Practical Marketing Tips for Small Business
You’re in Sales, Whether You Like It or Not
We’re all in sales. We all have to sell, whether we like it or not. Maybe you’re a contractor whose real job is building. Or maybe you’re a hairdresser who spends all day cutting and coloring. Or perhaps you’re a busy CPA putting numbers together, running reports, and filing tax forms for your clients. If you work in the business world, you’re in sales. You really don’t have the time to do this for everyone, but ideally, you can develop a routine in which every one of your clients feels you are taking care of them above and beyond what they would expect. A kind word, a heartfelt thank you, a big smile, and a hearty handshake can go a long way.
But, for your top clients, you need to take it a step farther. Start by identifying your most important clients. Then put together a 12-month plan to make each one Your clients can go elsewhere and have someone else do feel appreciated. The trick is to make whatever you do what you do. They can spend their money with another personal. No mass anything. For example, send a short company leaving you high and dry. They can take their handwritten note thanking them for their business. Or friends and associates with them telling others about send a personal e-mail every couple of months with an their “new” accountant and how good she is to work appropriate article attached (just Google a with. subject you know interests them). Drop off a gift you’ll know they’ll appreciate. No Developing a good strong client base pens with your logo or other junky items. “Successful and keeping them happy is called Loyalty One of my favorite gift items is chocolate Marketing. But it can fail if those who use it sales covered tart cherries from Symons General assume people become loyal to a business Store in Petoskey. My clients rave about or a brand. In the small business world, people sell them for days afterwards. Another good this just isn’t true. To develop and maintain idea is buying a mix of jelly beans in your themselves loyalty among your clients you need to sell client’s alma mater’s colors. You can find yourself. first, price just about any color you need at Dar’s Hallmark in Cheboygan, and they are more According to Harry Beckwith in his book, last” than happy to customize your selection for “What Client’s Love,” ordinary salespeople you. sell the following (in this order): Price Their services or product Themselves And last, their company. The most successful salespeople sell (in this order): Themselves Their company Their service or product And then, price. How about tickets to a charity event, or a book on a subject that your client is interested in such as lighthouses or Great Lakes freighters? Be creative and keep your ears open for clues from your client. Yes, this takes time, but it’s worth it. Guaranteed! By targeting your most important clients and focusing on them, you’ll see an impact on your bottom line, and that’s worth a few minutes of thought each month. This original column was written by Susan Balbaugh, President of CCMarketing, a Michigan marketing company specializing in science-based persuasive marketing techniques. Submit your questions or comments to Susan via e-mail to Susan@ccmkt.com.
CCM
So how do you sell yourself and develop personal loyalty amongst your clients? You need to touch people personally. You need to make the effort to ensure your top clients get that one-on-one special treatment that shows them how important they are to you. Make them feel special, and you’ll create a bond unbreakable by your competition.