More tips for finding your best customers
I’ve never been one to just stand around — I’m a man of action! I know from experience that you can always count on small and mid-sized businesses to make things happen, too. With our economy showing signs of improvement, SMBs are expected to lead the national recovery and get Americans back to work. MySalesHero.com is here to help. Last week I offered tips on finding and reaching new customers — the first step for successful marketing. I’d like to add a few more ideas for generating quality sales leads for your business.
Timing is everything. This is especially true for superheroes, but also works for business. I mentioned last week that yesterday’s best customer may not be today’s. When major factors like seasons and the economy change, the definition of a “best” customer can also change. For example, if you’re a building contractor your marketing efforts are more successful when you take into account that homeowners favor remodeling their kitchens and bathrooms in the winter, while they prefer replacing windows during warmer seasons. Be sure to anticipate needs where possible and maintain your relationships throughout the year to stay top of mind.
Think about presentation last. If you don’t know your best customers, what you want to offer them and the best time to make the offer, the most beautiful marketing materials won’t guarantee success. But if you’ve figured out all of these things beforehand, a well-designed marketing piece will be the icing on the cake. That said, don’t overdo it with design. Make your offer and the main benefits to your customer clearly found and expressed in the copy.
Rinse, lather, repeat. Don’t forget to test and retest your marketing campaign. Test it with a small batch of prospects, then examine the results, tweak the approach and retest it.
Don’t lose customers before you have them. Once you send a well-targeted direct mail piece, you can expect the phone to ring and more traffic to your store(s). Are you ready for it? The absolute worst thing a business can do is not respond in a timely fashion to inquiries from fresh sales prospects. Make sure you have an informative website; this is beyond “table stakes” – it’s a potential small business killer. Have a mechanism in place, both online and off, to respond to inquiries within a 24-hour period. For example, if you and your staff are unavailable during the day taking care of a job – have your business phone line forwarded to your cell phone. You’ll look like a real superhero if you’re ready to respond in a flash!
Be the expert. One of the best ways to attract and retain customers long term is to be seen as an “expert” in matters related to your business. Join local business organizations, contribute articles in trade publications and distribute a regular newsletter for partners, customers and prospects. If you enjoy speaking, there are opportunities at your local industry associations. And don’t shy away from providing commentary to the local media on topics related to your business. This can all help to identify and solidify sales leads and drive word-of-mouth recommendations.
Most importantly, get started immediately. The business rebound appears to be picking up. Listen to your superhero — there’s no time to lose!
For more free marketing tips and special offers, sign up for the MySalesTips newsletter. You’ll also find me on Facebook, Twitter and YouTube, sharing ideas with other business owners and marketing professionals.
