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5 steps to building a happy, shiny, profitable business

The Revolting Marketeer


All the below require leadership, big decisions, stepping back, clear communication and possibly quite a lot of outside help to ensure you do them quickly, efficiently and make them last. If you already feel that you are doing some of these things then maybe ask someone outside of the business to review your initiatives and see if there are areas where you can improve. The key is drive forward, stand out and become brilliant.

Build a strong brand that stands for something: In today’s crowded marketplace, the consumer is becoming more and more price savvy. However, most aren’t after the lowest price point, they simply want value for money. To ensure this, you MUST create a difference that sets you apart from your competitors. Otherwise, the buyer believes they are buying like for like and it WILL become a price issue. The key here is to look closely at your business, the services that sell well, the highest profit points and what you currently do as a business that could make you stand out from the rest. You may need to redefine your niche, or create a need in the buyer’s mind built around a process or structure that you can enhance but others cannot.


Ensure your brand is supported internally: Once you tell the buyer that you are different from the competitor, they must be able to see and feel this - at all times. This ensures that trust is built within the client’s mind and what you say you are, you actually are in reality. Often new internal processes, new marketing materials and messaging are required but this is critical to ensure that you don’t create confusion in the potential client’s mind. For instance, if you have focused on a niche market, then ensure that all of your marketing and documentation speaks to them and not a generic market.


Make sure your visions and values have meaning: Often companies create lovely words that under scrutiny mean absolutely nothing, nada … bugger all. They may say: ‘We are professional, charitable and environmentally friendly,’ but don’t back them up with any real explanation regarding what they mean. Equally, companies often steam ahead and implement a vision for the business and determine a set of these values before getting staff buy-in or input. Your staff ARE your business. THEY are the ones that will be implementing and working to these values. So shouldn’t THEY help you to create them in the first place? This way these values may actually start to resound rather than just clunk.


Don’t work with badly behaved clients: Bad clients DON’T pay on time, refer you good clients or give you great testimonials. They DO moan incessantly, are never happy, ask for price reductions and ‘favours’ and typically take twice as long to manage as a good client. Meaning that your profit is halved IF there is any…They also create bad atmospheres in the office and annoy your staff. Are they REALLY worth it? Just look at your company and think how many badly behaved clients you have on your books and what would your business look like if you replaced them with good ones?


Compliment, congratulate and reward: People like to feel loved, wanted and involved. Don’t we all? In most HR studies it has been shown that most employees DON’T always want a pay rise, they just want to feel listened to and recognised by the company. So have regular company meetings and tell them what is happening, lead by example not fear, and as Gandhi said ‘be the change you wish to see’. This will create a great work environment, stimulated and happy staff and guess what? They work harder, are more profitable to the business AND look after your clients better. Everyone wins. On top of that who would want to leave such a great company? So you reduce churn in the process. Good hey?

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