Today, our guest is Matthew Pollard. It's time to stop being like everyone else. Competing on price is epidemic in business, and everyone knows it is a long fight to the bottom, but they don’t know of another way. Is business really that hard, or can a business get out of this negative spiral? The secret to avoid competing on price is learning to specialize. Instead of trying to make your product fit every customer that may call or walk through the door, focus on delivering something unique to one specific customer group or niche. Doing this will ensure you’re able to charge more for offering a specialty service, obtain greater customer loyalty, and to ensure that you have much less to no competition.
What do you say to people that are worried cutting out large groups of customers. When people first open a business they focus on getting customers, any customers. The problem with this approach is that they try to market to anyone that will listen, just like all of their competitors, with a broad message, just like their competitors. While they think this improves their chances of success, in reality, they speak to no specific audience of buyers. What this means is that they end up fighting in a crowded market to win clients, with the only thing to compete on being price. By focusing on a smaller group, it is true, they will cut themselves off from marketing to many prospective clients but then the group they tailor their message to will seek them out, pay more, negotiate less, and come back to reorder time and time.
Matthew Pollard is an Australian-born entrepreneur that has recently taken the US market by storm, since his move in February of 2014. Well known for his “3 Step Rapid Growth Ideology
,” which has successfully transformed countless US small-to-medium sized businesses heading toward failure, to six figure profits and dramatic sales increases. Matthew is also well known for his identification of what he has coined “The 7 Self-Destructive Mindsets of Someone New to Sales” that has recently generated his personal blog more than five and a half thousand Twitter re-tweets, and helped him to become a finalist for the “International Sales Blogger Award.”
With five multi-million-dollar business success stories to his name, Matthew Pollard has been characterized as a true differentiation, niche marketing, and sales systemization powerhouse. His rapid growth system has led to successful market penetration in industries as vastly different as telecommunications, construction, and nationally accredited education.
He is a contributor for Entrepreneur, CEO, and Top Sales Magazine as well as featured regularly on Fox 7’s Good Day Austin. Matthew has been a guest on many top performing podcasts such as Join Up Dots with David Ralph, Conscious Millionaire with JV Crum III, The McMethod with John McIntyre, Excellence Expected with Mark Asquith, The Engaging Brand with Anna Farmery and countless more…
Matthew has also been successful in acquiring high profile customers, such as multinational award-winning franchises, world-renowned luxury automotive brands, leading medical institutions, law associations, and Australian Premiership Football teams. Matthew now brings about rapid growth and business transformation around the world, through his many speaking and coaching activities, as well as his top-rated iTunes podcast Better Business Coach
Please note, Matthew makes a special offer at the end of this episode, so you'll want to listen all the way through to have a chance to get a free 30 minute coaching session with him. Please send me an email at firstname.lastname@example.org
and let us know that you want to take advantage of his offer.
For more information on Matthew, visit http://matthewpollard.com
or on Twitter @matthew_pollard.