This post is sponsored by Staples. They are a great tech destination and have exclusive products for small business owners. Their goal is to make the holiday less stressful and provide more savings.
The five week shopping period from late November to December 26 is typically the “Super Bowl” for any small business that sells directly to consumers. It’s what every owner waits for every year. The Staples SBO Success survey shows that 63% of small business owners do something to get ready for the holiday season. They include: sending out holiday emails/letters (31%), give to charity (24%), give gifts to employees (22%) and provide discounts to customers/clients (19%). Ironically, what do most owners do to attract the customers for this high shopping season? Absolutely nothing. This is a problem because customers have a finite amount of money this time of year.
Here is what you can do specifically do to attract more customers this holiday season:
Give thanks. Starting with Thanksgiving, it’s a great time to pause and offer a thank you to your customers and vendors. This can be done in person, cards or online. Publicize how your company is giving back to the community. This will result in employees and vendors being more committed. In the age of the Internet, customers want to buy from authentic companies that care for their employees and local community.
Stock up (cautiously). This is a unique giving time of year and if a product is not in stock then it is likely customers will go elsewhere to purchase. The key is to have the right inventory based on past demand and future marketing without wasting valuable capital. Having too much inventory will put your cash in the wrong place where it can’t help generate more sales.
Promote “Door Busters” for Black Friday. Prepare for what will attract customers to your site or retail location. This can not only be price reduction on a limited number of popular items, but one time bundling of products and services that show added value. Do joint promotions with adjacent businesses. Have specific upsells and cross sells prepared for purchasing customers. Extend all of this through Cyber Monday. Look at Staples Copy & Print Center which often has deals for printing signs, banners and flyers.
Jump on the Small Business Saturday bandwagon. Several years ago, American Express did a huge favor for every small business owner and launched an advertising campaign declaring the Saturday after Thanksgiving “Small Business Saturday”. They have helpful promotion kits, free online ads and incentives both for small business owners and customers.
Get more help. Make sure that you can provide the same level of customer service during this busy time. Remember, it is when customers are stressed and provides a great opportunity to make a lasting impression for purchases next year. If additional people need to be hired, make sure they are trained and trustworthy.
Get social. Don’t promote products on social media sites, but instead offer advice consistent with your brand. Tell customer success stories on Facebook, Twitter and your company blog. Check out Staples LinkedIn Succeed Group for tips from small business experts and other small businesses.
Have a backup plan. What happens if your website goes down? What happens if it snows? What happens if employees get sick? Have a contingency plan for this time of year for even the craziest scenario.
What is your business doing to get ready for the Holiday season?
