Improving your Marketing and Sales in an Economic Downturn

Tough times don’t last, but tough people do.  It’s time for you to get out there in front of the clients, solidifying and building on existing relationships. 

Keep moving ahead with developing your busines.  Each of us needs to reinvent our business in order to survive as we succeed as many of us see our business shrink to virtually nothing.  It’s time to start thinking outside the box and identify where your strengths lie and going for it.     

1. Network, network and more networking

Networking is the fuel that drives your business and brings sales.  People like to do business with people that they know, like and trust.  Networking is a great way to get to know more people, get them to like you and show them that they can trust you by helping them with their needs. 

You should make it a point to network two times a week – attend weekly groups, mixers, volunteer, social activities (sports, cooking, book clubs, boating, parenting groups, etc)   I know that might sound overwhelming to some, but it’s important to not make excuses and make time and there are groups that meet early in the morning, before breakfast, lunch, after work, in the evening or on the weekend. 

The more people that you know, the more that you can get them to like you and show you that you can trust them with their needs.

2.  Sell your strengths: 

You can’t be the best at everything, you need to find the things that your really good at and expand on it.  You need to sell those strengths against your competition to gain the sale. 

 3.  Give it away:

Advertise the things that cost little or nothing or special services that you already do.  For example if you’re a caterer give dinner mints, special sauces with your breads, improve your food displays, offer a free signature beverage, a coffee bar, a chocolate fountain or inexpensive center pieces or décor.

4.  Become a Power Negotiator.

Learn to negotiate with your potential client and your vendors.  Currently your rental companies such as your rental companies have inventory such as beautiful linens, décor and serving pieces that aren’t being used.  Negotiate with your vendors to create a win/win situation for your clients.  Ask your vendors to upgrade your order for your client; you will come out looking like a hero.  Remember to take photos as well, upscale photos help sell your company.    

5.  Improve your Search Engine Optimization (SEO). 

Work with a web designer or SEO to find new or creative ways to generate more search hits.     

6. How do you communicate with your customers?

Look at how you communicate when you correspond with customers or potential customers.  Do you communicate in a timely manner?  Are you communications easy to understand?  I’m in the process of getting a logo created and I started this over a month ago.  First, I asked a college from college who is a graphic designer.  I sent over notes and didn’t hear anything for 2 days.  I emailed and texted them to see if they had gotten the information.  They responded that they would call me back the next day.  Four phone calls and two weeks later I get a response from them.  They send a bid for $350 which I didn’t have an issue with.  I called two days later and still no response.  A week after that, I decided to go with another graphic designer who took four days from the time I found them and surprisingly they where ½ the cost of the other person.  I was going to go with the higher cost person, but they didn’t call back to me.  So my advise to you is follow up, follow up, follow up.    

7.  Build your online marketing presence.

The web is the new marketing tool of choice for the young and savvy business owners.  Social media isn’t dying anytime soon; learn to use tools such as Facebook, LinkedIn, and Twitter. 

All of these things might seem overwhelming.  There is barely enough time or money to run the business right now, but these tips won’t cost you very much to implement and you can take one item at a time each week.  The goal is to survive these hard times by being tough and going the extra mile to improve your sales.  Then when times are better in the industry, you will be ahead of your competition and ready to thrive.