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What Is Your Trick Pony? WHAT SETS YOUR BUSINESS APART FROM THE OTHER GUYS?
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Recently, a client of mine asked me what my trick pony was. This question caught me off guard, and I hope I didn’t make that too apparent with my mouth hanging open. What is a trick pony? I asked him. He explained that a trick pony is something used to enhance the sales of a business. Then I knew what he was talking about. In sales, this is called a unique selling proposition. You might also know a trick pony as a “hook.” Most successful businesses have a trick pony. One of the most well-known was Domino’s promise to deliver your pizza in 30 minutes or less or else it was free. Then there was Federal Express’ “When something absolutely must be there the next day” slogan. These are just two successful trick ponies that managed to break through all the chatter to reach customers, among several others. It’s not easy to have a successful trick pony, and it’s getting harder all the time. With that in mind: What is your trick pony? I have seen some convenience stores use a sale on soda (“Any size Soda 59 cents”). Others use coffee sales or even bananas. The point is that every store should have a trick pony to set themselves apart from the other guy. If you don’t have one, that could be a reason your sales aren’t where you want them. Walk into your store from the customer’s perspective. Go through the sequence of events that a customer would, see what they see, and try to think what they would think. Also, remember that the customer who visits in the morning will probably be different from the customer who visits in the afternoon, or in the evening. The same trick pony might not work for all your customers. Nobody said this was going to be easy, but looking for your trick pony will make your business more profitable.
BUTTERFLY FLOWERS JEDI LADYBUG
MAYFLY MEMORIAL MEXICO MOTHERS
OUTDOORS POLLEN SUNSHINE TAURUS
SUDOKU (SOLUTION ON PG. 4)
I bet Tom Monaghan of Dominos and Fred Smith of Federal Express are glad they came up with their trick ponies. You’ll be happy when you find yours, too.
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