Below are a collection of articles on marketing from our weekly Business Owner Insights.
Last week we discussed the need to give your business a checkup heading into the 4th quarter and identified three key places to start: Business Goals and Performance Indicators, Next Steps, and Meeting with your Accountant. You may realize by now that these initial checks were just the tip of the iceberg. With a fresh perspective on the original goals that were set for the business, now is a natural time to look at other areas of the business to ensure that they are feeding the overall health of the business.
This month we've challenged you to work on creating a three month rolling prospect plan for your business. We've looked at the elements needed to create a prospecting plan and the resources you need to pull together for your team. This week we've got a few more tips to implementing your prospecting plan, but the most important step is to get started. Here are a few tips to get your business started:
Quote: Take more chances than you dare. You'll make more sales than you expect. That's the formula. - Jeffrey Gitomer
Question: What chances are you taking in your prospecting?
Last week we discussed the importance of having a rolling three month prospecting plan. You might be tempted to jump right in and start your plan, but we've found it's helpful to first take a look at your resources. Having your resources in place will allow your prospecting plan to come together with ease and ensure that it is implemented and consistent.
Prospecting has a huge impact on any business. The problem in many businesses is that prospecting is not done consistently and is often done as a last moment reaction to a problem. A business realizes it needs more cash flow or sales to meet its goals and suddenly there is a mad dash to prospect. Unfortunately, most businesses prospecting activities don't go from Zero to Sixty easily. It's a process of building trust, feeding information, and slowly building a relationship that takes time.
This month we have been looking at planning and executing a successful marketing plan for a booth at an event or expo. We've followed Jon's story and have discussed the action that will help to mitigate those same results. You are not done yet. The event isn't truly over until you capture the gathered information and follow up on your promotional promise. Ideally, you will have already planned out how to ensure you finish the event strong!
Jon’s planning for the event should not have stopped at pre-event activities. To be comfortable with the portrait Jon was painting of his business, Jon should have planned what would happen during the event. Granted, not every possibility can be planned for but Jon could have planned for what he has control over. This includes the Message, the Staff, and the Game.
The stage before an event is all about painting a picture. What is the purpose behind your company's involvement in the event? What is it that your company hopes to gain? It could be exposure to other suppliers, lead generation for your product or service, or it could be that having a presence at the event is worth more and does far less damage than not showing up at all. All are viable results. Are they your desired results? Your desired results should include:
Looking for an efficient way to advertise to clients when they are in your office/store? A great tip is to use a digital picture frame or even a TV that displays promotional materials for your business. Consider using a variety of slides that showcase: