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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.

Negotiating a sale - checklist

Salesmanship doesn't come naturally to everyone but, even if you lack negotiation experience or confidence, there are some tips that can help you negotiate a better deal and make the sale. From preparing yourself and clarifying your objectives to realising the importance of listening, learn how to improve your negotiating skills.

  • Before the negotiation begins, prepare yourself; aim to appear keen to do the deal, but not desperate.
  • Clarify your objectives (eg price, volume or a quick sale) and how important the deal is to you.
  • Find out what the customer wants. What features or extras do they value and what are their priorities - price, service or delivery?
  • Research the customer's position: how urgently they need your product, what they can afford and what alternatives the competition is offering.
  • Assess the value of your offering to the customer: the benefits it offers, the problems it solves for them, the alternatives it replaces.
  • Identify the strengths and weaknesses in your proposal and plan your strategy; aim to reach a deal which will suit the customer as well.
  • Decide what could be negotiable; try to identify concessions which would cost you little but the customer would value.
  • Consider the potential impact on other deals and other customers of any concessions you make.
  • Clarify your terms and conditions from the start of the negotiation.
  • Pitch your opening price high; explain how the value in what you are offering justifies the price.
  • Agree what the negotiating points are.
  • Concentrate on asking questions and listening; fend off questions aimed at discovering your own negotiating position.
  • Test the strength of any concessions the customer asks for; ask whether they are deal-breakers, or what alternatives there are.
  • Look for reciprocation on any concessions you make: for example, an increased order size in exchange for a discount.
  • Summarise each point as it is agreed; shake hands on the deal when all the points have been covered and follow up with a written agreement.

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