Imagine you’re the CEO of an established private healthcare business when the economy plunges into the worst downturn since the Great Depression. Up to then, your team has delivered extraordinary results; your bottom line is growing steadily each year and your services are recognized as world class by the hospitals, city councils and large public health facilities that refer work to you.

Imagine choosing that time to tell your Board and senior management team that, in essence, you want to walk away from about half of that business and pursue a very narrow niche market.

No doubt, you may at this point be imagining yourself out of a job. But hear me out…

As you may have guessed, this story is not a fictional one and the “you” in the story is actually a business coaching client of mine. I’m happy to report that the discussion with the Board went quite well, the business has nearly doubled since that day, and my client is still the CEO.

And along the way we both learned some valuable lessons about how to increase sales and become the dominant player in the marketplace. In fact, there is a big difference between being just a good company and being one that your customers can’t live without.

Solve Your Customer’s #1 Source of Pain
Consumer sentiment and spending have decreased dramatically in the past few years and those changes are being felt across every industry. Everything you thought you knew about your customer and why he/she was buying from you has probably changed. And if you do not take the time now to re-discover your prospect’s main source of pain and the reason why she needs your product or service now, you will never increase sales. In fact, you risk losing more sales and more ground to your competition.
Now some of you may think – but my industry is different

Not that long ago, I received a 15-page sales letter from a self-proclaimed  small business marketing expert trying to convince me to attend his latest seminar. I was  actually blown away at how bad the letter was… and how mind numbing.

Part of what struck me as both humorous and shocking was that he claimed to  be an expert in neuromarketing (and small business marketing). Ironically, there is a vast amount of  neuroscientific research that proves the average human attention span is  incredibly short and that all decisions are dominated by the oldest and most  primitive part of the brain – the old or reptilian brain.

So if the decision-making part of your brain is incredibly hasty and  primarily driven by survival instincts, what are the chances that either you or  I would wade through 15 pages of self-indulgent copy to decide whether or not we  want to attend a seminar? Odds are slim, aren’t they?

What Do Successful Small Business Marketing Professionals Do to Compel Prospects to Say  “Yes”?

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If you are interested in more articles to help you boost the effectiveness of your small business marketing today, then you will definitely want to read the following blog posts:

Is There a Better Way to Find More Customers?

Snagging more customers with a good small business marketing message doesn’t have to be tedious, expensive and stressful. Amen, right? So, let’s break it down. When you’re hungry, which would you prefer: (1) to run to the fridge and grab a tasty snack; or (2) grab your fishing pole, and head out back to catch your next meal?

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How to Know Which Half of Your Advertising Budget is Wasted

John Wannamaker may not be a household name but he opened the first department store in Philadelphia in the late 1800’s and is believed to be the inventor of the price tag and the seasonal sale. He was the first retailer to place a half-page newspaper ad, and also the first full-page ad five years later. He is widely considered to be one of the fore-fathers of advertising and credited with the famous phrase: “Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.”

Why with all we’ve accomplished in the last one hundred and twenty years, is this quote still relevant and significant to you (and to all small business marketing professinals) today?

Read entire blog post now

Blind faith can be a wonderful thing if you’re buying a lottery ticket, but  it can be dangerous if you are relying on it to operate your business  safely.

Closing your eyes to the financial reality of where you are at and letting  your business run itself — without clear key performance indicators from your financials (KPIs) and a  business plan — is asking for trouble.

Your financials are the engine that drives your business forward. Your  financial statements — and the KPIs you glean from them — serve as the dashboard that lets  you know if you are heading in the right direction. Ignoring the gauges and  warning lights in your financials is akin to sitting back and simply waiting for the inevitable crash  to happen in your business.

See full article:  http://mvb.me/s/0b9a58

Snagging more customers doesn’t have to be tedious, expensive and stressful. Amen, right? So, let’s break it down. When you’re hungry, which would you prefer: (1) to run to the fridge and grab a tasty snack; or (2) grab your fishing pole, and head out back to catch your next meal?

Obviously, most entrepreneurs would favour the fridge. Why is that? Simply put, it’s all about convenience. In today’s modern world of technology, we all live for “the now.” From our smartphones to our iPads, we can chat, shop, message, and search with ease.

Ultimately, it’s time to give ‘cold calling’ (the messy, expensive and hard way to do business) the boot, and adopt an easier, more cost-effective way of captivating, engaging and attracting more customers and qualified leads online. So, let’s take a quick look at eight simple ways you can find more leads and more customers for your business online:

SEO

The creative art of Search Engine Optimization (SEO) involves integrating keywords and phrases into your webpages, making them easier to locate for your potential clients who are combing the web right now, looking for products/services to cure their #1 source of pain. It is essential to weave keywords into your web content strategically (without overusing or “keyword stuffing”), in order to optimize your search engine hits and traffic.  Google is currently making updates (known as Penguin and Panda) to their search algorithms, to ensure that the websites that rank the highest, contain the most relevant and valuable content to readers.

Advertising

Reaching more customers is the ultimate goal of advertising. You want to get as much bang for your buck as possible, so research and highly targeted pitches are crucial. It is more important to intimately know your consumer base than it is to stress about which channels to market your message through.  The worst thing you can do is try to appeal to everyone – for you will effectively reach no one.  In fact, 99% of the people who currently see your ads right now, don’t respond.  If you want more customers, you must first create a message that captivates and inspires your ideal prospect.

Webinars

A webinar can be viewed by thousands of potential customers simultaneously from different locations in real-time and it can be recorded and shared/sold at a later date on your website.  This is a great low-risk and low-cost way to share valuable information with your prospects and consumers and build your database up very quickly.

Pay Per Click Ads

Pay per click advertisements are a skilful way to snap up more customers as they search Google (and other portals) for solutions to their pressing problems. These advertisements are easy to spot as they often appear in shaded boxes at the top of search engine results or in display ad slots on high traffic sites, portals, forums and blogs. Using pay per click ads allows you to strategically route targeted traffic direct to a landing page that is designed to convert more customers (who find you) to take up your offer. Since you have to pay for each click on your ad, care must be taken to ensure that your landing page converts a large percentage of the traffic. Bear in mind, that statistics show the average eCommerce site converts only 2.2-4.0% of its pay-per-click traffic.

Blogging and Content Marketing

Blogging and content marketing are both great avenues to deliver insightful and up-to-date information to your prospects and targets via the internet. Blogging is the perfect vehicle to keep visitors coming back on a regular basis and it helps boost your search engine rankings – Google and other search engines give preferential treatment to websites that update their content on a regular basis and have strong social following. It also allows you to post valuable content on other sites, social media platforms and customer forums which can help more customers learn about you, make an informed decision and build backlinks that bring even more traffic to your site.

Mobile Optimization

We live in a technologically mobile world, so it’s time to ensure that your company’s website is “mobile-friendly,” too. In the last 2 years there has literally been an explosion of mobile searches and purchases from smartphones and tablets.  It is estimated that nearly 35% of all web traffic originates from a mobile device which means it is imperative that you have a user-friendly mobile version of your web content.  Not only will you be rewarded with increased website traffic and retention, you will also reap more enquiries and more customers who pay for your solution.

Social Media

Connecting with prospects and customers through various social media platforms is a skilful way to cultivate interest while also creating an open 2-way channel of communication with existing customers. Choose a social network that best suits your business model. Whether it’s Facebook, Twitter, Linkedin or Pinterest, posting up-to-date and informative content is sure to boost your brand awareness, feedback, following and…ultimately sales.

PR

Public relations is the ultimately the steering wheel of your informational boat. Your PR department must eloquently regulate the ebb and flow of company content that is passed along to your targeted consumers. It is imperative to keep your public relations positive, current, and professional, utilizing as many different resourceful tools as possible. The likes, shares and comments also allow your posts and website to rank favourably with the major search engines – which is another great reason to start attracting more customers via PR.

Finding more customers online doesn’t have to be messy, expensive or difficult.  Take your pick from these eight great methods to create your own practical and powerful strategy to find more customers online and avoid the nasty trap of feeling that you have to cold call to find more customers and sales.

As the owner of your business, you are the driver.

Your business is merely a vehicle to help you achieve your goals, provide freedom to do what you want and secure the wealth you need to support your family.

Your financial statements are the key drivers (such as fuel, engine temperature, tire pressure etc.) that tell you exactly where you are at and what it’s going to take to get you to where you want to be.

So Then, Why Do You Need Business Coaching?

Business coaching is your navigation and dashboard –  to help you read the key financial drivers and guide your business safely, predictably and profitably to your goals:

Business coaching is vital to help you achieve:

• Clarity on where you are going and the focus to do only the things that will boost your bottom line,
• Guidance and support to choose the most cost-efficient, best and safest route forward, and
• Accountability and measurement to ensure are on the right path and communicating the best targets to your team.

A large percentage of businesses either go under or fail to provide the owner with a fair and consistent income/return for all the hard work and capital invested.  Even though you may think that you need business coaching to attract more customers and close more sales, lack of customers is rarely the reason that businesses underperform.  In fact, more businesses go under (or get into trouble) due to lack of cash flow, than any other single reason.  And cash flow issues can often be fixed cheaply and easily without spending more and more money on sales or marketing.  That is why it is so critical to find the right person who can help you identify the problems quickly. Business coaching is not a cost – it is an investment in your future and it can actually help you avoid wasting money on strategies and tactics that will not impact your bottom line positively this month!

Proper planning and financial acumen are the keys to keeping your business on track towards your desired outcomes.  Business coaching can provide you with a solid basis to evaluate what your financial statements are trying to tell you about the health of your business, what questions you need to ask, which decisions need to be made right now to guide you in the right direction and what it is going to take for you to step up as a leader and start making better (more profitable) decisions.

Do You Really Need Business Coaching?

If you are just starting out, business coaching can help you avoid costly errors, free up time so that you can focus on tasks that generate the most value for your business and help you get the results that you want quicker.  If you’ve been in business for awhile, business coaching can help you achieve profitable growth this year, challenge you to set/achieve loftier targets, expand your leadership and financial acumen, evaluate new business opportunities and plan your exit strategy. Even if you already consider yourself successful, business coaching can help you to step back and look at your business from a new perspective, put solid systems in place so that your venture runs smoothly without you and is more valuable to a prospective purchaser and ensure you have the right strategic plans in place to guard against a downturn.