Business success cannot be possible without a conscious and organised effort to continually win and sustain customer loyalty

MARKETING comes to my mind first and foremost as an entrepreneur; of course this is after cash. The link between the two can clearly be illustrated. Marketing stimulates sales and sales bring in the cash. The successful art of marketing is actually ay fundamental to the success of entrepreneurial ventures. This article will look at some practical tips for marketing that will not cost you a single Naira.

In the course of business and them to their socialising, we meet people daily. We duly advantage. exchange contact information, mobile phone numbers and business cards and even in some cases handbills and flyers. Instinctively, we get a feel for their likes and dislikes or if they may be potential customers, prospects or perhaps they are the sort that may refer our business to others.

We read magazines, newspapers and notice trends and habits as they emerge and develop. The entrepreneurs that are technologically literate use email to correspond and search for information of the worldwide web etc, all these can be converted to marketing opportunities.

We will look at five ideas any business owner or owner manager should incorporate periodically into their schedules.

Acknowledge Prospects

The first, hand-write a “thank-you” note to a customer for prompt bill payment or patronage or even an acknowledgement of meeting a prospect reminding them of who you are, where you met and what your business is all about. it may be that you come across an article, or a website you think may be useful to your customer or prospect, pass this on to them with a personalised note. They may likely reciprocate by way of patronage and it may go as far as a referral.

Categorize Prospects

Secondly, at the end of every week, put together all the business cards you have received and enter customers or prospects names into a database. This database can be electronically on an excel spreadsheet on your computer or in a phone book alphabetically or in sector categories.

You could also store the data in order of significance to business. The information will prove useful when you begin to reach out to people for marketing purposes. You stand a better chance to sell to someone who may know you than to a complete stranger. A useful tip is to write at the back of the card immediately you meet the person, something to remind you of whom the person is and something unique about them like a sport they participate in or a common friend or business associate you both have. You could categorise the cards as hot, warm or cool in terms of their likelihood to patronise you.

Sell Yourself

Another cost free tip: call a newspaper, or magazine and ask who the feature editor is for your sector. By virtue of your business and the experience you have gathered over the years, you may qualify to be featured on such a page. For those who are good at writing you could offer to send in articles in your area of specialisation.

E-mail Sales

Fourthly, an entrepreneur can take advantage of the technology available to reach customers and prospects. Compose an e-mail sales letter and with the database developed, you can send e-sales letters or offer deals and promotions to your target market on-line.

Know More About Competitors

Finally, be sure to visit some competitor’s website or websites of companies engaged in similar business to yours to find out their offers and selling strategies. If your business has a website update post new information on the website regularly to keep your clients updated.

Client Gathering Tips

It is important to plan your networking calendar for the week. Agree upfront to call and follow up a specific number of new clients and prospects weekly. Do not neglect the already existing customers. With a determined effort to network contacts, I promise you will see immediate improvements in your sales and cash generation as well as less loss of customers and improved customer loyalty.