You’ve decided to take the plunge and start your own business.  You have a great product or service that you know will provide value to the community, and you have some ideas on marketing that product.  The next question is, how do you set up your own accounting?

Start like you mean it! - a basic accounting course

As time permits, I’ll be posting a few small articles on this topic.  My goal is to use this as a springboard to putting together a basic bookkeeping course.  Stay tuned!

Dianne Goodacre
The Balance Sheet

www.balancesheetbookkeeper.com

Based in the Comox Valley, Dianne has clients from Bowser to Campbell River. She feels that a bookkeeper needs to be where the action is in order to provide the best value. Find out where your business is at!

Please note: this is a test to see if I can upload an image. — Dianne

Dianne Goodacre, Proprietor, The Balance sheet

THE BALANCE SHEET

STREAMLINED BOOKKEEPING SOLUTIONS

Dianne Goodacre
T: 250 331-0131
C: 250 650-SAVE(7283)
E: dianne@balancesheetbookkeeper.com
W: www.balancesheetbookkeeper.com

Honoured as the Comox Valley Home-Based Business Association’s 2011 New Business of the Year!

If you had a choice between giving your business to a local company, owned by local
folks who are active in the community, versus a corporate chain based somewhere across
the country, which would you choose?

Now turn the tables. If you’re the business owner of a local company, what are you
doing to tout the fact that you are locally owned and managed…and what do you do to
give back to the community?

There is huge opportunity to get involved and give back without breaking the bank or
overwhelming your calendar with committee meetings. And, it is fine to acknowledge
that “giving” is part of your marketing strategy, recognizing the fact that businesses
which give back to the community create awareness and goodwill, which turns into
business on the bottomline.

Remember, you don’t have to limit your community involvement to participation in
planned events or just writing a check to be listed among a group of supporters or
sponsors. Think creatively.

First, decide if your “giving” is ongoing or occasional. Then, choose a cause or group(s)
that is of interest to you personally so your involvement will be more rewarding to you.

If you are considering several non-profit groups, you should also consider which groups
or causes are of interest to your customers, prospects, and referral sources—putting you
in front of them as a business owner who shares a common interest in the cause that is
important to them.

Recently, a coach of the girl’s basketball team was lamenting that the girls did not raise
enough funds to go to a tournament. Thinking outside the box with a local business
owner, the girls did yard work in exchange for donations. The coach and business
owner decided the value of the work, the girls and coach arrive and do the work, and a
check is written to the team.

To put a nice bow around it, and maximize the public relations value of the effort, the
photo of the team was sent to the local paper with a press release that made the team, the
coach (who owns a local pub) and the business (who made the donation) look good.

The coach also posted the 8x 10 glossy in his pub so customers can see his involvement
in the community for months and years to come, and it is a spotlight on his website.
What a win-win on a grassroots level.

The key, of course, is to making “giving back” work and to not be embarrassed to toot
your own horn and to ask for something in return for the donation or service.

Carolyn West-Price Touhey is an award-winning marketing consultant and lecturer
who specializes in small-to-medium businesses and non-profits. She can be reached at
MakeAnImpact@SmartBizStrategy.com.

Give To Get…PART TWO

In last month’s column, creating awareness and goodwill for your business through
community giving was discussed as a viable part of a company marketing plan,
applicable to companies big and small.

Understanding that writing a check is only one way to support a charity, it is
recommended that a business owner get more creative so the “giving” is newsworthy for
the added bonus of the publicity that creates awareness and goodwill.
When giving is seen as a marketing tool, it is important for you and the non-profit to
agree that exposure is beneficial to you both, and that you will work together to “toot
your own horn” and to make it a win-win.

In addition to issuing joint press releases or creating media events, such a oversized
check presentations and other “photo opps,” ask to be included with a photo in the
organization’s newsletter, on their website; put the charity work/photo on your own
website and in your own newsletter.

Put photos and letters in your lobby that spot-light your efforts. Ask for signage at
the non-profits’ events, and also a chance for them to send your marketing material or a
special offer to the charity’s database, etc.

Other non-cash ways to support organizations in your community (and excuses for
building goodwill into your marketing) include:
*organizing fund raising promotions (they sell a book of coupons to your place for a flat
fee, you agree to honor the coupons, and they keep the proceeds of sales);
*donate a percentage of sales on a given day/week/month to a particular non-profit
group of your designation;
*charge modest admission fees to seminars or events you’re hosting during the year, and
then donate them in a lump sum (do an oversized check for a good photo opp)
*fund a scholarship
*make in-kind donations for services they need (signs, writing assistance, food, etc.)
*address the wish list “gifts”–many non-profits have a wish list for various items,
ranging from computers to staplers, folders, etc. Just ask!)
*donate to auctions (great for the “mini billboard effect” on the tables for all who attend
*volunteer service on a committee or Board of Directors….

As you can see, you have nothing to lose by asking how an organization interested in
your support can work with you to make giving a win-win. Remember, creativity is
the limit to what you can do together, and the rewards of the generosity will translate to
goodwill on the bottomline for years to come.

Carolyn West-Price Touhey is an award-winning marketing consultant and lecturer
who specializes in small-to-medium businesses and non-profits. She can be reached at
MakeAnImpact@SmartBizStrategy.com.

If you had a choice between giving your business to a local company, owned by local
folks who are active in the community, versus a corporate chain with customer service
representatives in call centers in some other city, which would you choose?

Assuming the prices at the locally owned business are not significantly higher than the
chain, and the convenience of doing business with the local folks (hours, location) are
at least comparable, you will probably choose the local folks. It just makes most people
feel better to do business with a “neighbor” rather than contributing to the paychecks of
corporate executives in fancy offices in some other community.

Given that choice, now you have another one. Would you prefer to do business with a
local company that is active in the community–giving time, services, or donations to the
community–or one that just runs ads with no real involvement in the local business or
consumer community?

Again, if you’re like most people, you’d rather spend your money with those who give
back than those who just take, take, take.

Now turn the tables. As the business owner of a local company, what are you doing to
tout the fact that you are locally owned and managed (especially if your company could
be mistaken for a chain, such as a franchise operation)…and what do you do to give back
to the community?

There is huge opportunity to get involved and give back without breaking the bank or
overwhelming your calendar with committee meetings.

First, decide if your “giving” is ongoing or occasional. Then, choose a cause or group
that is of interest to you personally so your involvement will be more rewarding to you.
If you are considering several non-profit groups, you should also consider which groups
or causes are of interest to your customers, prospects, and referral sources—putting you
in front of them as a business owner who shares a common interest in the cause that is
important to them.

Also, you don’t have to limit your community involvement to just writing a check or
participation in planned events (fancy dinner-auction events, for instance) so you can be
listed among a group of supporters or sponsors in an ad or program book.

Think creatively.

One day when the coach of a local girl’s basketball team was lamenting that the girls did
not raise enough funds to go to a tournament, so I suggested the girls to do yard work in
exchange for donations. To test the premise, Two Eagles was the first to “hire” the team.

The coach decided the value of the work, the girls did the work, and a check was written
to the team, which allowed them to go to the tournament they couldn’t afford a week
earlier.

To put a nice bow around it, and maximize the public relations value of the effort, the
photo of the team was sent to the local paper with a press release that made the coach
(who owns a local pub) look good. The girls loved the exposure, and Two Eagles Lodge
got mentioned as well. The coach also posted the 8x 10 glossy in his pub so customers
can see his involvement in the community for months and years to come, and it is a
spotlight on his website. What a win-win on a grassroots level.

The key, of course, to making “giving back” work is to not be embarrassed to toot your
own horn and to ask for something in return for the donation or service.

For instance, ask to be included with a photo in the organization’s newsletter, on their
website; put the charity work/photo on your own website and in your own newsletter.
Put something in your lobby that spot lights your efforts. And, don’t be afraid to send
a press release to local media to announce the cooperative efforts. Ask for signage at
an event, a chance for them to send your marketing material or a special offer to the
charity’s database, etc.

Other non-cash ways to support organizations in the community include:
*create fund raising promotions (they sell a book of coupons to your place for a flat fee,
you agree to honor the coupons, and they keep the proceeds of sales);
*promote you are donating a percentage of sales on a given day/week/month go to a
particular non-profit group of your designation (assuming they’ll promote this to their
database of supporters, in the non-profit’s newsletter, etc.);
*charge modest admission fees to seminars or events you’re hosting during the year, and
then donate them in a lump sum (do an oversized check for a good photo opp)
*create a scholarship
*provide in-kind donations for services they need (signs, writing assistance, food, etc.)
*research and offer “wish list gifts”–many non-profits have a wish list for various items,
ranging from computers to staplers, folders, etc. Just ask!)
*donate to silent auctions
*volunteer service on a committee or Board of Directors….

As you can see, you have nothing to lose by thinking beyond the obvious for supporting
non-profits so you can make it a win-win for everybody. Remember, creativity is the
limit to what you can do together, and the rewards of the goodwill will impact your
bottom line many times over. The key, however, is to tastefully let people know you do
these good deeds, since goodwill is not created in a vacuum.

Carolyn West Price is founder of SmartBiz Strategy. She can be reached at 250-335-
2342 or www.SmartBizStrategy.com.

Not a day goes by that I am not amazed by how companies can remain in business with
such poor customer service. These companies spend thousands and thousands of dollars
on marketing to become household names, and many spend time and energy training their
employees on the right way to greet clients and service clients. But, very few seem to invest any training in good service, post-sale follow-up or problem solving. Yet, we all know a dissatisfied customer will most definitely spend energy and time telling many others about the horrible experience.

So, what is the call to action for all of us business owners, based on our awareness of the
impact of word-of-mouth marketing? It’s getting customer talking for the right reasons,
rather than giving them something to complain about.

Here are a few tips to get you started.

*Walk in the customer’s shoes. Start with the basics– call in one day and see how your
call is handled. Ask for some assistance or information. Evaluate how it’s handled.
Email through your website for more information. How fast is the response? How
professional? (By the way, what do you do with those leads?)

If your company is small and you will be recognized, get a trusted friend to do this for
you and ask for complete candor in his or her evaluation. Hire a mystery shopper if you
are really serious.

*Evaluate your attrition. Do customers come back after making a switch from your
service for some reason and then find they are disappointed so they come back? If
you lose a lot of customers after their first or second encounter with your company,
start trouble-shooting by asking for their feedback. Just as companies often interview
employees who resign, you can interview customers. At least they’ll know you care.

*Examine your problem-resolution policy. Do you offer a satisfaction guarantee? If
so, that is often a marketing advantage, since it takes the risk of buying from you out of
the evaluation process. If you don’t, then consider it. Additionally, mystery shop this
process as well. This is where many companies fall apart.

One common way to resolve a situation is to not charge the unhappy customer, as with a
meal at a restaurant. Yet, would it not prove better in the long-run to give that customer
a gift certificate for a return visit so you can demonstrate your product/service on a
different occasion. If you just write-off the meal, they may be content, but likely to not
come back. If you give them a gift to come back, perhaps you win them back as a loyal
patron.

“We met some great prospects and potential referral sources at the expo, but then we
came back to work….”

You and I know the rest of the story. Despite all the great intentions to follow-up with
these contacts, the daily “to do” list gets in the way and the stack of business cards
eventually ends up in the back of a desk drawer. As a result of not contacting these
people (or not getting in touch beyond the first contact), revenue is lost, and you can’t
even measure the loss because the potential was never fully calculated.

Sound all-too-familiar?

It doesn’t have to be that way.

Devising a contact management system that is as mechanized as you can possibly make
it is the key to stopping this viscous cycle. Whether you use a system as fundamental as
the old file box tickler system, a software such as Outlook, or prefer to outsource your
database entry and updating to a virtual assistant, the first step in this “system” is to put
the people whose names you collect into categories.

Are they prospects, and if so, how serious? A list…B list? If they are potential strategic
allies or referral sources, put them in the appropriate categories so you can tailor
messages to them in a group communication. Remember vendors, too.

The next step is to work with a marketing person to determine how often and by what
means will you contact these people. In this info-overload world, figure you need to
make repetitive, well-planned impressions on everyone in your database; don’t forget
special contacts with clients and past clients, making them feel appreciated in addition to
reminding them of your existence.

Determine if you want those touches to be via email—maybe an email bulletin each
quarter, a personal invitation to attend an event with you, and two seasonal post cards
that promote a seminar or event you are hosting. You can even pre-plan your piece and
pre-write them during a slower period—keeping them in the can until you are ready to
implement them based on the schedule.

And, consider delegating or outsourcing the implementation as much as you can, so you
can simply approve proofs and then focus on what you do best. From the writing and
design, to the database maintenance, to a mail house, keep this vital marketing process as
far away from your desk as you can, so it is one less responsibility that is way too easy to
back-burner.

As another note, it is important to recognize that not all “touches” will be appropriate for
everyone in your database; you can target your message depending upon the audience

(vendors and referral sources may need a different message than clients, in some cases;
yet the email bulletin or tip card could be appropriate for all to receive.) Just make sure
each person hears from you six to eight times during the year at a minimum, and that will
complement any indirect, more public “touches” they may see (such as advertising and
press releases).

If you set a goal that you will have your company (even if it’s not you) contact the top 10
or top 20 prospects you meet at a networking event or show within 5 days of returning
from the show, stick to it. At the very least, buy yourself a few extra days by writing “it
was a pleasure to meet you…will follow-up with you next week” notes while you’re in
front of the tv or on the plane or as soon as you get back. Then, put those follow-up calls
on someone’s “to do” list and make sure they happen.

There is nothing worse than telling people (who took their time to talk with you) that
you will contact them and then not. Your credibility and dependability are already shot
before you even get a chance to work with them. It’s a shame when our society forces
us to be so busy that we are stunned when someone who promises to do something
actually does it. Hmmm—seems like good manners equals good marketing.

Carolyn West- Price Touhey is owner of SmartBiz Strategy (and Two Eagles Lodge
B&B) and often teaches marketing programs throughout the community. Carolyn can be
reached at 250-335-2342 or MakeAnImpact@SmartBizStrategy.com

Welcome summer! It’s the perfect time of year (unless you’re in a tourism-related business) to take advantage of a slower pace and add some sizzle to your marketing that will carry you through the rest of the year.

First start by taking inventory of what has worked and what has not so far this year—a mid-year “audit.” Now ask why for both lists. Finally, ask yourself what could you do in either case to make the marketing activity more effective, more exciting, more profitable.

Think about your typical sale at a retail store, for instance. Now add a fresh twist by simply adding an “enter to win” for some exciting prize, including that ‘carrot’ in the ads that are running anyway, and then greet customers with some complimentary snacks or drinks. What a small investment in added creativity and money for a much more memorable effect.

Or, if you’re a service provider, why not offer a complimentary service or product for your each customer to offer to his or her friends and family…and something in it for the current customer when his friends become your customer? This encourages word-of-mouth marketing and makes it fun… all for the sake of giving away a little to potentially gain a lot. Besides, the act of doing it gives you an excuse for a customer contact or mailing…and you can label it as “customer or client appreciation month.”

Another overlooked opportunity in marketing is an anniversary. If you’ve stood the test of time in a community, let people know that. Plan an entire campaign around your success.

Why not plan a BBQ for your clients and key referral sources to further cement the relationship?

Last, but not least, don’t forget to get your name in the press. Think about what you can announce that is newsworthy or what articles you can contribute to local publications or trade publications that will gain you credibility and visibility that is valuable all year long. And, don’t forget to post such press coverage on your website, potentially create reprints of the coverage as handouts for your information packages or trade show booths.

Have a great summer…and happy marketing!

Carolyn is owner of SmartBiz Strategy, a marketing consulting company that specializes in small businesses. She also teaches various workshops on marketing. She can be reached at 250-335-2342 or through www.SmartBizStrategy.com.

…exhibiting in a trade show, that is.

The key to maximizing your investment of time and money by participating in a
tradeshow or expo is good planning.

Pre-planned, proactive marketing should invite and excite your prospects to see you at
the show.

The second part of your plan should be “at the show” marketing. Considerations for
your exhibit should include everything from staffing and design to the attire worn by you
and others representing you. What will you do to attract attention so people want to talk
with you? What will you do to collect names? Does your material sell benefits that will
attract prospects or are you just listing services on a poster?

Remember, you get one chance at a first impression. The look of your booth and
materials should reflect positively and professionally on you—avoiding the “mom and
pop” look at all cost.

And, your plan should include post-show efforts so you can schedule time after the
show to evaluate the show opportunity and do your follow-up. This is critical! Once
your show is over, schedule time to do whatever you promised—make a call, send
information, offer a quote. And, track the leads you get so you know if the show is
worth doing next year.

For more information on trade-show marketing, in time for the HBBA October Trade
Show, Carolyn Touhey is offering to host a one-hour workshop for interested HBBA
members in mid-September.
Send an email to Carolyn at MakeAnImpact@SmartBizStrategy.com to let her know of
your interest and to confirm the date and location or call her at 250-335-2342.

“Oh, no, newsletters!” If that’s the feeling you have whenever the subject of a newsletter
comes up, read on. It doesn’t have to be the dreaded task you may think.

In fact, if you think about it, a newsletter is an investment. It is a vehicle to accomplish two significant marketing goals: to keep you in front of contacts (clients, prospects, and referral sources) on a regular basis and to position you as the authority in your field.

Assuming your marketing strategy includes being visible and credible to customers and prospects, then the newsletter is a natural way to do just that. It allows you to maintain “share of mind” or “tip of tongue” awareness in a credible manner, very different in nature than an ad or direct mailer.

Your newsletter, which should be issued at regular intervals—monthly or quarterly, for instance–should include a main article about a relevant topic, and also include some information about your company. Perhaps you can include a tid-bits section that can
feature employees, announce upcoming events or contracts, and even a product profile—
perhaps a new procedure or cleaner you are using. If you receive any publicity, such as
inclusion in a trade publication or local paper, include reference to that, which further
reinforces you as a credible resource in the building services industry.

Newsletters make good handouts when you are pitching a new account. Since many
companies in the industry are so mom-and-pop they don’t bother with one, it is an
inexpensive way to differentiate yourself from others. Also be sure to post your
newsletter on your website, as a way to keep your site fresh and to show people you
are proactive about your image and marketing. That’s a great place to ask people to
subscribe, too.

In terms of production and distribution, a newsletter should be professionally designed
whether you are emailing and/or printing. You don’t need Van Gogh to do your
newsletter, but you don’t want unprofessional.

Consider the idea of sharing the newsletter with a complementary company, as well. You
not only share the cost, but you get a chance to get a silent endorsement from the other
company who is presenting you to his/her clients (and vice versa).

For instance, if you provide general janitorial services, perhaps a specialist in window
cleaning or carpet cleaning may want to either share the newsletter with you—each
taking a side of the document. If that doesn’t interest the company, maybe they will at
least consider putting an ad in your newsletter to defray some of the expense for you,
while they get exposure to your recipients.

Now that we’ve talked about production, let’s talk about writing. For many people, this
is the “oh, no” part of newsletters. But, there are many options. Hire an intern. Ask your

employees who might like to write. Or consider a professional–a “ghost writer” who
will interview you and/or condense your information into a newsletter so all you have
to do is proof it, approve it, and pay the bills. For the average good writer, producing
the content for an 8.5 x 11 newsletter should not take them more than a couple hours and
then it’s off your plate for less than a couple hundred dollars.

With a summer slow-down almost here (for many of us, at least), take the time to look
at your 2011-2012 calendar, plan when your newsletter will be issued, if it’s email or
snail mail (or both depending upon the mix in your database). Now decide who is doing
what—whether you’re outsourcing all or parts, and give deadlines. With this off your
plate, you’ll be one step closer to more customers thanks to smart marketing.
Carolyn West-Price Touhey, owner of SmartBiz Strategy, loves to help businesses with
newsletters. She can be reached at 250-335-2342.