How do retailers increase traffic, which lead to increased sales? There are many ways to do this, including traditional advertising. There are also some creative and lower-cost ways to promote your business even when the economy struggles.
1. Business partnerships—cross mailings. Find complimentary businesses in your area that have mailing or contact lists that you can “trade.” If you are not in direct competition, you may be able to offer your list to another company for the use of their client list. This can have mutual benefits. An easy way to approach another retailer is to allow them to contribute information in your marketing endeavors in exchange for having your information go out to their list. This builds rapport and trust.
2. Pick your top 100 customers. Wouldn’t you like to have 100 people recommending your business? Start making a list of everyone you do business with. Then think of every company you might do business with, especially, if they are professionals who might have clients you want to work with. As an example, create a broad list of the lawyers, accountants, insurance people, real estate professionals, bankers, dentists, doctors, trainers, plumbers, cabinet makers, electricians, etc., in your area. Call each of these people and tell them you are creating your Top 100 Business Partners list. Find out if they would accept referrals from you. (Why wouldn’t they?) In return for referring to them, would they consider referring to you? Educate them about who you are, what you offer and your unique selling proposition. Acknowledge any referral and thank them appropriately for business, even consider offering a finder’s fee or a thank you gift certificate.
3. Conduct surveys. It is very difficult to contact new prospects when all you can think to do is ask for business. Consider conducting an information-gathering survey, which will always relate to what you offer. This is a good way of meeting people with less pressure than in a sales call. You can “qualify” the new potential customer by asking questions like whether they own a home, will they soon be in the market for flooring, what might they be looking for, what their budget may be, etc. At the end of the survey, ask if you can call sometime in the future to see if you can provide service. These surveys are best conducted by telephone to gather information, however, you may have to be prepared to email your survey to busy people. If you must use email, make it clear that you would like to follow up and get clarity after you review their surveys with a “brief” call.
4. Grab emails. Get emails at your Web site. Exchange contact info for a discount of your services. At every private sale or community event, grab as many emails as possible. Ask everyone you speak with by telephone for their email contact info. Be creative and do not let any opportunity for gathering contact info slip away. The bigger your list the more value you hold.
5. Grab business cards. Like email contact info, gather every business card you can. Before getting a card, ask about their business. Find out if he wants to partner with you in business or promotion or to exchange information. Qualify him as potential clients or as promo-partners. Go to networking meetings, chamber of commerce gatherings, service club meetings, political events, conventions, etc. Not everyone will be a good fit, but everyone knows people who might benefit from your product or service.
6. Mailing labels & email signatures. Every email you send out should have an automatic signature at the bottom with your name and contact info, AND information about your products and services. Every mailing label you send out, even on bills you are mailing to your telephone company, needs to have a promotion that can tell everyone who handles that piece of mail something about your business. And don’t forget to put your Web site info on the return address label.
7. Ask for referrals before you start work. Before you install the flooring, ask your customer if she would be willing to provide you with a testimonial should you meet or exceed her expectations. Do not wait until you have completed the installation. Prepare her in advance. Then, do a great job and ask for your testimonial (and referrals).
8. Creative media promotion. The consumer will not be as knowledgeable about flooring as you. Thus, you are an expert. Make sure the local media knows you are available to always provide information. Send out press releases that are newsworthy and interesting to the public. Create a media list of reporters, writers, producers and on-air talent to whom you can send regular updates on flooring developments. You never know when they will need background information for a project on which they are working.
9. Write articles. Writing articles for the Internet can be beneficial in many ways. It can help with search engine rankings. It also demonstrates your expertise and gets your name out. If your articles are useful and popular, you will get traffic and potential for business. Because the articles will have links back to your Web site, these readers can follow their way to your business pages for more information.
10. Get coaching to create a specific program for your business. Most of us can benefit from getting assistance in tailoring these ideas for your particular business. For example, small businesses need coaching in certain areas to get their systems working efficiently. Larger businesses hire consultants to add to their profitability. Many people often lack the accountability and the follow through to take the steps necessary to accomplish their goals. Outside expertise and perspective can save time and money.
It is not enough to know what to do; you must follow up on the new ideas. Most people resist change, but often a new method will wake up your business, even in a slow economy.
