The book in brief. Marketing Without a Budget - Igor Mann

Igor Mann

Marketing without a budget. 50 working tools

4th edition.

Legal support of the publishing house is provided by law firm"Vegas Lex"

* * *

Foreword

I have been involved in guerrilla marketing for 16 years, teaching and consulting. Thousands of people have gone through my seminars, my book on low-budget marketing has already gone through seven reprints ... In a word, it is very difficult to surprise me with new techniques in the field of low-budget marketing.

Igor succeeded.

While I was reading the book No Budget, I wrote out ideas for myself - and filled out a page and a half with specific techniques that can be implemented tomorrow and that will bring profit to me or my clients.

Fifty ideas presented in the book relate to different areas: marketing, advertising, sales, PR, customer loyalty organization of work in general. However, they have one common denominator: they are ways to significantly increase your profits, which can be implemented quickly - and implemented on a small budget or no budget at all.

As the French say, "the devil is in the details": many good ideas fails to implement due to the fact that some important details are not taken into account. Therefore, it is especially valuable that Igor gives not only the idea in general terms, but also those details and details that often determine whether the implementation will be successful or unsuccessful.

Sometimes people ask me what is the most effective way for a marketer to invest in small amounts, one or two thousand rubles, so that the effect is maximum. My usual response is: good books, it pays for itself the fastest.” The book you are holding in your hands is an excellent collection simple recipes, allowing you to raise profits with virtually no cost, would quickly pay back its cost even when it was sold at 9,900 rubles. Now it promises to be a great investment.

If you are a small business owner or marketing director for a larger firm, this book should be in your library. Dot.

Alexander Levitas,international business coach and consultant,guerrilla (low budget) marketing expert,bestselling author More money from your business,www.levitas.ru

Crisis of 2008

who gave me the time to write this book.

We didn't have money, so we had to think.

Ernest Rutherford

The idea to write a book about marketing (almost or completely) with no money came to me a long time ago, back in 2003, when I wrote my first book, Marketing 100%.

Working with marketing in the absence of a budget is a very interesting and useful experience. During my career, I have had to do marketing five times with little or no budget.

Industry crisis. Liquidity crisis. Management crisis, crisis, crisis... But the crisis was not always the cause.

For example, when we launched the Mann, Ivanov, and Ferber publishing project in 2005, our marketing budget for the first year was $400. And nothing, we have already made our first 100 million rubles.

Interesting fact from marketing theory: among 5000 marketing tools there are several dozen almost or completely free.

In other words, you pay nothing (or practically nothing) when you use them.

But you get the effect.

About them - effective and little-known - and will be discussed in this book.

Here I tell how to get it done. How to run it. How it works. How to get the fastest and most effective return from such tools.

And they will work for you both now and later.

While working on this book, I realized what the problem is with many business books. There are too many ideas out there. It is not clear to the reader what to take. The authors promise in their books two hundred ideas, a thousand ideas ... What to grab onto?

I have selected for you several dozen proven recipes that will definitely help you (of course, there are many more ideas in the book).

If you and your team work only two months for 24 working days (I don’t know about you, but I usually work on Saturdays), by implementing at least 48 tools in your company, you will definitely improve your marketing and business, increase sales and recognition of your company and its solutions, significantly improve the relationship with your customers.

This book primarily written for owner, shareholder or top manager companies (small and medium business) who is interested in knowing what marketing tools to use when there is little or no budget, or simply does not want to spend money on marketing.

I hope that, despite your busy schedule, you will find a couple of hours to scan the course book and find among dozens of tools that will help your business.

Then (in most cases) you need to give a clear instruction to your employees: assistant, deputies, marketers or commercial director - to use, implement this or that tool.

And enjoy the results.

Here's what it looks like structure of each chapter.

Purpose (what you can get using this tool).

Complexity of implementation (difficult, medium complexity, simple).

Cost (cheap or free).

Who to entrust.

Terms of "manufacturing" (for what period of time it is possible to make each tool work for the benefit of the company).

As a matter of fact ("non-theoretical" description of the tool).

How it works in practice (how I used this tool - I tried mainly to use my experience; if I succeeded, it will work for you: I'm not Coca-Cola or Apple).

Important (what to pay attention to).

"Chips" (interesting helpful tips, which improve the efficiency of using the tool).

Experts (to whom to turn for outside help).

Implementation plan (how to take the first steps to introduce the recommended tool into the company's practice).

The knowledge in this book is yours competitive advantages. You pay for them and they are yours. Use them: others don't have them.

It would be great if, using the Top 5 and 90 Days tools (read about them in the book), you could start moving forward at the rate of one idea a day.

You can implement most of these techniques in a year if you use my weekly " Good year(stickers for it are attached to this book).

Book author:

Chapter: ,

Age restrictions: +
Book language:
Publisher:
Publication city: Moscow
The year of publishing:
ISBN: 978-5-91657-618-4
The size: 535 Kb

Attention! You download an excerpt from the book, permitted by law and the copyright holder (no more than 20% of the text).
After reading the excerpt, you will be prompted to go to the copyright holder's website and purchase the full version of the work.

Business Book Description:

In this very practical guide (previously a limited edition called "No Budget"), you'll find 50 effective marketing tools you can use when you're on a tight (or no) marketing budget. The most valuable thing is that for each tool is given detailed description- who to do, what to do, how to do. This is an indispensable guide for those who want to use the resources of the company as economically as possible and at the same time with the greatest return.

The book will bring the greatest benefit to the owners and managers of companies, commercial directors, marketers.

The presented fragment of the book is placed in agreement with the distributor of legal content LLC "LitRes" (no more than 20% source code). If you believe that the posting of material violates your or someone else's rights, then .

Igor Mann

Marketing without a budget. 50 working tools

4th edition.

Legal support of the publishing house is provided by the law firm "Vegas-Lex"

* * *

Foreword

Igor succeeded.

Fifty ideas presented in the book relate to different areas: marketing, advertising, sales, PR, customer loyalty, organization of work in general. However, they have one common denominator: they are ways to significantly increase your profits, which can be implemented quickly - and implemented on a small budget or no budget at all.

As the French say, “the devil is in the details”: many good ideas fail to materialize due to the fact that some important little things are not taken into account. Therefore, it is especially valuable that Igor gives not only the idea in general terms, but also those details and details that often determine whether the implementation will be successful or unsuccessful.

Sometimes people ask me what is the best way for a marketer to invest small amounts, one or two thousand rubles, so that the effect is maximum. My usual answer is: "In good books, it pays off the fastest." The book you are holding in your hands is an excellent collection of simple recipes that allow you to raise profits at almost no cost - would quickly pay for its cost even when it was sold for 9900 rubles. Now it promises to be a great investment.

If you are a small business owner or marketing director for a larger firm, this book should be in your library. Dot.

Alexander Levitas, international business coach and consultant, expert in guerrilla (low budget) marketing, author of the bestseller "More money from your business", www.levitas.ru

Crisis of 2008

who gave me the time to write this book.

We didn't have money, so we had to think.

Ernest Rutherford

The idea to write a book about marketing (almost or completely) with no money came to me a long time ago, back in 2003, when I wrote my first book, Marketing 100%.

Working with marketing in the absence of a budget is a very interesting and useful experience. During my career, I have had to do marketing five times with little or no budget.

Industry crisis. Liquidity crisis. Management crisis, crisis, crisis... But the crisis was not always the cause.

An interesting fact from marketing theory: among the 5,000 marketing tools, there are several dozen almost or completely free.

In other words, you pay nothing (or practically nothing) when you use them.

But you get the effect.

About them - effective and little-known - and will be discussed in this book.

Here I tell how to get it done. How to run it. How it works. How to get the fastest and most effective return from such tools.

And they will work for you both now and later.

I have selected for you several dozen proven recipes that will definitely help you (of course, there are many more ideas in the book).

This book primarily written for owner, shareholder or top manager companies (small and medium-sized businesses) who are interested in knowing what marketing tools to use when there is little or no budget, or simply do not want to spend money on marketing.

I hope that, despite your busy schedule, you will find a couple of hours to scan the course book and find among dozens of tools that will help your business.

Then (in most cases) you need to give a clear instruction to your employees: assistant, deputies, marketers or commercial director - to use, implement this or that tool.

And enjoy the results.

Here's what it looks like structure of each chapter.

Purpose (what you can get using this tool).

Complexity of implementation (difficult, medium complexity, simple).

Cost (cheap or free).

Who to entrust.

Terms of "manufacturing" (for what period of time it is possible to make each tool work for the benefit of the company).

As a matter of fact ("non-theoretical" description of the tool).

How it works in practice (how I used this tool - I tried mainly to use my experience; if I succeeded, it will work for you: I'm not Coca-Cola or Apple).

Important (what to pay attention to).

"Chips" (interesting useful tips that improve the efficiency of using the tool).

Experts (to whom to turn for outside help).

Implementation plan (how to take the first steps to introduce the recommended tool into the company's practice).

The knowledge in this book is your competitive advantage. You pay for them and they are yours. Use them: others don't have them.

It would be great if, using the Top 5 and 90 Days tools (read about them in the book), you could start moving forward at the rate of one idea a day.

You can implement most of these techniques in a year if you use my Good Year weekly (stickers for it are included with this book).

Choose first what you can do quickly (what you think is the easiest in terms of implementation).

If something is not clear to you, if you want to add something, argue, thank the author or scold the book, then you can send an email with the heading “Feedback. Without money" at [email protected]- I will answer you quickly.

And of course, I and my Marketing Machine partners are at your disposal (see and welcome).

Write - we will help.

Marketingly yours, Igor Mann [email protected]

A short (very short) dictionary of professionalism terms

This book uses almost no scientific terms.

All little-known words are explained immediately.

Possible exceptions are below.

Driver

An employee of the company who "drives" - leads the process or program.

Marketing

This term has thousands of definitions (I collected a hundred of the most interesting ones in the book “Marketing for 100%”). My favorite: "Marketing is about acquiring and retaining customers."

Targeting a potential client.

Marketer

Marketers are marketing practitioners, marketing managers, marketing directors, brand managers, heads of marketing departments. I don't like the word "marketer". For me, a marketer is a marketing theorist.

Followup

The work that is done after something has been invented.

One of my bosses used to say, "If you do a fall-up, you're a hero."

Introduction. How marketing should work

The expectations of top managers, shareholders and owners of companies from marketing (from marketers) are sometimes such that I simply marvel.

Come up with a new bestseller product.

Double your market share.

Open up new markets.

Theoretically, marketing can do this (but not alone, but together ...

Title: Marketing without a budget. 50 working tools
Writer: Igor Mann
Year: 2010
Publisher: Mann, Ivanov and Ferber (MIF)
Genres: Marketing, PR, advertising

About Marketing Without a Budget. 50 working tools" Igor Mann

Starting your own business is not at all easy. You need to be prepared for large physical, mental, psychological, material investments. And even if the first three factors are present, the latter is often absent. Is it possible to develop a startup without capital investments? More likely no than yes. But to reduce the cost of its implementation is very possible!

Igor Mann, candidate economic sciences, offers its experience and its methods of implementing marketing tools with a minimum of material investments.

The peculiar structure of the book allows even a beginner to understand its ideas. The author clearly and clearly shows each step leading to the realization of a dream. And examples from own experience and an impressive list of references allow you to study “Marketing without a budget. 50 Working Tools” thoroughly.

A fairly clear and thoughtful structure of the narrative facilitates the perception of information. The author convinces how important it is to plan, track results and keep feedback. Fifty practical tips, some you knew about, some you just heard about, but most of them will be a discovery for you.

So, if you don't want to go to zero or become zero without a wand, get out a pen, write it down, copy it, weigh it, and apply these tips.

There is always something to work on. Need motivation. This tempting book will motivate you to the fullest! If you want to start your own business immediately after reading, then the author did not try in vain.

Moreover, the amazing feature of this work is that the tips given in it are great not only for marketing, but also for Everyday life. By learning how to properly plan your day and clearly calculate the desired results, find new opportunities for growth and replenishment of finances, you can be lucky not only in business, but also in your personal life.

On our literary site books2you.ru you can download the book by Igor Mann “Marketing without a budget. 50 working tools" for free in formats suitable for different devices - epub, fb2, txt, rtf. Do you like to read books and always follow the release of new products? We have a large selection of books of various genres: classics, modern science fiction, literature on psychology and children's editions. In addition, we offer interesting and informative articles for beginner writers and all those who want to learn how to write beautifully. Each of our visitors will be able to find something useful and exciting.

In Marketing Without a Budget, you'll find 50 effective marketing tools you can use when you're on a limited marketing budget (or none at all).

Who Should Read the Book of Marketing Without a Budget

The book Marketing Without a Budget is written for:

For owners and managers of companies.
For commercial directors.
For marketers.

Igor Mann — About the author

Igor Mann - the most famous marketer in Russia, speaker, author, publisher. Author of ten books. Among them: "Marketing for 100%", "Marketing without a budget", "Points of contact", "Number 1". After the release of "Marketing at 100%" he began to be called "Russian Philip Kotler". Almost all of Igor's books become bestsellers. Currently, Igor is a marketing consultant and partner of the Power of Mind group of companies.

Marketing Without a Budget - Book Review

Chapter 1. Business Development

– "Top 5" is a list of five (maximum seven, minimum three) most important tasks for the week. Make a table. Opposite each case, indicate the contractor and the deadlines for implementation. This form allows you to see exactly what to expect from marketing in a given period of time. Neither you nor your employees will have the question: “What have we been doing for a whole week?”;

– "90 days". This includes all the most important tasks that you must complete within three months. Include only key events in the list - be able to evaluate cases by significance and filter out unnecessary ones. The main thing is that the planned can be carried out;

– marketing mix. Compare your firm with competitors' firms on five dimensions: product, price, sales channels, promotion, personnel. Give an assessment on a ten-point scale. Draw conclusions on which positions you are inferior to competitors, and which, on the contrary, distinguish you favorably. Strive to catch up and overtake - get ahead;

– competitor assessment. It is not enough to subjectively compare your company with others, you need to constantly monitor the situation and collect information about the players in the market. You can do this in different ways: browse websites and publications, use the services of a “mystery shopper”, communicate with journalists, attend competitor events, hold conferences… But remember: competitors also remember you and accumulate important information, so try to prevent information leakage!

– the introduction of "chips". Pay attention to any little things that will attract customers to the company or product. Write down as many "chips" as possible, quickly implement them and "skim the cream"! You can arrange a competition among employees and reward the one who offers more effective options;

– search for points of contact. Under them understand the moments when the client comes into contact with your company. For example, points of contact can be considered a store sign, business cards, slogans, souvenir products…Maximum full list and decide which points from the buyer's point of view can be considered the most important. Think about what points are important for business - they need to build the fastest and most effective contact;

–Mystery Shopper Reception. The mystery shopper can both evaluate competitors and operate within your firm. It can be very useful to check your organization and see it through the eyes of customers. Ask colleagues from other firms, acquaintances - and be sure to explain to them the action plan (what and from whom to ask, what to look at, etc.).

Chapter 2 Sales

– clarification of the reasons for "non-purchase". Ask all employees why people don't buy your product. Analyze each reason and make a list of counterarguments. You could even produce a Q&A pamphlet that anticipates customer objections. For best result coordinate your argument with the most loyal customers;

– storytelling. People are very fond of stories - to tell and listen. It is worth playing on this love: a product passed through the prism of history will be remembered much better. Arrange a competition again and announce the collection to employees interesting stories. Work out the structure of the materials: the buyer's problem and its specifics - the solution - the advantages that the buyer receives - the conclusion. Weed out stories that make customers look bad, remove unnecessary details, and then bring all the stories into the system;

– price list design. Print the cover, follow the logic of the presentation of the price list. The text should be easy to read. If abbreviations are used, they should be explained. Consider design. Make sure that your price list stands out among a million similar ones: play with the format, color, paper texture - you are not limited in creativity! Especially when it comes to such an important point of contact with the buyer;

– sales assignment to each employee. When absolutely everything is sold in a company, this is a huge plus. Distribute business cards not only to account managers, but also to people from other departments, even couriers and drivers. It is not necessary to focus on the position, customers should see the name of your company as often as possible. Employees must also have promotional materials and product samples. Each person has friends, acquaintances and acquaintances of acquaintances - let employees not from the sales department promote the goods and services of the company to all these people;

– expansion of connections. To begin with, remember that no act of communication should be free, so if you have a chance to make new connections, take it. Maintain existing contacts, remind yourself (especially on holidays!). You never know in advance when this or that acquaintance will come in handy;

– sales day. Decide which day of the week you want to promote the product. Familiarize employees with the rules of this "marathon" and be sure to create prize fund to increase motivation;

– product testing. When you give customers the opportunity to use your product for a while, it increases loyalty. As a result of a test drive, a person gets acquainted with the product and can see its advantages not in words, but in deeds;

– meetings with clients. And not for the purpose of making a sale, but simply to show a sign of attention. The client will certainly be surprised by your visit, but he will be pleased with your openness and desire to discuss the situation. Ask the client questions about the product, find out if he is satisfied with your work. Listen to all the comments, take on board the proposed ideas and be sure to thank the person for the conversation;

– personal involvement in sales. If you are the head of the company, take the trouble to go to the store as a salesman at least once a month. Even for a few hours. You will not only find out what is actually happening at this point of sale, but also show the class to other employees;

–building a customer base. Collect all information about buyers and people who cooperate with you. Stay tuned for regular updates - there is nothing worse than outdated data. The accumulated knowledge will allow selling exactly what people need, what meets their needs.

Chapter 3. Pricing

Price is the first thing buyers pay attention to. Two tools will help make it optimal:

- adjusting prices. It is not enough just to calculate the price based on the cost and markup. In order for sales to be made, it is important to use some tricks. Do not round prices (instead of 600 rubles it is better to write 580 rubles), create a choice (when one product is available for 600 rubles, and for 350, and for 100 - but it is important to justify such a spread), describe the product beautifully (a detailed justification of the benefits product encourages people to buy it), etc.;

- calculation. Calculations should show the client that his monetary contribution will pay off. Here you should be as careful as possible, because even a small mistake in the numbers will undermine your credibility. It is important for the client to see where and how you got this or that number, so do not violate the logic of the calculation and be ready to answer questions and explain the data.

Chapter 4

Roughly speaking, the problem is in the minds: the company will be customer-oriented only if all the staff are. Ready to change the way you work? The following tools will come to the rescue:

– creating rules for working with buyers. Does your company have values, mission and service principles? Most of the time, employees can't articulate where their company is heading - but that statement shouldn't apply to you. Make sure that your employees clearly know and follow the stated standards;

- Creation of a customer-oriented product. To do this, you should look at it from the buyer’s point of view and understand what may not suit people in the product. Why it is inconvenient, what needs to be removed, what accompanies the product… Always strive to make it better! And be sure to keep in touch with buyers;

– the desire to make all processes in the company convenient for customers. It's for the customers, not the employees. People value simplicity, they don't like to waste time. It is also important for customers to be polite and feel comfortable. You will be talked about when people see that you put their interests ahead of yours;

- Service improvement. Try answering a few surveys: “What can be done to improve the service during the week? Months?”, “How does our company present an ideal service?”, “Which employees should provide it?” Always act as if your next customer is a mystery shopper;

- making "non-sale" calls. This is another way to earn loyalty, however, it is worth recognizing that customers still perceive such calls with distrust. But still, it is important to carry them out, since a call may well lead to a personal meeting or an order from the interlocutor. Take an interest in customer problems, clarify whether he is satisfied with the cooperation, whether there are any questions related to the product, etc.;

– use of capital letters in the documentation. Get in the habit of writing the words "customer", "client", "buyer" with capital letters - this technique contributes to the suggestion that all these people are really important to you. So even non-customer-oriented employees will begin to change their attitude;

- Addressing customers by name. People like to realize that their names are remembered and addressed not just in the abstract, but personally. The main thing here is to understand the preferences of customers. So, someone should be addressed only by their first name and patronymic, and someone is already tired of correcting the wrong pronunciation of their last name. Be careful!

– Availability 24 hours a day. Round-the-clock work is the bonus that will bring you a significant increase in sales. To do this, you need to define a duty schedule, set up call forwarding to employee numbers or a call center, and develop a website if your company still doesn’t have one. Be sure to call back if the client leaves a message on the answering machine, and think over the text that he will hear when dialing;

–connection to 8-800. This free line gives customers the impression that your company is large and solid, it is possible to cooperate with it.

Chapter 5

– association with another firm – joint marketing. This technique reduces production costs and expands the customer base. You can combine a lot: ideas, space, advertising, products... But before you cooperate, check the integrity of organizations, deal only with the best and most worthy. Your partners and their offers should not irritate buyers. Try also to keep the cooperation long - more than six months;

- presence of business cards. We have already said that all employees of the company should have them. Pay attention to the design and the information it contains. A business card is obliged to serve you - that is, to sell;

- Based on customer reviews. Getting feedback from customers, partners and opinion leaders is extremely important. It is reviews, not commercials people tend to trust. Therefore, insist that customers write reviews and do it “on the spot”, that is, immediately after contact with your organization (while positive emotions are still strong). Reviews should be as complete as possible, but at the same time take up no more than a page. It is advisable to indicate who specifically left them, as well as confirm the text with quantitative results. Moreover, testimonials are the backbone of storytelling;

- Creation of competent advertising texts. They should be written in simple language, without clericalism and grandiloquence. Give preference to short sentences, divide the text into paragraphs, watch for hyphenation, spelling and punctuation. Avoid adverbial phrases and professionalisms that the reader may well not know. Provide evidence in numbers, watch for repetition, respect citation laws, and use “no” and “not” as little as possible. Think about emotionality - very often emoticons and a humorous description of the situation in the text turn out to be quite useful;

- visual presentation of information. This refers to visualization, when any data is depicted as a diagram, drawing or map. This technique reduces the client's time by several times, which he spends on reading. text message;

- positioning your company as an expert. There are many ways to show that you are an expert. For example, speak at conferences, collect materials for books or brochures, write articles and reviews, make forecasts, organize seminars. At the same time, try to get around your competitors and always put a copyright icon!

- Answers to frequently asked questions. It is not enough to write in the promotional material the opening hours of your company. It is much more efficient to arrange this information as an answer to the question “When can I contact you?” Answer only those questions that you are really asked, do not try to invent non-existent ones. Answers should be clear and simple, if necessary, they can be divided into categories of clients. The main thing is to allow buyers to ask questions constantly and update information;

- Making the most of your resources. So, nothing can stop you from advertising on a window, on a company car, ordering a sign, leaving your business cards everywhere, posting ads ... There are many ways, it remains to understand which one is right for you and will attract your customers;

- spending the day open doors. You need to set a date and invite existing and potential customers to visit your office or store. It is very important to think over the theme of this event and develop options for entertaining guests. You may want to read presentations to the audience or have a Q&A session. In any case, after the end of the event, call or write to customers and express your gratitude. But pay attention to two points. First, Monday and Friday are not better days for open doors. And secondly, people are very fond of receiving gifts, so give visitors your souvenirs (pen, notepad, magnet, etc.).

Chapter 6

The Internet provides an excellent opportunity to contact customers at any time of the day, and if you are still not on social networks, it is not surprising that the level of sales in the company leaves much to be desired. Activity can manifest itself in different ways:

- blogging. Its advantage is that employees can post informal information, one that is not usually placed in official documents. Recordings can also be discussed - leave comments, which will already create a dialogue with readers (here, however, it is worth taking care of moderation). A blog shows customers that you are open and up to date. You can update it at least every day - you get a kind of diary of your company. And if you started blogging, don't abandon it, clients will not appreciate such a move. Use visualization, always stay in touch, hold contests and polls, ask readers for help, etc.;

- usage emails. They must have a signature, including the name of the sender, position, phone number, address of the company's website and blog, office address, as well as a special offer (that is what will sell). Make sure that the signature is small and does not load the mail. All data indicated in it must be up-to-date (links and phone numbers are working);

- distribution. This technique is called e-mail marketing, and it's not spam! Subscribers have the full right to unsubscribe from the mailing list, and to those who exercised this right, you should not send anything else. It is very good if only one employee signs the mailing list, because it is much more pleasant for the recipient to realize that he is dealing with a real person, and not with a robot;

- creating a group in social networks. Moreover, such a group may well replace the company's website. The main thing here is to respond to comments in a timely manner and constantly update information. Write about your promotions, publish news, upload photos and videos. All this does not require any Money, but with proper organization it will bring a powerful response from the audience. Be active on several social networks at the same time and post links to other sites in each, introduce the ability to subscribe to the newsletter.

Chapter 7. Employees

Forgetting about the staff is an unforgivable mistake, because these people bring money to your company. There are also several tools here:

- showing interest in their own employees. It is they who can give you a lot of new ideas, so you should ask their opinion on how to improve the work of the company. Don't stop people from approaching you as a CEO, encourage people to brainstorm, run contests with prizes. Prizes, even intangible ones, are very motivating, and the more valuable they are, the more people will respond to the idea of the contest;

- The holding of trainings. It is not necessary to invite someone from outside for this. Employees themselves can educate others and talk about the intricacies of sales. Be that as it may, people in your company should always learn and move forward, because there is nothing worse than stagnation, including in the minds. If some employees work in other cities, record the training for them on video - everyone should have access to it. And, of course, lead by example and speak for yourself!

- creating a library. Books are a source of knowledge, and you must have them. Think about what might be important and interesting to employees, and purchase business literature. Ask people what they learned from books, what ideas they found most effective, and what they think can be implemented in the company. Create a small reading circle where everyone can express their point of view. The topics of the books should be broad. The narrower the specialization, the fewer employees will be interested in it;

- encouraging humor and Have a good mood. When people are happy, they succeed, so an optimistic mood should always be maintained in the office. Do not be afraid of jokes, allow employees to bring a holiday to workdays. Let them use stickers with funny messages, send funny letters to each other ... Tell jokes yourself! Smiling plays an important role in the workflow, and even statistics confirm that companies that laugh more often increase sales.

Chapter 8

- getting to know the editors of publications you are interested in. This is a very useful connection that is really worth making. Tell these people about your business, share the news. Be useful to the editor, and he will certainly be useful to you. At least the fact that they can place material about you in the publication - and this is already a lot;

- maintaining a column in the publication. Both parties will benefit from such cooperation. The main thing is to do your job competently (not a single editor, for example, will miss direct advertising). When your articles are published in magazines and newspapers, you automatically begin to be perceived by readers as an industry expert. Of course, it is difficult to constantly stay interesting and write new materials, but the result is worth the effort. Before printing, it is better to give articles to friends or clients for judgment, and after agreement with the editor, texts can be posted both on the site and in social networks;

- speaking at conferences round tables etc. All that is needed for this is constant monitoring of city events. It is not so difficult to become a speaker at them if your topic of speech fits the theme of the conference. Participation in it will bring you new acquaintances and give you the opportunity to express yourself and your company. It is important to take into account the rules of the event, not just broadcast monotonously, but provide listeners with practical advice. Do not get carried away with stories about personal successes, but quickly get to the point. The best way to tell about you is your business card (which by this time has probably become ideal). Do not give direct advertising, mention your company in passing, without focusing on purpose. Be sure to listen to the other participants, ask questions, and answer those that are posed to you. Also remember that the title of the speech should attract listeners. And never repeat exactly the words written on the slides of the presentation (which, by the way, should in no case be drawn out - ten slides are enough)