Dear
Friends,
Many business owners get
distraught when they spend
thousands of dollars on
marketing with no results.
In this article we strip all
of the marketing theory back
to basic practical tips that
you can implement straight
away.
Regards
Tony Gattari
|
Own
Your Local Area
John owns a coffee and
cake franchise in a new development area of Western Sydney. Six months
pass and John is burning the cash that he had saved and borrowed to
build the business. He has bought a reputable name in franchising, and
he thoroughly believed that the brand alone would drive traffic into the
shop. Another 6 months past, and the business is still losing money.
One day one of his loyal
customers, a business advisor comes in to order his usual cappuccino and
raisin toast, and sits down and starts to do some work on his notebook.
As John brings this loyal customer his order, he starts up some small
talk by enquiring “Do you mind if I ask you a couple of questions
David?” After some probing questions from David, John explained to him
how his business has not made any money at all, how all of the marketing
efforts were in all in vain.
HOW
TO OWN YOUR LOCALITY
After listening and
understanding the root of the problems that John was facing, David gave
him some free advice “John, you need to own the area that you live in,
and make this business the place where all the locals come and have
coffee and cakes. This can only be achieved if you become disciplined
and persistence in the marketing, get out in the community and promote
your business. Also invest in marketing as if you are spending money but
looking for a return in investment” David explained and then brought a
file on his notebook to teach John the following principles.
Understand Who Your Customer Is:
Defining your target customer reduces the risk of wasting money
on poorly targeted marketing campaigns, and ensures that your business
provides a system that serves the customer to his or her needs.
Just Have a Go:
You do not know what is
going to work until you have a go. Business owner’s fear of failure is
what holds them back from achieving their potential; to break through
you have to break with.
Set a
Sales Target:
A trained marksman plans
the shot, and takes in all factors into consideration, and then aims at
the target. A smart business owner, sets a sales target, and takes all
factors into consideration such as past history, adjustments for
seasonality and trends and major external events and will it have any
impact on your business.
Set a
Marketing Budget:
Marketing your business takes time, patience and discipline, and the
best way to ensure that you follow this mantra, is to set a marketing
budget for your business. This budget will ensure that you set aside
money for marketing activity, so that you can continually work on
growing the business, as well as, ensuring that you do not send yourself
broke.
The
Principle of Multiple Touches:
How many ways that you can engage an individual to enquire about your
goods or services? The principle states that not one way will work on
each individual, but one particular form of communication will
eventually engage them into action.
JUST
HAVE A GO!
John then started to
apply these principles. After understanding that his target customer for
cakes was receptionist organising cakes for birthday parties, he planned
out a campaign where he visited the receptionist, personally gave then
an order form and product brochure. A week after visiting them, he
personally delivered a sample box of 6 slices of cake, for them to try
and share with others. Instead of spending $2,500 on quarter page local
paper advertisements that made no impact, he shifted this money into
product brochures, and cake samples. Over a period of 4 months, his
average sale increased from $6 to $13 because he was selling more cakes.
John was now making a profit. |
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