This is part of a series where you can learn about marketing from other small businesses.
In this interview with Heather Smith, the Principal of ANISE Consulting we learn how she effectively builds her customer relationships.
Heather thanks for taking the time for the interview.
First, can you tell us about your business?
ANISE Consulting was created in 2004 with the vision of supporting the accounting side of small business. ANISE is an star shaped spice, and I see the star as a symbol of an interactive network amongst the small businesses that I deal with. We give the small business owner guidance in setting up their system, so they can measure key performance areas, assist them in understanding what their reports mean to them, problem solve, train and support them generally in the accounting area.
Our clients range from the start-up operator, through to medium sized international businesses, which use MYOB software.
As we know our customer relationships are key for a successful business, can you describe how you build your customer relationships?
I love my clients and that my accounting skills can help them in a small way have a positive impact on their business cash flow, their lives and the Australian economy.
I naturally like dealing with people, seeing small businesses succeed and am fortunate to have a memory like an elephant. If something comes across my desk or I have written something that I think will be of use or relevant to them, I will send it to them in an email.
For example our local chamber of commerce has monthly networking breakfasts which I invite clients to. Also the Australian Taxation Office runs free information seminars, so I will actively let my clients know about them or if I think two clients would benefit from meeting I will actively introduce them.
The new government grant strategy for online business education could benefit some of my clients, so I forward them the information, and for every five I forward on, I will typically get a response, “hey thanks, can you come in and see me”.
I am also currently exploring the benefits of social media to further strengthen my customer relationships.
How do you generally gain new customers?
There are three main areas where I gain new customers from:
- MYOB Australia’s prequalified list of MYOB Certified Consultants
- Internet Search
- Word of Mouth
I find that prospective clients may initially hear of the business, and then come to the website to find out more details. A prospective client rang the other day, explained her problem to me and asked me to come and visit them. I listened and suggested she try a couple of things. She contacted me later that day to tell me that my suggestions had resolved her issues, and cancelled the appointment. I realise that I made no money from that interaction, and many may think that is stupid but it does lay the foundation for a future relationship.
What are the 2 or 3 key success factors that have helped grow your business?
I have always loved writing, and find it quite cathartic to write about what I have learnt during the process of growing my own business or assisting my own clients. I try to give away as much information as possible to assist a small business owner to run the accounting side of their business.
I am fortunate to have found several outlets, notable Flying Solo and MyBRC who regularly publish my articles.
Another area that has assisted me in growing the businesses has been adopting technology; through remote access and Skype I can connect to small businesses around the world and assist them with their accounting issues. Taxes may be different, but the role of management accounts is generally the same.
Finally, what 2 or 3 successful marketing activities have you implemented that could help other small businesses grow?
I think it is essential to have a business website and undertake SEO optimisation, either outsource it, or learn strategies yourself.
I would also encourage business owners to write about their areas of expertise, or interesting case studies and offer the articles up to relevant publication. Initially it is time consuming, and a learning curve, but there are a lot of publications looking for articles of substance.
Heather Smith is on a mission to improve the financial literacy of business through empowering the business owner to produce accurate and meaningful management reports in a timely manner. She is a Commerce graduate, an Ambassador and Fellow of the ACCA, an MYOB Certified Consultant, a writer and keen user of technology and social media. Her website is ANISE Consulting and you can follow her on Twitter @MYOBTrainer.
