Watering the Seeds of the Small Business

For most of us, “April Showers Bring May Flowers” -- or maybe not.  We know that in most parts of the country, it usually rains quite a bit during the month of April.  If we have planned carefully – planted seeds or bulbs, early or late last year, and if our green thumbs serve us correctly – we know we most likely will see flowers bloom in May and early June.  Now -- let’s take that same concept and apply it to our home-based business. 

Did we sow enough "business" seeds in late fall and early winter?  Did we make phone calls, advertise like crazy, tell everyone we know and anyone we thought we knew, what our business has to offer and why it is so unique?  Did we approach strangers, create mailing campaigns, did we try anything new or at the very least, look at what did not work and go back to the drawing board?  For most of us, the answer will be a resounding “No!” to many of these questions.

            Since April showers represent a time of cleansing, renewal and growth, let’s use this time (a/k/a the beginning of the 2^nd Quarter) to re-invent and re-launch our business.  In the words of one of my favorite ministers, we “must use everything we've got” to get what we want.  Forget about what did not work yesterday, what you were afraid to do or why you think it would not work.  We are embarking on a new journey here!

            However, before reading the rest of this post, make sure you have a pad and pen to write down anything and everything that you might want to do that could possibly "catapult" your business to the next level.  You will need several hours of uninterrupted time to pull this off so make sure your are completely “all in” before we get started.  Following is a list of “Just 5 Things” we will be working on together to help get the phones ringing and the mailboxes (regular and e-mail) filled with new business!  We’re doing this as a team so let’s stay focused. 

            1.         Re-Vamp or Create a NEW Client List.  Target your audience (i.e., law offices, medical offices, day care providers, etc.) and come up with at least 30 businesses or business individuals "every month".  This will average out to about seven (7.5)  potential clients per week or one (1.67) business contacts per day (including weekends).   The idea is to spread the word about your unique products and/or services to as many businesses and individuals as possible.  The ultimate goal here is to mail every marketing piece by the end of each month!  Remember to be on the look-out for any returned items with incorrect addresses and replace these immediately with another potential client.

            2.         Re-Vamp or Create NEW Marketing Strategies.  This part will help you with item number 1 above.  Your marketing tool can be a two-paragraph letter, a bullet-pointed flyer, a post card or whatever you feel will grab a potential client’s attention.  We want to keep it simple, however, make sure it is as professional as possible.

            3.         Revamp Sales Materials.  Have a trusted friend review your existing sales material (i.e., brochures, catalogs, invoices, statements, inventory lists, etc.) and be open to any suggestions he or she makes.  Tell them to be very objective and by being honest, this will help you make any needed improvements.  Don’t worry - a true friend is going to be honest and this is exactly what you need.  These materials represent you and your business so make sure you take a second and third look at everything.

            4.         Review and Revise Automated Greetings.  Does the greeting on your business line reflect your line of business?  Is it professional or do you have distracting music or other noises in the background?  How about your cell phone?  Put yourself in the place of your caller who could very well be a potential client.  Re-record any messages as needed and play them back aloud.  Make sure the message provides enough information (i.e., “We are assisting other clients and will return your call shortly.”) and offer selections for leaving custom messages (i.e., “Please press 1 to place an order, press 2 for an appointment,” etc.)  There are a number of strategies you can use to appear more professional and sound bigger than you really are.

            5.         “Gladly” Give Something Away.  Offer something to potential clients, either on your website, a free neighborhood newspaper or bulletin board.  This gives potential clients the chance to see what your business is about before they decide to buy.  You might offer a free book or a gift card in return for subscribing to your newsletter or referring another potential client.  No matter what you decide to give away -- always, always be available to answer any questions via e-mail or text.  Phone calls are good but for today's savvy business owners, their office of choice is mobility – which means the “office” is literally in the palm of their hands (i.e., as in smartphone).

Now before we get to work – The Test.  Post a comment to this post. "Check in stating your company name and state so we can see who’s out there.  Remember to post questions and suggestions about possible marketing strategies and "share the wealth of knowledge" by inviting other entrepreneurs to this blog post. We’re all in this together so let’s hit the ground running to wipe out last year's dry-spell. Sorry for the “extra long” post but feel free to file it in a Reference folder for future marketing campaigns.  Wishing you much success!