What’s The Problem?

Have you ever tried to fix a problem without knowing what the problem is? After all, you can’t fix the wet basement until you know where the water is coming from. It’s a common practice among small business owners (and homeowners as well), particularly those trying to figure out why business is down. Instinctually you want to do something to generate more business. But before you can act, you need to investigate. Knowing that business is slow is a result of the problem, not the problem itself. And in order to solve the problem, you need to identify the problem. How do you identify the problem? Here are three inexpensive, easy-to-implement possibilities:

Ask.

Survey your current customers, prospects and inactive prospects. Ask them why they didn’t renew, contract or refer. Is it price? Scheduling? Customer service? And provide plenty of opportunity for comments -- respondents always tell you something you hadn’t thought of. You can send a survey in the mail or use an on-line service such as Zoomerang. It’s always a good idea to include an incentive to respond -- it doesn’t have to be costly, just something of value to your customer base.

Review.

Step back and look at what worked for you in the past. What has changed? What has stayed the same? Have you stopped sending the Thank You/Referral card? Have you kept up with your competitors? Are you realistic about your competition? You may already have the solution in your own history.

Research.

What are your colleagues and competitors doing? If you own a business in Boston you may want to contact similar businesses in Cleveland or Baltimore and see what is effective for them. Since you aren’t in direct competition they are likely to help (particularly if you offer to reciprocate). Ask your suppliers and vendors if they are aware of similar situations and successful solutions. Join a networking group and ask questions and listen to the answers.

Then, and only then, Act.

Once you know what is behind the problem, you can resolve it. The right information will allow you to align your marketing with your prospects’ and customers’ needs.

There are multitudes of sales techniques vying for your marketing dollars, but until you identify what your issues are, no amount of marketing, or clever ideas, or even sales support, will solve your business problems. With a clear idea of what your prospects need and want, you can invest your resources productively.

Back to Articles

Expertise | Portfolio | Press | Contact | Home

©2003-04 Iris Creative Group Inc.