Changing customers from being a one or two item purchaser to purchasing several products can increase your bottom line tremendously. With a bit of vision and creativity, one basic service can open several opportunities. Most businesses can take their basic product or service and expand into other offerings. What are your current offerings? Are there other products and services you could develop that are consistent with your market and your company vision?

This is where you can create an incredible backend list of possibilities. Once you think about other offerings, what are some new avenues you could open? Is it possible to partner with other companies where you could offer each other’s products and services?

Here are some possibilities:

Car dealerships offering a year’s worth of car washes or oil changes at a discount Hair salons who sell facials or nail services Pet shops selling grooming services Restaurants who provide recipe books Chiropractors and Massage Therapists who promote their services

As you plan for coming year, include methods for keeping in touch, developing a list of companies you can partner with and increasing strategies for gaining and maintaining top-of-the-mind awareness for your customers.

Marketing is about timing. Just because you contact a client today does not mean they are in market to buy today. However, if you keep in regular contact with them, when they are ready to purchase, there is a good chance you will be one they call.

Today’s customers are busy. New choices are thrown at them every day. Keep your name on top of their list by consistently reminding them of their great experiences with your company. Great marketing systems will help you gain and retain customers.

Start your own file on marketplace trends, and compile your own data. Periodically review your data, looking for shifts in market. If changes are occurring, you should modify marketing plan to coincide with these changes. In franchise operations, it is typical for franchisor to update marketing plan periodically to reflect changes in marketplace and to keep marketing program current.

An effective marketing plan should answer these questions:

* Is this product or service in constant demand? * How many competitors provide same product or service? * Can you create a demand for your service or product? * Can you effectively compete in price, quality, service and delivery? * If a franchise, will franchisor price product or service to give you projected profit?

Review your marketing plan carefully to ensure that it answers these questions. If your plan doesn't answer questions, it will need to be modified, so that it does answer questions.

Even if you adopt a marketing plan that has been developed elsewhere, it is your responsibility to promote your product or service by cultivating marketplace, i.e., attracting and maintaining customers. You can only accomplish this by thoroughly knowing your market, your customers, your competitors and your product or service. NEVER rely solely on a marketing plan provided by a franchisor or any other source. Compile and assess your own data.

By compiling and analyzing this information yourself, you will be better able to determine if your marketing plan is in line with your competitors, industry averages and what adjustments you need to make to improve your overall competitiveness and bottom line.