Engaging customers

     Free daily tips, info, advice, ideas, with business examples
     drawn from personal experiences starting, operating, and growing. 

     Customers who come to your retail place of business can be a gold mine. But only if you show them that yours is the best place to spend their time and money.

     Today, customers can buy by pressing the "Place Order" key. They can do it on the run. Coming to visit your bricks-and-mortar shop can be an inconvenience--so it's up to you to make it worth their while. And bring them back again. 

     Being offered tea and biscotti is the least customers expect these days. They want information. They want to be entertained. They want answers. It's all about them.

     Being totally focused on making the sale in front of you is risky. You lose the opportunity to learn what else the customer is interested in. And you might be risking losing the customer entirely, along with all their "likes" on Facebook.

     Taking an interest in your customer helps establish and enhance the relationship. Dig deeper in conversations, expanding beyond the subject at hand. It will pay off in the future. 

     Example: A hand painted silk scarf catches the eye of a browsing customer in your shop. She asks about it, and you describe the artist who does the painting. You show how the colors can be arranged in puffs and folds so that the scarf is very versatile--it can enhance any number of different outfits. The customers buys not only the scarf, but she orders two suits as well.

     This example, simple and certainly not original, can be used in other businesses.

     Example: A customer likes a recliner at a furniture store. It's common to engage the customer in a conversation about a matching sofa. But a conversation that leads into room layouts and design can open new possibilities. Put computer layouts to work. It elevates the relationship to a new level, and that can bring an otherwise one-time shopper back and back again. 

     Expanding the conversation  can work in service types of businesses as well as retail.

     Example: An accountant sees clients only at tax time. Take it to the next level. Invite several of them to attend a special session where you'll educate them on the latest tax rules and regs. You'll answer all their questions, serve coffee, and demonstrate new software for handling accounts. You become the go-to place for expert information, and your clients refer others to you. 

     Turn customer contacts into fun experiences, educational sessions, and a go-to place for information. The idea is to position your operation at the forefront of your customer's mind. Engage your customers and they will come back again and again, bringing others with them. 

     Other ways to enhance and grow your customer base are scattered throughout these write-ups. Put your creativity to work and come up with additional ways to engage the customer.    

Facebook etc.

     Free daily tips, info, advice, ideas, with business examples
     from a lifetime of experience starting, operating and growing businesses.

     Getting the word out is always a problem. Keeping it out there floating around your area of influence is another problem. 

     People in small business have wrestled with this problem since the beginning of time. And they have spent many dollars trying to advertise--who they are and what they do.

     Facebook came along with a solution to this advertising problem. Along with other social media, Facebook is quick, easy, effective--and free! 

     If you are just starting up, don't be intimidated. Log onto Facebook.com, follow some very simple instructions and you're suddenly out there in the big new world of connectivity. If you're still intimidated, simply ask any teenager for help.

     Example: A small women's clothing store uses Facebook to stay in touch. Upcoming sales are posted with pictures. Coupons are posted with pictures. An upcoming open house is posted with pictures.

     Example: A massage therapist posts pictures on Facebook showing people (no faces) getting all sorts of treatments--just hands working on bodies. The comments are about relieving muscle aches and pains, relieving stress, relaxing--and extending an invitation to get a free introductory session.

     Example: A garden center announces a half-day free hands-on session on Facebook showing homeowners and professionals how to build a patio, a fire pit, a brick wall. The pictures show hands only hard at work with pavers and bricks.

     Example: A law firm uses Facebook to announce upcoming free sessions on elder care, social security concerns, and how to deal with all those speeding tickets. Releases are always obtained from people whose faces are shown in the pictures. 

     Example: A consignment shop reaches out to Facebook friends, showing new items arriving at the bricks and mortar store. Pictures of jewelry, vintage clothing, collectibles and furniture attract attention and bring new customers to the shop.

     Facebook and other social media can work for any small business. Some will work better than others. But you don't know until you try. Run with what works.

     The icing on this cake is that Facebook reaches out to your friends and customers, and then they pass the word on to their friends. Your posting on Facebook can start the ball rolling.

     The key is the picture. People in small business should be snapping pictures every day. Upload them to Facebook with a brief comment and you're done. Pictures do not have to be professionally done. These are quick snapshots to promote--they don't have to be gallery-grade.

     Get in on the revolution. Use Facebook and other social media to get the word out--at least two or three times each week. Today, it's a fast-moving world.     

     

Getting beyond today

     Free daily tips, info, advice, ideas, plus business examples
     from a lifetime of experience in business.

     Problems are common in every small business. No matter who you are, no matter what your business, there are problems.

     Accountants and attorneys understand numbers and legal matters. But who among them has walked in the shoes of their clients?

     They have. They run businesses, too.

     Different small businesses are different. But they have much in common. Owners must worry about finding new clients, promoting the business, staying on top of developments in their field, managing on-going operations, dealing with the effects of technology, and running faster--just to stay in the same place. 

     Facing all the problems in small business requires a certain attitude. In my experience, that attitude has three components.

     Keep the focus. Day to day activities can eat up every hour of your time. When you are overwhelmed, your decisions might not be your best. Get a clear idea of who you are and what you are doing. Clear goals will get you where you want to go. They can change, but that is no reason not to have them.

     Plan ahead. Markets and customers change. In business you're sailing your ship on a vast ocean. Planning ahead helps you weather storms. Your business plan is your guide--whether you write it down or keep it churning in your head. I've found it useful to jot down ideas as they occur to me, throw these notes into a cigar box, and every couple of months go through the notes. Some of the ideas are good, others not. But this activity helps you keep perspective and helps in finding your unique path into your future. 

     Never give up. Giving up is the easy way out of problems. Throw up your hands, and it all goes away. But that's not who you are. You thrive on creative solutions to problems. You must go on--deep down it's you. Giving up is not a part of your attitude. Today's storm will pass, and the sun will come out tomorrow. Keep faith in yourself and in doing what you're doing. Find the way ahead.

     Running a race is never easy. If it were, everyone would be running. And in today's politically correct society, everyone would be a winner. Nice sentiment, but it ain't true. Each of us is different, and each of us finds a unique way ahead. It's part of being human.  

Replacing customers

     Free daily tips, info, advice, ideas with business examples
     from personal experiences--been there, done that.

     Sooner or later, you will lose every customer or client you have. 

     They move away. They grow older. They seek out a competitor. They no longer need your product or service. Their brother-in-law opens a similar business.

     So it goes.

     Example: Greta runs a yoga studio offering private and group sessions. When she lost one of her private session clients, she was prepared. The long time client one day announced that she was retiring from her corporate office job and moving away to another state. This would be her last session, she told Greta one evening. Greta hated to lose a client, especially one who had become a business friend. She took immediate action. She emailed the private time slot opening to all her group session clients and posted it to Facebook. The slot was quickly filled--because she had already decided how she would react when a private client dropped out.

     Think ahead. Have a plan in mind to deal with replacing clients. 

     Example: Carl is an interior decorator. He concentrates on corporate clients, small businesses, professional offices, along with some residential clients. One well-heeled matron was difficult to deal with, complaining loudly to Carl in front of others about a job in progress. The job he was doing for her required everything to be special-ordered on schedules out of Carl's control. But she was accustomed to having her way and disregarded all his explanations. She even complained about the timing of the project on social media sites. Carl took action--he refunded the matron's deposit and referred her to one of his competitors. 

     Now and then, your relationship with a client cannot be salvaged--no matter how hard you might try. The best solution sometimes is to resign the account. And move on.

     Example: Meg runs a gymnastics operation for children--up to about age 12. She attracts new attendees by holding open houses and promoting on social media. But children grow up, and Meg loses them. She decided to expand into dramatic arts, especially for budding teens interested in a career in theater. She found a compatible business partner who was teaching dramatic arts but had no studio. Together, Meg and her new partner now offer programs for young people age 6 to 18 and beyond. The new operation attracts even more attention to the gymnastics side of the house, and many of these get exposed to a career they might not have otherwise considered. In the face of losing kids after age 12, Meg found a way to expand. 

     The time to replace clients and customers is when you first get them. Sooner or later, plan on losing every one of them. Get ready.

     All examples in these write-ups are drawn from real business situations. The names are always changed. The intent here is to describe what others have done in their businesses, so that you might face and overcome problems of operating your own. 

Growing professionals

     Free daily tips, info, advice, ideas and examples from businesses
     from personal experience starting, operating and growing businesses.

     Small businesses have been slow to use social media to grow and expand. Finding new clients can be particularly difficult for professionals--therapists, accountants, lawyers, consultants, medical practitioners and others. 

     Example: Talisha is a CPA specializing in taxes. After asking for and receiving permission, she regularly takes pictures of clients as she tells them they are getting big tax refunds. The surprised and smiling faces of clients now pop out on Talisha's website and they adorn her Facebook page as well. The word spreads and the calls come in. 

     Example: Herb is a business coach. He helps business owners with cash problems, growing pains, product branding, and other concerns. To expand his client base, Herb put his profile on LinkedIn. He followed up by targeting small business owners and connected with them, writing a brief message introducing his private services and listing his private email address. It worked. New clients regularly respond directly to Herb with questions. He has entered into a coaching agreement with several of them.

     Example: Tom is a young attorney. After passing the bar exam, he rented an office and began spending several hours a day at his computer. He set up a website and began writing a blog two or three times each week. The blog explains common problems people face--traffic tickets, minor traffic accidents, getting sued, the differences in various type of business organization--incorporations, partnerships, LLCs, etc. Tom does not give out legal advice in his write-ups--they are designed to educate and inform. He drives people to his website, and to the blog, with a presence on Facebook, LinkedIn, Twitter and others. Potential new clients regularly call his office. 

     Other professionals can use social media to find new clients. Therapists, dentists, chiropractors, consultants, engineers, designers, medical practitioners, and others can tap into the general public's thirst for information.

     It can be a three step process: 1. Attract attention on social media. 2. Point to your website. 3. Provide useful information. Throughout the process, build trust, be friendly, show that you are qualified, and give out general information on what you do--from the reader's point of view. In other words, it's always about them, not you.

     Many additional examples are scattered throughout these write-ups. Examples are taken from real businesses, but the name is always changed. Tell me about your experiences with what works and what has not worked for you. Email me at AlWarr16@gmail.com, putting BLOG in the subject line.     

Roll with the punch

     Free tips, info, advice, ideas and examples from real businesses--
     from personal experience starting, operating and growing businesses of my own.

     In small business, your business is you. You roll with the punch.

     Economic downturns, endless regulations, employees who do you a favor just by showing up, cash flow problems--it's enough to get you depressed.

     All this and there's never enough money to grow and expand. 

     Example: When the current economy went south, Rita noticed a significant downturn in orders at her florist shop. It seemed that weddings were downsized, parties were postponed, and Mother's Day orders struggled to hold their own. Rita knew she had to roll with the punch. In the face of declining revenue, she decided to expand. With fewer orders, she had more time on her hands. No longer would she depend on the phone ringing. Instead, she began offering fresh flower arrangements to corporations, banks and professional offices--creating a new market for her florist shop. She partnered with a caterer to furnish fresh flower arrangements at events--creating another new market she did not serve before. She joined two networking groups. With these initiatives, Rita is riding out the economic downturn. She is not just surviving, her florist shop will come out of this difficult period with a wider and more diverse customer base.

     When sales decline, owners of small businesses get moving. They figure out alternatives to face the problem head-on. 

     Example: Ella runs a yoga studio. She holds classes and offers private sessions. When her lease was almost up, the landlord notified Ella that the rent would be doubling. She had sixty days to solve the problem. Her alternatives were slim--pay the new rent amount, find another space, or find a compatible business partner. Ella proposed sharing space with a massage specialist who worked from home and was building a client base. They found a new space, large enough to accommodate both. By splitting the space and the rent, Ella's half of the monthly amount was less than she had been paying. By sharing space, both could continue focusing on business without interfering with the other.

     Non-competing small businesses can frequently hold down expenses by sharing space. Artists and artisans, holistic practitioners and other partnerships can use this technique.

     Example: Edward started his small baking operation by renting a local restaurant's licensed kitchen on days when the restaurant was closed. Here he baked brownies, cookies and other treats. Over time, Edward built up his business by selling more and more bakery items to area businesses, organizations, corporations and others. Suddenly the restaurant owner announced that he was retiring, closing, moving on--Edward would have about six months to make other arrangements for a licensed kitchen. Edward scrambled to find a suitable place, agree to a lease, buy used baking equipment, get it installed and inspected, and transition his baking to his new place. Today, Edward's bakery offers a wide variety of bakery items to area restaurants, caterers, and others. He built the customer base first, then worried about establishing a place of his own.

     Finding ways to grow and expand takes creative thinking. But owners of small businesses are nothing if not creative. The answer is found in three words. Never give up.

     You'll find many more examples of rolling with the punch in these write-ups. Every business faces problems. Unexpected disasters, economic downturns, sudden loss of a major client, employee problems, technology--the list is endless. But you roll with the punch and keep going.   
     

Bling your business

     Free daily tips, info, advice, ideas, and examples of business
     from personal experience in business--been there, done that. 

     Propel your business out of the shadows and into the limelight. Kick it up a notch with bling. 

     You know bling--shiny baubles, fun jewelry, sequins, things that light up like diamonds--and much, much more. 

     Example: Evita operates an upscale shop specializing in women's clothing and accessories. She offers fashionable outfits from up-and-coming designers from New York, Milan and London. Throughout her shop and on her Facebook page, Evita splashes lots of bling--flashy ornamentation and accessories. She changes her shop's window every week. There, a single chrome-skinned mannequin is splashed with bling. Fanning outward from the mannequin's feet, she arranges a bevy of colorful shoes--little more than straps and spike heels. The window is a town attraction, and it draws shoppers into the shop.

     Bling can be much more than shiny baubles. Using bling in business can amount to riding a horse of a different color.

     Example: A local dentist uses bling. Branding here is all about that toothy smile you can have when your teeth are perfect and gleaming. Print ads show a broadly smiling face with teeth prominently on display. Facebook entries emphasize the ease of getting that youthful smile back. The bling works. People call for appointments--to clean, to straighten, to get crowns, and other dental work. 

     More examples: Many small businesses have figured out that bling helps attract attention and bring more clients and customers. Pet shops show puppies with flashy collars. Hair stylists put sequins in the hair of party-goers. Attorneys specializing in elder care show smiling grandparents making living wills. Yoga instructors show photos of seniors throwing away their walkers. Food stores put out racks of recipes showing mouthwatering meals you can prepare in minutes. Landscapers and garden centers use a picture of your place, feed it into their computer, and presto! your nondescript yard becomes an award-winning garden. Aggressive law firms put ads on television to attract clients wronged by products and medications--this bling puts out-of-sight dollars in the eye of the beholder. And so it goes. 

     You can use bling in any business. Just be careful not to overdo it, less you run the risk of appearing trashy, turning off the very customers/clients you want to attract. Instead, concentrate on fun and leading edge optimism--smiling faces, happy children, cuddly pets. Bling is more than shiny baubles. 

     More marketing tactics and strategies can be found throughout these write-ups. Many examples are included so you can find your type of business among them. All names are changed, but the businesses described are from real life. People in small business are inventive!