Do you adopt a “one size” marketing strategy?

Whatever your business, there’s sure to be more than one “type” of buyer for what you offer. If you adopt a “one-size fits all” marketing strategy you’re highly likely to be missing out on what might be meaningful business. Hunter wellies are a great example. Hailed as the country-folks' boots for decades, they suddenly realised that it’s not the wildest idea in the world for townies to wear them! They changed their colour range, showed townies in their products and saved their company. OK so they had the advantage of Kate Moss, knee high in mud at Glastonbury, but most businesses can pull in new markets by implementing only minor changes to their strategy.

Who do you test your ideas on?

Although life is full of ups and downs, we all have moments when we think we’re invincible! In business these moments can be extremely dangerous! Although it would be completely "off the wall" for most small businesses to spend thousands on research before launching an idea, it’s absolutely essential that you don’t invest your life savings on a hunch that you haven’t tested at all. Criticism is one of the hardest things to face, but objective, constructive criticism could save you an absolute fortune. Even if your business is up and running it’s worth re-testing your offering to see where improvements can be made. Ask people's opinion! At the end of the day, if people you respect can’t find any potential improvements in your offering, they’re probably being too polite – it might be time to find some new bods to test on!

Are you building a list?

Every time someone makes contact with your business, you know they’re a potential customer. They may not buy from you straight away but their contact means that what you’re offering has meant something to them at some point. This is really important. What’s even more important is that you retain their contact details (with their permission) and stay in touch with them. This way you can start to compile a list before you’ve even signed up a single deal! Build your list throughout the life of your business and use it to “launch” products/ideas/concepts or use it just to stay in touch. Once the list becomes wieldy you can separate it into groups. You’ll see, your list will be one of your most powerful assets!

Do you sell the sizzle?

A 16-valve, 2.5 litre turbo engine doesn’t mean a great deal to me! 0-60 mph in 13.36 seconds – wow that speaks! That’s selling the sizzle, not the sausage! Although the sizzle can sometimes be extremely difficult to identify, you simply won’t survive by relying on FEATURES to sell your business. A great way to turn features into benefits (or sizzles) is to add the phrase “which means that…” eg. a feature of cashmere socks is that they are made from the hair (hand plucked) from the under-belly of Himalayan goats – the benefit is that you won’t find a better or more luxurious way to keep your feet warm! Today’s a great day to revisit your sales communication and see if you’re selling the sizzle!

Solve your customers problems

Do you think of yourself as a sales-person? If you do, are you happy in that role, or does it make you feel like a square peg in a round hole? Many of the most successful sales people in the world, don’t think of themselves as sales people, they think of themselves as “problem-solvers”. As a marketing consultant, I can “sell” you the notion of marketing consultancy ‘til I’m blue in the face, but what you really want is more paying customers for your business. I give you more paying customers as a result of my marketing consulting skills and I’ve solved your problem. By identifying your potential customer’s problems, you’ll make your sales job not only more enjoyable, but 1000 times more successful.