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More Leads = More Customers? Think Again.

I am often reminded of getting back to basics to build revenues and profits in business. But none more so than when I am confronted with a business owner who shows me they need more new customers. If you really want to grow your business and you really want to do it fast, then take a look at grasping these few simple ideas.

You are already getting people contacting you, coming in, emailing you and so on. Your people are already messing up and not selling to anywhere near enough of these potential customers. Want to know just how bad it is, ask one of your friends to call your business and try to buy, just wait and see how they go.

Almost every business owner I meet believes that they are selling to the majority of prospects they come into contact with. Well, put bluntly, you are not. How do I know? After doing this exercise with hundreds of business owners, I have only twice been proven wrong.

For the next two weeks keep a record of every phone call, every email enquiry, every walk in every single prospective buyer that contacts your business. Ask every single one of them how they found out about your business and keep a record of it. Was it referral, direct search etc.? Then, at the end of the two weeks see how many of them have bought from you. If you think you are at about 6 or 7 out of 10, it will be about 3 or 4 out of 10. I have seen this with so many companies, even restaurants who think they get everybody, then measure the people that call versus the people that book, and the people that read the menu out front versus those who actually come in.

Your Conversion Rate is a massive opportunity. If it is lower than say 50%, then we’ve got to get to work!

First, you’ve got to start measuring it every day. That focus alone will get it up to 10% higher than it is right now.

Add to that, here’s another 11 ways to boost your conversion rate right now, this week:

Get your salesperson with the best conversion rate to train everybody else for a day or two.
Script your sales process. Use a lot of questions in the script (it’s NOT a sales pitch) and learn from what the best sales people are doing.
Break your sales process down into each and every critical step and work on one step at a time.
Measure your conversion from one step to the next and work on improving each step by just 10% more than it was.
Work on the letters, brochures and other written or audio and video material you use during each step of the sales process.
Use my magic question for phone selling, “Thanks for your call, just so I can help you best would it be OK if I asked you a couple of questions?
Run a competition among your sales people for a week or two around the one area you need to see the most improvement in, then learn from the new ways they start doing things.
Learn the critical buying step in your sale, for example in female fashion stores, it’s trying the clothes on, with it you have more than a 50% chance at making a sale, without it, less than 10%.
Follow up and follow through, too many sales are lost by salespeople who can’t be bothered to follow up again and again and again at least 7 times.
Make an offer that is either limited or a bonus offer or something to get customers to act now and to give sales people some ammunition
Just plain ask people to buy, usually in sales training the one biggest reason sales people are not getting the sale is that they don’t ask for it.

Stay focused on your conversion rate for 3 months and watch the dramatic effect it has on your bottom line.

Once you’ve got it right, or at least much better than it is today, then and only then is it time to go to work getting more potential customers and investing more money into your marketing and fixing the marketing you are doing now.

Leave a commentBusiness Tips, Sales, Small businessesadvice, business owner, Conversion Rate, measure, phone selling, profit, revenue, sales process, small business, tips

How To Make Your Business Cards Stand Out

A Guide From Graphic Designer Tania Taber

Business cards are a great marketing opportunity. If you haven’t got one to give out to prospective clients, you will be missing out on potential business.

To save money, a lot of companies go to one of those online print companies and get a card churned out – you know the sort of thing – perhaps a bit of that infamous typeface “comic sans” and a cheeky cartoon or a bland clip art image – these are usually a disappointment in terms of the look and feel of the card and the general design, creating a not-so-professional image. And of course, others may use the same image as is on your card so it’s not unique to you. There are several business cards I have come across supplied by an online printers using the very same stylised illustration of animals for their business – one was for an animal acupuncturist and the other for a dog walking business. This is very confusing!

So, it’s important to get it right. It needs to stand out against the many competitors in your marketplace. You will be handing these cards out to people you meet and they will take a very quick look and then put it in their purse or wallet. So you have to grab their attention in a few seconds and this will ensure they remember you and your business.

The first thing worth mentioning is to make sure everything is spelt correctly and the information is spot-on. It may seem silly to mention this, but you’d be surprised what gets through. If there are any spelling errors, it will give the impression that your business is unprofessional and not up to the job.

You need to make sure that nothing wanders off the edge of the card so make sure you keep all written informationÂ 5mm from the edge. Any images used need to be of high quality – the higher the resolution, the better. Typography also needs to be legible – 7.5pt is the minimum size – but not too big though, as there is limited space on the card.

Be careful not to overcrowd it with information too. A typical business card size is: 85mm x 55mm. Even though the space is limited, you can still get creative! The only things that need to be on the card are: Name, job title, address, telephone numbers, email address and website, and of course THE LOGO! There is no need for company registration numbers. There might be some room for a strap line though (think “Every Little Helps” by Tesco or “I’m lovin’ it” by McDonald’s). A strap line should be as succinct as possible, five words or less if possible, and should convey the essence of your brand.

To really make the business cards stand out you can use special finishes on it to make it more tactile and memorable. Things like a spot UV (a shiny bit!) or a metallic ink or perhaps a die-cut (a funny shape cut out of the card). Of course, this makes the printing more expensive but can more than make up for that by reaping the rewards in terms of new business afterwards. Or sometimes companies go one step further and have their cards made out of materials other than card. Be as creative as your imagination or your designer’s flair allows!

Choose fonts to match your logo – either a sans serif (like Helvetica) or a serif face (like Times Roman which have flourishes at the end of the strokes). Colours must also reflect your logo with black as a good colour choice for the type information so it’s as readable as possible.

So in summary, the business cards must reflect your business and what you are trying to convey – perhaps your business was established by a family member in centuries past – you may wish to convey this with a classic design indicating a company that can be relied on, that’s classic, that is traditional, that has stood the test of time, or a new company wanting to convey structure, modernity, simplicity or freshness. Let your imagination take you to the recesses of your mind and go create!

Leave a commentBranding, Business Tips, Design, Print, Small businessesbranding, business card, design, graphic design, small business

How To Organise Your Home Office

Hello – welcome back! Or if you’re new here – welcome, pull up a chair and stay for a while. We’re passionate about all things ‘small business’. We’ve talked on the blog previously about ideas on how to create your dream office but this week we’re focusing on the practical side of things. Keeping your home office space organised is by no means easy – especially when you’re busy running a business. Here are a few things we think are essential to an organised and efficient space.

Drawers
It goes without saying that all businesses and home offices have one thing in common: paperwork. Unfortunately, there isn’t a magic trick to making it organise itself but luckily there are plenty of storage systems available these days that make it look a lot more appealing. Filing cabinets still have their place, but there are tons of drawer based solutions available too. We’re loving the look of this one from Ikea.

Shelves
Shelves are also great places to store paperwork, as long as it’s organised in an attractive way. Although, if you’re unlikely to want to put things back in their designated spot on the shelf it’s better to opt for a closed system. A row of sleek magazine files can look great, and you can also keep any books, ornaments or memorabilia relating to your business on them too. Just try to keep it minimal – when it comes to shelves, less is often more otherwise they can become hotspots for piles of receipts!

Pin Board

A pin board above your desk is a great addition to your home office. Perfect for popping up day-to-day reminders, or you can also use it to pin inspirational images or quotes. It’s the perfect spot for anything that’s going to make you smile when you’re sending invoices at 9.30pm.

Bull Dog Clips

This may sound random but organising your wires helps keep your desktop clear. And a clear, organised desk is proven to help with productivity. We found this hack online and recently implemented it in our home – it totally works! No more scrabbling around trying to match the cable with the device – they’re all at the side of the desk ready to go.

Desk Life
All home offices will need a desk or clear surface which you can work from, and often you will need to keep a few items on hand. Pens, pencils, note books, tape measures (!) you get the idea! Why not add a couple of nicer items to your desktop to inspire you to keep it clean and tidy? A nice
lamp, or a nice coaster for your morning coffee all help to create a work space that feels intentional. We all want to spend as little time as possible at our desks, but whilst you’re there you may as well enjoy the view.

What are your tips for creating an organised home office? Any tips and tricks for those pesky but oh-so-necessary receipts? Comment below – we would love to hear from you!

Team LP

Leave a commentBusiness Tips, Office Designs, Small businesseshome office, ideas, inspiration, organisation, paper work, pin board

Home Office Inspiration

When we last talked about work space on the blog. We were day-dreaming about our ultimate Local Pages office. This week we’re looking at inspiration for that all important home office. Many of our clients are busy running their businesses during the day and then complete all the paperwork surrounding that business from home. Wouldn’t it be nice to have an inspiring and calming space to get productive in?
Monochrome Clean Lines
We love how super-sleek this space is. Monochrome mixed with the wooden floor creates a laid back, streamlined space to work in.

Creative Corner
Maybe you don’t have an entire room of your home to dedicate to a home office (we know the feeling!), you can still make a corner of the room feel put together and inspirational.

Light and Bright
Just look at all those windows surrounding the desk. Natural light in a work space is high on our home office lust list. And the plant too.

The Executive
Leather chair, dark panelling, bookshelves? Check, check, check. We love this modern take on executive chic.

Space for Two
Maybe you need a space for you and a partner to work side by side. An office for two is quite common these days as businesses become more open to working from home and more of us are taking the plunge and starting our own ventures.

What does your home office space look like? Are you tempted to put some effort into creating something different? We would love to hear from you – comment below!

Leave a commentBusiness Tips, Office Designs, Small businesseshome office, office design, office inspiration, small business

8 Essential Branding Tips For Small Businesses

If you think that branding is just something for big businesses with big budgets, think again. Branding is just as important for small businesses, maybe even more so. If you don’t have the budget to hire a big branding agency (and not many small businesses do) here are 8 simple steps you can take to keep your brand in check.

Remember – It’s not all about your logo

Your logo is important, but branding is about far more than just that. Your logo is a badge that will represent you to the world, it’ll help distinguish your business from your competitors and it may even help customers to understand what you do. But it’s just one small part of a much bigger picture and even the best logo won’t build a successful brand on its own.

Know what you stand for

What values and ideals are at the core of your business? What motivated you to start and what keeps you going? If you’re unsure of where you’re going and why your customers will be even less sure. Keep a list of at least three core values and make sure that any new products, services and marketing campaigns are true to them.

Know what value your business provides

Whatever type of business you run, one thing is guaranteed your customers are not interested in just buying your products or your services. What they’re interested in is results. It’s the real life benefits that your products can offer them that will really get them engaged. A lot of businesses make the mistake of focusing on the features of their products and wonder why they’re not getting results. By taking a step back and communicating the benefits they offer you can give customers a really compelling reason to part with their money.

Get inside your customers heads

Knowing your customers inside out is crucial. Forget about your taste and your preferences and focus on the people you’re trying to serve. Who are they? What are they looking for? What gets them excited? Keep your focus very narrow to start with; just think about your ideal customer.

Keep this profile in mind whenever you’re planning a new piece of marketing and build it just for them. This will really help to keep your message focused and effective.

Keep a close eye on the competition

Identify your closest competitors and make sure you check up on them regularly. Who are they targeting? How are they doing it? What messages are they putting out? Where are they falling short? By doing this you can stay ahead of the game and fill gaps that they’re leaving. Remember, they’re probably watching your every move too.

Find something unique to offer

Every business has something unique to offer, but many don’t take the time to identify it and use it to their advantage. Strong brands clearly stand out even in a crowded market. You might sell the same products as everyone else but that doesn’t mean you have to offer exactly the same service. If you’re struggling to find something that makes you stand out, go back to your customers, think about what they need and where your competitors might be falling short.

Be consistent

Whatever direction you choose to take your brand in, make sure you’re consistent about it. That means keeping an eye on every tiny detail from how your logo looks, to the colours and fonts you use right through to your website and the kind of language you use when you talk to your customers. All this will build up to give the impression of professional, credible and trustworthy business.

Keep it simple

We all lead busy lives and few people have the time to unravel complex messages. Simple, well thought out communication is more likely to get through and be remembered. This applies to your logo, your marketing material, your customer communications – even your business processes.

Leave a commentBranding, Design, Marketing, Small businessesbranding, marketing, small business, tips

Our Dream Office

Open Plan Office Ideas

For over 30 years we have lovingly called our converted Victorian house in Southville (Bristol) home to Local Pages. As a building it’s great, but lately our eyes have been wandering and we’ve been thinking about our dream office.

As you can imagine with a converted house, especially one of this era, the rooms are relatively small and we’re all located across two floors (and a rear extension!). We’re craving some open plan space where we can get creative, and gain some extra efficiency. We’re not talking about moving to our dream office tomorrow, but it’s OK to dream right? We thought it might be fun to share out Open Plan Office Lust List (trying saying that quickly!).

Industrial Vibes
Just look at all that SPACE! Brushed concrete floors, white walls, big windows = plenty of light, and big desks. Yes, please.

Green/Eco
We would like to be able to bring the outside in. A living wall would also help keep our air clean, naturally. We’re also loving those lighting pendants above the hot desk space.

A Pop of Colour
We would also want to introduce colour into our work space. Although ours would likely be Local Pages blue!

Texture
Too many white walls and industrial windows might be quite cold so we would also include lots of texture – we’re thinking cork boards and wood.

What does your dream office space look like? Have you already created it? Comment below – we’d love to hear from you.
Team LP

Leave a commentBlog, Office Designs, Small businessescreative solutions, eco design, office, office layout, open plan, workspace

How to Conduct a Job Interview

The Interview Checklist

The key to a well prepared and well structured job interview is to have a clear view of the skills, knowledge and ability demanded by the job. You then need to use the interview to gather evidence to demonstrate whether the candidates meet these requirements. Please prepare well for the job interview, using this small business checklist as a prompt.

Re-read the advert, job and person specification.
If you are not seeing all the candidates, ensure that your short listing decisions are based only on the requirement of the job.
If you are not seeing all the candidates, sift according to criteria that is tangible from a CV i.e. headcount managed previously; operational background; achievements etc. Don’t second guess what a candidate may or may not be like or may or not have done just because it’s not on their CV. 67% of candidates omit crucial.
Ensure that you have prepared some standard questions. If you wish to ask additional questions, ensure that they are based on the person specification requirements for the job. These questions should be asked of all candidates to enable you to determine the best match against the job requirement.
Re-read all the application forms, and highlight any points which you want individual candidates to clarify (e.g. further information on qualifications or experience).
Arrange a suitable job interview room and make sure that you have diverted any calls and interruptions.
Remember that the application forms are confidential documents and should only be circulated to those people involved in the recruitment process.
Once you have conducted the job interview, mark your decision on whether to employ. Ensure that this is based on factual information and not gut feeling.Â If you have decided to reject the candidate mark your reason where indicated on the back of the form.

Welcome The Job Interview Plan

Introduce yourself and any other interviewers
Put the candidate at ease
Explain the purpose of the interview
Outline the way the interview will be structured
Explain you will be taking notes

Ask

Information about the candidate that is related to the job
Use the criteria on the person specification
Identify points from the application form that need querying
Prepare questions in advance
Use open questions â€“ move from easy to more searching ones
Listen and probe
Find out what the candidate expects from the job
Explore the candidate’s motivations. Are these more to do with rewards (such as money or status) or with job satisfaction?

Supply

Information related to the job. Summarise the main points of the job, department and company.
Remember the interviewer should only do 20-30% of the talking

Notes

Note down key points and remember that candidates are able to ask for copies of all interview notes

Wrapping up

Ensure there is enough time for the candidate’s questions and respond fully and positively
Inform candidates when they can expect to hear from you

And finally, restrict your role to

Asking questions
Clarifying queries
Keeping the conversation flowing
Providing information
Reassuring the candidates

After the job interview

Assess the candidates by using interview notes, personal specification, test results and candidate comparison forms
Inform all candidates of the outcome of their interview.

Leave a commentBusiness Tips, Small businessesadvice, business owner, checklist, job interview, small business

Do small businesses need to get real about cyber security?

Katie Holland, Barclays Business Manager, examines the issue.

The prominence of the internet has changed the way companies of all sizes conduct their business. It has opened the doors for many SMEs to streamline their processes and generate additional opportunities in areas which previously might have appeared out of reach. However, it is not without some downsides, a major one being the growth in prominence of cyber crime.

Last summer a Government Security Breaches Survey found that nearly three quarters [74 per cent] of small organisations reported a security breach in the last year. This is a real concern, as is the variety and scale of the scams which are currently in the offing.

One example in early 2016 reports some cases of conveyancing fraud. In these instances criminals were said to have hacked into emails sent between solicitors and clients. The fraudsters, posing as the solicitor, then sent emails with instructions to transfer money from property transactions to a rogue account. The funds then disappeared.

As a lender it’s absolutely vital for Barclays to have a fraud prevention strategy in place. Plus a substantial, and active, fraud team alongside a raft of resources for individual and business borrowers. But, as a SME what more should you be doing?

The first prudent step is to ensure your business is fully protected, including the data in your possession. The lengths at which cyber criminals go to shouldn’t be underestimated.

SMEs could also be made aware that changes to any payment details attached to a transaction should be treated with suspicion. For example, if they are sent an encrypted email or asked for personal data by email, or anything that feels even remotely dubious, then they should pick up the phone and verify it directly with the party in question. The inclusion of cyber security and anti-malware protection will not only safeguard your business, but also provide an additional layer of protection for you, your customers and subsequently cement your long-term relationship with them.

Some of you may have seen Barclays latest advert which sees a seemingly trustworthy advisor asking for personal banking details whilst a voice in the background explains that his intentions are not genuine. The advert goes on to reveal a member of Barclays branch staff, who is a Premier Banking Manager, standing behind the fraudster and offering advice on how consumers can protect themselves.

This type of fraud is known as social engineering and it is the manipulation of situations and people that result in the targeted individuals divulging confidential information. It is one of the most prolific and effective means of gaining access to secure systems and obtaining sensitive information, yet requires minimal technical knowledge.

The advert is one way in which Barclays is raising awareness about these issues and we regularly host cyber crime events for SMEs locally most recently in Weston-Super-Mare.

From April 2016 Barclays will host a series of events specifically for businesses providing guidance on how they can protect themselves from cyber crime. For further information please speak to your Barclays Business Manager and more details about how to be cyber smart can be found here.

Leave a commentBusiness Tips, Small businessesadvice, business owner, cybersecurity, small business

5 Ways Business Continuity Plans Improve Profitability

As the manager of a business, no one understands or cares more about the success of your company. That’s why having business continuity in place should be a priority, not just because it’s best practice but because it’s good for your bottom line as well.

Last week was Business Continuity Awareness Week (16th and 20th May) and aimed to help businesses identify the potential returns on investment achievable from business continuity planning. As Information Technology (IT) is a key resource for many businesses this is a good time to review the IT Continuity element of your plans. The benefits of such a review is related to disaster recovery planning and future survival of the business; however it also includes potential increases in profitability through the identification of cost savings, efficiency gains and increased sales opportunities.

What is Business Continuity?

“..loosely defined as the capability of the organisation to continue delivery of products or services at acceptable predefined levels following a disruptive incident.”

(Source: ISO 22301:2012)

What are Disruptive Incidents?

Loss of Buildings or Utilities
Loss of access to Facilities, Equipment & Consumables
Loss of access to Information Communication Technology (ICT) Systems (Voice & Data)
Loss of access to Information and Data
Inability to source or access Emergency Finance
Loss of Partners, Suppliers and Supplies

This year alone, businesses have experienced disruption due to flooding, storms, fires, power cuts and cyber crime. Would your business be able to continue delivery of products or services at acceptable predefined levels following a disruptive incident? If you don’t yet have a plan to cover all eventualities your business is at risk and could benefit from a Business Continuity Plan.

Here are 5 ways that Business Continuity Plans Reduce Risk and Improve Profitability

1.Improve efficiency, develop systems for growth and use resources to increase revenue

Considering the effects of all potentially disruptive incidents relevant to your business and the risk they present involves reviewing business processes. This often reveals opportunities for cost savings and greater efficiencies.

A key area is in the use of new IT platforms and applications. Greater IT efficiencies means lower labour costs and better time management. Wouldn’t you prefer to spend more time with your clients and less time managing IT?

2. Become a more competitive supplier

Prepared businesses are more competitive to win contract awards and grow revenues.

If your business is part of a supply chain, or customers can choose between you and your competitors, you need to have a plan; one that will help you even if you don’t experience a disaster.

Government regulations or contractual obligations mean that to trade with certain time-critical Government functions, as well as supply chain driven industries such as the oil and gas sector and the manufacturing industry, having a tried and tested BCP is a must if you do not want to risk losing your customers and/or your license to operate.

Many organisations now require critical suppliers down the supply chain to have a BCP. So even if you’re a catering supplier, a construction company, a transport supplier or a cleaning company, you can be critical to your customers.

And BCPs are not just valuable to businesses whose customers are other businesses (B2B). Even consumers can be interested in your ability to continue providing products and services no matter what happens. Why not use the existence of your BCP to convince your customers that they are in good hands? This strategy can be applied to numerous sectors, in particular those where health and well-being are at stake, such as hospitality and catering, food suppliers, security providers and utilities.

3. Enhance your reputation and increase resilience

Having detailed plans in place for “the big bang” can also make a business stronger against the far more regular, minor mishaps of everyday life. Responsiveness to small incidents will improve exponentially, considering staff will have a stronger “what if” mind-set, making themselves and the company more resilient and enhancing your reputation.

4. Secure Investment or Funding

Those with a financial interest in a business such as investors and banks are also concerned about a business being sustainable and its ability to continue to operate should adverse events occur. A business continuity plan can help prove the resilience of your company.

5. Lower Your Insurance Premiums

In a recent survey amongst brokers and insurers by the British Insurance Brokers Association (BIBA), 83.3% of the respondents said they would either offer a discount or improvement of the terms of business interruption policies, if companies had a plan.

Leave a commentBusiness Tips, Small businessesadvice, business continuity, business continuity awareness week, business owner, profitability

Be The Boss You’d Want To Work For

Being a good boss matters

We know that most people working in the UK (at least 60% of employees) aren’t engaged with their work. That means they’re less productive and more likely to leave their job. It’s an expensive situation for employers, but being a good boss can be a good way to start fixing it. So how do you become the boss that you’d want to work for?

Research by Gallup has shown that 81% of people would work better without a manager and that managers are preventing people performing to their full potential. This has led some to say that we should just get rid of all bosses. Perhaps that’s not right for your company, but it does seem that managers are often only needed for small proportion of the time and the rest of the time they’re simply getting in the way.

So how can you be the boss that you’d want to work for? A boss that would provide you with what you need when you needed it and not get in your way.

What does a great boss do?

Whether you run the company or are in your first management role, you can be a great boss. In fact, why wait to get promoted? There are lots of opportunities in organisations to take the lead without having to wait until you’re in a role where you officially manage people.

We’re all individuals and we’ll all be different bosses. That’s OK, it’s the outcomes that matter and it’s important that you manage in a style that’s true to you. So think about it: who’s the best boss you’ve ever had, and why were they so great?

For most people a good boss does some (and ideally all) of the following:

Helps them achieve their goals
Gives them the freedom to work in a way that works for them
Gives them responsibility and supports them to take it
Is clear about what the company is trying to achieve
Is open and honest
Listens to them
Gives them credit when it goes right and helps them learn from their mistakes when it doesn’t
Tells them when they’re doing a great job (and also when they’re not)

It all sounds quite simple doesn’t it. But my experience is that many bosses become very different people in the workplace to the humans that they are outside. Something weird often happens to us when we take responsibility for managing other people. Now’s the time to bring you “the boss” and “the real you” closer together.

Make the change

I’m not suggesting it’s easy to change your behaviour, especially when you may have been doing the same things for some time. But you’re more likely to change what you do if you can see someone else demonstrating the behaviour that you want to copy. Seek them out. Watch what they do and how they do it. Then practice doing things differently and see what different results you get.

And whilst it can often be embarrassing to admit to our team that we don’t know everything and aren’t as great as we’d like to be at something (especially when that something is being a boss), by showing that you’re aware of your weaknesses and by asking for their feedback and support for your efforts to change, you’ll build a very different kind of relationship with the team which will start you on the way to being the boss that you’d want to work for.

Some say the way you tend to manage people reflects the way you were treated by your very first manager? What was your first boss like? And have you copied them?

Leave a commentBlog, Business Tips, Small businessesbusiness owner, employees, manager, small business, work environment