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How to create a marketing plan for your small business - build a brand, target customers and set prices that will maximise sales.

The internet has transformed business marketing. No matter what you do, the internet is likely to be at the heart of your marketing strategy.

Social media is firmly established as a marketing tool. Having a presence opens up new lines of communication with existing and potential customers.

Good advertising puts the right marketing message in front of the right people at the right time, raising awareness of your business.

Customer care is at the heart of all successful companies. It can help you develop customer loyalty and improve relationships with your customers.

Sales bring in the money that enables your business to survive and grow. Your sales strategy will be driven by your sales objectives.

Market research exists to guide your business decisions by giving you insight into your market, competitors, products, marketing and your customers.

Exhibitions and events are valuable for businesses because they allow face-to-face communication and offer opportunities for networking.

Ten tips for approaching cold leads

Cold leads - prospective customers you have not contacted before - are difficult to convert into buyers. So how do you approach a cold lead to give yourself the best chance of making a sale?

  1. Find good leads. Leads are those details - names, job titles, email addresses and phone numbers - that could lead you to the right decision-maker. There are numerous ways of sourcing them, including personal introductions, searching trade directories, attending exhibitions or buying relevant, lawful lists. The better they fit with your customer profile, the more chance you have of converting them.
  2. Stay within the law. If you hold any personal information about customers, such as names and addresses, you must comply with the Data Protection Act. You must also ensure you don't make unsolicited calls, or send unsolicited letters or emails to people who have opted out of such approaches, such as by registering with the Telephone Preference Service. You must also not contact individuals by email or text message without their prior consent. Note that emails to generic email addresses such as info@ are considered business emails under GDPR so do not require express consent but requesting consent makes it more likely the recipient will consider your emails legitimate.
  3. Have a clear aim. Be clear what you want to achieve when you make contact. It might not always be an immediate sale, but could just be an opportunity to provide a quote, send out a brochure or give a presentation.
  4. Know your message. When making cold calls, having a prompt sheet of your key messages can be helpful to avoid sudden 'mind blanks'. A script, too, can be useful - but beware of following it too rigidly or you may sound insincere, inflexible and impersonal.
  5. Train staff. Staff making cold calls should be properly trained. Above all, they should be very familiar with the product or service they are selling. They should have at hand the answers to any questions about, for example, your company background, products or delivery times.
  6. Start off on the right foot. Call from a quiet space. Always introduce yourself, make sure you are talking to the right person and address them using their name. Consider the time you choose to call, too; for example, Monday morning and Friday afternoon calls to businesses may not be well received.
  7. Concentrate on the customer. Ask about their needs and the issues they face. Listen to their answers carefully and then describe how your offering can help them. Be confident and smile when you talk (it might sound odd, but it does make a difference).
  8. Use different sales channels. If cold leads have given their consent, you can try approaching them by sending emails, text messages, leaflets and direct mail, as well as using social media. But remember that business is about establishing relationships, usually best done face-to-face and second best over the telephone.
  9. Follow up. Make sure you do whatever you promised in your initial approach, even if that is only to call back in a month's time.
  10. Measure your results. Log how many approaches you make and the result of each. Record how many eventually turn into sales, to understand your conversion rate. Lastly, analyse your different approaches and results to find out which type of approach and which leads are most successful.

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