Tag Archives: Marketing

How quickly will you find your first five customers?

Posted on 12 January 2012 | Leave a comment

Today we have a another great guest post from Margaret Adams who is an expert in all aspects of business communications.  She started her career in the public sector but has gone on to run a successful business.  She is the author of The Solo Success Start-Up Guide. Find out more about her work at: www.margaretadams.co.uk and at www.solosuccess.co.uk.

Many people leaving employment to start their own businesses devote a lot of time and energy to the day-to-day of running their business.  Running the business, in the early days, includes: deciding on your offer, organising your website, ordering your stationery, sorting out your desktop printer and so on.

 

Quite a few people get so caught up with these tasks that they fail to spend sufficient time on bringing in revenue.  This is a mistake.

The most important task you can work on – until your order book is full or your practice has filled up – is the task of getting customers.

It takes twice as long . . .

You need to work hard to bring in business because it’s an activity that is often more difficult than new businesses think it’s going to be. The advice I was given about this when I started my business twenty years ago was:

“Always assume it will take you twice as long as you’ve planned – whatever it is.”

This was good advice then.  It’s good advice today. All sorts of issues get in the way of your efforts to bring in business.  The best thing you can do is to allocate a length of time to a task.  Then double it.   This approach will often turn a hopeful estimate into a realistic projection.

Why five customers?

If you can get one or two paying customers you might just be lucky.  Get a third customer and that could be a referral – or luck.  The fourth customer could a happy accident, too.

However, when you get to five customers there’s a good chance you’re doing something right.  It could also mean that you’re going to be good at selling.

Do you know who you’re looking for?

Spend some time thinking about your answer to this question.  If you’ve developed a good idea of the type of customer you’re looking for, then the chances are this will shorten the length of time it takes you to find them.

Why?

You’ll be looking for customers in the right places.  You’ll be looking for them in the places where they congregate.  You’ll recognise them when you see them or interact with them.  As a result you will ahead faster and bring in business faster, too.

Do you know why someone should buy from you?

Stand in the customer’s shoes as you think about your answer to this question.  Remember that the customer isn’t interested in you or your offer.  The customer wants to know how whatever it is you do will help him or her.

  • So, what’s special about you?
  • What’s different about you?
  • What’s better about your offer?
  • Why should a customer buy from you rather than from another supplier?

Knowing the answers to these questions will help you to get the customers you need.

As you try to find answers to these questions steer clear of differentiating yourself on the basis of time or price. There will always be someone who can do what you do faster than you can do it.  There will always be someone who can do what you do more cheaply than you can do it.

Therefore, find other ways of differentiating yourself, if you want to succeed.

What do the statistics say?

The statistics that are often quoted suggest it will take you between five and ten months to get your first five clients.

I believe this is a realistic projection.

It’s worth doing a bit of forward planning when you think about your timescales.

  1. What are the implications for your business if it takes you ten months to get your first five customers?
  2. Can your business survive if this happens?
  3. What can you do today to accelerate the process of getting business?

And now?

It’s taking action to find customers quickly that will help your business to survive, so as well as thinking about the inner workings of your business, spend more time and energy on sales issues – today.

 

Margaret Adams helps consultants, coaches and other service professionals to get more clients and to charge what they’re worth for what they deliver.  She is the author of The Solo Success Start-Up Guide. Find out more about her work at: www.margaretadams.co.uk and at www.solosuccess.co.uk

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What is it with Networking? How should I make those vital connections?

Posted on 7 February 2011 | 7 Comments

How many times have you heard the expression ‘It’s not what you know but who you know that counts!”?  Or perhaps you have heard references to the ‘Old Boy’s network’! Such a network is often blamed for an apparent high proportion of former pupils of public schools (usually male) in high status positions in government, business, and the professions. Networking has a long and somewhat chequered history.

I suppose for many of us in business, we can look back to the trade guilds for our inspiration and, of course, most of us have our professional and trade associations.  Networking has clearly stood the test of time!

At the moment there are a number of well publicised business networking organizations that create models of networking activity that allow the people to build new business relationships.  They are supposed to generate business opportunities at the same time.  So why, oh why, do I feel so uncomfortable when attending what are advertised as networking events.  I’ve thought about the issues and what would work for me and here are the rules I’m going to set myself in the future.

  1. Values – I will be true to myself and not behave at networking events differently to how I behave in the rest of my life.  I will be my usual pleasant self but I will not become an over- ebullient superwoman with a constant and somewhat inane smile on my face!  I will value the people I meet and listen to them, rather than simply seeking an opportunity to promote myself!
  2. Volume - I will attend fewer events that are focussed in my areas of interest.  I will work hard to contribute to them instead of ‘doing the rounds’ like a coach tripper ‘doing’ Europe in ten days – ‘Oh dear is it Venice today or did they say Vienna?’
  3. First View - Most people know by now that first impressions are very hard to undo!  I will show up looking as good as I can.  I usually turn up for work and social events that way anyway, so nothing too challenging there then.  Oh yes, in future, I will trot to the washroom when I arrive to check that the hair is still in place and that I don’t have froth, from the coffee I grabbed on the journey,  still on my bottom lip!
  4. 4. Verify/Research – I will do my best to research the event and who is likely to attend!  If I know who is going I can work out who I would like to meet.  This will save my feet and other people’s time! Meeting one or two like minded people is likely to be far more use than exchanging business cards like confetti and never following up – see below!
  5. Vision not version – I will share who I am and, if it is appropriate, my vision for the future and what I want to deliver.  I will not simply roll out a version of an advert for my services.  If I think I can add value, then I will say so!
  6. Vital – I will follow up! There is no point in spending time at networking events if you don’t actually follow up.  An entry in your contacts database is of limited use!  You need to reinforce your first meeting with something more substantial as a follow up.  Send the contact details you mentioned!  Find that book you referred to on Amazon and send the link.  If nothing else, send a thank-you note for their time and the interesting conversation.  Otherwise you are in danger of just becoming another name in what is probably a very long list!

So I am going to make a fresh start!  I shall be out there following valiantly my list above.  I hope I meet you on my travels in where was it?  Vienna, Venice, Oh Dear!

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WHY YOU NEED A SOCIAL MEDIA STRATEGY!

Posted on 2 December 2009 | 2 Comments

If you had any doubts about the value and potential of  using social media, check out 30 Interesting, Useless and Pointless Facts on Jeff Bulla’s blog at the following link!  Don’t be put off by the title!

You begin to understand why you can’t afford not to know to about Social Media whether you are in the public, private or community sectors!

Here is just one example and three facts!

Generation Y awareness of the Ford Fiesta before Ford started their social media program was 0%. It was 37% as of a month ago and stands at 58% at 3 December 2009.

25% of Ford’s marketing spend is on digital/social media!

Ford is the only US Auto company not to take a government grand!

Now you begin to see the possibilities now that using LinkedIn, Twitter and Facebook may bring?  We have some tips for developing a Social Media Strategy at this link

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10 PERSONAL BRANDING TIPS TO HELP IN YOUR JOB SEARCH

Posted on 7 May 2009 | Leave a comment

These tips will help you create and communicate a brand that will help employers choose you:  Remember you are the product, and the employer is the consumer. A clear and compelling career brand helps employers understand the benefits of your product and give you an advantage in the job market.

  1. Successful career brands weave together three A’s: Authentic image, Advantages, and Awareness. Project an image of your authentic self, focus on the advantages you offer in getting the job done, and make employers aware of those advantages.
    • Authentic Image: Your brand should be founded on authenticity. It should be about who you are, your work-life purpose and what you are committed to in life. As a starting point to develop your brand, brainstorm a list of all the things you are good at. Then identify your passion. Using your brainstormed list of what you’re good at, circle those items you are most passionate about. What is number one?
    • Advantages: Once you’ve identified your top pick, determine the advantages to that item. For instance, if you are good at resolving conflicts what could be the advantages to a new employer – greater cooperation among team members, which leads to enhanced productivity. List at least three distinct advantages for your brand.
    • Awareness: Internationally known consultant and author Alan Weiss, states that a brand is “an awareness factor.” Above all, look for opportunities to make the right people aware of your brand. Get on the radar screen. The best brand in the world is useless unless people are aware of it. Initiate an orchestrated campaign to “brandish” your brand. You can get your name out there by writing articles, speaking at association meetings, doing some voluntary work.
  2. Conduct some some analysis to determine what the market conditions are for your emerging brand. Is there a need for what you offer? Are companies hiring in that area? Are there competitors for what you want to do? If the answers to these questions are negative, consider fine-tuning your brand.
  3. Once you’ve determined your passionate competency and the market demand, begin to determine the best approach for positioning your brand. Think unique positioning. Are you the best at creating product marketing strategies, are you the first one to have mastered how to conduct electronic meetings for your work team, are you the most accomplished, award-winning sales professional in your company/industry?
  4. Branding can be accomplished through verbal and visual means. Verbal branding includes your sound bites and success stories, while visual branding is accomplished through your actions, attitude, and attire. Hone your product benefits into a short 3-Point Marketing Message that conveys your unique strengths. This message/elevator pitch should be a critical sound bite in your branding campaign.
  5. Create a statement on the benefits you bring to keep you focused in your search, help networking contacts know how to help you, and explain your value to interviewers. Align your statement with employer buying motivators, such as generating revenue, saving money, or solving a problem.
  6. Be prepared for the networking opportunities that abound, both internally and externally. Be ready with a sound bite that describes your unique brand. Mix and match your success stories and sound bites to create a comfortable yet compelling 2-Minute Introduction.
  7. Practice. You must be able to deliver your sound bites naturally, without appearing as though you’re reading a telemarketing script.
  8. Visual branding means you must look the part. Ask for wardrobe advice from someone who is successful and has a good sense of style. If uncertain about how to dress for a networking event or interview, err on the side of formality.
  9. Visual branding also means you must act the part. Candidly evaluate your mindset, beliefs, behaviors, and attitudes. Are these consistent with others in your field who have attained notable success?
  10. Find a person or two who will respectfully and selflessly support you in your commitment to shaping and enhancing your ideal image. A coach can be an ideal support person.

Branding will either contribute to or take away from the chemistry you want to create with employers. Remember to look for opportunities to deliver your brand. In doing so, you’ll bring value, benefits, and advantages to those you serve. Enjoy creating and communicating a clear and compelling brand!

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Posted in advice, change, Job Skills, Marketing, Personal Branding, Uncategorized, Unemployment, Work

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TAKING CONTROL OF BRAND ME

Posted on 29 April 2009 | Leave a comment

We’re all familiar with the need for marketing, advertising, PR and promotion of the brand of our company and our services, but what about us as the people behind the brand? Lesley Everett is an International Speaker and Personal Branding Expert and Coach.  Here are a couple of extracts from an article she wrote that appeared on line recntly.  You can find the complete article with 7 strides to improving your personal brand at the link below

“In today’s busy and time-limited world we often have to use intuition and gut-feel to make quick judgements, and the visual impression we give has a huge effect on the way others judge our inner values, such as professionalism, integrity, trust and credibility. In other words, our outer packaging gives others perceived clues as to our true character.”
“It’s about being yourself and individual, but having a strong personal brand is not just about what you wear – it’s about projecting a strong and consistent ‘personal brand’ image for yourself through the way you talk, the way you behave, your body talk and your sartorial and grooming skills, and then taking control of your visibility to manage your own PR   You could call it projecting a Brand Me image. “

Find IFAs and Financial Advisers at the financial social network : IFA Life -.

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