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THE WHOLE ENCHILADA Question 8: The correct answer is e) We have tried everything. If you answered the question, you recognize that business may not be thriving and you need help. "We were glad we called. We eliminated wasted effort and learned some new ways to reach customers." - Client H From small companies to large firms we have helped dozens of corporations define and meet goals. Before we take on a project we need to know some background information. When we come to see your operation it will be as much us interviewing you as you interviewing us. Here's the reason: This past year a CEO called us in to review his franchise sales program and get our reaction to his product, packaging, POP, distribution, strategic planning, the whole ball of wax. We read his materials, listened to his sales pitch and even reviewed his planning. The idea for distribution was good and the materials were informative, however, the execution was so poor, confusing and self-defeating, we saw no way to salvage his efforts. His marketing had no point. No clear message and nothing well defined. It was obvious he loved the product. There was a ton of technical data related. We recommended scrapping his total brand program and starting fresh. He said he wanted to keep pieces of it because, for whatever reason, he was married to it. Apparently, he thought the message was clear in his mind so others should get it at first glance too. They didn't. He also spent some serious dollars getting it to that point. Understand, he had sold only ONE minor franchise in a year's time, who themselves were having problems placing ANY of the product in their geographic zone. There had been almost no exposure in the marketplace so there had not been contamination of the name yet by the terrible brand support he produced. But the CEO stuck to his guns and even suggested that if we believed in his company we would give him our services for free. And he would pay us later. Well, we won't work on behalf of any product/service we don't believe will succeed. We also told him we weren't interested in working with him. He cannot believe we turned down his appeal for help. He didn't want to succeed. He wanted someone to tell him his marketing effort was wonderful and that he should keep pursuing the course he chose. We told him the opposite. And we asked him to admit his effort was awful and let us rework everything. That is a hard decision to make. Months later he has still not sold anything. He is most likely still following his charted course into oblivion. Too bad. It was a good concept and a good product. Only no one will ever know about it. If you have read this far you should have realized that what you are dealing with here is honesty. We will not shake your hand and praise your stellar performance. We leave back slapping to your subordinates. What we will do is tell you the truth. However painful it may be to hear. When we find something of value we will tell you that as well. Be prepared to get an earful. Be prepared to budget some hard earned dollars to succeed. And be prepared to succeed. Nothing kills success quicker than leadership which refuses to lead. If you are interested in using us, please review our services and rate information in the section labeled services. Don't be shy. We have accepted clients who have great potential and few resources. We have grown tiny companies (even one person entities) into larger firms. We have taken original inventions all the way to the majors. And we have made large corporations more efficient, secured massive contracts and literally saved the firm. One of our favorite success stories comes from a developer who built a retail center in a thriving area. He had $12 million in mortgages outstanding, spent $150,000 in magazine ads over a five month period to lure tenants and was on the verge of collapse. He asked us what he was doing wrong. We showed him he needed a concept. Trying to fill space without an idea of who you should go after is like shooting in the dark. You might hit something but chances are you'll end up hurting yourself. A few months later with a little more than $10,000 we filled the space. He went on to build more centers. We saved his company. He wasn't a neophyte. This was a man who spent 40 years in the building trades. He just ran short of the mark that time. We helped him get back on target. What can we do for you? |