Marketing ideas that do not cost the earth

"What do I have to do to win your business?" Is the only sales question you need to remember. Find out what customers want and give it to them, is the secret to business success. Once you know what they want then you tailor your marketing messages to tell them you have what they want and build trust and credibility. Marketing does not have to cost the earth use these ideas to generate your success.

Know your customers

You can’t have all the customers so decide which ones you want. Describe the type of customer who is most likely to want or need your product. This will help you to target the right people to help you maximise results. Think about your customer and ask yourself, “if I was the customer: What would it take to get my attention? What promises would I want fulfilled?”.

Speak in your customers language

Avoid jargon and speak to customers in words, style and tone that they understand. Action point: review your marketing materials to ensure they are jargon free and focus on the customer.

Create your message

Identify and create three key messages. Most people cannot remember more than three. Repeat your messages everywhere. Do not confuse the customer, a confused customer always says no.

Ask, Ask,

Ask customers what they want and then give it to them. Ask customers about their needs and problems. Show them how you can solve their problem. Ask for feedback on your performance, things that could be improved. Ask for referrals from customers and opinion formers

7 is a magic number

Have a seven step follow up process in place for when customers contact you. Research shows that 7 contacts may be necessary before a customer buys. Many businesses stop after just 2 contacts. Plan a series of activities that include telephone calls, emails and letters. Spread your activity out over several weeks.

Existing customers

Review what else you can sell to them. Find out what they are not buying from you that you offer. Then develop a sales plan and promotional campaign.

Lapsed customers

Find out why they no longer use your services and what it would take to get them back.

Speed dating

Develop a 60 second statement that promotes your business. Include a hook for interest, words that explain and a plea. Use at networking events
Answer these questions:
Who are you? Why should I care?

Review your competition.

Identify what extra services you could offer. Become a customer of your competitors to see how they treat you and see how you can improve on their services. Look at where they advertise and how they promote their business. What can you discover and use for your business?

Snatch File

Create a file of leaflets, flyers, adverts and sales letters etc that have been sent to you. These can give you ideas for your own business. Don’t copy them but adapt them to improve them. Look outside your industry. Don’t re-invent the wheel just improve it. Look to see who you think does it best then adapt the idea for your business.

Thank

Customers like to be appreciated so say thank you for their businesses. Letters, telephone calls, small gifts can all play a part.

Assumptions

Assumptions are the root of all problems. So don’t assume! Ensure everything is explained clearly and simply. Your customers need to be educated; they don’t work in your field every day. Make sure your customers know what you want them to do.

Customer names and addresses

Keep records and classify customers by category. Base on profitability, or turnover etc. Serve all your customers well. Know who your best customers are and serve them extra well. Remember in many cases more than one person is involved in the buying process so ensure you have all the contacts and they are up to date. If you haven’t got records offer an incentive for customers to give you their details.

Power words in sales letters and presentations

You and I are better than we and us! Avoid jargon, avoid clichés and use simple words that everyone understands. Words should appeal to emotions: Save, Free, Love, New, Easy, Discover, Improve, Increase.

Easy to buy

Good marketing focuses on the buying process. How clear is your offer? How clear is the price? How easy is it to buy from you?

Points of contact

Study every point at which your company makes contact with customers or prospects. Your reception, your business cards, your building, your delivery vehicles, your brochures. Ask “ What are we doing to make a great impression at every point.” Set out to improve each one significantly.

Keep in touch

Do something regularly and consistently to stay in touch with customers and prospects. Remember we do not know when a customer will have an actual need.

PR

Use the power of PR. Write press releases and send to your local papers and business magazines. Can you create a survey and use it to create PR?

Test, monitor, measure, modify

Learn from the past. Monitor what worked and what didn’t? Ask yourself why? Establish benchmarks for success. Test new ideas on a small scale first.

Word of mouth

Encourage recommendations. Use testimonials in your marketing material. Offer incentives to reward customers for recommending you to others. Make it easy for customers to recommend others.

Website

Customers expect you to have one and it to be modern and up to date. When was the last time you updated your site?

Pitfalls to avoid

• Don’t expect instant results.
• Don’t stop because you are busy today, market today for tomorrow’s customers.
• Don’t decide how the marketplace will respond.
• Don’t forget that customers are humans.
• Don’t make an offer that isn’t clear with a clear call for action.
• Don’t aim for perfection there is no such thing. Get your messages out, and always look to improve.

Need personal help?

Want help from Gareth to grow your business? Give him a call on 01226 290288 or email gareth@gapmanagement.co.uk

About GAP Management

GAP Management helps business owners and managers to find, win and keep customers to increase sales and profits and to focus their sales and marketing activities.