Combine price and quality to attract customers

While visiting Nottingham we decided to go for a Chinese meal. Just down from our hotel was an restaurant called ‘Big Wok’, which looked enticing at £10 for all you could eat.

Now normally these ‘pile it high and sell it cheap’ establishments skimp on quality for the sake of price, but we were pleasantly surprised. For the nominal price you could go up several times with your plate to a buffet section in the middle of the restaurant to help yourself to a variety of well presented Chinese food. And that also included a ’sweet’ section for afters.

So how did they make their money, being so cheap yet good quality? Well, they probably made a bit on the drinks, which were not included in the main price, and the place was absolutely buzzing, with all the tables occupied. We worked out that at least 200 people at £10 a head per weekday (and more at the weekends) would soon result in very respectable profits, certainly compared to other places that charged more but had less covers each night.

I had seen this phenomenon around the corner at a local restaurant chain which offered main courses for as little as £5, but then you knew they were making up for it on the drinks and other courses. They were also packed during prime hours, being a very popular haunt for taking the family out for Sunday lunch.

What’s the verdict on this? Can you afford to reduce your prices down during this economic downturn to get the punters in? If what you offer continues to be exceptional value, not tainted or reduced in quality to accommodate the cheaper prices, then you will maintain your status and keep your clientelle who will stand by and support you, and will still be there once everything starts to improve.

Both these businesses are working on their customers’ greed, understanding the state of their wallets, and providing a solution which is plentiful food at very good prices in convenient surroundings at suitable times.

Now – can your company adapt to this mind-set? Hmmm, not all of us are in such a position to accommodate this practice, but we can all be aware that offering a few good quality products at low prices can act as a lost-leader towards gaining more in up-selling or by increasing the ‘bums on seats’ capacity. Both seem to win in the end.

3 ways to successfully market your messages

OK, without the multi-million pound marketing budgets the big corporates have, how can SMEs compete? But you can accomplish it just as well within your sphere by using these three simple, common sense marketing techniques that needn’t cost the earth.

First, make your messages regular, repetitive and always upbeat. There are plenty of ways to achieve this: blogging is just one of them, and now with the rise of social networking, Twitter in particular, there are other media where we can bombard our followers (or potential customers) with carefully constructed marketing messages frequently posted to gain maximum effect.

The good thing about Twitter is that is you only use 140 characters (or 120 to leave enough room for, hopefully, retweets) so you have to think about what you are going to say before submitting it. This is a very good practice all marketers should adhere to. The same should apply when posting on your blog, or playing with Facebook, LinkedIn and other social networking sites: keep it short, sharp and sweet, making it obvious what you’re talking about from the beginning, and be appropriate, relevant and newsworthy.

Second, turn your marketing around so you don’t mention the product or service directly, but how it will affect the customer, how they will feel, who it will change their lives for the better, what impact it will have. This is a concept most successful businesses employ, and it works! Customers aren’t interested in your product, they only care how it will affect them: will they get their money’s worth, will they look good, feel good, be the envy of their friends, raise their social status or whatever?

Third, be consistent with your marketing messages by creating a routine. OK, this is difficult for SMEs who may not have enough personnel to spend time on this, but try and make it part of your 40% a week marketing activities; I’m sure you can slot in a few tweets and calendarise a blog post now and again? It will pay dividends, as large successful businesses promote their new products at least 27 times, in the hope that their customers will see it between 7 and 9 times.

Frequent marketing tactics will eventually sink in: this is all part of building your relationships with your customers (which is what marketing is all about), either for immediate effect but definitely for the future. Remember, you don’t want them to forget you, or be seduced away by your competitors, do you?

Should you blog, tweet or start an e-newsletter?

Guest blog by LisaMarie Dias, e-newsletter diva

As a designer of e-marketing materials, people will often ask “Should I blog, tweet or start an e-newsletter?” While the question is usually posed as ‘which one’, I will often answer “Yes” in an attempt to help them re-frame the query. There are valid reasons to start any one of these and in my opinion, often very good reasons to have all three!

First and foremost, you need to be very clear about the message you are trying to share. The mode of transport – and that is all that these choices are, different modes of transport for getting your info out into the world – depends on what, exactly, you want to say and to whom.  Are you selling a product to a new customer or disseminating information to establish your expertise?  Are you speaking to someone that knows of you and your product or are you introducing yourself?  Once you clarify the message and the recipient, it will usually be easier to determine how to share it.

Each mode is best suited for a different type of message with some working well in multiple situations.  An e-newsletter gives you the time to introduce yourself and to provide detailed information.  It also allows you to define your ‘tone’ and to post upcoming events. But it is not a good medium for sharing time sensitive information or for last minute reminders.  Blog posts are excellent for distributing daily and timely comments, insights and musings but work best when they are sent to someone that already knows you. The same goes for tweets.  They are the perfect way to stay on someone’s radar with quick observations, retorts and reminders but only when received by someone that is ‘following’ you.  They are not a very good vehicle for introduction and certainly not for explanation.

One client, a financial planner, offers a tremendous amount of timely and valuable financial information and advice each month complete with references, charts and foot notes.  This is obviously not a message suited to a blog post or ‘tweet’.  His e-newsletter offers the space and time to deliver this information properly.  Blog posts are a great way to define your tone and to grow your following.  By posting frequently, people get a feel of who you are and over time, you can build a level of trust.  This same client might blog about the daily ups and downs in the market as well. It would not necessary conflict with the e-newsletter and, if done well, could certainly support it. And I suppose he could tweet too, though I am not sure if financial advice via tweet is in anyone’s best interests. My point is that these modes are not mutually exclusive.

Sometimes I will hear the question, “I have a blog and I am active on Twitter, do I need an e-newsletter/ e-zine as well? “

I believe that, if you have the stamina – and do not underestimate the amount of time and effort each of these endeavors will require – it is often best to combine all three modes, using e-newsletters to introduce yourself and define your area of expertise, blog posts to build on that expertise and tweets to ensure that you are on your reader’s radar.

Promoting an event is a great opportunity to use the strengths of all three modes.  An e-newsletter calendar, posted regularly, makes someone aware of the event and allows them to register and plan to attend. A blog post can then be used to discuss the event and build anticipation followed by a ‘tweet’ to remind them when the date arrives.  Working together, in a coordinated timeline, these three tools will increase the likelihood of having your message received and in this case, ensure event attendance.

Pick the format that works best for your message.  Or better yet, try all three. This is not an ‘either – or’ proposition.  They are all useful tools which should be created and designed to work together to ensure that your message is broadcast and shared.

LisaMarie Dias works with people to create dynamic online marketing materials using Constant Contact.  She offers individual and group classes for those that are interested in doing it themselves and full packages for businesses that want it all done for them.  Give her a call and let her help you get your message online and into your client’s in-box!

How to use your customers to promote your business

Customers are extremely important to your business, where would it be without them? This may sound obvious, but there are some businesses that trundle along taking no notice of this vital element.

When analysing a business promotion, take notice of to whom they are talking to. Who is the main objective in their marketing message? Who is placed at the top of their advertising? Who are they describing when they talk about their services or products? Who is first, the company or the customer?

Humans are naturally self-centred; it’s in our nature to look after ‘number one’. But for business purposes this needs to be turned on its head: you need to think about who you are selling to, rather than banging on about how great you are. Customers don’t give a tinker’s toot about your business, they only care about what’s in it for them. How are they going to benefit from your product or services? Will their lives be improved, and by how much? Will they get value for money?

This concept should be prevalent in all your visual marketing: website, promotional literature, advertising, shop front, merchandise, networking: pitch, presentation and social on-line, sales patter with your customers – in fact any visual outlet of your company. The customer always comes first, as it is they you are promoting to, and it is they who will ultimately buy.

Another factor to take notice of is time. Don’t go mad trying to explain everything, especially if it’s really dull stuff about your company. The 21st century is a fast moving world; customers won’t (or even can’t) spend time reading cluttered and over-long descriptions; they usually make split-second decisions and can be very cruel if it doesn’t match their requirements.

For example, visitors to your website usually spend up to eight seconds to make up their mind whether it the right one, what they can do (go further in, click on something, sign up for a newsletter or download a free report) or just decide to disappear. Your leaflets have even less time to make an impression as to whether they are picked up or discarded: is this relevant to me, does it have the information I want, do I understand all of it, what’s in it for me, who do I contact to find out more?

OK, customers are self-centred, but they are also greedy. You may have got an idea of this from the website reference above. If there is something they can get for nothing, they will have it. Take advantage, and offer an exchange of their details in return for something they want, is of value, is relevant and will benefit them. You now have their details in a secure database for future communication; they are now at your mercy to be promoted at! And customers like being kept in touch, especially if they will have first hand knowledge of any new promotions and can benefit from early-bird discounts!

Use your customers’ opinions, comments and feedback. Write a questionnaire to find out more about their wants and needs. Encourage them to respond to your blog posts, tweets, social networking walls, on-line articles, events and workshops, teleseminars or whatever, and use this incredible source of information to find out how you can make your business even better for them. If customers feel they are appreciated, empathised with, understood and you are willing to adapt for their gain, then they will come back for more, tell their friends, spread the news and even provide testimonials and references (I have a great referral postcard designed specifically for this).

Create your unique selling proposition

Guest blog post by Jessica Swanson of Shoestring Marketing

In order to succeed in your small business, you simply cannot be like everyone else; you need to stand apart from the crowd. Always keep in mind that you don’t want to be ‘just another fish in the sea’. You want to be the biggest, brightest and fastest fish in the sea!

So how do you accomplish this? You create a Unique Selling Proposition (USP). A USP differentiates you from your competition and gets you noticed.

Here are a few examples of companies with clear, concise and memorable USP’s:

Head and Shoulders: We get rid of dandruff

Dominos Pizza: Pizza in 30 minutes or less – or it’s FREE

FedEx: When your package positively, absolutely has to get there overnight.

M & M’s: The milk chocolate melts in your mouth not in your hands

Olay: For younger looking skin

In order to be effective, your USP must contain the following three components:

1) You must offer your customers a specific benefit (if you buy this product, you will receive this benefit).

2) Your offer must be unique and different than your competition.

3) Your offer must be compelling enough to pull in new customers.

Once you create a USP that truly stands out, you will find prospects and customers lining up at your door! With all of the competition out there, you must find a way to make yourself unique.

Use The Following 7-Step Formula To Create Your USP:

Step 1: Describe the Benefits of Doing Business With YOU

Describe 3 benefits that customers will receive by doing business with you. The reality of the situation is that your customer doesn’t care if you offer the best quality, service, or price.  These are simply features of your business or service.

Your customer only cares what your business can do for him/her. For instance, will the customer be happier, healthier, wealthier, or smarter if they use your product or services? 

Take some time to write down three benefits that your business/ service offers to your customer/client.

Step 2: How Are You Unique?

Remember, you MUST offer your customer something that others DO NOT offer him/her. Basically, your USP separates you from the competition so that the prospect feels that clearly the best option is to do business with you (as opposed to your competition).

Write the different ways in which you can differentiate yourself from your competition. What unique qualities, attributes or skills do you have to offer?

Step 3: What Problem Can You Solve?

At this very moment, there are numerous problems in your industry that customers would like to see solved.
•    How to write great ad-copy
•    How to reduce your mortgage
•    How to train your dog in 7 days or less
•    How to find a date in 30 days
•    How to find inexpensive health insurance
•    How to find leads…
Obviously, the possibilities are endless!

Start by identifying pressing problems that exist in your particular industry. Brainstorm various ways that you could help solve or alleviate these problems.

There are always ways that you can help solve your customers’ problems, you just need to be creative. However, always make sure that you can deliver on your promises!

Step 4: Be Specific And Offer Proof:

Do not simply proclaim that you are “the best.” This means virtually nothing to your customers. Remember, people in today’s world are often skeptical and need specific examples and proof that you can fulfill your promises.

Tell your prospects exactly what they can expect by doing business with you. Do not be vague or ambiguous. The more precise and accurate you are, the more your prospects will trust you.
In addition, you should also offer testimonials from satisfied customers. This is important proof that helps your prospects believe that you will deliver on your promises.

Step 5: Use Your USP In ALL Of Your Marketing Materials:

Variations of your USP should be included in ALL or your marketing materials such as:
•    Advertising and sales copy headlines
•    Business cards, brochures, flyers, and signs
•    Your “elevator pitch”, phone, and sales script
•    Letterhead, letters, and postcards
•    Landing Pages and Websites
•    Newsletters and Ezines
•    Social Networking Sites and Other Internet Marketing Efforts

Final Step: Write Your USP!

After going through some of the above steps, take some time to write out a USP for yourself that you will use in conjunction with your business. Your USP should be clear and concise. You want your prospects to see the benefits and unique qualities that you have to offer so that they feel compelled to do business with you!

Once you discover your Unique Selling Proposition, your business will never be the same!

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Jessica Swanson, ‘The Shoestring Marketer’, has helped entrepreneurs, all over the world, explode their businesses using cutting-edge, proven, NO-COST internet marketing strategies. To receive your FREE Marketing Kit,  which has helped thousands of entrepreneurs, just like you, learn the exact techniques for marketing their businesses for NO-COST, visit: http://www.ShoestringMarketingKit.com

Adapt your products, not your customers

In these difficult times, it isn’t easy to get your customers to keep on buying. So you must change for the better.

First, analyse the product that sells the best. Find out why, which attributes are so popular, what aspect appeals to encourage a sale, and how does this product benefit your customers, what value is it to them and what is it that they want the most.

Once this has been accomplished, whether by going through your records, doing research, collecting questionnaires or whatever, then you must adapt your other products to suit. Obviously your popular product is selling, so the others must gain similar attributes to do the same.

Another tip: you could use your most successful product as bait to get your customers across your threshold. Once captured, you are then in a better position to educate, offer, seduce, cajole your customers into becoming aware of what else you have to sell, it all depends on your patter, the value of your products and any savings that can be made.

If your product isn’t doing terribly well, look at your competition. What are they doing right? Or are they really, and can you do better? Consider the environment, season, economics, trends, news that could influence either the way your customers are thinking or how your product can be adapted. Try and keep one step ahead.

And what about all those potential customers, those who are interested but are not yet ready to buy? Do you have a way of capturing their details by offering them something irristible that they cannot do without, yet practically costs you nothing? By investing in warm contacts you can educate, offer, seduce, cajole (again) this new customer source for a future sale; they will be the first to know of any new products that you have developed that ‘just hit the spot’, and sales can be encouraged using the ‘early bird catches the worm’ syndrome to guarantee more sales then ever before…

Did you like what you read? What to know more? Than sign up to my newsletter to keep in the loop.

Do you want to buy from me? No thanks, I don’t know you.

A sales rep rang me up today (just as I was about to go out to a networking meeting) and tried to sell me her income protection plan. Apart from not being in a very receptive frame of mind, I was irritated that she tried to pin me down to a time, first before Christmas and then in the New Year, so she could come to my ‘offices’ to continue her sale. When I asked if she had any literature she could send me, the answer was in the negative, but she did have a website.

After I had finally fobbed her off and put down the ‘phone, I wondered why I was so irritated. Of course, she had gone straight into ’sell’ mode and had by-passed the ‘marketing’ part. I suppose a sales person thinks they can win a sale if they can get an ‘interview’ with you, and I was further annoyed because she kept saying ‘well, I will only spend 15 minutes of your time’ – oh, yeah, and was I born yesterday?

If you want to achieve in business, it’s best to go through the correct methods: introduction resulting in attraction of you and your business; marketing to form a relationship and to educate them about your services or product; then the sales patter to influence a positive reaction to purchasing what you have to offer; and finally money exchanging hands with completion of sale.

This method may take a little longer, but the results are more positive and long-lasting, and may influence word-of-mouth referrals to other potential customers. Also marketing can educate your prospectives into other products or services you can offer, and you can learn by marketing research exactly what is needed and wanted, thereby improving your business accordingly.

I feel sorry for sales reps, because sometimes they’re banging their heads against a brick wall. Of course they will have successes, because of the nature of their patter, or the product or service they offer is presented to the right person at the right time, but is this ’sell’ method more profitable? How many ‘no thanks’ do they get against ‘yes please’?  If their company allowed more time for it to be properly marketed, budget depending, the outcome would be less stressful and demoralising, would have longer-term prospects, would allow itself to adapt and reform to become a better business to survive the future, and would result in larger sales from a wider audience with far less hassle.