When I started Ad Trends Advertising, Inc., I could have been this owner and in some respects I was. After four quick years, my business reached a plateau. I decided to take a proactive approach instead of continuing with the status quo. I put my business in a holding pattern and reached out for knowledge over the next year. I felt to grow, I needed to understand and learn more about the one thing that had been drilled into my head but I never really completely understood. Success is based on the ability to form and maintain relationships.

So the fifth year was my worst year ever in business, but at the same time the most profitable. I call it my year of breaking out. I completely stopped talking at people about what I did and started asking questions and listening. By listening I was able to understand their business which allowed me to make logical marketing recommendations. The relationship grew stronger and so did my companies profits. Sounds simple until you think of it this way; stop worrying about money. Once I completely understood the concept of “the more you worry about making a sale the less sales you will get” or “the more you worry about money the less money you will have,” my business started to change and change quickly. The business doubled in the sixth year and I have never looked back since. I have instilled this philosophy with all of my employees also. Today as I’m writing this, the country is in the most troubling economic times of my career, but my company continues to grow.

What does all this have to do with Small Business Marketing? For any plan to work, a new business strategy needs to be developed. Much like how the owner mastered his product or service, they also need to master a good business system. Part of implementing a new business system is creating a philosophy in which to operate under. How a product is sold is just as important as how it is made or how a service is performed. Learn to listen so you can understand your clients and prospects needs. Never try to sell anything without considering the needs first. Understand that long-term relationships are based on trust. Finally, remember lasting relationships take time, so be patient.

In Small Business Marketing Part 2 “Building Relationships” I will talk about how to ask important questions and what to do with the information.

• Faith
• Finding business owners and asking questions. Example question; if you were starting your business today what would you do differently? (I learned a great deal from this approach and I have in return offered my thoughts to others many, many times.)
• Reading, reading and reading more.

• Swim With the Sharks – Harvey Mackay
• The Seven Habits of Highly Successful People – Stephen Covey
• Anything from Zig Zigler
• The Richest Man in Babylon - George Samuel Clason
• Think and Grow Rich - Napoleon Hill

• Wall Street Journal
• Local Business Journals
• Trade Publications

• SBA
• Qualified, Small Business CPA

• Browse the internet to find great marketing ideas, guidance for setting a marketing budget, and creating a marketing plan.

Labels: marketing