How to Prospect for New Customers

Start by Creating a Plan

As a business owner, you are the master of your destiny, and you’re excellent at what you do.  If someone asks you about your core business, you’ll be happy to provide detailed information.  But when asked to quantify how you’re finding new customers for your business, the conversation can take a vague and indefinite turn.  This happens because with many small businesses, sales and marketing often take a back seat to other priorities. Good intentions are there, but the actions fall between the cracks.  The question for today is how can one have a successful and thriving business without a plan for finding new customers for your business? Whether you know it or not, as a business owner you are responsible for actively promoting your business, and you’re the head of sales and marketing.  No matter what business you’re in, selling is critical to your company’s ability to grow and move forward.


If you build it, they will come… sounded great in the movies, and maybe that works for a while, in some cases.  In reality if you’re not dedicating resources to sales and marketing, your business is probably not going to make it very far.  To keep your business thriving, you will need a constant pipeline of sales transactions.  This means that you have to find ways to keep existing customers happy and returning, and new customers coming in the door. Here are some tips on creating a plan for finding new customers for your business. 

Your Job as Head Salesperson

Contrary to popular belief, being head salesperson for your company doesn’t mean that you’re always in front of people or on social media “selling” and talking about your products and services.  Your biggest sales job involves not only being great at your craft, but it also involves honing your skills in the art of listening and learning as much as possible about your customer’s needs.  It means that you’re in the business of building relationships with existing and potential customers as well as in the community.  And it also means that you’ll have plenty of opportunities to balance talking about what you do with ways you can help your customers, when the time is right. 


To locate new customers, you will need to answer a few initial questions. To start, who is your ideal customer? Take time to really work on this question.  Answer the who, what, when, where and how as it relates to this question.  These answers will go a long way towards guiding your business to the right audience.  What problems does your audience have? How can your business solve them?  If you sell to individuals, where do those individuals hang out in their spare time? Do they hang out online and if so where?  Do you have an online presence that addresses their issues? If so how can you reach your audience online? What organizations or community activities can you join to support these efforts?

If you sell to businesses, consider the department that is most likely to buy your products or services, and what individual or level of responsibility would be the one who makes the final purchasing decision.  If you’re not sure who those people are, be proactive and make some calls to find out! Then consider how that individual would normally find products or services like yours. What circles do they travel in? Who are they likely to listen to or where do they look when they want to buy a product or service? Find a way to put your information, or yourself, in their path.

The Key to Success

Planning is the first step in finding new customers. Without a plan you have no direction and without direction finding new customers will remain on your to-do list, but your goals will never see the light of day.  Plans, goals and objectives sound great and look great on paper.  But without action, the best plans are useless.  We’ll cover implementation in future articles…

For now, here are some action items to consider:

1. Create a plan that includes joining and contributing to a specific number of online and offline groups that will place you in the path of your audience.
2. Make sure your plan includes a specific number of emails, postcards, business cards, handwritten note cards, and brochures you will send each month to new and existing customers.
3. Sponsor an event or that will attract potential customer. We’ll talk about this in detail later in the series.
4. Educate customers about aspects of your business to bring in new business. ( Don’t be afraid to give something away (free service, raffle, auction, etc.) to draw in potential clients.
5. If you don’t have a blog, plan to start one and commit to a realistic number of posts each week.

Make sure your blog provides a way for customers to subscribe to your information.  These are just a few simple ideas to begin the process of finding new customers.

Keep in mind that sales often happen because potential customers hear about your products and services in several different ways and from several different sources.  The more often they are exposed to you and your message, the more likely they are to consider what you have to offer when they are ready to buy.




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What Can Salons and Spas Do to Thrive in Today's Market?

We love being pampered and most of us consider impeccable grooming to be a personal and professional requirement.  However, because of the sustained downturn in the economy, the success of beauty industry professionals is not only attributed to skills and ability, success also depends on economic factors as well.  Because these services are typically considered as extras (nice to have, but not as much as food and shelter), changes in the economy have a direct impact on the industry and the ability for salons and spas to thrive or even survive.

There is a growing number of people that are either forgoing these services altogether or learning to perform core services themselves.  Additionally, the high end skin and hair care products sold in salons are now being replaced by lower cost items sold in retail stores. Clients that frequented salons and spas before the recession have been forced to become more budget conscious.

Whether clients have been deeply affected by the economy or not, they want more value for a dollar.   These changes should cause salon owners to take stock and begin asking some of the hard questions. For example who is the new recession conscious audience for salon and spa services? How has the audience changed over time and has the industry kept up with the changes? This information may be different based on location, services offered and the experience level of the salon operators.

10 Questions for Salon Owners to Answer as a First Step

Here are some questions that salon owners, managers and operators should ask if they plan to not just survive, but thrive during the economic challenges facing large and small companies alike: 

1. What changes have you noticed in your salon or spa? If you haven't noticed any changes, and everything is humming along, you can skip the rest of the questions.
2. Are there other factors (than the economy) that have contributed to the current changes in client behavior?
3. Has your salon changed to accommodate the needs of your customers?  
4. Does your salon create an "experience" for the client that exceeds their expectations?  What does the typical customer experience when they visit your salon? Is it the experience you would like for them to have?
5. How does your salon communicate information to current and potential customers? Is your salon on board with using technology to communicate specials, company news, and other useful information?  
6. Are you showing clients that you respect their time? If they have a short wait, are you providing an atmosphere that makes the wait pleasant?
7. Are you offering value added services or are you charging the same pre-recession prices?
8. What are you doing to make it easy for customers to do business with you?
9. What can you do to make the customer more engaged with your business? 
10. Is your business a good corporate citizen? What role does your salon play in the community? 
11. Are you taking a passive role (only looking for business to come to you), or are you reaching out to the areas where your customers work and play? 

Maintaining the status quo may no longer be feasible with the current economic dynamics.  Consider that (1) the average family's hectic lifestyles are even more hectic, (2) the ability to use technology provides free communication to the masses, and (3) the need to consider value based options for customers who need them will allow more customers to consider your business as an option.

Word of mouth advertising and holding the line on pricing may not allow you to reach your goals if you're not reaching more clients with your current offerings or if no one can afford your services.  Now more than ever, it's time to look at the way you market your products/services and make any reasonable changes to keep your business thriving and relevant.

Review the slides in this presentation and consider using promotional items to rebuild, rebrand and reinvent yourself as a leader in your industry.

Gremon Marketing from Gremon Marketing/Custom T-Shirt Makers

Promotional items that are geared toward your salon and spa clients can also help you improve your image, and spread the word about new ideas and ways of doing things.  They can also help your company play a greater role in your community.  More positive activity in the community will help to establish your company as the "go to" business in your area.

Effective marketing is the key to continued success and the book below is available on Amazon, 12 Months of Marketing for Salon and Spa: Ideas, Events and Promotions for Salon and Spa by Elizabeth Kraus helps to answer some additional questions below:

1. How can new stylists and estheticians carve out clientele as they launch their career? 
2. What can industry professionals at any stage of their career do to create a new normal that transcends economic factors? 
3. What should they be doing to take control of their business, growth of their client base, retail sales and income? 

You can click the link below to be taken to Amazon where you can buy the book. You can have a sneak peek inside to see if it will give you the insight needed to move ahead. If you decide to read it, please send us a note to let us know how you like it.  

Contact us via email or by phone at 937-317-0252 for help with your next project! Stay in touch on Google+, Facebook and Twitter: Visit our website and Request a Quote.

Why You Should Use Promotional Items, Especially Today

In  today's competitive market everyone wants more value. Consumers are watching their spending and tend to gravitate toward anything that will help their money go further.  Companies are doing more with fewer employees, and customers are dealing with rising expenses and wages that are at best staying the same. 

Companies have held the line on spending and their marketing and advertising budgets are frozen in fear.  The "necessities" have been paid at the expense of anything that has to do with frivolous things like marketing until things turn around.  I'm just being sarcastic, but some people have been waiting for a turn around in the economy since 2008, and they won't spend another dime for advertising and marketing, until things are better long term.

How To Use Promotional Items to
Make Things Better

Believe it or not, now it's more important than ever to promote your business.  If you're not advertising and actively promoting your business, you are probably losing some of your loyal customers who are hearing nothing but the news that ranges from bad to cautiously optimistic, which in turn makes them more leery of spending.

To counter this information, you will need to find ideas that will give these customers a message that motivates them to do business with you.  Coupons, two for one specials, buy 10 get the 11th one free, manufacturer's specials, a contest or something creative that will bring these customers out of hiding so that you don't lose loyal customers. If not they may not return after things get better.  Even worse they may find another resource for your products and services.

By not advertising, you are also missing opportunities to capture new customers who are doing well and may be looking for someone who does what you do.  Additionally, while your competition is not spending on advertising, it presents a great opportunity for you to obtain a larger share of the market. Going down to zero expenditures for marketing and advertising is a recipe for disaster for any business.

Promotional items are powerful marketing tools that have a low cost per impression. According to research conducted by the Promotional Products Association International (PPAI) promotional items are in about 80% of homes in the U.S.  They travel well at home and in the office.  If you're on the fence regarding the power of these great marketing tools, please view this video and contact us for help with your next order. If you can't view the video here, please use this link.

Contact us for help with your next project! Stay in touch on Google+, Facebook and Twitter: Visit our website and Request a Quote.

Your Logo: 5 Reasons to Invest in a Professional Design

This is where we talk about one of the critical tools used to brand  your business, the logo. We’re starting with a discussion on logos because it’s not one of the tools that you can drop into an envelope and send to your customers by itself.  For a start up,  it’s a building block that when combined with all the other marketing tools will set about doing the job of branding your company.

When used effectively, it becomes is the most highly recognized part of your marketing and advertising efforts.  The thought is that this branding will translate to increased sales and growth for your business. It’s a tried and true method used by companies large and small with tremendous success.

There’s always a question of when and how it should be created.  Some experts feel that you should invest in a professional logo design from day one.  Others think you should wait until your business is established to invest in a logo.  Here are some things to consider regarding how much you should invest in the logo whenever you decide to create your design.

Here’s a common scenario… You’re just starting out, maybe your budget is tight and you’re not sure if you should invest in graphic design services for your logo.  You have no graphic design experience, but how hard could it be, right? With all the off the shelf graphic design programs and royalty free clip images, you get the idea that you can use your computer to create a logo for your business.  Problem solved. Right?  Well…maybe not.  Before opting for this do it yourself (DIY) choice, please take a moment to think about your business, and your long term goals.

A poorly designed, low quality image may send the wrong message to potential customers.  There are a number of things to consider beyond the image itself.  Think of the impact your logo will have on your ability to do the kind of business you want to do, as well as the kinds of relationships that will be impacted by your logo design: 

1. First Impressions Last - Have you ever received a business card that was printed on the family ink jet computer? Think about how that made you feel when you saw it, versus how you’ve felt when you received a professionally printed business card.  Low quality, home printed materials are a good indicator that you’re a rookie who may not have the resources to obtain quality items.

It creates doubt in the minds of your customers. They think that if you don’t have the resources for professional printing, what else is missing?  It’s important to present a professional image and highlight your strengths to build confidence with your customers.  Remove as many doubts, blaring red flags and fears as possible about your business and your ability to handle the job.
A professional marketing package will take you a long way to reaching that goal.  Therefore your logo, coming out of the gate should be polished to present the best possible image for your company. Remember the saying: You don’t get a second chance to make a good first impression.

In essence, your logo will play a major role in setting the tone for your business and it should speak to the character, values and quality of the products and services you’re offering, as well as the audience you want to attract.  For example, if your business theme is happy, fun and carefree, that should be reflected in your logo.  If your logo design unintentionally sends the opposite message, you may miss the audience and the business opportunities you’re looking for.

2. The Long Haul - Over the life of your business, your logo will be placed on every marketing piece, every piece of letterhead, invoices, business cards, advertising, signs, billboards, apparel, proposals, business plans, your website and so much more. This is your brand, the icon used to identify your company.  It’s a unique combination of symbols, colors, and shapes that your customers, employees, the general public, and even your competitors will associate with the great experiences they have (or will have) with your company.  You want it to represent you well over the long haul.

3. Credibility – Even though money may be tight in the beginning, investing in a professional looking image  will go a long way toward seeing your business recognized and taken seriously by investors and those you intend to do business with.  Changing logos can be devastating for any business. Once your customers get used to seeing your logo and they make the connection between the symbol and your business, there’s no turning back.  Change the colors, change the background, but when you change the logo, you’re forcing your customers make the transition to learning what that represents all over again. In some ways, it’s like starting from square one.  When was the last time you saw a major brand change their logo?  You won’t see it much unless there is some catastrophe that is associated with a brand that makes it virtually useless.  Brands become intangible assets that companies spend a ton of money to maintain.

4. Pride… Not Embarrassment -  Think of how you feel (what descriptive words come to mind) when you see the logos of popular brands.  When I’m out riding in the car with my three year old grandson, he already recognizes “Toys R Us” from viewing their signage.  It brings a reaction that usually results in his asking me or his parents to visit the store.  This is  branding at its best.
Think of how you want your customers to feel when they see at your logo.  How will your employees feel wearing your logo or handing out their card with your logo imprinted on it?  When they look at your marketing materials, what feelings do you want them to have? Pride or anxiety? You certainly don’t want them to give out marketing materials with a low quality clip art design, do you?

Think of your business, and what you hope will come to mind when potential customers, investors and prospects receive your materials? Do you want them to think of descriptions like excitement, strength, integrity, stability, happiness, style, class, fun, tranquility, energy etc.  Or do you want them to anxiously smile and say something like, don’t call us, we’ll call you?  If you want to be recognized for the image you’re trying to project, consider these factors when selecting the method for creating your logo.  A great logo will work well to promote your business and will eventually stand on its own.  A low quality logo can make the most knowledgeable person seem lack luster.


5. Print-ability- When you think of how your logo will be designed (DIY or graphic designer) keep in mind that a professional designer will (or should) provide you with camera ready, color separated art files that can be taken to any printer that will handle your marketing materials.  This means that your logo will be created in a vector based program like Illustrator and ready for high quality printing.  Raster based programs will create images that result are low quality and when enlarged, will result in a stair step, pixel based image that has blurred, distorted edges.  Printing companies, including promotional product manufacturers will charge more to convert your files to a vector based format.

All things considered, that simple little symbol, shape or combination thereof along with colors, word choices, and fonts; when pulled together, says a lot about your business.  Make sure it says the right thing, and will illicit the responses you want from your customers when they see it.  Once you have a prototype, ask your team members, friends and family for feedback.  Ask them how they feel or for words that describe how they feel when they look at your logo. If there’s a match between your intentions and their impressions, you’re on the right track.

I can’t think of any instance where you would want to send a  message that says low quality, cheap or amateur if you’re trying to build and grow your business.  You don’t have to spend a fortune on your logo but you should invest time in finding a professional to create your design.  You should also have a general idea of the theme, color, fonts etc that you might want to use.  And by all means, consider the factors above before crafting this very important business tool.

Contact us for help with your next project! Stay in touch on Google+, Facebook and Twitter: Visit our website and Request a Quote.

Video: How to Write a Business Plan

Have You Reviewed Your
 Business Plan Lately?

Business plans are your own personal road map that helps in decision making and in obtaining outside funding.  Once thought to be a one time deal, they are really an ever changing, ever evolving "living" document that makes it easier to navigate your business through the early years. If you haven't reviewed your business plan lately, or you think the process is too time consuming, the short video below from the SBA can help you get started.

If you wrote a plan to get your business started years ago and placed it on a shelf, it's time to dust it off and use it to set new goals and make improvements to your business. If you're just starting out, drafting a plan will help position your business for success. 

From a marketing perspective, you should put pen to paper to answer questions that indicate whether you have reached the sales and marketing goals set previously.  How can you improve this year? Are you using your resources in the most effective way? What are you doing to promote your business? Is your marketing effective? If not, what can you do to improve? What has changed in your business?  How's your competition doing? Are you using technology? If so, how has technology changed? How can you use it to automate and grow your business?

Here's a link to the SBA's Build Your Business Plan guided tool. This tool will allow you to look at all aspects of your business and allows you to save your plan and come back to it.  A business plan will be a great asset if you plan to approach investors and other funding sources.  No matter whether you've been in business for years or you're just starting out, it's a good idea to place an appointment on your calendar to revisit your business plan at least once a year, more often if possible.  

Plan to Recession-Proof Your Small Business

According to a report from the U.S. Small Business Administration (SBA), 62% of small businesses are generating revenue (annual receipts) of less than $25,000.00 per year. That’s $25,000.00 in gross revenue, not profit.  Once expenses for overhead and other costs are deducted, the remaining profit can be as low as $9,000.00.  This means that more than half of all small business owners may not make enough to make ends meet. No wonder small business failure rates in the U.S. increased by 40% from 2007 to 2010.

There is no doubt that the recession has affected everyone in one way or another.  For many small business owners, the first reaction to dwindling sales is fear.  Fear has stunted growth in the economy resulting in limited hiring and expansion in some areas.  Fear and frustration has also caused some small business owners to throw in the towel.  It’s troubling because according to the SBA, small businesses employ more than half of the private sector worker force.  What has become painfully evident is that when small businesses fail, we all fail.

This is probably not the vision you had when you started your business.  But… you’re still here, you’ve survived, and while that’s a great accomplishment, it doesn’t resolve many of the issues that will improve your bottom line and ensure continued success.   

The big question is how has the recession affected your business?  Have you assessed any damage that may have occurred?  If your business was negatively impacted, do you have a plan to move from merely hanging in there to thriving and growing? What are you doing to promote your business and move it forward?  Do you think that marketing is important?

We specialize in helping companies with marketing and branding, as well as planning events, implementing programs and solving business problems with promotional items. 

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