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A fellow business owner I know was at the end of his rope. Work had
dried up. Nothing was coming in. He was living on what little savings he had left. He had let go his 12 employees
because he just didn't have the work to keep them busy. And he was hanging on by a fingernail, scraping by with odd
jobs he would have easily passed up a year ago. His business was a hollow shell of what it use to be. And chances
are it wouldn't even be that soon.
Many businesses have suffered a slow and painful death. Sometimes because we hang on too long instead of just
letting go. But most often they suffer from a lack of proper marketing. Business' in general have had it good for
so long that most business owners know nothing about how to actually market their business. Like the proverb says
"For lack of knowledge my people perish".
Business Boosting Secret #1
Test everything. If you can't test it and measure the results, then don't do it. That's the definition of
marketing: test, measure, do what works best, and repeat.
Marketing is the scientific approach to building your. It's no wonder a Marketing professional can help you be
more successful. There's no guesswork involved. A marketing professional will systematically test different aspects
of your business, measure the results, do what works best for your business, and repeat the process again, and
again, and again.
Marketing is like guaranteed success.
The key to avoiding business death is to effectively market your business. Even in a down economy there are
always people looking for the products or services you provide. While your competition is struggling to make it by
(like the majority of business owners are), you can rest comfortably knowing that you have systems in place to be
more effective, making more sales, picking up your competitors key clients and employees as they fail, thereby
making you more successful increasing your market share.
Business Boosting Secret #2
You need to be actively seeking referrals, asking clients, asking former clients, and letting everyone
know you want referrals. I already told you marketing is the scientific approach to building your
business. One of the greatest marketing tools for the business owner is referrals.
You might be saying "My business is about to go under! I can't wait for referrals!" That's right-
you can't wait. That's why you need to start asking clients NOW. I had one business advisor tell me that
a new business should be marketing at least 4 days a week. Are you?
According to statistics I've seen, something like 65%-90% of businesses live on referrals... and about 80% of
clients will never give you a referral if you don't ask. Now is the time to start asking. The best thing to do is
start asking and then create referral business systems for your company. You'll want to consider:
- referral rewards programs,
- how you ask for referrals,
- who you ask for referrals,
- company networking,
- lead generation and follow up strategy
- allowing customers to know up front that you expect referrals
You need a Referral Machine in place to make clients your marketing face and sales force.
Business Boosting Secret #3
Never compete on price. You might be living on peanut butter and bologna... but many businesses have gone out of
business because they make this one critical mistake.
Someone else is always ready to go out of business faster than you. Iif you just compete on price, eventually
you'll be paying your customers to do business with you. When clients or customers realize you bring real value,
they'll buy - and you'll stay in business.
BONUS Business Boosting Secret #4
Always over deliver. Amaze them with the massive value you
bring.
People are interested in what they can get. Give them a good deal and when they agree,
make sure to add some more on top. It's like icing on the cake or the extra cherries on your ice
cream.
If you are an auto dealership, how about sending a huge balloon bouquet thank you to a
client a few days after the sale.
If you are an electrical contractor, offer $100 off service coupons to your clients to
hand out.
If you are a window washing company, try supplying your clients with referral postcards
after a great job has been done.
If you are a lawn care company, try sending a handwritten note with a lottery ticket to
your client. Not all clients are into gambling, but I don't know any who would pass up a chance at winning some
extra cash.
If you are a remodeling contractor - how about offering a FREE open house party for your
client. Offer your marketing materials at the event and you may end up with new clients from
it.
If you are an Independent professional, like a Doctor, Dentist, Law Firm, Accounting Firm,
Business coach, Insurance specialist, etc, try offering a seminar on a hot topic. You can even send out free
tickets to the event. At the event, offer sign ups to a special networking luncheon.
These are just some of the MANY ways you can overdeliver. Be creative and think of
ways you can regularly overdeliver for your clients.
And if you ever get stumped CONTACT ME - I'm always looking for new clients and I'd
love to you help grow your business.
Here's to your Business Boosting Success... and your
marketing.
...Back to the Marketing
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