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Niche Markets: The Key to Success

Small business owners and direct sellers are lucky in that they have a major advantage over large corporate businesses: small businesses don’t have to be all things to all people. In a big business’s effort to reach a very large audience, there are several groups of people whose needs are being left unmet. This is where you come in; by defining and marketing to your niche, you will be able to focus on those needs and build a successful business.

Evaluate your products/services for unique qualities. Consider something you already offer to market in an original way, or create a new product or service completely based on something you already have. For example, if your business sells cookware, consider marketing a few pieces together with some recipes aimed at busy adults who need a “one-pot meal” for quick prep and easy clean-up. Something like this might appeal to both working and stay-at-home moms because both would benefit from such a convenience.
Do some target marketing. Marketing to your niche may require some education, especially with unique products and services. Some may not even know that such a niche exists or that they might have a need for it. Focus your marketing efforts on educating potential consumers about the product or service in general, and then demonstrate how you can meet that need. Some examples to get you started can be found here.
Set clear objectives. What do you hope to achieve in your business by creating a niche market? You may want to expand your customer base, increase your network, cut your marketing costs, or raise your profits. Make sure your goal is concrete and your efforts directing toward achieving it.
Test-market and size up the competition. You will need to know how you stack up against any potential competitors. In order to assess your competition, collect and analyze some of their products/services, brochures, print ads, websites, social media pages, etc. You should be comparing elements such as pricing, marketing strategy, and customer service.
Speak the right language. As with any type of marketing, niche marketing requires you to speak a common language with potential customers. Going back to the cookware example, when targeting that working mom, you are going to appeal to her needs by using words and ideas she can relate to. These words and ideas will be somewhat different from those used to appeal to the stay-at-home mom. For example, you might paint a picture for the working mom of what her typical day is like and how your product will make it easier; the full-time mom will have a very different mental picture, even though the product and need are the same.

Being able to focus your business efforts on niche markets, you will be able to reduce your overhead costs and acquire a new customer and networking base. How have you used niche markets to build your business? Please share your strategies and ideas below!

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Habits to Build Your Business

Think about something positive you do during the course of any given day that would be considered habitual. Jogging every morning before work? Checking in on a loved one with a phone call? Reading at least a few pages a day of a new novel? Chances are you have established some good habits throughout your life that enrich you in some way. Building a successful business also requires good habits. How many on the following list are part of your business protocol?

Set goals. This tip includes both short term and long term goals for your business. Maybe a short-term goal would be to update and enhance your website. What can you do each day to achieve it? A long-term goal might be to expand your overall online presence by year’s end. What can be done each month to reach it?
Define success. Success is measured differently by everyone, so take some time to reflect upon what is important enough that represents success to you. For some, it might be a dollar amount; for others, the flexibility to make one’s own hours. Your definition of success may change throughout your time as an entrepreneur, but having a concrete idea of what it actually is will keep you motivated and on task.
Prioritize. It can be tempting to try completing everything that needs to be done all at once. However, this is unrealistic. Owning a business requires stamina, and without pacing yourself, burnout is bound to happen. Prioritize your tasks and reassess your list regularly.
Organize. Disorganization can literally cost your money. If you need to bring order into your office, do so immediately. If you are already sufficiently organized, establish habits that will encourage you to stay that way. Small business ownership is a sort of juggling act, one in which chaos and clutter have no place.
Personalize. The one huge advantage small businesses have over corporate giants is customer relationships. Assess the relationships you have with your customers and the service you provide them. How can they be improved? What can you offer that goes above and beyond? Word of mouth is a powerful thing, and being a poster-child for exceptional customer service will benefit your business in a multitude of ways.
Identify the bad habits. The creation of good habits must come from the replacement of bad ones. Figure out what you are perpetually doing that is ineffective for your business, and come up with a way to replace those things with good habits. For example, do you procrastinate when following up with customers? Replace this bad habit by dedicating a set window of time every day or week to exclusively contact your customers that need a follow-up. Stick with this plan consistently, and before you know it, it will be second nature for you to stay on top of customer service.
Change one thing at a time. As with anything new, it takes time to make the behavior habitual. Do not try to change your whole work life in one fell swoop. Choose one element on which to focus, and perfect that first before moving on to the next. This will facilitate consistency and long-term maintenance of those good habits.

What habits do you practice that contribute to building a successful business? Please share with us in the comments below!

Free e-book “Business Owner’s Road Map to Success.” It has over 50 pages of techniques for everything a small business owner needs to master, from business planning and ethical selling to a success mindset. It’s all there and it’s free for you. To get it, just “Like” our Facebook Page here: http://on.fb.me/KsIN6P Pass it on!

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DSEF & CBBB: Don’t Forget the Credit Card Convenience Fee When Charging Taxes

Today’s highlighted blog post from the Council on Better Business Bureaus (CBBB):

Don’t Forget the Credit Card Convenience Fee When Charging Taxes

BY VERONICA BROWN

If you plan to charge your income taxes to your credit card, remember to factor in the convenience fee, says lifehacker.

Many people often find that they actually owe the government money and will choose to charge it to their credit card. A convenience fee will be added, and it can add up. For instance, a fee of $9.40 will be added to a $400 tax bill, while $117.50 will be charged to a $5,000 tax bill. In addition, if the fee is not paid within the credit card issuer’s grace period, interest will be charged as well.

On the bright side, the IRS does have an installment-payment plan (which requires qualification).

To read the full article, visit http://lifehacker.com/5887248/what-to-know-if-youre-planning-on-charging-your-taxes-on-your-credit-card

DSEF and Council on Better Business Bureaus (CBBB) fosters honest and responsive relationships between businesses and consumers—instilling consumer confidence and advancing a trustworthy marketplace for all.

About the Better Business Bureaus
As the leader in advancing marketplace trust, Better Business Bureau is an unbiased non-profit organization that sets and upholds high standards for fair and honest business behavior. Every year, more than 87 million consumers rely on BBB Business Reviews® and BBB Wise Giving Reports® to help them find trustworthy businesses and charities across North America. Visitwww.bbb.org/us for more information.

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Tips to Stay Up on Your Accounting

With that nasty tax deadline creeping up on us all, it’s time to assess the way you handle accounting for your business. Whether you’re a master of bookkeeping or a filler of hastily labeled shoeboxes, there are several resources available to you and lots of different ways to make accounting a manageable task that will keep your money in your pocket where it belongs.

Create a system to make your own. Categorizing and organizing receipts, bills, and other accounting documents can be overwhelming to say the least. Some keep alphabetical files, some keep files by month and year, and others keep files by kind (mileage, supplies, travel, etc.). There is no one right answer except that you need to choose or create one that will be most efficient for your business. For example, a direct seller of jewelry whose business consists mostly of home parties would be best suited by organizing her files by kind as the bills get paid and receipts come in. This way, all she has to do come tax season is to add up what is in the files to complete the IRS tax form. Bottom line: design a system of organization tailored to your business’s needs.
Track EVERYTHING. Every expense and every penny of income must be logged in some way. Even though chances are slim that you would be audited, make sure that everything is documented in case you are. Tip: Back up your data. Many banks keep online statements for 18 months, but the IRS can audit you going back three years (up to six if a major error is found). Consider scanning any documents of which you don’t have electronic copies.
Go digital. For those who want to de-clutter and are looking to deal with less paper, there are many websites that can help you do just that. Shoeboxed, for example, allows you to scan, upload, or mail in documents. Scanning can be done from a printer or from a mobile phone. From here, they will extract the data and categorize it into your own online account. Similarly, The Neat Company allows you to transform documents into a sort of digital filing cabinet. Services like these can be especially valuable for those who do business on the go.
Be a regular. You should have a regular frequency with which you handle your accounting. Twice a month works for most small businesses, but this would be another thing to assess based on your own needs. Choose and stick to a time when you are going to sit down and pay your bills; integrate that time into your regular schedule. The more regularly you address this area of your business, the more manageable and less time-consuming it will become. As an added bonus, you can catch any errors before they accumulate and cause major damage.

Keeping track of your accounting as you go is the most efficient way to stay on top of all the paperwork. Not having any system in place will result in inaccuracies that will cost you hard earned cash. How do you stay on top of your accounting? Please share with us in the comments section!

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Direct Selling & the National Economy

Direct Selling & the National Economy

By Amy Robinson

In a recent edition of DSA’s weekly publication, InTouch, a number of executives from some of the top companies in the direct sales channel weighed in with their insights and expectations for direct selling in 2012.

It comes as little surprise that each executive expressed great excitement and optimism for what lies ahead in direct selling. Our industry offers an incredible opportunity to men and women of all ages, races and educational backgrounds. Our companies and their distributors participate in countless philanthropic efforts at home and abroad, and many of our companies have received recognition for taking the lead in eco-friendly and environmental awareness initiatives.

It’s easy to recognize how this industry positively impacts the lives of millions around the world, but in many cases that impact isn’t fully represented in the national or global economic picture.

To borrow words from AJ Deeds, President of DSA member Loving Works, LLC: “One of the most significant issues for direct selling companies is that the jobs we create aren’t counted in national employment statistics. One of the underlying barriers to direct sales is that we’re not often acknowledged as a major contributor or even seen as a real player in the economy, and that’s something that needs to change.”

I think it’s safe to say that most every man and woman who works in direct selling has probably pondered a similar thought at some point or another. With a clear focus by lawmakers on creating income opportunities (for example, the American Recovery and Reinvestment Act (2009), the Hiring Incentives to Restore Employment Act (2010), the Education Jobs Act (2010) and the Small Business Jobs Act (2010) – which created a $30 billion fund to provide capital to small banks in order to increase lending to small businesses, just to name a few) why hasn’t much attention been paid to the direct sales channel, which offers nearly 16 million people in the US alone a unique business opportunity and, for many, a much-needed source of income?

Direct selling provides countless college students with extra income to put towards education loan payments. It empowers stay-at-home parents to fulfill a lifelong dream of owning a business while balancing their family obligations. It motivates military spouses to own and operate a successful business even when military obligations require them to move frequently and often on short notice. It enables retirees to earn extra income, and many others the ability to support their families without the stresses of 9-to-5 life.

As AJ said himself: “While we have more success stories than can be counted, we are rarely considered for, much less invited to, the national leadership table. By bringing the stories of our industry forward in 2012 to a national stage, we, the direct sales channel, can represent part of the economic solution.”

It’s unfortunate that an industry that generates more than $28 billion for the U.S. economy each year through sales alone, not to mention other sources of economic impact, isn’t recognized for the potential it holds to solve at least a portion of our country’s unemployment situation. With that in mind, perhaps 2012 is the year where direct sellers everywhere can focus on spreading the word about the opportunities we offer to work toward recognition as an economic force that changes people’s lives.

Amy Robinson is the Direct Selling Association’s Chief Marketing Officer and Senior Vice President.

Blog / Teleseminar

DSEF & Money Wise Women: Using Social Media to Build Your Business

Today’s highlighted post from Money Wi$e Women Get Smart Teleseminar Series (Click here):

Using Social Media to Build Your Business

Do you understand social media and how to use it? Jennifer Fong will discuss the differences between social media for personal and business use, how to get started with social media, and social media tools to consider using for your business.

Jennifer Fong

Jennifer Fong is a social media speaker and consultant who teaches direct selling companies and individual direct sellers how to use social media effectively as a business building tool. A former direct sales company CEO, Jennifer built her company from the ground up, and understands what it takes to build, lead, and train a team, as well as the underlying principles of any direct selling business: network, sell, and recruit. She combines her expertise in direct sales with her passion for social media marketing to provide direct sellers with the knowledge they need to put social media to work for their businesses in a strategic and profitable way.

http://jenfongspeaks.com

DSEF proudly sponsors the free Money Wi$e Women Get Smart Teleseminar Series hosted by Marcia Brixey, Founder and President of Money Wise Women Educational Services and author ofThe Money Therapist: A Woman’s Guide to Creating a Healthy Financial Life. The series covers topics related to business and finances and provides women the opportunity to learn from professional experts in a safe, comfortable environment.

To find out about upcoming teleseminars, visit http://www.moneywisewomengetsmart.com/

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How To Offer Incentives Without Cutting Your Price

Offering incentives in small business can be a bit of a challenge, but it can also benefit you in terms of customer relations, customer retention, and of course sales. However, it can be risky to base all of your incentives on price cuts, so consider some alternatives when creating them.

Tokens/Tickets/Vouchers – One cupcake shop in Columbia, South Carolina created a special incentive to attract customers on last fall’s Small Business Saturday movement. For every dozen cupcakes purchased at regular price, the customer would receive four tokens, one each good for a free cupcake. To sweeten the deal (pun intended), the owner allowed the tokens to be redeemed right then and there if the customer wanted. This was a brilliant idea, because most businesses, big and small, make customers wait until a future visit to redeem such an incentive, and often with an expiration date that creeps up sooner rather than later. Using tokens, tickets, or vouchers and rewarding your customers on the spot shows your appreciation for their patronage.
Loyalty Programs – A great deal of businesses have some form of a loyalty program in place for frequent shoppers, but take this idea to the next level by offering your customers something really special. For example, the children’s clothing giant, Carters, gives each customer a card that gets a stamp for every $20 spent. After 5 stamps, a 10% discount is applied to the next purchase. This is pretty standard, but you can use this idea to your advantage. Instead of a discount, you could offer a special shopping day where he or she would have exclusive access to new products before they’re made available to the general public.
Individualized Product or Service – Based on a customer’s purchase history, you could offer a product/service that he or she would be particularly interested in. For example, say a customer regularly buys a certain type of hair product from your cosmetics business. Because you know what this person wants and needs, you could offer a free consultation for a new hairstyle, color, or shampoo and conditioning treatment. Providing individualized service to your customers improves relationships and gives them more reasons to come back.
Free Gift With Purchase – This really works well when you can purchase items at wholesale that have a higher perceived value. Additionally, you can promote a higher-priced item by offering a free gift with it. For example, select a product or service that you want to interest your customers with; if they buy it, they could also get a free custom-printed t-shirt designed by a local artist, or a free canvas tote bag with your logo printed across the front. The benefits here are two-fold: the higher price you can charge for the item will help offset the cost of your free gift, and you are also advertising your brand by distributing your merchandise to your customers.

By thinking outside the box, there are endless possibilities to the incentives that one could offer. What are some of your ideas for non-price related incentives? Please share them in the comments section below!

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Target Marketing For Small Business

With so many different marketing methods being used in business these days, it can be overwhelming to decide which is right for you. One should consider the use of target marketing, which is dividing your market into specific groups and concentrating on just one or a few important components. For example, a pet grooming business specializing in grooming show dogs could implement a direct mail campaign (snail or electronic) that reaches only particular dog owners rather than advertising in a newspaper that would reach a much larger market. The first step is to define your target market; then you can develop strategies to advertise your business directly to them.

Defining your target market, or “niche”

Decide why a person would make a purchase from you. People usually buy something for at least one of three reasons: to solve a problem, to meet a basic need, or to make themselves feel good. Sorting your target market into one of these categories will help you narrow your focus to a smaller group.
Consider the demographics of those who could use your product or service. This information includes age, gender, income, education, marital and family status, and ethnic and/or religious background. You’ll be able to invest your marketing dollars more wisely if the information you gather about your target customer is specific.
Consider the psychographics including lifestyle, social class, activities, and attitudes/beliefs. This additional information should allow you to form a picture of what the ideal prospect would be like. From there, you can figure out where they would be exposed to different types of advertising.
When creating a target market, or micro-niche, you should make sure that it is small enough that you can be a competitive force, but not so small that there isn’t enough money to be made. For example, Amazon has pretty much cornered the market on the online sale of books, DVDs, and digital media, so trying to compete with them would be futile. Similarly, construction of birdcage perches exclusively out of recycled material is too specific and would appeal to such a small number of people.

Examples of target marketing

A direct seller for a higher-end jewelry company knows that her customers are mostly women in their 30s-40s who like a well-polished look that includes a versatile wardrobe, a contemporary hairstyle, and manicured nails. Advertising to this target market can be done via fashion blogs, hair and nail salons, and local clothing boutiques.
A small business that offers in-home photography sessions knows that its target market is parents of newborns wanting professional pictures without the hassle of going to a studio. This demographic can be reached via parenting magazines and websites.
A pastry shop that specializes in custom-made freshly-baked desserts knows that its target market is mostly made up of local business owners and private party planners. Reaching this group can be done via vendor fairs and event hosting expos.

The key to target marketing is deciding who that small group is and then finding the best approach to reaching them. Don’t be afraid to ask questions of your current and past clients to get to the information you need. You will save money budgeted for marketing as well as being able to build your business based on those who have the greatest interest in your product or service. How have you defined and reached your target market? Share your ideas in the comments section below!

Blog / Teleseminar

DSEF & Money Wise Women: Learn to Say No: Adding Pause, Reflection and Focus to Your Life

Today’s highlighted post from Money Wi$e Women Get Smart Teleseminar Series (Click here):

Learn to Say No: Adding Pause, Reflection and Focus to Your Life

Women too often respond ‘yes’ or ‘no’ to demands by checking whether their calendar is free. Women need to start checking with their own goals to see if the request fits in.” — Jackie Farley, Ceo, CenterPoint. This applies to everyone — men and women. Our lives have taken on the speed of technology, amazingly unlimited opportunity, and “too muchness!” It’s time to step back and put life back into our lives. That includes pause, reflection and focus. Learn to make conscious choices to say no when necessary. Learn three tools to help you figure out what to say no to and how to actually say no. Here’s how.

Kathie Hightower

Kathie Hightower is an international speaker, author and writer working from her home office at the Oregon Coast. Author of Simple Joys: Little Things That Make a BIG Difference, the Jump Into Life Workbook, and frequent contributor to publications worldwide, Kathie does intensive, ongoing research for her writing and her seminars. Her focus is helping people pump up their energy, creativity and joy in life. A speaker and writer since 1990, Kathie has spoken to corporate, wellness, and military groups all over the United States, Europe, Japan and Korea. Kathie is also co-author of Help! I’m a Military Spouse —I Get a Life Too! soon to come out in a third edition. She has other books and a novel in the works.
www.jumpintolife.net
www.militaryspouse.com

To find out about upcoming teleseminars, visit http://www.moneywisewomengetsmart.com/

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Selling You

There is a significant difference between buying something and being “sold.” Your customers want to have confidence in not just the product or service, but the person representing it. For this reason, it is important to sell yourself effectively and open doors for new opportunities.

Be Yourself. As obvious as this may seem, it’s a pitfall of many people in the sales industry. Don’t try to do and say what you think the customer wants to see and hear; people are turned off by lack of sincerity. Identify your strengths and highlight them in your customer interactions. This will also make a relationship you build easier to maintain.
Make a great impression. The average consumer is bombarded by advertisements in their various forms all day long. What can you bring to the table that will impress your customers? Plan ahead what your objective is for that specific situation. This way you won’t have to rely on a generic sales pitch that may not relate to the circumstance or may not have any relevance for the person to whom you are selling.
Demonstrate good character. “Our character is what we do when we think no one is looking.” With this quotation in mind, conduct your business with integrity. If you promise something to a customer, make sure you can deliver. This also applies to the way you interact with customers; express a positive demeanor, practice good manners and common courtesies, and follow through on your end of the relationship.
Listen. Just as most people don’t want to be “sold,” they also don’t want to be talked at. Effective communication involves a great deal of give and take. You may have the perfect dialogue planned, but the conversation takes an unexpected turn. Listen to the customer’s concerns, questions, and information to be able to respond appropriately. It will be clear to the person that you are truly listening, which is will be greatly appreciated.
Dress and speak appropriately. This may vary greatly depending on your industry, but your personal appearance and conversational skills speak volumes to others about how you conduct business and the kind of person you are. Make sure that these things are positive reflections of yourself that will contribute to and benefit your business.
Educate and provide solutions. Customers may not even realize they have a need for your product or service, so demonstrate your expertise by educating them not just about your specific product, but about products like it in general. From there, you will able to highlight why your product would best suit the customers’ needs. Additionally, you should be able to accurately answer any questions the customer has about your product, your business, or you. By focusing on the customer, you are essentially selling yourself as a person who can enrich his or her life in some way.

Selling yourself is about showing who you truly are and conducting yourself with a good balance of confidence and humility. What tips do you have for “selling you”? Please share them with us below!