|
|
|
| |
|
|
My Grandfather’s
Famous Six Principles
To Marketing Success
by Debbie Bermont
All materials copyrighted
|
|
Ad Disclaimer
My grandfather, Dave Schuster, immigrated from Russia with his family in 1911 when he was 8 years old. Over the next 80 years he
successfully built and sold several businesses in the U.S. with NO marketing budget and no formal education past the fifth grade. Some
of his clients included corporate CEOs, influential businessmen, politicians, bankers and even movie stars such as John Wayne, Cary Grant
and Spenser Tracy.
These are the six fundamental marketing principles he used to build his multi-million dollar empire from scratch. These same six
principles still work in today’s economy even if you have a small or no budget and little marketing expertise.
Principle 1: Build Strong Relationships
Since the time my grandfather was a small boy earning a living shining shoes, he learned that developing strong relationships with people
would earn him respect, which ultimately resulted in business success. Throughout his lifetime, Dave earned the trust and respect from
people with his honesty, sincerity, integrity, fairness and humor. Ultimately, the most influential businessmen throughout the U.S.
sought his business advice because of his charismatic personality.
Trust cannot be bought, sold, or expected. It is earned. Earned by being forthright with everyone you meet, delivering what you promise
and exceeding people’s expectations. This doesn’t require money or a winning personality, it starts with reliability, honesty, credibility
and sincerity. And it is something that must be demonstrated consistently through your business actions, policies and communications in
the marketplace.
Principle 2: Connections Are Built By Touching People’s Live
Every business Dave built from scratch dealt with people. To Dave, people were not just customers, a way to earn an extra buck, or numbers
on his balance sheet; they were human beings he cared about, respected, and treated with kindness. Dave had a special place in his heart
for everyone he dealt with including his customers, employees, suppliers, and business associates.
Businesses are built by making special connections one-by-one. Eventually each positive connection you make will lead you to a new customer.
And along the way, you will find your circle of friends, business associates, and customers will expand exponentially when you realize that
each connection is an opportunity to touch that person’s life—even if for a brief moment.
Principle 3: Treat EVERY Customer Like They Are Special
My grandfather’s restaurant, The Cape Cod Inn, became world famous. Not just for its fine food, but because of the special treatment every
patron received at the restaurant. Movie stars, politicians, lawyers, bankers, business professionals, and everyday people frequented
The
Cape Cod Inn. Even if you weren’t a movie star or someone famous, you were still treated like you were special when you dined there. Dave
walked through the dining room nightly to greet guests, give them sample dishes, offer a bit of humor, and share his infectious smile. This
is a principle he instilled in all his employees and in return he treated his employees with kindness and generosity.
People will come back to your business if they feel valued and special. When they remember a positive experience, they will give you their
money again and again in return for that special treatment. You will never have to worry about your competition if you make your customers
feel that they are special through your words, actions, customer policy, and follow up.
Principle 4: Be Innovative And Creative In Your Business Ideas
Dave was always a pioneer of new business ideas and ventures. He was the first boy to deliver Western Union Telegrams on his bike in
Milwaukee. He was one of the first people in Milwaukee to open up a tavern when prohibition ended. He owned one of the first taverns in
downtown Milwaukee to offer food to his patrons which became an extremely popular idea. He built businesses with creative financing without
going to a bank for a loan. Influential businessmen sought his advice in real estate deals because of his creativity.
Building a solid business, even one that requires a lot of capital, does not always mean you have to come up with the money out of your own
pocket, if you are creative. My grandfather could not have turned his ideas into reality unless he first built strong, solid, trusting
relationships with many influential people. As soon as he had earned their trust, people wanted to invest in his ideas because they
believed in him and respected his creativity. Being one step ahead of the market place doesn’t take a lot of money, nor does it need
to be a complex, complicated or highly technical idea. It can be simple as long as there is a need for your idea in the marketplace. And
when your idea has potential to make money, people will willingly invest in it as long as they believe in YOU.
Principle 5: Treat Everyone With Kindness
My grandfather had a kind word for everyone: his employees, his friends, his family, his customers, his suppliers,
and his business associates.
To this day, I remember the twinkle in his eye, his smile, and the cigar hanging from his mouth when he told jokes. His kindness
attracted people far and wide to seek his advice and humor, just to brighten their day and of course, to do business with him.
Kindness comes from the heart. My grandfather was all heart. Your passion for your business comes from your heart. Share this passion with
your customers and they will return to you. It is an example of “Do unto others as you would have them do unto you". Kindness can be
demonstrated with humor, a smile, consideration, fairness, sincerity, honesty, interest in others, and compassion.
Principle 6: Plan Everything
Dave didn’t just build his businesses with a twinkle in his eye and a joke. When he had a business idea, he immediately developed a
business plan to make it a profitable venture. Typically, it was an uncomplicated plan. But it included the essentials. An idea for
his product or service, who his target market was, what innovative idea would attract this market, his goals and his creative financing
ideas to get the backing for the venture.
Without a plan you can never achieve your business goals. In order for people to believe in your business, they have to see what your
plan is to make it successful. Your business plan should include a comprehensive marketing plan that strategically lays out how you will
turn your passion and ideas into a profitable business. Your plan should be flexible enough to make changes when the market changes to
accommodate new products and services and to test new ideas. Your plan will keep you on track and focused in moving forward to attract
new customers.
These are the six principles my grandfather adhered to for almost eighty years. He was able to build several successful businesses starting
with no money, no formal education, and using none of the technology that is available to businesses today. When you apply these same six
principles to your business, you will never have to worry about turning your business idea into a successful venture.
About The Author:
Debbie Bermont is the president of Source Communications; a marketing consulting firm, which has helped businesses generate
immediate results with her simple marketing approach. For more information about consulting services, tele-seminars,
resource tools, and speaking programs, go to SimplePrinciples.com
or contact her by e-mail at debbie@simpleprinciples.com.
* This article is available for your publication, for a F-E-E.
This article may NOT be reprinted without monetary compensation and written permission from the author.
For reprint rights or comments/questions about this article, please contact the author.
|
|
|
|
