Small Business Trends Radio

Beating the Big Box Guys By Changing the Rules

John Wyckoff receiving honor
In this Small Business Trends Radio broadcast, host Anita Campbell interviews John Wyckoff, a self-made entrepreneur, author and consultant. (Photo shows John in white shirt receiving Lifetime Achievement Award at the V-Twin Expo.)

John is an expert at growing businesses, having built up and sold several multi-million dollar businesses. He discusses:

  • How not to fear competition from large businesses;
  • The difference between relationship marketing and transactional marketing, and how small businesses can gain a competitive advantage by using relationship marketing;
  • Why it is important to use the senses when selling: color, taste, sound, touch and smell;
  • When selling to consumers, why it is crucially important to understand whether your product is a “need” or a “want,” as the approach is completely different in each case;
  • How creativity, which costs little, can be a powerful advantage for a small business — and even if competitors can see what you are doing to creatively market your business, don’t assume they will have the desire or ability to simply copy your techniques.

John also shares the results of fascinating research into shoppers’ in-store behaviors, including such tidbits as shoppers look to the left upon entering a store, but turn right, and how men look up but women look down.

Other highlights of this show include Anita Campbell’s regular feature, Today’s Trend. This segment builds upon a theme she has covered a number of times, about the increasing use of email in sales communications.

About John Wyckoff

John Wyckoff is a marketing consultant, sales trainer, author and motivational speaker, who has worked in a number of industries, including the recreational powersports industry.

He was the founder and Chairman of the Board of Intersport Fashions West. Intersport Fashions West is the market leader in leather riding apparel sold by retailers in the motorcycle and snowmobile industry in the United States, producing more than half the leathers sold. Intersport produces Hein Gericke and FirstGear leathers, among other brands. The company sales are in excess of $40,000,000 per year. In 2003 Intersport was sold to Fairchild, a well-known aircraft company.

John has served on the Board of Directors of the AMA (American Motorcyclist Association) and the aftermarket committee of the MIC (Motorcycle Industry Council). In 1990 he was awarded the “Key Award” by the MIC. Only six people have ever been given “Key Awards” for their efforts within the motorcycle industry during the past 20 years. They include such notables as Vaughan Beals, Chairman of Harley-Davidson Motor Co. and Mr. Honda, Chairman and founder of Honda Motor Co.

Mind Your Own Business, 2nd Edition, by John WyckoffJohn Wyckoff is the recipient of a Lifetime Achievement Award, 2005 Excellence Awards, at the Easyriders V-Twin Expo in Cinncinati, Ohio in January 2005.

John is the author of Mind Your Own Business (www.myob-2.com), which is the only book on how to run a powersports dealership. It is now in its second edition.

John writes for a variety of magazines and newsletters. He is a frequent and popular contributor at the main Small Business Trends site. You can find links to John’s articles at the Small Business Trends Experts Directory.

Listen to John’s interview now by clicking the red and yellow player below.

Date: January 31, 2006

Duration: 60 minutes


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