As a small business owner, I can 100% tell you, being in business is tough. Over the past month or so, it has become more apparent that our clients look to use for guidance, advice and general discussion on how to best grown their business. All of which has been part of our service since Kaizen’s inception. If even just a coffee and a chat about the next few months activities, the more I know about your business, the better advice I can give. Yet, I am definitely no expert in the field of marketing. make mistakes and gain knowledge. From this knowledge you’ll be able to come along for the ride and implement the tools we have to grow our businesses together.
We’re very fortunate that as businesses in the 21st Century, we have tools our older counterparts couldn’t dream of. Can you imagine sending a letter and waiting 3 days for a response? For every transaction? Me neither. We live in a world where email makes us accessible 24/7, everyday of the year. The internet makes us mobile too. I’m writing this post from the hills of Co.Donegal and while I have no phone line, little mobile signal and am generally cut off from civilisation, with a quick trip into the village for a coffee, I’ll be able to upload the content an publish it live.
Our customers can now choose to interact with our businesses through the magical world of social media and by doing so they give us information about their purchasing habits, their demographic and their favour or not with the brand at that current time. We live in a world where information is at our finger tips, yet for the most part we choose to ignore what is right in front of us.
Today we’re going to get new business by answering four simple questions. Questions you already know the answer to.
[b]Who are our customers?[/b]
Broadly speaking, my customers are business people, entrepreneurs, marketers, students, office admins and pretty much anyone who needs print for business, education or personal use. Who are yours? Ask yourself that and write out a little list of those who shopped /worked with you in the last month.
[b]How did they find your business?[/b]
Referrals, repeat custom, ‘the internet’, flyer printing, TV advertising, social media tenders or any other sales channel. Write them down again. Easy isn’t it?
[b]What did they buy?[/b]
Products or services, write them down. Even if its a broad area of many things, take a creative licence here and pick an area for development. For Kaizen it includes: design services, website creation, flyer printing, roller banners, taxi wraps, posters, social media graphics. Many things across the month.
[b]Why did they buy it from you?[/b]
We sell posters to conference attendees last minute due to our convenient location near Queens Medical building. Our design services are sold, because we have some of the most talented designers in Belfast, our roller banners are of a better quality than the industry standard. Our marketing engaged a client via social media, they liked us and bought from us. These are real world examples from Kaizen Print
Run through the questions a handful of times and come up with a list of answers to the questions. Give, say 10 examples of the answers a review and ask yourself this question. If I was to only look after 2 of these clients and their projects for the rest of my working life, which would they be?
For example, do you have a particular product or service with greater profit margins, that interests you more. The type of client is easy to work with, due to efficiency, creativity or doesn’t question price when quality is required?
Essentially what we are trying to do here is find your ideal client, ideal job and focus on attaining more of them.
[b]A Kaizen Example[/b]
Over the past while, we have achieved a great reputation for launching and relaunching brands within the food service industry. In the past year we have branded 18 restaurants around Ireland and 1 in China. The clients love our style and the majority of them have been referred to us by other members of the trade. The restauranteurs when creating their brand with Kaizen, look to us for advice on many other facets of their business and as such we reintegrated throughout their marketing from the very inception of the brand.
From this information how do we get more business?
Great service sells. First and foremost our work would have to be good to get referrals. But we can capitalise on this by asking our clients to recommend us to others. I do this on a daily basis and ask if we have done a good turn for you, or our work has went beyond your expectations that you tell someone else. It works!
If I wanted to aggressively market this trade, I would speak to the trade associations, the magazines within it and publish press releases to market my customers rebrands and our work. As a reader of this blog, you will be familiar with my cross promotion strategy. I feature our client work on a regular basis. Not only does it give new ideas to businesses, but helps generate aware for our customers None of us have infinite marketing budgets, so working together we are in a great opportunity to combine our strengths.
I would tell social media of the work we have done. As your online presence grows so does the opportunity to capitalise on your marketing. Write a blog post like this, share it online and ask your friends, family and customers to do the same. Each action you take mounts up.
Run through the questions and answer each in a scenario type process like I have done above. it makes it 100% easier to visualise the steps of generating another sale. Once you do this a couple of times, it becomes second natures and you do the process on autopilot.
If you want to chat through any ideas or run through the scenarios with me, post a message below and we can chat through this as a group. Over the next little while we’re going to run a Google Hangout to chat through some ideas and generate some new ones for each other.