Loyalty Breeds Referrals

We all know that customer loyalty brings repeat business which we need to stay in business. What we also necd to grow our business is new customers. In addition to all the advertising, direct mail, signs, etc. are we overlooking the least expensive source? Satisfied and loyal customers can be a way to increase your business with a minimum of expense.

Referrals are usually less defensive when first purchasing because they have friends, relatives or acquaintances who are already pleased with your products and services. When they become satisfied customers they will send referrals and your business will grow exponentially. make sue that all your employees know the value of a satisfied customer.
More articles on marketing in the monthly Idea-Letter, get a sample at www.idealetter.com

Ten Cheap Marketing Ideas-Free Seminar

I will be giving a 90 minute seminar (plus Q & A after) for the Tri-Lakes Business Incubator on Thursday March 3, 2011. You will learn how to keep marketing your business when funds are tight and ideas are few. These ideas can be used by any type of business and will start working for you immediately. You must keep marketing your business if you want to survive, grow and be profitable. Invest 90 minutes to find new ways to make your business a success.

I have 5 published business books (2 International) and 2 more coming out in 2011. I have started, operated and survived in over 20 different businesses over the past 30+ years, several at the same time. I travel to conventions, conferences and trade shows to share the lessons and ideas I have learned along the way. There will also be stories that will make you smile or laugh.

There is NO COST to attend but they tell me that seating is limited to about 50 people so you must reserve a seat by sending your name by email to: genew@navsys.com The address of the event is.... Tri Lakes Incubator, 14960 Woodcarver Road, Colorado Springs, CO 80921.

Unusual Holidays for February

These are real February holidays that you can use in your business for fun and profit.

Feb 1 Serpent Day
Feb 5 Disaster Day
Feb 6 Pay a Compliment Day
Feb 8 Kite Flying Day
Feb 9 Toothache Day
Feb 10 Unbrella Day
Feb 11 White t-shirt Day
Feb 13 Get a different name Day
Feb 15 National Gum Drop Day
Feb 18 National Battery Day
Feb 20 Harry Potter Day
Feb 22 Be Humble Day
Frb 24 National Tortilla Chip Day
Feb 26 National Pistachio Day
Feb 27 Intl Polar Bear Day

Show Your Customers Respect

Never chew gum or eat anything when talking to a customer on the phone or in person. It's disrespectful and shows that you put your needs ahead of theirs. Chewing gum is usually a nervous habit that you don't want to convey to someone who is relying on you for important information and trust. It's best to wait for a break or when you are not doing business to put something in your mouth.

It is just a common courtesy to give your full attention to your prospect or customer without any backgroud noises. If you could see yourself on a video eating or chewing you'd be surprised at how improper it looks. It doesn't matter whether you have a fast food restaurant or a financial firm, proper etiquette is important and should be followed.
More on Customer Care in chapter one of my book "When the Shit Hits the Fan" available at amazon.com

Donate in Your Business Name

When making a donation during a telethon or bidding in a charity auction, always do it in your business name. When they announce the current high bid you'll get a free plug for your company. Most telethons or charity events will select donations randomly and publicly mention them with the donor's name. That name should be your business which also creates a favorable image for the audience. If you want to donate $100.00 do it in two $50.00 calls or donations a few hours apart. This will give your business a better chance to be recognizrd by more people. If you're going to donate anyway why not also use the opportunity to acknowledge your business and create good will with the audience.
More short business articles in the monthly Idealetter (since 2002), free sample at www.idealetter.com

Sales & Telemarketing

Products and services don't sell themselves, even if they are the best in the market. You need to present your business to the people who are most likely to be customers and then remind them over and over again. If you don't like sales or telemarketing, then hire employess who are trained and proficient in this area. You can't forget about sales alltogether because part of being a business owner is an enthusiastic representation of your company 24/7/365. Advertising, direct mail and publicity will help but that personal contact will close more sales.
More on business knowledge in chapter 12 of my book "When the Shit Hits the Fan" available at amazon.com & bookstores.

Every Day in Your Business

Something related to marketing should be done every day to promote new business and loyalty of those valuable current customers. Setting goals is not enough, you must be inching a little closer to them every day. When you get a new idea, regardless of how crude it may sound, write it down and put it in a file. That file should be bulging within 6 months. Always carry plenty of business cards with you and network with everyone you meet. Many of the things you do every day are free but will promote your business, unless of course you forget to do them. Make it a habit you won't forget and watch your business grow.
Connect on Facebook with Barry Thomsen and Twitter... BTauthor

Small Business Articles You Can Reprint

There are over 30 free small business articles that you can read, reprint or use in your newsletters available at http://www.idealetter.com/ They are articles on marketing, customer service, franchises, growth and ways of promoting your business. You can request any or all of them as often as you like. Permission is granted for minor editing if necessary. The author has 30 plus years in small business and has started and operated over 20 different businesses. Just go to http://www.idealetter.com/ and scroll down to Free Articles.

Create Direct Mail Urgency

When a business needs orders and cash flow quickly, urgency becomes a factor. But what if your prospects and customers are not ready to buy or already have enough of your product on hand? Why should they buy now and relinquish some of their capital? You must overcome these questions and roadblocks in their minds to entice them to act now.

If your offer is good enough, there needs to be a deadline of when the offer will be withdrawn. You could also offer a bonus, free gift, upgrade or extra product (10-20 percent more or so on) to order or buy mow. Make it easy for them to order quickly by using a prepaid envelope, free phone number, fax or the internet. You might even consider longer opening hours during the few weeks following your mailing.
More on fast marketing in chapter 2 of my book "Save Your Business" Crimson Publishing, UK available at amazon.co.uk

Employee Rewards-But Not Money

Employees that help your company grow through outstanding job performance should be rewarded but not always by money. Here are some other ideas.
.Personal gifts that they would value
.Gift card for a great restaurant
.Movie or play tickets
.In-office food & drink party
.New TV or ipad for break room
.Weekend trip to a local fancy hotel
.Amusement park tickets for their kids
.Weekend luxury car rental
.Electronic store gift cards
.Limo ride to & from work for a week
.Hard to get sports tickets
.Extra sick or vacation day
.Plaque for outstanding performance
.Expensive changaigns of case of wine
More about ways to reward your employees in chapter 10 of my book "When the Shit Hits the Fan" available at amazon.com

Back to Basics

If you have a lot of ideas you want to try for your business, that's a good thing. But going in too many directions at one time can also hurt the core value of your business. This is where competitors can steal customers while you're not looking. You must always keep an eye on your main business because that's the one that pays most of the bills and funds your payroll.

When you feel that your competitors are closing in, get back to basics that made your business great and keep it strong. Don't take regular customers for granted because someone is always trying to lure them away. If you're more interested in new endeavors, you're leaving the door unlocked for those customers to be taken from you. You wouldn't leave your car unattended with the keys in it, so don't leave your customers unattended either. The profit thieves are always lurking around.
More on competition in chapter 9 of my book "When the Shit Hits the Fan" Career Press Publ. available at amazon & bookstores.

Writing Your First Book Seminars

The next seminars/workshops for writing your first book are scheduled for Thurs Feb 10 6:15 PM, Sat Feb 26 9 AM, Tues March 8 6:15 PM and lasts just under 2 hours. Over 350 people attended last year and are working on their books now. Learn how to structure a book so a publisher will be interested, the average number of pages and words, adding stories/humor and how to get published without paying to self publish. You will get 2 outlines and be able to ask questions. The seminar is only $25 (nothing else for sale) and is for everyone. I have had college presidents, housewifes, students and everyone in between attend. It's at the office of Colorado Cards near Vickers & Academy (5585 Erindale Dr #203) Email idealetter@aol.com or call to reserve a seat (all we need is a name & phone number) you can pay when you get here. They sometimes book up fast so don't wait to reserve a seat (max 15 people per session). I am working on my 6th published book now.

Barry Thomsen
Speaker, Author Entrepreneur

Business Books

My Books available in bookstores & Amazon

When the Shit Hits the Fan... Career Press
The Jelly Bean Principle... Oak Tree Press
Save Your Business... Crimson Publishing (UK)
23 Reasons Why Businesses Fail... Jaico Publ (India)
90 Days to Success as a Small Business Owner... Cengage Learning (3/11)
The Smart Guide to Business Startups... Smart Guide Publ (mid-2011)
Small Business : A Love Story... no publisher yet (late 2011)

For signed & personalized copies idealetter@aol.com or call 719-268-1322

Getting Free Publicity

Most press releases are sent email to directly the editor or reporter who would be most interested in them. If you include an attachment to your email they may not open it because of a fear of virus'. If possible put any photos or illustrations in the main email until they know you better aor request it from you. Don't send more than one email per month unless a big news story or event is happening.
More on publicity in chapter 5 of my new book "90 Days to Success as a Small Business Owner" available at amazon.com & bookstores.

Gangster or Businessman?

I make my money by supplying a public demand. If I break the law, my customers, who number hundreds of the best people in Chicago, are as guilt as I am. The only difference between us is that I sell and they buy. Everybody calls me a racketeer. I call myself a businessman. When I sell liquor, it's bootlegging. When my patrons serve it on a silver tray on Lake Shore Drive, it's hospitality. by Al Capone (1899-1947)
More business trivia and ideas in the monthly Idea-Letter, www.idealetter.com

Negotiating in Business

When problems arise (as they always seem to) with customers, suppliers, lenders and employees, you need to be able to negotiate solutions. Using strong demands to get your own way doesn't work very well in a business enviornment. You will need to come up with solutions that satisfy both sides of the issue, not just yours. Special buying and selling situations will require you to make unique deals with customers and suppliers. And a great deal can be profitable if done correctly plus keep the door open for future business. Show empathy and find solutions that keep everyone in the game.
More on business knowledge in my book "When the Shit Hits the Fan" at bookstores and amazon.com

Great Salespeople Listen

The best people in sales listen more than 50% of the time rather than talk. They ask questions that don't need a yes or no answer then just stop talking. In most cases the prospect will tell you what they want. Novice people in sales keep talking after the sale is made and end up saying something that may kill the sale. Bite you lip if necessary but listen to the prospect much more than you speak. The result will be more closed sales and profits.
More sales ideas in my new book "90 Days to Success as a Small Business Owner" available for pre-order at amazon.com

Who Will You Sell To?

Knowing who, what where and why about the market that you are selling in is one of the most important parts of any business startup. When you determine the the group of buyers that are most likely to be your customers, you can budget most of your marketing dollars to reach them. Knowing everything about this market is essential before making any investment or serious progress in your new business. Don't just assume people will line up to buy from you because you need to go and get them plus give them a good reason to spend their money with you.

This market, often called "target market" is where you will make your sales, get your cash flow and grow your business, so understanding as much as you can about it is imperative to making your startup a success. Search the internet, library and talk to people who have been selling to this market for a long time. There is no such thing as too much information about the market you will be selling to.
From my upcoming book "The Smart Guide to Business Startups" Smart Guide Publishing, due out in mid-2011.