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Q: My small business recently relocated, and aftermeeting several prospective clients in the new area, I find theydon't take me seriously. How can I compete with largerfirms?
A: Provided by marketing coach and consultant TracySchneider, whose Seattle company, TLS Marketing, presentsinteractive marketing workshops.
Fortunately, your task is easier than if you were starting fromscratch; you have a record of previous experience and can ask pastclients to serve as references. The next time you meet withpotential clients, have testimonial letters from former clients onhand to address the prospects' concerns. You'll also wantto review all your marketing practices to make sure you'reenhancing your credibility every step of the way. Here are someimportant credibility builders:
1. Communicate like a pro. Get your business listedin your local directory as soon as possible. Answer all callsprofessionally, and have a reliable way to take calls whenyou're not in the office: an answering machine, voice mail oran answering service. Return calls promptly-preferably the same dayyou receive them, but no more than 48 hours later. You should alsobe able to send and receive faxes and e-mail.
2. Reevaluate your promotional pieces. Your logo,business cards, letterhead, envelopes and any other promotionalmaterials should look top-notch. Work with a graphic designer tospiff up your image. And make sure your promotional pieces are aswell-written as they are well-designed.
3. Join a professional association. Virtually everyindustry has its own association. Find yours by looking through theEncyclopedia of Associations (Gale Publishing), available atmost public libraries. Membership helps you stay abreast of trendsin your field, and referrals from other members are often a goodsource of business.
4. Write an article. Demonstrate your expertise bywriting a short informational piece for a local business journal,an association newsletter or a neighborhood newspaper. Make copiesof your article and mail them to potential clients.
If prospects remain cool to you, reevaluate your prospect list.You might want to target a different group of businesses; considermarketing to other new or small companies.
Q: I'm getting ready to start a low-costbusiness. Do I need a business license? If so, where do I obtainone?
A: Provided by Robert Sullivan, author ofThe Small Business Start-Up Guide, $16.95, andUnited States Government-New Customer!, $27.95(Information International, 800-375-8439).
Depending on your type of business, you may need local, county,state or federal licensing. To determine local licensingrequirements, contact your city or county government offices.Nearly all businesses need a county or city license, which is easyto obtain and normally requires only a short visit to the localcourthouse. Fees, if any, are minimal.
If you intend to operate from home, be sure to check localzoning requirements and property covenants (again, at thecourthouse). Zoning requirements regulate how property can be usedand may restrict various activities.
Certain businesses and professions also require a state license.Examples include barbers, contractors and most businesses servingfood. Each state has an agency dealing with these types ofbusinesses. Contact your local government offices to see if yourparticular business requires a state license. Another good sourceof state-specific licensing information is your local library.Inquire at the reference desk.
For a very few businesses, federal licensing is required.Examples would be a business providing investment advice or dealingwith firearms. In general, federal licensing is required if thebusiness is highly regulated by the government. In such cases,it's best to consult an attorney.
Contact Source
TLS Marketing, (206) 935-9283,tracyschneider@tlsmarketing.com
