Business growth tips for SMB from author Eric Gilboord

10 Rules For Thinking Outside The Box

1. There Are No Rules. There are lessons to be learned but no rules. It would be counterproductive to insert rules into a free thinking format. So no bad ideas, no ‘we can’t or don’t do that here’ and no negativity.

2. Talk To Strangers. Ask someone you’ve never approached before for his or her opinion. Ask them why.

3. Find The User. Talk to the user, not just to the purchaser. Maybe the person in shipping really needs your service but doesn’t know you exist. Your marketing efforts have been directed to the front office and they didn’t think the shipper
needed your service. How many lost sales are waiting to be found?

4. Educate A Novice. Show your new marketing piece to someone who knows nothing about you. If you can educate this person and they see its benefits, then you have a chance at actually reaching the target group with your message.

5. Why Shouldn’t They Buy? Write an ad filled with the reasons why people should not buy your product or service. Maybe some prospects are thinking about it the same way.

6. Imagine That Your Company Is An Animal. Would it be fast like a cheetah, strong like an ox, or smart like a dolphin? Another exercise is to imagine that your company is a vehicle. Is it possible your customers perceive you to be expensive like a Rolls Royce and only use you when they have to? In your mind, you’re strong and functional like a new pickup truck.

7. Look Different. You might want to begin portraying your company in a different way with your marketing materials. For example, you might give the impression of being an expensive resource if your brochures contain six colours and are printed on expensive paper (you could afford expensive brochures because your brother-in-law is a printer) and if you give your customers elaborate Christmas gifts.

8. Perception Is Reality. Small businesses often undersell themselves with cheap-looking brochures and ads that look out of date and unfocussed. People only know what they see and if they believe you to be something, then that’s what you are. It is your job to plant the correct image of your business in the minds of your customers and new prospects.

9. Ask Your Existing Customers. Ask your existing customers how they perceive you. You might be surprised by some of the answers you get.

10. Ask The Ones That Got Away. Talk to prospects that you have not been able to land. You might discover that their perception of you has kept them from giving you that first order.