A Lesson From ?The Apprentice? That Can Make You A Master

I have to admit, I was curious. When I saw previews of a new show called "The Apprentice," it made me want to at least watch the premiere to see what was going on. Immediately, I was hooked. The whole idea of candidates - from all walks of life, not just college grads fresh from their commencement ceremonies - vying for a position in one of Donald Trump's organizations piqued my interest. What kept my interest were the real-life advertising lessons every business owner needs to be reminded of.

Take, for instance, one episode where the teams were challenged to create an ad campaign. I was, needless-to-say, on the edge of my seat for the entire show. One team immediately decided to phone the client and setup an appointment to find out about the product, the end user, and other aspects that would make a big difference in creating the campaign. (Smart move!)

The other team, however, said they didn't have time to talk with the client. They were running behind schedule. Meeting with the client - in their opinion - would just waste an hour or two that could have been spent on more important tasks. (Excuse me?)

What happened? First of all, my husband came charging into the living room asking, "Do you believe that? Even *I* know you have to talk to the customer first!" Yes, he had been listening to me after all.

In the end, the campaign from the team who did speak with the client won the challenge. Once the losing team arrived in the boardroom, the project leader, Jason (Mr. "We Don't Have Time To Talk With the Client"), really got it from all sides.

Donald Trump's assistants, George and Carolyn, made a point of bringing up the fact that the client was not contacted. Jason's own teammates made a point of bringing up that the client was never contacted. And Donald? To quote, Donald said, "That was a HUGE mistake? you're fired!"

This was fairly early in the show so you would have thought the other contestants would have learned from Jason's mistake. Not so. There was yet another episode where an Apprentice put what they wanted over what the client wanted/needed.

In this task, the teams were charged with selling Donald's new product, Trump Ice (bottled water). The winner was simply the team who sold the most in a given period of time. Nick, a salesman by trade, was immediately confident his team would win if they would just step aside and let him work his magic.

Ereka, the project manager for Nick's team, urged Nick to sit with her at the computer and research the market and the customer base for bottled water. Nick wouldn't even hear of it. To quote, "Telling me how to sell is like someone telling the Pope how to pray." So off went Nick using his same "high energy" sales pitch on every customer and focusing on what Nick wanted to sell - instead of finding the best benefits for the clients.

What happened? Nick flopped time and time again. A teammate (Bill) jumped in during one sales meeting and helped the client to understand the benefits of buying Trump Ice. Bill made the sale.

In the boardroom, George immediately noted his disappointment in how little the team seemed to know about their prospective customers. And Donald chimed in by saying he had no idea why Nick thought his sales skills were so great when he had no clue about the customers he was selling to. Ouch!

The bottom line? The team lost. Why? Because Nick was busy trying to sell what he wanted to sell, and in the way he wanted to sell it, with no regard for the customer whatsoever.

The moral of the story? Know your customers. They are the ones with the money. It doesn't matter what you like. If *they* aren't happy with your site, your copy, your graphics, your product, or your service? they'll abandon you cold.

When you're creating a business plan, when you're writing copy, when you're creating a website, or developing a brochure. It's not about you? it's all about them. If one of the richest and most profitable businessmen in the world tells you target market research is vital to success, you can bet it is a wise strategy to follow.

Karon Thackston © 2004

About The Author

Copy not getting results? Learn to write SEO copy that impresses the engines and your visitors at http://www.copywritingcourse.com. Be sure to check out Karon's latest e-report "How To Increase Keyword Saturation (Without Destroying the Flow of Your Copy)" at http://www.copywritingcourse.com/keyword.

In The News:

Best Open for Business Signs  Small Business Trends
Whither small businesses?  The Daily World
How to Help Small Businesses Survive COVID's Next Phase  Harvard Business School Working Knowledge

Conquering Confidence Killers for Small Business Success

"The way to develop self-confidence is to do the thing... Read More

Small Business Planning -- Three Myths

Are you -- like 70 percent of small business owners... Read More

Private Investigator Tactics

A Private Investigator is a professional trained in the art... Read More

Do You Microbifer in Your Cleaning Business?

Microfiber cleaning towels have been around for about ten years... Read More

Cleaning Grain Silos, Towers, Containers, and Combines

If you run a pressure washing company in a rural... Read More

How the Humble Ice Cube Made Business History

Gather round while I tell you the story of Kennebec... Read More

Mission Statements: More Important Than You Thought

If an organization lacks a mission statement, it is worthwhile... Read More

Starting a Virtual Assistant Business

If you're organized, smart, capable and willing to work with... Read More

Batting Cages Business - Making Profits With The Swing Of A Bat

There is a Batting Cages Business for those people who... Read More

Small Home Business: Ad Copy Secrets

So it's time to invest some finances into advertising your... Read More

The Beauty of Focus and Plan B

Did you ever have one of those days or weeks... Read More

Attributes Of Companies You Don?t Want To Buy!

There are no "rules of thumb" in the pursuit of... Read More

Tips For Successful Home Show Businesses

Opportunities for home show businesses have never been more abundant.... Read More

We Know Who THEY Are

Am I the only one that does not have an... Read More

The Triple A Way to Spark Your Companys Profits

Winning small and home based businesses today must continually shake... Read More

So You Don?t Believe in Outsourcing

Entrepreneurs are hardy stock. But sometimes hardiness can get you... Read More

Discover How You Can Start Making Your Small Business Dream Come True

As a teenager I worked for my father's small business.... Read More

Starting a Tractor Washing Business

In the heavy equipment cleaning business you can make good... Read More

Three Small Business Secrets to Getting More Billable Time

As small business owners we're in business to make money... Read More

Business Valuation is Critical

What is Business Valuation? The term business valuation is the... Read More

Small Business Essentials: Start Here

Thinking of starting a business on line? If so there... Read More

Sex Up Your Business Growth

A top executive called up me late in the night.... Read More

Mobile Carwash; Senior Citizens and Mobile Homes

Senior citizens are generally not a large marketing segment for... Read More

How to Raise Your Fees and Thrill Your Customers

Think the best way to get more customers is to... Read More

Todays Chef, Tomorrows Restaurateur -- Startup Tips by Restaurant Consultants Inc

Researching information for a recent business plan, I came across... Read More