Auburnbiz's Blog

Past clients are the best source of new business.

auburnbiz — Thu, 18 Feb 2010 20:36:27 +0000

Advertising for most business owners is not the best way to find new business. When I got into real estate I thought advertising was how to get a home sold. I soon learned not only how expensive it was, but also how unreliable it was. I could never predict the results, nor duplicate them.

Successful business owner know their numbers, they know how much their advertising costs are and they track their results. You have to know your numbers! How many calls did the ad produce? How many new clients did the ad create? Track these numbers. You will probably find that one week/month you got a couple of calls off your ad, but then you went weeks/months without any calls. So you can’t predict the outcome of your ads. People follow the path of least resistance and choose passive methods to find new clients. Putting an ad in the newspaper and waiting for the phone to ring is passive marketing. Successful business owners don’t work that way. They pick up the phone and call their past clients.

Past clients are the best source of new business, for most business owners. Calling past clients is scary for most people, they don’t want to make themselves or their clients feel uncomfortable. Your past clients would love to help you. Trust me on that! This is called Active Marketing, rather than passive.

Call your past clients and ask them something like this, “Mrs. ________, this is ________ from xyz company, thanks for taking my call. Do you have two minutes to help me? Great! We are trying to grow our business this year and I was curious, who do you know, from work/church/neighbor/business associates who can use our services that I can call today?”

Now, you can also ask your clients face to face the same question. Yes, right as they are about to leave your store ask them the question.

Your business will grow by doing this. Get “active” in your marketing. Let me know how you do.

Make sure to look at my local business recommendations on my blog. I have two this week, maybe it’s yours. If you’d like your business mentioned on this blog please send me a little bio.

Everyone has two jobs…

auburnbiz — Thu, 18 Feb 2010 20:14:31 +0000

What business are you in? Are you a lawyer, doctor, cpa, bookstore owner, natural food store owner, salon owner, antique store owner, heat & air company, contractor, or realtor? To succeed you must have clients, you must have leads. It doesn’t matter what your chosen profession is, until you have enough leads, more business than you can handle, there’s no other issue. You have two jobs, your chosen profession and lead generation. What is your system of lead generation? How is it working for you? Will that system keep your doors open through this year and into the next? If not, let’s talk.

Great Chocolate shop in Auburn

auburnbiz — Thu, 18 Feb 2010 01:15:39 +0000

AuntFlo’s came to town back in November. If you haven’t been in this store you’re missing out! They make almost everything in-house. Chocolate yummys from one end to the other. It’s also a good place to sit down and have lunch, yes, they have a lunch menu. Instead of an ice cream party, think about a Chocolate party. I recommend this local business to everyone. Give them a try and let me know what you think.

Great new restaurant in Auburn

auburnbiz — Thu, 18 Feb 2010 00:02:07 +0000

I recently ate at the new Thai food restaurant off of Palm Street. Great food, great service, and great environment. I highly recommend it. They give you a choice of how hot you want the spice, from 1 to 5, 5 being hot, hot, hot. I said 3, but wished I said 1. So use caution on the temperature of the spice. But it was so flavorful! It’s called the Thai Garden. Take 49 north, left on Palm, quick right into strip center. Let me know if you like this restaurant.

You are in the lead generation business!

auburnbiz — Fri, 05 Feb 2010 05:10:59 +0000

Okay, think about this, I am not in the real estate business. I am in the lead generation business. When my leads dry up, so does my business. Is this true for you? Most likely it is. How have you gotten your leads? How do you get past clients/customers to come back to you? How do you get new leads? By default but by design? Systematically or by default? In this economy, you better start being systematic, because the default thing just isn’t working.

What does default marketing look like? For my business, it would look like this: Ben sits in his office and waits for the phone to ring, or he waits for someone to walk in the office looking for a realtor. Or, he places an ad in the paper and waits for the phone to ring. This is also called Passive Marketing. Who can predict the results of this kind of marketing? Who can duplicate the results of this kind of marketing? You can’t. You operate by default. You must be systematic about your lead generation business. Get systematic.

Which business has a more stable foundation?

auburnbiz — Thu, 04 Feb 2010 21:06:25 +0000

Success leaves clues. Others have done your business in the past. A big mistake that I see new business owners do is to “re-create the wheel.” That is very expensive and usually a big time waster. Most business owners are creative. But basing your marketing on your creativity will only take you so far. Principle: Always build your business on models before getting creative. Find out what others have done successfully in your business and model that before you waste time learning that some things just don’t work, or they cost too much with no return. If your business type has an Association, trade shows, or conventions go to them. Ask others what works and put those systems in place first, rather than experimenting with your own creativity. Principle: Stable businesses begin with models. Unstable businesses begin with creativity. Models will help you break through challenges or ceilings of production. Don’t re-create the wheel, implement tried and proven models in your business, then add creativity. Build the right foundation from the start, use models.

Tip of the week

auburnbiz — Wed, 03 Feb 2010 07:24:35 +0000

Do you receive annual business, semi annual, or monthly business from various customers? Would you like them to remember to come back to your place of business the next time they need your services or products. If yes, then make sure to get their name, phone number, mailing & email addresses. Send them a little reminder card, in advance, telling them “It’s time to reorder your ________. Please call us so that we can prepare your order without delay.” I can’t tell you how that simple card increases business. Your customers will thank you for reminding them to re-order. You make them look good too. In many situations the person who ordered from you before may have left that company without telling their replacement where to find you or your product or service. That’s a win win situation.

Introduction & What business are you in?

auburnbiz — Tue, 02 Feb 2010 11:00:34 +0000

Yes, I’m a local Realtor. I am highly vested in Auburn with three boys attending local schools, one at Placer High School. We own our home here in Auburn. I am a firm believer that small businesses are vital to our local economy. As a former small business owner, in a retail business, I know how difficult it is to run a small business. Most people think all business owners are rich. Big misconception. Triple net leases, taxes, permits, fees, inventory, advertising, insurance, shipping costs, busy months, slow months, accounts receivables (getting paid), and on and on it goes, are part of your everyday experience. You have people asking you for your money at every angle, every school in town has their hand out, every class in every school, every sports program in every school has their hand out asking for a donation. Same with many other non-profit organizations, they need help and they choose you first. That’s okay! It’s part of business. But the point is most people are clueless about what it takes to survive in business.
My goal is to share proven marketing ideas with Auburn business owners, invite others to share the same, and help promote each others businesses around town. I believe that information sharing is critical. If you are afraid of sharing proven methods because you feel you may lose market share, then it may take you a while to get on board. But don’t be afraid to join us on that account. If you don’t want to contribute now, that’s okay. I have a feeling you will see the benefits in the future. As a Realtor, I know tried and true marketing methods and I don’t mind sharing them with my competitors, other Realtors who may take a client from time to time. Not worried about that at all. You’ll learn why as we progress.
Some of you are experienced bloggers. If you have any ideas to make this a better platform please share your ideas (good links, or topics especially).
My goal for this blog is primarily to help businesses in Auburn grow. I have a management degree. I am currently working for one of the top real estate companies in North America. We have the best system for marketing I’ve seen in the business. The marketing techniques I will be sharing come from many places, but I have to say, what I have learned here at Keller Williams Realty works! Any business can use the systems and models.
Okay, think about this, I am not in the real estate business. I am in the lead generation business. When my leads dry up, so does my business. Is this true for you? The questions is how are you getting your leads? How do you get past clients/customers to come back to you? How do you get new leads? Hopefully not by default but by design.
I hope to meet all of you face to face this year.
Let’s improve Auburn together.
Ben Richardson
Keller Williams Realty
530-305-1593