There is a very good reason why we live in the land of the perpetual sale. If you run a shop or pub, then your primary goal is to create foot-fall. You know that once you have people inside your premises, the likelihood that they will spend money improves significantly (they can hardly spend any money with you if they do not visit). Similarly, whatever your business, the first step in the sales cycle is to create some interest that leads to some form of conversation. Special Offers and deals are a good way of arousing peoples’ interest and getting more conversations. More conversations means that you get the chance to understand the “pains” of more people and therefore you get to prescribe your products and services more often.

What Kind of Offer

You have to work out what kind of deal will work for you, both in terms of creating the desired effect and in terms of being affordable. Solicitors offering 2 for the price of one deals on conveyancing or offering a free divorce with a house transaction may not do so well. But there will be bundles and deals that will work for your business.

Some of the following list may prompt you to think of something that will work for you:

• No value, no fee – I use this one for some workshops and I have always been paid;

• Half price wills with conveyancing;

• Sign up for 12 months and get 40% discount;

• Half-price initial consultation;

• Buy one, get one free (sorry, had to include that one!!);

• Free site survey / MOT / inspection

Now Tell People

You know who you are targeting with your business. You have to find the most effective means to let them know about your deal. It is no use whatever advertising in a publication that is sent to house-holds only if your target customers are businesses. Look at the costs and the number of people that you will reach with each method and weigh up the options. Then start – but measure the results. Make sure you put a time limit on the initial offer:

• If you are overwhelmed you have an exit plan;

• If response is poor, you can try something else.

Persistence Pays

If your offer or deal is good value for your target customer and you get the message to people consistently and persistently, you will see results. Doing one leaflet drop to the wrong kind of business and then going off to sulk is not going to work. Think in terms of a campaign:

• Leaflet drops

• Telephone Calls

• Direct mail

• Email broadcast

• Telephone Calls

Still Struggling

If you get professional help with your direct marketing campaigns, you will get a return. But – be very careful to use somebody who is recommended to you by people who have used their services.

This was a guest post by Paul Fileman of SPS who are a national team of proven senior management professionals, passionate about working to help businesses achieve their next level of development and performance. Whether they are facing market changes, financial problems, people/skills issues, or are preparing a major project, they offer dedicated support from a multi-disciplined team of experts.

Free updates:
If you enjoyed this post and would like to be kept updated on future posts, then please click here to get updates by Email. Alternately you can follow the updates the Business Opportunities And Ideas Facebook page or follow me on Twitter.