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Simple Strategiesto Market Your BusinessJimmie Wilkins, DirectorChemeketa Community CollegeSmall Business Development CenterFocusing on Business Promotion made me think of themost valuable resource we have as business owners – ourcustomers. Rarely do we capitalize on this pricelessasset and, in simple terms, individuals love to be asked for theiropinion – especially when it is treated with respect!Here is a marketing strategy that is simple, will work for anybusiness, and can be implemented quickly to produce immediateresults. It does not cost much and the sales growth generatedcontinues as long as you use it.Ask your customers.Ask them what they like about doing business with you. Thisgives you insight to the value added, the needs being met andthe environment you foster that may never have (deliberately)crossed your mind.Ask who they know that would also enjoy the way you dobusiness. Referred leads are so much easier to sell than cold calls,and leads from customers better yet. And, they don’t cost youanything. This should be an integral part of your marketing.As a part of your sales follow-up, you will be asking yourcustomers about their buying experience. You can generatereferrals with a simple, but subtle Customer Survey. Send it bymail, email, fax or post it on your web site. Keep it simple, knowwhat you want and make it easy for your customers to respond.Try this simple 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 benefitprovided by your product or service)?The first two questions focus attention on the benefits youprovide. Your customers are more likely to volunteer referralsat the third question when they are already thinking about thevalue of those benefits.You also gain something from the answersfrom the first two questions. The first questionoften generates a response you can use as atestimonial (with your customer’s permission).The second question may provide an earlywarning of a problem you need to correct. Thethird question is obvious – but be prepared tofollow-up. If your customer gives you a name,they will want their efforts to be follow-up on.In addition to knowing what you customerswant, it is critical to know HOW you can dothe best job for them. If you really know yourcustomer and you develop operations aroundthis knowledge, there is no reason for your customers to leave.But, there is always room for improvement and complacency willcreate a slow but sure erosion of customer service and inevitableloss of sales.Treat your customers like you want to be treated. Remember,you are a customer yourself. What affects your shoppingexperience? Why do you do business with a company? The nexttime you shop with this company, take the time to actually recordyour experience:• What did you like or dislike about the company?• Were you satisfied with your purchase and would youpurchase from them again?• What was unique about the sale?• What would you tell others about your experience dealingwith this company? (Good or bad.)Evaluate other companies.• Is it convenient to do businesses with them?• Is it easy to get information or find the products you need?• Can you buy what you need at a time and place that isconvenient for you?• Are the product/service features easily understood?• Can you easily return items that don’t meet your expectations?It is my opinion that there is no level of customer expectation toohigh. If you discover or hear of an expectation that you consideroutrageous examine it carefully. If a customer has an expectation,chances are that he or she has experienced that level of serviceelsewhere. If it is a level that you simply cannot or will not meet,acknowledge that and see if there is an alternative to the expectedservice. Be all that you can be.Call 503-399-5088 or visit www.bizcenter.org.• Tax Planning & Preparation• Business & Financial Planning• Commercial & Municipal Auditing• Computerized Accounting Services• Agriculture & Timber Taxes503-390-78803085 River Road N. Salem, OR 97303 www.johnsonglaze.comPage 10SEDCOR Enterprise Magazine