The shortest distance between you and the business you want is sales, not marketing. Sure, marketing is critical. And yes, marketing and sales go hand in hand. But you market your business for so many other reasons besides sales, and it’s easy to get sidetracked if you don’t have your eyes on the prize.
Five Tips To Help You Stay Focused On The Bottom Line
- Social Media Isn’t Always the Answer
Your social media following might not be your ideal audience. Say, for instance, that you’re selling home stairlifts. Instagram probably won’t be the right place to advertise to your prospective customers because the platform doesn’t fit your demographic. If your social following isn’t buying from you, don’t waste a lot of time there.
- Know Your Customers
Speaking of where customers tend to congregate… think about your ideal client. Where do they spend their time, both online and in the real world? The better you know your customer, the easier it is to sell to them. Think about your ideal client and develop detailed customer personas so you can meet them on their own turf.
- The Personal Touch
Never underestimate the power of in-person relationships. Even in this increasingly techy world, relationships are the bedrock of business. Though you might be used to Zoom meetings, showing up in person (when it’s safe, of course) will strengthen that bond in a way that video and social can’t.
- Introductory Pricing
Even if you’re worth it, it’s hard for a new business to succeed when you’re already at the top of the market. When I first started, I wasn’t the most expensive option out there; not even close. As I became more established, I raised my prices to where they deserved to be. My clients were exceedingly happy with my work, so most didn’t hesitate—the ones that didn’t, I chalked up to a learning experience.
- Ask for Referrals
Happy customers are your best resource for new business. Offer a referral incentive program that gives them a free upgrade or a percentage off their next order. Or, while they’re singing your praises, don’t be afraid to ask them if they know anyone who would benefit from what you have to offer.
