Free daily tips, information, advice, ideas and examples taken from real life
and my personal experience starting, operating and growing small businesses.
Corporate America and small business America occupy different planets. They speak different languages. The culture is completely different.
People who run small businesses are "can do" people. But you know that. You're one of them.
Example: Mary had a long and successful career at a major international corporation. The time came when the company offered several employees early retirement packages. Mary decided to take the substantial payout and set up a small business of her own. She took some time off. Then she bought a fast food franchise, joined the local chamber of commerce, and proudly held a grand opening. Then the hard lessons came. She quickly got an education in the differences between small business America and the corporate position she had left behind. She found herself mopping the floor when the cleaning people didn't show. She calmed down upset customers, calling the police when a drunk would not leave. She jumped in when the cook fell ill. Exhausted, she subsequently sold the business. Today, Mary makes pottery in her garage studio and is building a business she loves.
In corporate America, there is a department for everything. When there's a problem, you call someone. Or you hold a meeting.
In small business America, you are it. You handle whatever comes up. Yours are the hands you depend on.
Example: John also took an early retirement package from a major company. He had decades of experience, part of a corporate team selling the company's products to a long list of clients. John invested his payout, tucking it all away in municipal bonds. Then he started a one-man business as an independent manufacturer's representative--being careful not to compete with his former employer. But the clients he already knew needed other products, and they received him warmly when he called. John also used these relationships to network his way to additional possibilities. He quickly built his own small business based on what he already knew. The last time we talked, he wondered aloud why he didn't leave corporate America sooner.
Everyone I ever met in corporate America has thought about leaving. That prospect of a nice little business of your own, where you're the boss, is always appealing--especially when you're sitting in those endless meetings.
When you do decide to leave, however, to start a business, make sure it's doing something you love. That way, you won't mind all those dirty details that pop up.
Leaving corporate America is a big step. I know. I did it myself when I was 35. Now, at 78, I wonder why it took me so long.
Thursday, September 11, 2014
Wednesday, September 10, 2014
Your customer is king
Free daily tips, info, advice and ideas for small business
from my personal experience--been there, done that.
Much has been said about customers--how to get them, how to make them happy, how to keep them coming back.
It bears repeating. Your customer is king.
Example: Early in my first business (graphic arts/printing), I received a call from a customer on Easter Sunday morning. (Yes, I gave out my personal phone number to customers.) He had a problem--a board meeting had been called suddenly for the next morning. He needed a booklet--designed, printed and delivered overnight. I did not hesitate--yes, we could do the job. A very hectic 24 hours followed, but the booklets were delivered to his boardroom before 7 a.m. the next morning to a happy customer. Later that week, I hand-delivered the invoice and he approved it immediately. Further, he had the payment check cut while we sat discussing another job he had in mind. Our relationship continued for many years.
Customers have problems of their own. Your business is best served when you solve their problems, on their terms, in their time frame.
Example: An attorney was engaged by a lady to draw up her will. She had some unusual requests, and the attorney listened patiently. But instead of leading the client through the problems, the attorney saw an opportunity to draw out the situation and increase the fees. He suggested a series of meetings to sort through all the details. This might have helped his cash flow, but the client saw it as annoying. She also suspected his true intentions. He lost a client that day--not only for the will, but for some large property transfers she subsequently made.
Customers are not dummies. They come to you with a problem which they expect you to solve--whether it's to buy a dozen cookies or make that neck pain go away. They don't come to you to be manipulated.
Successful business people keep focused on the customer--not your own problems. Give them what they want and that will solve your problems.
You'll find many examples throughout these write-ups showing how to find and keep your clients/customers. It ain't rocket science, even with today's galloping technology. It's common sense and person to person relationships. Keep the focus.
from my personal experience--been there, done that.
Much has been said about customers--how to get them, how to make them happy, how to keep them coming back.
It bears repeating. Your customer is king.
Example: Early in my first business (graphic arts/printing), I received a call from a customer on Easter Sunday morning. (Yes, I gave out my personal phone number to customers.) He had a problem--a board meeting had been called suddenly for the next morning. He needed a booklet--designed, printed and delivered overnight. I did not hesitate--yes, we could do the job. A very hectic 24 hours followed, but the booklets were delivered to his boardroom before 7 a.m. the next morning to a happy customer. Later that week, I hand-delivered the invoice and he approved it immediately. Further, he had the payment check cut while we sat discussing another job he had in mind. Our relationship continued for many years.
Customers have problems of their own. Your business is best served when you solve their problems, on their terms, in their time frame.
Example: An attorney was engaged by a lady to draw up her will. She had some unusual requests, and the attorney listened patiently. But instead of leading the client through the problems, the attorney saw an opportunity to draw out the situation and increase the fees. He suggested a series of meetings to sort through all the details. This might have helped his cash flow, but the client saw it as annoying. She also suspected his true intentions. He lost a client that day--not only for the will, but for some large property transfers she subsequently made.
Customers are not dummies. They come to you with a problem which they expect you to solve--whether it's to buy a dozen cookies or make that neck pain go away. They don't come to you to be manipulated.
Successful business people keep focused on the customer--not your own problems. Give them what they want and that will solve your problems.
You'll find many examples throughout these write-ups showing how to find and keep your clients/customers. It ain't rocket science, even with today's galloping technology. It's common sense and person to person relationships. Keep the focus.
Tuesday, September 9, 2014
5 ways to promote
Free daily write-ups to help people in small business grow--
from my lifetime of experience starting, operating and expanding businesses.
All publicity is good. Whether it's positive or negative, publicity gets eyeballs on you and your business. Publicity of any kind gets the word out, keeps people talking about you.
Of course, if it's negative, you'll want to do some things to correct it. See other write-ups in this series on how to combat negative publicity.
I learned many years ago that publicity is a lot more than issuing a press release now and then. Here are five promotional techniques that have proven track records.
Events attract attention. Hold an anniversary party, offer free demonstrations of what you do, set up a free sample table, set up a tent and invite the whole town, schedule an open house, celebrate spring, get a band to come in and perform--or at least a guitar player, launch hot air balloon rides from the parking lot. The list is as long as your imagination. Events attract attention, bring people to you and get them talking about you and your operation.
Partner with another business. I know a chiropractor who partners with a fitness operation. They refer people back and forth and sometimes they come together to hold an event open to the public. It's an informal relationship that works with non-competing operations but who target many of the same customers. How about a restaurant and a garden center? A jewelry maker and a gift shop? A pet store with a veterinarian? Who is your target customer/client?
Network your way through the community. Join a networking group or the chamber of commerce, form a networking group of your own. Don't just pass out business cards--meet new people, engage them in conversation, get to know them in the 15 minutes you spend talking. Do this with no more than half a dozen at any meeting. Then follow up. Check out the MeetUp.com website for networking groups operating in your area--or form one of your own.
Facebook is an excellent way to promote your business. Snap a quick photo of what you do, your place of business, even a selfie and post it to your Facebook page. This is not an advertisement--rather, it goes to the heart of what an ad does. You are reminding people who you are. The 3 or 4 seconds a viewer sees you on Facebook can be more valuable than a $500 ad placed in a publication. Keep fresh photos going up on the Facebook page. You are building relationships with your public. Even publications use Facebook.
Volunteer for community activities or hold them yourself. Support local sports teams (bowling, billiards, baseball, soccer, etc.), support food banks and kids activities, blood drives, fund raisers, walks and races where part of the proceeds goes to disease research--or buy equipment for the local clinic or hospital. In other words, do good works. Your participation will return to you many times over.
Many opportunities are available to you to promote your business. Notice that there is not a single costly advertisement mentioned in these five promotional methods. You can promote with little or no money out of pocket--or you can spend the dollars you might have spent on an ad by holding an event.
Yeah. And send out a press release to your local paper. Just make sure you send it two or more weeks in advance of the event you're doing. They have deadlines, too.
You'll find many examples of promotional activities in the write-ups I've done. One is called "Spreading the Word" and another is "Partners in Business" and they cover all sorts of businesses--from lawyers to landscapers, bakeries to bookstores, teachers to therapists, salons to spas. Find yourself!
from my lifetime of experience starting, operating and expanding businesses.
All publicity is good. Whether it's positive or negative, publicity gets eyeballs on you and your business. Publicity of any kind gets the word out, keeps people talking about you.
Of course, if it's negative, you'll want to do some things to correct it. See other write-ups in this series on how to combat negative publicity.
I learned many years ago that publicity is a lot more than issuing a press release now and then. Here are five promotional techniques that have proven track records.
Events attract attention. Hold an anniversary party, offer free demonstrations of what you do, set up a free sample table, set up a tent and invite the whole town, schedule an open house, celebrate spring, get a band to come in and perform--or at least a guitar player, launch hot air balloon rides from the parking lot. The list is as long as your imagination. Events attract attention, bring people to you and get them talking about you and your operation.
Partner with another business. I know a chiropractor who partners with a fitness operation. They refer people back and forth and sometimes they come together to hold an event open to the public. It's an informal relationship that works with non-competing operations but who target many of the same customers. How about a restaurant and a garden center? A jewelry maker and a gift shop? A pet store with a veterinarian? Who is your target customer/client?
Network your way through the community. Join a networking group or the chamber of commerce, form a networking group of your own. Don't just pass out business cards--meet new people, engage them in conversation, get to know them in the 15 minutes you spend talking. Do this with no more than half a dozen at any meeting. Then follow up. Check out the MeetUp.com website for networking groups operating in your area--or form one of your own.
Facebook is an excellent way to promote your business. Snap a quick photo of what you do, your place of business, even a selfie and post it to your Facebook page. This is not an advertisement--rather, it goes to the heart of what an ad does. You are reminding people who you are. The 3 or 4 seconds a viewer sees you on Facebook can be more valuable than a $500 ad placed in a publication. Keep fresh photos going up on the Facebook page. You are building relationships with your public. Even publications use Facebook.
Volunteer for community activities or hold them yourself. Support local sports teams (bowling, billiards, baseball, soccer, etc.), support food banks and kids activities, blood drives, fund raisers, walks and races where part of the proceeds goes to disease research--or buy equipment for the local clinic or hospital. In other words, do good works. Your participation will return to you many times over.
Many opportunities are available to you to promote your business. Notice that there is not a single costly advertisement mentioned in these five promotional methods. You can promote with little or no money out of pocket--or you can spend the dollars you might have spent on an ad by holding an event.
Yeah. And send out a press release to your local paper. Just make sure you send it two or more weeks in advance of the event you're doing. They have deadlines, too.
You'll find many examples of promotional activities in the write-ups I've done. One is called "Spreading the Word" and another is "Partners in Business" and they cover all sorts of businesses--from lawyers to landscapers, bakeries to bookstores, teachers to therapists, salons to spas. Find yourself!
Monday, September 8, 2014
Referrals, referrals
Free daily tips, information, advice, ideas and real life examples
from my lifetime of experience starting, operating and growing small businesses.
All businesses get referrals. Referrals come to you on someone else's recommendation. It happens because people like to talk to each other.
These days, people are all over phones, emails, Facebook and more. They are texting each other. Communication between individuals has exploded. Think Angie's List, Instagram, LinkedIn and other social interactions.
The Internet offers many opportunities to reach out. Use it to go beyond your current customer/client base to put your business in front of others. But there's even more.
Example: Takesha opened her small neighborhood cafe offering meals based on family recipes. After the initial grand opening activity, business settled into a ho-hum routine. She knew that, if she could get more people through the door, they would become regulars--and bring even more. To spread the word, she had some special cards printed. One side showed a colorful picture of a plate overflowing with a meal. The other side was printed like a coupon--present the card and receive any menu item at half-price. The card was not to be used by the customer but passed to a friend, and there was an expiration date. Soon the cards began to come back in, and Takesha saw faces that she had not seen before. For the price of one half-priced meal, she doubled her customers, putting regulars to work in the field. She continues to use this method of getting referrals--not all the time, but at least twice each year.
This simple method can work in all sorts of businesses. Fitness centers, bakeries, salons, wellness centers, health food stores, garden centers, and others can use the coupon to put current customers to work--bringing them back, or introducing their friends to the operation.
Example: Robert runs a small construction company, handling projects building single family homes, clinics and professional offices. To grow, he actively follows up with clients on a regular basis. Two or three times each year, he calls or visits each of them, ferrets out any problems they might be having, nails down any expansions they might be planning--and asks for referrals. These follow-ups enhance Robert's reputation and keep his construction capabilities fresh in their minds. Dentists, doctors, accountants, lawyers and other business people know what's going on in the community, including upcoming construction opportunities, and they happily refer Robert to others. Robert has developed quite a referral network, and jobs regularly coming knocking at his door.
People naturally refer people to you. But you can do some simple things to keep the referrals moving faster.
Example: A more aggressive variation is practiced by Kristin. She runs a printing operation serving regional clients--businesses, colleges and professionals. Kristin makes it a point to call every one of her customers every 3 months asking for 3 referrals. It's an old tactic used in the insurance industry, and it works. That phone call reminds Kristin's customers of her capabilities and, asking for referrals, prompts the customers to pass the word around. Subsequently, Kristin calls each of the referrals, introduces herself, and asks if she might mail or email some information on her company--or make an in-person appointment. In the course of five years, Kristin has expanded her operation twice, attributing much to her pursuit of referrals. Sometimes this method works beautifully, other times, not so much. You're playing the odds here. But if you don't try, you have no chance at all.
When you call asking for referrals, begin by asking if there's anything they need. Only later in that conversation do you ask for referrals--names and contact information.
Referrals are the most important source of new business. Nothing else comes close by comparison. Throughout these write-ups I've talked about referrals. See "Increasing Referrals" and "Spreading the Word" and other earlier write-ups.
from my lifetime of experience starting, operating and growing small businesses.
All businesses get referrals. Referrals come to you on someone else's recommendation. It happens because people like to talk to each other.
These days, people are all over phones, emails, Facebook and more. They are texting each other. Communication between individuals has exploded. Think Angie's List, Instagram, LinkedIn and other social interactions.
The Internet offers many opportunities to reach out. Use it to go beyond your current customer/client base to put your business in front of others. But there's even more.
Example: Takesha opened her small neighborhood cafe offering meals based on family recipes. After the initial grand opening activity, business settled into a ho-hum routine. She knew that, if she could get more people through the door, they would become regulars--and bring even more. To spread the word, she had some special cards printed. One side showed a colorful picture of a plate overflowing with a meal. The other side was printed like a coupon--present the card and receive any menu item at half-price. The card was not to be used by the customer but passed to a friend, and there was an expiration date. Soon the cards began to come back in, and Takesha saw faces that she had not seen before. For the price of one half-priced meal, she doubled her customers, putting regulars to work in the field. She continues to use this method of getting referrals--not all the time, but at least twice each year.
This simple method can work in all sorts of businesses. Fitness centers, bakeries, salons, wellness centers, health food stores, garden centers, and others can use the coupon to put current customers to work--bringing them back, or introducing their friends to the operation.
Example: Robert runs a small construction company, handling projects building single family homes, clinics and professional offices. To grow, he actively follows up with clients on a regular basis. Two or three times each year, he calls or visits each of them, ferrets out any problems they might be having, nails down any expansions they might be planning--and asks for referrals. These follow-ups enhance Robert's reputation and keep his construction capabilities fresh in their minds. Dentists, doctors, accountants, lawyers and other business people know what's going on in the community, including upcoming construction opportunities, and they happily refer Robert to others. Robert has developed quite a referral network, and jobs regularly coming knocking at his door.
People naturally refer people to you. But you can do some simple things to keep the referrals moving faster.
Example: A more aggressive variation is practiced by Kristin. She runs a printing operation serving regional clients--businesses, colleges and professionals. Kristin makes it a point to call every one of her customers every 3 months asking for 3 referrals. It's an old tactic used in the insurance industry, and it works. That phone call reminds Kristin's customers of her capabilities and, asking for referrals, prompts the customers to pass the word around. Subsequently, Kristin calls each of the referrals, introduces herself, and asks if she might mail or email some information on her company--or make an in-person appointment. In the course of five years, Kristin has expanded her operation twice, attributing much to her pursuit of referrals. Sometimes this method works beautifully, other times, not so much. You're playing the odds here. But if you don't try, you have no chance at all.
When you call asking for referrals, begin by asking if there's anything they need. Only later in that conversation do you ask for referrals--names and contact information.
Referrals are the most important source of new business. Nothing else comes close by comparison. Throughout these write-ups I've talked about referrals. See "Increasing Referrals" and "Spreading the Word" and other earlier write-ups.
Friday, September 5, 2014
Bankruptcy
Free daily tips, information, advice to help you run your small business
from my personal experience in starting, operating and expanding my own.
When a business is struggling, many things can be done to rescue it. If that is where you are, see previous write-ups for ways to get your business back on a healthy course.
But sometimes a business can sour beyond repair. It might be the fault of the economy, or regulations, or technology, or your bad decisions. Whatever the fault, bankruptcy offers you an alternative.
You need to know what you're facing in bankruptcy. You need to educate yourself before you visit the bankruptcy lawyer.
Basically, there are two types of bankruptcy that you need to investigate. Chapter 7 is liquidation, and Chapter 13 is reorganization. But to get from here to there, do a Google search. You'll find tons of information, background and the differences that might apply to your situation.
That's if you're thinking of bankruptcy for your own business. Be forewarned, however, that your business can be on the receiving end of someone else's bankruptcy.
Example: Shelley ordered accessories for her dress shop from a small manufacturer/supplier--jewelry, scarves, handbags, and more. The invoice for the goods always arrived a few days later, giving Shelley 30 days to pay in full. Ten days after the latest delivery came, a court order arrived. The manufacturer had declared bankruptcy. and the court ordered all shipments be returned. Shelley had not paid for the accessories, and she had already sold some of them. Nevertheless, she was caught up in another's bankruptcy. It took time to straighten out the mess, but Shelley survived--and learned a valuable lesson. Never depend on a single manufacturer/supplier for a major portion of things you buy for resale. And always know the practices of bankruptcy courts in your area.
The ways in which laws are implemented can vary in different areas of the country. I do not recommend handling a bankruptcy yourself--you need to consult an attorney.
Example: Bill had a problem of a different sort. His printing business had gone downhill as technology marched ever onward. Bill had not stayed on top of advances in printing efficiency and productivity. Former customers left, finding cheaper alternatives elsewhere. Bill's business spiraled down, and finally he was forced to call a bankruptcy lawyer. The Chapter 13 proceedings (reorganization) took time, but Bill managed to save his business by getting it on a better footing. By concentrating on different types of customers, he gradually pulled the business out of the fire. Today, Bill's bankruptcy is behind him. Having gone through a near disaster, Bill is acutely aware of technological innovations in his industry, and he is determined that bankruptcy won't happen again.
Small businesses exist in a soup of economic changes and regulation. To thrive, business owners must be aware of what's going on around them.
Bankruptcy laws exist to give you a second chance. The time to avoid bankruptcy is before you arrive at the point of no return. Dust off your business plan. Whether you write it down or keep it in your head, a business plan can help you avoid bankruptcy.
Your business plan is your guide. Take a selfie now and then. Is your operation in line with your business plan? If not, rethink it. (See previous write-ups here on business plan fundamentals.)
from my personal experience in starting, operating and expanding my own.
When a business is struggling, many things can be done to rescue it. If that is where you are, see previous write-ups for ways to get your business back on a healthy course.
But sometimes a business can sour beyond repair. It might be the fault of the economy, or regulations, or technology, or your bad decisions. Whatever the fault, bankruptcy offers you an alternative.
You need to know what you're facing in bankruptcy. You need to educate yourself before you visit the bankruptcy lawyer.
Basically, there are two types of bankruptcy that you need to investigate. Chapter 7 is liquidation, and Chapter 13 is reorganization. But to get from here to there, do a Google search. You'll find tons of information, background and the differences that might apply to your situation.
That's if you're thinking of bankruptcy for your own business. Be forewarned, however, that your business can be on the receiving end of someone else's bankruptcy.
Example: Shelley ordered accessories for her dress shop from a small manufacturer/supplier--jewelry, scarves, handbags, and more. The invoice for the goods always arrived a few days later, giving Shelley 30 days to pay in full. Ten days after the latest delivery came, a court order arrived. The manufacturer had declared bankruptcy. and the court ordered all shipments be returned. Shelley had not paid for the accessories, and she had already sold some of them. Nevertheless, she was caught up in another's bankruptcy. It took time to straighten out the mess, but Shelley survived--and learned a valuable lesson. Never depend on a single manufacturer/supplier for a major portion of things you buy for resale. And always know the practices of bankruptcy courts in your area.
The ways in which laws are implemented can vary in different areas of the country. I do not recommend handling a bankruptcy yourself--you need to consult an attorney.
Example: Bill had a problem of a different sort. His printing business had gone downhill as technology marched ever onward. Bill had not stayed on top of advances in printing efficiency and productivity. Former customers left, finding cheaper alternatives elsewhere. Bill's business spiraled down, and finally he was forced to call a bankruptcy lawyer. The Chapter 13 proceedings (reorganization) took time, but Bill managed to save his business by getting it on a better footing. By concentrating on different types of customers, he gradually pulled the business out of the fire. Today, Bill's bankruptcy is behind him. Having gone through a near disaster, Bill is acutely aware of technological innovations in his industry, and he is determined that bankruptcy won't happen again.
Small businesses exist in a soup of economic changes and regulation. To thrive, business owners must be aware of what's going on around them.
Bankruptcy laws exist to give you a second chance. The time to avoid bankruptcy is before you arrive at the point of no return. Dust off your business plan. Whether you write it down or keep it in your head, a business plan can help you avoid bankruptcy.
Your business plan is your guide. Take a selfie now and then. Is your operation in line with your business plan? If not, rethink it. (See previous write-ups here on business plan fundamentals.)
Thursday, September 4, 2014
App or Facebook?
Free daily tips, information, ideas, advice and examples for people in small business
from a lifetime of personal experience in starting, operating and growing businesses of my own.
Finding and keeping customers is a constant concern in small business. Today's technology offers many options.
You can put up a website, post pictures on Facebook, spread the word via LinkedIn and other ways.
Or you can have your own app.
Example: I know a restaurant/bar that some time ago set up a phone-in system so that regulars could order ahead. When they arrived, their table was ready and the meal was served immediately. The lady who runs this restaurant is on top of today's galloping technology. She has arranged to set up an app for mobile phones to take ordering ahead to a whole new level. She has her eye firmly on customer convenience--and expanding in today's technology-savvy marketplace.
Many bigger companies try to reel in customers with apps on mobile phones. But the big boxes are still learning the ropes. Some to a good job, others do not.
Use of apps differs drastically from the use of a website. Content on websites is usually lengthy and requires some navigation. Content on apps is brief and to the point--or it should be.
Your customers will not waste their time on apps that are hard to navigate, that take multiple steps to get what they want, or that lose track of where they were when they interrupt the experience. It's all about them, not you.
Examples: Apps have exploded in popularity. If you're not quite ready to have your own app, consider Facebook. Facebook offers an easy to use alternative for small businesses. And it's free. I know dozens of businesses that have established their Facebook pages. The list is endless--restaurants, dress shops, pizza places, fitness centers, gift shops, chiropractors, holistic practitioners, auto repairers, ice cream emporiums, galleries, artists, artisans, and more. Quick pictures can be uploaded to your Facebook page to attract customers--and referrals.
If you want to take advantage of using your own app, then by all means go for it. But if you want an easier alternative for the time being, use the Facebook route.
You face many choices when you run a small business. I know--I've been there and done that. Just keep your goal always in mind. And never give up!
from a lifetime of personal experience in starting, operating and growing businesses of my own.
Finding and keeping customers is a constant concern in small business. Today's technology offers many options.
You can put up a website, post pictures on Facebook, spread the word via LinkedIn and other ways.
Or you can have your own app.
Example: I know a restaurant/bar that some time ago set up a phone-in system so that regulars could order ahead. When they arrived, their table was ready and the meal was served immediately. The lady who runs this restaurant is on top of today's galloping technology. She has arranged to set up an app for mobile phones to take ordering ahead to a whole new level. She has her eye firmly on customer convenience--and expanding in today's technology-savvy marketplace.
Many bigger companies try to reel in customers with apps on mobile phones. But the big boxes are still learning the ropes. Some to a good job, others do not.
Use of apps differs drastically from the use of a website. Content on websites is usually lengthy and requires some navigation. Content on apps is brief and to the point--or it should be.
Your customers will not waste their time on apps that are hard to navigate, that take multiple steps to get what they want, or that lose track of where they were when they interrupt the experience. It's all about them, not you.
Examples: Apps have exploded in popularity. If you're not quite ready to have your own app, consider Facebook. Facebook offers an easy to use alternative for small businesses. And it's free. I know dozens of businesses that have established their Facebook pages. The list is endless--restaurants, dress shops, pizza places, fitness centers, gift shops, chiropractors, holistic practitioners, auto repairers, ice cream emporiums, galleries, artists, artisans, and more. Quick pictures can be uploaded to your Facebook page to attract customers--and referrals.
If you want to take advantage of using your own app, then by all means go for it. But if you want an easier alternative for the time being, use the Facebook route.
You face many choices when you run a small business. I know--I've been there and done that. Just keep your goal always in mind. And never give up!
Wednesday, September 3, 2014
Independent stores
Free daily tips, ideas, information and advice for people in small business
from personal experience starting, operating and growing small businesses of my own.
Small single-location independent operations are often the backbone of communities. But all of them--neighborhood grocers, bookstores, hardware stores, butcher shops, cafes and restaurants--face big time competition from big box chains.
Example: William took over the family butcher shop when his father died back in the 1980s. William had learned butchering at his father's knee. He quickly began to realize that it took more than butchering to survive in the face of the big supermarkets. He took a multi-faceted approach: (1) He spent more time with customers--explaining different cuts of meats, answering their questions on how to cook a roast and what to do with left-overs. (2) He added recipes to his web site, along with tips on meat preparation. (3) He posted conspicuous signs in the shop--grass fed, hormone free, all natural, etc. (4) He took pictures of sides of beef and more pictures as he butchered the various cuts--and he posted them on his Facebook page. In short, William promoted the shop and became the "go to" butcher in the area. Today, he has many loyal customers, and they bring referrals.
Promoting is the key to thriving in today's competitive marketplace. And there are many ways to promote your business.
More examples: I know small bookshops, fitness centers, small cafes and restaurants, gift shops, hardware operations and others that use all sorts of techniques to promote service and value. Small independent cafes and restaurants target specific classes of customers. You cannot be everything to everybody, but you can concentrate on hearty breakfasts to attract office workers and tradespeople. Offering healthy lunches featuring fresh foods or farm-to-table can attract certain customers. Small independent book stores can order and get a requested book overnight, they run book clubs (popular with children), they schedule book signings, and they partner with other businesses in the community to hold events. Small independent gift shops specialize in one-of-a-kind creations by artists and artisans to attract a loyal and returning customer base. Small independent fitness centers provide personal trainer services to clients, they might target specific types of clients--out of shape middle aged, students looking for more training, strength enthusiasts, seniors needing exercise.
When you target your customers and promote your operation, you are getting your business out into the community. Clients remember you and refer others to you.
Educating the public (and your customers) is very important in small shops. Everyone has been disappointed with the lack of knowledge and concern by clerks at the big box stores. Play off it.
from personal experience starting, operating and growing small businesses of my own.
Small single-location independent operations are often the backbone of communities. But all of them--neighborhood grocers, bookstores, hardware stores, butcher shops, cafes and restaurants--face big time competition from big box chains.
Example: William took over the family butcher shop when his father died back in the 1980s. William had learned butchering at his father's knee. He quickly began to realize that it took more than butchering to survive in the face of the big supermarkets. He took a multi-faceted approach: (1) He spent more time with customers--explaining different cuts of meats, answering their questions on how to cook a roast and what to do with left-overs. (2) He added recipes to his web site, along with tips on meat preparation. (3) He posted conspicuous signs in the shop--grass fed, hormone free, all natural, etc. (4) He took pictures of sides of beef and more pictures as he butchered the various cuts--and he posted them on his Facebook page. In short, William promoted the shop and became the "go to" butcher in the area. Today, he has many loyal customers, and they bring referrals.
Promoting is the key to thriving in today's competitive marketplace. And there are many ways to promote your business.
More examples: I know small bookshops, fitness centers, small cafes and restaurants, gift shops, hardware operations and others that use all sorts of techniques to promote service and value. Small independent cafes and restaurants target specific classes of customers. You cannot be everything to everybody, but you can concentrate on hearty breakfasts to attract office workers and tradespeople. Offering healthy lunches featuring fresh foods or farm-to-table can attract certain customers. Small independent book stores can order and get a requested book overnight, they run book clubs (popular with children), they schedule book signings, and they partner with other businesses in the community to hold events. Small independent gift shops specialize in one-of-a-kind creations by artists and artisans to attract a loyal and returning customer base. Small independent fitness centers provide personal trainer services to clients, they might target specific types of clients--out of shape middle aged, students looking for more training, strength enthusiasts, seniors needing exercise.
When you target your customers and promote your operation, you are getting your business out into the community. Clients remember you and refer others to you.
Educating the public (and your customers) is very important in small shops. Everyone has been disappointed with the lack of knowledge and concern by clerks at the big box stores. Play off it.
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