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10 Things you can do today to get a cash injection, move surplus stock or
get some movement into a stagnant business. (And it won’t cost much more than your time and ingenuity, and possibly a little spare cash.)
By Therésa Müller, CEO, ZA Group
1. Barter
What is barter? It is an exchange — of goods or services — for other goods or services, without using money. Barter is what people did before there was money. Think about all the things you need as a business, and then offer your surplus stock or time to the businesses that supply the things you need.
Be creative. For instance: barter your services or a percentage of your potential income for advertising with a local publication, radio or TV station. Make sure that the exchange is invoiced on both sides, even though there is no exchange of actual money. By law you are required to pay VAT even on a barter exchange.
2. Use your business card as a marketing tool
Put it up at community, school, church and shopping centre notice boards. And next time you have to re-print your cards, consider printing a short, compelling sales message on the reverse side. Or consider making your business card into a mini-brochure that opens up to give potential customers more information about what you do. People often can’t remember who they got a particular business card from ... or what the business does. So, give them something to remember you by ... and a reason to do business with you.
3. Write a letter
Write a letter to someone you want to do business with. Send it by normal post or by email. Tell them about your services and products and tell them that you want to do business with them. The person or business you are writing to must need what you have to offer and you have to give them a very good reason to choose to do business with you. If this is something that appeals to you, go get some more, useful information on direct mail at http://www.zamarketing.co.za/direct_mail.php.
4. Use your email signature to sell for you
Use a signature that includes your logo, business name, phone number, e-mail address and a live link to your web address. Below this, add your slogan and a special offer or invitation or simply information about your product or service. Renew this message on a regular basis or have a bunch of different email signature messages ready to be used at a whim.
Here is an example of an email signature using one of almost 40 different messages that we have at our disposal:
ZA Group (Pty) Ltd
Telephone | 0860 92 0000
email | info@zagroup.co.za
web | www.zagroup.co.za
Strategic Marketing & Communications for Change
Beautiful, different, locally made corporate gifts
that alleviate poverty or support a South African artist.
http://www.zamarketing.co.za/corporate_gifts.php
5. Start calling
Get on the phone and call the owner or manager of a business that you would really like to do business with. Tell them what benefit they will gain from what you have to offer, e.g. cheaper hourly rates, faster delivery, increased sales, increased productivity, etc. Make sure that this benefit will really truly make a difference to them.
6. Piggy-back every opportunity to communicate what you have to offer
If you are mailing out or delivering anything in an envelope, package or box, include a flyer promoting something else that you also sell. Add a sales message on your invoices. Or include a discount coupon (with a deadline) to stimulate the next order. Or include a flyer listing all the services offered by your business. Customers are often unaware of the full range of products and services offered by their suppliers.
7. Hold a sale
If it is viable for you, hold a sale to generate some hype around your business. Here is another article that will tell you everything you need to know to make sure your sale is successful.
8. Have a wall? Use it as your own, rent-free billboard
If the space is blank and it is yours, consider using it. Just remember to get municipal permission to advertise there before you commission a mural artist.
9. Display your achievements
Frame your certificates, customer testimonials, before and after photographs, awards, thank you letters, etc. and hang these in your office or reception area as proof of your qualified expertise.
10. Get some free publicity
Have pen? Can write? Then offer to write a regular column for a local newspaper or magazine, always including a small resource box containing factual (not sales) information about you and your business at the end. Once published, photocopy the column and send copies to your clients.
"The man who stops advertising to save money
is like the man who stops the clock to save time."
— Henry Ford
About the author:
Therésa Müller is the CEO of ZA Group pty ltd — her third business in a marketing career spanning two continents, three countries and twenty-odd years as a marketing professional.
Want to know more about ZA Group? Go to http://zagroup.co.za/profile/
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