Start with yourself, says Gautier. The first impression is made in just seven seconds but lasts indefinitely. So be careful what gets noticed. Be sure your potential customer sees those all-important qualities: trust, humility, competence and compassion. Customers buy the whole package, not just the product, says Gautier, and you are part of that package.
Business marketing is also critical, she says. Citing Linda Prafke of BMG Business Management Group, Gautier told listeners to develop all aspects of their market. Know your niche market (customer age, gender); plan your strategy, then implement, review and update that plan; sketch out your objectives (product, price, location, promotion, sales); know the demographics of your market. Be aware how changing technology might affect your business. Consider what could happen with a change in the economy; in politics; in trends. Be aware that every market is cyclical and you will need to change as the cycle changes.
Then get your name out there by advertising. Research indicates, "it takes three times for your audience to see you. An ad must be reinforced at least three times to be effective," says Gautier. This is known as creating brand awareness. And the most expensive route is not always the most effective. Use newsletters, television, radio, newspapers, brochures, and flyers. You can get free advertising too, she says, simply by telling your story to the media. However, Gautier cautions that the media has control over your story and you might not like their spin.
Websites can be effective too, providing professional visibility. However websites can cost upwards of $1000 to create, purchase a domain name and maintain. (Shop around.)
Don't spend your valuable time on tasks unrelated to your profession. Once you are established, spend 70 to 80% of your genius on your business. Leave the administrative stuff up to others.
Know your customers' needs. You can even create these needs yourself. Then convey to your customers how you will meet those needs.
And, no surprise to us, fellow SHBBAers, Gautier says word of mouth is one of the most effective forms of advertising. So get networking!