Get Results With Two Marketing Strategies

StatesmanJournal.com - September 23, 2008 - Jimmie Wilkins

Here are two marketing strategies for any business that can be implemented quickly and produce results. They do not cost much and the sales growth they generate continues as long as you use them.

Ask your customers

Ask them what they like about shopping with you and ask them who they know who would also enjoy the way you do business. In an earlier article, I said referred leads are so much easier to sell than cold calls. Referrals from customers are easier yet to sell. And they don't cost you anything. This should be an integral part of your marketing.

As a part of your sales follow-up, you will be asking your customers about their buying experience. You can generate referrals with a simple but subtle Customer Survey. Send it to your customers by mail, e-mail, fax or post it on your Web site. Keep it simple, know what you want and make it easy for your customers to respond. Try this example.

• 1. What did you like best about our (product or service)?
• 2. What can we do to improve our (product or service) for you?
• 3. Who else do you know that wants to (state the benefit provided by your product or service)?

The first two questions focus on the benefits you provide. Your customers are more likely to volunteer referrals at the third question when they are already thinking about the value of those benefits.

You also gain something from the answers you get to the first two questions. The first question often generates a response you can use as a testimonial (with your customer's permission). The second question may provide warning of a problem you need to correct. The third question is obvious, but be prepared to follow-up.

Find a unique customer niche

Look around. Look for a narrowly defined niche within your targeted market. Identify a specific group of potential customers with a strong need (or desire) for the benefits provided by your product or service. Create a special version of your advertising catering to the specific concerns and needs of a customer in this new market. Customize your sales message so people in this market perceive your product as the perfect solution to their unique needs.

For example, if you sell infant and children's items — isolate grandmothers as a niche. Develop a "Welcome from Gramma to the new baby" diaper bag full of your regular products.

Watch for seasonal opportunities. If you are an auto repair shop, package two oil changes, a car deodorizer and a free car wash all in an travel mug. Sell to wives for husbands, children for parents, or bosses for staff for stocking stuffers. Market to each unique market niche.

Either of these marketing tools offer you the opportunity to expand your sales within a market you already have for relatively low costs.

Jimmie Wilkins is the director of the Chemeketa Small Business Development Center. The Small-Business Adviser column is produced by the center and appears each Tuesday. Questions can be faxed to (503) 581-6017, e-mailed to This e-mail address is being protected from spam bots, you need JavaScript enabled to view it or phoned in to (503) 399-5088.