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The bottom line of all businesses is to make a profit. That’s why a business exists in the first place. It sounds nice for someone to say that the reason they’re in business is to help other people, or to provide some needed service, but in the end the real bottom line is that the business owner wants and needs to realise a profit.

If a business expects to remain in business for any length of time, or to grow, the business owner must master the skill of getting customers to do business with them.

That includes new customers; those with whom they have never done business before. Current or existing customer; those who patronise the business regularly and past customers; those who have done business before, but may have taken their business elsewhere.

The process of getting people to do business with you is called marketing. Unfortunately for many businesses, this process, as critical as it is to the success of the business, is one of the tools business owner’s least understands.

Here are three, good, useable marketing efforts that work will in any economic climate. These strategies can be put to work in your business today, and help move your business forward regardless of the economy of your available financial resources.

Marketing Strategy #1

“Do what you do so well, that when others see you do it, they want to see you do it again, and will bring others to see you do it.” Walt Disney.

Broken down it means: it’s important that you do the things you (or your business) does the best, add your own personality and adapt successful business traits to your own business and do what you do with excellence.

The key is not to ‘meet’ your clients’ expectations, but to ‘exceed’ them – to give them more that what they expected.

Make sure that the ‘service’ always outweighs the ‘price’. Be sure to always give more service than the customer perceives they should be getting from their transaction with you.

• Do I offer the best quality product or service I possibly can?
• What can I do to improve it?
• What is the best benefit to my customers that each of my products or services have to offer?
• How can I better convey that to my customers?
• What can I offer my customer above and beyond the product or service they purchased?
• Do my customers trust the advice and suggestions they get from my staff, and do they feel comfortable dealing with us?
• Why should they do business with my establishment instead of any and all options they have, including doing nothing?
• Would I purchase this product or service if I were in the market for it?
• Would I purchase it from my company if I didn’t own, or work for the company?
• Would I feel comfortable referring my friends, relatives and associates to this company?

Marketing Strategy #2

Use the testimonials of other satisfied customers to help pre-sell your prospects.

Testimonials are one of the most powerful tools any business owner can use, but also one of the most under-utilised.
Testimonials are not difficult to get. One of the most effective ways is to send users of your products or services a questionnaire or evaluation form that asks for their feedback on how they’ve benefited from using the product or service.

The questions should be in “open-ended” form, and ask for them to write their feelings about their experience with your product or the service they received from you, and not just for “yes” or “no” answers.

Using testimonials is one of the most effective ways you can eliminate fear, increase the believability and credibility of your offer, and add to the number of sales or inquiries to your advertisements or promotions. Whatever you do, don’t overlook this important and valuable tool!

Marketing Strategy #3

Build a database of current, past and prospective customers and keep in touch on a regular basis.
• Who are your current customers?
• Do you know?
• How do you know?
• Do you have a record that shows who they are, what products or services they regularly purchase, what their last purchase was, when it was, and how often they make purchases from you?

By knowing exactly whom you have dealt with in the past, who you currently deal with, and who you would like to deal with in the future can dramatically change your business, your profits and your bottom line.

If you’re not currently using a computer to keep track of these and other categories of customers, you should be.

Targeting your marketing efforts to the right people can make or break your entire advertising or marketing campaign. And if you’re a small business, you can’t afford to have that happen too many times. It’ll drive you right out of business!

Keeping in touch with your customers…past, current and prospective, is one of the best marketing tools you can employ. It doesn’t have to be “hard-sell.” It can be as simple as any of the following examples:
• Send birthday cards to your clients.
• Send postcards on the anniversary date of their first purchase with you.
• Send a questionnaire asking for their evaluation of the product or service they purchased, or feedback on how it could be made better.
• Send an informational newsletter on a regular basis.
• Involve your customers in a contest or promotion… perhaps a referral generating promotion.
• Sponsor client lunches with guest speakers that address subjects of interest to your clients. Have them bring a friend.
• Send announcements of “preferred customer” sales or events by special invitation. Include an invitation for someone who is not one of your current customers.

Make your current customers feel special

Make your past customers feel missed

And make your prospective customers feel wanted

Use your internal database to keep in touch with these groups of customers. Let them all know how much you care, and how much you appreciate their business, and this will take your business to new levels faster than nearly any other method you can think of.

If, for some reason you don’t have the time or desire to learn the latest marketing techniques, don’t just drop the ball. Your business and your customers are too important. Make sure you find a qualified consultant that can help you analyse your business, decide which strategies will work best for you, then set in motion a systematic plan that will help you skyrocket your business to the next level.

These three strategies will start you on your way. Apply them in your business, and your competition won’t stand a chance!