Free daily tips, info, advice, and ideas, with
examples from real businesses
Small shops and stores have opportunities not available to other small businesses. It's the window on the street.
Dressed up windows get attention. Drivers slow down when a decorated window catches their attention. Strollers on the sidewalk stop, look, and come inside. But window dressing is much more these days.
Example: Greta runs an upscale consignment shop specializing in "gently worn" women's fashions. Consignments come from professionals, executives, and women in the entertainment field. Dresses, gowns, outfits, coats, boots, handbags, jewelry and other accessories fill her shop. Greta changes her shop's window at least twice each week. She takes pictures of her window, including closeups showing detail and labels, and posts them on Facebook daily. She does no other advertising, but her windows and Facebook postings draw people from three states. The word is passed around and referrals come in. Items that don't sell within two weeks are donated to local charities. It's a fast-moving, high end operation. And the window is the focus.
Example: Lisa runs an upscale gift shop. She offers handmade items from artists and artisans. She changes her shop's windows once each week, highlighting new items. The streets of this small town are full of window shoppers--coming here for holidays, town events, and just to get away from the big cities where they live and work. They have disposable income and Lisa's window dressings pull them into her shop. They browse through pottery and glass items, small furniture and turned wood sculptures, jewelry and fiber art, and hundreds of other items. Frequently, Lisa clears out one window and invites an artist to set up an easel and create a painting--it always draws a crowd. Pictures go up on Facebook, Instagram, Pinterest and other social media.
A shop's windows can provide the marketing focus for a small business. Yes, it's extra work, but what else are you going to do while you wait for the customers to arrive?
Even in this new age of social media, people still love to window shop. Many years ago, I frequented a small restaurant in Manhattan's SOHO. The kitchen was in the front window. As you walked down the street, you were suddenly confronted with a chef and his helper busily preparing meals--just beyond the big plate glass. People stopped, watched, and were suddenly hungry.
Turn your window into a marketing focus for your business. If you can capture the interest of passers by, you can draw them inside. It's a marketing tool frequently missed in today's world of small business. Combine that with social media postings, and you have a winner.
Friday, November 7, 2014
Thursday, November 6, 2014
Networking promotions
Free daily tips, info, advice, and ideas
with examples from real businesses.
Networking can expand your business reach. You can find more clients and customers by attending networking sessions.
A networking meeting brings together business people, owners, professionals, and others to meet each other. You want to build a network of people who get to know you and what you do.
This means that you engage people in conversation about what they do, concerns they might have about business in general, problems they face. An effective networking group does much more than just exchange business cards.
Many networking groups exist. Some are local, others are national--or even international. Look for networking groups in your area. Some of them will be listed on MeetUp.com.
Most networking groups let you attend the first meeting without actually joining. You can get the "feel" of the group and how it might help you. Others limit membership to a single business in each sector. Some are open and relaxed, others are tightly regulated.
You can start your own networking group. It's easier than you might imagine. You started your own business, didn't you? Starting a networking group is much easier, and I speak from my personal experience of having done both.
Example: Ralph is a chiropractor who runs a wellness center. He has been expanding over the past several years--adding a nutritionist and healthy foods experts, a certified hypnotist who does classes in weight management, a massage therapist, and more. Ralph tried several networking groups and was disappointed in all of them. They were too structured or they were too limited or they charged too much for the benefits offered. He decided to hold his own networking sessions at his place. He put the word out on social media, and he set up his own site on MeetUp.com. Once each month, his place is filled with local business people and professionals anxious for a relaxed evening out, meeting new people, discussing problems with regulars, etc. Ralph gets local caterers, bakers, cafes and others to furnish hors d'oeuvres and other goodies for the monthly meeting. There is no cost to Ralph, and it gives them the exposure they otherwise would not have.
Networking meetings are a good way to promote your business. If you have the space, consider starting one of your own. Restaurants, wellness centers, fitness operations, artists' studios, and many others have space that can be effectively used for networking meetings.
Networking sessions are not places to sell your goods and services. They are meant to expand your sphere of influence, get to know others, pass the word around, and get referrals.
Many promotional methods are scattered throughout these write-ups. You can promote your business at no cost, or at very little cost, in many ways. Social media is the new way to promote, but don't ignore the older methods which still work.
with examples from real businesses.
Networking can expand your business reach. You can find more clients and customers by attending networking sessions.
A networking meeting brings together business people, owners, professionals, and others to meet each other. You want to build a network of people who get to know you and what you do.
This means that you engage people in conversation about what they do, concerns they might have about business in general, problems they face. An effective networking group does much more than just exchange business cards.
Many networking groups exist. Some are local, others are national--or even international. Look for networking groups in your area. Some of them will be listed on MeetUp.com.
Most networking groups let you attend the first meeting without actually joining. You can get the "feel" of the group and how it might help you. Others limit membership to a single business in each sector. Some are open and relaxed, others are tightly regulated.
You can start your own networking group. It's easier than you might imagine. You started your own business, didn't you? Starting a networking group is much easier, and I speak from my personal experience of having done both.
Example: Ralph is a chiropractor who runs a wellness center. He has been expanding over the past several years--adding a nutritionist and healthy foods experts, a certified hypnotist who does classes in weight management, a massage therapist, and more. Ralph tried several networking groups and was disappointed in all of them. They were too structured or they were too limited or they charged too much for the benefits offered. He decided to hold his own networking sessions at his place. He put the word out on social media, and he set up his own site on MeetUp.com. Once each month, his place is filled with local business people and professionals anxious for a relaxed evening out, meeting new people, discussing problems with regulars, etc. Ralph gets local caterers, bakers, cafes and others to furnish hors d'oeuvres and other goodies for the monthly meeting. There is no cost to Ralph, and it gives them the exposure they otherwise would not have.
Networking meetings are a good way to promote your business. If you have the space, consider starting one of your own. Restaurants, wellness centers, fitness operations, artists' studios, and many others have space that can be effectively used for networking meetings.
Networking sessions are not places to sell your goods and services. They are meant to expand your sphere of influence, get to know others, pass the word around, and get referrals.
Many promotional methods are scattered throughout these write-ups. You can promote your business at no cost, or at very little cost, in many ways. Social media is the new way to promote, but don't ignore the older methods which still work.
Wednesday, November 5, 2014
Teaching promotes
Free daily tips, information, advice, and ideas,
with real examples from small businesses.
You are expert at what you do. And the general public is hungry for information. Put the two together, and you have a valuable way to promote your small business.
You can volunteer to teach classes for all sorts of gatherings. You'll need a teaching certification if you want to teach in the public schools. But you don't need this in other venues.
Hold a teaching session at your place, or contact others to teach at their place. Organizations, senior centers, some adult education centers, and others look for knowledgeable people to speak at their events. Ask around in your area and you'll find more than you want to accommodate.
Example: An expert potter holds classes in his studio. He schedules both one time and on-going classes for both beginners and advanced students. These are priced accordingly, but the classes usually fill up, and he maintains a waiting list. The full schedule goes on all year, with interruptions only for the holidays. This will vary according to the population and interest in your area.
Example: An expert in Reiki holds regular classes in both beginner and advanced sessions. This is in addition to offering Reiki sessions privately to clients. These classes result in extending the interest in Reiki in the area and brings more clients.
Example: A dairy farmer turns his milk production into yogurt and specialty cheeses. Twice each year he offers an extended series of classes in yogurt and cheese making. These are popular and are always filled. This hands-on teaching activity extends his marketing reach throughout the area--and brings in extra income to the farm business.
Example: A computer engineering expert does animation, cartooning, web design, and other specialties for clients. He regularly holds classes in animation--attracting many people in all age groups. These are introductory type classes--short, paid sessions. Anyone interested in more advanced sessions can schedule private on-going lessons with him, turning into a sort of apprenticeship arrangement.
Teaching others can result in many more clients for you. You might set up short, one-session introductory events that are free. Attendees who want to pursue the activity can sign up for multi-session arrangements that are paid for.
In any case, teaching can extend your marketing reach. The people who attend will invariably talk about it with their friends and acquaintances. Referrals come in. And always use social media to announce the sessions and follow-up.
Promoting your business is an on-going activity. And the promotional methods you use are limited only by your time. Teaching a class and promoting it on social media takes your time, but there's little if any cost involved. Additional promotional ideas are scattered throughout these write-ups.
with real examples from small businesses.
You are expert at what you do. And the general public is hungry for information. Put the two together, and you have a valuable way to promote your small business.
You can volunteer to teach classes for all sorts of gatherings. You'll need a teaching certification if you want to teach in the public schools. But you don't need this in other venues.
Hold a teaching session at your place, or contact others to teach at their place. Organizations, senior centers, some adult education centers, and others look for knowledgeable people to speak at their events. Ask around in your area and you'll find more than you want to accommodate.
Example: An expert potter holds classes in his studio. He schedules both one time and on-going classes for both beginners and advanced students. These are priced accordingly, but the classes usually fill up, and he maintains a waiting list. The full schedule goes on all year, with interruptions only for the holidays. This will vary according to the population and interest in your area.
Example: An expert in Reiki holds regular classes in both beginner and advanced sessions. This is in addition to offering Reiki sessions privately to clients. These classes result in extending the interest in Reiki in the area and brings more clients.
Example: A dairy farmer turns his milk production into yogurt and specialty cheeses. Twice each year he offers an extended series of classes in yogurt and cheese making. These are popular and are always filled. This hands-on teaching activity extends his marketing reach throughout the area--and brings in extra income to the farm business.
Example: A computer engineering expert does animation, cartooning, web design, and other specialties for clients. He regularly holds classes in animation--attracting many people in all age groups. These are introductory type classes--short, paid sessions. Anyone interested in more advanced sessions can schedule private on-going lessons with him, turning into a sort of apprenticeship arrangement.
Teaching others can result in many more clients for you. You might set up short, one-session introductory events that are free. Attendees who want to pursue the activity can sign up for multi-session arrangements that are paid for.
In any case, teaching can extend your marketing reach. The people who attend will invariably talk about it with their friends and acquaintances. Referrals come in. And always use social media to announce the sessions and follow-up.
Promoting your business is an on-going activity. And the promotional methods you use are limited only by your time. Teaching a class and promoting it on social media takes your time, but there's little if any cost involved. Additional promotional ideas are scattered throughout these write-ups.
Tuesday, November 4, 2014
Promote with partners
Free daily tips, information, advice, and ideas,
with examples from real small businesses.
A partnership promotion can attract lots of attention. Joining with another business in some sort of promotion will bring more people than doing it on your own.
Promoting with partners is a variation of your holding an event by yourself. Two (or more) businesses coming together can get more publicity than you can get on your own.
Examples: Not-for-profit organizations joining with you will get even more attention. Think about it.
When a pet store joins with an animal rescue organization, the word gets a better spread. The event attracts more attention than your pet store could attract acting alone--with an open house or a sale.
When a salon joins with a unit of the American Cancer Society, structuring an event that results in income going to the organization, the public takes notice.
For-profit small businesses joining together also get more publicity and attract more clients/customers than either business acting alone.
When a health food store partners with a nutritionist to hold free sessions, the word goes around the community. Healthy eating is on everyone's mind.
When a therapist joins with a wellness center to offer a special event, both therapist and wellness center benefit. Each draws more attention than either acting alone.
When an attorney joins with an accountant to hold a session on wills and estate taxes, people show up because it puts legal issues alongside money issues, generating more questions and interest than either acting alone.
So it goes. How about an artist partnering with a restaurant? How about a women's clothing store partnering with a caterer? How about a winery partnering with anybody?
Promoting with partners can be an inexpensive way to generate interest, educate the public, draw in more clients/customers, and generally spread the word. It's easy--begin by talking over the idea with another business owner. Home in on an event. Then, publicize.
Ideas and examples of promoting with partners are scattered throughout these write-ups. Read through the examples and then structure your own unique partnership event.
with examples from real small businesses.
A partnership promotion can attract lots of attention. Joining with another business in some sort of promotion will bring more people than doing it on your own.
Promoting with partners is a variation of your holding an event by yourself. Two (or more) businesses coming together can get more publicity than you can get on your own.
Examples: Not-for-profit organizations joining with you will get even more attention. Think about it.
When a pet store joins with an animal rescue organization, the word gets a better spread. The event attracts more attention than your pet store could attract acting alone--with an open house or a sale.
When a salon joins with a unit of the American Cancer Society, structuring an event that results in income going to the organization, the public takes notice.
For-profit small businesses joining together also get more publicity and attract more clients/customers than either business acting alone.
When a health food store partners with a nutritionist to hold free sessions, the word goes around the community. Healthy eating is on everyone's mind.
When a therapist joins with a wellness center to offer a special event, both therapist and wellness center benefit. Each draws more attention than either acting alone.
When an attorney joins with an accountant to hold a session on wills and estate taxes, people show up because it puts legal issues alongside money issues, generating more questions and interest than either acting alone.
So it goes. How about an artist partnering with a restaurant? How about a women's clothing store partnering with a caterer? How about a winery partnering with anybody?
Promoting with partners can be an inexpensive way to generate interest, educate the public, draw in more clients/customers, and generally spread the word. It's easy--begin by talking over the idea with another business owner. Home in on an event. Then, publicize.
Ideas and examples of promoting with partners are scattered throughout these write-ups. Read through the examples and then structure your own unique partnership event.
Monday, November 3, 2014
Event promotions
Free daily tips, information, advice, and ideas,
with examples from real small businesses.
Promoting your small business with events is easy, effective, and can be inexpensive. An event resonates with the general public.
Events attract attention to you. You are expert at what you do. Spread the word and share your experience with the public.
What is an event? It can be an open house, an information talkfest, a workshop, or an introductory free session or demonstration of what you do.
Hold the event at your place or volunteer to speak at organization meetings, club functions, corporate groups, senior centers, libraries, or other gatherings. At these, you are not selling anything, just passing on information, educating people, answering their questions--and in the process, promoting your small business.
Events can be held by anyone in business--therapists and tutors, lawyers and landscapers, artisans and agents, bakers and bricklayers, chefs and consultants. No matter your expertise, a segment of the public will be interested in you and what you do.
Example: James is an expert in computing. He is an applications engineer--he does lots of animations, games and cartoons for big companies and advertising agencies. He put the word out on social media that he would be holding a free introductory session aimed at students. He would show them the ins and outs of the animation field, how they could do some initial work on their own to punch up their college applications. The session was a hit, drawing an overflow audience. James is scheduling more sessions, in animations, games and cartooning. No student is likely to hire James to do a project, but the word is going out in the community and beyond. And he uses social media to broadcast his business far afield.
Example: Judith is a massage therapist. She announced an open house where she would give free 15 minute massages to introduce people to the benefits. The open house was well-attended and resulted in more clients for her. These clients returned for private sessions, and they spread the word among their friends. In addition, Judith used social media to announce the open house and to follow-up with pictures. Further, she made arrangements to give free, short sessions at senior centers. These sessions also resulted in more private appointments--and publicity for her business.
Example: Eduardo is a trained chef. He regularly holds free cooking demonstrations at his restaurant. He schedules these on Tuesday evenings when the restaurant is closed to dining. At these free events, he shows attendees how to braise meats, how to make cakes in unusual shapes, how to include healthy ingredients in soups and stews. People who come to these sessions are encouraged to participate in the activities. At the end of the session, everyone sits down and they eat what has been demonstrated. These events are popular, and they attract more paying people to the restaurant. Eduardo uses social media to announce and to follow-up with pictures of each event.
Events are more effective when you involve attendees in the event. Sometimes, you might be just talking and taking questions. At other times, get everyone's hands dirty. Actual involvement can seal the relationship.
Give some thought as to how you can hold events at your place. And always use social media to increase attention--both before and after the event.
Many more examples of events held by other small businesses are scattered throughout these write-ups. I have been working with and writing about small businesses for more than 20 years. I never use a real name (except my own), but the examples are from actual experience.
with examples from real small businesses.
Promoting your small business with events is easy, effective, and can be inexpensive. An event resonates with the general public.
Events attract attention to you. You are expert at what you do. Spread the word and share your experience with the public.
What is an event? It can be an open house, an information talkfest, a workshop, or an introductory free session or demonstration of what you do.
Hold the event at your place or volunteer to speak at organization meetings, club functions, corporate groups, senior centers, libraries, or other gatherings. At these, you are not selling anything, just passing on information, educating people, answering their questions--and in the process, promoting your small business.
Events can be held by anyone in business--therapists and tutors, lawyers and landscapers, artisans and agents, bakers and bricklayers, chefs and consultants. No matter your expertise, a segment of the public will be interested in you and what you do.
Example: James is an expert in computing. He is an applications engineer--he does lots of animations, games and cartoons for big companies and advertising agencies. He put the word out on social media that he would be holding a free introductory session aimed at students. He would show them the ins and outs of the animation field, how they could do some initial work on their own to punch up their college applications. The session was a hit, drawing an overflow audience. James is scheduling more sessions, in animations, games and cartooning. No student is likely to hire James to do a project, but the word is going out in the community and beyond. And he uses social media to broadcast his business far afield.
Example: Judith is a massage therapist. She announced an open house where she would give free 15 minute massages to introduce people to the benefits. The open house was well-attended and resulted in more clients for her. These clients returned for private sessions, and they spread the word among their friends. In addition, Judith used social media to announce the open house and to follow-up with pictures. Further, she made arrangements to give free, short sessions at senior centers. These sessions also resulted in more private appointments--and publicity for her business.
Example: Eduardo is a trained chef. He regularly holds free cooking demonstrations at his restaurant. He schedules these on Tuesday evenings when the restaurant is closed to dining. At these free events, he shows attendees how to braise meats, how to make cakes in unusual shapes, how to include healthy ingredients in soups and stews. People who come to these sessions are encouraged to participate in the activities. At the end of the session, everyone sits down and they eat what has been demonstrated. These events are popular, and they attract more paying people to the restaurant. Eduardo uses social media to announce and to follow-up with pictures of each event.
Events are more effective when you involve attendees in the event. Sometimes, you might be just talking and taking questions. At other times, get everyone's hands dirty. Actual involvement can seal the relationship.
Give some thought as to how you can hold events at your place. And always use social media to increase attention--both before and after the event.
Many more examples of events held by other small businesses are scattered throughout these write-ups. I have been working with and writing about small businesses for more than 20 years. I never use a real name (except my own), but the examples are from actual experience.
Friday, October 31, 2014
Accounts receivable
Free daily tips, information, advice, ideas,
with examples from real small businesses.
Many small businesses sell to other businesses, companies, corporations, and other big time operations. You work hard to get and keep these accounts--they represent pathways to growth for your small business.
Getting paid, however, can become a problem with big accounts. Frequently, they don't pay on time, leaving you scrambling for cash flow.
Here are three methods I've used with some success to keep them paying on time.
1. Change your terms. Offer a 2% discount if they pay within 10 days or 30 days--whatever you're comfortable with pushing. When invoices arrive at the accounts payable departments of big operations, those offering discounts get attention right away. It's their way of prioritizing your invoice in their system.
2. Set up progress payments. If you are providing a service based on significant inputs of labor/materials, set up contractual milestones that trigger partial payments on the overall project. As project phases are completed, send the appropriate invoice, referencing the agreement. This method is frequently used in the construction, building trades, printing and other industries, and it can work in other businesses as well.
3. When dealing with a buyer who is "lost" in the corporate structure of a big company, it's useful to develop a close and continuing relationship with regard to payments. A face-to-face conversation about timely payments will frequently get positive results. Calls to the accounts payable department are not very effective, and letters from collection bureaus can spoil the relationship. But a manager inside the company and who values the work you are providing, that person can cut through the bureaucratic paperwork logjam and get you paid.
I once had a conversation with a senior vice president of a major corporation about this. The company was three months in arrears and still ordering. Exasperated, I blurted out that I was not in the business of financing his company. That was it--I had put my finger on the problem in a way that he understood. By continuing to furnish him the materials he ordered, and, at the same time, not being paid in a timely manner, I was providing financing. He suddenly understood that I was not a bank. He picked up the phone and had a check delivered to me the next day.
Many big companies use this deliberately. They lean on the small businesses that supply them, knowing that the small business will be reluctant to complain too loudly. The person who can cut through this problem is your contact--the more senior, the better.
Small businesses that sell to big companies have a valuable customer. But the relationship must be carefully nurtured and managed on all fronts, including accounts receivable.
Unpaid accounts receivable can cause many problems for a small business. I wrote about this about six months ago--thought it was time to cover again.
with examples from real small businesses.
Many small businesses sell to other businesses, companies, corporations, and other big time operations. You work hard to get and keep these accounts--they represent pathways to growth for your small business.
Getting paid, however, can become a problem with big accounts. Frequently, they don't pay on time, leaving you scrambling for cash flow.
Here are three methods I've used with some success to keep them paying on time.
1. Change your terms. Offer a 2% discount if they pay within 10 days or 30 days--whatever you're comfortable with pushing. When invoices arrive at the accounts payable departments of big operations, those offering discounts get attention right away. It's their way of prioritizing your invoice in their system.
2. Set up progress payments. If you are providing a service based on significant inputs of labor/materials, set up contractual milestones that trigger partial payments on the overall project. As project phases are completed, send the appropriate invoice, referencing the agreement. This method is frequently used in the construction, building trades, printing and other industries, and it can work in other businesses as well.
3. When dealing with a buyer who is "lost" in the corporate structure of a big company, it's useful to develop a close and continuing relationship with regard to payments. A face-to-face conversation about timely payments will frequently get positive results. Calls to the accounts payable department are not very effective, and letters from collection bureaus can spoil the relationship. But a manager inside the company and who values the work you are providing, that person can cut through the bureaucratic paperwork logjam and get you paid.
I once had a conversation with a senior vice president of a major corporation about this. The company was three months in arrears and still ordering. Exasperated, I blurted out that I was not in the business of financing his company. That was it--I had put my finger on the problem in a way that he understood. By continuing to furnish him the materials he ordered, and, at the same time, not being paid in a timely manner, I was providing financing. He suddenly understood that I was not a bank. He picked up the phone and had a check delivered to me the next day.
Many big companies use this deliberately. They lean on the small businesses that supply them, knowing that the small business will be reluctant to complain too loudly. The person who can cut through this problem is your contact--the more senior, the better.
Small businesses that sell to big companies have a valuable customer. But the relationship must be carefully nurtured and managed on all fronts, including accounts receivable.
Unpaid accounts receivable can cause many problems for a small business. I wrote about this about six months ago--thought it was time to cover again.
Thursday, October 30, 2014
Business friends
Free daily tips, information, advice, ideas,
with real business examples.
Customers and clients are the most important part of business. Without them, you don't have a business.
So, how do you find them and treat them?
Let's talk about friends. Everyone has personal friends. And everyone has casual friends who are not so personal.
Customers and clients are a third type of friend. These are business friends.
These people have needs that can bring them to you. You offer products or services they want.
If you treat your business friends as personal friends, some of them will be turned off. They will view your attentions as an invasion of privacy.
If you treat them as casual friends, you run another risk. They might misinterpret your attention (of lack of) as less than serious.
However, if you treat them as business friends, you have the best chance of success.
So, what exactly is a business friend? Two examples tell the tale.
Example: Elaine promotes her fashionable shop for women with social media posts of new designs she offers. Twice each year, she mounts a live fashion show with models wearing the designs carried in the shop. Models mingle with guests. Shoes, handbags and accessories are prominently displayed. Before and after the show, pictures are posted on social media. In addition, Elaine has developed a mailing list and she uses it in two ways. (1) She sends out gift certificates along with an invitation to special private showings. (2) She sends a Thank You card anytime someone spends over $100 in the shop. Elaine also makes herself available at all times to answer questions, discuss trends, and be the go-to adviser for clothing and accessories. All these activities contribute to building the business friend base.
Example: Marsha started out with a small yoga studio, attracting a loyal base of business friends with her training, expertise, and relaxed attitude. Her clients lingered after their sessions, and she listened carefully to their concerns and problems. They had questions about nutrition, meditation, massage and other alternative therapies. So, a couple of years ago, Marsha decided to grow her business into more than her yoga sessions. Since then, she has attracted other professionals who offer a wide range of therapies. Together, they schedule open houses, programs, events, and information sessions built around the interests of the growing base of business friends. Everyone at the wellness center is sensitive to clients, trained to listen, spend time together and freely furnish information. With many pictures and posts on social media, the base of business friends continues to grow. Marsha still sees private yoga clients herself, but her wellness center has expanded far beyond yoga.
These two examples show how small businesses can grow. In both cases, there is an intense focus on the customers and clients--their interests, their concerns, and their needs. When you listen carefully, your business friends will show you the way forward.
Building your base of business friends takes attention, listening, transparency, honesty, and going the extra mile. Social media can provide many opportunities to nourish business friends--and extend your reach to many more people. The marketing mechanisms for small businesses have taken a quantum leap.
Many more examples of cultivating business friends are scattered throughout these write-ups. Promoting and growing your small business has never been easier. Facebook offers a wealth of opportunities that were not available in yesterday's world.
with real business examples.
Customers and clients are the most important part of business. Without them, you don't have a business.
So, how do you find them and treat them?
Let's talk about friends. Everyone has personal friends. And everyone has casual friends who are not so personal.
Customers and clients are a third type of friend. These are business friends.
These people have needs that can bring them to you. You offer products or services they want.
If you treat your business friends as personal friends, some of them will be turned off. They will view your attentions as an invasion of privacy.
If you treat them as casual friends, you run another risk. They might misinterpret your attention (of lack of) as less than serious.
However, if you treat them as business friends, you have the best chance of success.
So, what exactly is a business friend? Two examples tell the tale.
Example: Elaine promotes her fashionable shop for women with social media posts of new designs she offers. Twice each year, she mounts a live fashion show with models wearing the designs carried in the shop. Models mingle with guests. Shoes, handbags and accessories are prominently displayed. Before and after the show, pictures are posted on social media. In addition, Elaine has developed a mailing list and she uses it in two ways. (1) She sends out gift certificates along with an invitation to special private showings. (2) She sends a Thank You card anytime someone spends over $100 in the shop. Elaine also makes herself available at all times to answer questions, discuss trends, and be the go-to adviser for clothing and accessories. All these activities contribute to building the business friend base.
Example: Marsha started out with a small yoga studio, attracting a loyal base of business friends with her training, expertise, and relaxed attitude. Her clients lingered after their sessions, and she listened carefully to their concerns and problems. They had questions about nutrition, meditation, massage and other alternative therapies. So, a couple of years ago, Marsha decided to grow her business into more than her yoga sessions. Since then, she has attracted other professionals who offer a wide range of therapies. Together, they schedule open houses, programs, events, and information sessions built around the interests of the growing base of business friends. Everyone at the wellness center is sensitive to clients, trained to listen, spend time together and freely furnish information. With many pictures and posts on social media, the base of business friends continues to grow. Marsha still sees private yoga clients herself, but her wellness center has expanded far beyond yoga.
These two examples show how small businesses can grow. In both cases, there is an intense focus on the customers and clients--their interests, their concerns, and their needs. When you listen carefully, your business friends will show you the way forward.
Building your base of business friends takes attention, listening, transparency, honesty, and going the extra mile. Social media can provide many opportunities to nourish business friends--and extend your reach to many more people. The marketing mechanisms for small businesses have taken a quantum leap.
Many more examples of cultivating business friends are scattered throughout these write-ups. Promoting and growing your small business has never been easier. Facebook offers a wealth of opportunities that were not available in yesterday's world.
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