Boost Your Business : An Expert's Tips

12 More Profit Boosting Business Tips
Tuesday, August 30, 2011

In the face of falling demand and intense competition every order has to be fought for. Getting it right isn’t an option; it is a survival strategy. Business owners often become complacent leading to a haemorrhage of lost orders that can cripple a firm. Most failings are avoidable. Here are twelve tips to help you survive tough times.

A good media advertising representative wants you to succeed. A small advert placed frequently works better than the occasional larger one. Always use USP (unique selling points). Special offers or Free Pillows for example.
If you live in a bi-lingual area it doesn’t cost much to make your website bi-lingual. You wouldn’t put a notice on your door: ‘English Speakers Only’ would you? If the wording of your website or brochure is amateurish you will invite ridicule, not orders.
Make better use of e-mails. They are real sales boosters when you know how. They have at least ten advantages over the telephone.
Poor signage is a no-no. How often I have heard it said: ‘But our customers know where we are.” Hello! The new ones do not. An attractive high visibility sign will be seen by hundreds, perhaps thousands a day.
First impressions count. Sales are lost when potential clients telephone an answering machine. A telephone answering machine cannot answer questions, which is why most people call in the first place. Be polite; listen and respond transparently.
If you are in business then being a sales person comes with the territory. Improve your people skills; be pleasant, informative, highlight the advantages of your service, and ask politely for the order. Ignore a client’s spouse or partner at your peril.
If you don’t get the close right you won’t close. Be a pully-pully not a pushy-pushy salesperson: Instead of saying direct: “Do you want to order?” say instead, “Which would you prefer?” or ‘Would Tuesday be alright or might Wednesday be better for you?’
Clients are offended and inconvenienced by poor timekeeping. If you are unavoidably delayed call them; explain; invite their understanding or suggest an alternative in order to avoid inconveniencing them.
Customers are not stupid; do not treat them as though they are. Explain what has gone wrong, what is necessary to put it right and why.
It is infuriating to be given a bill without a break down. If you do so you invite the allegation that you are cheating or over-pricing. Again, transparency keeps customers happy. Happy customers are your best sales staff.
A man bought a business. The first thing he did was ask for a list of dormant clients. He discovered most had left due to poor service. By informing them of the change of ownership and addressing their concerns he learned lessons. Best of all he enticed most back.
Always leave two or three business cards in your customer’s home or premises; where they can be seen. Respectfully ask your customer to recommend you and ask if they have friends or family who may be interested in your service. The most important rule of all: Always thank your client for their custom.

By following these basic rules you can double, even treble your turnover without it adversely affecting your outgoings.

Mike Walsh is a professional business marketing copywriter with an outstanding record of writing brochure and web content that sells products and services. If your written content is sloppy the affect is the opposite to that intended; it turns customers away. E-mail quite_write@yahoo.co.uk and visit www.michaelwalsh.es

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Business Image is Everything
Sunday, August 28, 2011

If a house shows clear signs of neglect, peeling paintwork, overgrown garden and broken driveway, you will not be surprised if on entering you find the furnishings threadbare, a home desperately in need of decorating and a family past caring. Chances are you wouldn't set foot inside it.

Why then do businesses turn a blind eye to shabby exteriors and signage; unpainted and often filthy premises and vehicles? Company stationery is a duplicate book with a rubber stamp heading. If printed at all it was probably done with a John Bull outfit. Cheap printing doesn't necessarily mean a cheap business but that is the impression it gives.

FAULT CORRECTION: Step back. Take a look at your business through the eyes of your customers and ask yourself if that is the impression you wish to give of your business? Would you do business with you? If not, sort it.

MUST DO

First impressions count. Freshen up your premises with a coat of paint or if it needs a wash run a hose over it. A scuffed badly maintained vehicle will destroy a firm's credibility. A clean smartly liveried van will generate respect and interest. Include a landline telephone number and an address, even if in small writing as it inspires confidence. Potential customers are wary of those who trade solely from a mobile.

SIGNAGE: With reasonably priced do-it-yourself signs available across the counter there is no excuse for poor signage. The visible exterior of your business is a direct reflection of your professionalism or lack of it. It is your company's business suit.

VINYL SELF ADHESIVE SIGNS: Sign makers offer self adhesive vinyl lettering in a wide variety of sizes, styles and colour. The cost is modest and repays itself many times over. They are easily applied to windows, paint work, vehicles, etc. Your supplier can fit them if you wish.

'A' BOARDS: Hinged pavement signs are worth their weight in gold because they catch the eye of those looking ahead rather than to their left and right. When after 4 years trading I placed an 'A' board outside my shop it attracted scores of new customers who had passed every day but had not previously noticed my business.

MAGNETIC SIGNS: Usually 2' x 1' magnetic signs fit to the sides of your car or van. They don't cost much but the effect is almost the same as having two extra shop windows running around town. Make your cars and van work for you. Magnetic signs can be slipped on and off and placed in the boot when socialising.

What would a superstore charge you for placing your 2' x 1' outside their store every day? I used to park my signed up car outside local supermarkets each day and walk to my business. Hundreds maybe thousands of passers-by saw my signs each day and it didn't cost me a penny.

SITE BOARDS Switched on tradesmen often erect their sign outside premises where they are working as these can generate many enquiries and are still in place after work has finished for the day.

SITE PLAQUES If you are doing outside work on homes or business premises your sign written van is there just a few hours each day. Why not get your customer‘s permission to have pinned to the wall for the duration of the work being done: ‘Landscaping by Green Fingers'. Telephone number. Perhaps you have provided gates or railings, a wall, a garden feature. Again a small metal plaque pinned discreetly to the work completed: ‘’Created by Garden Design. Tel. No.’

RAISED LETTERING Off the wall (or sign base) raised letters (they are called plug letters because they stand off the wall). These come in all shapes, sizes and colours and often reflect corporate image. These are semi-permanent and good examples of these can be seen on any high street. Just a little more expensive but plug lettering can create a superb image; it is not difficult to fit; a sign maker isn’t needed. Just a rule and the usual screws and screwdrivers.

SIGNWRITING There is a permanence and craftsmanship to signwriting. There are occasions when only traditional signwriting/lettering will provide the ambience that you are looking for. Such signwriting gives you artistry and flexibility in style, image and colouring.

TIP Never ever claim to be a member of a trade association if you are not. This could mean a sticker on a vehicle you have bought or on a premises you have taken over. Fines for misuse of trade association logos is taken very seriously by courts. Fines can be as high as £10,000. Plus the unwelcome publicity could put you out of business.

Mike Walsh is a professional business marketing copywriter. He will advise and if required give your website and business brochures a professional makeover. Sloppy content and poor spelling turns clients away clients. E-mail quite_write@yahoo.co.uk

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Does your marketing speak your customers' language
Monday, August 22, 2011

One billion people, evenly scattered around the world, communicate in English, which is recognised as the international language of business. Tens of millions of them visit Mediterranean Spain. If your marketing does not include information in professionally written English you reject a potential customer market far bigger than that of your own country.

If your first language is other than English; or if your English is not to the standards required of marketing journalism, then I can help you. I have thirty-five years marketing experience through the written word. Apart from her native Latvian my wife Valda speaks fluent Russian, German, French and Spanish.

It is essential that you market your products or services by using professionally written English language content. Online entrepreneur Charles Duncombe (BBC July 14, 2011) proved that a single spelling mistake on a website can cut sales by half. It destroys your business’s credibility.

Thousands of millions of prosperous people use the internet to socialise. They discover places of interest; identify products and services when making up their mind where to go and who to purchase from. Personal recommendation is always the best salesman but the beauty of internet selling is that it is your shop window; it is also opportunity for you to use your customers’ testimonials to recommend your business.

The world truly is your market place: Many businesses sell more products and services to the outside world than they do to their own countries. A German handcrafts company sells most of its merchandise to the American market; a Latvian specialist in linen-made products sells more abroad than they do in Latvia. Selling and shipping abroad has never been easier or more profitable.

Point me in the direction of your website. I will give you an honest opinion as to its shortcomings, if any. There are no nasty surprises: If it requires it I can, for an agreed fee, give your website or marketing material a professional makeover for an agreed fee. A simple bank transfer results in your website content being presented as professionally as are the great corporate sales companies. Don’t allow poor English content to destroy your business credibility.

WHAT MY CLIENTS SAY

“Warwick and I both prefer your business profile write ups to anyone else’s.” – Pri Turner. Business Group Espana (BGE)

“It’s brilliant Mike. You are brilliant!” - Raquel Pérez. Raquel Pérez Legal Group. Marbella.

“Thank you so much, Michael. Your copy content will get into my clients hearts and minds much better than mine will.” – Victor Teruel Solicitors. Alicante. Spain.

“Thank you for such beautiful display of words. I love it, compact and precise.” - Lily Trainor. Inspiration4Life.es

“Many thanks for writing this very positive piece of text for me. No one could have done it better.” - Jeroen Quist. Quavitas Facilities. S.L.

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12 Reasons Why E-Mail Beats the Telephone
Wednesday, August 17, 2011

It is 135 years since the telephone was invented yet most businesses largely depend on it. This bad habit is a business-killer. The horse and cart was replaced by the delivery van; the town crier is history but mysteriously the ancient telephone, companion to the telegram, semaphore signals and Morse code, is still in vogue.

Most customers use e-mails so here are a few tips to make yours work for your business. For a start make sure your advertisements, signage and promotional literature include your e-mail address prominently displayed.

With E-Mail

You know where your business is but can your clients find it? By e-mail you can give precise directions; even attach a map to make their trip easier. They will appreciate the thought.

E-mails can detail the services and prices you offer; if you own a restaurant menus can be e-mailed. Pre-ordered meals make life easier for kitchen staff whilst reducing your buying costs. Whatever your service you can e-mail details; price lists and special offers.

Invite customers to leave their e-mail addresses. That way you can inform them of special offers; price reductions; entertainment engagements, holidays, opening and closing times.

We have all heard the expression; people don’t buy products they buy people. It is true. Pictures of your premises, staff; interior, can be sent to clients. This helps them to bond with your business. Think of customers as partners in your business and its success for this is what they are.

If you hold events or moving address, taking on a new manager, booking an entertainer, the e-mail can be used to inform your customers.

The e-mail message offers opportunity for you to place a ‘signature’; a permanent sales message on every e-memo you send.

Invite customers to comment on your services. These can later be included in e-mails to reassure new clients. They are good for inviting suggestions too. Imagine, a free mystery shopping opportunity to give your business the vital edge over competitors.

You have some good news? Tell your customers; promotions, awards, and important key selling points that identify your business as being perfect for their needs.

If a member of a trade association its logo and details can be permanently included in your e-mails too.

If appropriate places of local interest can be included. You can also invite visitors to browse complementary businesses whose owners will be happy to link with your website.

When the phone rings you are obliged to answer it even if it is inconvenient for you to do so. Similarly you might get your timing wrong when calling clients. Unlike the telephone call e-mails can be sent and replied to at your convenience - and your customers.

Unlike the telephone e-mail doesn’t cost anything to use; it avoids the costly inconvenience of postal deliveries (snail mail) . E-mail can effortlessly handle bulk information without bumping up the cost of sending it.©

Mike Walsh is a professional copywriter. He will advise and if required give you website and business brochures a professional makeover. Sloppy content and poor spelling deters clients.

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THE TOP TEN BUSINESS TIPS
Wednesday, August 17, 2011

During the good times many businesses don’t feel the need to pay attention to detail but when business is hard to come by such an attitude can be fatal. Here, a top business doctor provides a health check. Can your business tick all the boxes?

Ask your customer: “Is there someone you know who might appreciate my services?” You will be surprised at the extra work that comes in. I know businesses that don’t need to advertise at all. They run their business on referrals.

First impressions count. If someone telephones and no one answers they call the next number on their list. Make it easy for customers to contact you.

Sixty-nine percent of people choose a service that is a member of a trade association.’ - Thomson Directories.

Attach a photocopy of your insurance cover to all quotations. The peace of mind wins orders.

On completing a job leave several business cards handy. The customer is bound to have others see your work. Some will ask for your card.

Telephone etiquette is essential. If the person who answers the call is brusque or falls short of helpfulness you have given the job to your competitor.

A small job completion questionnaire with pre-paid envelope gives you an opportunity to put niggles right. Equally important it will produce testimonials which you can use.

The small advertisement placed regularly pulls in more business than the advert that appears occasionally.

Your business vehicle is your double-fronted shop window. Get it professionally sign written. Make sure it is seen. Park it on a busy main road and walk the few yards to your off-road home.

An advert should always include an incentive. ‘This Week Only’, ‘Price Reduction’, ‘Just in’.

Mike Walsh is a professional copywriter. He will advise and if required give you website and business brochures a professional makeover. Sloppy content and poor spelling deters clients.

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