If sales have decreased to a slow trickle, you might want to shake things up.  You cannot afford to subscribe to the old adage, "If it ain't broke, don't fix it."  Clearly, it's time to fix things.

How does a small business owner make a significant change to bring in customers and increase sales?  What can a business owner do on a small budget?

First, determine how your product or service is useful and necessary to the customer and then advertise those benefits.  (Because in good times or bad, customers will buy your product if they think they need it!)

If customers have stopped buying your product and you have seen a considerable drop in sales, ensure that you understand your customer's buying habits.  You will need to overcome the customer's perceptions of your product.  Think of a different way to promote the product's benefits to overcome the customer's objections.  Think of ways to add to the product's usefulness that will help the customer or fulfill his/her needs.  Think of ways to promote the benefits...perhaps a checklist "Ten reasons why you need my product in these tough times!"

Secondly, advertise and market your business in a memorable campaign.  Do something quirky, fun, and distinctive from the rest of the marketplace.  If you do something memorable that resonates with customers, you will bring in customers.

Develop an advertising campaign that not only reminds the customer that you are still around, but that attracts the attention of the media.  Free publicity always is a bonus! 

Brainstorm and be creative!  Be bold and stand out from the crowd!   

Once customers are interested, it is up to you to offer incentives, discounts or "bundles" (buy one, get second one free; buy one and get the case free; etc.) to entice the customer to buy.  (There is a reason why McDonald's offers Happy Meals.)

Then, once the customer has purchased a product or service, ensure that you follow-up with outstanding customer service (and service of the product) that keeps the customer coming back for more.  Consider demonstrations, how-to's, podcasts, videos, in-store classes, e-books and e-guides to solidify your relationship with the customer.  Strive to ensure that the customer needs (and wants) to revisit your business in the future.  Weekly updates or ezines will also assist in cementing the customer relationship.  Become the expert in the eyes of your customer:  Be their go-to person!

Step One:

Create an outstanding promotional campaign to resonate with the customers and entice them to buy:

Recognize your customers, reward them and appreciate them.  Throw them a party!

Send out invitations (email) or fun postcards to customers, vendors, and potential customers.  Shower them with incentives, passport of coupons, and free gifts (wrap up a beautiful box with coupons and small discount cards, customer appreciation cards, etc.).  Set up elaborate displays and demonstrations that highlight your product and services - let the product be the star of the evening!  In the background, consider live music - cajole your nephew's band to play free!  Refreshments add to the festivities.

Remember to create an "event" around every promotional offer that you consider.  If you are offering a discount on a product, then offer in-store classes or podcasts around that product to add value to the sale.  Build a slogan around the discount, create a name for the demonstration - make it distinctive!  Mail out invites to your customers about the "event" around the discount sale.  You will also need to hand out cards that promote the event, hang posters, and build a great window display that highlights the product.  Include draws and contests that build excitement and fun.  During the event, include "sign-up" sheets for follow-up purposes.  Follow-up will include thank-yous, emails, notes of appreciation, photos and story to media, and press releases.

If the theme is creative or quirky, your customers (and staff) will love every minute and sales will follow. 

Step Two:

Create an outstanding promotional campaign to resonate with the media and capture some free publicity:

Quirky theme?  Fun and memorable?  Send out a press release and invite the media to your party.  Follow-up with photo (capture guests having a blast!) and story and submit to media.  Ensure the story accompanied by photos is updated on your website.  This information will be your next ezine!

Write an article about the event and submit it to promotional websites that fit your business and submit the article to various newspapers.  Remember, the more unusual twist or theme - the better chance of the story being published. 

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