In tough times and even in bountiful times, we all understand the power of marketing. In fact the true advice is, in tough times, marketing is not an expense that should be cut. It is an area that deserves more spending and more attention. The reason for this is simply to grow the revenue side of the equation as we all strive for a new break even point and beyond.

Many marketing programs work; many can be suggested and tried. Some of these are very effective but honestly do take time. Sometimes, especially in tough times, a business can have the normal patience. Sometimes when a business is struggling, they don’t necessarily have the proper amount of time some marketing programs take. Sometimes a business needs a shot of revenue for a quicker than normal fix. In all of these circumstances a long drawn out marketing program and plan is not always the answer. Businesses are looking for something quicker, with more immediate results.

Given that scenario, here are 4 things that a business can do today to not only get an order but to get a new customer. Gaining a customer and gaining the business vs. just getting an order certainly is more important, especially when calculating the lifetime value of such an acquisition.

1. Call the local Chamber of Commerce. Sometimes an Area Business Association or other Civic organization will work. Ask to speak to the Executive Director, one board member and one committee head. For each on of these three, identify yourself and your company. State your objective as wanting to meet one person within the organization other than them to work together with; one person within the organization that may be able to help grow your business. Sometimes a good "power partner" can be identified, i.e. that business partner in a similar industry or service area, who shares clients much like yours. A good example of this for a printing company is a graphic design company or sign company. Another good example is an attorney and life insurance specialist.

2. Obtain a letter of recommendation from a customer in a geographical area. This can be a city, region or even an office building. Hand deliver this letter of recommendation with your own letter of introduction to all others in that area. "We’re already in your building and that’s good for you. We are doing business with ABC Company that is right in your area and can meet with you often, since we are always there…" Sometimes customers are more apt to do business with you when they know you are very accessible and always around. The endorsement from a current customer lends tremendous credibility to you as you strive to build the trust and confidence necessary to start doing business with a new customer.

3. Broadcast faxes and broadcast emails are effective. Some people don’t like them and will ask to be un-subscribed to such communication. Please respect these requests. It is just like a customer you are mailing to requesting to be removed from your mailing list. We all have them. It’s a fact of life however it can be an effective marketing too.

To the list, send a message offering a free special report or something free related to what you do. Information offered works well, is of value and can be produced easily by you. After all providing value to a customer is what you do anyway. Personally deliver the free report or information along with other information on your company’s capabilities and offerings. These are actually instant appointments and can be capitalized on instantly.

4. Call someone in an affiliated business and ask to share a prospect/customer/lead or list. Exchange one for one. Affiliated business are listed above under "Power Partners". It was once said that when two people exchange a dollar bill, they each have a dollar. When they exchange a friend, lead, list or customer, they each then have two friends, leads, lists or customers. You’d be surprised who will participate with you on this one.

As you can see these are instant strategies for gaining a customer. These have worked when businesses are in trouble, at the bottom of a sales cycle, want to fill new capacity or just generally want a boost in sales. Just like any other marketing program, it has to be targeted, worked and followed up upon. They should be a part of the plan but not the only part of a plan. Planning and organizing this program will yield a short term boost to your customer list and a rise in revenue. For other ways to gain customers or for some of those longer-medium term marketing programs for you and your business, please don’t hesitate to contact me at [email protected].