Draw on this… for the New Year

Now Christmas has been and gone and you’ve taken stock of how the year went, it is the perfect time to look at your business from a new perspective. If there’s one thing we know for sure, it’s that the next few months (and we really don’t know how many that is) things are not going to be easy. However before we completely withdraw into the media fuelled depression everyone is expecting, it’s worth looking at how we can make little but important changes to our businesses no matter whether you’re a retailer, wholesalers, trader or designer.

Talk to your customers…

It is the most cost effective marketing tool you have. You use it countless times a day without even thinking about it, and the one time you could use it to make you money you shy away. The telephone is such an everyday part of our lives that we really do take it for granted. Yet used appropriately, with a little thought, it can turn your business around. Try calling a customer now, but know what you want from them before you do. You might just want to re-establish contact and let them know what you’re up to. You might have seen something that might be of use to them, whatever it is, find an excuse (positive) and call them.

If you’re a retailer, and you can’t just call your customers, write them a hand written letter. Buy some nice heavyweight paper, find someone in your business or family with good handwriting and send your customers a New Year card. Nothing can be more personable and let’s face it we’re all going to have a little more time on our hands to do these kinds of things.

Re-evaluate your brand…

Look at what you think your brand is saying to your customers, and then ask them what it is saying. Now ask yourself what changes you need to make to your business to in order to realign your message with your customer’s perception. Do you focus on lines that seem to sell more and streamline your inventory accordingly? Do you spend time educating your staff to better sell the products that are more profitable for you and communicate a more professional and knowledgeable attitude to your customers in the process? These are the types of questions to ask yourself.

Overhaul your website…

This can be one of the most cost effective things any business can do. In spite of common perceptions, it doesn’t need to cost a fortune (ask me how by email). It’s not just about showing your stock or portfolio online, your website can offer so much more. It says who you are, what you do (literally if you want it to), it can talk to your customers and your piers, and it can even make you money. You have to take responsibility for it, get clued up on what’s actually out there, learn a little of the ‘tech talk’ and be an informed buyer (saving you money and getting you what you want).

I would like to hear if anyone has actually tried any of these out or has any other suggestions that they think make a difference in these difficult times. Please post your feedback below.

Follow your intuition…

Creative Visionaires are more likely to make the right decisions when they act on instinct. According to a new study your unconscious brain is designed to make the best decisions possible. Overturns the theory by economic theorists that conscious reasoning makes most of the decisions otherwise shareholders and employees may get upset. Visionaires are not only free to be irrational but may move more swiftly and generate more value and brand awareness through their inventive, intuitive and imaginative instincts. Source: Daily Telegraph 26.12.08 / Neuron Journal / The Creative Economy by John Hawkins