Kaye Marks |
Kaye Z. Marks is an avid writer and follower of developments in color printing industry and how these improvements can benefit small to medium-scale business. |
Kaye Marks
has written 38 articles for SB Informer. |
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The Basics of Small Business MarketingKaye Marks
June 18, 2008
You Are Not Selling Yourself
Contrary to popular belief,
customers do not buy products or services because they like the company
offering them. They buy products or services because they need them.
Therefore, the key to selling your product or service is not to
persuade the customer that you have a great company. Rather, the key is
to convince the customer that you can provide a product or service that
fills their need.
Many small businesses make the mistake of
designing their advertising efforts around their company. They dress up
the brochures with fancy color printing and words about how great their
company is, how long they have been in business and how many people,
they have working for them.
That approach does not work. Unless
you tell the customer how you are going to solve a problem that they
have – how you are going to fill a need – no amount of fancy words
about your company is going to make the sale.
First, Find Customers
What
does your company do? What product or service do you provide that fills
a need? Determine the answers to these questions, and then ask
yourself, “Who needs this product or service?” This is by far the most
important thing you will ever ask yourself regarding your business.
As
a small business, you cannot afford to market your product or service
to everyone. You must focus your efforts on only those customers who
have a need for what you provide. So, find ways to attract these
customers. In addition, make sure you get their contact information,
because chances are you will not make the sale on the first contact.
Follow Up
Once
you have identified your target customers and have begun collecting
their contact information, then the real marketing begins. You then
start communicating with your target customers – repeatedly. Ideally,
you want to contact each of your prospects at least 8 times. You can do
this in a variety of ways. You can send out postcards, direct letters,
brochures (with color printing) or any other cost effective way you
feel would be effective. The bottom line is to contact your prospects.
And to keep on contacting them.
Sometimes, Personal Contact is Necessary
If
you have made moderate progress with a prospect, but cannot seem to
close the deal, you may want to make contact that is more personal. A
personal email may be sufficient, or you may need to make a phone call.
Remember,
however, that you are not selling yourself. When you make personal
contact with a prospect, focus on filling their need. Convince them
that you can provide what they need, and you will make the deal. Do not
try to persuade them about how great your company is.
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