Business.HealthSufficiency

We decided it would be fun to interview 10 of the smartest marketing gurus
we know, including 7 multi-millionaires, about the best ways to increase
customer and cash flow for just about any business.

What we got were a variety of fresh, innovative ideas — and once you read
them, you will know that they came from a group of folks who have already
made it big in businesses of their own.

The following are the “15 Best” ideas for super charging your business, no
matter what kind of business you are in.

1. “Same-Old” is out — Getting attention with something new is in. To get
new business, you must strive to be innovative and dramatic. For example,
an insurance agency, offered “the biggest steak dinner in town” if it
couldn’t save any person money on their car insurance. This challenge was
enough to make the telephone start ringing off the hook for days at a time.
The customer flow was “absolutely crazy” for days. The bottom line:
dozens of new insurance buyers and tons of new cash flow — and all they
had to do was fork out the cost for a half dozen steak dinners!

2. Tight target marketing. The big job in marketing and sales is getting
to the right people inside another company. Addressing mail to “Facilities
Manager” or printing a “routing slip” on the outside of the envelope is
ineffective. Hitting the target is the challenge. Scoring a bull’s eye means
making contact with the right individuals and is the only way to make the
sale. Taking time to be highly targeted in business communication is
essential.

3. Be more creative. Pushing direct-mail pieces out the door or sending
the newsletter to the mail room isn’t doing the job. Ask yourself: “Will
anyone be intrigued enough to read the mailer–before tossing it in the
wastebasket?” Ask the same question about the company newsletter. A highly
creative approach is necessary to be different and distinctive. Creativity
costs money. But, if more people read the ad, take time with the newsletter
or decide that the offer in a mailer makes sense, you have accomplished the
goal.

4. Focus on what customers care about. After listening to the admissions
director talk about what should be shown in the school’s new recruiting
video, the marketing consultant asked, “Is this what parents and prospective
students are interested in knowing?”Suddenly, everyone became less
confident. Someone suggested asking the student tour guides what questions
the visiting parents and kids asked? Whether creating an ad, a brochure, or
a sales presentation, knowing what the customer wants, needs and expects is
what works.

5. Tell customers how to think about your company. We come to conclusions
by making comparisons. If you don’t let customers and prospects know why it
is in their best interests to do business with you or buy your product, they
won’t. The rating of life insurance companies makes an impact on customers.
The J.D. Powers’ customer-satisfaction survey on cars and personal computer
manufacturers influences buying behavior. Wise companies spend time and
effort consciously influencing the way they are perceived by
customers, prospects, bankers and stockholders.

6. Make your offers outstanding. Customers are cautious. They don’t like
being put on the spot; they don’t want to make a mistake. This is why
offers are essential. “Try it for 30 days…free.” “We won’t deposit your
credit card slip for a month.” “Your satisfaction is guaranteed.” “Take the
car for the weekend and drive it all you want.” The goal is to overcome the
customer’s reluctance.

7. Be in the right place at the right time. “Why didn’t I think of you last
week when we bought the new…” Some salespeople simply shrug off such
comments. “Oh, well. I can’t be in the right place every time.” Wrong. Being
in front of the customer is today’s assignment. Developing a consistent
program for staying in front of customers regularly is the challenge. A mix
of seminars, newsletters, bulletins, fact sheets, special events and
informative articles will keep you in the customers’ minds.

8. Name your product or service. One of the best ways to differentiate
your products or services from all the rest is to give them distinctive
names. A building contractor with expertise in remodelling during off-hours
calls himself the “stealth” remodeler. A fuel oil dealer doesn’t talk about
service–he emphasizes “ComfortCare Service.” The idea is to imbue ordinary
ideas with new meaning thereby separating your company from your
competitors. Make sure, however, that the name appeals to your customers
and not just to you.

9. Be relentless. Persistence is power in marketing and sales. Far too
many firms fail in their efforts because they don’t follow through long
enough to produce proper results. Marketing momentum comes from a
consistent effort. Once you start a newsletter, issue it on schedule. It
takes time for customers to comprehend what you are doing and for prospects
to get acquainted–and comfortable–with a business.

10. Get rid of the self-serving nonsense. Most company publications, ads,
letters, brochures, and other sales materials are filled with words,
photographs and information that do nothing more than toot the company’s
horn. No one cares that the business says it is the “best,” “oldest” or the
“biggest.” Pictures of the staff are only interesting to the staff. A
better approach is to ask prospects what they want to know about your
company. We doubt anyone will be anxious to see pictures of the CEO,
chairman of the board or the executive vice president.

11. Tell them everything you know. Spill the beans, so to speak. Since
today’s customers want information, knowledge and helpful ideas, do
everything you can to share everything you know. This is the only way to
become a valued resource to your customers. When people use your ideas,
they will buy what you sell.

12. Be generous. No one wants to do business with firms operating on a
one-way street. Buy a new car and the dealer hands you a 20-cent plastic
key holder! It sends a message that this dealer doesn’t under-stand his
customers. You may forget the car, but you will never forget the lousy key
ring! Another auto dealer delivers the new car to your office. What a
difference. This dealer sends a powerful message–our customers are
important.

13. Make prospect identification your mission. The single most important
daily activity in any business is prospect identification. By making
prospecting a continuing process, companies produce a steady flow of new
sales leads. They never stop asking, “Who do we want to do business with if
we have the chance?” Then make sure all prospects are entered into a
database so they can be cultivated over a period of time.

14. Scrutinize your corporate identity. Yes, how a company presents itself
makes a difference. Is the logo appropriate? Is it dated? Does it
communicate the right message and the correct image? Is the president the
only one who understands it? What about the company colors? Are they
reminiscent of the late ’50s? Do the letterhead, mailing labels and
business cards convey a strong, positive message? Or, are they dull and
ordinary looking? If you don’t think this is important, your competitors
will be thrilled. Corporate identity is the face you put on your company.

15. Write customer-centered letters. Most business letters have cold,
impersonal words. “As per our conversation…” “Pursuant to our
agreement…” When was the last time you heard anyone talk this way at
lunch (other than perhaps a lawyer)? Yet, give the same executives a pen
and they become stilted. There is no reason why business letters should not
be warm, friendly, conversational, interesting–and customer-centered.
Write as if you were the one reading it. Should a letter end at the bottom
of the first page? Yes, if that’s what it takes to tell the story? But it
may take two, four or six pages. A letter should be as long as necessary
and always interesting to the reader.

Lee Porter, an author and entrepreneur, is dedicated to providing continuing health, personal development and life dynamic education and business development to help people to build health, success and prosperity

Tags: personaldevelopment, business, success, increased sales, innovation,