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Attention Business Owners
Are you looking for new customers?
They may be looking for you too,
right here in Go For It Magazine!
Reach a positive and dynamic
audience of people that...
- Live in our community
- Work in our community
- Travel in our community
Rates as low as $125/month!
 Bob Cox is the founder and publisher. He can be
reached at (916) 266-3115.
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From the Publishers Desk - October 2011
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The COURAGE to be Extradornary
In the ultra competitive world of advertising sales, I’ve had
to walk through an average of 20 doors a day for the last 20
years to make a living in this business. Once I’ve navigated past
the gatekeeper, I make it a point to ask every business owner
or manager how business is doing. Since the Great Recession
first began five long years ago, I’ve discovered that times have
been extremely challenging for approximately 90% of the small
businesses I’ve called on. I’ve listened carefully to the first-hand
accounts from thousands and thousands of small business owners,
who have been very upfront and forthcoming as to why they
believe their businesses aren’t doing as well as they had planned.
Unlike the rest of the country that's experienced a mild recovery; the recession continues to have a firm choke-hold on our great state. We've experienced ongoing problems with state budget deficits, double digit unemployment, unpaid furloughs and massive cutbacks in government and private enterprise. This
economic landscape has been one of the most difficult times to navigate since The Great Depression of the 1930's, so I'm never surprised whenever a business owner tells me that their customers are scared, they don't have any money and every other business they know is in the same sinking boat.
It's at that moment when I have to confront my own demons of fear by challenging frustrated business owners with the truth. The truth is this: Not all businesses are struggling and every consumer has money, maybe not as much as they once had five years ago, but people do have money and they are spending it. This economy has created a buyers market and consumers are simply unwilling to settle for anything less than the best. They expect extraordinary service and overall value and they will go where they are certain to get it.
So, what really makes me afraid to share the truth? I guess one word sums it up best: fear. Fear that my prospect won't like me. Fear that they may argue with me and bring me down. Fear that I will ruin my chances of ever getting a sale because most business owners in this tough market will only work with people
they like, trust and respect.
Here's another insight about the truth: In spite of all our economic woes, a small percentage of businesses are actually enjoying phenomenal success. How do I know this? Because we have several outstanding businesses advertising right here in our magazine! Our clients all understand that being good or even great at what they do is simply not enough anymore. They realize that they have to be extraordinary and then remind everyone of this fact as often as possible.
One of my favorite clients is Jack Williams, the owner of six sparkling Smog-N-Go shops in the greater Sacramento area. When I first met Jack 11 years ago, he had just opened his first squeaky clean shop on Calvine and highway 99. Over the last decade, Jack has built an impressive empire, running one of the fastest growing businesses in the entire state of California! With multiple competitors vying for smog customers while competing
exclusively with low prices, Smog-N-Go commands the lion's share of the market in each of his locations and he's done this without compromising his outstanding service with cut rate prices. He simply overwhelms his customers with extraordinary service and unmatched value. He is what I like to call the master of multiple niches by offering a variety of value added things that his competitors can't or won't do.
So, whether you're a business owner, a manager or unemployed, don't allow fear to stop you from living an extraordinary life. Be committed to seeking and speaking the truth. When you speak the truth, do so with kindness, compassion and respect. Ask for honest feedback from people you trust and respect, and then brace yourself for anything. If you are truly committed to being the best, you have to be prepared to hear the worst. Once you know the truth about what's preventing you from being extraordinary, resolve to meet every challenge head on while resisting the temptation to blame other people or circumstances. Blame is the one habit that will hold you down among the land of the ordinary, so summon the courage to accept 100% responsibility for where you are. Be the star you were born to be, rise high and shine bright. Embrace the fear and then go for it!
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