Small Business Marketing - Sometimes It s the Little Things That Create a Successful Small Business
Marketing success is as much about perception and image as it is about choosing the right marketing tools and methods to use.
Direct mail, referrals, logo and stationery, websites and brochures are all great and necessary tools to help you market your small business. But, sometimes it's the little things make all the difference in the world when it comes to the success of your small business.
Projecting the Proper Perception of Success
People's perceptions tend to become their reality. It's very common to overlook the little things, but they can make all of the difference. Take for example:
Saying to prospects or clients things like, "My week is wide open", "I can fit you in whenever", "This is a slow time of year for me" or something similar.
This sends a message to your prospects and clients. Why aren't you busy? Is it because you can't attract clients? If you really are as good at what you do as you say you are, wouldn't you be swamped with work?
Never communicate to a client or prospect that you have too much time on your hands. When booking appointments offer two choices, not all day or all week. Watch what you say about the client load you currently have.
Discounting your price or charging very little for your services because you don't think you can charge more...or you feel like you aren't worth more.
This sends a message that makes prospects think, Why do you charge so little? Is it because you don't value your work? Will I really get something cheap?
At the bare minimum, charge what others in your industry charge. A better strategy is to charge based on the value you provide your clients. Don't set out to be the cheapest provider there is just to scoop up a lot of business. Nine times out of ten, cheap pricing will backfire on you.
Looking like or acting like you need business. Never ever look like you need business or clients. Always give the impression that you're booked, busy and sought after. Even if you're not. This isn't to lie or be manipulative. It's to give the image that you're successful. Remember, people's perception tends to become their reality. So if you don't feel like your successful, no one else will either.
If you don't have clients and are panicked about it, share that with a spouse or close friend. Never, ever let prospects or clients know this. No one wants to do business with a needy person. We all want to work with someone who is successful. You must communicate success to your clients and prospects.
Keep A Close Eye On The Little Things, They Make A World Of Difference!
Little things are powerful. If you can't seem to attract clients no matter how hard you try, take a fine-toothed comb and look at all of the little, seemingly insignificant details.
The way you answer the phone, the way you shake hands, the way you thank someone, the way your office looks, all of these little items send messages to your prospects.
You need to constantly put yourself in the position of your prospects. Ask yourself "Would I like this?", "Would I be comfortable with this?", "Does this make a good impression?", "Do I feel good with this?"
Think and ask yourself, "If I were going to hire someone for this service (yours) would I hire me if I walked into this office and was treated the way I treat people?" If yes, fantastic, keep repeating the successful impression you have built. If no, change things, improve things, immediately! Make sure the little things aren't sabotaging you.
Little things can come in many forms: A hand-written note thanking a client for doing business with you. Going above and beyond the call of duty to satisfy a client. A small gift at the holidays to say you appreciate a client.
In your quest to find the right target market, the right tools to use in your marketing and the perfect way to present your services, don't overlook the little things.
You will be very surprised just how big of a difference little things can make in the success or failure of your small business.