Ellis Communications, L.L.C.

Two-Minute Warning!  Year End Is Approaching!
Smart Retailers Will Use Holidays for Business Development

            When the two-minute warning horn sounds in a basketball game, players know they need to put in extra effort before the clock runs out.  Listen up nutritional retailers, your two-minute warning is only moments away.

            "When November rolls around, retailers’ thoughts turn to the holidays and what hopefully will be a crush of sales," says Martin R. Baird, president of Phoenix, Ariz.-based Nutritional Marketing. "No one gets much done the last two months of the year except ring up the cash register, right?  Actually, the waning months of 2002 are a great time to rise above the holiday rush, reconnect with your customers and start growing your business for next year."

            Baird offers the following five tips for making the most of the time that’s left before the new year.

Number 1 - Make two strong contacts with all your customers before the end of the year.  "You can use snail mail, e-mail, faxes, phone calls or carrier pigeons," Baird says.  "The important thing is not the means but, rather, the simple act of making those contacts."

Number 2 - Make one of those contacts a "state-of-the-union" letter.  "What is your perspective on what’s happening in the nutritional market and what do you see going forward?" Baird asks.  "Let your customers know.  Take a leadership position.  Show them you are still the expert to turn to for their health and nutritional needs."

Number 3 - Set one major goal for the last four weeks of the year.  "Set a goal for customer meetings, prospect meetings or sales and do what it takes to surpass that goal," Baird says.  "Exceeding a goal in the final weeks of the year helps you establish the momentum you need going into the new year."

Number 4 - Get a jump on the competition.  "Whether or not this turns out to be a strong holiday season, most retailers will be focused on nothing but sales," Baird notes.  "Pay attention to your sales but also think ahead and get out there and find new business."

Number 5 - Communicate more than ever.  "With the uncertain economy, the bear market and worrisome world events, customers and prospects may not expect you to reach out to them," Baird explains.  "Impress them by staying in touch more than ever.  They need and want your expertise."

Nutritionalmarketing.com is the premiere Internet-based source for free marketing advice, information and tools for self-driven, success-oriented nutritional retailers who are demanding information that helps them market their business, meet the needs of their customers and increase sales.  It offers such services as a free weekly electronic newsletter, free reports on how to conduct different kinds of marketing and evaluation of retailers’ marketing materials that is provided at no charge when the critique is posted online for all nutritional professionals to read.  Nutritionalmarketing.com also offers an electronic forum where retailers can learn from each other by discussing common problems, sharing ideas and gaining new insights from their peers. 

Nutritional Marketing may be reached at 480-991-6421.