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How to create a marketing plan for your small business - build a brand, target customers and set prices that will maximise sales.

The internet has transformed business marketing. No matter what you do, the internet is likely to be at the heart of your marketing strategy.

Social media is firmly established as a marketing tool. Having a presence opens up new lines of communication with existing and potential customers.

Good advertising puts the right marketing message in front of the right people at the right time, raising awareness of your business.

Customer care is at the heart of all successful companies. It can help you develop customer loyalty and improve relationships with your customers.

Sales bring in the money that enables your business to survive and grow. Your sales strategy will be driven by your sales objectives.

Market research exists to guide your business decisions by giving you insight into your market, competitors, products, marketing and your customers.

Exhibitions and events are valuable for businesses because they allow face-to-face communication and offer opportunities for networking.

Preparing your sales pitch - checklist

Selling can be intimidating, but our useful checklist will help you prepare a sales pitch that will help you persuade the customer, overcome objections and close the sale

  • Find out which services or products the customer is interested in.
  • Establish your objectives. Do you want to make a sale now, or create initial interest to justify a later presentation to the decision-maker?
  • Clarify what style and length of meeting the customer wants: for example, a full presentation, a product demonstration or a short introduction to your products or service followed by a discussion.
  • Establish the key message you want the customer to take away from your presentation - the main benefit that makes your offering attractive to the customer.
  • Establish a few key points that support this message; relate your points to the customer's needs and interests.
  • Prepare a logical argument that will convince the customer to take action: for example, book a follow-up meeting or place an initial order.
  • Anticipate any objections or questions the customer might raise; decide whether to answer these during the presentation or just have answers ready.
  • Organise your material into self-contained sections that you will be able to expand or shorten in the presentation depending on the response.
  • Prepare an introduction and conclusion to introduce the key points at the start of the presentation and to reinforce them at the end.
  • Collate any facts and evidence to support your argument: for example, product samples, brochures or customer testimonials. Make sure your samples work.
  • Prepare a first draft and read it aloud, leave it overnight and then revise it.
  • Identify and prepare any simple, relevant visual aids that will reinforce or clarify your points: for example, technical specifications, product images, PowerPoint presentations or video demonstrations showing the item in use.
  • Transfer the key points of your presentation to cards or a summary sheet and note where any visual aids will be used.
  • Rehearse your presentation until you are satisfied; consider asking colleagues for feedback or recording yourself and watching it back to identify areas that need clarifying or tightening up.
  • Identify how you will close the meeting; agree follow-up actions or ask for the sale.

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