Don’t be fooled by the simplicity of the ideas found here. Often it is the simple steps that make the biggest advances.
Just start with one idea, do it today, one idea acted on is better than a thousand thoughts left inside the head.
Don’t despise the little things.
Have fun because business done right should be fun.
Be sure and read the attached letter. I’d love to help you not just get good ideas but also implement them. Your investment in my services is guaranteed.
Let’s get started!
- Increase the value of each sales transaction. You can do this by providing deluxe versions, add-ons, or pushing accessories that will be helpful to the customer. For example selling socks and shoe polish when you sell a pair of shoes. If you’re painting a house exterior than offer a special for doing an interior room. What are your customer’s wants, desires, problems and irritations? Make a list of them, then brainstorm about the possible services or products that could meet their wants, solve their problems or get rid of the things that irritate them.
- Mail to your customer list as often as it’s profitable to do so. Mail them helpful hints on a regular basis. Offer them special rates or times to shop just because they’re regular customers. If they bought a consumable product, send them a reminder that it’s time to buy again.
- Discover the magic of full color postcards. Postcards are an underused yet highly profitable and effective means of reaching potential customers or current customers. At Overnigntprints.com you can purchase full color postcards for as little as 6.5 cents. And the postage is only 27 cents. Keep the design simple; focus on only one offer and use a benefit filled headline. You can send them to a website, have them call, or have them come into the store for a special offer.
- Reactivate old customers. Every business has prospective customers, current customers and old customers. Use a postcard, letter, or telephone to get in contact with your old customers who haven’t purchased from you in awhile. Invite them back with a special “get reacquainted” offer. A large percentage will respond favorably. Most people switch to other businesses because of neglect. Stay in touch with your customers and they’ll stay in touch with you.
- Make ads perform better. Make sure you have the four essential elements to an ad: a good headline, proof that what your saying is true (testimonies work here), description of the customer enjoying the benefit and a call to some form of action (an offer). One of the easiest ways to double the effectiveness of your ad is to change the headline. Most headlines are company focused and not customer focused. Let your heading clearly state a benefit to your customer. A potential customer is really not very interested in who you are or how good you are or how pretty your building is. The potential customer is asking, “what’s in it for me?” If you can answer that question you’ll be over half way to the sale.
- License your unique service or product. A car wash service had a unique way of getting customers to upgrade to a higher and more profitable service. They took this technique and marketed it to other car wash services around the nation giving them permission to use this licensed method for a percentage of their increased profits. This generated thousands of extra dollars a month to the originators income without them having to do anything.
- Do something every day to market your business. Make a phone call, write a sales letter, send out a thank you card, write and place an ad, do at least one thing and at the end of the year you will have made over 200 small steps to advance your business. Those little things add up to create a powerful synergy. If you find it hard to make time for this then set your alarm and get up 30 minutes early. Use that time to do a marketing activity.
- Pre-sell. Use educational selling. Don’t push your product or service until you’ve given the potential client good solid information that helps them in making a wise decision…even if that means they won’t choose you. This will build a bridge of trust that will have a positive long term effect on your business
- Use the power of an excellent guarantee. Often a business will back up their service by refunding or going out of their way to correct a problem. But they don’t let the customer know that up front. By giving a big guarantee you remove the worry the potential client has about doing business with you. Yes, some will take advantage of you but that will be greatly outweighed by the amount of extra profit your make form those who choose to do business with you because of your outrageous guarantee.
- Strengthen your marketing without spending any extra money by using a USP. Your “Unique Selling Proposition”. This is the thing about you, your product or your service that sets you apart from your competitors. A well chosen and utilized USP can make a great and immediate impact on your business.
- Stir up immediate action with incentives. For example if you have a limited amount of something let your customers know they need to act quickly. Use bonus gifts if they respond by a certain date. I know a painter who would give his regular quote but then say that if they made a decision today he would lower the price by $500. And if they called within 3 days he would lower it by $300. Give them that extra push – a strong enough reason to respond immediately.
- Over deliver. Promise a lot but give more than expected. Make their experience with you positive and satisfying. Make them feel valued and you’ll build long term loyal relationships. Plus they’ll be anxious to tell their friends about you. Use the power of a smile to make someone’s day special.
- After the purchase send a thank you card. This common courtesy is so unusual that it will make you stand out from your competitors. How often have your received a hand written thank you note? Make this a habit after every purchase it’s one of the easiest and cheapest ways to build good will.
- Narrow your niche and become the expert in that area. Trying to be all things to all people waters down your message and will put you out of business quick. Become the expert CPA for attorneys or if you’re a window cleaner focus on residential homes only. People will pay more for a heart specialist than for a general practitioner. What can you do to narrow your focus and become the expert in that field?
- Use testimonies. Begin to collect testimonies and use them in all your marketing materials. These are proofs of your claims. How do you get testimonies? Ask for them. Most people who have had a good experience are glad to help you out. A testimony is a third party endorsement that helps establish credibility for your product or service.
- Always remember people are not buying products or services they are buying a solution to a problem. They are paying to receive the benefit that is in your service or product. You don’t sell eyeglasses you sell better eyesight. You’re not selling clothes but acceptance by your peers. A nice restaurant is not selling food but a romantic, relationship building experience.
- Partner with other businesses. Find other business that are not direct competitors but who service the same kind of clientele. A CPA who services high end clients can give away a coupon to a nice dinner house. This dinner house by giving away a free meal will get a new customer for a low investment. The customer they get will be prequalified and will most likely become a regular customer. Plus how many people go out alone to a nice restaurant. When you give a free meal to a qualified customer they will bring in a guest who will be paying for their meal which will at least cover the basic overhead of both customers. The CPA gains the favor of his clients and the restaurant gets two new customers they can convert into long term repeat customers. Both parties win with very little expense.
- Ask for referrals. Once you’ve over delivered on your services and or products, ask your customer if they know of anyone who would benefit from what they just experienced. You can prompt their memory by asking if they have any family members or co-workers that might be interested, maybe they belong to an organization or church. Not all will have referrals but enough will to make it worthwhile.
As I said at the beginning pick one idea to put into practice this week. Learning the power of focus and concentration is a prime business skill and marketing your business is the most important aspect of business life.
You can have the best products and the greatest service, but if nobody knows you’re around then you’ll not get any customers, and without customers your business is no more.
Choose an idea and concentrate on it. Put it into practice, measure the results and tweak it as necessary. Don’t be worried about mistakes it is better to step out and move then to sit back, afraid that you might not do it right. Not every idea will work but you will learn from every attempt and those lessons learned will make it easier and easier as time goes on.
Do You Need That Extra Boost
Being an entrepreneur for 29 years I understand the difficulties, frustrations and struggles of the small business owner. Often you’ll have great ideas but just can’t get them implemented. You’re stuck in the sand and you’re wheels are spinning.
I’d love to help give you that push and get you back on the road. As a business coach I come along side of you to encourage, exhort, and give that gentle push to get you back on track. I bring the expertise of years of hands on experience, reading dozens of books, and training. I also maintain ongoing training to keep my marketing skills sharp and current.
Call me and we can discuss your situation. There will be no pressure and no obligation. Call 352-217-5880.
May God bless you as you apply diligence and wisdom to your business.