Robert Gerrish

Flying Solo

Robert is the founder of Flying Solo, Australia’s micro business community and co-author of business bestseller, Flying Solo: How to go it alone in business.

He's been a business commentator on ABC Four Corners, A Current Affair, Sky Business, Fairfax Digital, 2UE and ABC Radio, records a weekly video blog for CBS Interactive and presents regularly at conferences. He lives in Sydney with his wife and son.

Online Success

Direct the traffic

Directing traffic is a key element of a successful online business – make it easy for customers to find what they need – fast!
At any step of the way, customers know where to look, where to click and where to buy.

Monitor online behaviour and adapt

Don't just create a website and leave it aside
Make the most of website analytics. Monitor customer behaviour and adapt your site to suit their needs

Be reliable and consistent

Make sure your website works well and doesn't have any bugs
It only takes a small inconsistency on your site or in the sales process to create doubt in your customer's mind

Target your message

Make sure the language on your website (and customer communications) is clear and straightforward, and speaks to your customers. Say what they want to hear and what they want to know.

You've got to stand out

It takes a lot more than bright colours to stand out online. Stand out through branding, service, content, packaging, pricing, delivery speed – ideally a combination of all!

Marketing

Daily actions

Block an hour every morning to focus on marketing activities. For example:
- Tell at least one person per day what you do, who you do it for and the outcomes of your work
- Add the name of at least one potential client to your prospect list
- Add one more personal detail about an existing client to a personal profile database
- Send one letter/one email/make one telephone call to a new contact

Weekly actions

Follow-up new contacts and relationships you've made during the week
Set aside time to make phone calls to new prospects
Ask customers for feedback regarding your services/business
Research your competitors and see where your 'point of difference' lies. When was the last time you really looked into what those around you are up to?

Monthly actions

Monthly actions can be a time for summarising and looking at more far reaching strategies.
- Review your website; business stationery; email signature etc.
- Most importantly, every month make voice contact (either in person or on the phone) with the people who really support and encourage your business. These people are your advocates - in effect, 'silent salespeople' for you. Think of them as your marketing team