Three topics to discuss at your 2008 planning session

Three topics to discuss at your '08 planning session>

There's one calendar quarter to go - time to congratulate everybody on a good year so far, perhaps add a short pep talk and maybe do a little fine-tuning to assure the finish is strong. Or, if the numbers are lagging, there's still time to make adjustments that can add a bit of luster to an otherwise dull year.

But this also is when you and your advisors should put some serious thought into 2008. Good years don't happen by themselves.

To help get your '08 discussion moving, here are three items to include on your business planning agenda:

• Build the core. There are two approaches to discuss: What to do to keep present customers on board, and strategies that will encourage them to buy more of whatever your business sells.

Start by making certain your best customers get extra attention. Plan a series of one-on-one thanks-for-your-business lunches. Make some how-can-we-help-you-be-more-successful phone calls. Create a "Looking Ahead Seminar" that you host for customers and that features a presentation by, for example, a name local economist or business expert.

The next step is to identify three or four customers where your company has the best growth opportunity, then develop individual strategies that will position your business as part of their strategic process. The goal is to become a more essential partner to your most important customers - to embed your company in their success.

• Expand. Growth might be as simple as extending your landscape company's service into the next county - perhaps by buying a struggling competitor (and its customer base), perhaps by opening a branch in a territory where you've identified potential and no serious competition.

The new territory could be across the country or in Lake County.

Expanded sales also can come from introduction of a new service or product line - which, in fact, could be an enhanced and repackaged version of a service you already offer.

• Put your business in front of the marketplace. Publish an e-newsletter that you send to a pre-developed, opt-in list (not difficult to create) every four weeks or so. Two short articles that together may total 500 words are enough. Constant Contact (www.constantcontact.com) has templates anyone can use and can manage the e-mail process.

Talk to your trade association about speaking opportunities at industry seminars and conventions. Suggest a list of topics that match your expertise, but stay away from self promotion. Your podium presentation at the convention will brand you as someone who is knowledgeable and trustworthy - and will help the sales door swing open more easily.

Think about trade shows. Floor space, an actual booth and sales materials that connect your exhibit to your products can be costly, but a well-planned trade show strategy can pay off big time - even for smaller businesses.

JKendall@121MarketingResources.com.