When Cindy DeMay was launching Global Business Coaches over three decades ago, conventional wisdom held that one should concentrate on mailers and word-of-mouth marketing. Most businesses were sending mailers, flyers, and strategies to increase word-of-mouth. Not a lot of business owners were leveraging the internet yet. However, Cindy took what she calls “the bold crazy path” and started building her business online. It turns out that it was a smart move. From word of mouth to online searches for products that customers were actively seeking out. Today, she is a global trainer of hundreds of business leaders and supporting their growth in expanding their businesses online too. Her secret is to focus on niche markets and customer service.
Q: Does Global Business Coaches actually create demand for hard-to-find products and services?
Cindy DeMay: Absolutely. We not only help clients find valuable training for a successful business, we also products find their ideal customers. We create personalized recommendations based on the patterns and results we see.
How does this compare with the approach taken by other Business Coaches?
If you think about the marketing of products and services, it is easy to see the low-end and extremely high-end offerings in the market. On one end, you might see businesses marketing products and services that only cost $20/month. At the other extreme, you will see similar products and services marketed for $800-$1000/month. The challenge is selling a high quality product that is in the middle. Through a proactive training program, we have perfected a process of helping business owners achieve that happy medium through the help of the internet.
You launched Global Business Coaches about 30 years ago. What have been the main effects?
If you were to search for a business coach, and you didn’t get any results from your time and financial investment, would you continue to work with them? Probably not. So my intention was to create an environment and community where like-minded business people could not only get the training they need, but also thrive in a lucrative marketplace. By focusing on the success of our clients and partners, we have not only made millions, we have helped our clients and partners earn millions.
How much of retail sales do you think eventually will be online, and how much offline?
I think online ultimately will be 10 to 15 percent of retail. The vast majority of retailing will stay in the physical world because people have specific needs, they want things right away and want that human connection when they make a purchase. In addition, most prefer to have an expert make a recommendation that they can take action on. With that personal guide, it makes it a lot easier to complete the online order for $1200 or more.
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