How often has this question been asked by you, your boss, your sales manager, or someone else?

The only one who really knows the answer is your former client.

So, why don’t you ask this person why s/he no longer buys from your company? You might get lucky and find a client who is prepared to talk, but keep in mind that s/he has moved on and may not want to talk to you.

Also, your customer probably will give you only one reason, then thank you for your efforts and wish you well.

How much have you learned? Not much at all.

Recently, I lost a client for whom I had created a suc­cessful direct-mail campaign. This marketing effort had produced a nice 1,148.85% Return on Investment (ROI).

Later, I found out from my client she was upset with the slow response that she was getting from me regarding a marketing questionnaire for which she had paid. After answering the questions, my client wanted her market­ing analysis, but we just couldn’t seem to find a mutually convenient time to get together.

Ultimately, I gave her a refund on the questionnaire and we parted friends.

However, to this day I feel that there had to be some­thing more. Maybe there was a hidden “decision-maker,” someone else who had a final say about who my client does business with or who harbored some ill feeling. I felt very bad when I lost my client because I was hoping that there would be a long and profitable relationship for both of us.

Sometimes it’s hard to pinpoint the definite reason why someone chooses to stop giving you his/her busi­ness.

It can be hard to determine what complaints s/he had about you that led to the decision. Oftentimes, you are left with very little information. Working backwards to discover what went wrong can be very difficult.

However, if you are prepared to ask a new client for a lit­tle time after the first sale or, even better, after s/he has been buying from you for awhile, then you probably can determine the things that keep him or her coming back and buying from you.

After the relationship with your client gets past the new phase and is “long-term,” ask him/her why you get his/her business. There will be many reasons, not just one or two. You may have to probe a little, so ask some open-ended questions. I’m sure that it will be worth it.

Build a file or a database of the answers that you get—the reasons why your clients came to you, of course, but also (if possible) the reasons that they stopped using your competition.

Learn from their answers and discover what you can do to prevent clients from going somewhere else. You can benefit by using what you have learned with your next prospect. This information will help you to convert him or her into a new client.

What are you willing to ask your clients about?

After you have read everything that you can about marketing (including these ideas), after you have traveled thousands of miles in your “personal automo­bile university” (listening to educational CDs and MP3′s in your car), and after you have studied all of the infor­mation that you can find everywhere else, then it is time for you to write your marketing plan.

Gather all of your experience, education, and advice and decide what you will do to grow your business.

Begin by trying and testing your marketing ideas.

Use small and safe tests.

Estimate how long that it might take for you to see the results of your efforts by creating a marketing calendar to help to guide you along the way.

This road map will help you to see how overlapping plans and campaigns affect each other. More importantly, use your marketing calendar to track your results. This will allow you to see clearly which efforts were profitable and which should be discontinued.

Learn to keep each marketing tactic that you under­take flexible.

You will quickly discover which efforts prove to be effective. You will want to use them again, expanding them into new geographic areas and markets.

Unfortunately, you also will find out which efforts proved to be bad ideas, ideas that did not create meas­urable profit. These marketing efforts should be elimi­nated. Don’t waste valuable time and effort trying to fix them. Stick with what works or try something new.

On your calendar, use highlighter pens in different colors to indicate how long the results of each campaign should take.

If you’re a more “digital” type of person, there are many good computer programs and online tools to help you to track your marketing efforts.  In fact, you might want to check out Fast Marketing Plan. There are many tools that will make it easy for you to compare visually how the actual results measure up to your pre-implemen­tation expectations. This information will help you to “fine-tune” your ongoing efforts.

How flexible are your marketing efforts?

Do you re-use your print advertising and positive publicity?

Have you run newspapers and magazines ads? How about blog posts? Are there any articles that have been written about you, about your business, or about your products and services? People may be impressed when these articles and ads run the first time, but how many of them are ever seen again by the public?

Running an ad can be very expensive, so you may not be able to run an ad for an extended period of time. Articles written about your business that get printed in the media have a short shelf life. When the current issue of a publication that contains the article about you or your business is taken off the shelf, people won’t be reading your positive press anymore.  But you can re-use these items in other marketing efforts of your own.

When ads for your business (or positive articles about your business) are printed in a newspaper, Website, blog or magazine, have them copied or reprinted at a local “quick print” shop. You now have the ability to use these reprints in a lot of marketing projects.  Here are some inexpensive ways to distribute your reprints:

• Scan or save as a pdf and e-mail your ads to clients and prospects.
• Post your ads on your web site and blog or Facebook
• Mail reprinted materials along with statements and invoices.
• Include reprints with your next direct mail effort.
• Have some high school students put reprints on parked cars or on the “community posting boards” at the local library or college.

As you are making your reprints, be sure to add the caption, “as seen in (Publication Name),” under the actual ad or article. This caption will give your new marketing effort added credibility.

I ran a small ad for my book “97 Marketing Secrets to Make More Money” in the Wall Street Journal and you can bet I captioned all of my reprints and other marketing efforts with the phrase “as seen in the Wall Street Journal.”

Your advertisements can also be enlarged and displayed at your place of business. This will remind patrons about the offers in your print ads. Your advertisements may only run once in print, but they can live forever. You can reuse them for years.

The same technique can be used to extend the life of any positive articles that are written about your business in newspapers, journals, and magazines. Another great idea is to take these reprinted articles and distribute them to any of your clients and/or prospects who you feel might have missed seeing them in the original publication.

If you want to re-use or re-print an article, you may have to get permission from the author or original publisher and pay a small fee. Remember that it’s priceless when someone who isn’t connected with your business, writes positive comments about you or your business in the media. You can use these comments forever.

“This is like deja vu all over again.”
- Yogi Berra

It is wise to collect and save all the advertisements that you run, all the positive articles that are written, and all the testimonials that you receive from satisfied customers. Put these materials into a binder, and use it as a brag book. Use the material regularly in your marketing efforts, to build credibility and help people feel more confident about making a decision to do business with you.

How many old advertisements or positive press articles do you have lying around that could be reprinted and used in your future marketing efforts?

Many new businesses have heard the term “Marketing Calendar” several times; with little-to-no knowledge as to what one is.

Other, more-established companies have designed their own; without seeing more success than they had prior to using this very important tool. Or (the worst-case scenario), there are the companies that have paid a very large sum of money to a huge marketing company for this very-much essential tool of business growth; only to have the investment give them a lackluster return.

Well, there are marketing calendars available that are made to fit your particular marketing plan. There are also marketing calendars out there that are easy-to-use yet, very in-depth at the same time. And, there are marketing calendars that are positive in both of those ways and, that get it right the first time!

So, whether you are a rightfully-jaded (in regards to marketing calendars) business owner or, this is your first time considering using one, we can point you in the direction of a marketing calendar that will go above-and-beyond your expectations; perhaps, even showing you possibilities that you previously hadn’t known that you business had!

Whether you have your own marketing plan that is already gaining you serious success, or you are looking for a marketing plan/marketing calendar combination, we have found a solution for you! The key factors that set a great marketing calendar apart from a run-of-the-mill one are laid out in this article.

First, we must have an understanding of what a marketing calendar really is. The simple definition is as follows: A Marketing Calendar assists you in putting your different marketing concepts into motion in a structured and organized way.

While the name “Marketing Calendar” (as well as this short definition) may invoke only thoughts of coordination of marketing efforts, a truly great marketing calendar also assists you in budgeting your marketing concepts and various business moves. So, expect more than a scheduling tool when you are making the ever-important choice of which marketing calendar to choose!

Oftentimes, those running businesses find themselves a bit overwhelmed; as, things come up (and decisions have to be made) that get them off of their original course of action. The right marketing calendar will keep the original aspects of your marketing plan in order; no matter what spur-of-the-moment crisis presents itself. Right before your eyes, you will always be able to pull up the calendar and see where you are in both the short-term, and the long; in regard to your overall goal.

Moreover, a fitting calendar can help you to be sure that you are not dispensing too much effort in the wrong areas! None of us are perfect and, we often get caught up in wasting valuable time (and we all know that time is money) on the wrong aspects of our businesses!

Most importantly: An expertly-crafted marketing calendar can help you rest at night, with the knowledge that worries like planning, budgeting and even staffing are fully under control. And, aside from the absence of worry, implementing such a needs-based calendar can garner you funds that you already had, without your knowledge! In short; such a marketing calendar saves time, money and worry!

Normally, something that assists a company so much is costly and difficult to design. Well, the right marketing calendar doesn’t have to be either of those things!  If you have designed your own plan, all that is needed from the right company is your plan and, your details are simply inserted in a way that will allow you to keep your primary focus on your day-to-day work and, simply consult the calendar to be sure that things happen when they should, how they should and, within the budget that you set out for them to work within. If the right company designs both your plan and your calendar, it is even easier to coordinate the two and, once this has been done, you are on your way to the kind of success that you long-ago imagined – the kind of results that got you into business in the first place!

Our main concern is catering to your specific needs. (As should be the main aim of any good company).  We make our marketing calendars as detailed as possible and, they are easy for anyone to use. Even those who consider themselves to be technologically-challenged can use an online, expertly-designed marketing calendar; so that they can have an overview of their business and all of its details at any time – in any place.

With that being said, your calendar should also be the magnifying glass for your marketing plan! At any time, right before your eyes, you will be able to take in easy-to-interpret (yet, detailed), organized information that will let you know whether or not you should adjust your original plan; in order to suit your current needs. This definitely helps to keep your business stable! Stability is key; most businesses who fail do so due to their owners’ inability to adjust to the ups-and-downs of income and/or changing of plans due to ineffectiveness or so-so results.

In summary, think of your marketing calendar as your business plan’s map to success. Without it, at very best – your business can survive without one. At the very least – with the right marketing calendar – your business will thrive!

Now, you may want to check out FastMarketingPlan.com to discover a fast and easy way to create your next marketing plan and marketing calendar

Before I get into deadlines, let’s come up with a friendlier word that lacks the connotations connected to your nearest funeral parlor.  From now on, I will refer to a deadline as due date.  Doesn’t that sound much better and not nearly as dreadful?

So you have your marketing plan, marketing calendar, marketing ideas, and, hopefully, marketing yourself, advertising plan together and a punctual person to hire.  You are well on your way to having the foundation to a successful way to market you and your business.

You’ve taken the reins on all these aspects. Now it comes down to when you deliver your product or service.  Some due dates are simple.  If you are a distributor for say, locally grown fruits and vegetables, it is the farmers that will tell you when your product will be ready to be picked up and delivered.

Other fields, and frankly, most other fields, you are doing the work.  It is all on you.  We all want to tell the client they can receive their goods or services right away! Tomorrow!  It’ll be done next week. But, like I have written before, “Life Happens” and, you know what, let it happen.  Enjoy it.  Here are a few ways how to enjoy the life and ways to keep you sane while being kind to the due dates.

DO NOT PUT UNREALISTIC DUE DATES ON YOURSELF.

This is an obvious one, but is it?  Many people, especially self-employed, tend to feel like they must be full of stress and anxiety in order to feel like they are being productive and pushing themselves.

Self-employment is just that and it is tough to gage what other people are doing in your field and how fast, so the solution to legitimizing oneself? The marketing problem here is the: “Do it faster, tell the client you can do it faster for less money” scenario.  It’s the American way.  Don’t.

This is an admirable marketing goal, but speed costs and what are you willing to spend or sacrifice?  Many times the quality of the work deteriorates or it is a completely unenjoyable, unfulfilling process.  Nine times out of ten this pain stake is translated somewhere in the work delivered.

Take your time.  You are worth the wait.  Make the best of the task at hand and market yourself in delivering the best work.  If it takes you a few extra days then you think someone else producing the same work is, so what.  Odds are you will get better at your craft if you take your time and the turnaround time will naturally increase.  Which leads me to….

DO NOT GIVE YOUR CLIENT AN UNREALISTIC DUE DATE.

Even if you do start turning work out faster as you get increasingly comfortable in your work, does not necessarily mean you need to tell the client an earlier due date.

Again, life happens and it is a life to enjoy.  Give yourself a few extra days to produce your work and, who knows what you can accomplish beyond your clients expectations with that time. Give yourself the time to make errors, learn and most importantly…time to blow your client away with a quality product or service.

The worst feeling is telling your client you are going to be later then you anticipated.  We all do it, but try to prevent that conversation from happening.  It falls right in line with your new punctual self.  You are on time to your meetings and on time with your due dates.  These are valuable traits and word will spread fast through the grapevine about you.

WIGGLE ROOM FOR THE TIME SENSITIVE DUE DATE CRUNCH.

Particularly in the marketing and advertising realm, some jobs are very time sensitive and tight due dates are impossible to avoid.  Another huge reason to give yourself some wiggle room when stating a realistic completion date.

Now, all of a sudden, you are the person that produces great work on a timely basis AND the person that can deliver when a client is in a crunch.  That’s a strategic and truthful marketing and advertising plan.

If you have too many tight due dates because you want to be the fastest to deliver, then when a client comes your way saying, “I need this now!” you won’t be able to accept the work without most likely, delaying all your other due dates.  This will screw up the reputation of meeting deadlines you have worked so hard to earn.

BE BETTER THEN THE STEREOTYPES.

A few days ago, I saw a commercial for, I think a Gillette air freshener.  It is advertised to last 30 days but may last longer.  Parallel to this statement is a guy that is redoing this couples kitchen and they both say it is going to last longer.  The guy says their kitchen will be done in a month and the couple says that it will last longer.  Sure enough, the air freshener and their kitchen rehab last 60 days.   It’s great advertising, marketed towards all of us who know that many people don’t meet their due dates.

Certain professions, we all get that it will probably take longer then what is quoted.  Be better then the stereotype your profession may have or, as usual, people anticipating that it will take longer to see a job completed.

I recommend not giving a due date immediately.  Go home and give it some careful thought and consideration to everything that could happen (including life!).  If you think about it and communicate the reasoning behind your due date, the client will have a better understanding of what steps it will take to meet the deadline and respect the thought you put behind it.

People love honesty, integrity and seeing a job meeting the deadline.  My personal gauge, is if I think something is going to take me three hours, I triple that time first thought to 9 hours.  Maybe the task at hand won’t take me 9 hours, but the bottom line is I covered myself, maybe have some extra time to let life happen and have a happy client on my hands.

I hope this helps you to meet your due dates, think about how your want to market and advertise yourself,  and to have fun doing it.

How happy are you with the quantity and quality of the contacts you receive from your Web site?

Many businesses complain that their Web sites do not generate enough contacts and sales leads to justify the cost. They want a better ROI for their Web sites.

We were also getting very frustrated because our Web site was generating very little e-mail and/or phone contact information. After testing a few different web design ideas, and finally decided to insert a bright, attractive, attention getting box on each web page.

This box contained our phone number and e-mail contact information.

As a result of this change, we started to receive many more calls and e-mail leads. This simple change made it very easy for anyone to contact us, and made those who did contact us feel more secure and willing to give us their business.

How can you make your business more accessible and available to new prospects and clients to generated many new sales.

As you know form experience, people will leave your Web site if they have to put too much effort into navigating it, or if they run into trouble trying to figure out how to contact you.

When a future client needs more information from you and your contact page is buried somewhere deep in your site, then it may never be found. If this happens – and it does at many sites we all have visited – then the customer is gone, maybe forever.  The sale is essentially lost. Don’t let this happen on your Web site.

What can you do to make it very simple for visitors to your Web site to find your contact information?

What is the name of your business, product and services?

Your business name is usually the first image someone gets of your company and it is often imbedded in his or her mind forever.

People have a hard time separating reality from perception. If you have a bad name, then you won’t attract business; so the best option is to get a new name. A bad name never gets any better and good names are remembered forever.

One of the most important marketing decisions you can ever make is choosing the name of your business, product or service. Your name should explain or “tell a story” of exactly what your business or your product/service does.

“Have regard for your name, since it will remain for you longer than a great store of gold.”
-Ecclesiasticus

Choosing a name isn’t easy. There are so many names already in use for various businesses, products, and services that coming up with a name that is “new” can be very difficult. But remember:  your name will help determine your position in the marketplace.

Choose a name that tells prospects what the major benefits of your business are and how that can help them.
Great examples of “the perfect name” are: “Die Hard Batteries,” “Burger King,” and “Pure and Natural Soap.” These names tell a lot about the products they are selling. Select a name that is generic enough and still describes what you do. Newsweek is a fantastic name for a weekly news pub¬lication. Value City is a great name for a discount store.

It is also important to think about the future when you are deciding on a name. Choose a name that won’t become “out-of-date,” or one that would allow a competitor to come in with a better, more descriptive name and take your marketing position away.

Your name could well be the difference between success and failure in the marketplace. If you are first to the market with an unusual name like Xerox, and you offer a great product/service, then your name can be almost anything. But you can’t get away with an unusual name if you are not the first into the marketplace, and own the top position. It’s hard to build market identity with a non-descriptive name, unless you are the one who creates the market.

What does your  name Do, help or hurt your business?

Wouldn’t Saving Thousands Of Dollars Avoiding The Seven Fatal Marketing Mistakes That WILL Kill The Response Of Your Marketing Efforts Make A Big Difference  In Your Business?

If YES, then keep reading. These seven plus secret questions must be answered before you create your next marketing campaign.

If you would like a fresh set of eyes to take a look at your past, present or future marketing efforts, call me at 248-335-8080 or go to www.SMART-Marketing-Review.com and sign up to avoid the 7 fatal mistakes that WILL kill your marketing.

A Few More Tips, Tricks, Techniques,
Tidbit And Marketing Secrets That
Promise To Save You Time And Money
The following secrets are not in any order.
Each is valuable on it own or combined with other secrets.
I highly recommend that you combine these ideas in different ways.
Why? Because when combined you multiply their strength.

• Provide high level proof that what you are promising will be delivered. Credible third-party testimony that you deliver on your promises. Free trails, free samples are other forms of proof.
• Ask your future clients for a “Yes” or “No” answer. Either is OK. There is nothing worse then a TIO (Think it over), because you are the only one thinking about it. Your future client has moved on.
• Actions, not just words determine success.
• Admit your shortcomings. Everyone knows that nothing is or can be perfect. You product and services have flaws. you know what they are. If you don’t, ask you customers what they are. Being 100% honest about your defects builds credibility and can also separate you from the competition (I promise your competitors would be to embarrassed to admit they are not perfect).
• Keep learning
• Start each day with the 5 most important marketing things that will help you reach your goals. An do them no matter what.
• Money comes to those who move fast.

Now, which of these secrets ideas rang the bell for you.
Which ones did you write notes “To Do?
Add them to your “Do Next” list.
And do them.
Using these secrets will separate the sheep from the goats.

Now, promise yourself that you will use these marketing secrets.

Scout’s Honor!

Because, you know that if you keep marketing the way you always marketed, you’ll keep getting the results you’ve always gotten.

To Your Success
Sandy Barris
President – Business Marketing Services
248-335-8080

What marketing efforts are your competitors using?

• Call your competitor on the telephone and pose as a prospective client.
• Talk to their sales staff
• Ask the right questions and most salespeople will tell you exactly what you want to know about their business. Many salespeople love to talk about themselves and their business. This can help you with your research.
• Collect your competitors’ brochures, ads, and sales letters.
• Record their voice messages and their radio and TV commercials.
• Visit their booths at trade shows and go to their showrooms.
• Also, check out their Web site(s).
  Most Web sites will give you a lot of information about how the company does business with its clients. The site may even provide a list of clients, which can become a great “target list” for your own sales efforts.
  While visiting the Web sites of your competitors, request more information regarding their companies and their products/services. Then, keep an accurate record about how quickly they respond.