By Candice Sealey
It is said that the average small business loses half its customers within three years, this is according to serial entrepreneur, speaker and consultant Barry Moltz. What if I told you, you could beat those odds by avoiding some common mistakes:
1. Being inconsistent
Think about it, how does a Heineken in SVG taste vs a Heineken in Europe? The same. That’s consistency …. At times, small business owners are bad at creating this kind of consistency. That’s an especially bad idea when it comes to sales. As an owner, you may tend to do sales and marketing when business is slow and then stop as soon as business picks up, thus cutting off the pipeline that created the business in the first place and setting things up for another slow cycle. Instead, you should always be working on sales and marketing, even when business is good.
2. Staying silent
In a crowded marketplace, you’re easily forgotten. You lose influence with your customers each month they don’t hear from you.
3. Failing to build a
Contacting your key customers and prospects at least once a month is vital. How about giving them something of value, preferably by email eg. Useful information, including articles or tips. Find a systematic way to keep the connection going, so as to build a trust relationship.
4. Not listening to what they’re saying about you
According to Barry Moltz, “With the Internet, every customer can talk to every other customer.” The average person has 184 conversations a week about the products he or she buys, he says. And, he adds, “The Trust-O-Meter has shifted.” Where, once customers trusted advertising and celebrities who endorse products, now they only trust each other.
Bottom line is, whether you think they are or not, people are talking about you online. What will they say?
Candice Sealey is the Founder & Principal Marketing & PR consultant at Ignite! a Full service Marketing & PR Consultancy that helps businesses owners/marketers to promote their businesses, to raise awareness, attract new customers and increase sales. We help you work out what marketing is needed, we bring a fresh approach, create a tailored plan and make it happen, leaving you free to concentrate on dealing the other areas of your business.
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