Networking

1. Isolating Yourself
When setting up a business, you can get so overwhelmed with the administration that you don’t focus on building up your network. Networks can provide a way to catapult your business forward through referrals, joint ventures, or providing industry knowledge. Networking does not need to be through formal events but can come in many forms. Even using websites to become aware of who and what is out there is useful. Giving time for self development and training activities to grow your skills, can be one area that is given a lower priority which can often lead to unwise decisions.

How may you take more time to mix with people who you think can contribute to your business?

How may you increase the priority given to grow your skills?

2. Not Having an Overall Marketing Strategy
Instead of developing a comprehensive plan that has been thought through and well researched, many entrepreneurs just dive in with a few good ideas, using a try and see approach. Often these ideas are not suited to your niche or business type, or it is the wrong timing for the stage of growth you are at. Working from the start and considering what you offer and to whom, your branding, differentiation and positioning can all be crucial steps to work through for success.

Have you a comprehensive plan that is constantly reviewed and improved?

3. Not Sticking With a Marketing Strategy
Many entrepreneurs try a few marketing strategies and when these strategies don’t work in the first few weeks or months, it is assumed this is the wrong strategy and something else is tried. Often the strategies have not been tried for long enough to fully see the benefit, or for the entrepreneur to become skilled enough to make the strategy successful. Focusing on two key strategies to market your business can really test whether these are right for you. Another mistake is to focus too much on passive marketing, such as websites, articles, ads, etc, and not enough on active marketing, such as presentations, workshops, networking, and referrals.

What percentage of time are you spending on passive and active marketing?

4. Not Leveraging Your Time
The trap that all entrepreneurs are faced with, once a business starts to grow, is that they can’t do everything. Many will keep the business small rather than recruit help, outsource or delegate. Leveraging is one key to successful growth. This is a skill you need to learn to become comfortable with in order to grow your business.

Are there tasks that you need to delegate to successfully grow your business?

What sort of people do you need to turn to for assistance?

5. Not Generating a List of Leads
On beginning a business, you are constantly meeting people. If a database is not started in some form, many of these contacts can be lost and the opportunity to market to them is wasted. Providing an opportunity for people to sign up to a regular newsletter can be a valuable tool to develop a relationship with prospects that may eventually be interested in buying your products or services. To get you started, excellent free ideas on developing successful marketing emails, and other useful marketing ideas, are available from the Ezine Queen, Alexandria Brown.

Do you have some system to collect leads and contacts?

If not, what would be the most appropriate system for you?

6. Not Having a System to Follow
Developing a system that is repetitive, simple and that works, is crucial for success. Many entrepreneurs have a number of different ways of operating, and do not record information that can help them determine what is a successful marketing method; or do not develop a system that will keep their time commitment to a minimum.

Do you have systems that you know will work for you?

7. Lacking Confidence
Believing in yourself is crucial to successful marketing and gives you the ability to put yourself out of your comfort zone and grow. Confidence in your product and yourself is infectious and attracts clients. Most people who are successful do not wait for success before they feel confident. They have confidence in themselves and their ideas first; and then the success follows.

Have you decided you are worth something, even if you have yet to prove it?

8. Taking on Any Job
Distractions and following secondary goals are some of the main ways you can sabotage your behaviour and not concentrate your efforts to make a difference. Often called the “Shiny Light Syndrome”, it is easy to be sidetracked into accepting many opportunities that come your way, just because you have been asked. Some of these may not fit your niche, experience, or passion. The end result can often be a poor, halfhearted job that reduces the amount of quality time you can put into projects that more closely match some of the above criteria. Being clear on your niche, your values, and your strengths can help you avoid “Shiny Light Syndrome”.

What projects have you been involved in that were a distraction from your primary goals?

How can you avoid this trend?

9. Selling Only One Product
Having a product funnel can be a key to obtaining a regular source of income. Many prospects will be reluctant to purchase a highly priced product first, but may be willing to build up to this, by purchasing several lower priced items that give them confidence in who you are and the quality of what you do. For example, if a coach only sells coaching. Success is far more likely if a coach starts by having a free ezine, then some low priced ebooks, or a subscription website; followed by higher priced products such as a course, manual, or group coaching programme; as well as the highest priced items, such as private coaching.

How wide is your product funnel?

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This article may be reproduced in its current form provided the following credit is included.

Jane Johnson is one of Melbourne’s leading Women’s Performance Coaches. She has worked with many solo entrepreneurs, small business owners and executives, to enhance their success in their chosen career or business; and improve their income levels. She has also helped many clients find more fulfilling work. Jane is author of the home study course “Finding your Life Purpose” and several ebooks. She also runs teleclasses and workshops in these areas.

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You may think marketing your business to the widest possible pool - trying to be all things to all people - is your best chance to succeed. Unfortunately, this approach is limiting your ability to make money and attract customers.

Positioning yourself in a niche is a powerful approach to marketing. It is a strategic process to match your expertise and passions - and it sets you apart. It helps distinguish your company in the minds of your target audience.

Remember, you are competing with a lot of noise in the market to get your potential customers’ attention - and their business. If you can stand out with a unique benefit (such as your niche specialization), you are a lot more likely to get noticed because you are distinct from your competition.

By choosing a precise niche, your prospects and customers understand precisely what it is that you offer. Your services are clear and precise. The narrower your niche, the easier it is for clients, prospects, and referrers to remember what you do. Additionally, a niche makes it much simpler to develop your marketing program. You know exactly where to focus your efforts and what your message will be.

Here are some of the specific ways defining a niche will help your marketing:

* You will know exactly where to advertise.

* You can optimize your website so that your niche market can easily find you.

* You can create advertising and promotions that appeal specifically to your target market.

* You’ll know exactly what your target audience views as challenges, so you’ll be able to more easily develop products and services to solve these problems.

* You can learn everything about your target audience - allowing you to position yourself as the expert in your industry.

* You’ll know how to network with your target audience because you will know the conferences, trade shows, and/or seminars they attend.

You can develop your niche based on a number of factors. It can be determined by the type of customer you want to work with, the type of services you provide, the way in which you provide your services, your style or approach, geography, or your network of influence. It can also be a combination of these things.

One way to begin to drill down to your niche is to evaluate your current customers. What group are you serving right now? What do they find unique and valuable about your company? If you don’t know - ask them. It is important to understand your services from the customers’ point of view.

As you examine your current customer base, you may be surprised to find you have already carved out a niche. If you haven’t, choose an area of focus in which you are passionate and have some knowledge. After all, if you don’t enjoy working with your customers, why bother? It also makes it easier if you pick a niche you already know well or one that will be fun for you to research.

Once you define your niche and position your company as an expert, there really is no limit to your business growth (and the amount you can charge for your expertise).

Wendy Maynard, your friendly Marketing Maven, publishes REMARKABLE MARKETING, a free weekly ezine for entrepreneurs, business owners, and freelancers. If you’re ready to skyrocket your sales, easily attract customers, and make more money, sign up for her FREE ezine and marketing report now at http://www.gomarketingmaven.com

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We’re in the last quarter of 2005, and setting goals for business growth and marketing that will give you momentum starting 2006 are part of every entrepreneur’s ‘to do’ list. Does your image relate to and support what you wanted to achieve in 2005? What about goals for 2006? How do you want others to see you and your business?

You’ve got to project professionalism if your plans for the end of 2005 and the beginning of 2006 include moving into a new market or gaining market share in a current market. You need to project success, confidence and authority. While you’re revamping or creating a marketing plan, do some research on your perfect client.

Are your perfect clients solo entrepreneurs working from home? Are they small businesses with a commercial location and multiple employees? Or could they be a medium-to-large corporation with multiple projects they’d like your assistance with? Each of these clients will relate to a slightly different image, though there are some universal requirements for being relatable in business.

Your website (if you have one, and if you don’t you should!), your printed marketing materials (brochure, business cards, etc) and everything from the message on your answering machine to the mailing labels that you use to send out invoices or quotes must reflect your professional status.

Running a small business (whether it involves retail, home-based or a virtual business) can require that you project the polished professionalism of a multi-million dollar enterprise. Even if you are only investing hundreds of dollars versus tens of thousands of dollars for marketing and advertising, you are still creating a public image for your company.

The danger occurs when your personal and professional image doesn’t correspond to your company’s printed image. That creates a credibility-destroying disconnect between your Total Image (Visual, Vocal and Verbal) and the projected image that you’ve created with your marketing materials.

Here are some tips for ensuring that you relate to your target market in a positive way and reassure them that you are safe to do business with:

1. Participate in networking activities that involve businesses and individuals in your target market - notice how they are dressed, and pattern your attire after theirs. For example - if you are targeting banks, insurance companies or financial services institutions as clients, you’ll need to dress conservatively. A dark suit with a white or light-colored shirt or blouse will be immediately relatable and put your client at ease. You can add personality through the use of accessories, but even there, you must be careful not to have too many focal points in your ensemble.
2. If you are targeting a specific company, look that company up via the Internet. A Google search on the company’s name can bring you lots of information on their corporate ‘culture’, just by checking out their web site and what press information is posted about them. A website that uses flash technology, bright colors and upbeat music speaks to a very different type of company than one that uses conservative colors (and a limited number of colors), static images and no music.
3. Ask friends, family and professional peers if they know someone who works in your target market industry or if they know of companies in your target market. Find out what the reputation of the company is within the community, and you’ll have a definite edge over someone who doesn’t do their homework.

Does all this take time? Of course! When the payoff is more customers, more income, more profit and ultimately a more self-confident and assured business owner (You!), the time you invest will be well spent.

About the Author: Dianne M. Daniels, AICI is a Certified Image & Color Consultant, Professional Speaker, and the author of “Polish and Presence: 31 Days to a New Image.” She has helped individuals and organizations refine and define their personal and professional image. Visit her site to find out how you can design and maintain a Total Image that sets a climate for success at http://www.imageandcolor.com.

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