Small Biz Story Time – Episode 1 – Starting a business and crafting your message

Starting a new business is a daunting task..! 

Even for the ones that have prepared for years, piled all their savings together, handed in their notice & are waiting for the day they can finally talk about their new business without fear of repercussions.  

We all know there is always a risk with ‘going out on your own’ and a lot of us have the confidence to finally set sail because we know what we need to do operationally and have some level of belief in ourselves that we can get things moving. Even if ‘moving’ happens to be eventually, and not instantly. 

With a check list of things to do, like: name the company, identify what products and services to offer, set up a contact phone number, get a domain, design a website, get an email address, set up a bank account, register on HMRC, colour palette and branding, a shiny new logo, list our company values, write our copy content, identify our go to market strategy etc. it is easy to just think “that will do, on to the next thing” as we are in a hurry to get going and start working ‘in’ the business, rather than continue to work ‘on’ it.  

However, when it comes to sales & marketing strategies, believe it or not, this is something we don’t necessarily think about straight away – and is very much an ‘on the business’ strategy (unless you have some level of experience with it of course). We know our product and services inside out, we understand how these things can be implemented and used by a customer – but do we really communicate the pain points effectively? Do we put ourselves in our target markets shoes and empathise with them and talk about their pain points in our messages? or do we say, “this is what we do, if you like it, you can have some too!” (Or something like that anyway…).  

Lacking in this area will not bode well for the future and being around other business owners is a sure-fire way of identifying that early.  

You cannot be an expert at everything… 

Putting it obviously, communicating a message is a skill – and we should not be disheartened if we cannot nail that on the first bit of copy written, or the first 60 second pitch in a networking meeting. 

As someone who has seen and heard a lot of pitches and bought from people who I have only just met, the best way to communicate what you do is with a story. The quicker you can pick this story telling skill, the quicker you are going to gain new clients, experience word of mouth referrals & start getting great reviews online. 

We have told hundreds of stories about how we have taken our customers from a place or pain or discomfort (not literally, we are not medically trained) and implemented a solution that made their life easier.  

Perhaps it was as simple as taking an accountant’s main number and making sure the calls were only going to the user at specific times of the day and to a company voicemail on weekends.  

A dentist surgery that wanted to make sure calls were recorded, so they could monitor staff performance and help train new staff with examples of fantastic customer service over the phone.  

A digital marketing team looking to make sure the working from home perk stayed within the business post-pandemic and finding a solution that would allow the team to take calls, instant message & video chat, wherever they were. 

You just need to pay attention to the buying process of all of your customers, and each of them will either hand trends or unique situations that you can talk about – therefore giving a nice variation on what you can deliver and not just beating the same drum all the time. 

Business Communications Story Time! 

What sort of story? Well, tell the audience that you have taken a small business owner from suffering from ‘XYZ’, understood the problems, identified how to remedy them, and guided them on a journey to finally relieve the pain, and onto a new chapter of their small business journey – pain free and loving life.  

For example: 

What is the pain? 

Wintercomms helped a tradesperson with their customer contact strategy. All the call traffic for the business: enquiries, existing customer contact, bookings, and referrals, filtered through to a mobile phone number. The problem with that is that the business owner was so busy delivering the work in the first place, these calls would be missed – resulting in a loss of sales, existing customers waiting to be updated on their quote or booking, and a very stressed owner knowing it needed to be better. 

What is the fix?  

Wintercomms provided a virtual landline number relevant to the area of the business (0208 for London, as an example) and started diverting these calls to a call answering service, 0900 – 1700, Monday to Friday. Any calls outside of these hours would go to a company voicemail. 

Any customers still calling the mobile number could be dealt with by simply placing a divert on the company mobile to the new main number and then they too would filter to the call answering service too. Overnight, the business owner’s day completely change, and it allowed them to concentrate on the work for the day, build rapport with their customer & give them all the attention they needed. Which they loved & word of mouth spread even further.  

What is the result? 

This resulted in completing the work faster (less phone calls, less disruption on-site), capturing all the leads coming through to the business, and more money in the owner’s pocket.  

Pain. Fix. Result. 

Visitors to your website or networking meeting reading something like this, will think “I know someone like that” or “I am like that person in the story, I need help too!” and hey presto, you have at the very least a lead, at the very most a lovely new customer and a sale. 

You can also do this with case studies on a website, video testimonials or have your customers record/write something for you. The more detail the better, as we need to not only know what you did, but where they were originally – the beginning of the story. That way listeners will be able to identify with that position & see themselves as being taken on that journey. 

Where can I share my customer success stories? 

If you are looking to sell to similar sized businesses, a solid strategy is to join a local networking group (offline and online) and talk to your target market directly. Soak up the knowledge in the room, learn on the go on how people pitch their business, the stories they tell, the kind of services they buy to make their life easier – and gradually stack those together to get you in a position to deliver a fine-tuned message confidently and consistently. 

Wintercomms have been a member of BNI, which has many chapters all over the world, and have found great success in this weekly networking, focussing on passing business between each other and being accountable, reciprocal and dedicating to learning and being a team player, among other things.  

Perhaps you are not looking to get in a room with people just yet? 

Why not record your 60 second ‘elevator pitch’ (assuming you had some time stuck in a small space with a potential connection, how would you describe what you do in that short time you are with them) on video and post this on social media platforms – then people can see the real you on video & look at the body language, which again, is very important. Then it would be a small step to doing this ‘for real’ and an easier way to get into the world of networking and being Infront of potential customers.  

Networking offers great opportunities for collaboration; we work very well with a call answering service – so that generates a lot of interest because we are having discussions with our customers about that same sort of problems: call traffic and how to deal with it.  

If you would like assistance setting up the correct customer contact strategy for your business, give us a call today! 

Our team will be glad to help answer your queries and to put you on the road to making a smarter telephony operation for your business. 

02394 213800 

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