Business As usual Warning! [make this mistake & suffer poor sales]

Business as usual: Your silent threat

Business As Usual Warning by Jane FranklandEver been hit by a bus?

Probably not. I hope not in fact.

Well, I have, but only figuratively speaking (of course)!

There I was, thinking about cyber security and business risk – an industry you know I work in – and then it hit me.

Bang! And it hurt.

By now you’re probably thinking whatever is she going on about. Well, I’m talking about business as usual (or BAU) and why it’s potentially a huge threat to your business.

Let me explain where I’m going with this. I’m going to spell it out, and I’m going to be brief because that’s my style.

When you think about business as usual what do you think of?

Yes, you got it. Business as usual.

And therein lies your clue —- u-s-u-a-l!

Let’s face it who wants the usual? Screw that. No one.

In order to make a lasting impression and secure long-term clients, who pay handsomely, you have to offer MORE. It’s no longer enough just to do a good job, provide good customer service and deliver on-time. Those things aren’t key differentiators or unique selling propositions (USPs). No they’re not. So do me a favour. Please stop kidding yourself. And for that matter, those who work for you!

I’ve heard business owners declare lame USPs all too often and it’s a thorn in my side. It risks your business and it loses you money.

If you’re going to get an edge on your competition and maximize your revenue opportunities, you have to think more creatively than this. You have to offer more. You have to offer what your prospects and clients want. And nowadays … you have to offer an experience.

So how can you offer an experience?

Well obviously you can do this every time they engage with you – whether that’s on social media, in email, on the phone, at your office, in your store, at your event, on your website, at your shopping cart, and so on. Apple, Virgin and Zappos do this so well. If you study them you’ll see that they’ve mastered the art and convey their expertise, culture, attention to detail, passion, credibility, humanity as well as their products or services at every client or customer touch point.

Because of this they’re able to stand out from the crowd, wow their targets and reap the financial rewards.

David Ogilvy once said, “There isn’t any significant difference between the various brands of whiskey, or cigarettes, or beer. They are all about the same. And so are the cake mixes, the detergents and the margarines… The manufacturer who dedicates his advertising to building the most sharply defined personality for his brand will get the largest share of the market at the highest profit.”

Now I want to hear from you…

Tell me how are you differentiating your product or service from your competitors? Are you operating under a business as usual threat or are you building experiences? Please share your stories and experience here, and if you’ve got a question, just pop it down here.

Thanks for being a sport and participating!

With love and gratitude – as always,


Finally, if you know someone who’d LOVE the insight from this Business As Usual post, please send them a link. You’ll find solo entrepreneurs, consultants and yes, even sales and marketing managers who manage people who’ll be interested to hear about this.

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P.P. S.

If you want to learn how to grow your business, then I’m promoting Marie Forleo’s B-School right now, and as part of this I’m offering an exclusive bonus. The details will be revealed very soon.  Click this link if you want in on the action.


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Jane Frankland is a successful cyber security entrepreneur, consultant and speaker who has had a diverse career encompassing art and design; business development; and operations. Having held directorships and senior executive positions within her own companies and at several large PLCs, she now provides agile, forward thinking organisations with strategic business development solutions. Right now she is writing a book on gender diversity in cyber security and is focused on increasing the numbers of women in the profession.

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