Smooth Move Marketing

Posts Tagged ‘small business marketing’

Everyday, customers and business owners are bombarded with billboards, logos, print and electronic ads from huge corporations. With annual ad budgets that are more than our businesses’ SALES in an entire year, our small independent businesses are getting squeezed out of consumers minds (and wallets) more and more each year. But the good news is, there are ways to fight back and “break the chains”:

Build that website and perfect your online presence.

The Internet is one place where, compared to print and other forms of electronic media, the playing field is relatively level. A website filled with loads of great content will be loved by the search engines like Google and Yahoo!, and because of that, customers that may not even know where you are can find you and buy online. If you own a retail store, start an e-store. If you own a restaurant or a service-related business, offer a gift certificate or printable coupon. Starting a mailing list on your website with the latest news, events and special offers is a great way to get (and keep) loyal, regular customers. The options are endless, and best of all, content is the Internet king, not slick, flashy, repetitive advertising. If you aren’t comfortable with all things Internet, there are many companies that are, and can help you with web design, web hosting, search engine optimization, and web marketing.

Join (or start) a co-op or business association.

“Strength in Numbers” is more than a catchy phrase, it is becoming a necessity in our current business climate. Trade organizations can purchase products together to get better rates and buys, they can advertise together with direct mail coupons and newsletters (another big money saver), and they carry more political clout by appointing representatives to call on state legislatures or even Congress in order to promote legislation favorable to small independent businesses. If your area doesn’t have a trade organization, or does but you feel it doesn’t meet your needs, start one! The National Federation of Independent Business is a great resource with representatives in all fifty states and Washington D.C.
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Often the real profits lie in back-end sales.

Once you have a customer, you simply offer additional products, add-ons, upgrades, a super-deluxe version of the original product purchase with all the bells and whistles. The customer is already “sold” on the product or service, based on your sales material or presentation.

The back-end offer should supply the answer to “what’s next?” It should be related in some way to the original product, and the most successful back-end products are higher-priced accessories that makes it easier of better for the buyer than simply having the original.

A back end product should further enhance the product that the buyer intended to purchase. Whatever the original product does, a good back-end product will make it faster, better, more detailed, more complete or easier to use and benefit from – in essence it is far more helpful to the prospect in satisfying his wants, than is the original, more basic product.

Keys to Success

The success of back-end products can be attributed to having a captive, highly targeted audience who is definitely interested in achieving a specific result or solving a specific problem. The add-on product makes it easier to solve the prospect’s problem, quickly.

Another factor is to further sell the customer while he is still in the buying mode and while he is feeling good about solving a problem or moving closer towards a goal.
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In his classic best-seller, How To Win Friends And Influence People, Dale Carnegie’s second chapter is entitled The Big Secret of Dealing With People. The secret is summed up in this principle: Give honest and sincere appreciation.

Carnegie said there is only one way to get anybody to do anything — by making the person want to do it. How can you encourage customers to say good things about you and give you referrals? By giving them what they and all human beings crave: honest and sincere appreciation.

The Two Magic Words

The big secret of dealing with people (or customers) is often overlooked or forgotten. It’s simply saying “thank you” consistently, personally and, above all, sincerely. These two words work marketing magic because customers want to feel important.

Saying “thank you” is an act of kindness, besides. But don’t say “thank you” for the sake of flattery. It must be sincere. As Ralph Waldo Emerson once said, “You can never say anything but what you are.”

“Thank You” Promotes Referrals

The uncertainty of referrals can be disconcerting. Can you control them? No. Can you influence them? Absolutely.

First you must provide a valuable product or service for customers. (You’re already doing this, right?) But perhaps you can make an even bigger difference in their minds by your continued interest after you’ve delivered the product or service.

Each customer has a different level of satisfaction with your products and services. However, all customers to whom you say “thank you” are satisfied that they’re important to you. This can determine whether you’ll continue a relationship with them and get referrals.

“Thank You” as Direct Mail or E-mail

If you’ve never used direct mail and are considering it, start a thank-you correspondence program. If you’ve used direct mail or e-mail but haven’t sent thank-you letters or e-mails, start now.

The thank-you letter or e-mail to your customers is targeted (you know them, they know you), personal and effective. It’s guaranteed to receive a positive response.
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Whether you’re an introvert or an extrovert, feel like you have the gift of gab or just don’t know how to make small talk, networking know-how is very important for your business success. There is a notion in business that I believe most of us subscribe to that says “all things being equal, people will do business with and refer business to those they know, like and trust.” And the key to this is obviously being able to develop relationships.

Think of networking as the cultivation of mutually beneficial, win-win relationships. In order to be win-win, there must be GIVE and take (notice the emphasis on give). Networking shouldn’t be viewed as “events” where you go to sell your business. When effective networking is taking place, the parties involved actively share ideas, information, resources, etc.

Ok, so you know that you should be networking because it is one of the most cost-effective lead generation activities when used wisely, appropriately and professionally. But, maybe that seems easier said than done. Here’s a seven step plan to really get going with networking for your business.

1. Check out several groups to find the best chemistry and perceived value. Most groups will allow you to come and visit at least a couple of times before you have to join. Go and ask around to find out why others have joined and what value they get out of belonging.

Resist the urge to just go join the Chamber of Commerce simply because everyone tells you that’s what you need to do. If that’s not where your target group can be found, then you might just be wasting a considerable amount of time (and money).
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