Small Business, Smart Marketing, Big Results

By Brian Borger, SBDC Counselor, Highland Community College

Headlines today state that consumers are more reluctant to spend their hard-earned dollars and that the number of people losing their jobs may be increasing. Consumers will be spending money more wisely, and small business owners need to be prepared. One of the first actions that many small business owners will take is to reduce spending, and many times marketing will be the first expense to go.

Marketing comes in many forms including advertising, often in the paper or on the radio. Today though we are going to begin with another form of marketing; we will be reviewing customer service. Do you thank your customers each time they come in whether they buy from you or not, and do you invite them back again? It's a simple task but one that some forget, and what does it cost? Do you return your phone calls promptly? How about an answering machine to capture after-hours calls? Does your recorded message provide basic information like your location and hours of operation?

When your customers come in, does your staff offer assistance, or do they stand behind the counter? Does your staff talk on their cell phone or text message while waiting on a customer? It happens. When was the last time you made a surprise visit to your business during the hours you don't normally work? Are friends of your employees hanging around?

What is your return policy and how does it affect your sales? Does it encourage people to take a chance, or are they scared they will be stuck? Are your hours convenient for your customers? Are you open when you say you will be open, and do you treat the customer five minutes before closing with the same enthusiasm as the first customer of the day? It's time to treat others as you would like to be treated, and as a result, build loyalty and repeat business.

When was the last time you had an open house? Are you a member of the local Chamber and do you participate in their events? Do you volunteer back to the community with time or with gifts when it makes sense? Are you connected to the community? Developing ways for you and your business to become a name that people recognize will result in sales. Never assume that everyone knows you exist. How can people spend money with you if your business isn't on their mind? When people make a buying decision, you want to be one of their top three choices; you still may not get the sale, but at least you were in the running.

Advertising is critical to any business. Matching potential sales to dollars spent is an equation that deserves your full attention, and there are many professionals who can assist you with those decisions. Develop ways to track results from your ads and use that information as you make future purchases. Have you thought about using testimonials in your advertising? There is no one better to tell your story than a satisfied customer.

Other ways to consider advertising might include a memorable phone number that people will easily learn. This same thought applies to your website and email address. Create a direct mail list or hire students to drop flyers door to door in targeted markets. How about making a moving billboard by putting vinyl signage or magnetic signs on your vehicle? Vanity automobile license plates are also a way to get your message out. Depending on what you're selling or the service you are providing, sometimes classified ads can be an effective tool for you, too.

Do all of your outside signage and lights work? Is the trash picked up, the snow shoveled, and is your location well lit and inviting to your customers? Have you considered offering a sweepstakes or contest? Contests can be a great way to generate traffic into your business.

When was the last time you really took a look at what your competition is doing? Have you gone to neighboring towns with like businesses to see what they are doing? It may also be time to compare price. Are you able to give discounts to frequent customers?

How about your business cards? How many business cards are in the box in your desk and when was the last time you ordered them? If you can't remember when the order was placed, then you probably aren't handing enough out. They don't do any good in the desk.

If you do direct mail, try an oversized envelope or an envelope that is a different color, anything to draw attention to your mail. If it's a special offer or free offer, print a teaser on the outside of the envelope to catch the eye of your customer.

After your morning cup of coffee, start the day with two calls to potential customers or to current customers thanking them for their business. Consider extending hours of operation and think about the convenience of your customer. Create a website to give customers a source for additional information or to place orders. Your business that once was dependent on foot traffic can now be open to the world on the World Wide Web.

Now is the time to get busy on marketing your business. Not every idea takes money, but all ideas take time and energy. Whether you take some of the ideas presented here or have some of your own, market wisely. Tomorrow may be too late.

The Small Business Development Center (SBDC) is partially funded by the U.S. Small Business Administration in partnership with the Illinois Department of Commerce and Economic Opportunity, Sauk Valley Community College, and Highland Community College. All SBA programs are extended to the public on a nondiscriminatory basis. The SBDC at Highland Community College is available to help want-to-be entrepreneurs and existing business owners. Call 815-599-3654 to set up an appointment or you can email your questions to brian.borger@highland.edu.

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