Archive for the ‘Business’ Category

Changing a Corporate Tagline

I’ve been discussing the tagline that my company, Hertz Corporation, currently promotes with a few copywriters. The two taglines we’ve got are:

“We’re Hertz. They’re not.

and

“We’ll Come and Get You.”

Both these headlines fail for a few different reasons. The first one doesn’t really accomplish anything. It basically says who we are, but doesn’t say why anybody should care. The second one is almost a direct rip-off of Enterprise’s tagline: “Pick Enterprise. We’ll Pick You Up.” Instead of copying what the competitor is doing, we should be taking a different stance. Also, with “We’ll Come and Get you” it sounds like we, or some fiendish ghoul, will be coming to “get” you. Hertz has been the leader in the rental car industry for many years, and I think our taglines should reflect that leadership.

I’m contemplating rethinking and rewriting our company taglines and proposing them to our corporate office. I’m wondering if anybody out there has attempted such a feat and what kind of results followed?

New Goals

Wow, it’s hard to believe I’ve been away from my blog for so long. It’s time for me to regroup my thoughts and get back into the habit writing. My goals are to post at least once a week, change the look and feel of my blog, increase readership, and promote interactivity from people who read my blog.

It’s time to start thinking up some provocative topics!

Don’t Think About Numbers

No, I’m not knocking on mathematics. I’m talking about sales numbers. If you think too hard about your numbers, you’ll choke. This doesn’t only apply to professional salespeople. Even at places like Starbucks, branch numbers play an important role.

Any business has numbers. There’s a time to discuss how you’re doing, but don’t obsess over the numbers.

Dealing With Stress

The workday can bring stress and uneasiness into your life. I think setting aside time for yourself each day is an important practice. Breathing techniques and meditation help. Try to let your mind go blank and forget about all the stresses of your day. Take deep breaths in a 4 count and release on a 4 count. Do this for about 15-20 minutes a day and you’ll start to see the world differently.

Technorati Tags: ,

What’s the Difference?

How is your product or service different from your competitors? This important question leads you to the USP, or unique selling proposition. At Hertz, our USP for selling insurance is that there’s no deductible if you’re involved in an accident and any damage to the car, regardless of fault, is covered by Hertz. We also take care of the entire claim process.

Can your insurance company offer you that level of service? I deal with insurance companies all day long and not one of them can compete with our service. Without a strong USP like this, our product would be dead in the water.

If you don’t know what your USP is for your own business, I highly recommend putting some thought into how you’re different. Why would people buy the same old stuff? As Seth Godin would put it, be remarkable and make yourself a purple cow.

Accentuate the Benefits

Ultimately, customers and clients are looking out for themselves. They won’t be persuaded to buy your product or service if they think your motivations are self-serving. That’s why focusing on the benefits of what your selling is so crucial. Be sincere with the fact that you’re helping your customers achieve something with your product or service. It’s all about them.

Get Out There And Market

Building relationships is the most important part of marketing. If you can go into a place, establish rapport and become friends with everyone, you’ll have it made. They’ll love to send business your way since they know their customers will be taken care of.

The next most important part is integrity. Don’t promise people things you can’t deliver. All that does is cause headaches. Clients won’t use you if you continually drop the ball.

If you’re in the business world, even with minimal business sense, I’m sure you know integrity is important. Go out there and charm everyone with your personality, do what you say you’ll do, and success is yours.

Technorati Tags: ,,

The Breakdown

If you sell a product or service that can be sold in levels, do it. What I mean by this is start explaining and demonstrating your most expensive, premium service first. Look at popular products today and you’ll find different levels for different desires and needs. The Xbox 360 and IPod have different size hard drives available. At Burger King, you’ll find different size value meals.

While the products above don’t typically have professional salespeople pushing them, they do illustrate my point. If I were going to sell these products I’d always start by recommending the biggest and most expensive option. Detail the benefits of going big. Show them why they should have the best. Some people will accept the best and buy right away. Others will not.

Why won’t they? Some people can’t afford the biggest, most expensive thing you’ve got. Others might simply want exactly what they need. If price is a concern though, starting with the most expensive item and working your way down helps the customer to almost certainly buy the less expensive item. That’s called top down selling at its finest.

Give Them Hope

I recently had a customer who forgot an item in our rental car. The car had already been re-rented so we couldn’t check the car again. Of course we clean and check the cars as much as possible, but we miss things sometimes.

When the customer called asking about his item, he got the impression that there was no hope in finding it for him. He thought we couldn’t track cars at all and didn’t bother checking for items upon return. It’s unfortunate he felt the way he did, since we try our best to recover any personal effects in our rentals . We resolved the situation with him by finding his item and printing out a certificate for future use.

The moral of the story is that if we didn’t resolve the issue, negative word of mouth advertising would’ve spread. He wasn’t happy with how we initially handled ourselves in this position, which would’ve resulted in him telling people not to use Hertz. It’s also a reminder to tell people you’ll do absolutely everything possible to serve them.

Some Simple Advice

In sales, when you and your team have a stellar week, it’s easy to let up. Don’t allow yourself to slack off during the approaching weeks. Come out guns a blazin’ and keep the momentum going. Run with the “selling high” you achieved during the previous week. Besides, why wouldn’t you want to add more dollars to what you’ve already earned?