When in doubt, throw a party!

When in Doubt, Throw a Party!
By Dave Tester

As a marketing and sales expert (I would rather be referred to as a lead generator) the most common question I get is: “What’s the best form of advertising?” My simple reply is: “The one that works!” It sounds simple but most business owners looking for advertising aren’t really sure what or how to use the medium they select. An over-zealous sales person may be pushing something on you and not explaining how it works. Or you may have heard the web is the way to go and without the proper strategy and tactics the mission of generating new leads for your business will fail.

Here are my favorite five tips when it comes to marketing your business or product:

• Tell a great story! We all love to hear how people got where they are and how they decided to start the business.
• Find a need. All the marketing in the world won’t help you sell a widget that people don’t want. My advice is to ask customers what they want to buy from you.
• Focus, focus, and focus. Who is it you want to tell your story to and what do you want them to know about your product.
• You’re brand is a promise to a customer. Make sure you keep your promise every time.
• Price, quality and convenience. Not necessarily in that order, but good notes to remember in your marketing message. You have to prove your value when they come in the door.

Here’s my million dollar, top-secret marketing weapon. When in doubt throw a party. It sounds simple, but people forget to do it and do it often. Invite prospects in to try your product and make it fun for them to use and, of course, purchase. The price of admittance for your party: bring a friend along.

So now it’s your turn to tell a great story when someone asks you what the best form of advertising is.

Write a letter tonight !

Handwritten Notes—Do You Know How?
By Dave Tester
When was the last time you sent a handwritten note to one of your clients? According to one firm’s statistics, it’s been a long, long time. The Radicati Group estimates worldwide, 183 billion emails are sent per day. That’s two million sent each second! And over half a trillion text messages were sent last year. In other words, it seems electronic messages are the dominant mode of written communication. That’s too bad in my opinion. Because the very act of writing by hand slows the mind and forces it into a more contemplative state in which precisely chosen words convey nuances of emotion that could never be captured in a quick "Wassup?" or “lol”.
I understand the barriers for a rebirth of handwritten notes are significant; postage, stationary cost, the lack of immediacy, and the time and care required in its preparation. For me, an additional hurdle is my hen-scratch penmanship. Nonetheless, nothing expresses respect for a contact or colleague like a handwritten letter. And no love e-mail, text message or cell phone call will ever be carefully bundled into a memory box and savored for years to come. In a world that thrives on acceleration, the handwritten letter calls us to a time more deliberate, elegant, and gracious. What says you care more than taking time with a person. That is truly how relationships are built.
If you want to refine your note writing skills, here are some tips:
• Write something personal
• Check your spelling
• It doesn’t have to be long
• Use nice stationary or cards
• Give the recipient something like a clipping, idea or photo
Remember how you react to email. It can wait. A hand written letter is something special that needs to be read right now.
Try something new, like a handwritten note. At the very least send your Mother one today!

Mean and Lean

How to run your business Mean and Lean
By Dave Tester

We’re already getting ready for the month of May. Isn’t it time to clean up your business plan for 2010? That’s right, I said it’s the second quarter. If you don't have Q-1 completed and at budget, it’s going to be an even longer year for you as the business owner than 2009. Today I have five key points to focus on for the rest of 2010. And you need to be ready to roll them out by April 1st…. no fooling!

1. Run lean and mean. This doesn't translate into cutting the muscle in your company. It does mean continue with sales training and marketing your product. Those are the two places most companies start reducing right off the top. Instead try adjusting the amount of money you are taking out of the company each month for a paycheck. Also look at things like fees on debt, communication bills like phone and cell. And always keep an eye on the number one expense: employees. Again, the suggestion is to run lean and mean. Don't cut just to cut. You should have a long term vision of where the funds from those cuts will go. Always find a way to keep training your sales team and continue marketing your product. (You are doing both of those aren't you?)

2. Inventory management. Not too long ago it was a matter of just loading up the storeroom and moving the product. The challenge now is keeping in stock what a customer wants and not overst6ocking items that don’t sell as well. Get the scope out and focus on inventory management. This can be tough, but it’s another form of ‘lean and mean’ you need to aggressively undertake..

3. Use the internet to maximize your business model. Can I purchase your product 24/7 online? My storefront is always open by clicking askdavetester.com. Are you taking advantage of YouTube to show ways your product makes life easier for customers? You need to be blogging at least once a week about time saving ideas for your customer. Do you Twitter? What does your Facebook page look like? The common complaint about all of these is, “I don’t have time” or “I don't understand how it works.” Hire or find someone passionate about the viral world and take advantage of this great opportunity to maximize your business for a reasonable cost. While you’re at it, check out www.idahobusinessreview.com

4. Don't overlook small orders. I am often guilty of this. However, after writing this column I will focus and take better care of inquiries and small orders. Not too long ago big orders where the way of the world. Now it's about volume and customer service. The key is to get as many customers as possible and take great care of them. First off they will tell other people how you treat them and secondly they will eventually grow into a bigger customer or become a consistent buyer of your product. Make sure you put them in the database at the very least. (You do have a database don't you?)

5. If you forget everything else I wrote about today remember this: always stay in touch and in front of your customer. Always have them focus on why they like to buy from you and what you can improve in order to continue earning their business. Make this a priority in your business. If you’re looking for a tool to help, try www.surveymonkey.com

Be a problem solver

Are you a problem solver or a creator of more problems?

By Dave Tester

I learned a valuable lesson from my grandfather, Dave Tester, in the early 1980's when the loader tractor he loaned me wouldn't start. Trying to prove to him that I could fix any problem, I began to go to work on the tractor. First and foremost, I started with points and spark plugs. I even installed them myself. I also added a new fuel filter. After that didn't work, I began the process of overhauling the engine. Them my Grandfather asked me simply, “Is the tractor out of gas?" Come on--that's too easy I thought. I had spent two full days working to prove my worth by fixing this tractor from the ground up. I reached under the front of the engine and noticed the gas valve had a on/off switch. It was turned to the off position. I flipped the switch on and the tractor fired. That memory brings about today's sales lesson.

Before you go in to meet with a prospect or a current customer, make sure you always ask, “What has worked for you in the past?" So many times we are so eager to sell

a new product, we forget to check the basics of our industry or our product and offer up a new solution. But sometimes there no need to stray from the tried and true---like turning on the gas. I had the same experience last weekend in an effort to get a headlight repaired. The auto technician overhauled the entire lighting system: new wire connections, a new bulb and it still would not work. I asked the question that should have been checked first, "Did you make sure the fuse wasn't bad?" The repair shop wasn't trying to rip me off, they just forgot one of the key basics of sales. Be a problem solver.

Start at the beginning. Ask simple questions like, "Why did you agree to meet with me today?" Create a check list for your product. Mine is a "why advertise" check list that asks the customer to choose from list of 20, the top 3 reasons they are looking for my help. Don’t reinvent the wheel. Simply ask the question, “What has worked for you in the past?"

Get a second set of eyes. I don't want to spoil the soup with too many chefs, but I do want another perspective on the problem. My granddad was a great second set for me.

Do you homework. Make sure you understand your product and, more importantly, take time to find out what your customer is faced with. Remember ninety percent of business owners want information about their industry and their competition. Get out there and find out! Be a resource for them—it adds value.

The next time your car breaks down or a customer calls to cancel an order--make sure you start with the basics. Check the gas gauge. Don’t be running on empty when it comes to problem solving for your customer.