Last
updated February, 2003
Prospecting for New Customers?
Developing and creating new leads or prospects are ongoing
tasks and should be considered a continual, fundamental part
of every business. Because they are so pivotal in your company's
marketing efforts, a primer in prospecting is worth its weight
in gold.
Take some time and review the keys to prospecting
with everyone in your company (from administrative assistants
to managers). Working together, prospecting is more effective
and efficient; it is a team effort.
Market segments via the Internet
Look at the markets where your company is most successful. The internet is
a great tool to do some research and homework on companies to call.
Competitor sightings
Keep your eyes open for competitor sightings. If a van or vehicle from a competitor
is at a business, you know they are in need of the type of services you
provide. Place a call to the prospective company and ask if you may send
information to the correct person.
Networking
The number of community activities normally rises in the spring and summer
months. Become active in community programs and organizations; you will
be amazed at who you will meet. Other great networking opportunities include
participating in trade organizations and attending trade shows. Always
pass out business cards liberally.
Purchase Pre-qualified Lists
By purchasing a list, you can create a solid, qualified database of clients
that fit your niche. Just keep in mind, the competitor can purchase lists
too.
Referrals
Referrals are golden. When an existing customer refers you to someone it seals
your relationship and gives you an opportunity to build new customers.
Do not forget to build relationships with your existing customers. One
thing many forget to do is ASK FOR REFERRALS.
Make Your Brand Stand Out
A Trend ...Backyard Branding
"Sign up to win"..."Enter
your name to get a luxury trip"... or "Send
in your information to get a years worth of free groceries." Do
these promotions sound like something you'd want to sign-up for?
There are an endless supply of promotions, all with these types
of giveaways. However, how long will each promotion be remembered?
Will it have driving power at the cash register? When planning
promotions and marketing strategies, consider building brand loyalty
that will last.
There is a brand loyalty trend to watch that many
in the industry are calling, "Backyard Branding." This type
of marketing is creating branding via giveaways of products, logo
apparel and promotional items. The concept is basic and effective...
get the product and brand logo into the hands of the consumer. As
a consumer wears and utilizes the products or logo items they become "walking
billboards." The exposure and interaction with the company logo
or product lasts over a longer period of time. In addition, it also
turns into an "inferred referral." When Joe Smith wears a
soda pop jacket it promotes that soda pop product.
In the case of successful branding, there are actually
consumers BUYING apparel with specific company logos. For
example, Nike T-shirts, Tommy Hilfiger jeans and so on.
Consumers are smart and they appreciate value-added
items. Giving away branding items may be small but they add sales.
With a major promotion or giveaway, there is only one winner of the
major prize and most consumers hold the thought..."Really, what
are the odds of winning?" With "backyard branding," there
are many "winners" and the company logo gets great exposure
while building brand loyalty.
Jump onto the "backyard
branding" bandwagon
and get your company hats and promotional items into the hands of
your customers and potential customers... it's a win-win marketing
concept.
Steps to Stand Out
Competition is a reality in business. It enhances the economy. It
makes you better at what you do; honing skills improving products,
expanding or narrowing product line and peaking your creativity. It's
good for customers and it's good for business owners and managers.
In essence, competition is positive.
The million dollar question is... then how can anyone
compete effectively with competition?
The best way to compete is to differentiate yourself
- to stand out from your competition with the unique products, offers,
customer service and style you bring to the marketplace.
Be the First
Sometimes this can be done by being first. Xerox did it in copiers.
Kleenex did it in tissues. They're not generic names, but these
trademarked products
have become almost generic and they stand out because they were well
positioned.
For most, being the "first" is
not feasible. So what do you do? Target Your Unique Selling Points
First, you must know what your unique assets are. This takes some soul-searching.
It takes some thinking. What do you do best? What do you love doing? Where
have you received the most accolades? Are you faster, less expensive, more
responsive, cleaner, lighter, hipper? Are you friendlier or easier to do
business with?
Reinvent Yourself
Now is the time to reinvent yourselves to stand out. DECIDE what you want to
be known for. Be true to what you do best - be honest and if you cannot
find what you do best get outside input. This reinvention should really
be a discovery of your business values, reputation and qualities - things
that were always there but not promoted.
Communicate
Once you are clear on who you are and what you stand for, communicate your
unique selling points. Tell your story, tell it with precision, and tell
it often. The goal is to get other people telling your story.
Consistency
Besides having a clear vision, mission, and purpose, there's probably
nothing more important for you to do to compete effectively than to
differentiate
yourself and communicate consistently. Of course it must be done with substance,
commitment and truth. Get everyone concentrating on what's important; it
will resound throughout the organization and to the customers.
When you differeniate yourself you will be known
for what you want to be known for... and you'll have more
fun doing what you do best!
Trust the Trends in the New Year
The beginning of
a new year is the perfect time to bring your company into
a new
era of business. You make resolutions for yourself, so
don't forget to make resolutions that can help your company
grow in 2003!
This new year brings you an invitation to learn about current business
trends and transform potential into reality for your business.
The tracking of trends is an ongoing process. . .
you should try to read magazines and newspapers, and watch society
and your customers. Trends often emerge in inconspicuous ways.
They may start subtly. . . such as the trend of more people
working from
home (which is now a major part of business). . . but can grow
to pivot society's way of doing things. The important part
of tracking
trends is to use information to improve your business and better
cater to the needs of your customers.
According to futurist and author Faith Popcorn, Clanning
is a trend to watch. Clanning occurs when individuals join and
create groups of people that share common ideals, beliefs
and feelings.
Clanning is showing up via online groups, clubs, support groups
and so on (from quilters, cheerleaders, owners of Harleys
to swimming
enthusiasts. . . the list is endless and growing).
Some groups turn their collective energy into clout.
AARP is an established group that works to help their members
in legislation, discounts, support and more. The Single
Women's Alliance
Network (SWAN) has grown into a 40-million member group that
negotiates products and services at a discount for its
membership, based on
their extraordinary purchasing power.
Clanning is effecting business in many ways. . .
from buying trends and expectations, to power buying. Be aware
of your potential customers and find groups they may belong
to. Get
the pulse of a potential customer by reading general information
put out by a group they may belong to. Offering specials to a
group is a great benefit. Keep an eye out and think on
your feet. . . the trends can lead you to success.
