6 Things to Re-Generate Our Business Now
It seems lately we are hearing some promising, albeit limiting
news about our economic situation. Whether that's true or not we still have to
move ahead. This is a wonderful opportunity to do things differently. Take a
real look at your business model. Are you doing things the same as you had
always done them? Are you selling the same way, prospecting the same way,
proposing business the same way?
Something's got to give. The opportunity we have to take
advantage of this 'new normal' is exciting. Don't let your fear of the future
hinder what you could be doing now to really make some positive changes in your
business. I have laid out six things I think will help you get focused and be
creative.
1) Look inside first. Focus on what you have. Look at your
customer base. Today is the perfect opportunity to find additional value you
can bring to the relationship. By additional value, I don't mean discounting or
new products and services. What I do mean is actually see what you can do for
them outside of the client/provider relationship. For example, if a customer
needs a service outside the realm of your expertise, offer a recommendation. If
you learn that a partner on a construction project is looking for a bookkeeper,
ask around to see if you know someone. If there is a particular person in the
community you think your customer should know, set up a lunch for the three of
you. Think outside of the normal business interactions. Reach out and see what
you can do besides your own services.
2) Analyze what you have. Organize your
customers, preferably by the type and volume of work they represent. Look at
what each needs, what type of service is growing, which is down. How? Survey
them. There are great services out there like 'Survey Monkey.' They can set up
a very powerful, professional survey to help you do this analysis. Trends will
come to the surface if you look for them. For instance, when times were good,
customers did not hesitate to make a larger purchase if necessary. Once you
have recognized key trends, address your products and services accordingly.
3) Get creative in your marketing. Look at new ways to market your business.
If traditional advertising is out of your budget, most print advertisers have
online options. This is a great way to keep in front of your demographic of
customers and keep some consistency in your advertising and your message. I
worry about people that decide to pull advertising all together. What message
is that sending?
4) Build Strategic Alliances. Look at associated businesses to yours. For
example, if you are a general contractor, consider forming relationships with
members of related trades, homebuilders, wholesalers, etc.. This also could
apply to business people with whom you have a relationship, such as your
attorney, CPA, etc. Once you have identified key people, make a plan to get
together to share what you are really looking for and see how you can help each
other. Now more than ever getting referrals is huge. There is business out
there if you just look harder to find it. That means asking others for
introductions and providing some introductions yourself.
5) Networking. I am a
big fan of networking through your local organizations, including your chamber
of commerce, trade organizations, volunteering for a charity and of course a
big trend is networking groups like BNI (Business Networking Int'l) which is
the largest worldwide with chapters in every city.
You have two things available to you: time and money. Money
being tight, time is what you have - so use it! Even as things look up, let's
look at our pocketbooks more carefully so get out there and network!
6) Social Networking. It's not just for socializing anymore! Join
Twitter, LinkedIn, Facebook or any others that are out there. By now most of
you have at least put your toe in the water in these areas. A few tips. I don't
care if it is a 'social' network; everything is public so act accordingly. Set
a goal of what you will be putting out there and how often. People love
information they can use. Don't use these sites for direct selling! That's a
no- no.
As you can see there are so many opportunities to develop
business today much more creatively then in the past. The more creative, often
the less expensive!
Greta Schulz is president of Schulz Business SELLutions in West
Palm Beach, Florida. She is the best selling author of "To Sell is Not to Sell".
Greta does corporate training for fortune 1000 companies and she has an on-line
training course for entrepreneurs. For more sales tips go to: http://www.schulzbusiness.com
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