6 tips to do your own marketing as a small business
I found this fascinating article today:
- Research: Figure out what you do best and get to know who your ideal customer is.
- Segment: Group these customers into some categories. Don’t default to region or industry, that won’t help you make more money or give them what they want. Group them by what’s important to them when they are buying what you’re selling.
- Target: Pick a segment or group you want to start with. Maybe they are easy to work with, maybe they are most profitable, any reason will do.
- Position: Tell them why they should buy from you - position yourself to provide what they want - not what they need.
- Irresistible Offer: Pull together a combination of product, service, price, delivery and communication that makes what you’re selling IRRESISTIBLE to them.
- Build Loyalty: If you have a customer base which likes to be involved - then build community and build loyalty.
Ivana Taylor, Strategy Stew, Aug 2008
The whole article is a very good read. I love the explanation about process and promotion.
It appears I need to work on my processes as I am rather good at promotion.
Sarah
Essex Couriers and Delivery services
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Linda Mattacks is the author of a series of training courses available at SellingForBusiness.co.uk developed to provide easily accessible training for small businesses who are not in a position (or may not want) to take time out to attend formal training sessions.
Making the most of LinkedIN for sales
You may be looking for more sales due to the credit crunch, or you may be hiking up your activity so you don’t feel the crunch so bad.
I found this article written by Guy Kawasaki over 18 months ago, and if you missed it then, now is the time to catch up and implement his tips and tricks…
Most people use LinkedIn to “get to someone” in order to make a sale, form a partnership, or get a job. It works well for this because it is an online network of more than 8.5 million experienced professionals from around the world representing 130 industries. However, it is a tool that is under-utilized, so I’ve compiled a top-ten list of ways to increase the value of LinkedIn.
- Increase your visibility.
By adding connections, you increase the likelihood that people will see your profile first when they’re searching for someone to hire or do business with. In addition to appearing at the top of search results (which is a major plus if you’re one of the 52,000 product managers on LinkedIn), people would much rather work with people who their friends know and trust.
- Improve your connectability.
Most new users put only their current company in their profile. By doing so, they severely limit their ability to connect with people. You should fill out your profile like it’s an executive bio, so include past companies, education, affiliations, and activities.
You can also include a link to your profile as part of an email signature. The added benefit is that the link enables people to see all your credentials, which would be awkward if not downright strange, as an attachment.
- Improve your Google PageRank.
LinkedIn allows you to make your profile information available for search engines to index. Since LinkedIn profiles receive a fairly high PageRank in Google, this is a good way to influence what people see when they search for you.
To do this, create a public profile and select “Full View.” Also, instead of using the default URL, customize your public profile’s URL to be your actual name. To strengthen the visibility of this page in search engines, use this link in various places on the web> For example, when you comment in a blog, include a link to your profile in your signature.
- Enhance your search engine results.
In addition to your name, you can also promote your blog or website to search engines like Google and Yahoo! Your LinkedIn profile allows you to publicize websites. There are a few pre-selected categories like “My Website,” “My Company,” etc.
If you select “Other” you can modify the name of the link. If you’re linking to your personal blog, include your name or descriptive terms in the link, and voila! instant search-engine optimization for your site. To make this work, be sure your public profile setting is set to “Full View.”
Linda Mattacks is the author of a series of training courses available at SellingForBusiness.co.uk developed to provide easily accessible training for small businesses who are not in a position (or may not want) to take time out to attend formal training sessions.
When did you last say Thank You?
An often overlooked sales tip, is to say thank you in a highly personal way. It increases customer loyalty and makes them feel appreciated. It can also make you stand out from the crowd, and when times are tough in business it may give you the edge.
“Even though business thank you cards offer a tangible way for companies to demonstrate customer appreciation, only 44 percent of the consumers we surveyed received a thank you greeting card from companies with which they do business,” said Marc Wagenheim, director for Hallmark Business Expressions.
In fact, a total of 66 percent of consumers surveyed by Hallmark Business Expressions indicated that business greeting cards sent to show appreciation for a purchase or referral makes them more likely to do future business with a company.
Some people suggest you pick up the phone or send an email, but what works best for me is the old fashioned but highly memorable thank you note.
What should you thank people for? We thank new customers for choosing us to deliver their goods. A friend of ours thinks a thank you note after obtaining a quote is a good way of getting the business, it works for her.
What do you put on it? I suggest it’s handwritten, and in blue ink, so that it doesnt look like its computer generated, so it has that nice personal touch. Some discreet contact details, but they shouldn’t detract from the message of thanks.
Where else can I use it? After networking? Why not thank the person for their comments, may get read unlike an email which can be deleted, may get kept too. Certainly makes you stick in their mind.
So when did you last say thank you via a note, and how did it work for you?
Sarah
Essex couriers and parcel delivery
Linda Mattacks is the author of a series of training courses available at SellingForBusiness.co.uk developed to provide easily accessible training for small businesses who are not in a position (or may not want) to take time out to attend formal training sessions.
Business ethics or being nosy. When do you respect someone’s privacy?
I found this interesting blog today:
“There has been a lot of hype and noise surrounding Steve Jobs‘ appearance at the WWDC conference and not just because of the new iPhone launch either. His gaunt appearance started a furore amongst the tech analysts and journalists as to how his health was, it was material they claimed.
Sally Church, Oncology Market Trends, Jul 2008″
The whole article is a good read, and having met Sally on several occasions, I know where she is coming from.
Couriers need a lot of information and if the truth be told, if a companie’s transport was going well, would we be in there collecting and delivering?
If we knew the health of one of our main customers, would it affect the service we gave them? Would we still be available?
I know we would be.
In business, others don’t think that way and does knowing all the minute details make a difference? To them it does. To your customer it does. Lifetime value of a customer means just that. Lifetime.
So, what exactly does being ethical in business mean?
Sarah
Ethical, Greener, efficient couriers
Linda Mattacks is the author of a series of training courses available at SellingForBusiness.co.uk developed to provide easily accessible training for small businesses who are not in a position (or may not want) to take time out to attend formal training sessions.
Selling by Payment?
A customer is standing by the vacuum cleaner display. The Sales assistant approaches the customer and ask “are you looking for a upright or cylinder?”
Which letter best describes the selling skills?
Product knowledge know what you are selling.
Acknowledge customer- make eye contact
You now establish the customers need & wants
Match the products to the needs & wants
Ensure the customer is satisfied.
Now close the sale
Take the money!
I was inspired by this when I visited the local electricity shop. It is kiss inspired (keep it simple stupid).
Source: Leo Cussons, Work Connexions Link
I like the idea of following “payment” to make the sale.
Does it only work for face to face sales or can it be adapted for over the telephone and when you need to sell services?
What else other acronyms do you follow to make the sale?
Regards
Sarah Arrow
Sales success for when you drive for a living
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Linda Mattacks is the author of a series of training courses available at SellingForBusiness.co.uk developed to provide easily accessible training for small businesses who are not in a position (or may not want) to take time out to attend formal training sessions.
Looking to increase your sales in the credit crunch?
I have put together 5 tips that have worked for us.
Have a read, try them and tell us what you think.
1. Be a human.
Have you lost the human touch? Companies don’t buy, it’s people who buy, and they buy other people.
2. Advise more than you sell
You will sell more as a person who is trusted for good advice than, someone who goes straight for the kill.
3. Be approachable
If you go for the hard sell every time you met your customers, they may dread your phone calls and visits. Be personable, be approachable and you will get more business.
4. Every impression counts
From your first meeting, to your last meeting. Make every impression a favourable one, it’s you who they will be more inclined to remember and call.
5. Don’t take your customers for granted
When things are tough, many companies look at ways of saving money. Don’t take it for granted your customers will always come back. Treat each sale with respect, and if there are ways to save money tell your customer and they can make the decision.
What do you think? Want to share some of your own with us?
Sarah Arrow
Sales success for freelance and self employed couriers
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Linda Mattacks is the author of a series of training courses available at SellingForBusiness.co.uk developed to provide easily accessible training for small businesses who are not in a position (or may not want) to take time out to attend formal training sessions.
Powerful marketing phrases - does your message stick in peoples minds?
Delivering everything from an envelope to an elephant is a very powerful marketing phrase and it stays in peoples minds. It has that extra stickiness created by the fact they indicate something small,and something large as welll as the fact they begin with ‘e’.
When discussing website copy with Jeff at Rienne Business Consulting, he suggested this line, but only if we had actually delivered an elephant… Elephant that needs delivering?
Well actually, Arrow Light Haulage has delivered an elephant, not a living one, as couriers are not allowed to carry livestock, but a wire framed one for an artist client of ours.
The call came out of the blue, could we go and collect an elephant? If we hadn’t of known her, we would have thought it was a wind up! Could we collect a wire frame of an elephant? Of course we could!
The artist was going to plaster to it and make it look lifelike as something that would go in the garden to surprise her family.
We got the dimensions, it was huge, but our since retired Luton could take items up to 17 feet high, at 16 feet the elephant just got in. The Elephant had to be carefully strapped to the sides, so that it didn’t slide and covered in felt blankets to protect it in case the unexpected happened.
200 miles later, it was delivered safe and sound, we had a few tricky moments unloading. It is awkward moving an elephant backwards onto the tail-lift but we will know for sure how to do it next time!
As to envelopes, we are delivering blueprints and documents all the time as part of our confidential delivery services. These services are often used by Essex based law firms, courts, doctors and architects.
Next time you read “we deliver everything from an envelope to an elephant”, don’t forget to ask about the elephant, and don’t forget we really have done it.
You have read our story, so how powerful is your marketing phrase?
- Will it help you stand out from the crowd?
- Does it have a story that helps make it memorable?
- Does it describe accurately what you do?
Small business training can help you stick in the minds of people who can go on to become customers.
Regards
Sarah
Sales success for those that drive for a living
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Linda Mattacks is the author of a series of training courses available at SellingForBusiness.co.uk developed to provide easily accessible training for small businesses who are not in a position (or may not want) to take time out to attend formal training sessions.
The 60 second nightmare, sometimes known as the elevator pitch
An online conversation with Linda Mattacks and Sally Church, leading pharma marketing consultant (from Icarus Consultants) proved illuminating recently.
We were discussing 60 second pitches, or elevator pitches as they are sometimes known.
I was at a loss as to what to say when contacting not only to ‘prospect’ companies, but when having to say my spiel at a breakfast meeting. I found the whole process of writing and speaking the pitch, daunting.
“I work for Arrow Light Haulage, Essex couriers delivering nationwide. We deliver parcels, pallets and urgent cargo” is often what I blurted out, and it didn’t get me very far….
Sally’s started to get me thinking with her comment - “So why should someone call you rather than another courier? You need a compelling USP - unique selling point that makes people remember you first.”
Linda responded with “Sally, you’re right but sometimes that’s easier said than done 
:
* It’s tough to do in a competitive market where people often initially buy on price
* Especially when customers only get the benefits from the USP once they come on board
* We all get too close to see the wood for the trees ”
Linda, took me under her wing and started to train me with the soft selling skills that I needed…
“All I’ve done so far Sarah is look at your website and thought about various conversations we’ve had. Why not play with my basic suggestion and come up with different stories and angles until you get a formula (or two) that you’ve tested out and know work.”
And this is what she come up with for me….
“I’m Sarah Arrow of Arrow Light Haulage, Essex couriers delivering parcels, pallets and urgent cargo nationwide.
Most people see couriers as a commodity - and it’s not unusual for them to switch suppliers if one pops up and tempts them away with a cheaper deal. They really think they’re saving money and everything’s fine until something goes wrong, as this story from one of our customers graphically illustrates.(pause) He says:
“I thought I would go cheaper (pause) after all it was only delivering clothes to a deadline, how hard could that be? I went with another courier and, in a month, I was billed £30,000 in fines from missed deadlines and port fines. I learned my lesson, (pause) professional couriers make the difference and are worth every penny and are not that much more expensive…”
(pause)
Don’t you make the same mistake - talk to us: Sarah Arrow, Arrow Light Haulage.”
Linda even told me when to pause and take a breath…. 
Linda went on to say, now you might not like the above at all but hopefully it will give you some ideas to play with. The following might be useful, too:
* People love stories
* People remember good stories
*Believable stories can bring home valuable lessons without appearing to lecture
*Use real life good stories to demonstrate how you’re different
I ran the above spiel fairly slowly though in my mind and reckon you could deliver that well within the time allocation. In this example you’ve reinforced your brand name four times in less than a minute - not bad going, huh !Whatever you come up with practise it in front of a mirror till you can say it easily and naturally
Now, none of this was new to me, but Linda and Sally spoke to me in a language that I understood, and it speaks to my customers in a language they understand!
For more information, and a downloadable sample of Linda’s superb book ‘Calling all Couriers- Win Keep and Grow Customers, please visit Sales Success at the Courier Shop.co.uk
Warm regards
Sarah Arrow
Chelmsford parcel and same day couriers
Basildon Parcel and courier services
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Linda Mattacks is the author of a series of training courses available at SellingForBusiness.co.uk developed to provide easily accessible training for small businesses who are not in a position (or may not want) to take time out to attend formal training sessions.
Who do you touch? Is blogging networking?
Networking is a funny thing. Working recently with Linda from Small Business Training / Cozo, has got me thinking…. When I network with people, who do I touch? Who do I reach? Where do my words and thoughts go? Is blogging networking?
Image by ::Prad Prathivi @ Amodica Studio:: via Flickr
I have recently started the Cozo Gold training course, and it was whilst reading the chapter on networking that these thoughts occured.
Could I be networking with people I have never met or spoke to through a blog? Do you have to speak to a person to network with them? can it be a one sided conversation?
That lead me to thinking about the blogs that I read… do I think that I am networking with that person? Nah, of course not - it’s a one way street… or is it?
Leaving a comment and the writer responding to that comments starts the dialogue, and starts a relationship.
My next thought is how many blogs do I think “hmm, that’s interesting but never say anything?” The answer? too many.
So the next step is to start appreciating the blogs that I read, if you find a comment saying interesting read, that’s me being appreciative if it has more words, it could be a step towards creating a dialogue with a potential customer.
Regards
Sarah Arrow
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Linda Mattacks is the author of a series of training courses available at SellingForBusiness.co.uk developed to provide easily accessible training for small businesses who are not in a position (or may not want) to take time out to attend formal training sessions.
Press release: Cozo work with couriers to get more business for them
Credit Crunch - Learning lessons from history
In the last recession many families substituted the main income by becoming taxi drivers. Now the world has moved on but the problem is the same.
With the increase in household bills, a rise in mortgages payments and the explosion in the price of petrol, virtually every family is starting to feel the pain of the credit crunch. At the same time,because most people are cutting back, many income streams, maybe even the job of the main bread- winner, is becoming less secure.
It is no surprise then that many families are seeking new ways to balance the books. After a while you realise you can only cut so much out of the budget, before you have to look for new ways to increase the amount of money coming in.
Here is where the history lesson comes in - the taxi driver can become the courier in today’s market of home delivery, Internet services and house moves. No “knowledge” is required as in London black cabs, no HGV or PSV licence needed. How difficult can that be?
Kevin and Sarah Arrow have got together with Linda Mattacks to produce a series of three E-Books for would be couriers. Book 1 tells you how to start up, book 2 shows you how to grow your business and book 3 is all about you and your brand image.
Book 1 is written by Kevin Arrow and plots the course for anyone wanting a career in this fast growing profession. Based on sound economics, life experiences and a practical ‘know how’ this book is a “How to go about it” for any driver who wants to get in to the courier business.
He puts his experience on the line and lays it out for you. Since starting out working for a multi national courier company in the mid 90s, and a life long fan of every thing green, he now owns and runs Arrow Light Haulage, one the few green courier services in the country.
The first book in this series drives home best practice, acceptable behaviour, and time saving tools to make you; your van and that all-important parcel arrive at your destination in one piece. It includes everything you ever wanted to know about obscure time saving and fuel efficiencies; the best sat navigation for the job. It tells you how to work with your client, the best web sites to get freelance work and even how to set up your business, what is required to open a business bank account and how the family can support you whilst you are on the road.
Based in Essex, Arrow does everything a courier company should do. It uses green fuel, the drivers are encouraged to keep to the speed limits to save fuel, and the clients are enticed with carbon-offset proposals.
So what does book 2 do then? Whether we have been in business for generations or are first starting out, we all have one thing in common. It doesn’t matter what you sell or how you make your money, this problem is as old as the oldest profession in the world. We need more customers.
Book 2 tells you how to quickly establish yourself and grow your business. You could provide one of the best courier services in the country but that doesn’t help if it’s a well-kept secret. And you’re unlikely to have, or want to spend, a lot of money promoting your business when it’s just starting out.
As in book 1, the Arrows have enlisted people who run their own business practicing what they preach and Linda Mattacks of CoZo is no exception. Linda runs a company that specialises in helping owners of small businesses to develop their own skills to do just that:
With over 25 years’ experience in sales training, market research and direct marketing, Linda has produced a “How to win, keep and grow customers” E-book that’s equally of use to courier start ups, young companies and established firms alike. It explains how you can not only survive but also thrive in a tough market – without overtly selling.
Book 2 shows you how to get yourself and your company known for all the right reasons to the right people - those who could become your customers and those who could introduce customers to you. And keep your customers once they ‘come on board’.
When you finally close books 1 and 2 and read through the notes you made, you realise that unlike most self help books, there is important information on every page including how to avoid known hazards and take advantage of profitable opportunities.
Forget the rude, aggressive “man in the rusty white van” that stamps all over the road. With these two books you’re moving into a completely different league.
And the best bit – Like any trilogy you have to wait for book three, which is all about you and how to live your business. It’s about personal brand image.
In summary Book 1 is about starting a courier business. Book 2 is shows you how to grow your business and Book 3 is all about you.
These books are not books of dreams. They have been written from the experiences of LUCK –
Labouring Under Correct Knowledge.
Credits
Kevin and Sarah Arrow – Arrowlighthaulage.co.uk. 01375 643 897
Linda Mattacks – Sellingforbusiness.co.uk 020 7209 1284
David Edwards – Bigriverlife.com
Linda Mattacks is the author of a series of training courses available at SellingForBusiness.co.uk developed to provide easily accessible training for small businesses who are not in a position (or may not want) to take time out to attend formal training sessions.
