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Position Your Business Today for Success Tomorrow – 5 Simple Ways Development of the African American Black Community Directory MagazineSM 2010 winter – $4.99 Electric Cars Electric Cars Position Your Business Today For Success Tomorrow – 5 simple ways We are a Division Black Experience Magazine, LLC Jenkins Design & Associates $4.99 US/$5.99 Canada/Foreign 1 2 Sponsored by Quality Business with the cooperation of Black Experience Magazine, LLC SISTER MAGAZINE - ISSN: SISTER 1542-4103 MAGAZINE - ISSN: 1542-4103 0 74820 090053 8 Today In Small Business Winter 2010, http://sites.google.com/site/blackexperienceorg/ QUICK REFERENCE Position your business ..............................................5 Top 10 Marketing Tips ............................................4 Stock market today ...................................................7 Career building so you were fired ............................8 Atlanta Entertainment ...............................................8 Electric cars at detroit show ........................................25 African American -- Buying Power ........................12 Niche electric car makers challenge majors ................29 What Is Better Business? .......................................20 BlackStats Frequently Requested African American Consumers Black Buying Power, $656 Billion Black U.S. Population: 38.3 Million ...........................................................16 CLASSIFIED DIRECTORY Travel Airlines ............................................. 9 Classified Directory .............................. 9 Need a business logo? .................... 13 BlackStats Frequently Requested African 18 There's always something going on in Georgia Civil War Sites, Historical Sites, Nightclubs/Live Music and Festivals ........................................................ 20 AD SPOONER Jenkins Design ........................................................ Black Experience Magazine ................................... SPA Dental .............................................................. Glam Event Solutions ............................................. Nationwide Insurance ............................................. Rowe, Rowe & Thomas .......................................... Johnson, Coleman, & Stephenson, LLC ............... EXIT & OPTEUM .................................................. Millionaires Travels ................................................. FORTUNE FINANCIAL GROUP ............................ AllState Insurance Company ................................... ALL MODELS ALL USED PURPOSES FOR ONLY. ILLUSTRATIVE Call 770-823-7231 For All your Advertise Need 3 Development of the African American Black Community Deliciously and Health Eating MagazineSM EXECUTIVES CEO/PRESIDENT WILLIAM C JENKINS JR. VICE PRESIDENT JUDITH A BARRINGER PUBLISHER WILLIAM JENKINS CHIEF OPERATING OFFICER RODERICK DOOSE BUSINESS OPERATIONS MANAGER KEITH A CRAWFORD EXECUTIVE ASSISTANT TO THE PUBLISHER MARY A WILLINGHAM EDITORIAL EXECUTIVE EDitor ASSISTANT EDitor COPY EDITORS Contributors Staff WRITERS RESEARCH Operations REVIEW COMMITTEE ADVERTISING ADVERTISING REGIONAL SALES MANAGER Director OF SALES & MARKETING SALES MANAGER SALES TEAM ART ART DIRECTOR JENKINS DESIGN GRAPHIC DESIGNER JENKINS DESIGN CONTRIBUTING PHOTOGRAPHERS BROADCAST MEDIA ADINISTRATION TRAFFIC MANAGER ADministrative Assistant PRINTER USE THIS ISSUE • BLACK EXPERIENCE MAGAZINE, LLC IS PUBLISHED BY WILLIAM JENKINS/JENKINS DESIGN. ALL RIGHTS RESESERVED. REPRODUCTION IN WHOLE OR IN PART WITHOUT WRITTEN CONSENT IS PROHIBITED. • EDITORIAL CONTENT DOES NOT NECESSARILY REFLECT THE VIEWS OF BLACK EXPERIENCE MAGAZINE, LLC, WILLIAM JENKINS/JENKINS DESIGN OR ITS ADVERTISERS. experience of a lifetime Black Experience Magazine, LLC 1740 CHARMETH ROAD LITHONIA, GA 30058-5503 PHONE: 770-823-7231 FAX: 1-209-391-3588 sites.google.com/site/blackexperienceorg/ Today In Small Business Winter 2010, http://sites.google.com/site/blackexperienceorg/ Marketing Tips Top 10 Marketing Tips CONTENTS Vol. 4, No. 3 - Summer By William jenkins Despite confusion about what marketing is, without it no business can succeed. The best definition of marketing is anything you do to get OR Features 5 keep a customer. This means the most important forms of marketing are customer service and referrals, according to Dr. Rick Crandall, author of 1001 Ways to Market Your Services: Even If You Hate to 4 .......................... Russell Simmonsa Sell. That's why in his six books on marketing he focuses on how to build relationships with customers and potential customers. He says "You can build relationships in person or online. 7 ......................... Stock Market Today Even your advertising and brochures can help build relationships." Having recently collected almost 2000 ways that real companies and ........Magazine For The People By The People individuals have marketed successfully, we asked him to name the ten best methods. He replied, "Of course, the best methods will differ depending on your personal style, your industry, and your budget. f Despite the increasing impact of technology on marketing, most of the 8 ........ Career Building So You Were Fired key things you can do are still aimed at standing out in your market and building relationships. If I had to pick the top ten approaches they would be these." 16 ..................... More Than 800,000 U.S. 1. Make your advantages easy to understand. For instance, Computer Resources International AS originally sold consulting, for which they Businesses Owned by African (Black) used proprietary software. Only when they started selling the software first, and then customization and consulting as extras did their Americans business take off. Buying software was easier to understand than the more intangible consulting. LifeUSA insurance, and many other businesses, focus on speed in every aspect of their business. They 25 ..................Electric Cars at Detroit Show make fun of the slower industry standards and provide a simple advantage clients understand. Other ways to set yourself apart are through great service or association with worthy causes. 2. Don't try to be everything to everyone. Just as customers screen you, you should decide who you want to serve. Printing Resources 29 ..Niche Electric Car Makers Challenge Majors originally took any printing business that walked in the door. When they realized which kinds of customers they worked with best, they were able to cut down their marketing costs and make more money. Some computer consulting firms only work with one customer per industry so they will have no conflicts of interest. You can bet they select customers carefully, and that customers are flattered by the Departments partnership approach. Consider creating a checklist of who shouldn't hire you! It will help you focus, and may impress the right customers 9 ...........................TRAVEL AIRLINES 11 if you share it with them. 3. Work for referrals. Word of mouth is the least expensive, most bus, train & car rentals effective way to get new business. Barry Farber has new customers write on the back of their business cards why they bought. These become mini-testimonials. Bob Brassard calls at least one client a day 9 ...........................Classified Directory just to keep in touch. This builds the relationship by showing he doesn't just care about them when he wants something, allows him to update files, and generates referrals. One upscale dentist put up a Web 9 ........................ Meet Our Advertisers page. He got about six extra referrals a month because his clients thought it was "cool" that their dentist had a Web page. 4. Use online marketing. You don't have to have a Web site like 13 ..................... Need a business logo? Eastern Mortgage Services to do business online. You can send personalized e-mail like Michael Swartz of DNA Software. You can 18 BlackStats Frequently Requested African pay only for the leads generated for you by advertising on many sites. ... You can research potential clients for better presentations. You can gather customer input inexpensively as Ritchey Design does. Or you 20 . There's always something going on in can post free ads in discussion groups. 5. Don't sell, help people buy. When you truly put the client's interests above your own, you will become a consultant, a team member, and a partner for your client. When you've earned trusted advisor status, 25 doing business is no problem. For instance, computer consultant, Georgia Civil War Sites, Historical Amadaeus Consulting Group, helps its customers make more money by using computers to help their clients sell more. Of course, the extra business comes around as the client grows. A small accountant's client felt they needed a "Big 5" firm to handle their audit because they News wanted to go public. Instead of resisting, the accountant helped the client select a Big 5 firm, thus maintaining and extending the relationship with the client. Conrad International added warehousing 12 ......... African American -- Buying Power services near overseas clients so they could afford to buy in bulk for a lower price. When you put the customer first, you earn long-term loyalty that is more profitable than a larger quick sale. 21 ...............................What is SBA? 6. Partner with other companies reaching your market. This might be neighborhood merchants cooperating on a sidewalk sale, or Digital Equipment partnering with Infinite Technologies to better serve the 22 .....................What Is Better Business? Bank of New York. Or it could be you partnering with a charity
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