This excerpt is about one Neurochemical bit out of 85 MUST HAVES for a business to be assured success. See if you agree.
Consequently, not only do these companies succeed but they survive challenges presented by competitors.
Research samples we’ve previously used for the case study below:
My business partner and I attended a few meetings with a potential new client. They are a credit card processing company. The client was having a hard time grasping some of the concepts we presented called the Neurochemical. Nevertheless, they were intrigued by the ideas we presented. Since that hadn’t hired anyone else yet, we were still in the running.
They were fascinated with a test we gave them. It was a brief psychological analysis. We tested the President and Vice-President of the company first. What we found from the results was if these “decision makers” were built and prepared for success.
We then discussed their budget, a payment schedule, and who was who on their current staff. The employees and a number of their clients were all asked to be surveyed (40 people in total).
These are always the first steps toward a approaching a new project. We find these steps both critical and necessary. It prevents power struggles or miscommunication throughout the project’s duration.
Once we are hired, we have Charles Costa handle the deeper, more thorough research. Once we have the research together, we apply:
At long last, the client was ready and asked us to come to a final meeting with the proposal and contract. They were ready to sign.
PLEASE NOTE: Our bid was twice the amount of all the other design, advertising or marketing firms. Apparently, the cases and methodical approach we presented was convincing enough, we believed. Besides that, we all got along splendidly. That also counts.
In this particular meeting the President said that there was some bad news and they weren’t going to sign up with us unless we dropped the price by half. They even presented and shared all of the other bids from our competeing suitors. I mentioned again that this price drop would be impossible for us to do since we set a price based on hours, days and weeks of work. I also said “In the end, we generate measurable results. The price we set is the price.”
My partner panicked and thought we’d lose this potential client. I looked at him and saw it on his face. I panicked as well but, having dealt with thousands of business owners over a 20 year period in Williamsburg, I thought of a bold and brash solution. The words came out faster without thoroughly thinking what I was saying all the way through. It was more of an intuitive response.
[ People have said:
“What??? What are you talking about THOUSANDS of BUSINESS OWNERS?”
It is true. I was the publisher of a magazine in Williamsburg for 6 years. I knew, advertised and worked with 1000’s of business owners in that time. In 2006, I had my Secy review all files in my office all had completed contracts with copies of checks ranging from $25.00-25,000.00 (this also included clients from my 5th Ave. design firm as well). In 2006, the clients I had worked with in a 10 year period was exactly 3,286.
I’m just sayin’. ]
Have NO Fear
I stood up and started to fold the cover to my laptop and packed up my pen and paper and said: “No problem. In all the research we’ve done so far, we’ve found 30 other competitors at the same level as and in a similar situation as your business, I’m certain one of them will be more than happy to work with us.”
Stunned, the President stood up and said: “Please sit down. We’ll sign this right now.” pointing down at the contract. He told his assistant: “Get me the checkbook.”
We didn’t fall for their bluff. The room was all warm and fuzzy again. Smiles abounded. My partner was still stunned.
We charged this client a conservative five-digit number only to have them sell both the brand and a business plan for seven figures within six months to a major processing company. It was their right to do so, so there’s no argument there. We know and have learned that the work we do can add tremdous value in the right hands.
Much later on when the Vice-President (a 30 year marketing guru) first read their new Branding campaign, he smiled and said: “Good God! This is like branding and marketing on steroids and crack.” [ March 8, 2013 ]
This was a great compliment.
Types of businesses we won’t work with.
.Behold, fresh fruit.
Create and Sell: There are still business owners who set up companies that are driven by their internal understanding and view of the world. They have an idea and CREATE something then they go out and look for customers to sell it to. This was a great business format in the earlier part of the 1900s. Today, this company is going to fail in 5 years.
They can’t answer: “Who they are in the marketplace.” They can usually only grab 11-18% of the customers in market unless they are exceptional visionaries or lucky. Most of them believe they are.
Their business strategies are driven by what they have heard anout or have read in marketing books. Their thinking is something called: inside > out. The real lemon with this approach is that the company’s owners or manager are like: “Let’s just try it and see what happens.” This is guesswork and gambling. We, at BinkNyc, are not fans of this approach.
These clients are seldom aware and seldom anticipate vast changes happening in the marketplace. They are unfamiliar with something called a cultural ecology. They assume that others will LOVE their idea and expect our firm to sell it for them. We can’t help them. They often sneer at paying for research.
Our research says that 50-75% of these will be out of business in five years or less. These types of businesses are fun, creative but rarely ever get to the Fortune 500. In fact, we can guarentee they never will.
Ask and Make: Orange organizations still believe in the traditional focus group. They’ll just ask the customer what they want, the customer will tell them, they’ll develop this product or service, and believe it will sell. This type of business did great in the mid-1900s. They are open and ready to listen to the customer’s input just like major corporations did in the 1940s right up to the 1980s.
The problem with the Orange approach is two-fold:
1) The Orange organizations end up trying to be “all things to all people.”
2) They assume that a customer’s mere approval will grow to LOVE their product or service. It is a delusion of grandeur.
Our research says that 27-47% of these businesses will be out of business in 5 years. Perhaps we can work with these organizations if we can somehow educate and save them from themselves and their old form of thinking.
The Big Apple!
Anticipate and Lead is a market-driven organizational approach. It’s a successful one at that. We love clients that inderstand this business model.
This model is where one bases their strategy on making conscious choices about which markets they will serve and how they will add value to very particular market segments. The are NOT acting out of passion for their own idea but rather looking for “White Spaces” in the market they are entering.
First, they anticipates where a market is leaning. Then, you seek to become a leader in this field. Being first usually wins something.
You can become a high-performance organization, dominate the market and participate in a strategic process. Research + Strategy = Propels the organization and their mission forward; into the future.
Anticipation is looking for gaps or holes in a said market. This is also called the “White Space” in the market. There are many ways to find out what and where this White Space is. Filling up this hole or fulfilling this need, assists a market and many > most its customers with the proper branding.
(See Donald Trump (Part 1 or Part 2)).
It is a precisely, measurable process. The results are predictable. Naturally, it is finding a hole if there is one and branding it in a way that sticks. Some markets are so saturated, there is hardly wiggle any room to enter into its field marketplace. SOCIAL MEDIA may be one example of a business ecology where there is little “White Space” in that market.
Maybe this is only my perception. The research reveals all.
Using apples to make an apple pie is an all-American dream. Let’s make some delicious pie. We’ll meet and speak. It’s almost like a date.
So, what do we do that is so different?
We have 84 other NEUROCHEMICAL (Human Default Patterns) beside the “3 Fruit Pies” to consider for a business endeavor. These NEUROCHEMICAL patterns apply to assure you grab the hearts and minds of your target market.
Set up a meeting or arrange a call. This is the only way you’ll know for sure.
Everything we advertise, brand,
communicate or design is to forward
the overall advancement of our species.
It’s that simple.
We will never work for nor support
destructive companies who create
products or services that bring harm
to us. This is important to our team.