EB: What was your education and professional experience?  Were they helpful to starting your businesses?

Kristin: My passion is writing, thus I majored in English/Literature in college.  While in college, my hobby was writing on dating and relationships.  My hobby evolved into a blog and e-newsletter, www.loverelationshipsandmore.com that flourished into an interactive community where women discuss problems, ask questions, or get advice.  This was the birth of Marquet Publishing.

Then after college, I could not find a writing job that paid enough, so I changed my plan and researched jobs that would enable me to write while making decent money.  It took some time, but I eventually landed the role of the head of marketing for a law firm.  After the firm gained media attention from the website, articles, and press releases, other non-competing firms noticed and hired me to freelance for them.  After a year, I left the firm and worked as a consultant while I created my pr company.

EB: When did you establish your businesses?

Kristin: I established Marquet Publishing in 2005 and Marquet Communications in 2007.

EB: How did you decide to start your business?

Kristin: Prior to starting my fulltime business, I worked in the legal and consulting industries but between the politics, 8 to 5 routine, and travel the corporate world was not for me.  I wanted to be in control of my own destiny.

EB: You have an interesting niche, why did you choose to serve the beauty industry?

Kristin: I’ve always loved skincare, hair care, and cosmetics.  I’ve always been fascinated with organic anti-aging creams, mascara and eye liner products.  I love how make up and hair care products can enhance our natural beauty or can reinvent us completely.

Before pursuing the beauty niche, I scouted my competition and discovered that most beauty based pr firms specialized in the beauty, fashion, and lifestyle industries, not only the beauty industry.  Since most firms don’t specialize in just the beauty market, I am building my brand in that niche.

EB: How did any outside advisors make a difference in your company?

Kristin: My father always said, study the most successful people in your industry and model your business after what they have done.  That is what I did exactly.  I studied similar companies, took the best of what they have done and adjusted it to fit my company mission.

EB: Tell us about your two businesses and the products and services they provide.

Kristin: Marquet Communications, www.marquet-communications.com offers public relations, branding, interactive media, and copywriting services to beauty businesses.  It doesn’t matter whether it is an email campaign or a print advertisement, we do it.  We work with clients one on one and give them all the tools they need to be successful in marketing.  We also put together a blog http://businessmarketingsolutions.wordpress.com for entrepreneurs.

I am in the process of developing an e-book Crush Your Competition by Squashing Your Competitors, Rising Above and Becoming the Number Choice to Consumers (available late June).  It is a blueprint to marketing a successful business. We also offer strategic, tactical marketing and general business plan templates to help new and established business owners through every step of the planning process.

Marquet Publishing publishes a blog www.loverelationshipsandmore.com and electronic newsletter covering everything from dating to relationships.  We also offer affiliate products through our electronic newsletter.

Later this summer, I am publishing the book Why is He into Her and Not Me: the Smart, Sexy, Sassy Bitch’s Guide to getting what She Wants from Men and Relationships followed by the re-releases of Her an inspirational coffee table book, 600 Things Women Do that Annoy Men and 618 Things Men do that Annoy Women.

EB: What do you find most rewarding as an entrepreneur?

Kristin: The flexibility, financial freedom, and challenges are most rewarding.  Don’t get me wrong though, things were not always easy.  I’ve been pushed down and discouraged, but have learned that the most successful people are determined.  I would read inspirational books such as Think and Grow Rich by Napoleon Hill or The Road Less Traveled by M. Scott Peck or anything else that would lift my spirit.

EB: What would you consider essential for a business owner to keep in mind, when hiring a communications company?

Kristin: For any business owner in the market for a communications company, ask these questions:

Does the firm have expertise in your field? Does the firm have media contacts in the areas in which you specialize (i.e. if a financial services company is going to hire a communications company to position the owner as an expert, does the firm have contacts at The Wall Street Journal, Forbes or other trade publications)? How big is the firm?  How many people will manage the account? Will the firm work tirelessly to get you adequate exposure? Will your account manager be accessible and responsive?

EB: What advice would you give an aspiring entrepreneur?

Kristin: Research your niche.  Make sure a viable market exists for your product or service.  Be patient because the business development process is slow.  Planning is a must for success.  Find a mentor.  Take courses and study successful people in your niche.

EB: This issue of WomenandBiz.com’s theme is “Wow Your Stakeholders.”  Would you have any advice on how women in business can exceed their clients’ expectations?

Kristin: I believe in under promising and over delivering results.  Being accessible and responsive to your clients is a must.  Showing client appreciation and thanking them for conducting business with you make them feel valued.  Going the extra mile and increasing their bottom line are all ways to exceed client expectations.

EB: What are your plans for the future?

Kristin: I see Marquet Communications evolving into an interactive branding firm over the next few years with a full resource center; one stop shop for small business.

I see Marquet Publishing evolving into a comprehensive e-zine for women.  We will offer advice on careers, health, fitness, fashion, and beauty as well as clothing, footwear, accessories, cosmetics, skincare and hair care products.  I have the vision of creating a one stop shop for women.

EB: Are there any other questions you wished I had asked, from which you feel WomenandBiz.com’s readers could learn valuable lessons?

Kristin: A final thought: Even the most successful business owners encounter obstacles.  Develop a strong support structure, keep inspirational resources handy, and keep your eye on the prize – whatever your final goal is.  For each milestone you hit, reward yourself.

For more information about Kristin Marquet and her businesses, please visit www.marquet-communications.com

Recession doesn’t have to mean a drop in income and nothing to do. For the creative entrepreneur, there are many ways to boost income even during the toughest of times. Try one – or even better, a few – of these ideas in 2009, and set your business up for success.

Network

Networking is usually a fun, inexpensive and effective way to meet and build relationships with prospective clients. Invest in classy yet distinguished-looking business cards, and hand them out to as many people as you can. Be friendly and courteous to everyone you meet. Attend networking events and gatherings, and be a Type A personality.

Show Off Your Expertise

Having your business name mentioned in the right type of media can result in a huge boost. Consider writing an article for an industry publication or, if writing isn’t your forte, hire a ghostwriter to do it for you. Let relevant media people know that you are available for last-minute television or radio appearances, should they have a cancellation. Hold workshops or speeches at conferences.

Nurture Your Business Relationships

I’m sure you’ve heard the saying that it is much cheaper to keep an old client coming back than to recruit a new one. During times like these, your existing business relationships become more valuable than ever. Make sure your clients know how much you appreciate them. Send them birthday cards, holiday greetings, and thank you notes. If you cannot afford to buy cards, e-cards, too, can do the trick. If some or most of your clients are local, consider throwing a cocktail or dinner party for them. If you hold it at your house, you can keep costs down while adding a personal touch!

Get Involved in Your Community

Offer to speak at a community gathering, free of charge. Chances are, attendees will tell their friends, who in turn will tell their friends, and so forth. Never underestimate the power of word of mouth!

Volunteer for relevant events. Meet people, and have fun while you set yourself up to expand your business.

Manifest and Stay Positive

Lately, many people have encountered a lot of negative energy. When everyone around you is either trembling with fear or wallowing in self-pity, it takes a lot of strength to keep your spirits up. But try! Sit down and dream up a best-case scenario for your business. Keep focusing on that. You will find that when you maintain a positive attitude, great things come your way!

If your business slows down, don’t let it bring you down with it. Instead, think of the extra time as an opportunity to focus on marketing. By using the tips above, you can boost your business income in 2009.

A couple of years ago two large wine stores opened up in my town. In that same area there were already 3 other stores within about a five-minute drive. I wondered how all of these stores would survive in a small, yet densely-populated suburban area. Right now one of the larger stores is on the verge of closing, and the other new store seems to be doing a brisk business. What was the difference? The last time I went into the more-successful of the two stores, the employees all went out of their way to greet me. The cashier was friendly and the entire experience was very pleasant. They decided to let everyone who walked in the door know that it mattered that they were there.

When it comes to pleasing your stakeholders, it’s not just your investors, or partners or bankers. You have to go out of your way to let your clients and prospects know that they’re important. That also includes honoring your commitments, paying attention to your client’s wants (which may not be the same as their needs) and giving them value.

Some business owners feel that cutting back on prices is a way to keep business coming in the door – or keep it from leaving. The downside is that price cuts can only last so long. You have bills to pay and expenses to meet. Cutting back on your worth will not be a sound business strategy for very long. Besides, those prospects who buy on price won’t stay because you lower it. Instead of putting yourself into that no-win situation, give your current clients more service and make them happy to keep coming back.

So what are some ways to boost your customer service?

• Ask your clients what they want – don’t assume that you know.
• Make contact with your clients, face-to-face or by phone. Set aside a time to check in with them just to see how they’re doing.
• Think out of the box for ways you can implement new services or products. Don’t just follow along with what everyone else is doing.
• Stay enthusiastic about your business. If you’re frustrated or afraid you’ll create a self-fulfilling prophecy.
• See if you can freshen up your marketing or use different ways to reach out to your clients and prospects.

Right now a lot of business owners are pulling back or thinking in negative, defeating ways. The business owners who find new ways to delight their clients and prospects will continue to build their businesses or discover new revenue streams.

In any economy and especially today, it is important to consider everyone involved in your business, and to take steps towards satisfying their needs. Here are a few tips we suggest you consider:

• Shareholders/Partners: Invite your partners to understand how the business is doing and work together to create strategies to move forward.

• Vendors/Suppliers: Your vendors need your business as much as you need their products and services. Make sure you pay your invoices on time, and if for any reason you will not be able to do so, negotiate with your vendors a payment plan that you can afford. Be honest and upfront of your situation, and most likely than not you will get a better deal.

• Employees: As much as you can, continue investing in your employees’ development – offering internal training and registering them to attend courses relevant to their position and interests. Understand your employees’ career goals and how your business can help them achieve those goals. Empower them to serve your clients the best possible way.

• Customers: Now is the time to offer stellar customer service. Train your staff to take the extra step in helping your clients, to find out your clients’ real needs in order to satisfy them, to serve everyone promptly and with respect and a positive attitude. If you interact directly with your customers, make sure to make yourself available to listen and be there for them.

• You: Take the time to take care of yourself. When you are working 24×7, you might not have the energy to look at the big picture. Make sure you are on your schedule and do something you enjoy doing outside the business, every day of the week to keep you focused and energized.

Remember to take that extra step to remain competitive, retain customers, negotiate terms with vendors, and create opportunities for growth.