January 2008 

SOLID OAK CONSULTING      SERVICES      RESOURCES       CONTACT
 
Logo

Tom Long, President
Solid Oak Consulting

 
Marketing: Get Back to Basics
 The beginning of each year holds so much promise and potential. So, while you are still feeling that rekindled energy and optimism, I want you to carefully consider how you market your business.

Last year, we reviewed a few marketing principles such as reaching the decision-maker, marketing benefits and target imagemarkets. This month, I'd like to get back to basics. Let's start with what marketing is in the first place. Marketing is everything you do to promote your product or service. Many people think of marketing as being synonymous with advertising – newspaper ads or mass mailings. But, there are other ways that you can promote, and thus market, your business.

Ask yourself: How do the day-to-day operations of my business promote my business? For example, how does the receptionist answer the phone? What do my invoices look like? How does the staff dress? Is our office clean? These are all ways that you can promote – or if ignored, hurt – your business. A great marketing campaign may attract new customers, but once they encounter a rude receptionist or a dirty office, you are deflating all of your marketing efforts from the beginning.

In 2008, make sure you look at your marketing in a more comprehensive way – not only what you do to bring in new business but also what you do to keep your clients.

Follow-Up on Your Follow-Ups Many people resolve to improve their "follow-up" as part of their New Year's resolutions. They vow to communicate more with those people who express interest in their product or service, or to touch base more with their current clients. Unfortunately, a task like following-up requires a commitment and definite effort from people. Successful and effective follow-up is just not that easy to do. There is always the possibility of failure or hearing an undesirable response from a client or prospect, so it's one of those tasks that tends to get put off.

But, this is one area where persistence pays off. Follow-up is crucial to the growth of every business - not only for bringing in new clients but for keeping your existing clients. Guerrilla marketing preaches the importance of customer and prospect follow-up as being one of the basics of successful business.

Even though it's tough to do, I hope you make a commitment to follow-up with your prospects and existing clients in the New Year. Try to develop a standardized process to ensure you will follow-up with people on a consistent and timely basis. This is one resolution you will be happy you kept.

It's Time to Network Speaking of communication, don’t allow yourself to be trapped in your office. Get out from behind your desk! Talk to your managers, employees, fellow professionals, existing clients and new clients. Resolve to expand your business and social circles in the upcoming year by including regular networking time in your schedule.

  • Join a networking group or two.
  • Attend a training conference.
  • Network in social settings.
  • Set aside a few minutes each day to strengthen and expand your network.
For more information on networking, visit my Smart Business Matters newsletter at www.solidoakconsulting.com.


Solid Oak Presents ... In addition to teaching and coaching, Solid Oak Consulting also gives presentations to business groups on important business subjects. Topics include:
  • Are your employees preventing company growth?
  • The biggest mistake a business owner may make
  • Why small businesses fail
  • Developing your elevator speech
  • So, you want to be an independent consultant
For more information on these presentations, please visit the publications page at www.solidoakconsulting.com.
Helping Your Acorn Business Grow Into A Solid Oak™