 10 steps to a better '___' business
And now the rest of the story...
4. Promote your delivery timelines and other uniquenesses:
Do you have something special or unique you do in relation to how quickly you can respond, a service, or deliver on a request? Is there a way to capitalize on something you do and do consistently well? Remember the Domino's Pizza lesson in revamping the Pizza delivery concept.
Tips for speakers and trainers might include: Are you available to fill-in for a speaker who cannot make it? Can you market to your local convention market on this basis? Might not be a bad idea to become known to the local convention market and hotels with convention space. They often get asked for referrals! And if they know you, they might just promote you!
Can your business offer back up or fill-in services to a specific client base? Might be a way to get your toe in the door and demonstrate first-hand what you deliver.
5. Co-promote with strategic alliances:
Our global enconomy is getting more competitive on an hourly basis. If they don't know you, how will they find you? And how will they know to hire you? This is a challenge that faces every type of business professional, in that they must find an effective way to get through the overload of 'messages' bombarding their potential clients, tell their stories, and entice or inspire them to make contact.
Working together is a tool that is under-utilized. One interesting observation is seeing former competitors joining forces to co-promote where previously they would not have even said good morning. It works!
This can be a very effective tool as you get to know other professionals in your field and what they offer. As speakers, I have found that speakers promote speakers and have had specific referrals that have turned into speaking engagements. Who in your industry might promote you?
I've also had the privilege of being able to do the same for fellow speakers within the Canadian Association of Professional Speakers and the National Speakers Association, and do gladly when I know they will do a good job for the client. Again, it is a matter of referral based on their demonstrated professionalism in the field. On a simply accounting point of view, it makes promotional work feasible as well. Speakers work together to produce co-op newsletters, Web-sites, advertisements in Meeting Planner Guides, brochures, boot camps, and anthologies all of which can be a nice augment to your product offering as well.
Who can you partner with, in your specific arena or field, to capture or create new contacts, clients and markets? A new idea would be to work together with other business owners for a CD-Rom business card or resource program that can be used by each one.
6. Sell an inexpensive introductory product:
If you are in a position that you have a product line, make it easy for people to start dealing with you. Find something that they will enjoy using and get them on your client list. Perhaps you can also offer something for free or nominal cost to get them hooked? Perhaps even a free subscription to our newly redesigned Ideas@Work! e-zine.
7. Use business discussion and news groups:
These internet based groups are a source of business research and, if you are careful, a source of subtle self promotion and awareness. A word of caution here, don't be overtly commercial as it will backfire on you big time! These can be productive if you invest your time and focus on being a value-added part in what they are doing. Let them know who you are, but don't be commercial in your postings.
8. Personalize with your picture:
People like to deal with real people. Even if your business is internet based, they like to know that there is a real person or persons behind the product or service they acquire from you. Include pictures of your staff and don't be afraid to show them your human side too. You'll notice I have a picture or two on this e-zine. After all, I am simply sharing some ideas with my friends, readers and audience members...why not remind them who is sharing?
As speakers and trainers especially, we are in the personal services business. Make sure it is a current picture and that it shows you smiling. After all, they want to be able to recognize you when you walk off that plane.
Personalize your business - you'll be glad you did! This helps in any business as it creates a visual impression of a real person - in our global ecomony this can be an edge! It also builds bridges and creates a bond between client and provider...and that can sometimes be the most valuable link in the world.
9. Up-sell to all of your clients ...add on, premium, extras, related items:
This is one of the three success secrets of generating additional business and increasing your bottom line. Design what you offer so you can provide a choice of at least three levels: good, better, best and then offer it to each client.
Don't be afraid to ask for the order or the upgrade .remember a simple.'would you like fries with that?" has made MacDonald's very profitable. Look for ways to add other items to your product or service mix that will be a benefit to your clients. Can you offer consulting, facilitation, team training, executive debriefing sessions, panel moderation, company spokesmanship or multiple sessions that save your clients additional airfare and expenses? If so, then offer them!
10. Bonus - Ask for referrals:
Here is the business building secret of superstars in sales and in every field of business. "Who else do you know that would benefit or be interested in what I offer?" Why is we often work dilligently to get their business and then, after we have knocked their socks off with our superb execution, we fall short of asking them to share us with those they know and care about? Ask, and ye shall receive!
Bob 'Idea Man' Hooey's articles may be copied or used for non-profit purposes, without the consent of the author, subject to the following being included: "© Copyright 2005 Bob 'Idea Man' Hooey www.ideaman.net All rights Reserved. Used with permission of the author, from 'Ideas@Work! - Strategies for Success, an electronic newsletter." Visit: www.businesssuccess.ca for more information and articles.
All contents Copyright © 2005, Bob 'Idea Man' Hooey, www.ideaman.net except where otherwise indicated. All rights reserved worldwide. Duplication or reprints only with express permission or approved credits as indicated in the above paragraph.
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