101 WAYS TO MARKET YOUR BUSINESS
Andrew Griffiths
Publisher: Jaico

Make the most of packaging. Turn your invoice into a sales tool. Say thank you to generate more business. Use a blackboard to get attention. Ask your staff and your customers to give you their opinions. Scan the newspaper for goodwill opportunities. Run free training seminars.

These are only a few of the many suggestions that Andrew Griffiths packs in 101 Ways to Market Your Business, from Jaico (www.jaicobooks.com) . The book has 20 more `bonus ideas' to make a total of 121, all aimed at helping small business owners and entrepreneurs.

Small may be beautiful, but the harsh reality is that many small businesses fail within the first few years. Reasons are lack of initial capital and marketing ability, says the author. "People running these businesses work very hard, generally have excellent products and often are completely dedicated to making their business a success, but they just don't know how to find new customers or keep existing ones."

Before you start trying out the extremely practicable ideas that Griffiths offers, read the `ten important tips for running a successful small business.' First, `surround yourself with positive people' so that negativity is kept at bay. For, "It is amazing how much money you can make when you love what you do." Second, "If you promise to do something, then make sure that you do it." An advice of crucial value, this is, because, "one of the biggest downfalls of small businesses is a lack of reliability."

Words that Griffiths dreads are: `That's the way we have always done it and that's the way we are going to keep doing it.' This is a sure indication of not being flexible or open, he would say. "Be open to new and innovative ideas," therefore. "An idea that could make you a lot of money may be in the head of a friend or staff member who feels that you would not be receptive if they voiced their suggestion."

The `101 ways' begin with the promotion of the business `from the outside in.' The simplest method is `outdoor signage;' it works even when your shop is closed. Make your signs as big as possible, but within local government regulations. Don't clutter the signs; "just a few words outlining what you do and when you are open."

Idea #6 is on leveraging uniform. "The better presented you and your staff appear, the more professional your business will appear. This will instil confidence and security in customers when they use your services." For instance, "If an airline pilot strolled through the cabin in a Disneyland T-shirt and shorts - how much confidence would this instil in passengers?"

Think differently by looking outside your own industry for marketing ideas. How can it help? "If you spend all day focusing on what you do and what your competitors do and what your customers do, you can become very insular. The end result of this is that all businesses within a particular industry start to look the same."

Pay attention to opening conversation, which is especially important in businesses such as retailing. It is common for sales assistants to ask, "Can I help you?" and be promptly answered, "No thanks, I'm just looking." Just the recipe to end the conversation! Instead, how about trying this: "Good morning, sir. Is this your first visit to our store?" Griffiths cites expert opinion that many retail businesses can increase their revenues by up to 30 per cent by not asking the `Can I help you?' question! Another way to break ice and `make contact with the customers without putting them under pressure' is to give them something, such as `a small map of the gallery.'

The hundredth idea in the book is about the use of notice boards in shopping centres for promoting business. "How much effort does this take? About five minutes and a drawing pin. You may be surprised at the amount of business received from this simple promotion."

A book that brims with irresistible takeaways.

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D. Murali

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