success - Turbo Coach, achieve breakthroughs - Brian Tracy

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Complete Your Powerful Marketing Plan 171 itself to marketing on the Internet? If so, do you have a Web site? Has it been professionally designed? Have you taken the same pains to tailor its appearance to appeal to your ideal customer, just as you have with your office décor? Does your site have e-commerce capability? Do you have someone on staff, or perhaps an outside contractor, who stays abreast of changes in technology to update your site accordingly? Do you, or an employee or outside contractor, specialize in the business—as opposed to the technology—of your Web site? Have you developed a marketing plan for your Web site? If you do not keep abreast of Internet developments, you will run the risk of being left behind—a relic in a progressive world. As you move forward in completing and implementing your marketing plan, be sure to carefully consider the final three Ps of marketing: packaging, positioning, and place. Combined with product, price, people, and promotion (covered in Chapter 18), they form the matrix of a powerful marketing initiative. Application Exercise Packaging 1. What are the ways you could package your product differently to make it more attractive and more competitive? 2. What kinds of changes could you make to the appearance of your marketing collaterals to make them more attractive and more appealing to your ideal customer?
172 <strong>Turbo</strong><strong>Coach</strong> 3. How might you alter your personal image and/or that of your employees who interact with the public to create a more favorable impression with your ideal customer? Positioning 1. What is the primary need or concern of your ideal customer? 2. How can you position your product to address this need or concern? 3. Are you able to deliver on the inherent promise in such a positioning strategy? 4. If not, what steps will you take to ensure that you ‘‘under-commit and over-perform’’? Place 1. Where do you sell your product? 2. How might you change your location to become more competitive? 3. How might you change your décor to become more competitive? 4. How might you change your Internet strategy to become more competitive?
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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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Ricardo’s Law of Comparative Adva
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CHAPTER 14 The Parthenon Principle
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DURING THE PERSIAN WAR, the buildin
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The Parthenon Principle 113 Increme
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The Parthenon Principle 115 4. How
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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
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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
Page 165 and 166: 156 TurboCoach These seven elements
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: 170 TurboCoach For many years, IBM
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
Page 215 and 216: 206 Index Drucker, Peter on commitm
Page 217 and 218: 208 Index Law of Correspondence, 10
Page 219 and 220: 210 Index products (continued) prof
Page 221 and 222: 212 Index thinking (continued) ques
Page 223: Program and the Coaching Excellence
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success - Turbo Coach, achieve breakthroughs - Brian Tracy

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