one can really say how the economic situation will develop in 2009, even if the
forecasts are anything but rosy. But what should you do in this situation as
the owner of a small business or as a sole trader? Hope for better times or
mobilize everything within your power? And what happens if everything turns out
differently than you had expected? Of course, there are no magic bullets, but
doing things just for the sake of it is certainly just as counter-productive as
simply waiting to see what happens next. Therefore, it is especially important
to place special emphasis on your personal qualities, to appear confident, and
to sell yourself and your own performance well.
1. Increase your pull
retain customers when you become irreplaceable in your relationships with them
– but naturally, this means that your services have to be high quality. Then,
the customers come and remain without you having to put pressure on them
through advertising or acquisition calls. The basis for this is that you
develop a pronounced awareness of your own market, your customers'
requirements, and your own needs and that everything you do in your business is
based on the above. If you do this, every completed order, every meeting with
customers, every phone call to customers, your reliability and also the quality
of your work become part of your pull marketing.
2. Your personality is your capital
a small business owner your personality is one of the most convincing and
effective marketing tools that you can use in your relationship with your
customers, where it develops its full effect. Trust, credibility, reliability,
and a true interest in the person you are talking to are just a few of the
elements that make up an intact customer relationship. But don't forget: It
must be your true personality, not a role that you feel you have to play in
your profession. Always be authentic, this is the only way your personality is
shown to its full advantage.
3. Focus on your strengths
greatest development and success potential is in your strengths and talents,
not – as is commonly assumed – in fighting your weaknesses. If you concentrate
on your strengths, you will always be a step ahead of those who focus all their
energy on dealing with their weaknesses. In other words, be aware of what you
are really good at and use this insight to ensure your success.
4. Be your own PR manager
should be self evident that your work is good. But unfortunately, it is not always
so obvious that your customers realize this. Therefore, it is important that
you actively show what you are capable of and what you can provide. This has
nothing to do with boasting, it is a necessary part of your marketing. So, stop
being so reserved and talk about your successes, performance, qualifications,
and skills. Personal PR will increase your pull even more. This is assuming
that you actually know what you have to offer. Be aware of your strengths.
5. What's special about you?
gain attention on the market it is important that you stand out from the
competition. Hence, it is vital that you find out what is special and
unmistakable about you and your product or service. With small companies, for
example, this is often their intensive personal contact with their customers.
But a special area within your field of activity or a special skill can give
you the necessary lead ahead of the competition. When you have found your
special attribute, focus on this and continue to develop it. It is more promising
to provide top service with a small range of products or services than covering
a wide range only adequately.
On the next page read about positioning, price
wars, and service