Whenever I talk with small business owners about their sales, I often hear the phrase, “I’ve got to get my name out there!” They believe that future sales depend on outside marketing tools that they are not currently using, like advertising.
In fact, they have assets within their own businesses which can become a rich source of new business! When we think of business assets we normally think of cash on hand, buildings, inventory, and accounts receivable. There is another kind of business asset, called “Hidden Marketing Assets,” that are often underperforming or being underutilized. If these assets can be optimized, exponential sales growth can happen very quickly…and without spending more money on advertising.
Let me give you an example of a hidden marketing asset being underutilized from a very recent experience with a prospect. I had an appointment with a manager of a manufacturing company. They make custom table tops for businesses, colleges and universities, and medical labs.
I asked him one of my favorite small business questions, “Why should I do business with you?” He said, “Frank, if I tell you that your custom table top will be on a UPS truck or FedEx truck on Friday, you can count on it…guaranteed!” I said, “That’s a strong marketing message.” He continued, “When you call us for any kind of service, a live person will answer the phone within 3 rings.” Again, this was a strong marketing message that was a real asset to his business.
Unfortunately, they were hidden marketing assets! Why? When I asked to see his brochures, his website, his communications, and his invoices, there was nothing about these assets on any of them! They were assets lying dormant! They were not communicated to prospective customers, current customers, or past customers.
Later today, in the LIVE – FREE – webinar presented by the Verizon Small Business Center (Wednesday, September 21, at 2:00 p.m. ET), I will help you to uncover those marketing assets in your business, which may be lying right before your very eyes.
Once discovered, they can be turned into powerful drivers for building a sustainable business.
Editor’s note: If you can join today’s webinar with Frank Swiatek at 2 p.m. ET, please do as you’ll get the chance to ask him a question about your business and win a free (signed) copy of his book. If you can’t join this live webinar, the replay will be available at http://www.brighttalk.com/channel/6255.
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