We decided it would be fun to interview 10 of the smartest marekting gurus

we know, including 7 multi-millionaires, about the best ways to increase

customer and cash flow for just about any business.

What we got were a variety of fresh, innovative ideas -- and once you read

them, you will know that they came from a group of folksd who have already

made it big in businesses of their own.

The following are the "15 Best" ideas for super charging your business, no

matter what kind of business you are in.

1. "Same-Old" is out -- Getting attention with something new is in. To get

new business, you must strive to be innovative and dramatic. For example,

an insurance agency, offered "the biggest steak dinner in town" if it

couldn't save any person money on their car insurance. This challenge was

enough to make the telephone start ringing off the hook for days at a time.

The customer flow was "absolutely crazy" for days. The bottom line:

dozens of new insurance buyers and tons of new cash flow -- and all they

had to do was fork out the cost for a half dozen steak dinners!

2. Tight target marketing. The big job in marketing and sales is getting

to the right people inside another company. Addressing mail to "Facilities

Manager" or printing a "routing slip" on the outside ofthe envelope is

ineffective. Hitting the target is the challenge.Scoring a bull's eye means

making contact with the right individuals and is the only way to make the

sale. Taking time to be highly targeted in business communication is

essential.

3. Be more creative. Pushing direct-mail pieces out the door or sending

the newsletter to the mail room isn't doing the job. Ask yourself: "Will

anyone be intrigued enough to read the mailer--before tossing it in the

wastebasket?" Ask the same question about the company newsletter. A highly

creative approach is necessary to be different and distinctive. Creativity

costs money. But, if more peopleread the ad, take time with the newsletter

or decide that the offer in a mailer makes sense, you have accomplished the

goal.

4. Focus on what customers care about. After listening to the admissions

director talk about what should be shown in the school'snew recruiting

video, the marketing consultant asked, "Is this whatparents and prospective

students are interested in knowing?"Suddenly, everyone became less

confident. Someone suggested askingthe student tour guides what questions

the visiting parents and kidsasked? Whether creating an ad, a brochure, or

a sales presentation,knowing what the customer wants, needs and expects is

what works.

5. Tell customers how to think about your company. We come toconclusions

by making comparisons. If you don't let customers and prospects know why it

is in their best interests to do business withyou or buy your product, they

won't. The rating of life insurance companies makes an impact on customers.

The J.D. Powers' customer-satisfaction survey on cars and personal computer

manufacturers influences buying behavior. Wise companies spend time and

effort consciously influencing the way they are perceived by

customers,prospects, bankers and stockholders.

6. Make your offers outstanding. Customers are cautious. They don't like

being put on the spot; they don't want to make a mistake. This is why

offers are essential. "Try it for 30 days...free." "We won't deposit your

credit card slip for a month." "Your satisfaction is guaranteed." "Take the

car for the weekend and drive it all you want." The goal is to overcome the

customer's reluctance.

7. Be in the right place at the right time. "Why didn't I think of you last

week when we bought the new..." Some salespeople simply shrug off such

comments. "Oh, well. I can't be in the right place every time." Wrong. Being

in front of the customer is today's assignment. Developing a consistent

program for staying in front of customers regularly is the challenge. A mix

of seminars, newsletters, bulletins, fact sheets, special events and

informative articles will keep you in the customers' minds.

8. Name your product or service. One of the best ways to differentiate

your products or services from all the rest is to give them distinctive

names. A building contractor with expertise in remodeling during off-hours

calls himself the "stealth" remodeler. A fuel oil dealer doesn't talk about

service--he emphasizes "ComfortCare Service." The idea is to imbue ordinary

ideas with new meaning thereby separating your com-pany from your

competitors. Make sure, however, that the name appeals to your customers

and not just to you.

9. Be relentless. Persistence is power in marketing and sales. Far too

many firms fail in their efforts because they don't follow through long

enough to produce proper results. Marketing momentum comes from a

con-sistent effort. Once you start a newsletter, issue it on schedule. It

takes time for customers to comprehend what you are doing and for prospects

to get acquainted--and comfortable--with a business.

10. Get rid of the self-serving nonsense. Most company publications, ads,

letters, brochures, and other sales materials are filled with words,

photographs and information that do nothing more than toot the company's

horn. No one cares that the business says it is the "best," "oldest" or the

"biggest." Pictures of the staff are only interesting to the staff. A

better approach is to ask prospects what they want to know about your

company. We doubt anyone will be anxious to see pictures of the CEO,

chairman of the board or the executive vice president.

11. Tell them everything you know. Spill the beans, so to speak.Since

today's customers want information, knowledge and helpful ideas, do

everything you can to share everything you know. This is the only way to

become a valued resource to your customers. When people use your ideas,

they will buy what you sell.

12. Be generous. No one wants to do business with firms operatingon a

one-way street. Buy a new car and the dealer hands you a 20-cent plastic

key holder! It sends a message that this dealer doesn't under-stand his

customers. You may forget the car, but you will never forget the lousy key

ring! Another auto dealer delivers the new car to your office. What a

difference. This dealer sends a powerful message--our customers are

important.

13. Make prospect identification your mission. The single mostimportant

daily activity in any business is prospect identification.By making

prospecting a continuing process, companies produce asteady flow of new

sales leads. They never stop asking, "Who do wewant to do business with if

we have the chance?" Then make sure all prospects are entered into a

database so they can be cultivated over a period of time.

14. Scrutinize your corporate identity. Yes, how a company presents itself

makes a difference. Is the logo appropriate? Is it dated? Does it

communicate the right message and the correct image? Is the president the

only one who understands it? What about the company colors? Are they

reminiscent of the late '50s? Do the letterhead, mailing labels and

business cards convey a strong, positive message? Or, are they dull and

ordinary looking? If you don't think this is important, your competitors

will be thrilled. Corporate identity is the face you put on your company.

15. Write customer-centered letters. Most business letters have cold,

impersonal words. "As per our conversation..." "Pursuant to our

agree-ment..." When was the last time you heard anyone talk this way at

lunch (other than perhaps a lawyer)? Yet, give the same executives a pen

and they become stilted. There is no reason why business letters should not

be warm, friendly, conversational, interesting--and customer-centered.

Write as if you were the one reading it. Should a letter end at the bottom

of the first page? Yes, if that's what it takes to tell the story? But it

may take two, four or six pages. A letter should be as long as necessary

and always interesting to the reader.