Free daily advice for people in small business
from someone who has been there, done that.
There's just no doubt about it. Facebook is a godsend for small business.
More and more small-business people are using Facebook. It is a giant leap forward for an operation trying to grow. And it is so easy to use.
Example: The owner of a local landscaping business is driving to a job. He spies a clump of daffodils, the first flowers of spring. They are catching rays of sunshine as they nod in front of a stone wall. He stops, gets out of his truck, points his camera and snaps a close-up picture. A couple more clicks and the picture appears on his Facebook page. Customers smile as they sip their morning coffee, and they call the landscaper to schedule some work.
Facebook and smart phones are revolutionizing small business. The process of reaching out to existing and potential customers has become very easy, quick, and inexpensive.
Example: An attorney volunteered to speak to a local club. She specialized in helping businesses solve legal problems. At the end of her talk, she asked for permission to take some pictures of the audience--saying that she wanted to post them on Facebook. No one objected, so she snapped several shots of people sitting at rapt attention and uploaded to Facebook. Later that day, several people called, requesting appointments.
Pictures posted on Facebook need not be made by a professional photographer. In fact, a case can be made that stylized and doctored pictures don't work as well as those made by amateurs. You are capturing a moment that conveys a good feeling. And your business tags along.
Example: I know a gift shop owner who reaches out to artists and artisans, helping them find buyers for their works. The owner displays the works in her shop, but more importantly, she photographs each new item and posts it on Facebook. She receives dozens of items each week. and photographs each separately. Every day, new pictures go up--a piece of gold jewelry, a glazed pot, a painted silk scarf, a turned wooden bowl. Customers get in the habit of checking this Facebook page daily--and they tell their friends.
Pictures always attract attention. Pictures taken on the run, or in a meeting, or those of specific items you are offering for sale--all these can be used in small business.
If you are not posting pictures on Facebook, you are missing business opportunities. Do it.
Questions? Email me direct at AlWarr16@gmail.com and put BLOG in the subject line.
I am retired. I am not selling anything. Your privacy always respected.
Wednesday, April 30, 2014
Tuesday, April 29, 2014
Scary small print
Free daily advice for people in small business
from someone who has been there, done that.
Every one of us has done it. We download software, and we click the yes button that we agree to the terms and conditions.
The truth of the matter is we have not read the terms and conditions. We have no idea what's in the small print.
It is never a good idea to sign a legal document without reading it. Yet, we do it all the time. Software aside, how about a long-term lease for space?
Example: A business owner I know was so anxious to get her business moved into a more desirable location, she signed the lease without reading all the small print. Soon, she began receiving bills for electricity and natural gas amounting to more than the monthly rental. Both were used to heat the space, and the bills came from the landlord--not the utility companies. She had an expensive mess on her hands--with no way out but to pay.
Example: A holistic counselor rented a small office in a professional building without reading the fine print in the lease. Turns out the lease stated that this business agreed to expand into the adjoining office space as it became available. Several months later, the business next door suddenly vacated their space. The holistic counselor was notified that the new monthly rental would triple. Fortunately, this landlord was accommodating and let the holistic counselor out of the lease--writing a completely new one.
People in business learn quickly that a lease is a legal document. Signing a lease without reading it--and understanding it--can be dangerous. The danger usually lies in the scary small print.
Before signing to any legal document, it is a good idea to run it past an attorney. Language you and I use every day can mean something entirely different in court. Of course, an attorney looks for the legalities. You, as a business person, must look for the business aspects.
Questions? Email me direct at AlWarr16@gmail.com and put BLOG in the subject line.
I am retired and I am not selling anything. Your privacy is always respected.
from someone who has been there, done that.
Every one of us has done it. We download software, and we click the yes button that we agree to the terms and conditions.
The truth of the matter is we have not read the terms and conditions. We have no idea what's in the small print.
It is never a good idea to sign a legal document without reading it. Yet, we do it all the time. Software aside, how about a long-term lease for space?
Example: A business owner I know was so anxious to get her business moved into a more desirable location, she signed the lease without reading all the small print. Soon, she began receiving bills for electricity and natural gas amounting to more than the monthly rental. Both were used to heat the space, and the bills came from the landlord--not the utility companies. She had an expensive mess on her hands--with no way out but to pay.
Example: A holistic counselor rented a small office in a professional building without reading the fine print in the lease. Turns out the lease stated that this business agreed to expand into the adjoining office space as it became available. Several months later, the business next door suddenly vacated their space. The holistic counselor was notified that the new monthly rental would triple. Fortunately, this landlord was accommodating and let the holistic counselor out of the lease--writing a completely new one.
People in business learn quickly that a lease is a legal document. Signing a lease without reading it--and understanding it--can be dangerous. The danger usually lies in the scary small print.
Before signing to any legal document, it is a good idea to run it past an attorney. Language you and I use every day can mean something entirely different in court. Of course, an attorney looks for the legalities. You, as a business person, must look for the business aspects.
Questions? Email me direct at AlWarr16@gmail.com and put BLOG in the subject line.
I am retired and I am not selling anything. Your privacy is always respected.
Monday, April 28, 2014
Time to start
Free daily advice for people in small business
from someone who has been there, done that.
The time to start a business is now. It is never too early, and it is never too late. No matter your age or situation, today is the day to begin.
Teenagers and pre-teens are good at starting businesses. If nothing else, they have energy and attitude. These two traits will take them far.
Seniors have gained much of life's experiences. They know the value of persistence. They can turn a long-held interest into a business, avoiding the set-backs younger people might experience.
Adults between youth and retirement frequently change career directions and start a business. They are looking for more fulfillment than that they leave behind.
Example: I once helped a woman in her late 70s establish a new bagel house. She bought used equipment, rented a high traffic space, and in less than a year, she had established a thriving operation, selling bagels retail as well as wholesale. The key here was her drive and the excellence of her bagels. People came, they came back, and they brought others.
Example: A teenager came to me for advice on growing his business. He had spent years cutting grass, trimming shrubbery and doing yard clean-ups. He wanted to grow into a full landscaping operation after he graduated high school. I helped him do a business plan and he was on his way. It was an easy transition to grow into a business based on the customers and reputation he already had.
Example: A lady in corporate American left her office every day to hurry home. There, she pursued her first love--at her potter's wheel. After we talked a few times, she took early retirement and set up her own pottery operation. Her special glazes attracted early attention, and her pottery commands high praise--and high prices.
Anyone can start a business at any age. Never think that you're too young or too old or too locked into a career that no longer excites you.
Today is the day to begin. It's easier than ever to get that idea off the ground and running. The Internet makes it easy to reach out, far beyond your own community, tapping more and more people on the shoulder, and turning them into customers.
I wish that the Internet had been around when I first started out. "Yeah, Dad," my daughter would say. "Those were the olden days."
Questions? Email me direct at AlWarr16@gmail.com and put BLOG in the subject line.
I am retired and I am not selling anything. Your privacy is always respected.
from someone who has been there, done that.
The time to start a business is now. It is never too early, and it is never too late. No matter your age or situation, today is the day to begin.
Teenagers and pre-teens are good at starting businesses. If nothing else, they have energy and attitude. These two traits will take them far.
Seniors have gained much of life's experiences. They know the value of persistence. They can turn a long-held interest into a business, avoiding the set-backs younger people might experience.
Adults between youth and retirement frequently change career directions and start a business. They are looking for more fulfillment than that they leave behind.
Example: I once helped a woman in her late 70s establish a new bagel house. She bought used equipment, rented a high traffic space, and in less than a year, she had established a thriving operation, selling bagels retail as well as wholesale. The key here was her drive and the excellence of her bagels. People came, they came back, and they brought others.
Example: A teenager came to me for advice on growing his business. He had spent years cutting grass, trimming shrubbery and doing yard clean-ups. He wanted to grow into a full landscaping operation after he graduated high school. I helped him do a business plan and he was on his way. It was an easy transition to grow into a business based on the customers and reputation he already had.
Example: A lady in corporate American left her office every day to hurry home. There, she pursued her first love--at her potter's wheel. After we talked a few times, she took early retirement and set up her own pottery operation. Her special glazes attracted early attention, and her pottery commands high praise--and high prices.
Anyone can start a business at any age. Never think that you're too young or too old or too locked into a career that no longer excites you.
Today is the day to begin. It's easier than ever to get that idea off the ground and running. The Internet makes it easy to reach out, far beyond your own community, tapping more and more people on the shoulder, and turning them into customers.
I wish that the Internet had been around when I first started out. "Yeah, Dad," my daughter would say. "Those were the olden days."
Questions? Email me direct at AlWarr16@gmail.com and put BLOG in the subject line.
I am retired and I am not selling anything. Your privacy is always respected.
Friday, April 25, 2014
Future markets
Free daily advice for people in small business
from someone who has been there, done that.
Today's world is very different from yesterday's. And tomorrow's will be even more unrecognizable.
A degree of certainty is required for business to survive, much less thrive. Right now, your small business is caught up in a juggernaut of change.
Think of what's happening with energy. We are caught up in a big debate on energy sources, and who knows where it's leading us.
You and your customers depend on electricity. Without electricity, your computer will go dark. Without electricity, banks and supermarkets will close. You won't be able to drive your vehicle (gasoline stations close), you won't be able to cook meals or wash clothes (most appliances stop running), reaching out by telephone will be iffy (then your batteries run out). And your customers will be in the same fix.
Viable alternative sources of energy are still largely out in the future. Hydroelectric and nuclear plants are producing significant streams of electricity right now. So are solar farms and wind turbines--to a more limited extent, considering the need. Coal is being banned.
Where will tomorrow's energy come from? Like it or not, we are still in an age of oil and gas. And we will be for the foreseeable future. As coal is phased out, electricity generating plants are using more and more oil and gas. Luckily, this country has more proven reserves of oil and gas than all of the Middle East combined.
So where does all this leave you and your small business? Well, if I were still in business (I'm retired now), I would be giving a couple of thoughts to the problem. How will I stay in business and serve my customers if the electric grid goes into frequent brownouts, or worse, crashes for a month or two?
Other uncertainties will affect your business in the future. As a nation, we are in a big debate on health care. Is the future in small, privately run health clinics or in big government bureaucracies? Or is another system of health care on the horizon?
Another: Genetically modified foods now pervade the food chain. A reaction to GMOs is afoot--cities and some states are insisting that GMO foods be so labelled. The concern revolves around the effects of these foods on human health--and there are good reasons to be concerned.
Still another: 3-D printing technology is right now producing devices that will forever change manufacturing. Will small machine shops and tool makers go the way of the hot lead typesetters of the past? 3-D printing companies are already making parts for the automotive industry, aerospace, health care, home and personal products--including jewelry, lighting fixtures, shoe wear and more. All these and other items are now being manufactured in plastics and metals.
As owners of small businesses, we tend to think about today's problems. But it's a good thing to consider where we're headed. The future is not knowable, but trends tend to continue. Thinking about these trends will help you structure your business to survive--and prosper. Or, maybe, get into a new line of business altogether.
Questions? Email me direct at AlWarr16@gmail.com and put BLOG in the subject line.
I am retired and I am not selling anything. Your privacy is always respected.
from someone who has been there, done that.
Today's world is very different from yesterday's. And tomorrow's will be even more unrecognizable.
A degree of certainty is required for business to survive, much less thrive. Right now, your small business is caught up in a juggernaut of change.
Think of what's happening with energy. We are caught up in a big debate on energy sources, and who knows where it's leading us.
You and your customers depend on electricity. Without electricity, your computer will go dark. Without electricity, banks and supermarkets will close. You won't be able to drive your vehicle (gasoline stations close), you won't be able to cook meals or wash clothes (most appliances stop running), reaching out by telephone will be iffy (then your batteries run out). And your customers will be in the same fix.
Viable alternative sources of energy are still largely out in the future. Hydroelectric and nuclear plants are producing significant streams of electricity right now. So are solar farms and wind turbines--to a more limited extent, considering the need. Coal is being banned.
Where will tomorrow's energy come from? Like it or not, we are still in an age of oil and gas. And we will be for the foreseeable future. As coal is phased out, electricity generating plants are using more and more oil and gas. Luckily, this country has more proven reserves of oil and gas than all of the Middle East combined.
So where does all this leave you and your small business? Well, if I were still in business (I'm retired now), I would be giving a couple of thoughts to the problem. How will I stay in business and serve my customers if the electric grid goes into frequent brownouts, or worse, crashes for a month or two?
Other uncertainties will affect your business in the future. As a nation, we are in a big debate on health care. Is the future in small, privately run health clinics or in big government bureaucracies? Or is another system of health care on the horizon?
Another: Genetically modified foods now pervade the food chain. A reaction to GMOs is afoot--cities and some states are insisting that GMO foods be so labelled. The concern revolves around the effects of these foods on human health--and there are good reasons to be concerned.
Still another: 3-D printing technology is right now producing devices that will forever change manufacturing. Will small machine shops and tool makers go the way of the hot lead typesetters of the past? 3-D printing companies are already making parts for the automotive industry, aerospace, health care, home and personal products--including jewelry, lighting fixtures, shoe wear and more. All these and other items are now being manufactured in plastics and metals.
As owners of small businesses, we tend to think about today's problems. But it's a good thing to consider where we're headed. The future is not knowable, but trends tend to continue. Thinking about these trends will help you structure your business to survive--and prosper. Or, maybe, get into a new line of business altogether.
Questions? Email me direct at AlWarr16@gmail.com and put BLOG in the subject line.
I am retired and I am not selling anything. Your privacy is always respected.
Thursday, April 24, 2014
Planning box
Free daily advice for people in small business
from someone who has been there, done that.
I firmly believe in business planning. The planning process forces you to think through the ideas you have.
Planning is a straightforward exercise in principle, but it can be extremely difficult to do.
With business plans, the aim is to match your business to the market. This forces you to look at the market, define it as best you can, and see if your business ideas measure up.
Questions: Is there truly a market for my goods/services? How big is this market? What part or parts of the market can I serve? What's the future of the market segment I plan to address? Is there a technological component/impact?
More questions: Is this market mature? Is it moving to the Internet? What's the competition? Shall I establish a bricks-and-mortar operation with an Internet presence? Or is it better to be totally Internet based?
These questions--and more--get at the foundations of a business. The answers must be reduced to numbers. The hard, cold numbers you derive from the marketplace will tell you whether you can succeed or fail. Planning can save you from dead-ends and failure.
Projecting numbers of future sales and costs is an iffy undertaking. The marketplace is dynamic. It can change directions very quickly. Business owners must account for this as best they can, continually adjusting.
I've found it useful to have a planning box. It rests on a shelf among the books. Anytime an idea occurred to me or a scrap of useful information crossed by path, I'd write it down and drop it in my planning box. About every 2 to 3 months, I take my planning box down and sift through the whole mess.
At this point most of the miscellaneous notes got discarded. But there were always gems to be found. These became a part of my road map to the future. I would flesh out ideas with some numbers, I would round out some projections, and then I would decide whether or not it would be worthwhile to change the business direction.
Get yourself a planning box. It can make planning an on-going and almost daily process. Then you'll have a solid basis to write that formal plan the lender requires for a loan. And you can head off into that expansion, confident that you've covered all the bases.
Questions? Email me direct at AlWarr16@gmail.com and put BLOG in the subject line.
I am retired and I'm not selling anything. Your privacy is always respected.
from someone who has been there, done that.
I firmly believe in business planning. The planning process forces you to think through the ideas you have.
Planning is a straightforward exercise in principle, but it can be extremely difficult to do.
With business plans, the aim is to match your business to the market. This forces you to look at the market, define it as best you can, and see if your business ideas measure up.
Questions: Is there truly a market for my goods/services? How big is this market? What part or parts of the market can I serve? What's the future of the market segment I plan to address? Is there a technological component/impact?
More questions: Is this market mature? Is it moving to the Internet? What's the competition? Shall I establish a bricks-and-mortar operation with an Internet presence? Or is it better to be totally Internet based?
These questions--and more--get at the foundations of a business. The answers must be reduced to numbers. The hard, cold numbers you derive from the marketplace will tell you whether you can succeed or fail. Planning can save you from dead-ends and failure.
Projecting numbers of future sales and costs is an iffy undertaking. The marketplace is dynamic. It can change directions very quickly. Business owners must account for this as best they can, continually adjusting.
I've found it useful to have a planning box. It rests on a shelf among the books. Anytime an idea occurred to me or a scrap of useful information crossed by path, I'd write it down and drop it in my planning box. About every 2 to 3 months, I take my planning box down and sift through the whole mess.
At this point most of the miscellaneous notes got discarded. But there were always gems to be found. These became a part of my road map to the future. I would flesh out ideas with some numbers, I would round out some projections, and then I would decide whether or not it would be worthwhile to change the business direction.
Get yourself a planning box. It can make planning an on-going and almost daily process. Then you'll have a solid basis to write that formal plan the lender requires for a loan. And you can head off into that expansion, confident that you've covered all the bases.
Questions? Email me direct at AlWarr16@gmail.com and put BLOG in the subject line.
I am retired and I'm not selling anything. Your privacy is always respected.
Wednesday, April 23, 2014
Business dreamin'
Free daily advice for people in small business
from someone who has been there, done that.
Today's leaders in computing technology and social media started small. So did the fast food chains--one outlet at a time.
To get a business out of the garage and into the big time takes dreamin' and vision. Not all small businesses grow large.
The ultimate size of a business depends on the vision of the owner. But the main constraint is the marketplace. Markets limit business growth.
The same applies to your business. No matter how big your dreams, more important are the buyers of your goods and services.
Example: Small cafes can specialize, attracting tradespeople looking for hearty breakfasts and lunches. Electricians, plumbers, construction crews, landscapers and others start their day very early. They represent a niche market in the restaurant business. Is there a chain of specialty cafes catering to these buyers? I'm not talking Starbucks here, or Burger King.
Example: Gift shops can grow larger by targeting certain types of buyers. This plan serves the niche market that is full of up-scale buyers. A small gift shop can brand itself for this market. Fill the shelves with hand-made pieces from artists and artisans--these creative types are always looking for outlets. Then consider a second store in an appropriate town or neighborhood. You are on your way to possibly franchising your gift shop operation.
Example: People will deprive themselves in favor of spending for their pets. It's a huge and growing market. True, there are national chains (both brick and mortar and on the Internet), but I suspect that the local pet store will always attract a loyal clientele. Owners of pet shops must stay on top of what's new and offered for pets--you can bet your customers will know. Or reach out to this market on the Internet.
No matter your business, you're only as big as your dreams. When you match your dreams to the available markets, you're on your way to solid growth. Just know that markets rule.
Dreams. They are the stuff of small business.
Questions? Email me direct at AlWarr16@gmail.com and put BLOG in the subject line.
I am retired and I am not selling anything. Your privacy is always respected.
from someone who has been there, done that.
Today's leaders in computing technology and social media started small. So did the fast food chains--one outlet at a time.
To get a business out of the garage and into the big time takes dreamin' and vision. Not all small businesses grow large.
The ultimate size of a business depends on the vision of the owner. But the main constraint is the marketplace. Markets limit business growth.
The same applies to your business. No matter how big your dreams, more important are the buyers of your goods and services.
Example: Small cafes can specialize, attracting tradespeople looking for hearty breakfasts and lunches. Electricians, plumbers, construction crews, landscapers and others start their day very early. They represent a niche market in the restaurant business. Is there a chain of specialty cafes catering to these buyers? I'm not talking Starbucks here, or Burger King.
Example: Gift shops can grow larger by targeting certain types of buyers. This plan serves the niche market that is full of up-scale buyers. A small gift shop can brand itself for this market. Fill the shelves with hand-made pieces from artists and artisans--these creative types are always looking for outlets. Then consider a second store in an appropriate town or neighborhood. You are on your way to possibly franchising your gift shop operation.
Example: People will deprive themselves in favor of spending for their pets. It's a huge and growing market. True, there are national chains (both brick and mortar and on the Internet), but I suspect that the local pet store will always attract a loyal clientele. Owners of pet shops must stay on top of what's new and offered for pets--you can bet your customers will know. Or reach out to this market on the Internet.
No matter your business, you're only as big as your dreams. When you match your dreams to the available markets, you're on your way to solid growth. Just know that markets rule.
Dreams. They are the stuff of small business.
Questions? Email me direct at AlWarr16@gmail.com and put BLOG in the subject line.
I am retired and I am not selling anything. Your privacy is always respected.
Tuesday, April 22, 2014
Business joy rides
Free daily advice for people in small business
from someone who has been there, done that.
You're a business owner. You're running your business.
You make daily decisions. Some are good and some are not-so-good. You discard those that don't work and concentrate on those that do work.
Right?
Then, why do so many business owners take their businesses on joy rides?
You've seen it happen. You stop in at your favorite coffee shop, and the place has been transformed into lattes and biscotti. A regular cup of coffee? Maybe down the street.
Example: A hairdresser begins spending more and more time checking out and stocking products new to the market. This gives the owner a great deal of personal satisfaction, and the new products might attract new clients. But if you spend more and more time in this new area of the business, you're changing the direction of your business. It might be good, or it might be bad.
Example: An Internet marketing expert pushes every newly minted social media possibility to clients. It's because of his interest, not theirs. He's changing his brand and trying to change theirs. It might be good, or it might be bad.
Example: An American foods restaurant begins offering more and more healthy alternative meals, crowding out the popular burgers that diners have come to depend on. The chef is taking the restaurant on a personal joy ride, to the chagrin of regular customers. It might be good, or it might be bad.
These examples show what can happen when businesses go "off target." Once your brand is established, changing course can confuse regular clientele.
All businesses change--they must change to keep abreast of market demands. The key to success lies not with the owner's personal whim, but with the marketplace.
Changing the business is not the same as letting it drift. All businesses must change to keep up with changing markets. The business will tend to pull in one direction or another. You must give customers what they want or they go elsewhere.
Drifting toward a new market demand is one thing. Drifting toward the owner's newly discovered interest is another thing. A personal interest might coincide with a developing market that can be tapped. Or it might not.
Before heading off on your personal joy ride, see how it measures up to your overall business plan. Many business joy rides can grow your business. Others are just joy rides.
Questions? Email me direct at AlWarr16@gmail.com and put BLOG in the subject line.
I am retired and I am not selling anything. Your privacy is always respected.
from someone who has been there, done that.
You're a business owner. You're running your business.
You make daily decisions. Some are good and some are not-so-good. You discard those that don't work and concentrate on those that do work.
Right?
Then, why do so many business owners take their businesses on joy rides?
You've seen it happen. You stop in at your favorite coffee shop, and the place has been transformed into lattes and biscotti. A regular cup of coffee? Maybe down the street.
Example: A hairdresser begins spending more and more time checking out and stocking products new to the market. This gives the owner a great deal of personal satisfaction, and the new products might attract new clients. But if you spend more and more time in this new area of the business, you're changing the direction of your business. It might be good, or it might be bad.
Example: An Internet marketing expert pushes every newly minted social media possibility to clients. It's because of his interest, not theirs. He's changing his brand and trying to change theirs. It might be good, or it might be bad.
Example: An American foods restaurant begins offering more and more healthy alternative meals, crowding out the popular burgers that diners have come to depend on. The chef is taking the restaurant on a personal joy ride, to the chagrin of regular customers. It might be good, or it might be bad.
These examples show what can happen when businesses go "off target." Once your brand is established, changing course can confuse regular clientele.
All businesses change--they must change to keep abreast of market demands. The key to success lies not with the owner's personal whim, but with the marketplace.
Changing the business is not the same as letting it drift. All businesses must change to keep up with changing markets. The business will tend to pull in one direction or another. You must give customers what they want or they go elsewhere.
Drifting toward a new market demand is one thing. Drifting toward the owner's newly discovered interest is another thing. A personal interest might coincide with a developing market that can be tapped. Or it might not.
Before heading off on your personal joy ride, see how it measures up to your overall business plan. Many business joy rides can grow your business. Others are just joy rides.
Questions? Email me direct at AlWarr16@gmail.com and put BLOG in the subject line.
I am retired and I am not selling anything. Your privacy is always respected.
Monday, April 21, 2014
New customers
Free daily advice for people in small business
from someone who has been there, done that.
Some experts in marketing say that new customers are more valuable than existing customers. They base this on reckoning that new customers represent future value.
That's certainly true. New customers expand your sales--now and in the future.
So where do new customers come from? How do you find them? How do you impress them to deal with you instead of the competition?
Many possibilities are available to you. Only you can decide what will work in your business.
Attend networking meetings. Join local organizations. Ask existing customers for referrals. Send out news releases. Build your email list. Keep your Facebook page active. Form a MeetUp.com group centered around your interests. Get your business on Angie's List. Offer your expertise as a guest speaker. Offer free "how-to" workshops. Hold an open house. Offer freebies.
Examples: I know an exercise and fitness operation that offers a free initial consultation with a personal trainer. A doctor of chiropractic does the same thing. A free initial consultation puts the new person's mind at ease. It attracts new clients and begins the relationship.
Examples: I know a healthy foods store that sets up a daily sample table. It's filled with free goodies for customers. A bakery does the same thing. New people coming in are introduced to new products and they are impressed with the operation. They linger, and they come back.
Examples: I know a lawyer who offers free brochures. One explains what to do when you get a traffic ticket. An accountant offers free tax tips. These are simple, easy to prepare and have on hand. New clients appreciate information and remember you when their need arises.
As you can see, there are all sorts of freebies. And freebies cast your operation in a new light, attracting interest and new customers. With a memorable experience, they are much more likely to tell others about your business. This can get the referral process in high gear.
Questions? Email me direct at AlWarr16@gmail.com and put BLOG in the subject line.
I am retired, and I'm not selling anything. Your privacy is always respected.
from someone who has been there, done that.
Some experts in marketing say that new customers are more valuable than existing customers. They base this on reckoning that new customers represent future value.
That's certainly true. New customers expand your sales--now and in the future.
So where do new customers come from? How do you find them? How do you impress them to deal with you instead of the competition?
Many possibilities are available to you. Only you can decide what will work in your business.
Attend networking meetings. Join local organizations. Ask existing customers for referrals. Send out news releases. Build your email list. Keep your Facebook page active. Form a MeetUp.com group centered around your interests. Get your business on Angie's List. Offer your expertise as a guest speaker. Offer free "how-to" workshops. Hold an open house. Offer freebies.
Examples: I know an exercise and fitness operation that offers a free initial consultation with a personal trainer. A doctor of chiropractic does the same thing. A free initial consultation puts the new person's mind at ease. It attracts new clients and begins the relationship.
Examples: I know a healthy foods store that sets up a daily sample table. It's filled with free goodies for customers. A bakery does the same thing. New people coming in are introduced to new products and they are impressed with the operation. They linger, and they come back.
Examples: I know a lawyer who offers free brochures. One explains what to do when you get a traffic ticket. An accountant offers free tax tips. These are simple, easy to prepare and have on hand. New clients appreciate information and remember you when their need arises.
As you can see, there are all sorts of freebies. And freebies cast your operation in a new light, attracting interest and new customers. With a memorable experience, they are much more likely to tell others about your business. This can get the referral process in high gear.
Questions? Email me direct at AlWarr16@gmail.com and put BLOG in the subject line.
I am retired, and I'm not selling anything. Your privacy is always respected.
Friday, April 18, 2014
Mentoring kids
Free daily advice for people in small business
from someone who has been there, done that.
Owners of small businesses have another job to do. And it has everything to do with running your business.
It's not an extra. And it's not an elective. It's the future--of your business and your community.
It's kids.
Way back in the 1920s, President Calvin Coolidge addressedg a gathering of newspaper editors. He told them that the business of America is business.
His words were ignored then, and they are ignored today. Ignorance of business hurts kids.
People in media, in education, in religion and in government have very little appreciation for business--except when they are looking for advertising dollars or contributions, tithes or taxes. These four groups would have trouble existing were it not for business.
Business is not just big corporations. The business of America is truly small business. In fact, most people with jobs are employed by small businesses.
If IBM closed its doors tomorrow, few Americans would be affected. But if all the country's chiropractors moved to Mexico tomorrow, millions of Americans would be in pain.
If Wells Fargo Bank closed up shop tomorrow, Americans would find other ways to do their banking. But if all the country's plumbers retired tomorrow, every American would be left with leaky faucets--and worse.
Small business makes the country work. And kids deserve to know this. Your small business is vital to the country's future. And kids are the future.
Media, education, religion and government largely ignore small business. It's up to owners of small businesses to fill the gap.
Reach out and mentor kids in your community. Bring them in and show them how a business works. Offer school class trips to local kids. Talk up entrepreneurship with teachers. Hire kids when they are old enough to meet child labor laws.
Show kids that they can make a difference with a business of their own. Inspire them to be all they can be--and the future will take care of itself.
Questions? Email me direct at AlWarr16@gmail.com and put BLOG in the subject line.
I am retired, and I am not selling anything. Your privacy is always respected.
from someone who has been there, done that.
Owners of small businesses have another job to do. And it has everything to do with running your business.
It's not an extra. And it's not an elective. It's the future--of your business and your community.
It's kids.
Way back in the 1920s, President Calvin Coolidge addressedg a gathering of newspaper editors. He told them that the business of America is business.
His words were ignored then, and they are ignored today. Ignorance of business hurts kids.
People in media, in education, in religion and in government have very little appreciation for business--except when they are looking for advertising dollars or contributions, tithes or taxes. These four groups would have trouble existing were it not for business.
Business is not just big corporations. The business of America is truly small business. In fact, most people with jobs are employed by small businesses.
If IBM closed its doors tomorrow, few Americans would be affected. But if all the country's chiropractors moved to Mexico tomorrow, millions of Americans would be in pain.
If Wells Fargo Bank closed up shop tomorrow, Americans would find other ways to do their banking. But if all the country's plumbers retired tomorrow, every American would be left with leaky faucets--and worse.
Small business makes the country work. And kids deserve to know this. Your small business is vital to the country's future. And kids are the future.
Media, education, religion and government largely ignore small business. It's up to owners of small businesses to fill the gap.
Reach out and mentor kids in your community. Bring them in and show them how a business works. Offer school class trips to local kids. Talk up entrepreneurship with teachers. Hire kids when they are old enough to meet child labor laws.
Show kids that they can make a difference with a business of their own. Inspire them to be all they can be--and the future will take care of itself.
Questions? Email me direct at AlWarr16@gmail.com and put BLOG in the subject line.
I am retired, and I am not selling anything. Your privacy is always respected.
Thursday, April 17, 2014
Choosing your business
Free daily advice for people in small business
from someone who has been there, done that.
This is all about how to decide what business to go into. This can be helpful before you start up a business, and it can be helpful if you want to change the direction of your existing business.
Many people consider starting a business. The opportunity to start a business of your own is one of the great things about America.
Look to yourself before starting a business or before changing the direction of your business. Everyone has an intense interest in something. It might be a hobby or it might be sports or it might be creating works of art or it might be inventing a new gizmo.
An honest look in the mirror can provide the answer to making a business, getting it off the ground, and doing what you love to do.
My experience in this is both personal and with others. As head of the Business Owners Institute in New Jersey, I advised many--personally and in group seminars.
A lady came to me once wanting to know how to buy a Dunkin' Donuts. She had a large payout from her corporate position which had ended, and she told me firmly that she was ready to go into business.
Well, not really. I asked her what she knew about donuts. I asked her who would be getting up at 4 a.m. to make the donuts. She gave me a blank look.
At this point I held up a mirror which I kept handy--for just this purpose. As she looked in the mirror, I asked her what she was interested in. During all those years of corporate meetings, what were the activities she had dreamed of? What turned her on? How did she spend her spare time--to relax, to deal with the stress of the corporate world.
After a couple of additional conversations, she decided against the donut career. She turned her hobby of throwing pottery and finishing the items off with special glazes into a business. It took her several years, but the 16-hour days flew by. She studied the market for glazed pottery. She honed her skills. She turned her passion into a business.
Over the years, I have come to the conclusion that any passion can be turned into a business. If you have an interest, there are others out there looking to buy the products and services you produce. That's the market you want to address.
If you are already in business, you can change directions to better serve to your passion. With clear focus, you can morph your present business into a completely different one.
I know a man who started out as a landscaper--cutting lawns, trimming shrubbery, doing yard cleanups and distributing mulch for clients. At his home, he had an intense interest in his small fish ponds. Over several years, he began changing his business. Now he specializes in designing, stocking clients' ponds with fish and plants, as well as designing and planting the surrounding area. It's a niche market, but it's profitable for him and he's doing what he loves.
Starting up a new business or changing the direction of an existing business takes some serious planning. You must think through your interests and match the market. Do the projections and do the numbers. In your business, you deserve to be doing what you love.
Questions? Email me direct at AlWarr16@gmail.com and put BLOG in the subject line.
I'm retired and I'm not selling anything. Your privacy is always respected.
from someone who has been there, done that.
This is all about how to decide what business to go into. This can be helpful before you start up a business, and it can be helpful if you want to change the direction of your existing business.
Many people consider starting a business. The opportunity to start a business of your own is one of the great things about America.
Look to yourself before starting a business or before changing the direction of your business. Everyone has an intense interest in something. It might be a hobby or it might be sports or it might be creating works of art or it might be inventing a new gizmo.
An honest look in the mirror can provide the answer to making a business, getting it off the ground, and doing what you love to do.
My experience in this is both personal and with others. As head of the Business Owners Institute in New Jersey, I advised many--personally and in group seminars.
A lady came to me once wanting to know how to buy a Dunkin' Donuts. She had a large payout from her corporate position which had ended, and she told me firmly that she was ready to go into business.
Well, not really. I asked her what she knew about donuts. I asked her who would be getting up at 4 a.m. to make the donuts. She gave me a blank look.
At this point I held up a mirror which I kept handy--for just this purpose. As she looked in the mirror, I asked her what she was interested in. During all those years of corporate meetings, what were the activities she had dreamed of? What turned her on? How did she spend her spare time--to relax, to deal with the stress of the corporate world.
After a couple of additional conversations, she decided against the donut career. She turned her hobby of throwing pottery and finishing the items off with special glazes into a business. It took her several years, but the 16-hour days flew by. She studied the market for glazed pottery. She honed her skills. She turned her passion into a business.
Over the years, I have come to the conclusion that any passion can be turned into a business. If you have an interest, there are others out there looking to buy the products and services you produce. That's the market you want to address.
If you are already in business, you can change directions to better serve to your passion. With clear focus, you can morph your present business into a completely different one.
I know a man who started out as a landscaper--cutting lawns, trimming shrubbery, doing yard cleanups and distributing mulch for clients. At his home, he had an intense interest in his small fish ponds. Over several years, he began changing his business. Now he specializes in designing, stocking clients' ponds with fish and plants, as well as designing and planting the surrounding area. It's a niche market, but it's profitable for him and he's doing what he loves.
Starting up a new business or changing the direction of an existing business takes some serious planning. You must think through your interests and match the market. Do the projections and do the numbers. In your business, you deserve to be doing what you love.
Questions? Email me direct at AlWarr16@gmail.com and put BLOG in the subject line.
I'm retired and I'm not selling anything. Your privacy is always respected.
Wednesday, April 16, 2014
Social media no-nos
Free daily advice for people in small business
from someone who has been there, done that.
The Internet has spawned all sorts of social media--Facebook, Twitter, YouTube, and a host of others. The interactions with friends, family, and others can be fun, useful, informative--and a great marketing tool.
People in small business early on discovered the value of Facebook. By posting pictures and short comments, regular customers are reminded of what you can do for them. And these regulars can quickly and effortlessly send your posts to others. Your circle increases.
This represents a new and very valuable expansion of the referral networks you want to have in place. In fact, Facebook has perhaps done more to help small business expand than anything else invented.
Posting your quick pictures and comments on Facebook does not take the place of networking, community involvement, and other means of getting the word out. But it is a very valuable tool available to everyone.
A quick post on Facebook and your marketing can explode. Recently, Twitter has begun providing a similar service. And so it goes.
Use these tools to your advantage, but keep in mind some no-nos. The first thing to remember is, like they say about Las Vegas, what goes on the Internet, stays on the Internet. It is next to impossible to pull anything back or delete something once it's sent.
This means that you don't post anything on the spur of the moment. No matter how clever your comment, no matter how great you think that picture is, don't post until you've stepped back and thought about it a moment. Of course, don't ever do anything personal.
There is no privacy on the Internet. Whatever you post can possibly be seen by anyone at anytime, now or in the future.
Of course a new flower arrangement by the florist is not controversial and can represent a good sales tool. The same applies to a photo of a new deck a construction specialist has just finished or pictures of existing equipment at the gym or announcing a grand opening or first anniversary at any small business.
When using Facebook or the other social media, always keep in mind your customers and your relationship with them. Keep your focus on your customer. You can get them to return again and again--and bring others to you--if you step in their shoes and look at your posts before you click the send button.
Questions? Email me direct at AlWarr16@gmail.com and put BLOG in the subject line.
I am retired, and I'm not selling anything. Your privacy is always respected.
from someone who has been there, done that.
The Internet has spawned all sorts of social media--Facebook, Twitter, YouTube, and a host of others. The interactions with friends, family, and others can be fun, useful, informative--and a great marketing tool.
People in small business early on discovered the value of Facebook. By posting pictures and short comments, regular customers are reminded of what you can do for them. And these regulars can quickly and effortlessly send your posts to others. Your circle increases.
This represents a new and very valuable expansion of the referral networks you want to have in place. In fact, Facebook has perhaps done more to help small business expand than anything else invented.
Posting your quick pictures and comments on Facebook does not take the place of networking, community involvement, and other means of getting the word out. But it is a very valuable tool available to everyone.
A quick post on Facebook and your marketing can explode. Recently, Twitter has begun providing a similar service. And so it goes.
Use these tools to your advantage, but keep in mind some no-nos. The first thing to remember is, like they say about Las Vegas, what goes on the Internet, stays on the Internet. It is next to impossible to pull anything back or delete something once it's sent.
This means that you don't post anything on the spur of the moment. No matter how clever your comment, no matter how great you think that picture is, don't post until you've stepped back and thought about it a moment. Of course, don't ever do anything personal.
There is no privacy on the Internet. Whatever you post can possibly be seen by anyone at anytime, now or in the future.
Of course a new flower arrangement by the florist is not controversial and can represent a good sales tool. The same applies to a photo of a new deck a construction specialist has just finished or pictures of existing equipment at the gym or announcing a grand opening or first anniversary at any small business.
When using Facebook or the other social media, always keep in mind your customers and your relationship with them. Keep your focus on your customer. You can get them to return again and again--and bring others to you--if you step in their shoes and look at your posts before you click the send button.
Questions? Email me direct at AlWarr16@gmail.com and put BLOG in the subject line.
I am retired, and I'm not selling anything. Your privacy is always respected.
Tuesday, April 15, 2014
Business after you
Free daily advice for people in small business
from someone who has been there, done that.
Like it or not, one day your business will be running without you at the helm. It's just life, and you deserve to get yourself--and the business--ready.
Either you succumb to all that cholesterol everyone warns about, or you sell out and retire, or you pass the business on to a family member, or close it down. No matter how it happens, you need to get your ducks in a row.
I grew up on a dairy farm. It was a 24/7/365 operation. All those cows had to be milked twice every day.
When I was barely 16, my dad sat me down for an eye-opening talk. If I wanted the farm, he would keep it running until I graduated high school. If not, he planned to sell out and retire.
Well, I didn't want to face all those cows twice a day, so I opted for his retirement. And just what do you plan to do after high school, he asked me pointedly. That word "plan" was forever burned into my psyche.
Running your business means you plan--constantly. But most planning is the day-to-day type. Owners of small businesses tend to plan on the run. Planning is done in the head--for the day, for the week, for the month.
This is not long-range planning. Long-range planning is when you look in the mirror and face the serious problems of running your business. It's when you come to terms with the future--on paper, with numbers.
It's when you face the tough questions: What am I doing? Where am I going? Am I on the right path? What am I doing today to get me there? And, finally, why am I doing all this?
Answers to these questions form the basis for projections into the future. Planning is not about today's problems. Planning is about tomorrow's problems.
If you are planning to sell, you need to get ready. If you are planning to pass it on to your kids, you need to get ready. The process is on-going, and it starts now.
I know. Right now, you're just planning for the business to support you and your family. Right now, you just want to get through this year. Right now, you just want to pay the taxes and have a little left over to buy another piece of equipment.
But do yourself a favor. Do some serious planning for the future. It tends to put everyday problems into a better perspective. And it will get you through today's stresses.
More about planning and how to do it in future blogs. Hint: Planning is mainly about the market, and how your business serves it.
Questions? Email me direct at AlWarr16@gmail.com and put BLOG in the subject line.
I am retired, and I am not selling anything. Your privacy is always respected.
from someone who has been there, done that.
Like it or not, one day your business will be running without you at the helm. It's just life, and you deserve to get yourself--and the business--ready.
Either you succumb to all that cholesterol everyone warns about, or you sell out and retire, or you pass the business on to a family member, or close it down. No matter how it happens, you need to get your ducks in a row.
I grew up on a dairy farm. It was a 24/7/365 operation. All those cows had to be milked twice every day.
When I was barely 16, my dad sat me down for an eye-opening talk. If I wanted the farm, he would keep it running until I graduated high school. If not, he planned to sell out and retire.
Well, I didn't want to face all those cows twice a day, so I opted for his retirement. And just what do you plan to do after high school, he asked me pointedly. That word "plan" was forever burned into my psyche.
Running your business means you plan--constantly. But most planning is the day-to-day type. Owners of small businesses tend to plan on the run. Planning is done in the head--for the day, for the week, for the month.
This is not long-range planning. Long-range planning is when you look in the mirror and face the serious problems of running your business. It's when you come to terms with the future--on paper, with numbers.
It's when you face the tough questions: What am I doing? Where am I going? Am I on the right path? What am I doing today to get me there? And, finally, why am I doing all this?
Answers to these questions form the basis for projections into the future. Planning is not about today's problems. Planning is about tomorrow's problems.
If you are planning to sell, you need to get ready. If you are planning to pass it on to your kids, you need to get ready. The process is on-going, and it starts now.
I know. Right now, you're just planning for the business to support you and your family. Right now, you just want to get through this year. Right now, you just want to pay the taxes and have a little left over to buy another piece of equipment.
But do yourself a favor. Do some serious planning for the future. It tends to put everyday problems into a better perspective. And it will get you through today's stresses.
More about planning and how to do it in future blogs. Hint: Planning is mainly about the market, and how your business serves it.
Questions? Email me direct at AlWarr16@gmail.com and put BLOG in the subject line.
I am retired, and I am not selling anything. Your privacy is always respected.
Monday, April 14, 2014
Artwork sales
Free daily advice for people in small business
from someone who has been there, done that.
Artists and artisans can have a hard time connecting with the buying public. It's a long way from creation to sale.
Painters, photographers, potters, jewelry makers, wood turners, fiber artisans, glass workers--all have difficulty marketing. But it doesn't have to be that way.
The Internet has made it easier than ever to connect with the buying public. You can have your own website, post your creations on Facebook, talk with others on Twitter, join public art sites like Etsy.com, create your own blog at Blogger.com and enhance it with Google+.
New possibilities crop up every day. Keep on top of social media. Snap frequent pictures of your works and post them on sites that can attract attention.
Older methods work for some artists and artisans. Galleries still mount exhibits to show works. Some galleries have morphed into high-end gift shops that regularly offer works by artists and artisans.
I know a large gift shop that specializes in one-of-a-kind creations. Jewelry, paintings and photographs, pottery, even furniture and other decorative items crowd displays here. Creations in glass and metals, fiber and wood line the shelves. Hand-made kaleidoscopes attract shoppers with deep pockets.
Other artists and artisans open their studios to the public. If you have never done this, kick it off with an open house. Partner with a local bakery or caterer or restaurant--you furnish the space and the attraction, they furnish the goodies. Announce that your studio is open every weekend for visitors. Follow-up by repeating the open house every 2-3 months.
Some artists and artisans offer workshops. These free information sessions attract attention and get locals talking about you and your work. Workshops by artists and artisans I've known include jewelers, fiber artists, stained glass workers, plein air painting and pottery making. In all these, you are the instructor and the session brings in some revenue.
Art shows can be effective, but good ones can be expensive. Exercise care in selecting the shows you sign up for. You can show your works at the local flea market, but people who shop flea markets are looking for bargains.
Artists and artisans are creative people. You naturally think outside the box. That's what makes your works valuable to the rest of us. Use some of your creativity in thinking about how to sell your works.
Questions? Email me direct at: AlWarr16@gmail.com and put BLOG in the subject line. I am retired and I am not selling anything. Your privacy is always respected.
from someone who has been there, done that.
Artists and artisans can have a hard time connecting with the buying public. It's a long way from creation to sale.
Painters, photographers, potters, jewelry makers, wood turners, fiber artisans, glass workers--all have difficulty marketing. But it doesn't have to be that way.
The Internet has made it easier than ever to connect with the buying public. You can have your own website, post your creations on Facebook, talk with others on Twitter, join public art sites like Etsy.com, create your own blog at Blogger.com and enhance it with Google+.
New possibilities crop up every day. Keep on top of social media. Snap frequent pictures of your works and post them on sites that can attract attention.
Older methods work for some artists and artisans. Galleries still mount exhibits to show works. Some galleries have morphed into high-end gift shops that regularly offer works by artists and artisans.
I know a large gift shop that specializes in one-of-a-kind creations. Jewelry, paintings and photographs, pottery, even furniture and other decorative items crowd displays here. Creations in glass and metals, fiber and wood line the shelves. Hand-made kaleidoscopes attract shoppers with deep pockets.
Other artists and artisans open their studios to the public. If you have never done this, kick it off with an open house. Partner with a local bakery or caterer or restaurant--you furnish the space and the attraction, they furnish the goodies. Announce that your studio is open every weekend for visitors. Follow-up by repeating the open house every 2-3 months.
Some artists and artisans offer workshops. These free information sessions attract attention and get locals talking about you and your work. Workshops by artists and artisans I've known include jewelers, fiber artists, stained glass workers, plein air painting and pottery making. In all these, you are the instructor and the session brings in some revenue.
Art shows can be effective, but good ones can be expensive. Exercise care in selecting the shows you sign up for. You can show your works at the local flea market, but people who shop flea markets are looking for bargains.
Artists and artisans are creative people. You naturally think outside the box. That's what makes your works valuable to the rest of us. Use some of your creativity in thinking about how to sell your works.
Questions? Email me direct at: AlWarr16@gmail.com and put BLOG in the subject line. I am retired and I am not selling anything. Your privacy is always respected.
Friday, April 11, 2014
Emailing customers
Free daily advice for people in small business
from someone who has been there, done that.
Emails are changing--drastically.
Emails are not what they used to be. It's because technology is fast moving. Like every month, something new hits the marketplace.
The first computer I worked with was bigger than my house. It was the 1960s and the machine required an army of key punch operators.
Soon Bill Gates appeared on the scene. Desktop computers invaded offices everywhere. It was an exciting time.
Then emails started to become the dominant form of communicating with friends, employees, and customers. More excitement.
Meantime, cell phones began exploding. It took a few years for technology to place cell phones in everyone's hands.
Yesterday, companies began emailing customers. Emails were used to keep in touch and explore new opportunities. Products, services, customer services messages were delivered via the email mechanism.
The word went around--for best results, send emails on Tuesdays. Mondays and Fridays were seen as dead days to get attention.
Today's smart phones have changed all this--again. Nowadays, people read incoming emails according to their own daily schedules.
To get the best results, forget the Tuesday email blast. That former dictum no longer applies. Businesses are finding that the best time to send emails might be in the evening.
Pay attention to your customers. Tailor your emails to their convenience. You gotta keep up!
Questions? Email me direct at AlWarr16@gmail.com and put BLOG in the subject line.
I am retired and I'm not selling anything. Your privacy is always respected.
from someone who has been there, done that.
Emails are changing--drastically.
Emails are not what they used to be. It's because technology is fast moving. Like every month, something new hits the marketplace.
The first computer I worked with was bigger than my house. It was the 1960s and the machine required an army of key punch operators.
Soon Bill Gates appeared on the scene. Desktop computers invaded offices everywhere. It was an exciting time.
Then emails started to become the dominant form of communicating with friends, employees, and customers. More excitement.
Meantime, cell phones began exploding. It took a few years for technology to place cell phones in everyone's hands.
Yesterday, companies began emailing customers. Emails were used to keep in touch and explore new opportunities. Products, services, customer services messages were delivered via the email mechanism.
The word went around--for best results, send emails on Tuesdays. Mondays and Fridays were seen as dead days to get attention.
Today's smart phones have changed all this--again. Nowadays, people read incoming emails according to their own daily schedules.
To get the best results, forget the Tuesday email blast. That former dictum no longer applies. Businesses are finding that the best time to send emails might be in the evening.
Pay attention to your customers. Tailor your emails to their convenience. You gotta keep up!
Questions? Email me direct at AlWarr16@gmail.com and put BLOG in the subject line.
I am retired and I'm not selling anything. Your privacy is always respected.
Thursday, April 10, 2014
Finding new customers
Free daily advice for people in small business
from someone who has been there, done that.
Introducing new customers to your products and services is arguably the most important part of your business. Big or small, you need a continuing parade of new customers.
Why? It's because you will lose your present customers. Sooner or later, all of them will disappear. They move away, they find other sources, they begin buying from a brother-in-law, whatever. Or you lose them to the Internet--and this will only get worse.
So how do you find new clients and customers, bind them to you, and keep them coming back again and again to your operation?
1. Make their experience with you an enjoyable activity, maybe even fun. A dentist's office does not have to be all about dentistry. Same applies to a law office. An ice cream store I know hangs pictures drawn by school kids, turning the place into an art gallery for the young set and their parents.
2. Constantly keep on top of the market. It changes. Food products that are hot today, languish on the shelves tomorrow. Health food stores see this in the fads that come and go rather quickly in the supplements market. The same is true in alternative medicine practices.
3. Ask your customers to "friend" you on Facebook. Use social media to reach out to new people. Network your way through several groups--on the Internet as well as in your community. Ask your customers to bring pictures drawn by their kids and you'll post them on your site.
4. To attract new people to your bricks and mortar operation, offer free workshops and other informational meetings open to the general public. People react positively to learning new things. And after all, you're the expert in what you do.
5. Engage in friendly conversations. Show an interest in what other people do. Get them talking about their work. It's not personal, like politics can be. People open up and they remember you and your operation--and they refer others.
6. After you get to know your clients and customers, find the opportunity to ask them for referrals. Once you're in a relaxed conversation, people willingly open up. Not all, but many of them will be happy to pass on names of friends who might be use your services. It's how I found my accountant--who stayed with me for more than 20 years.
Some of last year's selling techniques have gone by the board. They're yesterday's news. Who does cold calling any more?
But other things don't change. They might put on a new face in this computer age, but basically, people are people.
Find the methods that work for you and keep at it. Adding new clients and customers is a never-ending process in business. If you're adding more than you're losing, you're growing.
Questions? Email me direct at AlWarr16@gmail.com and put BLOG in the subject line.
I am retired, and I'm not selling anything. Your privacy is always respected.
from someone who has been there, done that.
Introducing new customers to your products and services is arguably the most important part of your business. Big or small, you need a continuing parade of new customers.
Why? It's because you will lose your present customers. Sooner or later, all of them will disappear. They move away, they find other sources, they begin buying from a brother-in-law, whatever. Or you lose them to the Internet--and this will only get worse.
So how do you find new clients and customers, bind them to you, and keep them coming back again and again to your operation?
1. Make their experience with you an enjoyable activity, maybe even fun. A dentist's office does not have to be all about dentistry. Same applies to a law office. An ice cream store I know hangs pictures drawn by school kids, turning the place into an art gallery for the young set and their parents.
2. Constantly keep on top of the market. It changes. Food products that are hot today, languish on the shelves tomorrow. Health food stores see this in the fads that come and go rather quickly in the supplements market. The same is true in alternative medicine practices.
3. Ask your customers to "friend" you on Facebook. Use social media to reach out to new people. Network your way through several groups--on the Internet as well as in your community. Ask your customers to bring pictures drawn by their kids and you'll post them on your site.
4. To attract new people to your bricks and mortar operation, offer free workshops and other informational meetings open to the general public. People react positively to learning new things. And after all, you're the expert in what you do.
5. Engage in friendly conversations. Show an interest in what other people do. Get them talking about their work. It's not personal, like politics can be. People open up and they remember you and your operation--and they refer others.
6. After you get to know your clients and customers, find the opportunity to ask them for referrals. Once you're in a relaxed conversation, people willingly open up. Not all, but many of them will be happy to pass on names of friends who might be use your services. It's how I found my accountant--who stayed with me for more than 20 years.
Some of last year's selling techniques have gone by the board. They're yesterday's news. Who does cold calling any more?
But other things don't change. They might put on a new face in this computer age, but basically, people are people.
Find the methods that work for you and keep at it. Adding new clients and customers is a never-ending process in business. If you're adding more than you're losing, you're growing.
Questions? Email me direct at AlWarr16@gmail.com and put BLOG in the subject line.
I am retired, and I'm not selling anything. Your privacy is always respected.
Wednesday, April 9, 2014
Two-party promotions
Free daily advice for people in small business
from someone who has been there, done that.
Promotions are important for small businesses. Different businesses use different types of promotions. What works in a restaurant will not necessarily work in a car wash. And vice-versa.
Some promotions--open houses, free information sessions--work well in many businesses. These activities are easy to set up and cost little, or nothing in some cases.
Example: A cafe brings in a group of musicians who perform Irish music on authentic instruments. The word goes out and crowds show up waiting to get inside.
Example: A garden center hosts free sessions by experienced gardeners attracting a public hungry for information on working their yards. Experienced gardeners are happy to share their knowledge and answer questions posed by attendees.
Example: A winery hosts art shows. Artists get sales opportunities not otherwise available to them, and the winery attracts more upscale visitors to sample their wines--and buy a case to take home.
Example: Spas and salons brings in holistic practitioners to offer introductory sessions explaining their services. This can lead to more substantive sessions for both the spa and the holistic experts in nutrition, hypnosis, Reiki, massage, and others.
All these examples are drawn from actual experiences in businesses I know.
To set up your own promotions, think outside the box. What can get attention? How can I contain costs? What can I set up to bring in the types of new customers I want to reach?
When you've homed in on the promotions you want to offer, get the word out. Post to your Facebook page and your MeetUp group. Don't have these? Get them and never look back.
Questions? Email me direct at AlWarr16@gmail.com and put BLOG in the subject line. I am retired and I am NOT selling anything. Your privacy is always respected.
Tuesday, April 8, 2014
Pricing to market
Free daily advice for people in small business
from someone who has been there, done that.
Pricing the goods and services you sell is very important. Setting prices tells the market who you are, what to expect.
Price higher than your competition, and you're likely to miss sales opportunities. Price lower than your competition, and you run the risk of going out of business.
When you are setting your prices, think market. Think what segment of the market you want to address, appeal to, pull into your operation.
Your clients and customers get to know you in various ways. Your prices tell people just where you fit among the brands out there.
This is true in every small business--florists and attorneys, hair salons and home improvement specialists, social media consultants and plumbers.
No matter what business you are in, your prices contribute mightily to the brand you are building. Your prices are like a neon sign flashing to the world and attracting the market segment you target.
Example: You run a florist. Your competitor sets prices for flower arrangements trying to compete with national florist services. You decide to raise your prices--significantly. You emphasize your uniqueness, superior design, quality, free delivery, customer service. You post pictures of new designs daily on Facebook. You happily furnish references and close sales with new customers, customers who happily pay your premium prices. Meanwhile, your competitors languish, struggling with customers who shop everywhere for the best price.
This same example can apply to bakers (offer custom high-end cakes), landscapers (we use only organic mulches and sprays), appliance stores (free deliveries and 24/7 repairs), hair salons (we are color specialists), and so it goes. You separate your business from the competition by offering more, by higher quality, by caring for customer concerns--and by the prices you charge.
Example: Attorneys, accountants and tax specialists, consultants--these businesses tend to price as high as the market will bear. Prices communicate your value. Reputations are at play here, and clients expect top talent to charge top prices.
Example: Gift shops define the types of customers they attract by the prices they charge. Of course, the quality and uniqueness must be there. Hand-made works by artisans naturally command higher prices than mass-produced items. And they attract higher end customers--think jewelry, clothing and accessories, and even furniture.
Your pricing can telegraph your brand, your name, your reputation. Pricing can go a long way in building a loyal following, repeat clients and customers who swear by you and tell their friends. In pricing your goods and services, small businesses can take a valuable page from successful big operations--just consider what Steve Jobs did with Apple.
Questions? Email me direct at: AlWarr16@gmail.com and put BLOG in the subject line.
I am retired, and I'm not selling anything. Your privacy is always respected.
from someone who has been there, done that.
Pricing the goods and services you sell is very important. Setting prices tells the market who you are, what to expect.
Price higher than your competition, and you're likely to miss sales opportunities. Price lower than your competition, and you run the risk of going out of business.
When you are setting your prices, think market. Think what segment of the market you want to address, appeal to, pull into your operation.
Your clients and customers get to know you in various ways. Your prices tell people just where you fit among the brands out there.
This is true in every small business--florists and attorneys, hair salons and home improvement specialists, social media consultants and plumbers.
No matter what business you are in, your prices contribute mightily to the brand you are building. Your prices are like a neon sign flashing to the world and attracting the market segment you target.
Example: You run a florist. Your competitor sets prices for flower arrangements trying to compete with national florist services. You decide to raise your prices--significantly. You emphasize your uniqueness, superior design, quality, free delivery, customer service. You post pictures of new designs daily on Facebook. You happily furnish references and close sales with new customers, customers who happily pay your premium prices. Meanwhile, your competitors languish, struggling with customers who shop everywhere for the best price.
This same example can apply to bakers (offer custom high-end cakes), landscapers (we use only organic mulches and sprays), appliance stores (free deliveries and 24/7 repairs), hair salons (we are color specialists), and so it goes. You separate your business from the competition by offering more, by higher quality, by caring for customer concerns--and by the prices you charge.
Example: Attorneys, accountants and tax specialists, consultants--these businesses tend to price as high as the market will bear. Prices communicate your value. Reputations are at play here, and clients expect top talent to charge top prices.
Example: Gift shops define the types of customers they attract by the prices they charge. Of course, the quality and uniqueness must be there. Hand-made works by artisans naturally command higher prices than mass-produced items. And they attract higher end customers--think jewelry, clothing and accessories, and even furniture.
Your pricing can telegraph your brand, your name, your reputation. Pricing can go a long way in building a loyal following, repeat clients and customers who swear by you and tell their friends. In pricing your goods and services, small businesses can take a valuable page from successful big operations--just consider what Steve Jobs did with Apple.
Questions? Email me direct at: AlWarr16@gmail.com and put BLOG in the subject line.
I am retired, and I'm not selling anything. Your privacy is always respected.
Monday, April 7, 2014
Small store survival
Free daily advice for people in small business
from someone who has been there, done that.
Big box stores can wreak havoc on local small stores. When the big box opens, small stores that have served the community for years can be in trouble.
It doesn't have to be this way.
Big box stores typically do not offer the personalized service that the small store can offer. Just try asking for an item not found on big box shelves. Flustered clerks run to the company's computer--only to report that the item is not available.
Smaller stores can stock items that the big box won't carry. Sometimes these are everyday items. Other times they are higher end and higher priced. And small store customer service is a joy to deal with.
Small hardware stores have been particularly hard-hit by the big boxes. Other types of stores can feel the same pressures.
Example: I know a small hardware store that suffered great losses in business when the big box store opened in town. The owner re-invented the small business. In addition to specialty hardware, he began offering rentals--including trucks and trailers. It took time and careful thinking, but it worked.
Example: Another hardware store owner told me that she did not worry about the big box stores opening all around her. Her secret had always been top-of-the-line service, advice and information as well as extensive lines of stock. Professional plumbers and electricians depend on her and flock to her store, as well as homeowners looking to replace antique hardware. They appreciate the service, and they know that she will get them anything they might need--quickly and at competitive prices. Yes, she is completely computerized, and her store offers an extensive inventory of out-of-date items.
Other examples: Small toy stores can specialize in carrying not only the latest toys but older toys as well, along with an extensive selection of games. Bicycle shops can carry a wider selection of bikes than might be offered at the big box--including high end bikes--and they can offer club discounts, sponsor excursions, do repairs and the like. Specialty growers can display unusual annuals, perennials, shrubs and trees not offered at the big discounters. Bakers compete by offering high-end, custom confections. And so it goes.
Big box stores definitely have a place in our diverse economy. If I need a flat-head screwdriver, I'll be able to find a big selection there. But if I need an unusual size or one that will hold up for years, better to check with my local small store.
Owners of small stores know that they cannot compete with the big boxes on price alone. The big box will always win out on lower prices. But you can compete on the quality of everyday items as well as the higher end products. And your knowledgeable, friendly customer service will beat the big box every time.
If you have questions on this or any other topic covered in my blog,
email me direct at: AlWarr16@gmail.com and put BLOG in the subject line.
Your privacy always respected.
from someone who has been there, done that.
Big box stores can wreak havoc on local small stores. When the big box opens, small stores that have served the community for years can be in trouble.
It doesn't have to be this way.
Big box stores typically do not offer the personalized service that the small store can offer. Just try asking for an item not found on big box shelves. Flustered clerks run to the company's computer--only to report that the item is not available.
Smaller stores can stock items that the big box won't carry. Sometimes these are everyday items. Other times they are higher end and higher priced. And small store customer service is a joy to deal with.
Small hardware stores have been particularly hard-hit by the big boxes. Other types of stores can feel the same pressures.
Example: I know a small hardware store that suffered great losses in business when the big box store opened in town. The owner re-invented the small business. In addition to specialty hardware, he began offering rentals--including trucks and trailers. It took time and careful thinking, but it worked.
Example: Another hardware store owner told me that she did not worry about the big box stores opening all around her. Her secret had always been top-of-the-line service, advice and information as well as extensive lines of stock. Professional plumbers and electricians depend on her and flock to her store, as well as homeowners looking to replace antique hardware. They appreciate the service, and they know that she will get them anything they might need--quickly and at competitive prices. Yes, she is completely computerized, and her store offers an extensive inventory of out-of-date items.
Other examples: Small toy stores can specialize in carrying not only the latest toys but older toys as well, along with an extensive selection of games. Bicycle shops can carry a wider selection of bikes than might be offered at the big box--including high end bikes--and they can offer club discounts, sponsor excursions, do repairs and the like. Specialty growers can display unusual annuals, perennials, shrubs and trees not offered at the big discounters. Bakers compete by offering high-end, custom confections. And so it goes.
Big box stores definitely have a place in our diverse economy. If I need a flat-head screwdriver, I'll be able to find a big selection there. But if I need an unusual size or one that will hold up for years, better to check with my local small store.
Owners of small stores know that they cannot compete with the big boxes on price alone. The big box will always win out on lower prices. But you can compete on the quality of everyday items as well as the higher end products. And your knowledgeable, friendly customer service will beat the big box every time.
If you have questions on this or any other topic covered in my blog,
email me direct at: AlWarr16@gmail.com and put BLOG in the subject line.
Your privacy always respected.
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