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Make it easy for people to contact you. Simple but forgotten way too often: Include your business’ name, address, phone number and Web address on every single piece of collateral that comes out your doors.
- Offer loyalty programs. Reward clients for their loyalty and give more than just a percentage off. Offer free consultations, free trial-size, free estimate, two-for-one offers and the like to make them feel really appreciated and want stick it out with you, especially if you don’t offer the lowest price.
- Think globally. Position your company as a market leader serving clients nationally or even worldwide to reach potential clients who are out-of-market.
- Make your Web site’s “About Us” page interesting and personal. Most women check the About Us page, and are more inclined to do business with a company they feel a connection with. Write in the first person, tell about your hobbies or show a photo of your children – customers will feel a connection before they even meet you.
- Read blogs written by leaders of your industry. Comment. It will encourage others to recognize (and maybe even Google your name) and generate awareness around your brand.
- Ask your clients what they would like to see from you. Opinions from those who actually use your product or service are the most valuable ones you can get.
- Get personal. Clients like to feel important, elite, respected. Research their industry and give them tips. Ask about their families and follow up at your next meeting (i.e. Did your family enjoy your trip to New York last week?)
- Avoid focusing on short-term earnings. In this market, it’s more important to focus on building trust, staying in front of potential clients and providing superior service.
- Write copy for one person. As you write any sales message, visualize you're writing to one person instead of to a large group of people. This will help you write in a less formal and more personal style, which is more likely to attract people.
- Say thank you. Customers need to be thanked, so go above and beyond to do so every chance you get. Spend an afternoon making personal calls to say thank you, end every phone conversation by saying, “We appreciate your business” and send a thank you note after each and every meeting with a potential client. Your efforts will go a long way.
- Use testimonials. Include testimonials from actual clients on your Web site and other marketing collateral. It’s one of the most powerful and cost-effective sales tools you have.
1. Innovate.
Many great ideas and business ventures were born during tough economic times, because companies are forced to think harder and be more creative in order to sell. Take this time to create a new and exciting product or service, work on ways to make your office more economically-friendly or ways to reach out to previously untouched potential customers that would lead to great progress and profits.
2. Increase marketing.
All too often, marketing budgets are the first to be axed; which is all the more reason why you should continue yours. Expand your presence and gain market share by forging ahead with marketing efforts during the time when your competition is cutting back. Doing this will help you pull in new customers, as they start to notice you – the one who stays in front of them during the tough times.
According to A series of six studies conducted by the research firm of Meldrum & Fewsmith showed conclusively that advertising aggressively during recessions not only increases sales but increases profits and market share. This fact has held true for all post-World War II recessions studied by American Business Press.
3. Recruit the best.
Use your down time to focus on finding the best talent available. Focusing on recruiting strong employees now ensures you’ll be ready to return with a vengeance when the market rebounds.
4. Make things happen.
Now is the perfect time to make that big dream a reality. With more people fearful to take action, the rewards and recognition will be greater for those who do. Write that book, put that office policy into place, establish a non-profit arm of your current business. Now is the time when hard work and a strong work ethic will really shine.
5. Refuse to participate in a recession.
Don’t throw up your hands. Focus on ways to grow your business and stay positive. The market will rebound and when it does, those businesses that charged ahead, created innovative new products or services and remained active and visible in the marketplace will thrive.
1. Due to the significant drop in advertising dollars during the current economic state, print media (and all media for that matter) are cutting ad rates to rock bottom. For businesses that normally don’t have funds to buy ad space during the fourth quarter, these dramatically-reduced prices provide the opportunity to make a splash.
2. Now is the best time to market your business. Since competitors just aren’t out there, advertising now will ensure marketplace visibility – and when the economy does turn around, you’ll be remembered and recognized, and maybe the only business left standing.
3. According to the Newspaper Association of America, 67 percent of people who research products and services after seeing an advertisement in the newspaper use the Internet to find more information, and nearly 70 percent actually make a purchase following their additional research. (This also means that a strong Web presence is important in purchase decision making).
Think ahead.
Female shoppers should be of particular interest right now because they are more likely than males to do their holiday shopping early. Last year, according to a Mediamark Research survey, more than one-third of respondents began their holiday shopping before Thanksgiving, and did most of their shopping in the weeks immediately following the late November holiday.
Using coupons and taking advantage of sales and incentives during December makes it easier for women to spend, as their purchases are more justifiable if they’re on sale. In an October 2008 survey conducted by SheSpeaks, a national online network of women, 67 percent of women reported “using more coupons” as their strategy for spending less money this holiday season.
Keep your Web site up-to-date with your latest products, pricing and promotions.
The Internet will be a key tool for saving money this holiday shopping season, according to U.S. online females surveyed in October 2008 by SheSpeaks. More than two-thirds of respondents said they would try to use more coupons and coupon codes this year, and just as many said they would spend more time online looking for bargains.
Make shopping personal.
Offer special incentives to past or current customers and women already on your contact list to build brand loyalty and encourage them to buy. Everyone likes a good deal, especially if the deal is only available to an “elite” group.
“Brands and retailers really stand to benefit from making women feel like they have access to a unique offer,” said Aliza Freud, CEO of SheSpeaks. “This year it is especially important for marketers to engage women using direct marketing that gives them a personal incentive to shop.”
What percentage of e-mail users unsubscribe when e-blast content doesn’t interest them?
A recent Jupiter Research study found 53 percent of e-mail users said they unsubscribe when the content doesn’t interest them.
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