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

---

How to Handle Rejection When You Start an Office Cleaning Business

"If at first you don't succeed, then skydiving definitely isn't... Read More

Beginning an Internship Program

CONSIDERATIONS FOR YOUR INTERN: Specify the number of hours the... Read More

Is Your Small Business Name Important?

You bet a name is important. Many small business owners... Read More

Internships: Good for Everyone

Many job applicants want a job but often do not... Read More

Going Public by Way of Regulation D (504) Offering

Under the Securities Act of 1933, any offer to sell... Read More

Starting a Mobile Auto Detailing Business; Dry Wash or Pressure Wash?

Many experienced auto detailing professionals who have started out using... Read More

Entrepreneur to Employer

You make the decision to go into business and for... Read More

Too Many Lawyers in Franchising Today

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

Write An Effective Job Proposal

I am simply amazed at the problems some of my... Read More

Get Free Payroll Forms Download from the Internet

Having a successful business means also having a good working... Read More

How to Raise Your Fees and Thrill Your Customers

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

Tips For Successful Home Show Businesses

Opportunities for home show businesses have never been more abundant.... Read More

Increase Profits With a Small Investment of Time and No Money

The less a business pays for goods and services the... Read More

Small Business Success: Thriving During Change (And Landing On Your Feet!)

If I had $1.00 every time I heard someone say... Read More

Equipment Maintenance Manual for Mobile Cleaning Business Outline

Service Cleaning Businesses must maintain their equipment in order to... Read More

Cost Effective Franchise Regulations, Come again

The Franchise Group at the Federal Trade Commission in all... Read More

Keep TRACK of your Business Relationships and Gain Profits

How do you know when an alliance needs to be... Read More

Real World Accounting for Small Business Owners

If you're like me, you love accounting. It's so fascinating... Read More

Are You Making These Mistakes In Your Business?

You've probably heard the statistic that 95% of small businesses... Read More

How the Crab Effect Obstructs Growth and How to Conquer It

Some of the greatest words of wisdom for any man... Read More

WARNING to Home Based and Small Business Who Want to Buy Television Cable Advertising

Most small businesses will not even try to advertise on... Read More

11 Things Small Business Owners Can Learn From Punxsutawney Phil

1. Look Over Your Shoulder ? Of course, Punxsutawney Phil... Read More

Quality Controls for Franchising Companies Sample Outline

Quality control in franchising companies is paramount and all franchising... Read More

Banking and Company Credit Card Policies for Small Business

Does your small business have a banking and credit card... Read More

Tips on Setting Up Your Small Business Bank Account

One of the first things you will need to set... Read More

11 Things Small Business Owners Can Learn From Tiger

1. There Are No "gimmes" ? They count two-foot putts... Read More

Maintaining Your Carpet Extractor in Your Auto Detail Shop

Auto Detailing: Maintaining A Commercial Carpet ExtractorYou should drain your... Read More

Measuring Your Way to Success

Are you a motivational speaker who consistently gets rave reviews... Read More

Your Business and the Story of a Tree; Part One

This morning, I went to take a short walk outside.... Read More

Discover How You Can Start Making Your Small Business Dream Come True

As a teenager I worked for my father's small business.... Read More

A Small Business Must Have a Solid Foundation

We all know that a building has to have a... Read More

Packing Material Thats Cheap!

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

1 Overlooked Key to Small Business Success

Is this you?You dreamed of owning your own business, doing... Read More