Marketing expert Gill Morris gave us a superbly entertaining master class in marketing.
5 Steps to a Better Business
- Keep ahead of your competition
How do you rack up? Keep an eye on what your competitors are doing and do it better.
What are your strengths and weaknesses? Be honest and either play to your strengths or decide how to overcome your weaker points. Keep detailed customer records and segment them for easier targeting.
- Plan – fail to plan, plan to fail
Set up an annual publicity calender, Add events and also planning dates to start getting organised. Book in design work and arrange printing in advance to make the most of cheaper offers. Last minute printing always costs a premium. Avoid ad hoc promotions. You can then plan your social media campaigns and PR so it’s all integrated.
Note the quiet times and focus on training and targeted offers. What are your business goals in the next year? More clients? More of which sort of clients? Be specific. Break down your goals into 3-month steps and then monthly targets to help get you there. Assess continually. Did it work?
Yes – why did it work?
No? What can be done better next time?
Planning ahead helps you work out how to allocate your budget too.
- Keep up to date with skills and knowledge
CPD isn’t just for juniors it’s for you too. Learning new techniques will inspire you and help you keep your business at the top of your game. You need to love your business too!
- Invest in your business, your people and you!
A motivated you, equals a motivated staff. You are the leader and role model, If you create an atmosphere where learning and innovation is encouraged, your staff will be right behind you.
Are you clients satisfied? Ask them, Do at least 4 surveys a year. Keep a record. Can you make them delighted rather than just satisfied? Ask your staff for ideas, encourage them to think of ways to exceed your client’s expectations.
- Don’t be a candidate for “The Best Hair Removal Practitioner in a failed business”
Being great at what you do is not enough. You started out as a beautician or specialist in hair removal. You may be the very best in your area, but hiding behind that that won’t help your business. If you have a business you have to be great at running your business first and foremost.
You can book a range of Gill’s training courses or attend her regular marketing workshops here
Still to come…how to attract and keep male clients with The Shave Doctor, interviews with attendees and exhibitors and what got everyone talking at the wrap up debate!
See you soon,