Keeping your Business Alive

As long as you eat and breathe you will stay alive. But is that really living? In a crisis that may be enough. If your business is in crisis - deal with it. But the secret to keeping your business alive is growth.

That is the litmus test of keeping your business alive. Look at nature. Everything that is alive continues to grow. Growing your business is the best way of keeping it alive in the long term. How do you continue to grow your business? Feed it, nurture it, invest in it and treat the business as a journey - not a destination. On your journey you must keep one eye immediately on the road in front of you and the other on the horizon.

Invest in your business success with smart marketing. Smart marketing does not entail expensive advertising campaigns. Instead it means managing all the messages you send about yourself and your business. Be aware of the unintended messages as well as your conscious messages. Test for your unintended messages by asking your best clients. Ask those who did not give you the business - why did they chose to go elsewhere.

Marketing is a long term investment. Because of that, many get frustrated, and complain, 'I tried marketing and nothing happened.' The credibility you build today will help you gain business months or years later. It may seen tough to justify that. But don't stop running the day-to-day activities - just invest a little in your future

Marketing is like planting bamboo. In the first six years the seedlings only grow about 12 inches high. It could be very discouraging to the bamboo farmer. Then 'suddenly' in the seventh year the bamboo sprouts to 6 feet tall. In marketing - nothing happens suddenly. It takes time for results to appear. Prospects need to see your name many times before they remember you and recognize your value. You may think nothing is happening because you don't see the growth. You are the bamboo farmer.

Not only is marketing sometimes a slow pay back. It is uncertain. Not everything works all the time. It's been said that half of your marketing efforts are wasted. The problem is to discover which half. You don't know - so do it all.

Make your marketing personal. Relate to people because people buy - companies don't buy. But don't take rejections - real or imagined - personally.

One of my good clients stopped returning my calls. I continued to call and send information. I felt discouraged. I thought she didn't like me any more. A year later she called to say, "I had a major operation and I did not feel like talking to anyone." Boy, did I feel stupid for thinking it was about me. Often when we don't hear back from our clients and prospects -we think it is us. How can we be so self centered. The world does not revolve around us. Just ask my teenager - it revolves around her.

Fine-tune your database of clients, prospects and contacts. Treat your best clients special. Offer them special services. Airlines do this with their frequent flyer points and special status. Stay close to your best clients, keeping them informed and staying informed about them and their business.

Be unique. Discover the 'unwritten rules' of your business then break them to be different. Dell broke the 'rule' that computers must be sold through dealers. Dell is now a leader in computer direct sales. Stand out from the crowd. Watch for changes in your industry that may threaten your market. If the crowd goes down you don't have to go with it. The leaders in any market do well even in downswings.

Network with leaders in other business to learn about changes - threats and opportunities in their industries. These are people who may or may not actually buy your product - but you gain information, prestige and inspiration from them. You might partner with them for a joint promotion. It builds your credibility to be seen with leaders.

Build your credibility as an expert with the help of the media. Develop your media contacts. You will get the best results from appearing in print. Print has the greatest credibility and you can photocopy it for those who did not see it. Build relationships with editors, writers and reporters in the publications your prospects and clients are most likely to read - or respect. Include these media contacts in your database and treat them like your best clients. Keep them informed of changes in your business. Meet them for lunch or coffee. Offer to introduce them to some of your other contacts they may be interested in meeting.

Write articles about your expertise for the publications. Don't expect to be paid for the articles - you want to get your name out often. The easiest articles to write are tips lists. Editors like them and readers love them - easy to read and use. Once you get published - recycle the articles and offer to other publications. Photocopy the articles and send them to everyone on your database - or at least to your best clients so they receive useful information and see what an expert you are. You must be an expert if your words are in print!

Keep your business alive; invest in future growth through smart marketing.

About The Author

© George Torok is coauthor of "Secrets of Power Marketing"; Canada's first guide to personal marketing for 'non-marketers'. He delivers seminars & keynotes across North America. To arrange a speech or training program you can reach George Torok at 800-304-1861 For more information about seminars visit www.Torok.com

info@torok.com

---

Have You Thanked Your Competitors Today?

Competition in the business world is often viewed as a... Read More

(P)Refer to Grow Your Business

(Although this article is geared towards small business owners, the... Read More

Small Business Marketing - Clarify Success

When you hear the word "success" does it bring on... Read More

Setting Prices - Pricing Your Consulting Services

THE PSYCHOLOGY OF PRICINGIn case you hadn't noticed, people can... Read More

The Role of the Business Model and Strategy for Business

People will always stress that having a well researched business... Read More

Employee Monitoring - Business Risks For Employers And How To Avoid Them

E-mail and Internet use are integral parts of the typical... Read More

Packing Material Thats Cheap!

Shipping materials can be expensive! Even the styrofoam "peanuts" can... Read More

How to Raise Your Fees and Thrill Your Customers

Think the best way to get more customers is to... Read More

Speed Kills on the Web!

I only have to point to the 555 plus failed... Read More

Computer Tips that Help Small Businesses Operate Profitably

When working properly, computers enable small businesses to make big... Read More

The Beauty of Focus and Plan B

Did you ever have one of those days or weeks... Read More

How to Avoid the Most Common Reasons for Small Business Failure

The life cycle of the typical small business is short... Read More

Too Many Lawyers in Franchising Today

Attorneys and Lawyers are ruining the franchise industry. It is... Read More

Does Your Small Business Marketing Suffer From The Bulldog Effect?

If you're an entrepreneur responsible for your own small business... Read More

A Small Business Consultant Can Help in Many Ways... But One Thing He Can?t Provide

A consultant must remember that the business belongs to the... Read More

Truck Wash Business Case Study

Often smart entrepreneurs look for out of the way businesses,... Read More

Todays Chef, Tomorrows Restaurateur -- Startup Tips by Restaurant Consultants Inc

Researching information for a recent business plan, I came across... Read More

Becoming Recession Proof

A lot of business owners I've spoken with lately have... Read More

Small Business Marketing Series ? Choosing a Niche Market

Many smaller businesses choose niche markets for various reasons and... Read More

Finding the PERFECT Alliance Partner

Where do you look for the appropriate alliance?One of the... Read More

Making Direct Mail Work for Small Businesses

If you own a small business, then you know the... Read More

Franchises: How to Find the Best Franchise Opportunity for You

If you are looking for a franchise opportunity, the choice... Read More

Franchising Industry Burdened in Over Regulation

There were only an estimated 1800 active franchisors in this... Read More

A Portable Trade Show Exhibit Makes for an Easier Show

You can make your trade show experience much easier by... Read More

Business Relationships Defined

What makes a business relationship?What really makes a business relationship?... Read More

Naming Your Business: 3 Tips To Ensure Success

If you are just starting your business, or if you... Read More

The Virtual Assistant

As a small business owner, outsourcing work to Virtual Assistants... Read More

Personal Success - Take a Break from Business

Have Some Time to Yourself One of the most important... Read More

Hard Money Lenders -- No Money Down The Easy Way

Would it help you as a real estate investor to... Read More

Do You Want Your Own Fully Programmable ERP? - Part 3

Continuing from the second article:6. About the aground mathematical model,... Read More

Marketing Your Small Business - The Top 10 Brilliant Ideas

A Brilliant Marketing Idea... sounds great but what is it?... Read More

Setting Up a Pressure Washer Rig to Clean Concrete

Maximum efficiency in the cleaning industry is a key to... Read More

Small Business - Would You Still Need An Accountant If You Didnt Need A Tax Return?

After over thirty years advising small business it still comes... Read More