The advantages of running a small business
If you run a small business it doesn’t mean that your size should be a barrier to your success. Being small can prove to be an advantage and although big businesses might seem to have the lion’s share of many markets, their blanket coverage approach to marketing and sales isn’t necessarily right for all customers.
Small businesses are often disheartened by their size but being small should be seen as a positive signal to your customers that you’ll offer quality, great service and exclusivity. It’s worth remembering that when consumers think about small manufacturers they are likely to associate them with good quality alongside a feeling of community combined with product accountability.
Highlight your small business USP
So what are the best ways to make your small size work to your advantage? You should begin by finding and then filling a niche in your local market: whether you differentiate your offering in terms of quality or type of product, you can offer something that big businesses can’t.
Being a small business could be your unique selling point (USP) so never miss an opportunity to tell your customers about the benefits of buying from a small business such as yours and include the same message in all your marketing materials – from your website through to your product packaging. Always put the emphasis on the quality and exclusivity of your products by including appropriate wording such as ‘handmade’, ‘bespoke’ or ‘family run.’
Remember that the environment is very important to customers these days and many shoppers are attracted by the low environmental impact of locally sourced products. Don’t forget to let your customers know how you support and work with the local community or how environmentally-friendly your business is.
Is your customer service up to scratch?
Fantastic customer service is a very important selling point for small businesses because it is an area where big manufacturers tend to let themselves down. Consumers tend to feel that by buying something locally from someone they know and trust; if something goes wrong it’ll be far easier to sort out. Small firms are more likely to be seen as a friendly face and many successful small businesses work very closely with their customers to build a strong relationship. Your approach to customer service should be trustworthy, friendly and approachable at all times.
Making a list of your regular, loyal customers is a good idea; once you have this list, you should use it to keep in touch with them by sending them details of new products, your services, special offers and any news about your business. Keeping in touch can be done in a range of ways; from a newsletter to be included with deliveries or via your website.
From small acorns…
Establishing a strong local presence can be used as springboard to help you break through into larger regional or national markets. This where your online presence can come in: make sure it’s targeted towards your local community but don’t forget that it can also be used to help you reach customers who are further afield. Many, many successful businesses start by selling locally before eventually reaching international markets, simply on the basis that they sell a locally made, high-quality product that can be trusted.
