BAPC Leader Spring 2021

SPRING 2021 — BAPC LEADER 6 It seems to me though that after a year of tumult and challenge we really have two choices as business owners or managers. The good news is that it will not be the multinational giants, the conglomerates, the banking sector or the other financial institutions that will get UK Limited back on its’ feet. It will be the likes of our franchisees at the Bardon Group and the five million SMEs that are the engine room of this country – the beating heart of the economy. However, aspiration and a can do attitude won’t help turnaround the damage that has been wrought to the economy and our businesses, so the second option is that we need to really focus our efforts on getting ‘business fit’. To help break down such a broad-based goal, I have come up with an acronym that sums it up: PASSAGE. Preparation Successful businesses, long-lasting businesses, robust businesses are businesses who are prepared and every day its leaders work to get on the front foot and shape the passage of their business, rather than allowing it to be shaped passively by external events. Inmany cases getting business fit simply means getting back to basics – reminding ourselves what drives success, looking at the key ingredients and being prepared to invest time and effort into the basics. Activity In my view, a successful business is essentially about four main things: identifying customers, getting customers, keeping customers and growing customers. Use your in-house skills and send them all creative print packs that showcase your work and give them keep sakes such as promotional merchandise from mugs to woolly hats that keep your brand in their minds-eye. The BAPC has a fantastic member, The Magic Touch, who can be a huge help to you in this area in terms of advice and support. A key part of this mission today is also your digital voice. I am no expert on its mechanics, but what I do recognise is that social media is here to stay and used correctly can extend your voice to areas traditional marketing cannot do for the same levels of economy. The BAPC does have expert talent in this area at its disposal however, so get in touch via brendan@bapc.co.uk to access free consultancy. Strategy For many years at the Bardon Group we have embraced the ABCD approach to marketing strategy and it is one our franchise members have also successfully implemented. Since March we have endured strange times, woeful times, anxious times and these are certainly unprecedented times. But Nigel Toplis, CEO of the Bardon Group – which owns the Kall Kwik and Recognition Express print franchises – argues we can still seize the day and prosper. Getting business fit is critical Nigel Toplis, CEO of the Bardon Group, argues implementing his PASSAGE system is a good grounding to assist in recovery across 2021 and beyond: Preparation Talk to your current customers, don’t assume you know what they need Activity Create a plan for how to acquire new customers and then grow their spend with you Strategy Drive awareness of your products and services, prospect for new customers, strengthen your brand value and develop key accounts Structure Create a plan of activities focussed on business growth that extends 12-months into the future and covers every aspect of your operation Account (customer) contact Success is built on customer relationships and it is your understanding of their company that gives an edge Grunt Get back to the basics of using every networking avenue on offer, whether its business groups, trade associations or events. Get out there and build your business pipeline. Ecommerce To thrive in 2021 and beyond it is critical that your customers can specify, order and pay for your products and services online. Business will not just start up again like magic after lockdown; we can’t expect customers to simply return as a matter of course; we won’t be able to pick up where we left off as if we’d had a holiday