• What Did You Just Say?
• Back to Basics: Communicating Effectively
• Put These in Your Bag of Tricks

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What Did You Just Say?

I just said “quality, price, and service…” Ok, I didn’t just say those words, but if I had said them, chances are that you would have tuned them out like the majority of consumers today.

As small business owners, quality, price, and service are three of our favorite words for describing what’s great about our companies. But unfortunately, words like these have become so overused that they are often meaningless to consumers today. After all, don’t all businesses say they offer quality products, good prices, and great service? Would you buy from a company that didn’t? Of course not.

Today’s consumers are experts at filtering out advertising messages. Many viewers channel surf during T.V. commercials, or TiVo them out of programming altogether. Readers often “skim through” magazines and newspapers, and web users have become pretty good at looking past the banner ads and paid advertising on web sites and search engine results pages. As you can see, it can be tricky to attract attention for your message when audiences are increasingly numb to advertising.

So how do you reach customers who are used to ignoring advertising? It’s all about the benefits.

Sometimes businesses use the words “features” and “benefits” interchangeably, but they are certainly not the same thing. To get the attention of today’s consumers, you have to show them the benefits of buying your products, and answer the customer’s question, “what’s in it for me?”

Take a look at your current advertising and marketing materials and see if there are elements that could be improved. Rather than repeating the same old things that you’ve always said in your ads, identify the things that make your business unique, and really focus on those. The things that might be really important to you (like the number of years in business, the awards you’ve won, or how many interviews you’ve given to the local press) may not be so important to customers who want to know if you have something that will benefit them.

Think about how your products and services stand out when compared with your competition. Why would a customer buy from you instead of your competitor? The answer to this question is actually one of your benefits, which is what customers are looking for – the benefits!

Quality, price, and service are expectations that customers already have for your business, but they are not benefits. Be sure to showcase what is unique about your business, and get rid of the old, boring material that doesn’t let you stand out.

Back to Basics: Communicating Effectively

Advertising and marketing activities are key components of any business communications plan, but the way in which you communicate with the customers, suppliers, and employees you come in contact with every day can be just as vital. Here are five quick ways to keep your skills sharp:

1. Always be Friendly. People like it when others are friendly, and it helps build trust in a relationship. Remember to smile as much as possible – people who smile are perceived as being more attractive than those who don’t, and it puts others at ease.

2. Be Positive! This goes hand-in-hand with #1, above. Few things are more annoying than a negative person always looking at that half-empty glass. Negativity can cause our words to sound dismal, and even impacts our moods and behaviors. So make a conscious effort every day to be positive. Try to look at things with a fresh perspective, and always think before you speak.

3. Look ‘em in the Eye. It’s surprising how many people find it difficult to make eye contact with the person they are speaking to. It is respectful (and good manners) to look directly at the person you are speaking with, but it is also reassuring to the listener and lets him or her know that you are trustworthy.

4. Overcome the Jitters. If you get nervous when you go to networking events or meetings where you will have one-on-one conversations with others, don’t let your nerves get the best of you! Breathe, relax, and remind yourself that you should always do more listening than talking anyway!

5. Make a Good Impression. Your image really does matter, and you should always be professional in the way you dress, the way you speak, the way you greet others, your handshake, etc. Everything from your hair to your shoes contributes to your image, so take it seriously.

Put These in Your Bag of Tricks

Looking for ways to boost your business and build credibility? Incorporate any (or all) of these strategies into your business activities and watch your popularity, reputation, and bottom line grow!

Good Works are Good For Everyone

Get involved in your community and find ways to contribute both time and money. Yes, this is good exposure for your business, but it’s also good for you and your employees to give something back. Sponsoring charitable events is great, but it’s even better if you actually participate in the event yourself. Gather a group of co-workers and really work together to do something wonderful. Show the community that your company is a trustworthy member of the community, and that your employees are good people.

Seminars and Workshops

Provide free or low-cost seminars on topics related to your business. These events typically provide hands-on or other useful information to customers and potential customers. This will help position you as an expert in your industry, and also build credibility.

Offer Consulting Services

Consider adding another dimension to your business: consulting. As a business owner, you are already an expert in what you do, so it may be a natural extension for you to provide consulting services to others. People like doing business with experts, and providing consulting services reinforces your position as an expert in your industry. Consulting also contributes directly to your bottom line, as it can be a lucrative activity as well.

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Copyright 2006 Five Sparrows, LLC. All Rights Reserved.
3889 Hartland Hills, Hartland, MI 48353
www.fivesparrows.com