Recommended  sites

PPI Business NLP

NLP training and business performance coaching. Newsletter and taster sessions for free

NLP CD's

NLP, personal enhancement and hypnosis CD's. Buy on-line

NLP Store

NLP, leadership, sales, coaching and hypnosis books

Executive and Business coaching

UK based network of executive and business coaches

Coaching tips

Executive and business coaching tips with free newsletter

NLP Newsletters

Join  3000 people in 90 countries and register for a  bespoke Business NLP newsletter. This enables you to book an enjoyable free taster evening in London or Milton Keynes and keep up to date with the best NLP training worldwide

NLP Database

Add your name to our database of NLP practitioners

Out-Maneuver Your Competitors & Grow Your Business
 
 Interview with Peter Dodd
 Written by: Nicole Attias  
 
Do you have a great business vision and think you know where you want to be in the next 3-5 years? Do you realize you need a clear business plan but don't know the best way to accomplish your goals? Do you have a clear marketing strategy, positioning image and motivating presentation?
 
 The word "marketing" is often prostituted. Approximately 90% of entrepreneurs think marketing is the same thing as selling. Marketing consists of many segments such as effective research, needs analysis, competitive positioning and branding, service/product fine tuning, pricing, promotion, advertising, selling and fulfillment. Increased sales usually take place as a result of effective marketing. Many business owners get stuck along their professional journey because they don't know how to compete in the marketplace. Great intentions and a strong love for what they do in no way substitutes for adequate business "go-to-market" know how.
 
 Peter Dodd, a proven visionary with a strong background in marketing and design, and President of Actionstrategy.com, works with a broad range of clients to promote effectively and to out-maneuver their competitors. "I'll strengthen your image, stimulate sales and save you time and money doing it", says Dodd. Nothing helps or hinders the sales of a product or service more than the planning (or lack of it), image and presentation.
 
 For example in product packaging, the key conveyor of a product's image on the shelf is in its branding and positioning. With only 3-5 seconds to grab the consumer's attention, each product stands in direct competition with many rival brands. In a "service" business, it's in the first 5 minutes that a presentation and content will grab the moment. Remember, you only get once chance to make a "first" impression.
 
 Sometimes business owners and consultants are so close to their businesses that they fail to acknowledge what no longer works or what new actions and directions might benefit from new trends and change. A common mistake they make is that of thinking too much about their "small specific picture" instead of the "big competitive picture". For example, by the time they set their goals and describe the "who, what and where" and put a marketing plan in place, it looks more like a report than a step-by-step action plan that brings them closer to their goals. In essence, they've created a "marketing overview" instead of a "strategic marketing ACTION plan".
 
 Even more disturbing, many consultants run from the reality that all strategies do eventually fail. What all entrepreneurs and business professionals need is vision, plus a fresh promotional attack to adapt to changing trends. They need to take advantage of new opportunities to increase sales. "If your business does not adapt to emerging trends and open new doors, your competitors will", astutely advises Dodd. "You must go out on a limb to get the fruit!"
 
 Dodd instinctively knows what to do with an existing concept or idea, and takes it step-by-step to the launch. Dodd is perceptive, visual and creative with each project that he tackles. His tuned perception and talent for marketing, design and business promotion helps him understand corporate culture, the entrepreneural spirit, business development and evolving target markets. In over 20 years, Dodd has won numerous awards and recognition in Canada, the United States and Europe for corporate and business image and branding, and aggressive marketing strategies. "Give me the opportunity for 2-3 months and I will guarantee you significant measurable results", confirms Dodd.
 
 To get started, and apart from your service, product, manufacturing, distribution or trendy idea, you need to build your plan, image and presentation on a solid foundation. You must have the following beliefs and attributes to succeed:
 
 1. A genuine interest from the heart, strong passion and a great vision
 2. An understanding of the "big" picture and your potential success
 3. Knowing your business fit with trends and their realistic needs
 4. The knowledge and acceptance of your strengths & weaknesses
 5. Patience and continued persistence to sell
 6. A commitment to update, communicate and market your idea
 7. A take-charge attitude...and the will to do it!
 
 In planning, you need to identify and understand your Target Market, how you will fill their needs, understand your competition, set realistic goals and prepare your strategy and formulate the "bottom-line" financials.
 
 Now comes the time to "package" all of this in order to present a strong and competitive image, description, supporting content and sales promotion, then produce all of this material and launch your campaign.
 
 Most people are intimidated by marketing. Some belive its dishonest. "A national poll revealed that 53% of the American population sense a feeling of deception about marketing." While most marketing tells the truth, a great deal of it exaggerates, primarily due to neophyte enthusiasm or hasty decisions on the part of the company.
 
 It is quite simple to be honest in all of your marketing. Yet it is quite difficult to be believed. Dodd believes in credibility, creating a solid management foundation and competing to get results. As a team player and coach, he is supportive and goes the extra mile to make projects work. He has conducted over 500 projects for more than 350 corporate and small business clients. Merrill Lynch, KPMG, UMF Seafoods, Amsterdam Breweries, Golder Engineering, Optix Opticians and Blue Ridge Condominiums are examples of companies who have greatly benefited from Dodd's expertise.
 
 Finally, a sobering realization. The inevitable emotional torment will raise its ugly head. How do your business associates, family and friends view your business aspirations and dreams? Be prepared to face the unknown. Don't be surprised when your best friend expresses how he feels about what you're doing. Don't be alarmed when he flat out asks: "why on earth would you do that...?" or mockingly snickers "I wouldn't do that!"
 
 Will your best friend praise your vision or upcoming successes, or will he be negative and possibly jealous because he does not understand your will to accomplish something creative and wouldn't have the "gutts" to try it for himself? Although it is wise to listen to other's opinions, this is ONLY true if they offer advice from actual first-hand experience (not from a different profession, media articles or gossip). Many people will not support your business ideas. Get used to it! By doing something creative, you're evolving in life at a much faster rate than the average 9 to 5 employee. Be prepared to "dodge the bullets" and enjoy your journey, but remember to stick to your passion. Don't let the nay-sayers dissuade you. Have courage and take comfort knowing that you will find inspiration from others who have "walked the line". New, future friends, associates and suppliers, all who have "been there", will offer you support and encouragement when you need it.
 
 So now, back to the future. Are you aware of what your business image communicates to your clients or customers? Do you realize the consequences of not positioning your business effectively in the marketplace? Although everyone knows a great idea must be supported by a great presentation, not many know how to present their product or service in a "call-to-action" for a successful response. The right package will propel an idea toward success; the wrong package will doom a great idea to failure. Most small business owners fail to be realistic. Take the time to open new doors with a strong action-plan, presentation and image. If you don't, your competitors will.
 
 
 Peter Dodd is strong visionary and recognized top performer with gifted capabilities. He creates marketing thrusts from original concept inception, planning, development & design, through to production and implementation. To take your business to the next level, contact him at: 416-960-5400. Send email to: dodd@actionstrategy.com or visit website: www.actionstrategy.com
 
 
 Nicole Attias has her honors degree in psychology and is a member of Toastmasters International and the executive coaching network. She works with instructors, entrepreneurs and corporate professionals in the area of presentation-skills, helping them to speak with confidence at meetings, trade shows and events. For free public speaking tips, email her using the link below.
 
 Email the Author