#Immediacy on speech making

My customers are mostly regulars or people recommended by them. Various online ...

My customers are mostly regulars or people recommended by them. Various online advertising ploys didn't make much difference so I concluded that I'd reached market saturation. I thought about my customers and decided that what they had in common was that they were car owners who wanted their cars well looked after but for various reasons they preferred the work to be done at their home.

I wrote to them all and offered to do routine servicing at their home, with a discount if they combined it with home tuning. It worked.

I got quite a bit of new business even a few new customers.' 'I'm Bruce. I started an online carpet-cleaning service a few years ago but soon discovered that there wasn't enough money in carpets alone I extended it to curtains, then to upholstered furniture, and now I offer a full-blooded spring-cleaning service for those who want it washing down the walls and the lot. It's a full spectrum, the customer chooses how much he wants done and I offer a fixed-price contract for the package.' If you look around, you will see many examples of service businesses using their existing facilities to provide new services.

For instance, we used to think my milkman was a man who sold milk. He thought so too until he realized that what he was really doing was providing a daily delivery service to households. When looked at in this way, there was no reason to confine his delivery service to milk. Now he doesn't he also delivers cream, yoghurt, fruit juices, soft drinks, bread, eggs, potatoes and even, at times, meat and poultry.

Another example is my local garage owner. He used to do repairs and sell cars as well as petrol, but when the recession bit into car sales, he closed the car showroom and workshop.

As the recession eased, the car showroom has been refitted and opened as a shop for travel-related goods. At the same time, the forecourt was changed to self-service, so that the forecourt staff can now run the shop as well. Complementary sales and service When looking for ideas for new products or services, a fruitful approach is often to look for something which is commonly associated with your product; for instance: bacon and eggs, petrol and oil, bed and breakfast. We can remember when shoe shops just sold shoes; now they almost invariably sell stockings and tights also.

The same can apply to services also, as the following illustration shows: ...

The same can apply to services also, as the following illustration shows: 'I'm Nigel and I'm a skilled welder. After a spell of unemployment, during which I did some odd jobs... read more

You may be wondering what all this has to do with new ...

You may be wondering what all this has to do with new products or services in your business. The answer is simply that, whether they know the word or not, synergy i... read more

The product mix for the new shops was different from the pub ...

The product mix for the new shops was different from the pub contract and some-days I couldn't make enough pastries. One shop needed much more renovatio