Mistake 7: Not spending enough on marketing and promotion

Avoiding: Spend between 3 and 6 percent of your projected turnover when you’re starting out; and 1 to 3 percent of your projected turnover if you’ve been in business for two or more years.

Mistake 8: Marketing only when you have time
Marketing only during the slow times means that you could end up with periods where you have no customers at all.

Mistake 9: Failing to present a professional image
The more professional you look, the more confident your customers will be that you can satisfy their needs or solve their problems.

Avoiding: Make your brochures and stationery look professional

Mistake 10: Underestimating the importance of current customers
Studies have shown it costs five times more to win a new customer than to ‘resell’ to an existing one.

Avoiding: Keep a database of customers and be sure your marketing plan includes tactics aimed at stimulating repeat business from these.

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