Free Resources - Top 10 Tips For Your Business
1. What Business Are You In?
When asked what you do - can you answer clearly, confidently and concisely? The key is being focussed on what you are about. If your words come from the heart, then you will come across as genuine, enthusiastic and passionate about what you do. Don't try to be all things to all people - this will dilute your message and confuse your audience. Even if you are able to provide different services and need to pay the bills, think about how you can package them together so that you become known as "The person who ... " What do you want to be remembered as? Focus on this so that you have an answer when you get the opportunity to say what you do.
2. Who Are Your Customers?
Unless you know who is most likely to need your product or service - and is prepared to pay for it - you will waste a lot of time, energy and money marketing to the wrong audience. Take some time to work out a profile of who to target. What publications will they read? What associations or clubs will they belong to? Can they afford to pay? Where can you find them?
Identifying your target market and focussing on them is not limiting your options but focussing will give you a better chance of a return on your efforts.
3. Value Your Services
It is always a temptation, when starting out, to price your products or services low to attract more clients (I know, I've done it!). There are some hard questions to answer here: Do you want people to perceive your products/services as cheap or high quality? Would you rather have more clients at a lower price or fewer clients each paying you more?
If you don't value your products/services highly, how can you expect your customers to?
4. Build a Reputation
Become known as someone who is good at what they do. Learn all you can about your field to build your expertise. Let people know how good you are by writing articles (for trade magazines, local newspapers - start your own newsletter and send it to prospective clients), giving talks (be prepared to do these for no fee). Ask satisfied customers for testimonials and use these in your promotional literature and on your website.
5. Networking, Not Selling
People buy people and before they are prepared to do that they have to get to know you, like you and trust you. Approaching networking events with the intention of giving and getting as many business cards as possible, and giving your sales pitch to as many people as you can is unlikely to gain you business. Networking is a slow but sure way of building relationships, finding out how you can help others, who you can put in touch with someone else, who may be able to help them. You will gain a solid reputation as being genuinely interested in helping others. Just be prepared to wait for the rewards of networking - they will come.
6. Image Does Count
If you want to be regarded as a professional providing a professional service, then everything about you has to be professional too. Branding is not just for large, high profile companies. Yes, you can start off with literature produced on your printer but use a good quality paper. Make sure that your logo (if you have one), the positioning of your business details, the colours and even the font you use is consistent and appears on everything you use - business cards, letterheads, brochures, flyers, proposals, website - everything. You don't have to spend a fortune promoting a professional image but do spend some time and thought on how you want your business to be perceived.
7. Adding Value
This is not about giving lots away for nothing (although it's worth thinking about what you can provide as small gifts). Adding value is about giving more than the client expects, under-promising and over-delivering (or delivering early) will always enhance your reputation and encourage customers to come back to you. Always follow up meetings with a thank-you note, remember birthdays and special occasions. Find out what interests your clients have and send them clippings or articles that might be of interest (so they know you're thinking of them and it makes them feel special). Adding value doesn't have to cost much money - use your imagination!
8. Referrals and Testimonials
If you have provided good service to a client, always ask for a testimonial that you can use in your literature and perhaps on your website. Testimonials say more about you than the glossiest of brochures. (Also, reading them when you're going through a rough patch can be a great pick-me-up!).
Asking for referrals is an excellent way of gaining leads for potential new clients (always ask if it is OK to quote the name of the person giving you the referral - this gives you something in common with the prospect straight away). Ask for 3 or 4 names - you are more likely to get names than if you just ask for 1.
9. Make Your Website Work For You
A website can be a great way of advertising your business - but only if people visit it! Make sure you direct them to it by putting the address on every single piece of your business stationery, brochures, your e-mail signature, newsletters, etc. Tell as many people about it as you can.
Provide some free resources (like this Tips sheet!), invite people to subscribe to a free newsletter, give away a free report you've written. Have some pages that change so people will visit again to see what's new.
10. Employing the Right People for Your Business
When you own your business, it is important that you employ people who not only can do the job well but also who will share your vision for the business.
One way of doing this is to find out what their work values are and if they are a close match to your own. (Have a look at 'Are You Being True To Yourself?' for an idea of how to do this.)
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