HOLIDAY MESSAGES & OUT OF OFFICE

Hi Janie here again with another guest blog - thanks SIO for letting me revisit you. Business advice from someone who knows; 35 years of helping and running businesses means I've seen most mistakes and learnt so much.

Out of office messages are often overused or ill thought through giving out negative messages about your business. Are you an emergency Doctor or offer instant response? not many are, so why tell your clients every time you slip out of the office?

Do you value your customers? If you do then why do so many auto holiday out of offices messages say otherwise? How many times do I see messages that say I am away having a lovely time! So this says to me firstly customer service is shut, second reinforces the message that I am not on holiday having a nice time like my supplier. So in one sentence you have possibly annoyed and depressed your customers; not the best idea.

Of course you need to have a holiday or leave the office to visit clients or suppliers but think before you turn on the out of office. Think is it necessary? is the content helpful to the reader? Am I honestly managing customer expectations? On top ask yourself does it sync with my other messages such as answer phone or web based statements? Don't just rely on the standard, personalise it, especially the subject line.

Also be honest, will you check email while away anyway?  If so what need for any message or perhaps something less dramatic such as 'due to a busy meeting schedule over the next two weeks email replies may take a little longer than normal, up to 36 hours. All you should do is think it through and put yourself in your clients shoes.

Lastly if you work from home and this is well known or obvious from your web site then be careful about advertising the fact that you are away. Criminals can read too!

Common sense is all it takes, when did you last look at your business through your clients eyes, it might be worth doing. 

SEEK IT OUT: Changing the world a stitch at a time

Best In Show - Part Two

Hi Janie here again with another guest blog - thanks SIO for letting me revisit you. Business advice from someone who knows. 35 years of helping and running businesses means I've seen most mistakes and learnt so much.

Tips 6-10

They say first impressions count and they do, but also the last memory can be the one that sticks.

How many times have you been served in a shop or at a fair by someone who made you feel you were a burden to them, waited an internity while being ignored or listening to staffs idle gossip, or left feeling as though they were rushing you out?

Simple rules go a long way when serving a customer, be it business to business or business to consumer.


6. Unless a vital emergency never chat to a colleague while leaving a customer waiting.

7. If you use a queue system ensure it is plain and the ticket machine is placed in the most logical situation. Understand that sometime folks will not get the system, encourage them to get in line but do not make them feel embarrassed.

8. What view does your client get when coming into your shop? is it welcoming? is the entrance obvious? the direction they should take and where do they queue? A few polite notices go a very long way to making consumers feel happy.

9. When out in your normal daily life evaluate buying situations which make you feel uncomfortable, unwanted or under valued. What was it that made you feel that way, capture the thought and keep it, ensure your business does not replicate that issue.

10. Always ensure you say thank you and good bye even if you're already on to the next customer, the last impression is as important as the first.

Common sense is all it takes, when did you last look at your business through your clients eyes, it might be worth doing. 

SEEK IT OUT: Changing the world a stitch at a time
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Best in Show - Part One

Hi Janie here again with another guest blog - thanks SIO for letting me revisit you. Business advice from someone who knows.  35 years of helping and running businesses means I've seen most mistakes and learnt so much.

Tips 1 -  5

They say first impressions count and they do, but also the last memory can be the one that sticks.

How many times have you been served in a shop or at a fair by someone who made you feel you were a burden to them,  waited an eternity while being ignored or listening to staffs idle gossip, or left feeling as though they were rushing you out?

Simple rules go a long way when serving a customer, be it business to business or business to consumer.


1. If busy make eye contact with the waiting client within 30 seconds or less. Note the order of the waiting clients to ensure you serve in turn.

2. Listen to what your are being asked, do not assume.

3. Manage expectations, if you do not know when something is back in stock be honest, offer to take a phone number and call them on arrival of the stock or suggest a realistic alternative. Never suggest something totally different, it insults the person.

4. Smile, it is free and makes people feel welcome and valued.

5. Manners, try saying please and thank you!

Common sense is all it takes, when did you last look at your business through your clients eyes, it might be worth doing. 

SEEK IT OUT: Changing the world a stitch at a time
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Divorced on day one - we recommend it!

Hi Janie here again with another guest blog - thanks SIO for letting me revisit you.   

So many folks dream of their own business and in this economic climate many will take the plunge, sometimes as there is no alternative.

Clearly no one wants to have any negatives when starting, but starting a business can be like falling in love with all reason going out the window, blocking others advice out and the all the other daftness we allow at the start of a love affair.

One of the best things you can do for you and your business is get divorced on day one.  You might think that finally I have lost it and started talking nonsense, but I assure you all marbles are firmly in place!

What I suggest every business person should do is stand back from their business and always, always look at the business as another being, a separate thing and never consider the business and yourself as one.  Does not matter if you are the sole person, over 70% of businesses are in that boat. As long as you are emotionally involved you will struggle to make good solid business decisions.  

If you treat your business as your baby or your pet, how can you bring yourself to make hard decisions like cutting back on something or even walking away from something that is not working before it is too late, you cannot.  Divorce from day one and it becomes habit.  When you work for someone else you do not feel you are married to the business, your own business should be exactly the same.

This is not saying do not have passion, you will need bucket loads of that and also perseverance.  Giving your business the best chance is only fair, so don't fall in love, just get professional and tough. Few get rich through self-employment but you can obtain freedom, pleasure and a reasonable living if you get it right.

SEEK IT OUT: Changing the world a stitch at a time

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Today's actions might impact on tomorrow!

Hi Janie here again with another guest blog - thanks SIO for letting me revisit you.  

Selling is tough enough and at the moment very hard.  Too much competition, price slashing, free postage and more to compete with.

Being a sheep and simply assuming what others do works, is dangerous.  This year many shoppers held back from visiting the High Street, waiting for the pre Xmas mega sales to arrive before buying.  The confused shopper then found a High Street of mixed messages, 70% to full price - which was it, when would sales appear as they did the year before.

The actions of pre Xmas 2011 meant shoppers saw a pattern and expected 2012 to be the same, but it was not with some stores resisting mega sales or early sales.

So if you have a regular following think hard and long about changing habbits or knee jurk reactions, as what you do now may be with you for longer than you hope.

SEEK IT OUT Changing the world a stitch at a time

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Just because you're selling .....

Hi Janie here again with another guest blog - thanks SIO for letting me revisit you. 

Understanding business - unlocking the secrets of business

Just because you're selling today does not mean the person you meet or who sees your shop is buying today.  Often I meet small business owners who are confused by networking and building relationships, they assume pitch and do it enough then you will sell.  You cannot sell to someone who does not want to buy at that moment.  Pressure selling is a way to guarantee they will never buy from you. Coax, inform, keep your brand in the limelight, and remind, this way when they are ready to buy they will remember you.

Always put yourself in their shoes, do you buy a loaf of bread every time you walk past the bakers, of course you don't, and nor will your customers.  Too much pushing and you become like those pesky telephone sales folks reading from the script.  Remember less is more on the pitch but remember brand is key keep it in the public eye using multiple media multiple times.  Look at Marks and Spencer, just think how many ways and where you see their brand - from shop front to tags in the knickers, TV ads to sandwich wrappers - that is keeping a brand in the public eye.  Small or large same applies!

SEEK IT OUT: Changing the world a stitch at a time

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Marketing what is it?

Selling on-line only, selling through small local craft fairs or a retail giant, marketing is vital for all.  We cannot buy something if we do not know it exists, your potential clients have to first discover your products exists, find a desire or reason to have and finally decide to buy.  A lot of steps to the point of sale, get it wrong and you will simply not sell.

Marketing is…..

• Marketing is powerful
• Marketing is cost effective
• Marketing is essential for growth
• Marketing is achievable by all

MARKETING IS A MINDSET – YOU MAKE IT HAPPEN

What is marketing? Simple answer everything…….

Marketing takes many forms and can cost from nothing to millions, but it is a vital for every business. Marketing is a journey, with an end, many possible routes and often to be repeated in differing forms. It is many things brought together to achieve one goal.

What is the purpose of marketing? Marketing is all about building…..

• BUILDING YOUR BRAND (every business has a brand without fail)
• Building market share
• Building profits
• Building product range
• Building relationships
• Building reputation

It is not needed for my business, what can I use for a fast track approach, it is only advertising so not right for me, all things I hear and all are wrong, there are no miracle cures and no one can be let off the hook as marketing touches every business from UK PLC to charity, one man bands to multinationals.  The difference is found in the mix of methods, the spend and the repetition but again this varies even with like for like businesses.

Each business uses different techniques in varying ways there is no ‘one fits all’ solution is out there but one thing is proven you MUST use multiple methods of marketing.  Times and economies change fast these days, new likes and dislikes happen overnight, so even if not trend setters we must have our finger on the pulse to some degree.  This is not about fashion trends it is about the trends your clients are following, potential or current.  Lose sight of that and you will soon lose customers to someone who is paying attention not assuming they know or basing ideas on old information.

Step one, work out what you do in the way of marketing.  Traditional methods like adverts, be it in a magazine or Google Ads, or less obvious such as business networking, blogging, presenting a pretty show stand or shop window, even telling the girl on the check out at the supermarket what you do.  Sit, think and list all you do may take a while but you will be amazed. 

Next you must learn how to evaluate these methods, often people put too much emphasis on the one method that drives immediate sales, but are there secondary methods driving brand awareness so that your name sticks in the mind of consumers and helps drive sales but in a less obvious way.  Also important, are these methods portraying your business in the correct way and following the ethos of your business or could you make them better, are they good for your business?  Be tough, be honest and be realistic and never decide on a snap decision or head for comfort zone options, as you do not buy from yourself so it is your clients likes, needs, wants, hates etc. you must understand or pander to.

Have you ever heard of Marks and Spencer or M&S?  Stupid question I hear you say, well no it is not, they are a massive high street brand but yet every day they reduce their profits but adding to their costs, why?  Brand awareness, consumers have short memories and soon find alternatives so that is why M & S put the branding on everything from their sandwiches to their knickers as it reinforces the message that they are there, come and buy.  The message is thought through and brand images are tightly controlled to ensure continuity and appropriateness.  So even tiny weeny businesses should look at marketing as something that is intertwined in every aspect of their business every hour of the day, not just a costly or detached segment of running their business.  

Brought to you by the Seek It Out team

 Seek It Out: Changing the world a stitch at a time

(Guest Blog) Social Media – What to write about

This week we welcome the Sewing Directory as a Guest Blogger - huge thanks to them for this informative piece.

Social Media – What to write about

People are always saying you should get onto Facebook and Twitter or set up a blog to help build your business.  Where many people struggle is to know what to say on their social media accounts, most people know you shouldn’t go on about your products all the time, so what should you talk about?

Related products/services

If you sell fabric then why not share projects and tutorials which show people what to do with the fabric they buy from you?  Discuss sewing magazines or books.  All these things are complimentary to your products and will help to engage your followers.  If you have the time try and find projects made up with supplies that you sell so if someone loves the fabric featured they can buy it from you.  Or when posting a link you could say this would look great made up in this fabric (and link to one on your site).

Tips and How to Guides

People always appreciate advice; if you sell beads why not tell people about different storage options, different beading techniques or write a tutorial to share with people.  If you stock art supplies explain the difference between the different types of paint and when best to use them, demonstrate techniques, interview artists to get advice to share with your followers.

Show who is behind the business

People love to know who they are doing business with, maybe profile your company owners and staff on your blog, share pictures of them at shows or in the shop on Facebook.  Let people know about the history of the company, celebrate milestones with them and make them feel a part of your business.   It is a lot easier to relate to a person than to a faceless business.

Industry News & events

Keep an eye on key industry sites and magazines so you can share details of upcoming shows, new products and industry news with your followers.  If people know you are a good source of information they will keep coming back to you.

Your products and offers

Of course it is expected that you will also talk about your products and offers, just be careful to keep it to a minimum so you don’t spam people.   Facebook is ideal for sharing pictures of your new products, blogs give you a place to tell people what is coming soon or just in stock and tempting one liners on Twitter will get people clicking to see more eg. ‘Wow wait until you see what just arrived today...’

Promote others

It’s nice to promote complimentary businesses to yours through your social media, and often they will return the favour therefore getting both of you new fans and hopefully new customers.  For instance if you sell quilting fabrics but not wadding you could tell people about good places to buy wadding.  You could also tell people where to get their quilts long arm quilted and then hopefully when they get customers looking for fabric they will send them your way and hopefully mention you on their social media accounts.

General chat

Social media is all about being social, think about what you would discuss with someone you just met in real life – the weather, what was on TV last night, what is in the news etc.  Personally I think business accounts/blogs should be kept mainly to business but that doesn’t mean there’s no space for a little bit of general chit chat, and ironically those kinds of posts tend to have a good response rate too!

Hopefully the above will give you a few ideas about what content you could use for your updates.  In time you will find what works best for you.  Keep an eye on your stats (follower numbers, views per post on Facebook, Twitter interactions and retweets, page hits on your blog and whether your web stats increase following your posts) to see what gives you the best result. 

This post was written by Fiona Pullen from The SewingDirectory For more social media advice including detailed guides on using Facebook, Twitter and setting up a blog please visit: http://www.thesewingdirectory.co.uk/business-articles/


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