Time to start a resolution
The start of the New Year is traditionally a time to reflect and make plans for the coming year, and this is just as important for your business as it is in your personal life.
Setting goals gives you something to aim for and allows you to be proactive. Companies which adopt this approach are far more successful than those that just drift along.
Jenny Haley, Commercial Manager at the Innovation Centre, advises: “Try to set a mixture of short and long-term goals, as achieving some will provide motivation to work towards more difficult ones.”
“First decide what you want to achieve then look at how you will accomplish this and plan what actions are required. Consider what obstacles you might face and plan how you will overcome them.”
Jenny also shares her top tip for setting goals: “Say ‘I will’, not ‘I want to’ and you are more likely to succeed.”
1. Focus on customer service
It is far more expensive to win new customers than retain existing ones. Customers in the internet age have more options available to them and less loyalty, so to get them to come back, you need to send them away happy.
Jonathan Winchester of Shoppers Anonymous says: 'Treat each client as if they matter to you personally: this can be simple good manners such as greeting them cheerfully, remembering their name, turning up for a meeting on time or responding promptly to their enquiry.
'Make sure you first listen to what your customers need and then provide the product or service which meets this. If they need something you can’t help with, be honest with them and recommend someone else - don’t make promises you can’t keep.
'Deal with complaints promptly – a customer whose complaint has been resolved well can be your best ambassador.'
2. Generate new business
The easiest way to generate new business is from existing customers. Make the effort to call every client who used you over the last year and find out if they have any further requirements. This can also be an opportunity for you to ask for feedback and referrals – if they were happy with your product or service they should be happy to recommend you to others.
Use existing customers’ testimonials to market to other similar people or companies – everyone likes to be reassured they are making a good buying decision.
3. Ensure you have a professional image
Take an objective look at how your business presents itself. What image are you putting forward? Would you buy from your company? Some simple, inexpensive things can ensure you are perceived as professional.
Business Stationery - As a minimum, produce a letterhead, compliment slips and business cards, displaying your company name, address, contact number, website and email address. Your business card should also include your name and job title. Small details like always writing in the same font and using the spell checker can reap big rewards from your communications.
Website - Even a simple one-page website giving contact details and information on the services you provide is valuable. More and more people use search engines and online listings (such as yell.com) to find suppliers in their area, so make sure they can find you.
Email- Your email address should match your company name or website address if you have one. (eg. JoeBloggs@yourwebsiteaddress.co.uk) The facility to set this up should be available on your website domain.
Emails you send should have a signature, giving all the information on your business card. This is very easy to set up yourself and makes sure your customers can get in touch.
Telephone - Whenever possible answer your phone, and make sure you return calls promptly. If you don’t, a competitor will! Make sure your voicemail or answerphone has a greeting which states your company name and opening hours.
Address - If you work from home, having a professional business address can make your company seem much larger. Business centres such as the Innovation Centre and Creative Media Centre offer meeting room hire as well as virtual office services – allowing you to meet people at your office address.
Office space - Don’t take space until you’re ready, but consider virtual office services or shared office space if you want a better image. If customers visit you on site, make sure your business is easy to find, your offices look smart and tidy and that customers are greeted at reception.
4. Get ahead wtih IT
Stuart Hill at Boueti IT advises: “Make sure you back up your important documents and spreadsheets and don’t forget your photo’s. Backing up to the same machine isn’t safe, either back up to an external drive or to a company over the internet. It can cost as little as 50p per day to have everything you have ever created stored safely, and everything you create and change updated to the store daily, a worthwhile investment.”
5. Learn something new
The most successful people are those who are prepared to admit what they don’t know. Take a good look at your strengths and limitations and try to develop your potential in an area you are weaker in. This could be by reading up on a subject, attending a business event or enrolling on a course. Why not pick up a prospectus from the University Centre or Hastings College?
6. Make the most of advice that is available
Businesses and entrepreneurs in Hastings and Bexhill can get free help and advice from the eBiz Centre, 1066 Enterprise, Business Link and the Enterprise Hub. There are training events run locally, many fully subsidised, where you can get advice from experts and meet fellow ‘start-ups’.
7. Don’t underestimate the power of networking
In order to meet new customers or useful contacts, you need to attend business, social or training events. Make the most of your time by researching upcoming events and choosing those that will be most relevant and most likely to be attended by your potential clients and useful contacts.
Remember that networking is not selling, but a gradual process of getting to know people. Try and meet at least one new person at each event you attend and ask friends or colleagues to introduce you to interesting contacts.
Make sure you can briefly explain what you do in a simple and understandable way and don’t forget to ask questions of the person you meet. Even if it seems that there is no immediate benefit, take the time to listen and make sure you fully understand what they do. Then politely excuse yourself and move onto someone else.
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Once you have set your goals remember to decide what actions you will take to achieve them. Write these down as an action plan with timescales or deadlines for each task. Set aside time to review your progress after 3 or 6 months.
You are unlikely to achieve all your goals, but don’t be discouraged - if you manage to improve one or two areas you will have made a positive impact on your business.
Good luck in making 2008 your most successful year yet!
11 Jan 2008