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• The Self-employed Worker
• Self-appraisal
• The Action Plan
• Seven Pieces of Advice from Self-employed People
• Self-employment and Taxation
• Tools for the Self-employed
• Marketing
• The Ergonomic Workstation
• Insurance Coverage
• Eight Steps to Successful Transition

Isn't marketing reserved for big companies?

No. In fact, it is necessary for all businesses as well as the self-employed, to invest in marketing.

Let's start by demystifying marketing.

Clearly, the goal of all businesses is to sell a product or a service and earn income. To do that:

• The product or the service must meet the client's need or wish; and
• The client must want to do business with you.

The main purpose of marketing is to create this type of environment. Therefore, the steps you take to find, satisfy and establish loyalty with your clients is in fact marketing.

What steps do I need to take?

All you need to remember are the "4 Ps" of the "marketing mix"", as it is often called. The basic elements of any marketing strategy include:

We often refer to the "7 Ps", which are simply a more precise division of the elements. The importance lies in understanding the concept and to make the links between your product or service and the client's needs.

The product : should answer the client's needs or wishes.

• Know your product or service on the one hand and, on the other, know your clientele well so that you know how to reach them.

Positioning should to be considered in terms of the client's ideas and the markets.

• Have a clear perception of the client and establish whether they are low-end, middle or high-end.
• Find the element that distinguishes you from the competition.

Pricing should be fair and reflect the positioning.

• A client looking for a high-end product will not buy the cheapest one on the market.

Caution: Cutting prices to capture a market risks annoying established competitors, who are more able to absorb losses until your business fails.

Promotion : Get yourself known.

• Advertising
• Business networks
• Personal contacts

Participate in activities organized by the Chamber of Commerce and other groups. Talk about your business with those around you, in your family or with other parents at your child's soccer game.

All this may appear somewhat complicated but it really is simple. All you need to do is:

• Create a climate of confidence so that the client will want to do business with you;
• Learn from your own personal reactions - use what works for you and avoid, like the plague, all that raises doubts.

Several small gestures can help us to gain the confidence of a potential client.

• The way you answer the phone: A child who answers the phone is cute. However, a potential client might wonder if you'll be available should a sudden family emergency come up.
• How prompt you are to respond: If you take 48 hours to call someone back who wants information, chances are that, by then, that person has already found what she was looking for!
• How you dress, accessories, hairstyle: The image that you project to a group of business people is crucial. A neat appearance always inspires confidence.
• Hand shake, body posture: A firm, honest hand shake, a straight back with a head held high are signs of a confident person.
• Pay attention: Look at the person you are speaking to in the eyes. That person is your focus and you should not be ashamed of what you have to offer!
• The state of your business materials: Creative design is not the only thing that counts. A properly centered letter creates a stable image and demonstrates a certain attention to detail.

Two books to read:

Marketing gagnant pour petit budget, Marc Chiasson, Transcontinental Editions, Montreal.
Marketing strategies are presented and explained in the simplest way possible!

1001 trucs publicitaires, Luc Dupont, Transcontinental Edition, Montreal
Mr. Dupont offers good useful tips on how to do your own advertising if your budget does not allow you to hire experts.