Small Business Saturday Blog

Get your business on the High Street with a PopUp or Shop Share

Thursday, March 12 at 13:20Marketing | Sales | Start-Up Support

We're seeing 40% monthly increase in the number of days small businesses are booking to pop up through We Are Pop Up. Its gone from being something used only by the more fringe, creative community or high-end brands, to something that any size of business can now access to grow their business and raise their profile. Our mission is to make finding retail space instant, easy and accessible to everyone, whatever their business size or sector, so it's very rewarding to see that small businesses can, and are popping up.

Are landlords becoming more accommodating of PopUps? 
Certainly they are more aware of PopUps as a possibility for their empty space. For many landlords, PopUps have become a viable option, now they are able to find and book tenants quickly and easily online. We are even seeing landlords who favour short term over long term, which is really exciting for us. That said, there’s still work to do to make the case to all landlords!

What is ShopShare and how does it differ from a PopUp? 
With ShopShare retailers can rent part of their premises - from a rail or window display to an entire floor. It gives emerging brands the chance to be stocked in an existing shop with an established customer base, without the need for fit out costs. Brands can test their product or concept in an up-and-running shop, at low cost and low risk. It's totally flexible - they can book a prestigious space for a short period, or an emerging space for a longer stay. Brands and shops can 'curate' an experience. For example, brands can pick a shop that matches their brand, or go for a contrasting 'brand clash' to create a unique pop up. If the collaboration is going well and both sides are happy, it's easy to extend the booking.

How much should a small business expect to pay for, say, a one week PopUp or Shop Share? 
Prices vary hugely but with ShopShare we've tried to create a low-cost entry point for small businesses. For a one week ShopShare, prices start at £1 per day, but the average is £15/day so expect to pay about £105/week all expenses included. For a one week PopUp, it depends on the location and size of space - we have small businesses clubbing together to share large spaces, or some taking on a full space for around £700/week.

What are your top tips for making a success of a PopUp? 
Pick a space to suit your brand and concept - this can be where your customers are, or test out new areas and find new customers.

Start promoting as early as possible. Have you told everyone where, when and what you're doing and invited them to your launch night? Keep in touch with your customers, fans and press and encourage them to help spread the word.

Think about the finances - have you priced your products appropriately, do you have your cashflow in order and do you have margins in your pricing to run discounts or promotions on launch night?

Experiment! Try, measure, learn. Pay attention to what's working in terms of sales on the shop floor and what's not.

Don't be shy. Talk to your customers and gather feedback about your products or service. Do more of the things they love, and improve what they don't.

The fortune is in the follow up: Collect customers' contact details in store and keep in touch with them about your news and promotions.

Do you think PopUps can save the High Street? 
At We Are Pop Up, we're passionate about vibrant and diverse high streets which reflect the local area. We're seeing wonderful examples of PopUps bringing communities together, like Feast Norwood. Also with ShopShare, we are seeing independent retailers use it to top up their revenue by hosting pop ups in quieter seasons. Those pop ups tend to grow and go on to take on their own space, so whilst it's not the only saviour of the high street (I could talk at length about business rates reform and out of town shopping centres but I won't here!) we know that it is a powerful tool. Today, we're inviting anyone who cares about their high street to get involved by inviting their favourite shops to ShopShare: https://wearepopup.com/r/partners/ and help the next generation of retailers.


By Abigail Freeman from We are Pop Up. Hear from Abi and other experts and small businesses on 18 March at a ‘How to do a PopUp event’ with small business network Enterprise Nation

3 Positive Impacts Marketing Automation Can Have on Your Small Business

Thursday, February 26 at 12:35Marketing | Sales

Marketing automation is technology that allows you to nurture leads through automated campaigns. It helps you build on your existing marketing efforts such as CRM system and email marketing to produce superior results and help you secure more customers.

#1 Efficiency

In a small business environment, the most precious resource is time. Your sales department (or you!) will need to produce the most high-quality leads, nurture them and help them through the sales process in the least amount of time. By automating sales and marketing campaigns, your organization can take the manual work out of crafting each individual email.  You can create an automation campaign in a few hours and then let it run on autopilot and do the work for you. Marketing automation helps your business become better-organized and more efficient.

#2 Supercharge your sales cycle

Marketing automation can save the sales people a lot of time. For a sales person, there’s no bigger waste of time than chasing down a lead that isn’t ready to make a purchase yet. Marketing automation takes this out of the equation by nurturing the leads for you.

A carefully crafted and well-timed automation campaign, send the lead the correct content just when they need it.

In addition, marketing automation can help you avoid sales leakage aka potential customers dropping off the sales cycle before they have made a purchase. While it’s not always possible to eliminate all sales leaks, incorporating marketing automation in your onboarding process will help your sales team and your business significantly outperform businesses who simply give up on leads once they’ve dropped off.

#3 Generate more revenue

Ultimately, marketing automation is a tool, that if used right, can more than pay for itself. Here are the official numbers:

Businesses who’ve adopted automation enjoy higher return on their marketing investments and 451% increase in qualified leads. (Source: The Annuitas Group)

Company experiences with sales and marketing automation enjoy an increase in revenue by 77% and 53% higher conversion rates

Marketing automation is a relatively new technology, but it offers many opportunities for business growth, enabling small companies with limited resources to compete with larger organizations. Because the features of marketing automation extend well beyond those of email marketing, so do the benefits. By integrating your website, CRM, and other tools, marketing automation not only saves time, but also makes your efforts more effective bringing you tremendously better results.

About the author:
Didi Zheleva is a Content and Digital Marketing Executive at InTouch CRM - a web based sales and marketing software provider. We believe that good marketing doesn't need to be too costly or too complicated! 

Overcoming a ‘NO’ in sales

Wednesday, February 11 at 17:31Customer Service | Sales

Overcoming a ‘no‘ in sales. Ok, we’ve all been there. We give it our all in what we think is an awesome sales pitch. We think the deal is done but then word comes back. The client wasn’t feeling it, so it’s a ‘no’.

All of a sudden every ounce of confidence you had in your sales strategy is out of the window. Questions float around your head… ‘Did I say something wrong?’, ‘Did I give the wrong impression…’, ‘Did they just HATE me?!’

Slow down.

Before you go off on a tangent and starting to pick your very existence to shreds, get your head around these tips that will help you to overcome a ‘no’!

It’s not about you, it’s to do with your offering

I can promise you, the main reason that a sale doesn’t go through is not to do with your appearance, way of talking or other personal attributes. It’s predominantly because they don’t need your offering enough at that precise moment in time. Maybe you haven’t tapped into their pain points in order to stress why they need it. But, a ‘no’ isn’t a no forever, so plan to revisit that customer in a few months or even a year’s time as their circumstances may have changed and what you are offering may suddenly become the right fit, or you will have improved your sales technique and be able to tap into why you’re product is right for them better than the first time you tried.

Think about how many times you meet someone at a party who tells you they’re a mechanic, for instance. At that point in time your car may be smooth sailing with no problems whatsoever, but a year down the line they may be just the person you need to call because you’re in enough pain for it to make sense (i.e your car has broken down)! Build rapport with that customer during your initial meetings so that they will want to come back to you, and work on your technique in the meantime.

Use it as a lesson

To delve in a little further, what is the feedback telling you? If you haven’t gotten any, make sure to ask (in a non pushy and friendly way) for some feedback... the reasons the client didn’t take up your offer. Ask questions such as

‘What didn’t work for you?’
‘What did you specifically like?’
and ‘What could I have done to make it better for you?’

What is to learn from the results? By the way, you don’t need to agree with the feedback, just take it graciously and see what can be learnt from it. Don’t place blame on your customer, make excuses or get defensive. Look at how you can improve your sales strategy. Could you sharpen your message? Tune into their needs and pain points more? Make notes and use these as guidelines for future sales opportunities.

Remember, there’s no such thing as failure, only feedback!

No-one converts at 100%

Before you go putting yourself down or passing blame on to the customer, remember this. No-one converts at 100%. Not even the most successful sales people with the best sales strategy on the planet. Not even the Wolf of Wall Street himself!

Every sales journey has it’s ups and down, as with life, so don’t pressure yourself to close every sale. Work on improving your ability to tune in to your customers exact needs.

Has that cheered you up a bit?!

By Leigh Ashton

Leigh Ashton is the sales guru and co-founder of Sasudi.com, a new platform which gives small business owners the training they need to overcome their sales setbacks.


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