The District Chronicles

Issue date: 10/11/09 Section: Business

Increasing sales involves not only pulling customers in but pushing sales info out too!

Increasing sales during economic crisis, particularly for startup entrepreneurs is the single most important learned business survival tool. Every customer contact, large or small is a potential new sale.  The tough economic climate forces consumers to seek high-quality discounts that cut expenses across the board. Take heart entrepreneurs - sales skills can be learned.

Are you able to pull customers in or just pushing sales information out? Review your marketing approach to better coordinate a pull, then push strategy. Take a look at your Web site, brochures, newsletters and proposals.  Don't try to serve everyone, develop effective leadership presence within your niche market. The marketplace is too competitive to serve to everyone.

An entrepreneur, not having a niche is like trying to sprint to an unknown destination. By defining your specific niche identity, it better enables you to find that pot of gold. Implement a plan that draws the customers to you - then push for sales. Otherwise, it requires too much time and money spent aimlessly pursuing dead ends.

What's a niche? Your niche can be a target market or brand specialty. Look for everyday familiar examples such as; "Subway" or "KFC." Their popular niche brands are the "five dollar foot-long sub" or "we do chicken right." Having both a target market and a specialty to define or pull your customers is ideal, e.g. "Cold Stone Creamery - enjoy creating your own high quality ice cream, cakes, and smoothies."  By identifying a niche that works, entrepreneurs become "experts" or recognized market evangelists. 

This begins the sales networking process, potentially opening up opportunities to publish articles, speaking, or community mentoring to establish your identified brand name. Customers may start calling asking for advice or information. Keep in mind that networking is not just going to a room and exchanging business cards; it's creating a pool of contacts from which you can draw clients, referrals, resources, and information.  Do your marketing materials pull new customer sales?

1. Begin with a clear identification of the niche market(s);

2. Define client problems and concerns;

3. Create a picture, logo or brand name identity that draws customers;

Continued...

Page 1 of 2 next >

Article Tools