success - Turbo Coach, achieve breakthroughs - Brian Tracy

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WITHOUT A PROSPECT, there can be no sale. A wellconceived marketing plan is the way you attract prospects. There are seven basic elements to be taken into account when designing your marketing plan: 1. Product 2. Price 3. People 4. Promotion 5. Packaging 6. Positioning 7. Place
156 <strong>Turbo</strong><strong>Coach</strong> These seven elements are universal; they are applicable in every industry and every business. They are also closely interconnected. A single change in one can dramatically change your sales and your profitability. In this chapter, we will focus on the first four marketing elements. The last three will be addressed in the following chapter. Product In creating a marketing plan, you must first be absolutely clear about your product (or service). Exactly what do you sell? A common mistake made by many businesses is to define their product in terms of what it is. ‘‘We manufacture photocopying equipment,’’ or ‘‘We specialize in the sale of computers and related products,’’ or ‘‘We offer a wide array of legal services,’’ or ‘‘We sell women’s clothing.’’ But people do not decide to purchase from you based on what you are selling; rather, they look for what your product will do for them. First, they must have a perceived need. Second, they must be convinced that your product will fill this need more easily and economically than your competitors’ offering. Ask yourself this question: ‘‘What need is satisfied by my product?’’ Stated differently, you might ask, ‘‘What problem does my product solve?’’ or ‘‘What pain does my product remove?’’ For example, the retail store specializing in women’s clothing might define its product as follows: ‘‘We help women look their best by matching them with their perfect wardrobe.’’ or ‘‘We help women accelerate their careers by
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Also by Brian Tracy Focal Point: A
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TurboCoach
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TurboCoach A Powerful System for Ac
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Contents Introduction .............
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Introduction In the last few years
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PART I GAIN CLARITY
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CHAPTER 1 Create Your Personal Stra
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YOUR SUCCESS IN LIFE is determined,
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Create Your Personal Strategic Plan
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CHAPTER 2 What Business Are You In?
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SEVEN KEY QUESTIONS AND THEIR ANSWE
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What Business Are You In? 17 viders
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24 TurboCoach whether your company
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26 TurboCoach 3. What are your area
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CAN YOU IDENTIFY YOUR CUSTOMERS? Do
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Know Your Customers 31 characterist
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CHAPTER 5 Identify Your Areas of Ex
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YOU HAVE SPECIAL GIFTS AND ABILITIE
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Identify Your Areas of Excellence 3
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CHAPTER 6 Remove Your Critical Cons
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ONE COMMON FEATURE of the complex a
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Remove Your Critical Constraints 43
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CHAPTER 7 Where Are You on the Sigm
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IF YOU OBSERVE THEM CLOSELY, you wi
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Where Are You on the Sigmoid Curve?
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Where Are You on the Sigmoid Curve?
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PART II INCREASE YOUR PRODUCTIVITY
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CHAPTER 8 Eleven Keys to Increasing
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PERSONAL PRODUCTIVITY IS A KEY DIFF
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Eleven Keys to Increasing Your Prod
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CHAPTER 9 Pareto’s Law ‘‘He w
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THE MOST IMPORTANT OF ALL productiv
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Pareto’s Law 69 your personal pro
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Pareto’s Law 71 daily work life,
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CHAPTER 10 Zero-Based Thinking ‘
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HABIT DETERMINES NEARLY 100 PERCENT
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Zero-Based Thinking 77 change. So d
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Zero-Based Thinking 79 a. Are there
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CHAPTER 11 Effective Delegation ‘
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TIME IS YOUR MOST PRECIOUS RESOURCE
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Effective Delegation 85 gate an imp
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Effective Delegation 87 Agree on Co
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Effective Delegation 89 person to w
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CHAPTER 12 The Power of Leverage
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IN THE WORDS OF THE GREEK PHILOSOPH
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The Power of Leverage 95 relationsh
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The Power of Leverage 97 7. Leverag
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CHAPTER 13 Ricardo’s Law of Compa
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A LONDON MEMBER OF PARLIAMENT and s
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Page 119 and 120: CHAPTER 14 The Parthenon Principle
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Page 123 and 124: The Parthenon Principle 113 Increme
Page 125 and 126: The Parthenon Principle 115 4. How
Page 127 and 128: PART III GROW YOUR BUSINESS
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Page 131 and 132: 122 TurboCoach Seven Ways to Turboc
Page 133 and 134: 124 TurboCoach Consider the case of
Page 135 and 136: 126 TurboCoach 7. Reduce your selli
Page 141 and 142: 132 TurboCoach experiences are comm
Page 143 and 144: 134 TurboCoach son ritual. Early in
Page 145 and 146: 136 TurboCoach amazes his customers
Page 151 and 152: 142 TurboCoach referred to you by a
Page 153 and 154: 144 TurboCoach cused on developing
Page 155 and 156: 146 TurboCoach Creating a ‘‘Gol
Page 157 and 158: 148 TurboCoach With each step, your
Page 159 and 160: 150 TurboCoach is meaningful to you
Page 161 and 162: 152 TurboCoach Application Exercise
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Page 167 and 168: 158 TurboCoach People The third ele
Page 169 and 170: 160 TurboCoach type of program duri
Page 171 and 172: 162 TurboCoach Price 1. What is the
Page 177 and 178: 168 TurboCoach signing computer she
Page 179 and 180: 170 TurboCoach For many years, IBM
Page 181 and 182: 172 TurboCoach 3. How might you alt
Page 187 and 188: 178 TurboCoach qualities, and attri
Page 189 and 190: 180 TurboCoach The Whole Package Pa
Page 191 and 192: 182 TurboCoach must be busy and act
Page 197 and 198: 188 TurboCoach ally be losing money
Page 199 and 200: 190 TurboCoach There are several qu
Page 201 and 202: 192 TurboCoach Marathon and Associa
Page 203 and 204: 194 TurboCoach What will you do wit
Page 207 and 208: 198 Appendix Helpfulness Meticulous
Page 213 and 214: 204 Index belief(s) (continued) and
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206 Index Drucker, Peter on commitm
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208 Index Law of Correspondence, 10
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210 Index products (continued) prof
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212 Index thinking (continued) ques
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Program and the Coaching Excellence
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success - Turbo Coach, achieve breakthroughs - Brian Tracy

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