How we change what others think, feel, believe and do
Relationships are Key Part 1
Guest articles > Relationships are Key Part 1
by: Daniel Milstein
When starting a new business, it is essential to establish yourself from the competition. One way or another, you have to determine what makes you unique. Gold Star distinguished itself as unique by refocusing its target.
When Gold Star began, we had to pay close attention to the competition; during this time it seemed that mortgage companies were opening on every corner. I knew that Gold Star had to be different than mortgage firms if we wanted to flourish. In addition to Michigan autoworkers, the emerging markets and the diverse customers who favored our discount pricing, I saw an opportunity to establish a professional athlete niche. It began by accident, when a Realtor called me on behalf of a San Jose Sharks hockey player, who subsequently referred me to his teammates. I later purchased a list of top sports agents and sent them a letter outlining my background, including testimonials from other sports professionals. I met my most memorable sports client in 2001, when the Detroit Red Wings invited Russian hockey player Pavel Datsyuk for a tryout. Although most agents and other 'experts' initially doubted he had much of a long-term pro future, on the second day of Pavel's tryout, the team concluded he was worth their investment and offered him a three- year contract.
When starting a new business, chances are there a multiple other businesses out there just like yours. In order to thrive in an industry saturated by competition, you have to distinguish yourself as unique; you must establish strong relationships with consumers in your target market.
Daniel Milstein is the bestselling author of ABC of Sales. For more information, visit: http://amzn.to/ABCARTICLES.
Contributor: Daniel Milstein
Published here on: 22-Dec-12