A Personal Marketing Plan
Many small businesses are dependent on selling products and services to other businesses whose premises are within a short distance of their own operations. But geographic closeness doesn't necessarily help you get noticed - you can place an ad in the local paper, but they may never have the time to read it.
In this situation you need to think of an alternative channel for getting noticed and one of the best is Personal Marketing. Every meeting with another business owner can be turned into a free marketing opportunity. Here are some ways of using personal marketing.
Prospects are everywhere
Whenever you travel, attend a sporting event, go to a parents' night at your local school or even wait in line at a bank, it's possible there is a potential customer among the group. So always be willing to talk to people. You never know who you might be talking to. Naturally not everyone is going to be a potential customer but even if somebody isn't a prospect for your business, they may well know someone who is.
This doesn't mean pushing yourself onto anybody and everybody with a business card in your hand, but it does mean keeping a business ear tuned into the conversations you're having.
Develop your elevator speech
Prepare a little story about you and your business that's interesting and only takes a minute or less to go through. Most conversations eventually get into a " What sort of work do you do ?" phase and that's your chance to tell others a compelling story about your business.
Naturally you also have to show a real interest in the people you talk with and take the time to hear their story. Listen carefully and you'll always learn something. Ask additional questions if you think there's more to learn; some people only tell part of their story and wait until they're encouraged before they say anything else.
Help whenever you can
Helping others will always be a good way to help your own business. If your conversations indicate that you can be of some assistance to the person you're talking with, it's an opportunity to get to know them better and understand their needs. This extends to those you're already doing business with. You might have a solution to their biggest business problem and can make a friend for life!
Share your expertise
Whatever business you're in, you're an expert. Think about it. You know more about what you do in business than anybody else that isn't in the same business. If you can make up an interesting presentation about what you do and how it can benefit others, people will listen.
Contact local organizations and offer your services as a guest speaker. It's easiest to begin with any that you're already a member of and go from there. One or two practice sessions and you'll come across like a polished presenter. Then you can expand outwards to speaking in front of other groups, meeting lots of new people in the process.
When it clicks, personal marketing places you in a one-on-one situation with a prospective customer who shares many of the same concerns about running a business that you have. If you can be informative, interested and helpful, you'll find your business growing and possibly make new friends at the same time. |
