Day 7. Develop a Marketing Plan
Without marketing, no one will know your business exists –and if customers don't know you're there, you won't make any sales. When your marketing efforts are working, however, and customers are streaming through the door, an effective customer service policy will keep ’em coming back for more. So now it's time to create the plans that will draw customers to your business again and again.
A marketing plan consists of the strategies and devices you're going to use to communicate to your target audience. A customer service plan focuses on your customer's requirements and the ways of filling those requirements. The two work in concert.
Descriptions of your market and its segments, the competition and prospective customers should be in your business plan. This is the start of your marketing plan. Based on this information, you can begin choosing the communication channels to use to get the word out about your business: social media, blogs, email newsletters, Web banners, pay-per-click ads, radio, TV, billboards, direct mail, fliers, print ads and other venues. Then prioritize your tactics and begin with the ones that your research has shown to be the most effective for your audience.
For your customer service plan, think about what it'll take to develop relationships with your customers that can be mutually beneficial for years to come. Since repeat customers are the backbone of every successful business, in your customer service plan, you'll want to outline just how you're going to provide complete customer satisfaction. Consider money-back guarantees, buying incentives, and the resolution of customer complaints. Determine what your customer service policy will say, how you'll train your employees to attend to the needs of your customers and how to reward repeat customers. Remember, this is just the beginning: Your program should evolve as the business grows.
To begin wooing your first customers, it's helpful to create a profile of the end user of your product or service. Now's the time to get in the habit of “talking up” your business — telling everyone you know about it. Ask for referrals from colleagues, suppliers, former employers and other associates. You can improve the quality of your referrals by being specific in your request. For example, an insurance broker developed a successful referral network by asking existing clients if they knew anyone who was “in a two-income professional family with young children,” rather than just asking if they knew anyone who needed insurance.
Consider offering free consultations or an introductory price to first-time buyers. Consider joining forces with a complementary business to get them to help you spread the word about your new venture. For example, a carpet cleaner might offer incentives to a housecleaning service if they'd recommend them to their regular customers. Once you've done work for a few satisfied customers, ask them for a testimonial letter to use in your promotions.
Day 8. Build Your Support Team
Even if you think of yourself as a one-person operation, you'll need a team of support people to help you create a successful business. From contractors and suppliers to advisory board members and employees, each of these individuals can help make or break your new business. Start networking — with friends, family, business associates, the professionals in your life — to widen your network and choose the best people for your team.
Your advisory board can include a mix of professional peers, legal or financial advisors, or mentors. You need to develop a network of advisors whose talents, knowledge, resources and skills can be used to help you handle the demands of your business. Besides providing you with sound advice, the collaborative talents of your team can also help you obtain larger projects and grow with your clients’ needs. Meet with them a few times a year to solicit their professional feedback.
If you need to hire employees, consider interns, students or part-timers as your first-time hires. If you think you won't need permanent employees in the beginning, you can also look into temporary services and independent contractors. If you're planning to hire someone on full-time, however, remember that the employees you hire can make or break your business. While you may be tempted to hire the first person who walks in the door “just to get it over with,” doing so can be a fatal error. A small company just can't afford to carry deadwood on its staff, so start smart by taking time to figure out your staff needs before you begin looking for job candidates.
Day 9. Execute Your Marketing Plan
If you took our advice for Day 7, you've already created a marketing plan designed to help you spread the word about your business. Now's the time to establish your marketing infrastructure. You work against yourself when you're not prepared to respond to opportunities that result from your marketing efforts.
Your Web site, stationery, business cards and marketing materials should be ready for distribution. Set up autoresponders to handle customer email queries. Have a phone system in place that allows customers to easily get in touch with you. Your Web site should offer information on your company and its products and services. Whatever response methods buyers can use to contact you, you should have materials that can be sent via those same media.
Jump into action: Mail a press release to the local media announcing the opening of your business. Do a joint mailing with other complementary businesses to widen your reach. Beat the deadline for your Yellow Pages ad, and talk with your manufacturer about co-op advertising opportunities. Take advantage of all free directory listings. Contribute an article to a trade journal. Send out special offer postcards to prospects. Create a coupon offer. Make a speech at a networking event. Track the results of your devices by asking all respondents how they heard about you.
Whatever you do, don't just sit back and wait for business to fall into your lap. Despite popular opinion, if you build it, they will not just come. You've got to get the word out and keep working your contacts in order to attract customers to your new business.
Day 10. Hang Out Your Shingle and Sell
You've done all the legwork. All your permits and licenses are in hand. Your dedicated business line is set up with a professional voice-mail greeting. You've marked the calendar with a few prospect meetings and networking events. You've got your shelves stocked and even a few projects lined up. Now it's time to open your doors to more opportunities and much success as an entrepreneur.
You'll want to create a sales check list so you have a plan that can serve as a quick reminder of the essentials. Use it as a review before and after each sales call to make sure you cover all the bases. Your sales checklist could include a list of all sales materials, a reminder to research the account and identify the decision makers, and a sales script that covers the key selling points.
Closing a sale is often a matter of overcoming a customer's objections. But first you must identify them. Problems are often opportunities. If you can identify a problem, you can provide real-world solutions and new ideas. Learn how your customers run their business. Learn about their customers, their competition and the obstacles to their success. This kind of sales focus can turn you into an asset. The best sales professionals invest substantial time and energy in positioning themselves as experts in their field.
Keep your energy level high. When you call on a customer with energy and enthusiasm, it means that you believe in your product or service, and are excited about what you have to offer. It's hard to discount the power of our attitudes when it comes to selling. Your customers will appreciate a positive approach more than you realize.
