  We
were reviewing the results of the surveys we sent out to and we discovered that
the overwhelming majority of members want to learn more about marketing their
businesses. I am far from a marketing expert but, my article this month revolves
around marketing. I found an article by Kevin Dervin entitled How Do You Stand
Out? I thought it was pretty good, so here is the first of two parts...
When you can differentiate yourself from your small business competitors, your
marketing can produce powerful results. Do you know how to make your business
stand out from the crowd?
"Why given all the competitive alternatives
in the marketplace should anyone buy from you?"
Would you be able
to answer this for your business...
It's one of my favorite questions
to ask business owners. I first heard it at a sales seminar I attended several
years ago. It was one of those great questions that simply stumped a roomful of
about 400 professionals.
If you're like a majority of small businesses
out there, you're answer will be pretty vague at best.
Well, that
is if you are actually willing to acknowledge that you have competition in the
way of alternatives to you and your service business. I've had more than one client
tell me that they didn't want to bother looking at the competition because what
they were doing was new or different. "Nobody is offering exactly what I do."
It doesn't matter what kind of service you provide there are always
alternatives to you in the marketplace. I'm fully conscious of the fact that
the two biggest competitors I have are the decision to do nothing and the decision
for someone to do it themselves. For most of us there are many more alternatives
that this for our prospects to consider.
Stand Out From The Crowd
Do you know how to effectively differentiate yourself from your competition
in a crowded marketplace? It can mean the difference between having a successful
and sustainable business or not!
You want to be seen as unique or
different in some way from your competitors. Almost assuredly someone has
told you of the importance of differentiating yourself.
Maybe you've
heard the expression 'unique selling proposition' or 'USP.' The problem is most
small service-based business owners never get beyond what they do and what services
they offer. Or they are simply saying, "We provide superior customer service."
Or, "We have the experience to get the job done right."
Think about this
for a minute. Who in your industry isn't saying those things? Do you really think
you're differentiating your business this way?
Consider also that
your prospects don't really care much about what you do. But, they do care
what they might get from you.
If you can't clearly and articulately
describe your uniqueness, how do you expect prospects to find and remember you
over competitors? Worse yet, if potential clients see you as just like everyone
else they have to chose from, how do you think they'll end up deciding?
That's right, Price or Fees!
And who exactly wins in a price war. Right
again, nobody!
Before you roll your eyes and start claiming that your
type of clients are very price sensitive anyway, take a step back and ask yourself
'what do I do to differentiate my business?' Chances are you're not doing anything.
So how do you know for sure that price is the deciding factor?
When
you fail to differentiate yourself, you'll never get the degree of attention and
interest that you want for your services. And even if you do get attention
occasionally, you'll be easily forgotten in the sea of other small businesses
competing for the same clients.
It's such a common small business
mistake, but are you prepared to fix it? If you haven't done this for your
business yet, I'd suggest you schedule some time this week to work out your own
strategic differentiation.
What's the main thing that differentiates
you and your service business in the minds of your clients and prospects? When
you can articulate this, you'll immediately be more memorable and successful.
Next month the conclusion of the article…
Sincerely,
Michael DiTocco
Chairman of the Board
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| Dr.
Steven G Paul, DVM
1956- 2007
 It
is with a heavy heart that we mourn the passing of longtime and dear Chamber member,
Dr. Steven Paul, DVM. Dr. Paul, 50, passed away on February 7th from bronchoalveolar
carcinoma, an aggressive form of lung cancer.
Dr. Paul was a pillar in
the community and the owner of Wiles Road and Cypress Wood Animal Hospitals. It
was through Dr. Paul's efforts that the city opened the state's first dog park
in1997. The City Commission renamed the Coral Springs Dog Park after him as a
memorial, which according to his wife, Jill, was one of his wishes.
Dr.
Paul was also the creator of the city's annual Dog Day Run that attracts thousands.
In addition, Dr. Paul trained city firefighters on how to administer CPR to pets
and donated oxygen masks designed specifically for pets.
Dr. Paul served
on the Chamber's Board of Directors, the Coral Springs Economic Development Council
(the predecessor to the Economic Development Foundation) and the Coral Springs
Education and Cultural Foundation. He was a member of the Leadership Class of
1997, and was the recipient of the 2001 Veteran Small Business Leader of the Year
award.
He is survived by his wife Jill, their two sons, Jordan and Kevin,
his parents Florrie and Norman Paul of Boca Raton; his sister, Diane Levy-St.
Peter of Chicago and a brother Doug Paul of Caldwell, NJ, as well as the thousands
of people that will miss him.
The Chamber extends our thoughts and prayers
to his family and friends.
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Aerotek
Michael Aronson
3250 West Commercial Boulevard, Suite 200
Oakland
Park, Florida 33309
954-717-3546
Aloha Air Conditioning, Inc.
James Barry
5400 NW 10th Terrace
Fort Lauderdale, Florida 33309
Chick-fil-A of Coral Springs
Samuel Poeana
1341 N. University Drive
Coral Springs, Florida 33071
786-325-2239
Classic Rock Maintenance
Joel Barrett
12724 Shoreline Drive #B
Wellington, Florida 33414
954-346-8968
JB's
Blue Water Grill
Sara Frahm
4800 W. Hillsboro Boulevard, #18
Coconut
Creek, Florida
954-570-3232
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Keiser University
Manuel Christiansen
1500 NW 49th Street
Fort
Lauderdale, Florida 33309
954-776-4456
La Quinta Inn
Lourdes
Robitaille
3100 N. University Drive
Coral Springs, Florida 33065
954-344-2200
Representative Martin David Kiar
Beth Lerner
6600 University Drive
Parkland, Florida 33067
954-346-2813
Seminole Casino Coconut Creek
Gary Kast
5550 NW 40th Street
Coconut Creek, Florida 33073
954-977-6700
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Drs.
Reisch and Gendal's Vision
World
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DMR
Global
| PGA
Tour Golf Course
Properties
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|  Technology
Committee
In
February, the Chamber's Technology Committee presented a seminar, "Marketing Through
the Internet." This seminar was requested by our membership at large based upon
survey results. Four speakers were featured and spoke on the following topics:
Websites 101, E-mail Marketing, Search Engine Marketing, and Customer Management/Databases.
Approximately 30 members attended the seminar and the response was extremely positive.
We look forward to continuing to educate and inform our Chamber members about
the use of technology in business.
Amir Watynski
WatSounds, Inc.
Technology
Committee Chair |
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Gemma
A. Pressinger
Laser Image, Inc.
1-800-31-TONER | My
business, Laser Image, Inc. has been a provider of high-quality office equipment
and supplies (ink & toners) for over 16 years now. Realizing the importance of
network marketing to continually grow my business and introduce my products and
services to the Coral Springs Community is what led me to join the Chamber of
Commerce of Coral Springs 4 years ago. I've been impressed with all the different
stellar functions, exciting events and pragmatic tools that the Chamber has provided
for its members. In fact, the Chamber has provided excellent opportunities for
my business to sponsor several different events & functions over the years at
different capacities, which only proved to be a successful endeavor. But, the
most significant has been my membership with the Chamber Referral Group. I have
been a member since 2003 and have chaired the group since 2005. The meeting agenda
not only allowed for great exposure for the unique mix of businesses in the group
but more importantly, for relationships and friendships to emerge. I'm honored
to support the Chamber and its outstanding leadership and staff!
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Exciting
new Discount Programs for
Coral Springs Chamber of Commerce Members!
The Coral Springs Chamber of Commerce is pleased to announce a number of new programs
designed to save members time and money. By teaming up with the Florida Chamber
of Commerce, we have the buying power of 137,000 companies and 3 million employees
working together. Using the influence of the entire business community, we provide
you and your business with savings and discounts on the services that matter to
you.
KEY BENEFITS:
Office Depot - You'll save
more than 55% off the list price by registering with this program. Shop online
or in stores, whichever is more convenient for you! And it's not just office supplies,
but furniture, computers, business machines, and more - all eligible for FREE
next day delivery.
Human Resources Library - This set of books
helps Florida employers to understand the labor and employment laws that affect
the way they run their businesses. Written in plain, simple English, the set covers
important workplace issues, helping employers to hire, discipline, pay and manage
your employees in accordance with Florida and federal law. Members save 20%!
DHL Shipping - All the great services you've come to expect from one of
the leading national package delivery companies, including next day, 2nd day,
ground and international service, and members save up to 25%! No enrollment fee
and savings are automatic.
…and MANY member-to-member benefits!
By partnering with these companies, we are providing more resources to our members.
These companies also reward the Chamber in proportion to member sales so we can
put together more programs to help businesses grow. This means more leadership
courses and networking events. As our members save more money, the Chamber makes
more money to put back into its member community - more leadership and development
courses and networking events.
It is exciting to be offering products
businesses already use at a discounted price, but also to promote new services
that help a business to mature and handle their responsibilities appropriately.
These benefits are at absolutely no cost to you or the Chamber and by participating
in the programs; you are not only funding the growth of your own business, but
others in the Coral Springs community.
You can learn more about the types
of discounts and other benefits available to members by visiting the Coral Springs
Chamber of Commerce website at www.cschamber.com
and clicking on Chamber Perks located on the right side of the page.
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Friday,
April 27th, 2007
11:30 a.m. - 2:00 p.m.
Marriott Hotel - Heron Bay !
NEW
AWARD ADDED TO THE CORAL SPRINGS CHAMBER
AWARDS LUNCHEON!!
We are extremely excited to offer a new award category for our 2007 Coral Springs
Awards Luncheon! This new award is the Corporate Chamber Business Leader Award
of the Year. This award was introduced to ensure that all Chamber members
who contribute significantly to the continued growth and success of the Chamber
are eligible to be recognized.
Finalists in all award categories will
be announced the week of March 12th.
Please join us in recognizing our
outstanding members and Youth scholarship winners by spotlighting your business
as a sponsor of this prestigious event.
Several sponsorship levels are
available and individual tickets are on sale for $40 each until April 6th; after
they will be $50 each. Make sure you're business is part of this prominent event!
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Ambassador
Committee
| Education
Committee
| Chair:
Connie Carberg
Meets: Tuesday, March 6th
Time: 8:00 a.m.
Place:
Chamber Office
| Chair:
Kimberly Knox/Steve Laska
Meets: Wednesday, March 21st
Time: 8:00 a.m.
Place: Location to be announced
| Technology
Committee
| | Chair:
Amir Watynski
Meets: Monday, March 26th
Time: 4:00 p.m.
Place: Chamber
Office
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Please
R.S.V.P. to the Chamber office for all events to help us plan accordingly!
Phone:
954-752-4242 ext. 10 or 12 Fax 954-827-0543 • email: info@cschamber.com
Networking
@ Noon!
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Wednesday,
March 7th, 2007
12:00 p.m. - 1:30 p.m.
Mr. Food No Fuss Meals
991 University Drive, Coral Springs
(On the east side
of University behind Marola's, north of Atlantic Blvd-In the Esplanade)
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Wake
Up Breakfast
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Tuesday,
March 13th, 2007
5:30 p.m. - 7:00 p.m.
Four
Star Ravioli & Deli
10786 Wiles Road, Coral Springs
(Just west
of Coral Springs Drive on the south side of Wiles Road)
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Tuesday,
March 20th, 2007
7:15 a.m. - 9:00 a.m.
Coral Springs
Marriott
11775 Heron Bay Blvd., Coral Springs
Sponsored
by:
Al Hendrickson Toyota
Guest Speaker:
Al Hendrickson
Rules of the Road to Success
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March 2007 Schedule of Ribbon Cuttings
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Tuesday,
March 13th
5:15 p.m. (Before the After Hours Networking)(with Mayor Brook)
Four Star Ravioli & Deli
10786 Wiles Road, Coral Springs
(Just
west of Coral Springs Drive on the south side of Wiles Road)
Please
R.S.V.P. to Vincent Billisi at 954-752-6500
Thursday,
March 15th
Time: 8:30 a.m. Note: Early Time at Owner's request (with
Commissioner Mena)
Chick-fil-A of Coral Springs
1341
N. University Drive, Coral Springs
(On the east side of
University Drive & Ramblewood)
Please R.S.V.P. to Samuel Poeana at
786-325-2239
Thursday, March 22nd
5:30 p.m. (with
Mayor Brook)
Best Buy for Business
650 N. University Drive, Coral Springs
(On the south west corner of Atlantic & University, where Toys
R Us used to be)
Please R.S.V.P. to Ryan DeNunzio at 954-740-0677
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