Network Forum

Ok, this may have already been answered elsewhere, but here's my answer:

1.) Advertise, advertise, ADVERTISE
First and foremost is advertising. You can't sell products to people who do not know you exist. Advertising can vary from word-of-mouth (i.e. tell a friend who tells a friend) to commercials and having adspace on larger websites (i.e. facebook.com or walmart.com). Printing fliers to post around the neighborhood may seem inappropriate for a lingerie store, but there are options available for use.
One of the "unmentioned" rules of advertising is the more time and money you spend on advertising equals more potential customers. Depending on your budget, you may want to look into air-time on local radio stations or TV channels. One productive way to get your name out there is through Google's AdWords. When someone does a Google search or visits a webpage with an "ads by Google" bar on it, ads come up that relate to what he or she is looking to find. You then pay google a preset amount [usually a few cents depending on which words were used for the search (more common searches typically cost more)].
Also, one idea you may want to consider with advertising is repetitiveness. Repeat key information in your ads to help the customer remember it. [Everyone knows the phone number for Goldberg & Assoc. (800-600-6014) because they say it about 12 times throughout the 30 second commercial.] It's VERY annoying... but you remember it...
2.) Edge
Once you have the potential customer's attention, you need to have an edge over your competition. Your edge is almost as important as advertising. What is going to make someone want to buy YOUR products as opposed to your competitor's products? Quality products with a cheaper price may help or perhaps PROMO give-aways or discounts.
One thing I personally look for when I buy products online is where or not the website is professional and user friendly. I need confidence that I'm not getting scammed by giving some random person my credit card information and address. I actually bought something earlier today while online. I looked at 3 different websites. The first one I looked at was easy to navigate through the pages to find what I wanted, sales info right on the front page, and moderate prices. The second page had an easy-to-use site, but one thing that concerned me was the clearly labeled YouTube video of a woman reading from a cue card about the features of the products they sell and how fast they can process an order. I saw this as "cheap" in a way. The third site looked like it was put together in about 20 minute with no thought of a color scheme for the pages and the information was pretty dull and dry. I obviously when back to the first site to make my purchase.
3.) Retention
When your products have that competitive edge and the customer is happy, it is important to keep customer relations. If your customer feels that you are a friend, not only will he or she be more likely to become a repeat customer, he or she is more likely to tell a friend about the great deals you have. Or "Look at my beautiful [item]! Yeah, I bought it from [your website]. They have a nice [other item] that would look great on you! You should check it out!" Repeat customers can almost guarantee the success of your business.
Make sure your previous customers feel important. If you can, send them newsletters about new items or sales. Also give them good deals as repeat customers (i.e. 10% off your next purchase). For VIP customers, send them "Thank you" letters. Remember: Handwritten letters always have a more personal feel to it. If you have bad handwriting or don't have the time, try a typed letter with a personal signature using the customer's name or company within the letter.
More information is available if you look around for it. Some colleges offer quick advertising seminars. Information is ALWAYS available on the internet. Also, your local library should have books that can help you out.

Last edited by Msay (2009-10-17 18:48:11)