escorted the two patient for operation abroad.

"There I met him, Dr. Lavie and he educated me that it is upon the operation with the findings would be possible to conclude whether or not to remove and or preserve the uterus. He then added that there is a great risk of miscarriage whenever pregnant. However I opted to undergo the operation."

Dr. Lavie's colleague, Prof. Uzi Beller who is also a gynecologist and the director of Shaare Zedek Medical Center, Jerusalem invited Professor Edraz John, an expert from France to do the operation. The successful operation was happened on July 2003 at Caramel Medical Center and gynecologists throughout Israel watched the live broadcast airing out the good news. As Sandra open her eyes, Dr. Lavie told her, "inside the womb." Sandra, "As I heard those words, I grinned and sleep again."

Sandra was then released a week after the successful surgery informed that the lesions were taken out. Yet, she have to do follow up check up and to avoid getting pregnant within the early six months.

Get Well, Wedding, Birth

Time goes by and she met Tom, a medical expert from China. They were exclusively dating and few months later, they were married. They have been trying to let her conceive but she wasn't able to until a couple of months. After the many attempts, she was pregnant but then miscarriage twice. Consulting to Professor Howard Achfaf pointed out that the miscarriage were associated with thyroid function which regulates the metabolism of the body.

Sandra: "I just took Altroxen pill daily and a couple of months later I was pregnant already. I really prayed and prayed that the pregnancy will endure."

On the 29th week, Sandra was bleeding so she was rushed to the hospital to save the pregnancy until giving birth. On the 36th week, she was starting contractions and water breaking. Finally, after six years from surgery, a healthy baby was born via cesarean on the 20th of July from a mother who undergone cervix tumor surgery. The baby is now five months old in the name of Ariel.

Sandra Kent says, "Do all the required tests. We also have to know that doctors don't always know all the solutions to your problems. Consult and check yourself and devote to a doctor who will treat you as human with life and emotion not just for medical records."

Disability Insurance - What If You Are a Business Owner and Cannot Work

Entrepreneurs are almost always irreplaceable when it comes to small business, if they get sick or become disabled the business fails, their income dries up and they end up in bankruptcy. But, there is insurance for such things; disability insurance protects the income of a business owner, individual or entrepreneur that gets sick or hurt. This type of insurance can save a business by paying its bills, as well as the individual's personal bills. Income disability insurance can be a life-saver.

Surprisingly enough, this type of insurance is not as expensive as you might think. Why? Simple, because most business people are so busy working they never have time to get ill and most of them work even if they are hurt and thus, would never need to utilize the insurance unless something devastating happens and that is very rare with that type of individuals, thus, it is a very good risk for the insurance company and a profitable line of insurance to offer.

Of course, a business owner must be careful when buying this type of insurance and know what is covered, some policies have some very interesting criteria as to how and when they will release the funds. Some only give you 50% of the income you made prior to the disability and thus, you will not be about to pay your bills in many cases, this is quite serious, of course the insurance company figures this will get you back to work faster (an incentive).

You must also watch the delayed periods the policy stipulates such as the time between payouts and the date at which you are officially deemed disabled. Please consider this type of coverage if you own a small business.

How to Interview A Property Management Company

Property Management companies come in all sizes and shapes. It seems that many of them are a small business or family business. If you have a large portfolio of properties or a large multi-family income property you can attract a variety of companies because many are paid as a percentage of rental income. If you have a single family home or a smaller rental property its just not that attractive to many companies because they won't see much income from it and you may not get the attention you deserve. You may find better service from a smaller property management firm.

How Do You Find Them?

Check with the standard sources such as referrals. You can also ask:

* Local Real Estate Agencies - They may have a local property manager they often recommend to or perhaps one of the agents also manages property.

* Check with your local Property Management Association or apartment association for a list of local firms

* In rural areas the State Apartment Association may be a good resource for a firm near you.

What Do You Look for In a Management Firm?

* Valid Brokers License: In may states a brokers license is required to operate a property management company. You can check to with the local dept of real estate to validate it and see if it has ever been revoked or suspended.

* Management Fees: Property Management fees are generally a percentage of rental income. Fees can vary from company to company and you should shop around. Expect fees of 5% or more as a percentage of rental income. If you own a single family home or a duplex that has a low rental income number, you may get quoted a flat rate.

* Maintenance Staff: Does the firm have its own maintenance staff? Are they 24 x 7 for emergencies? Will they provide you with itemized statements and for larger jobs three independent bids? Does the company charge a fee on top off the management fee for major upgrades?

* Working Relationship: Are they friendly and is the staff easy to reach at during normal business hours? Is the office clean and uncluttered? Do they respond in a timely fashion and can they provide referrals or testimonials for you to contact. In short, do you want to work with them?

* Reporting: All property Management firms should have software that will provide you with clear and professional monthly statements. Accounting: When will the manager mail your check to you? Can you use direct deposit? State laws usually dictate accounting rules for managers its good to have that information at hand. On Line Statements: Many firms will have on line monthly itemized statements available to owners. This convenience will increase transparency and save you time. EFT: Does the management firm allow tenants to pay online. This would allow bounced checks to be discovered sooner and that increases your cash flow. 1099: Will the management company provide you with an IRS-1009 and a summary profit and loss statement for tax purposes?

* Reserves: Most companies will require you leave some funds on deposit for small needs your property may require. This way they don't have to call you each time they need to send someone to fix a small item. You should ask how much reserves the company requires. Also, set a limit on how much a company may spend on your property for maintenance or repairs without contacting you for approval. Is $500.00 appropriate or $750.00, discuss your comfort level before you sign

* Vacancies: Do they charge a rental fee? Often companies will charge a percentage of the months rent for the service of renting a unit. The screening should process include an application, a credit report, a conversation with the prior landlord and income verification using the 1040 for self employed or pay stubs. The service should include reporting a qualified tenant to you and a proper lease. We provide a lot of info on tenant screening information. Be familiar with the process so that you can determine for your self that a good job is being done. You only want good tenants, evictions are expensive. Viewings: Some companies will be there for a showing to groups of people interested in the unit. Other companies allow prospective tenants use of the keys with a small deposit. Find out how viewers can see your property and whether you are comfortable with the procedures. If the management company staff shows the unit ask how often they will show and especially on weekends.

* Advertising: How will they advertise the vacancy? Be clear on all costs involved and have limits or a system of approval. Do they use the web? If so, can they create virtual tours or use photographs. These skills should translate into quicker rentals and better cash flow for you.

* Evictions: This should require a lawyer and the proper legal procedure for your area. How do they charge for this and will the lawyers fees be invoiced so that you can see the true cost.

* Termination of your Agreement: We like contracts that can terminate in thirty days with a written notice and without penalties. An exit plan that is agreeable to you is critical.

Howard Bell for yourpropertypath.com

Practical Work at Home Ideas

This is an e-book review on The Ultimate Home Worker's Directory. I received a review copy of this e-book in exchange for posting an honest review.

And my honest review is that I definitely got the better end of the deal!

I read every e-book with a grain of salt as I try to make my way through the hype. Not this book!

In The Ultimate Home Worker's Directory there is NO hype. The writer delivers exactly what he promises: 75 types of honest and legitimate risk-free opportunities to make money at home

The Ultimate Home Worker's Directory is laid out very clearly. Starting out is a list of scams and how to spot them.

But then the writer gets into the important stuff: How to make money from home

I'm pretty savvy about various ways to earn money at home yet I found MANY ways here that were new to me and I'm sure they'll be new to you!

Each method for making money at home is described clearly, starting with information on income potential and possible up front costs. The writer continues with a description of the work and how to go about getting started at it. If any costs are involved, the writer is very up front about it.

Don't expect to make $1000s overnight with the information in The Ultimate Home Worker's Directory. It is not going to happen. But if you are looking for ideas on how to make money at home, and are willing to work at it, I believe there is at least one method, if not more, in The Ultimate Home Worker's Directory that will work for everyone.

You can buy your copy using the direct link below. Yes, direct link. I make nothing from your purchase.