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Successful Sales and Marketing for Family Businesses

Sep 4, 2008
If you have a family owned and operated business, you probably already know that the bigger companies have plenty of advantages over you. However, what about the advantages you possess over them? There are lots of ways that you as a small, family owned business can get the edge over your competition every day. One way you can do this is through your sales and marketing. You have a great deal to offer versus your competitors when it comes to sales and marketing. How so?

When you are thinking about sales and marketing, you may be shocked to realize that you can provide the same advantages that a larger company can. There are a number of different advantages that you can have simply by virtue of your own setup. You should be aware that these are things that will be quite ineffectual for a larger corporation to even attempt. Take a look a few techniques to get you started, and you'll find that you have a great place to begin.

Tell Everyone Where You Come from

If you come from a family operated business, you'll find that you have a story. Just because you might be tired of hearing about it doesn't mean that other people are. Write down in a few pages about how your family got started in this field and some of the problems that you have conquered along the way. You'll find that people love hearing stories, especially if you can provide them on CD or DVD, so get creative.

Why Are You Special?

Today, "company loyalty" is really a thing of the past, for the most part. People are insecure about their jobs and know that pretty much, they're just a warm body gathering a pay check and doing a job for their employer. Because you're a small family owned business, are you any different? Let people know how you're different. Do you promote from within? Do you look out for your employees? Show everyone how you differ from the nameless, faceless corporate world, and you'll generate employee and customer loyalty.

Don't Hide Your True Nature

You might see it as a disadvantage, but if you're a family business, represent yourself as one. Be real and don't pretend to be somebody you're not. Put the fact that you are a family-owned business into your corporate slogan, logo, advertising, etc. Be proud of the fact that you're a family-owned business. Let people know how long you've been in business, too. This establishes a relationship with your community and help them establish a picture of you that they can be familiar with and comfortable with.

Give and Take Credit When Deserved

You'll find that you can get some great publicity and get your public to be more familiar with you if you regularly share information about everyone who has made the company so successful. While you can always put the spotlight on the upper management, make sure that you showcase some of your entry-level employees as well. This is a good way to let your customers know about who you are, from top to bottom.

If you worked hard to get your family oriented business where it is now, be proud of that. If that's who you are, say it. What are you waiting for? Get the word out and make use of this fact; you can take advantage of it when so many others in your field most likely cant. So go on, be proud.
About the Author
Author: Dr Marc R. Dussault shares extensive knowledge about family succession so that you can discover how to protect your company on the website about family succession.
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