The Basics of Small Business Marketing

By: Kaye Z. Marks
June 14, 2008
You Are Not Selling Yourself

Contrary to popular belief, customers do not buy products or services because they like the company offering them.  They buy products or services because they need them.  Therefore, the key to selling your product or service is not to persuade the customer that you have a great company.  Rather, the key is to convince the customer that you can provide a product or service that fills their need.

Many small businesses make the mistake of designing their advertising efforts around their company.  They dress up the brochures with fancy color printing and words about how great their company is, how long they have been in business and how many people, they have working for them.

That approach does not work.  Unless you tell the customer how you are going to solve a problem that they have – how you are going to fill a need – no amount of fancy words about your company is going to make the sale.

First, Find Customers

What does your company do?  What product or service do you provide that fills a need?  Determine the answers to these questions, and then ask yourself, “Who needs this product or service?”  This is by far the most important thing you will ever ask yourself regarding your business.

As a small business, you cannot afford to market your product or service to everyone.  You must focus your efforts on only those customers who have a need for what you provide.  So, find ways to attract these customers.  In addition, make sure you get their contact information, because chances are you will not make the sale on the first contact.

Follow Up

Once you have identified your target customers and have begun collecting their contact information, then the real marketing begins.  You then start communicating with your target customers – repeatedly.  Ideally, you want to contact each of your prospects at least 8 times.  You can do this in a variety of ways.  You can send out postcards, direct letters, brochures (with color printing) or any other cost effective way you feel would be effective.  The bottom line is to contact your prospects.  And to keep on contacting them.

Sometimes, Personal Contact is Necessary

If you have made moderate progress with a prospect, but cannot seem to close the deal, you may want to make contact that is more personal.  A personal email may be sufficient, or you may need to make a phone call.

Remember, however, that you are not selling yourself.  When you make personal contact with a prospect, focus on filling their need.  Convince them that you can provide what they need, and you will make the deal.  Do not try to persuade them about how great your company is.
Kaye Z. Marks is an avid writer and follower of developments in color printing industry and how these improvements can benefit small to medium-scale business.

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