You're in business, yes? What do you do to get the word out? Let people know what you have to sell? Do you know that there's a need (or a want) for what you spend your time on? When you started, you were passionate about what you were going to do. But, did you check and make sure that there was a market for it? Or were you so excited to get started that you just jumped in with both feet?
There is so much that we should know in order to make our businesses successful, but by the time we stop, take a breath and look around, we may already be discouraged, frustrated and ready to close up shop. There are reasons why businesses don't succeed -- and often those reasons aren't first and foremost money (although they lead to money).
Working ON your business is the most important thing that you can do to ensure success. You have to know what it is you're selling and whether or not there are potential customers for your product and service. When asked "What do you do?" Do you answer I'm a widget provider? Or do you tell them that you provide quality American made products that create the best and tightest holding widget so that you don't have to worry about your thingamajiggie falling apart when your child is swinging (just an example you know -- LOL). People buy value and benefits (they either want to reduce a negative fear related -- child falling -- or they want to increase a positive pleasure -- keeping up with and surpassing the Jones. When you can appeal to those values, people will buy.
It's also important that you know who is your potential customer. Using an example of an archer (or a dart throwing champion), when you shoot your arrow with your eyes closed, the projectile can land anywhere all over the place. However, when you focus on the bullseye and you aim directly for the center, you are much more apt to hit the target. What does that have to do with customers? If you don't know where to aim you're going to be all over the place and you'll waste time, effort and money trying to connect with customers. Yet, if you know that the ideal customer is someone age 25, male, and unmarried (for instance) you know that it would be a waste of time advertising in a bridal magazine. Right? By narrowing down your area you actually are increasing your ability to connect with the perfect client.
So, okay. You know what value you provide. You know who you provide it to. Now what? Do you say, I have my business cards. I have my email and Facebook pages. I'm open for business. Whoohoo? Or do you sit down and create strategies to get your name and the value out there to those wonderful paying customers that are waiting to know you exist?
Did you know that direct mail and email marketing are still very good options for obtaining and maintaining client relationships? No longer are we in the age of cold sales calling, but the world is looking to connect through relationships and long-term collaborations. If you are impatient you better buckle up it's going to be a bumpy ride. Yet, if you understand that the creation of raving fans far outweighs a quick buy (perhaps never to be seen again), or someone who asks a million questions, you think you have a sale and THEN you never hear from them again, you turn your sights onto learning what a customer wants, and how to be part of their lives so that they learn to know, Like and TRUST you with their business and their money.
By creating strategies and plans to become part of your potential and current customers thoughts (through email, through sending them newsletters, or linking up with them through social media -- sending them items they want to know about, creating white papers and videos, all the different ways that you can interact with them by giving them things they want, you become their go-to person when they need what you offer. Time consuming, yes, it can be. But it is so worthwhile when you ask a new customer where they heard of you and they tell you "Your client XXX referred me. He told me you were THE best."
This is not brain surgery here, but all too often we get so mired down in doing the work of the business that we don't take the time to truly understand the underlying need to know about things like marketing whys and hows, social media, keeping employees happy and productive, the budget and why we must know our figures. All of these are so important, yet often get put aside so that we can hope for work coming in our doors.
I highly recommend that you take time on a regular basis -- a day a week, two hours a day, or whatever makes sense to you -- to figure out all this stuff and to stay tuned to others who can help you. Read, listen, network, go to conferences, join training programs...not only will you stay current, but you'll meet others who are dealing with things too. You'll learn new ways or ways you hadn't thought about for awhile. You might find new customers, vendors, collaborators and partners. Yes, it's taking time out of your BUSY-ness, but it's adding an immense amount of meat and potatoes to your business diet and will only help you grow.
