As long as you eat and breathe you will stay alive. But is that really living? In a crisis that may be enough. If your business is in crisis - deal with it. But the secret to keeping your business alive is growth.
That is the litmus test of keeping your business alive. Look at nature. Everything that is alive continues to grow. Growing your business is the best way of keeping it alive in the long term. How do you continue to grow your business? Feed it, nurture it, invest in it and treat the business as a journey - not a destination. On your journey you must keep one eye immediately on the road in front of you and the other on the horizon.
Invest in your business success with smart marketing. Smart marketing does not entail expensive advertising campaigns. Instead it means managing all the messages you send about yourself and your business. Be aware of the unintended messages as well as your conscious messages. Test for your unintended messages by asking your best clients. Ask those who did not give you the business - why did they chose to go elsewhere.
Marketing is a long term investment. Because of that, many get frustrated, and complain, 'I tried marketing and nothing happened.' The credibility you build today will help you gain business months or years later. It may seen tough to justify that. But don't stop running the day-to-day activities - just invest a little in your future
Marketing is like planting bamboo. In the first six years the seedlings only grow about 12 inches high. It could be very discouraging to the bamboo farmer. Then 'suddenly' in the seventh year the bamboo sprouts to 6 feet tall. In marketing - nothing happens suddenly. It takes time for results to appear. Prospects need to see your name many times before they remember you and recognize your value. You may think nothing is happening because you don't see the growth. You are the bamboo farmer.
Not only is marketing sometimes a slow pay back. It is uncertain. Not everything works all the time. It's been said that half of your marketing efforts are wasted. The problem is to discover which half. You don't know - so do it all.
Make your marketing personal. Relate to people because people buy - companies don't buy. But don't take rejections - real or imagined - personally.
One of my good clients stopped returning my calls. I continued to call and send information. I felt discouraged. I thought she didn't like me any more. A year later she called to say, "I had a major operation and I did not feel like talking to anyone." Boy, did I feel stupid for thinking it was about me. Often when we don't hear back from our clients and prospects -we think it is us. How can we be so self centered. The world does not revolve around us. Just ask my teenager - it revolves around her.
Fine-tune your database of clients, prospects and contacts. Treat your best clients special. Offer them special services. Airlines do this with their frequent flyer points and special status. Stay close to your best clients, keeping them informed and staying informed about them and their business.
Be unique. Discover the 'unwritten rules' of your business then break them to be different. Dell broke the 'rule' that computers must be sold through dealers. Dell is now a leader in computer direct sales. Stand out from the crowd. Watch for changes in your industry that may threaten your market. If the crowd goes down you don't have to go with it. The leaders in any market do well even in downswings.
Network with leaders in other business to learn about changes - threats and opportunities in their industries. These are people who may or may not actually buy your product - but you gain information, prestige and inspiration from them. You might partner with them for a joint promotion. It builds your credibility to be seen with leaders.
Build your credibility as an expert with the help of the media. Develop your media contacts. You will get the best results from appearing in print. Print has the greatest credibility and you can photocopy it for those who did not see it. Build relationships with editors, writers and reporters in the publications your prospects and clients are most likely to read - or respect. Include these media contacts in your database and treat them like your best clients. Keep them informed of changes in your business. Meet them for lunch or coffee. Offer to introduce them to some of your other contacts they may be interested in meeting.
Write articles about your expertise for the publications. Don't expect to be paid for the articles - you want to get your name out often. The easiest articles to write are tips lists. Editors like them and readers love them - easy to read and use. Once you get published - recycle the articles and offer to other publications. Photocopy the articles and send them to everyone on your database - or at least to your best clients so they receive useful information and see what an expert you are. You must be an expert if your words are in print!
Keep your business alive; invest in future growth through smart marketing.
About The Author
? George Torok is coauthor of "Secrets of Power Marketing"; Canada's first guide to personal marketing for 'non-marketers'. He delivers seminars & keynotes across North America. To arrange a speech or training program you can reach George Torok at 800-304-1861 For more information about seminars visit www.torok.com
shuttle from O'Hare Bingham .. Lockport Chicago limo O’HareWhen small businesses fail, the wreckage is often assigned to... Read More
Having a successful business means also having a good working... Read More
Debt collection letters--an overview"Debt collection letter" in the singular may... Read More
By outsourcing to skilled professionals you'll be able to grow... Read More
Many experienced auto detailing professionals who have started out using... Read More
When working from home, it is usual to find that... Read More
The revenue history is a vital piece of your power... Read More
So you think you're not justified in taking time away... Read More
In these days of insecurity and uncertain futures, the tendency... Read More
Marketing is one of the four corner-posts of a solid... Read More
There are many factors to be considered when you are... Read More
Today is a Red Letter Day! It's special because today... Read More
When is advice free and when should you charge for... Read More
You're pretty proud of yourself! After all, only four months... Read More
Yes, that IS security when nobody can downsize you because... Read More
One of the critical success factors for service-related businesses is... Read More
There are no "rules of thumb" in the pursuit of... Read More
Image of your franchise automotive outlet is so important. Some... Read More
Here are some useful tips on what to consider before... Read More
Washing manufactured homes, mobile homes, can be a lucrative and... Read More
When you hear the word "success" does it bring on... Read More
All cities have a purchasing office and/or a procurement officer.... Read More
The Dynamics of Daylight Savings Time changes the way we... Read More
In general, all of us know how to accomplish the... Read More
Many years ago, I had warned the carwash industry of... Read More
Mishawaka limo O'Hare ..Don't let your customer satisfaction research initiative collect dust on... Read More
The Federal Trade Commission decided to sit down and revamp... Read More
To wash an airplane there are many items you will... Read More
"Inch by inch, row by row...that's the way my garden... Read More
There are many little details that go into making sure... Read More
Are you a home or small business owner and you're... Read More
Let me get right to the point. The single most... Read More
One of the biggest excuses franchisees of home based and... Read More
How do you sponsor an event and get personal introductions... Read More
To have one of the popular in home daycare businesses.... Read More
THE PSYCHOLOGY OF PRICINGIn case you hadn't noticed, people can... Read More
Consistency is a huge word when operating your business. I... Read More
The Customer Analysis section of the business plan assesses the... Read More
As a solo entrepreneur or small business owner, one of... Read More
If you really want to earn more money with your... Read More
1. Look Over Your Shoulder ? Of course, Punxsutawney Phil... Read More
If you run a pressure washer business you need complete... Read More
The employer / employee relations environment has been constantly evolving... Read More
Franchising has made the world look really small. The well... Read More
Every business plan book tells you how the Executive Summary... Read More
A successful joint venture marketing effort is the goal of... Read More
One of the critical success factors for service-related businesses is... Read More
Large corporations use employee manuals to both educate employees about... Read More
Someone new to business ownership recently told me, "Before I... Read More
Those who are in the pressure washer business should not... Read More
Small Business |