Archive for the ‘Market/Marketing Research’ Category

What do YOUR customers buy from you?

Do you really know the answer?

Do they buy

  • IT equipment & support?
  • Management consultancy?
  • Marketing services?
  • Accountancy service?
  • Legal advice?
  • Courier service?
  • Web design?
  • Web SEO?
  • Sales training?
  • Sales & marketing communications training?
  • Business coaching?
  • Widgets?
  • Plumbing?
  • Clothes?
  • Shoes?

If your customers are buying any of the above from you, you are providing a commodity; they’ll buy on price and convenience and will be wooed by the next temptress who comes along…

You might as well learn from my experience and save yourselves the aggro of having to go through it. It took a very good client who would put any new sales person through one of my courses to remove the veil from my eyes a couple of years ago:

“I could buy sales training from any number of sources.” (Boy! That hurt!)

“I couldn’t easily get elsewhere what you bring to my business…”

Round about the same time I explained what I did to a savvy business guy:

I provide blended learning, tailored sales & marketing communications courses primarily for small businesses where the in-house expertise was in the core offering (often technical) of the business rather than the ’soft’ skills that are also essential to grow the business.

He then swiftly burst my bubble and explained what I’d got wrong:
“Fabulous idea. Great service. Trouble is these people won’t value it at a price that’s worth your while: Wrong price. Wrong market.”

These people don’t want courses on how to sell ethically: That’s fine down the line when they’ve grown sufficiently to employ dedicated sales reps and/or telephone sales people: They’ll buy your courses or somebody else’s for them. What they want is help on how to make it easy for people to buy from them.”

And do you know what? Not only was he right, it was actually so much easier! They didn’t need to learn all those sales techniques I’d put together, with examples of how to use them, tailor them for their business and make them work.

Now we invest time getting the basics right and the rest, with a bit of effort, slot into place relatively easily.

My savvy business friend’s advice to me was FREE. So I’ll do the same for you:

Email me: desk (at) smallbusinesstraining (dot) co (dot) uk

Or pick up the phone (office hours, 9 – 5, Monday to Friday, excluding Bank Holidays) for a FREE 15 minute consultation on what your customers should be buying from you…

Linda Mattacks - Small Business Training

What do YOUR customers buy from you?

Time to spring clean YOUR business?

Don’t adjust your set!

Regular visitors will notice changes to the look and feel of this site over the coming days.

We took a long hard look at the theme and had to admit that what seemed really cool before quite frankly had become dated. And it didn’t allow us to easily add the exciting extras you want and we want to provide you :-( .

So, sleeves up and revamp time.

Most of the changes will go on offline behind the scenes until the changeover is ready. However, there may well be some components that need to alter first – as part of the Work In Progress… so it would be great if you cut us a bit of leeway!

2 more things:

  1. Are you 100% happy with the way your own business is represented on and offline? We all need all the advantages we can get in this economy…
  2. What specific business issues would you like to see covered here?

Let us know what you’d like to see featured over the coming weeks

We’re talking to owners of all different kinds of small businesses, asking what the main issues are right now.

Here’s your opportunity to flag up the ones facing your industry – and have a chance to get answers here – so go for it!

Time to spring clean YOUR business?

Employing young women

With recruitment issues way at the back of many companies’ minds in the current economy, this may seem like weird timing to raise the issue of the potential ‘risk’ involved in employing young women:

Will she decide to go off and have babies?
If she’s already a mother, what happens when one of her children is sick?

Some years ago I needed to recruit people (admittedly on a temporary basis) for a telephone marketing research project. It was my first in that role for the company and I decided to opt for 10 part timers rather than 5 full timers (there were good reasons for this – contact me direct to know more) and I was going to be a ‘model’ employer ;-) : The best 5 males and the best 5 females would be taken on, trained and have a two-week trial period.

It was a tough one that entailed a) identifying and b) conducting a 45-minute telephone interview with plant directors/managers in specific industries across 3 European countries. The first stage was with English speaking participants though the team had the language capabilities to cover all 3 countries for the roll out.

As it turned out, none of the males ‘made the grade’ whereas all 5 females (including an artistic ‘resting’ film director and a down-to-earth mum of three who had never worked in an office before) were retained and went full time on the project, were introduced to the client and really ‘got into’ their part in the aims of the research. They bonded well as a team with the ‘mum’ naturally herding and taking on additional responsibilities, and each went on to work on further projects as and when their skills were required and they were available.

That didn’t mean that I never took on some smashing blokes to work on later projects, rather that my focus should have been on the best 10, regardless of gender, in the first place.

The point to this?

People will move on; their priorities will change, as will their circumstances. Employers can’t predict when and why. We can only willingly take the opportunity to work with the best as and when it presents itself to us, for as long as it lasts.

I want to give credit to a post I saw earlier today that started off this particular stream of thought: Is it too risky to employ young women? and suggest a mosey over there would be worthwhile – you’ll see input from different and interesting angles and viewpoints…

Enjoy!

Next up: I think it’s time to look at You Plc (unless something extremely topical alters my tack… ;-) )

Employing young women

+44 (0)20 7209 1284

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"I was very impressed by Linda's determination to help and the constructive, but persistent, manner in which she identified issues and then tried to resolve them. After recent progress I was again reaching a stage where I seemed to be spinning my wheels, and she has given me fresh impetus to start moving forward again."

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