When New Year’s Eve approaches individuals around the world consider New Year’s Resolutions to to lose weight, quit smoking, take up French, spend more time with family and the like. ‘Resolutions’ are not much different than other goals, it is just that the changing of the calendar gives us pause. The following is a set of wedding marketing resolutions for you to consider, and hopefully adopt for the new year.

1) BE WARY OF ECONOMIC FORECASTS – PARTICULARLY THE OPTIMISTIC ONES: One of the most dangerous habits to fall into is false optimism. Any suggestion of an upturn in the economy, or easing of competition, should be flatly ignored. It is easy to accept good news, because we would like things to be easier. However, it may cause one to let their defenses down. Don’t do it!!

2) DEMAND RESULTS; DO NOT ACCEPT EXCUSES: Nothing covers up bad decisions like a good economy. When sales are plentiful, profits will always cover any poor judgment. The same poor decisions will bury you in a more competitive environment.

It’s easy to rationalize when your competitor is not doing so well. You think that your performance may be part of a trend. We complain about price competition eroding mark ups. The Net Effect: We make failure too easy to accept. Do not justify weak performance, redefine what makes your business different or better and compete like there is no tomorrow.

3) FOCUS ON ENHANCING EXISTING BUSINESS RELATIONSHIPS: It is always important to develop new customers, as there will always be attrition. However, your primary job is to maintain and build your present customer/contact base.

Does your company have an ongoing customer communication and appreciation strategy? A strategy that addresses who your customers are, and who they will be in the next few years (not just the next few months). You know the degree of difficulty and length of time it takes to build a new business relationship. By systematically redefining and fortifying key relationship, you can assure an ongoing flow of business.

4) THE USP IS STILL KING!: Advertising classes always focus on the concept of the Unique Selling Proposition, the feature that makes your business different or better than the competition. Too often we react to what our competition is doing and how it affects us.

The goal should be to turn it around. Get out in front of the competition. Become the Purple Cow. Let the marketplace see you as the benchmark. Your company’s identity and USP should be clear in your business community. It should be the standard by which other competing businesses in your market are measured.

5) SELL THE WAY YOUR CUSTOMERS WANT TO BUY: ‘My way or the highway’ as a manner of doing business won’t cut it. If you don’t offer credit card acceptance, for example, you are probably losing business. If your competition offers customers special accommodations or service that you don’t, you have a void in your marketing plan. Make yourself easy to do business with…. to communicate with…… to fashion an agreement with…. to pay.

6) BE GENEROUS: One of the key ways to set your company apart from the competition and attract new business is to be generous with your expertise. Often, one worries about getting paid, too soon. Until your prospects understand the level of your expertise, choosing one vendor over another is still just a matter of price. The goal should be to have prospects and customers understand and value your expertise. When this magic moment is achieved, you have truly built a relationship.

There’s a far more important issue here. Customers want to know that your business is there for the long term, not just to ‘make a sale’. There is no better way to win over a prospect than to make the investment of your expertise.

7) CHANGE WITH THE TIMES: Do not kid yourself. Just because you tried something in the past that succeeded or failed, don’t assume that if you repeat the exercise you will get the same result. Use Zero-Base Thinking and plan anew. Our world is changing at a staggering rate. Relying blindly on yesterday’s assumptions is a dangerous practice.

You must continue to expand your knowledge and expertise and not just operate in the vacuum of your business. It is only by exposure to new ideas, techniques and strategies that you can continue to have an edge in developing your business.

EMBRACE TECHNOLOGY: You don’t drive a horse and buggy, do you? I didn’t think so.

Bottom line: The need for speed and ease in communication, information management, sales presentation and sales is paramount. If you don’t have a program to constantly evaluate and upgrade your company’s use of technology, then you will be left in the dust.

Technology does not replace you. It is simply a tool. Make certain you have the right tools to compete. And make certain you and your staff are TRAINED in the use of these tools.

THE FINAL ANALYSIS: Get fired up!! Don’t accept mediocrity. Make a plan and break some new ground. Don’t be afraid to take some chances. And in the words of Tom Peters, ‘make your mistakes quickly’. Break out and watch your competition in the rear view mirror.

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