Marketing for small businesses - Part one

When you are starting up in business and worrying about how to make the payments for your overheads marketing can seem a world away from reality but it is something we all do every day in business.

Selling yourself and your products or services to customers is marketing; networking is marketing; chatting on the phone about your business to friends is marketing and lastly and most importantly listening to your customers is marketing. Unless you know what your customers think about you it is impossible to improve your product or service in a constructive way.

Good customer service and great impressions of your products and services are at the centre of good marketing.

So how do you start out?

1. Think about how you currently market your business. You need to know what you already do which is marketing and also consider your financial health, current clients, potential clients, competition, referral sources, staff and time. When you know all these things you can think about what you are doing well and what needs to change in order to make things better. A SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis is very helpful here.

2. Consider your long term goals - what do you really want from your business? How much money do you want to make, how many hours a week do you want to work, what types of clients do you want and how large do you want your business to be? You may also consider whether or not you want more staff or if you want a national or a local reach.

3. Create a plan for each of your goals and more importantly a call to action. What are you actually going to do to achieve the business you envisage?

4. Consider your marketing tools - what do you do already to market yourself and what could you do? Can you conduct a survey of customers for example using something like Survey Monkey which is free and easy to use? Should you concentrate on emails, social media, leaflets or face to face networking? Can you utilise your local press or write articles for the paper or a magazine? There are a myriad of things you can do to increase both customer satisfaction and to extend your customer base which are neither costly nor involve outside help.

5. Dont forget that marketing is the means to building the business you want but not the end. Ultimately you want to build a sustainable business or grow a business to sell on. Do not spend time, money  and energy on something if it does not progress you towards your goals and dont be sucked into doing the same thing everyone else is. Dont be afraid to be unique and to be yourself after all your business is about you.

So before you consider which tools you are going to use and how to get ahead with your business do some of the hard thinking yourself and answer some of the questions here.

What is an elevator pitch?

An elevator pitch sounds a little silly but is a really useful tool.

An elevator pitch is an overview of an idea for a product, service, or project. The name reflects the fact that it can be delivered in the time span of an elevator ride ( for example 30 seconds or 100 - 150 words). Wikipedia

Do you have something short and succinct ready and prepared for when you are networking or phoning a client? Are you satisfied with it? If you are not quite clear what you are really about or what your business does for others how can people understand what your business does?

For some businesses it is easy, I sell mid century furniture and am the only retailer in the North West, is pretty clear. The client knows not to ask you for a Victorian Chaise Longue.

For others it can be confusing especially when starting out and not entirely sure of the concept. So people do get in a muddle and leave the person they are talking to a little confused. This is particularly hard at a networking meeting where the purpose is to make contacts which are useful or inspiring.

In developing an elevator pitch consider some of the following:

1. What do you most want the listener to remember about you? Are you the cheapest, best, certified, approved? Do you have an award? Are you the newest or the only one on the market? Consider any of the above and more. 


2. How can you add value to your listener? Think about why someone would buy your product, your key results or the impact of your services. What will be their return on any investment they make with you or your product? Don't stretch the truth here or make vast claims, you want to be credible. 


3. Your unique selling point. How are you different from others in the market? What do you give which is better or has a unique benefit to your listener? Are you different to any other product or service and in what way? Think about the conceptual aspect of what you are saying and concentrate on bringing that to life. 


4. What is it you want from your listener? Are you there to sell? What are your immediate goals? What is the time frame for the conversation? Your listener should understand what it is you want and how to take the conversation forward. Remember this is the start fo the conversation.


Finally practice your pitch out loud and make sure it is refined where needed. Time it and get feedback from friends, family or a mentor. Make sure that people understand it and that you are clear. Write it down and analyse it, consider any repetition and the word count, look for jargon and make sure you are really clear.

Here is an example:

SalesLogix is a software company and has developed a Customer Relationship Management (CRM) system that is both easier to use and more powerful than existing solutions like Act and Siebel.

Existing CRM solutions fall into one of two categories. On the one hand, you have Contact managers like Act that salespeople love but that do not allow people to share information across a large organization. On the other hand you have high-end CRM systems like Siebel that scale to support the needs of hundreds or thousands of users but that salespeople refuse to use. The result is that too many organizations are unable to...

Coordinate their sales and customer service teams 

Obtain a holistic picture of the customer 

Maximize the revenue gained from each customer

In contrast, SalesLogix delivers the best of both worlds...

The affordability and ease of use of a contact manager The scalability, database synchronization, and reporting capabilities of a high-end CRM system

The SalesLogix team has over 75 years of combined experience in the industry and is led by Pat Sullivan, the co-founder and former CEO of Contact Software International, the original developer of Act.

SalesLogix is seeking $5 million to finance the continued development and marketing of SalesLogix 1.0, which is scheduled to be released in April 1997.

This could be subbed down into one sentence for certain occasions:

SalesLogix is a software company and has developed a Customer Relationship Management (CRM) system that is both easier to use and more powerful than existing solutions like Act and Siebel. 

Then to a tagline:

SalesLogix is the first true CRM solution that's as easy to use as Act. 


Many thanks to Chris O'Leary and his great book Elevator Pitch Essentials.

Towards Sales Excellence

The topic of our next get fit for business is Sales Excellence and it seems a good thing to prepare people for it by raising a few questions about sales and setting the scene.

I suspect that driving sales is key to most business people at any time but it becomes even more important in a recession and when markets seem to be dwindling in some sectors. For many businesses who have relied on the public sector this is a time to take stock and go after sales in new markets.

Farming is a really good example of this where farmers in the 90's in particular were struggling and converted barns into bunk barns and cottages into rentals. There was a growth in farming scarce breeds and organic farming and anything which managed to bring in new markets and diversify was tried. Many of those farmers were extremely successful.

Another interesting area is the growth of coffee franchises in this country. There was a time when coffee was not our drink of choice and ordering a skinny latte, extra shot, extra hot with hazelnut would have been unthinkable. I know several people who said that coffee bars similar  to those in the US would not work in tea drinking Britain; yes they were wrong and probably missed a trick. Those who decided to go for it have been extremely successful.

Moving on to sales I am particularly uncomfortable with cold calling and would welcome any tips or help with it. I have read articles that say it is dead in any case but now there is something called warm calling where you research the area you are calling and the market and make sure you have done your homework first. This appeals to me because it means you are not following a script per se but you do know what you are talking about and who you are talking to. Understand your clients need for change and dissatisfaction with the status quo. Get people to buy something they really need.

The goal of all marketing is sales and one of the key thing in sales is to be hungry and confident. Confidence comes from excellent knowledge of your product or service. I dont like impatience in a sales person and certainly that is one of the things that puts many off. Sometimes customers just dont get it and patience is needed. A great example of this recently was when a friend of mine took her 80 year old mother to buy a computer in an apple shop. Although it took ages and a number of products were explored eventually she came out with something she could use and which was ready for her to plug in and go.

Ultimately we are all sales people and whenever we think there is a mystique around sales it is good to remember that. Every day we sell something to someone in terms of influencing them, getting change to happen or even creating understanding of goals and strategy in a company. Yet sales can still seem difficult and worrying and if you are like me then there are areas where you need help or can do with some more inspiration.

John Finlay of Onward Consultancy will be running a whole day for us on Sales Excellence at CBPartners on the 10th November and there are only two spaces left. He will introduce you to a 6 step sales process than can be adopted by any customer facing business to build value into long term client relationships. The day will cover all the key elements of sales, including  how to  convert telephone calls into appointments and appointments into sales opportunities, turning those  objections into orders  and negotiating to get the best deal for your business and the customer.


Contact us on 01254 505050