Helping Customers Find You
Another important bit of information your customers must communicate: how you can be found. This is generally true of physical locations, but is also true of companies that are reachable at a telephone number or Web site address.
EN: I'm not going to go into much detail when the author speaks of physical locations - just not germane.
Finding Your Business
For physical businesses, street addresses are helpful, but mentioning landmarks can also help. Especially if the building is not easily send from the road, you may need to provide additional information or improve your signage.
Convenience of Access
For physical businesses, consider whether parking is adequate.
One example of making access convenient as possible is delivery to the customer's location (rather than forcing the customer to come to yours). This is not only products (delivery food), but also services (a veterinarian who has a mobile clinic).
Signs
Since signage is ubiquitous, the author suggests that signage for a physical location must struggle to stand out.
One bit of information for the Web is offered: register an address that is indicative of the company name or the services it offers rather than something quirky.
Telephone Accessibility
Telephone accessibility remains an important tool, especially for small local businesses.
Also, utilizing an answering service for times when you cannot take a call immediately is critical for saving customers who would have been lost to the next name in the book.
Some statistics are provided on the use of Yellow Pages to find local businesses. The numbers are very high, but the study is a bit dated (1997)
Listing Your Services Creatively and Widely
Alternative listing services are also mentioned - community bulletin boards, local shopping guides (green sheets) alumni directories, etc. In most instances, such listings are free of charge.
Getting Referrals From People in Related Fields
Referrals from other professionals are among the most effective. For example, a veterinarian should seek to be recommended by pet store owners, an orthodontist should seek to have local dentists refer patients, etc. Making these connections requires some networking in the professional community.
It can also be helpful to connect with nonprofit organizations in the local community. A divorce lawyer can pick up a number of paying clients by offering to provide free legal advice at a battered women's shelter; a coffee shop can attract clients by sponsoring an event at a local college; etc.
Trade Shows and Conferences
Particularly when a business serves other businesses, conferences and trade shows are critical places to make potential customers aware of your company and its products through exhibits and speakers.
There are an increasing number of trade-shows that are directed at retail consumers: in populous areas, there are 'lawn and garden" or "wedding" shows put on for the general public. Also, a number of civic and community events provide opportunities for companies to have exhibits or booths.