Advertising Tip - PRINT MEDIA

Newspaper Ads Not Working
Dear SAGE - I'm trying to start up mobile. I'm in a new town, so I don't know lots of people. How long do you think it'll take before I find customers? I have taken cards and flyers to two vets, put flyers up at the library, the coffee shop, taken my trailer to grocery store parking lots and left it, and I have an ad in the paper to run 4 weeks and we're on week 2. I got a few calls before and then the last 3 weeks have been horrible. No calls. What should I be doing to get more business?

I signed up to be in the phone book but that won't go out until the end of the year.
Signed - Client-less

Dear Client-less: I have tried print ads, Yellow pages, and radio ads. In my opinion, they are a waste of money. Word of mouth is where most clients come from, but it takes time for the "word" to get around.

The only ads that ever work for our salon are television. Check out your local cable network. We recently paid $15.00 for 30 second spots on Animal Planet based on a regional purchase. We took the Furminator video and had a great commercial created. Just think how many spots you could get on TV as compared to a "one time" ad in the paper!

Advertising has to be on going, but who can afford it, so you have to get as much free publicity as possible by doing the legwork yourself. Do it full time (unless you have to groom).

A business person needs to be a salesperson. You need to sell yourself and your service. You need to sell your customer into making their next appointment. We all need "Repeat" customers.

Turn your customers into "Preferred Customers" by giving them a 10% discount for booking their next appointment when they pay for their groom. This idea came "From Problems to Profits" so get a copy.

You need to “Network.” Selling yourself - not grooming services - is your most important job right now. Go to civic meetings and introduce yourself. Churches, Lions Clubs, Rotary Clubs, etc. Check out the newspaper and go to as many events as possible and park your truck there and mingle. Pass out your business card with a message on the back "10% Off to New Customers." (Of course increase your base price 10% first!)

You never stop selling until you are so booked that you have no more time to put into it. When I do a trade show, I do not just sit there and wait for someone to walk up to me and put money in my pocket. I get up and grab them out of the isle and show them my enthusiasm for my product. If I don't do it, then my sales manager does. We attract a crowd while other vendors are in their booths doing crossword puzzles!

It takes time to build a business. Remember your job now is to Sell Sell Sell. Your ability to hold on while building your business is what is most important. Hang in there and keep asking questions. Turn your gloom into groom by becoming a dynamic salesperson and get a plan you can work.