4 Ways to Jump-Start Sales
 By Terry M. Blair

The financial crisis has small businesses fighting for sales since today’s customers are choosier about where and when they spend their money. The competitive climate means that marketing is more important now than ever.

The challenge is that most business owners’ budgets have little to no room for extra expenses, and some proprietors have had no choice but to cut back.

But there are smart marketing tactics that will help you boost sales quickly, effectively, and (most importantly) inexpensively. Here are four ideas.

1. Position your products or services as a solution
In our troubled economy, people have plenty of problems on their minds. It’s your job to make their lives easier.

Make sure that your business stays relevant and necessary by pitching solutions and benefits instead of mere products and services. For example, a recession provides an opportunity to show and tell your customers how you can help them save money, time or trouble.

2. Focus on low-cost or no-cost marketing techniques
Beef up your efforts to reach customers using marketing solutions that are cheap or free.

You don’t need to be particularly tech-savvy to try an e-mail campaign instead of traditional mass mailings or to use social networking tools like Facebook and Twitter.

You can also boost your word-of-mouth referrals by offering incentive programs for customers who bring you new business. Throw in incentives for new customers, and you’ve created a system where there’s something for everyone.

3. Look for new ways to add value
Set yourself apart from the competition by taking every opportunity to add value to everything you sell.

Share your expertise in short, gratis consulting sessions so your goods and services seem customized to people’s individual needs. Host a free class every month that teaches customers a new skill or offers information about a current topic. Write a newsletter or blog that invites customers’ questions and showcases your well-informed advice.

4. Get creative with your promotions
Unique coupons and sales are a great way to attract attention and build a sense of excitement around your business.

Brainstorm themes for promotions that incorporate humor or whimsy to keep customers smiling and to help you stand out from the crowd. Then switch up the discounts or sales you offer periodically to create a sense of urgency. By keeping the spirit of savings fresh, you’re sure to reap the benefits of repeat sales.

AFS Can Help
Small-business owners can save money and time by using their AFS benefits.

From printing marketing materials to building a Web site, AFS benefits deliver the solutions you need at the savings you want.

Here are just a few association benefits that can help you reduce the cost of your marketing and sales.

• AlphaGraphics
  Solutions for all your marketing communications and business printing needs. AFS Members save 10 percent off retail list prices at participating AlphaGraphics nationwide.

• Direct Mail Services - MembersDM
  Small-business promotion made easy with this Web-based print-to-mail system.

• FedEx & FedEx OfficeS Discounts
  Flexible shipping solutions with a full array of printing and graphics services. AFS Members save 20 percent on black/white and color printing and copying at most FedEx Office locations.

• Members Online
  Save on customized Web sites for your small business.

• ProTalk
  Get unlimited marketing and sales advice from your very own personal business consultant, all included in the cost of your AFS Membership.

(Posted May 2009)

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