FLEABUSINESS ... being small can offer an advantage!

FLEABUSINESS

Big businesses can dominate markets with low prices, large product ranges and mass marketing. But small firms can have the edge when it comes to quality, service and exclusivity.

Being small does not have to be a barrier to success – in fact; it can be a positive strength. Large organisations may seem to have many markets sewn up, but their one-size-fits-all approach to sales and marketing is not for everyone.

Stress your difference

Small businesses are at an advantage when it comes to finding and filling a niche. Differentiate your offering. This can be in terms of quality or product type, or offering something that isn’t available in the mass-market.

Take every opportunity to stress the benefits to your customers of buying from a small operation, and include the message on all of your marketing materials – even the packaging. Concentrate on quality and exclusivity.

Reinforcing your community ties is equally important. The green agenda is very important for customers. Locally-sourced products have less environmental impact, let consumers know if you are supporting the local community or being environmentally-friendly.

Quality service

Customer service is a vital selling point for small businesses, and an area where large manufacturers and retailers struggle to compete. If you buy something anonymously in a shop and it goes wrong, the feeling is that you’re not going to be able to do anything about it.

But if you buy from somebody local who you trust, you feel you can call them up and they’ll do something about it. Successful ­businesses tend to work intimately with their ­customers. Small firms can offer a friendly face, be trustworthy, flexible and approachable. You should focus on providing exceptional customer service.

This should include making a list of your ­regular customers and keeping them up to date with your products, services, offers, and news about the business. You could do this via notices around your premises, a newsletter that accompanies deliveries or your website. Make an effort to attend local events, such as markets, as well.

Expanding your customer base

Once you have established a strong presence in your local community, explore ways of breaking into larger markets. Don’t underestimate your online presence. Target it towards your local community, remember it can help you reach more customers. You can sell internationally; purely on the basis that it’s a local product you can trust.

This article was created on Monday, 23rd June 2008.

This is the 35th issue of Flea Magazine and the first dedicated to St Albans. Very soon we'll have a PDF version of the 'hard copy' magazine available in the space below. This being the very same flea you'll find circulating libraries, selected surgeries and community outlets in and around your city.

If you'd prefer to have your flea delivered, contact us today on freephone 0800 856 5686

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