Statistics show that the days of voicemail are numbered. Recently published numbers reveal that more then three quarters of people do not leave messages when they are sent to voicemail. They simply hang up.
So why do so many small businesses still depend on voicemail? The answer is simple. Voicemail is convenient for the business--not the caller. And that is bad for business.
More and more customers are turning away from voicemail, favoring text messages and emails instead. Consumers know what's convenient for them--even if businesses are slow to catch on.
The situation has led to the rise of speech-to-text providers. They turn voice messages into text messages and send them on. Big businesses can afford this extra service, but small businesses are likely to consider it a needless expense.
All this confirms what has long been suspected. And it comes from experience. A deliberate decision was taken by the Business Owners Institute of New Jersey not to have voicemail. The organization received a continuing stream of phone calls from owners of small businesses seeking help with management and growth problems. Every phone call was answered before the third ring--by a live person. Callers responded positively to the set-up.
Prompting a client or customer to go to voicemail simply delays--and sometimes kills--a relationship. Owners of small businesses need to realize that telephones are for the convenience of the customer--not the business owner. Phones should be answered promptly by a live person. If the caller is trying to sell you something, you can simply hang u.
But if a caller is trying to place an order, arrange a purchase, or needs information, the caller deserves to speak with someone. Flipping the caller to voicemail and getting a hang up can mean you lose a customer. All of us know that you never want to miss a call from a fresh referral.
Today, savvy business owners are turning their smart phone into their business phone. You have it with you all the time, and you answer it when it interrupts you. At the very least, have calls from your business phone automatically and seamlessly transferred to your smart phone.
Small business blog for the Arkansas River Valley. Features People, Businesses and Events.
Thursday, January 7, 2016
Tuesday, January 5, 2016
Easy ways to get more referrals
Every business owner knows the value of referrals. When people are referred to you, they arrive pretty much open to your products/services.
Referrals are a natural part of human interaction. We talk with each other, and we want to share with each other our thoughts, feelings, ideas, and much more--like a new restaurant in town or a plumber we know.
Social media like Facebook and Twitter provide a mechanism for these interactions. But there are some other ways you can promote referrals for your business.
Nutritionist -- Mary has lots of training and experience in nutrition. To connect with new clients, she regularly gives informational talks and sessions at wellness centers, senior centers, organizational meetings and other venues. She answers lots of questions, makes future appointments, and hands out literature. All this results in people subsequently talking about her in the community. Referrals come in. These activities speed up a naturally-occurring process, and they are in addition to her Twitter and Facebook postings.
Electrician -- Ralph is an electrician working alone, carrying his tools and equipment with him in his van. He targets homeowners and small businesses, handling their electrical problems and needs. Every time he finishes a job, Ralph meets with the customer, explaining the work and answering any questions before presenting his bill. Then, he hands the customer a half-dozen business cards asking that they pass them on to friends, neighbors, and other business owners. It is a simple process, but it has worked for Ralph. People receiving his business card call him to fix their problems.
Interior design -- Eric takes a more aggressive approach to getting referrals. He is an interior designer handling residential and commercial clients. When he finishes an assignment, he asks for referrals and frequently receives a couple on the spot. Then, in about three months, he calls the client again, asks if there's anything else he might do for them, and, again, asks for referrals. Not only does this provide client follow-up, but it results in more referrals. He also maintains relationships with several real estate professionals who pass on to him referrals of new people moving into the area.
There's more to life today than Twitter and Facebook. Some older methods still work very well.
Referrals are a natural part of human interaction. We talk with each other, and we want to share with each other our thoughts, feelings, ideas, and much more--like a new restaurant in town or a plumber we know.
Social media like Facebook and Twitter provide a mechanism for these interactions. But there are some other ways you can promote referrals for your business.
Nutritionist -- Mary has lots of training and experience in nutrition. To connect with new clients, she regularly gives informational talks and sessions at wellness centers, senior centers, organizational meetings and other venues. She answers lots of questions, makes future appointments, and hands out literature. All this results in people subsequently talking about her in the community. Referrals come in. These activities speed up a naturally-occurring process, and they are in addition to her Twitter and Facebook postings.
Electrician -- Ralph is an electrician working alone, carrying his tools and equipment with him in his van. He targets homeowners and small businesses, handling their electrical problems and needs. Every time he finishes a job, Ralph meets with the customer, explaining the work and answering any questions before presenting his bill. Then, he hands the customer a half-dozen business cards asking that they pass them on to friends, neighbors, and other business owners. It is a simple process, but it has worked for Ralph. People receiving his business card call him to fix their problems.
Interior design -- Eric takes a more aggressive approach to getting referrals. He is an interior designer handling residential and commercial clients. When he finishes an assignment, he asks for referrals and frequently receives a couple on the spot. Then, in about three months, he calls the client again, asks if there's anything else he might do for them, and, again, asks for referrals. Not only does this provide client follow-up, but it results in more referrals. He also maintains relationships with several real estate professionals who pass on to him referrals of new people moving into the area.
There's more to life today than Twitter and Facebook. Some older methods still work very well.
Thursday, December 31, 2015
Attracting more people
Attracting new clients and customers is an on-going concern in business. It expands your reach in the community and keeps your business healthy and growing.
At the same time, you need to bring back your present customers and clients. Keep them talking about you. Keep them happy and returning.
Here are a dozen ways to do this.
+ Keep your Facebook page active. Snap and post pictures.
+ Attend networking meetings. Introduce your business to others.
+ Ask existing customers/clients for referrals. Remind them often.
+ Join local organizations. Volunteer to help.
+ Form a MeetUp.com group. It's free.
+ If appropriate, get your business on Angie's List.
+ Hold an open house. Explain and demonstrate what you do.
+ Offer free "how-to" workshops. People love to learn.
+ Build your email list and send out brief announcements.
+ Send news releases to local papers--some will get printed.
+ Offer your expertise as a guest speaker. Groups are looking for you.
+ Offer freebies and gift certificates. Give out coupons.
Some marketing experts say that new customers are more valuable than existing customers. They represent future value. And, let's face it, for one reason or another, you will lose your existing customers--they move, they find another supplier, they just disappear.
Most of these methods don't cost you anything, except your time. All are meant to get you and your business better known in the community.
Tuesday, December 29, 2015
Lessons from 2016
No, that's not a mistake. You've learned many lessons. Now is the time to get busy and apply what you've learned to the 2016 year.
Technology is coming at us like a tidal wave. And leading the tsunami is social media--Facebook, Twitter, Instagram, Pinterest, Google+ and all the rest.
Get ready. The coming months of 2016 can spell the difference between success and failure. It's up to you and the market you serve.
Beauty -- Amy operates a popular hair salon. She's noticed that her customers are getting older. She wants to continue serving them, but she sees the need to appeal to the younger set. She began posting fresh hair designs on social media. These got "likes" and passed around among friends. Amy's business is growing by appealing to a wider market segment. She is planning to put up a series of pictures on Pinterest showing hands working to create the new designs.
Health -- Joe is a chiropractor. He needs to expand his client base, so he brought in a nutritionist for free sessions. Joe promoted these on social media and this drew people hungry for information on food, weight problems, and healthy eating. It has turned into a powerful promotional tool for Joe's chiropractic practice. At the nutritional sessions, Joe provides short demonstrations on chiropractic. And he regularly promotes on Facebook, Twitter and Instagram.
Restaurants -- Marie runs an upscale restaurant. To appeal to a wider customer base, she posts pictures of specials and mouth-watering entrees on social media every day. Some are for lunches, others are for dinners. To punch up the operation again, Marie arranged for an app for her restaurant. Today, people can access and order their meals while driving to the restaurant. When they arrive, the meals are ready for diners to sit down and enjoy.
Social media offers a quick and easy way to expand your customer base. If you already use Facebook, what about the others? All of social media is quick and for the most part, it's free!
Thursday, December 24, 2015
Promote your business with partnerships
Any small business can promote itself by partnering with other local businesses. Two businesses come together to hold open houses, informational meetings, workshops and other gatherings. These attract more attention than either acting alone.
Informal gatherings are popular with the public. Especially when they are free. People are hungry for how-to information. They want to ask their questions and get answers from people who know. And maybe a cup of coffee or tea.
Getting started -- Talk with another, non-competing, business owner. Set up an open house at your place or at the other business. Both businesses invite current customers/clients with phone calls, emails, Facebook announcements, Twitter tweets, maybe even a news release. Get the word out to as many people as you can.
Encourage attendance by emphasizing that it is free. Point to what will be demonstrated or discussed. Serve coffee and cookies. Tell people to bring their questions--and their friends. You don't need to rent a hall--most places can accommodate a dozen or so people.
Partnering possibilities -- Here are five examples to show you the way. 1. A small accounting office partners with a financial planner to hold an open meeting on retirement possibilities, inheritance set-ups, taxes, and more. 2. A computer expert partners with a local cafe answering all questions about computer problems, social media, viruses, etc. Everyone has questions about computers, and attendees get to know another place to grab a bite to eat. 3. A florist partners with a wedding specialist to hold a workshop on how to make that special day more special. Or the florist partners with a caterer who furnishes hors d'oeuvres. 4. A landscaper partners with a book store to offer tips on taking care of yards, designing new landscapes, how-to information on pruning. Attendees get to know the landscaper and peruse the gardening books--and buy some to take away. 5. A potter partners with an artist who paints watercolors. The event is held at the potter's studio. The potter demonstrates how to throw a pot, while the artist demonstrates techniques working in watercolors. A partnering bakery is added to the mix, and attendees munch on goodies while they get to know the potter, the artist, and the baker.
Small businesses benefit enormously when they partner with each other to hold events. Excitement is created in the community. The gathering introduces people to both businesses. It's among the best of promotions you can tackle.
Informal gatherings are popular with the public. Especially when they are free. People are hungry for how-to information. They want to ask their questions and get answers from people who know. And maybe a cup of coffee or tea.
Getting started -- Talk with another, non-competing, business owner. Set up an open house at your place or at the other business. Both businesses invite current customers/clients with phone calls, emails, Facebook announcements, Twitter tweets, maybe even a news release. Get the word out to as many people as you can.
Encourage attendance by emphasizing that it is free. Point to what will be demonstrated or discussed. Serve coffee and cookies. Tell people to bring their questions--and their friends. You don't need to rent a hall--most places can accommodate a dozen or so people.
Partnering possibilities -- Here are five examples to show you the way. 1. A small accounting office partners with a financial planner to hold an open meeting on retirement possibilities, inheritance set-ups, taxes, and more. 2. A computer expert partners with a local cafe answering all questions about computer problems, social media, viruses, etc. Everyone has questions about computers, and attendees get to know another place to grab a bite to eat. 3. A florist partners with a wedding specialist to hold a workshop on how to make that special day more special. Or the florist partners with a caterer who furnishes hors d'oeuvres. 4. A landscaper partners with a book store to offer tips on taking care of yards, designing new landscapes, how-to information on pruning. Attendees get to know the landscaper and peruse the gardening books--and buy some to take away. 5. A potter partners with an artist who paints watercolors. The event is held at the potter's studio. The potter demonstrates how to throw a pot, while the artist demonstrates techniques working in watercolors. A partnering bakery is added to the mix, and attendees munch on goodies while they get to know the potter, the artist, and the baker.
Small businesses benefit enormously when they partner with each other to hold events. Excitement is created in the community. The gathering introduces people to both businesses. It's among the best of promotions you can tackle.
Wednesday, December 23, 2015
Keeping up with the times
For years, the word went out. The impending death of small stores was a favorite topic in the media. As usual, they were wrong.
First, the bricks-and-mortars were going to give way to big malls. Then, online shopping was supposed to replace much of retail. But a funny thing happened on the way to the future.
Mall times -- Amy inherited a women's clothing and accessories shop in town. Sales were slow. Amy realized that women were drawn to the fashionable stores that popped up in the new mall outside town. She embarked on redefining her shop--not to compete directly, but to create a new destination. First, Amy visited fashion shows in big cities. She got on the Internet and found new designers looking for outlets. She began offering unique clothing designs and accessories that were not to be found at the mall stores. At the same time, she promoted heavily on social media. Today, Amy even offers a fashion show frequently at her shop, using customers as models. All this has created excitement among women shoppers. She has successfully separated herself from the well-known chain stores at the mall.
Big box times -- Rick once had the only hardware store in his town. Then, a regional WalMart arrived, followed by Home Depot and Lowe's. Rick's options were few--he could close, move elsewhere, or go into another business. He decided on another option--to stay in the same business but redirect it, and move to a bigger location outside town. He developed a very clear idea--he would offer only quality products to discerning customers. And he would additionally concentrate on supplying electrical and plumbing contractors with the specific products they needed, using online suppliers to ship overnight whatever was called for. Also, Rick added truck and trailer rentals. Today, Rick is thankful that the big box stores came to the area--they forced him to expand his business.
Small store times -- Mary spotted a unique opportunity when she looked at the changing marketplace. She and her friends frequently had conversations about their experiences in malls and big department stores. All the products looked the same, the quality left something to be desired, and customer service was iffy at best. Mary decided to open a small in-town shop. She filled it with clothing made from natural fibers, simple toys for children, jewelry handmade by local artists, unique tools for kitchen and garden, and many additional and unusual items. Her shop appeals to the first time visitor and they are returning. People--especially younger shoppers--appreciate the convenience, unique products, and the personal attention they get. Mary is building her brand and her loyal customer base. She posts pictures regularly on social media, and she has added shipping to her website.
Malls and big box stores have their place in the vast American marketplace. So do small shops. Astute owners of small businesses make adjustments--to survive and thrive. The shopping-small and shopping-local movements are alive and well.
First, the bricks-and-mortars were going to give way to big malls. Then, online shopping was supposed to replace much of retail. But a funny thing happened on the way to the future.
Mall times -- Amy inherited a women's clothing and accessories shop in town. Sales were slow. Amy realized that women were drawn to the fashionable stores that popped up in the new mall outside town. She embarked on redefining her shop--not to compete directly, but to create a new destination. First, Amy visited fashion shows in big cities. She got on the Internet and found new designers looking for outlets. She began offering unique clothing designs and accessories that were not to be found at the mall stores. At the same time, she promoted heavily on social media. Today, Amy even offers a fashion show frequently at her shop, using customers as models. All this has created excitement among women shoppers. She has successfully separated herself from the well-known chain stores at the mall.
Big box times -- Rick once had the only hardware store in his town. Then, a regional WalMart arrived, followed by Home Depot and Lowe's. Rick's options were few--he could close, move elsewhere, or go into another business. He decided on another option--to stay in the same business but redirect it, and move to a bigger location outside town. He developed a very clear idea--he would offer only quality products to discerning customers. And he would additionally concentrate on supplying electrical and plumbing contractors with the specific products they needed, using online suppliers to ship overnight whatever was called for. Also, Rick added truck and trailer rentals. Today, Rick is thankful that the big box stores came to the area--they forced him to expand his business.
Small store times -- Mary spotted a unique opportunity when she looked at the changing marketplace. She and her friends frequently had conversations about their experiences in malls and big department stores. All the products looked the same, the quality left something to be desired, and customer service was iffy at best. Mary decided to open a small in-town shop. She filled it with clothing made from natural fibers, simple toys for children, jewelry handmade by local artists, unique tools for kitchen and garden, and many additional and unusual items. Her shop appeals to the first time visitor and they are returning. People--especially younger shoppers--appreciate the convenience, unique products, and the personal attention they get. Mary is building her brand and her loyal customer base. She posts pictures regularly on social media, and she has added shipping to her website.
Malls and big box stores have their place in the vast American marketplace. So do small shops. Astute owners of small businesses make adjustments--to survive and thrive. The shopping-small and shopping-local movements are alive and well.
Tuesday, December 22, 2015
Turn your pictures into ads
You take a zillion pictures with your new technological marvels. But how many times have you used your pictures to promote your business?
Time was, you had to hire a professional photographer to take pictures for your business promotions. Those days are gone.
Today, professional photographers still stand ready to serve. They take pictures meeting high standards of quality--weddings, events and product photography are examples.
But using pictures to promote your business on social media is a different world. Viewers see your pictures for a few seconds. Pictures remind people who you are. The pictures build your brand. And they get passed around to friends.
Healthcare -- Yolinda is a certified acupuncturist. She opened her place and attracted a growing stream of clients, but she knew she could do more. To promote, she decided to set aside a room devoted to community acupuncture. People could walk in, no appointment necessary, spend 20 minutes in a quiet, darkened room and relax. It served as an introduction to acupuncture. She posted close-up pictures (no faces) of her work on Facebook, LinkedIn, and Instagram two or three times each week. More curious clients showed up--including healthcare professionals eager to learn more about acupuncture.
Construction -- Mike is a small contractor specializing in creatively designed decks and porches. To promote, Mike takes pictures of jobs in progress and he posts them on social media. His multi-level decks attract lots of attention, and the close-ups of details of his work clearly show his expertise as a carpenter. Recently, he posted pictures of a tree house he built for neighborhood kids. These pictures led to several new projects.
Interiors -- Susan is an interior decorator specializing in window treatments. She, too, takes pictures of all projects underway and posts on social media. Pictures of her drapery arrangements have created quite a buzz. Drapery materials, pleats and hangings are shown in her pictures. But nothing attracted more attention than a picture she posted showing open drapes with a cat curled up on the windowsill. Pets can be used to promote any business--work them into any picture you take and watch the results.
You are missing opportunities to promote your small business if you don't post pictures on Facebook, LinkedIn, Instagram and others. Just keep taking those pictures.
Time was, you had to hire a professional photographer to take pictures for your business promotions. Those days are gone.
Today, professional photographers still stand ready to serve. They take pictures meeting high standards of quality--weddings, events and product photography are examples.
But using pictures to promote your business on social media is a different world. Viewers see your pictures for a few seconds. Pictures remind people who you are. The pictures build your brand. And they get passed around to friends.
Healthcare -- Yolinda is a certified acupuncturist. She opened her place and attracted a growing stream of clients, but she knew she could do more. To promote, she decided to set aside a room devoted to community acupuncture. People could walk in, no appointment necessary, spend 20 minutes in a quiet, darkened room and relax. It served as an introduction to acupuncture. She posted close-up pictures (no faces) of her work on Facebook, LinkedIn, and Instagram two or three times each week. More curious clients showed up--including healthcare professionals eager to learn more about acupuncture.
Construction -- Mike is a small contractor specializing in creatively designed decks and porches. To promote, Mike takes pictures of jobs in progress and he posts them on social media. His multi-level decks attract lots of attention, and the close-ups of details of his work clearly show his expertise as a carpenter. Recently, he posted pictures of a tree house he built for neighborhood kids. These pictures led to several new projects.
Interiors -- Susan is an interior decorator specializing in window treatments. She, too, takes pictures of all projects underway and posts on social media. Pictures of her drapery arrangements have created quite a buzz. Drapery materials, pleats and hangings are shown in her pictures. But nothing attracted more attention than a picture she posted showing open drapes with a cat curled up on the windowsill. Pets can be used to promote any business--work them into any picture you take and watch the results.
You are missing opportunities to promote your small business if you don't post pictures on Facebook, LinkedIn, Instagram and others. Just keep taking those pictures.
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