smallbusiness.co.uk: Helping your business think big

Effective marketing is crucial to the success of any business. There are a multitude of marketing channels, either direct to the customer or through an intermediary. Your decision should be based on your knowledge of your customer base and of how they would prefer to hear about, and buy, your products or services. You will then need to weigh the costs of each channel against the benefits it will bring.

Most businesses sell to customers direct. Methods include selling face-to-face, direct mail, telesales and e-commerce. Selling face-to-face is the most expensive sales method, and is best for high-value sales whereas direct mail and telesales are most cost-effective options for lower value products.

Selling via your website can be the cheapest method but does require an initial investment in your e-commerce capabilities.

Alternatively, you may choose to focus on selling your products and services via intermediaries. For example, persuading retailers to display your product prominently. If you are breaking into overseas markets, consider using an agent. Contact the British Agents Register on 01423 560 608 or visit their website at www.agentsregister.com or contact the Manufacturers Agents Association on 01582 767618.

Another option is to join forces with other businesses to boost your sales effort. For example, related, but non-competing, companies might share customer information. And never underestimate the benefits of word of mouth and customer referrals to generate new business.

For more information about marketing on a budget click here or visit www.businesslink4london.com to find out how to build your customer base through marketing and sales channels.