Attention Trade Exchange Owners. . .It’s GROW OR GO!
The magic bullet for growth is sales, always has been and always
will be...yet the industry’s overall growth is anemic. Why? Maybe
it’s because we’re not providing on-going education about our unique
way of doing business. Knowledge is always a pre-requisite to taking
And for those newcomers, the lifeblood of an exchange, awareness of
and understanding about the value of trading is even more important.
If you expect prospects to come aboard and your members to be more
active traders, but you are perplexed when the results are less than
you desire...there’s a good reason. You must continually educate
and motivate every month--month after month after month!
Such action is necessary because, let’s face it, more cash business,
not trade, is of paramount importance to your members. You must
break through this “cash only” focus and redirect their thinking
toward barter. Although most exchanges don’t see the importance of
doing so, many industry leaders are taking action and so can you.
As the owner of your own operation, there is an easy and
inexpensive solution for moving forward...look
into using The Competitive Edge newsletter. It’s a
camera-ready, 4-page, professionally written, informational
marketing tool...available in PDF format as well as print. So
regardless of how you reach your prospects and clients, you will
have the necessary vehicle.
Written especially for you, the busy trade exchange owner, I am
certain it will be the best investment you ever make.
For more information about The Competitive Edge, and how it
can benefit you
What’s On Your Office
Although the term “mission statement” has been used to include all
kinds of philosophical statements, for many companies the actual
term simply describes what they do and what business they’re in.
Following that are enabling or supporting ideals like values,
principles or philosophies, which help to accomplish the mission
Here are some suggestions for writing your own mission statement:
1) Keep the
statement simple—not necessarily short, but simple.
should have a clear, concise definition encompassing what your
company does, how it does it, why it does it, and where it’s going
in the future.
This way, everyone feels they have a hand in producing the document.
can bring clarity and a fresh perspective to your statement writing
Write the statement in-house, using an outsider for perspective or
to help steer around political swamps.
wording and tone should reflect the company’s personality or what
the company would like to be.
Mutual Life still uses the exact wording of its original statement
written in 1888. The new, fast-moving General Electric uses only
three words, and one of them is made up (boundaryless) to show
innovation and a break from the old way of doing business.
5) Share the
mission statement in as many creative ways as possible and in as
many languages as necessary. Keep it in front of people constantly.
Southwest Airlines put their statement in boxes of Crackerjacks and
gave them out to employees. Merck’s Declaration of Intent is an
actual declaration, signed by all senior managers, framed and hung
in all areas.
Continually challenge the mission statement, and judge employees by
how well they adhere to its tenets. Management must say it and live
Many companies have short and long-term goals. This forces them to
visit the statement constantly to see how they’re measuring up.
Other companies call for themselves to be the leader in the
industry, and this pledge invites constant scrutiny of the mission