Everybody wants a reference

How usual is it to chose a carpenter right out of the phone book? Not very usual, I assume. Instead you start by asking around for references. Your customers probably do the same to find their way to your business. So why not start taking networking seriously?
Compared to an advertizing campaign, word of mouth (WOM) is a cheep way of marketing your products. Compared to cold phone calls it most certainly is more effective. Some companies rely entirely of WOM. Aussie Haircare is one example of the power of WOM. The initial marketing of their hair styling products was carried out largely through referral marketing in various online communities.
One way to network is to join forces with other professionals with similar or complementary products to your without being competing. For example, if you are an instrument supplier you could ally yourself with a supplier of consumables suitable to use with your instrument. Another way is to network within a society where your potential customers may be members.
In advance your networking event, prepare a short presentation about yourself, your company, who your customers are and your advantages compared to the competition. When you are asked about what you are doing, don’t just tell what you sell. Instead, explain when your products are needed and by whom. This way you facilitate for your reference to remember what you have to offer and when your products or services are needed. In this way, your reference will more likely come to think of you when he or she meets one of your potential customers.

Less is more

A company that is often mentioned when talking about successful marketing is IKEA. Independent on world location, IKEA stands for Swedishness and has a well communicated company history and traditions. The distinctiveness in their marketing communication has subsequently built them a strong brand.
Branding should be based on corporate identity, profile and image. You can’t be everything for everyone. Important to consider is what you are (products, facts) and for whom (when are your products needed), how you will communicate your identity (profile) and what marketing channels you will use for this communication (where are your customers susceptible for your message).
Company profile needs to reflect the company’s values, be communicated from inside the company and out and be well implemented internally in the organization. Branding needs to be credible, consistent and long-term.
Keep the message simple and clear. It is said before but worth mentioning again and again; less is more.

Walk the extra mile

On my way back from a meeting in Germany I became aware of the fact that the airport in Munich was hit by an electronic meltdown and hence all luggage was let behind. Subsequently, upon arrival to Stockholm I took a taxi home without my bag. Although I knew that this was nobody's fault, I was annoyed by this obstacle. However, my luggage was on the next flight to Stockholm and deliverd to my door the same evening. They could have chosen to wait until the day after and delivered my bag during office hours, but they didn't. Due to this excellent service I will continue to fly with Star Alliance also in the future.
In my work, I frequently care of visitors from various parts of the world. For dinner I often take our guests to Domtrappkällaren, a local restaurant in Uppsala. Usually the waiter gives a short presentation on the history of the facilities and on the food to be served. While waiting for the dishes, small appetizers are served in advance what's ordered. Complimentary as a little extra. I have chosen to return to this place with my company again and again.
Companies that have chosen to walk the extra mile and to give that little extra to its customers tend to increase the number of regular customers. These customers tend to be more tolerant and understanding when they run into troubles with your products. To a greater extent will they also stick with you as a supplier during more difficult times.