Bizsuccess

Tuesday, July 6, 2010
By Pattie Baker

Every now and again, it’s time to reclaim the front of the refrigerator and recycle those old party invitations and the ambitious chore lists that every household member ignores anyway.  Yesterday was “free the fridge” day in my house, and I asked my older daughter if I could take down the color photo of the astronaut who spoke at her school several months ago.

“He was the 117^th person to walk on the moon, Mom!” she said.  And this, believe it or not, got me thinking about you and your marketing efforts!  I mean, I know it’s an enormous achievement to become an astronaut and a great honor to be among the relatively few to walk on the moon, but 117^th?  Surely there is some superlative he can add to his claim to fame, isn’t there?  Perhaps he was the first lefty on the moon, or the first from Ohio, or the first over 40?

Superlatives matter.  Keep this in mind when you market your company.  Find something at which your company is best or first— first dentist exclusively for children with special needs, for example. You may even want to have some fun and be a tad creative–best singing window washers; most colorful landscapers. More »

Thursday, July 2, 2010
By Pattie Baker

I’ve written over 200 posts for this blog about marketing your business.  I am continually researching business trends and paying attention to what’s happening out there in the marketplace, locally, nationally and globally.  Additionally, I am a mom in suburbia who uses service companies every week in one way, shape or form, and, trust me, I see what happens when the rubber hits the road.  Therefore, it is with a great deal of thought that I make this claim—I can tell you the single most effective way to positively market your business. More »

Tuesday, June 29, 2010
By Pattie Baker

I knew change was in the air a number of years ago when I was hired to write a brochure for an interior design firm that focused on two terms that were new to me at the time: Aging in Place, and Universal Design.  This firm specialized in creating interiors that could accommodate the changing needs of aging homeowners so that they would not need to move as physical capabilities changed over time.  “Aging in Place” attributes such as wide doors and pathways that can accommodate wheelchairs, easy-to-turn door handles; “master-on-main” bedroom accommodations so that climbing stairs is not necessary; and a walk-in, sit down shower in the bathroom can make or break a senior’s ability to stay in the home that they have grown to love.

Universal Design takes these principles even further by considering design solutions to accommodate persons with disabilities or allergies, children, pets, and the needs of varying life stages including “Aging in Place.”  If you offer home building, renovations or interior design services and you are not already incorporating aspects such as these, you may want to consider pursuing training or certification from your industry in these issues.  You will bring an additional level of expertise and credibility to clients increasingly concerned with creating a home environment that is comfortable and safe for their changing needs. More »

Thursday, June 24, 2010
By Pattie Baker

I have been an applauding enthusiast along the parade route of the largest Independence Day parade in my state for fifteen years now.  It is a fun, everyone-encouraged-to-march showcase for local politicians, swim teams, church groups, and school bands.  That asphalt is also “prime real estate” for every single local business.  The undivided attention of thousands of spectators in an upscale, family-friendly city where a majority of residents are homeowners means that the local toy store, landscaping company, car dealership, junk hauling operation, painting company and more had a captive audience that would forever after remember them as supporters of the community.  And did I mention that participation is free?  A good marketing deal, if you ask me.

The car dealers had it easy.  Decorate the cars a bit and drive ‘em down the street.  A no brainer.  Can you tell me why only one car dealership did it, then?  And guess what?  It’s several days later and I can still tell you which one.  Not only that, but the neighbor with whom I was sitting told me how her garage holds two cars from that dealership and how wonderful it is.  Talk about positive word-of-mouth.  And the fact that my husband is car-shopping right now makes it even more germane.  I wasn’t surprised when I visited this car dealer’s website to find these words:  We have remained true to our friendly, family business heritage.

The local toy store had a cute float, complete with oversized toys and a bubble-blowing machine.  I forget about that toy store, but as it went by I remembered how I’ve always found interesting gifts there and I made a mental note to check that store out first for a gift next time I need one. More »

Tuesday, June 22, 2010
By Pattie Baker

It’s that time of year when homegrown tomatoes line the windowsill in my kitchen, each at a varying stage of ripeness, each promising a delicious meal—a cheese, tomato and basil sandwich; a pasta dinner with a sauce made from roasted tomatoes, zucchini and eggplant; a tomato and last-of-the-lettuce salad. Mmmmm.

But those tomatoes remind me of something else, too–your pipeline of new business leads.  Do you have metaphoric “tomatoes on your windowsill” all year long or just during “the season,” whenever that is for your particular industry? 

I am the person who interviews small business owners nationwide for the Kudzu testimonials that are featured on the Kudzu Business Success Center, and elsewhere.  I am hearing, over and over again, that “Kudzu keeps me alive” during the off-season.  Many owners tell me Kudzu has helped level out the dips from a challenging economic time in general, and keeps a steady stream of new business leads coming at specific times during the year when it is desperately needed.  In short, Kudzu helps keep “tomatoes on the windowsill.” More »

Thursday, June 17, 2010
By Pattie Baker

I have three days to get my car cleaned because my husband will be using it and he’s from the always-spotless school of car cleanliness.  I’m from the community-gardener-fish-fertilizer-and-compost-everywhere school of cleanliness.  There was even a short time period when I had crimson clover seeds sprouting in my carpeting.

So, imagine my joy when I pulled into my driveway today and saw a guy who was not my neighbor washing my neighbor’s car.  I dropped the basket of tomatoes right there by the door and ran across the lawn, glancing at the truck by the curb on the way, seeing that it said something about mobile detailing but not seeing any clear mention of a company name.

“Hi,” I said, feeling like I was within striking distance of a clean car.  “I have a very dirty car that could use someone to clean it. Are you available soon?”

The guy smiled nicely and said, “I’m going to be working on this one for another three or four hours.  This family just got back from Florida.”

I could imagine how much sand was in that car but knew that I could probably top that.  Have I mentioned the kale seed pods or the wheat straw or the muddy work gloves?  But three to four hours!  I had some other things to do later and couldn’t make this work today.

“Well, I may not be here then but I’m interested in your services,” I said.  “Do you have a card?”

And here are the facts as to what happened next. More »

Tuesday, June 15, 2010
By Pattie Baker

Every business has that one person who’s every sentence starts, “What if?” or “What do you think about?” or “Could we?”  This is an Idea Person, and I beg you to recognize this species as early as possible and to refer immediately to the Care and Feeding of Idea People pamphlet. What, you don’t have that one?  It’s not there along with your Workplace Safety brochure or your Employee Benefits overview?

Well, I’m not surprised.  Most companies have absolutely no idea what to do with Idea People.  In fact, they do their best to drive them away.  They answer their endless questions with “We can’t because” or “That’s not the way we do things” or “Just do your job and stop wasting time.”  They try to change these people, and sometimes they are actually successful, if beating the spirit out of a human being is what you consider success to be. More »

Thursday, June 10, 2010
By Pattie Baker

Green building.  Energy efficiency.  Water conservation.  Transportation alternatives.  Local food.   The list about which cities nationwide are not only talking but taking action to implement goes on and on.  Federal and state mandates as well as a growing groundswell of support to pass local policies that create “greener” cities means the sales opportunities have never been riper for eco-focused companies to strike.  I know about this because I was the founder and first chairperson of the sustainability commission for the newest city in the United States, and I was getting emails from companies that ran the gamut from electronics recycling to solar power to pervious pavement every single day.

If you haven’t considered municipalities as potential customers, you might want to give them some thought.  Cities are promoting their eco-actions loudly, with media releases, ribbon cuttings, e-newsletters, and more.  You’re bound to get a great shout-out if your company is the one that designed and installed the “green roof” on the local library. More »

Tuesday, June 8, 2010
By Pattie Baker

While driving to the City of Decatur, GA, I noticed a number of business signs in more than one language and it got me thinking about the explosion of immigrants in our country, including refugees from more than 50 war-torn countries.  For instance, Clarkston High School, not far from Decatur, has students from all of those countries, and many other cities in our country have large refugee populations as well.  These folks need dentists, haircuts, pediatricians, and eye doctors just like everyone else.  Over time, they need car repairs, washing machine repairs, real estate agents, funeral directors, tax advisors, lawyers, and every other service provider you can imagine.  If your service area includes a significant immigrant population, you may be leaving new business dollars on the table by not reaching out to this segment of the consumer population. More »

Thursday, June 3, 2010
By Pattie Baker

A couple I know recently moved back to my city from abroad and the wife is trying to build up her consulting business again.  Having been gone for several years, she discovered her network is splintered and her social marketing skills are not exactly up to date.  She called me for some advice.  I made some suggestions to her that you may find helpful as well:

1. Decide on your focus. This sounds basic, but I can’t tell you how many people simply can’t answer these questions:  “What is your goal, and what is it that you have to offer customers?”
2. Tap into the industry. Read online industry publications.  Follow industry thought-leaders on Twitter.  Connect with others.  Upload you resume on LinkedIn and invite your connections to link to you (this is a good opportunity to start figuring out how these social networking sites work!) More »