Tip for business owners: You are open and/or possibly struggling to stay open. It’s important, more now than ever, to make sure your info, links and public profile position your business, product or service in the right way, so customers can find you.
Don’t send potential customers to No-Where-Land!
Broken Links: Many businesses send out newsletters, tweet, or have social media presence, but links don’t always work or send people to the right location. Think about it like putting an address in your GPS, getting there and being told You Have Arrived...and it is an empty parking lot OR the GPS says Address Unknown. That’s what a non-working or incorrect link is like in your newsletters, social media posts, and website.
People are pre-planning where they go, not as many are driving or walking by storefronts and businesses as pre-Covid. There is not as much foot traffic as in the past. They are checking online to preview a business, it’s hours, if any specials, and, most importantly IF they are even open.
You can search for info online, but not always get an answer or get the answer you are looking for No one wants to drive somewhere only to find out it is closed, or their hours, products or services you need have been cut. They check online – websites, facebook pages, tweets, yelp, etc. If the info is not up to date or you get an error message, or links go to no-where-land, it is frustrating and many people give up and look for another place to take their business.
Many retail stores are closing brick and mortar locations and relying on online – this may be the new future of your business too…if you cannot be a strictly online business, you need to get people to your location, online and actually through your door.
Using the services of a person dedicated to that rather than an owner or staff who have their own jobs to do, or just trying to post now and then, can be a huge asset to a business. It is almost worse to have your latest up-to-date info be from a year or more in the past! That is like opening your business and keeping the lights off and door locked. It appears to potential customers that you may be closed. But it needs to be done creatively, and be current and consistent. Now is the time to re-position your business, and look for new ways to create customers and customer loyalty.
It doesn’t take a lot of budget to have someone handle your online presence. You invested a lot of money and time in your business, you should promote it – don’t rely on people just finding you by chance. Protect your invest and future. The shopping and dining habits of people change very easily, your loyal customers of the past can be loyal customers of a new business pretty quickly.
People are finding out every day that one or more of their favorite places have given up and closed for good.
Don’t let your business address be in NoWhereLand!
More tips coming on What’s the difference between advertising and marketing – What Actually does Marketing mean? and more; plus some funny business stories to lighten things.
Check out some of the services we offer at Best Marketing.
Here are some tips when cold-calling:
Learn the peak and off hours so you do not interrupt their business or customers. Do not expect the customer to wait til you are done; you should wait til they have been taken care of.
When the first person you see may be sweeping the floor, cleaning a table, stocking shelves or answering phones – most people would ask politely, “can I speak to the owner (or manager).” You should NOT assume they are not the owner or manager. A better way is to ask are you the owner, or manager, or even person in charge. It accomplishes a few things. IF they aren’t, they now feel respected and can become an ally, getting you in front of the decision maker; if they are, then you still showed respect for their business and staff. Many owners have to do every job at some point during their day to day operations and get their hands dirty, or wear same uniform as their staff.
Never underestimate who you are talking to…they may not be the owner or manager, but could be a relative. If they ask what it’s about, or what you want, don’t talk down saying you only want to talk to owner.
Same thing applies when you do talk to decision maker – don’t knock their business and say you can make it better; you can offer some suggestions to help – but putting someone on the defensive by saying they are not handling their business correctly only puts up a wall. You want to become an asset, talk about helping them save time, as well as money, by using your or your company’s products or services.
Remember TIME is very valuable in small businesses, and especially now with Covid-19, Coronavirus affecting so many. There is a short time to make a comeback to remain open.
There is so much to do that a lot of the marketing, advertising, promotion of the business gets put off; especially keeping the public up to date on social media, and keeping website current. If you can show how you can help them save time as well as money, it can be a deciding point for a harried owner.
You should also offer conversationally a reference or business similar to theirs that you have worked with in past, or are working with currently, to show you understand their potential needs, so you can provide a solution.
Never be Negative! A radio sales rep once asked a client of mine if he felt I knew what I was doing, did I have his business interests as priority, and was I really helping his business. The client said well I hope so, that’s why I hired her. Rep proceeded to say that since I advised against his station, I did not have the best interest of the business at the forefront, and that he could a much better job. The owner then said – how do you know that is not my wife, or sister or business partner that you are knocking! All that rep accomplished was to make 2 enemies, and of course, the owner never would work with him since. Not every service is the right fit for every business.
Never burn your bridges! You never know when you may need to talk to that person again, or patronize their business, or, if you change jobs, or they do, you may need to call on them again. Even if you do not earn their business right away, it is always better to be on good terms. They may even refer you to someone else.
Be knowledgable! Salespeople should learn something about the business and the industry that they are calling on, so you can talk the “language” and use proper terminology. To be able to help a business you really need to know about it. Too many salespeople are so busy talking about what they do or sell, that they ignore the trends in the particular business or industry, or what the business owner wants or needs.
Be positive! It is always better to be positive and creative, than to downgrade what is or has been done, even if it didn’t work. A no today does not necessarily mean no tomorrow or in the near future – circumstances change in businesses every day. Covid is a prime example – no one could have imagined being shut down for months.
For business owners, it’s like starting from opening day again.
Be pleasant! No one wants to talk to someone who is depressed, angry or makes you feel like your time is not valuable.
90% of sales closings are personality driven. An old saying is that as a salesperson you have to sell yourself, then the product or service!
Business is getting better, and although many are being forced to make the decision to close permanently, it is better to be part of the solution, than the problem.
Businesses have to do their part and find creative ways to keep serving their customers – BUT, we, as consumers, also need to do our part to help small, local businesses stay in business.
We are all talking about how awful it is that our favorite places are struggling or closing, but we can do more than just talk about it. When we shop, dine or take out, get hair cuts, get our nails done, hire small independent firms and consultants etc, think of the type of ownership of those businesses. LOCALLY owned helps all of us….there is a trickle down effect that is a good one. When you spend your hard earned dollars locally, the money stays here and helps other local families and businesses. What you spend keeps people working, helps to pay someone’s rent or mortgage, pay local taxes and give a boost to the local economy, with us all spending our dollars locally.
Everyone’s money is tight right now, and although there are amenities we can skip or cut back on, we all for example, have to eat. So why not at least spend part of your food budget for 1 or 2 meals a week in a local restaurant (take out or dine in) and help everyone from the business owner to the waitstaff, to their suppliers. It actually benefits a lot of people locally and can make the difference in whether your favorite place stays open or becomes yet another victim of this virus.
You could be that one more customer that helps keep a local business open. There will unfortunately be a lot of closings, changes and scaling down due to this virus, but if we do our part it really does benefit all of us. The more businesses that can survive and the more people back to work, our way of life may be able to be close to what was “before Covid-19”.
If we do nothing, nothing happens!