Free daily tips, information, advice and ideas
to help you better manage your small business.
Gift certificates can be good promotional tools for your small business. Use them to expand your reach into the community you serve.
Gift certificates can take different forms. Think of them as upscale coupons. Some business owners print them on post cards and mail them--to existing customers or to a mailing list. Other business owners hire an artist to create a special certificate for that business only. Stock gift certificates are available at office supply stores--just fill in the blanks.
Example: Elena operates a wellness center. She started out as a specialist in several types of massage. She expanded by bringing in other specialists--in yoga, hypnosis, nutrition, and more. She has used gift certificates in various denominations to be used for massages. This promotes the center and the other specialists benefit as well. Clients use the gift certificates Elena hands out for themselves--they are made out in the client's name. They also buy gift certificates to be used as gifts for their friends.
Gift certificates can be for any amount and still be effective. With an amount printed on the gift certificate, it has the feel of real dollars. A $10 certificate can be just as effective as one for $100--depending on the circumstances. Either one can return to you in the hand of a new client.
Example: Takira is an artist, a designer who makes jewelry and small accessories for women. She specializes in using unusual materials--no gold or silver here. What she is selling is her unique and creative ability to bring together everyday things in new ways--pins, earrings, bracelets, necklaces. These sell for prices beginning at $25 and going up to $125. She hands out $5 gift certificates to people. The certificates carry a one-month expiration date but no name--anyone can use them. These bring customers back to Takira or they pass them on to friends. The $5 is prominently displayed--it feels like money and works better than a 20% off coupon.
Try gift certificates in your own operation. You can have them printed for handing out, or you can add to your website. They keep you in the minds of your existing clients, and they can get passed around--bringing you referrals.
Many small businesses hand out gift certificates or cards to employees--for holidays or to reward excellent performance. You win, the employee wins, and the business that issues them wins.
Tuesday, March 17, 2015
Monday, March 16, 2015
Voice mail blues
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to help you better manage your small business.
Voice mail can be a good thing. And it can be a bad thing.
One thing is sure. Voice mail is on the decline. More people are sending text messages these days and more are using social media for contacts.
The telephone is absolutely necessary in business. But a phenomenon is occurring with voice mail and people in small business should take note.
Voice mail can give you a clue as to the age of your callers. Older callers are more likely to leave a message on your voice mail. No so with the younger set--I'm talking teens and twenties and even thirty-somethings here. These callers simply hang up.
Voice mail can be a useful tool in small businesses. Frequently, a small business is only one person. Think therapists, chiropractors, pet groomers, small shop owners, electricians, plumbers, and the list goes on.
A specialist needs to be doing the jobs that will bring in the cash flow. Voice mail helps small businesses organize time. The distractions of ringing telephones can be re-directed to voice mail. And these can be tended to at a time more convenient to the business owners.
Therein lies the problem. The caller doesn't care about your convenience.
Example: I write a weekly business column for a local newspaper. The column is informational and directed to the general reading public. Businesses are introduced and the write-up offers good promotion for the small operations. To do groundwork, I call a dozen or so business owners every week. Frequently, my call goes to voice mail. I leave a message, identifying myself, referencing the weekly column, and offering to write about the business in the next paper. I am always careful to say that I'm not selling anything, saying that it will be free publicity for them. About half the time I get a callback within a day or two. Some call back a week or a month later. And others are never heard from.
Voice mail is too often used for the convenience of the business owner, not the caller. Callers expect a live voice to answer. All of us know the frustrations of not being able to get a live person on the other end.
When people are directed to leave a message on voice mail, more and more of them are hanging up. You might have lost a sale, a referral, a business deal, or worse. The caller might never call--or visit--again.
Research in this area tells the tale. The latest statistics I've read show that about 75% of callers simply hang up when directed to voice mail. The younger the caller, the more likely the hang-up.
to help you better manage your small business.
Voice mail can be a good thing. And it can be a bad thing.
One thing is sure. Voice mail is on the decline. More people are sending text messages these days and more are using social media for contacts.
The telephone is absolutely necessary in business. But a phenomenon is occurring with voice mail and people in small business should take note.
Voice mail can give you a clue as to the age of your callers. Older callers are more likely to leave a message on your voice mail. No so with the younger set--I'm talking teens and twenties and even thirty-somethings here. These callers simply hang up.
Voice mail can be a useful tool in small businesses. Frequently, a small business is only one person. Think therapists, chiropractors, pet groomers, small shop owners, electricians, plumbers, and the list goes on.
A specialist needs to be doing the jobs that will bring in the cash flow. Voice mail helps small businesses organize time. The distractions of ringing telephones can be re-directed to voice mail. And these can be tended to at a time more convenient to the business owners.
Therein lies the problem. The caller doesn't care about your convenience.
Example: I write a weekly business column for a local newspaper. The column is informational and directed to the general reading public. Businesses are introduced and the write-up offers good promotion for the small operations. To do groundwork, I call a dozen or so business owners every week. Frequently, my call goes to voice mail. I leave a message, identifying myself, referencing the weekly column, and offering to write about the business in the next paper. I am always careful to say that I'm not selling anything, saying that it will be free publicity for them. About half the time I get a callback within a day or two. Some call back a week or a month later. And others are never heard from.
Voice mail is too often used for the convenience of the business owner, not the caller. Callers expect a live voice to answer. All of us know the frustrations of not being able to get a live person on the other end.
When people are directed to leave a message on voice mail, more and more of them are hanging up. You might have lost a sale, a referral, a business deal, or worse. The caller might never call--or visit--again.
Research in this area tells the tale. The latest statistics I've read show that about 75% of callers simply hang up when directed to voice mail. The younger the caller, the more likely the hang-up.
Friday, March 13, 2015
Promote with networking
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to help you better manage your small business.
Networking puts a friendly face on you and your business. Networking is an effective way to talk with other business people. It is informal. It is relaxed. And it is an effective promotional tool.
You know the drill. You are invited to meet with a group of people from your community. These sessions are regularly held by local chambers of commerce, other businesses, economic development groups, and others.
Private networking companies such as BNI also hold regular networking meetings. And MeetUp.com might already have a group meeting in your area--if not, form one. Just go to the website and form one of your own. It's free.
At business networking meetings, people come together, exchange information, and provide leads to expand your business reach. It's business social interaction.
A networking meeting, however, can be a lot more than just exchanging business cards. Some people attend these sessions to do only that. They press a business card into every hand and move on to the next person.
There's a better way to do this and it accomplishes more. Target 3 or 4 business people that you want to meet. Spend time with each of them. In 15 minutes with each, you can introduce yourself and begin a conversation--it's about them, not you.
Getting people to talk about what they do is an easy way to start. Later and quite naturally, the conversation will turn to you and what you do. Landscapers meet chefs. Bakers meet bankers. Therapists meet jewelers. And lawyers meet computer experts or shop owners.
The trick is to get yourself and your business firmly implanted in their mind, and vice-versa. Each one of them might call you in the future, and more importantly, they will refer others to you in their daily activities. I know a baker who landed a corporate account through a referral met at a networking meeting.
Of course, you exchange business cards. But the important thing is to have that 15 minute conversation. You are expanding the reach of your business through relationships and referrals. It is a promotional activity.
If you don't know a local networking group, start one of your own. MeetUp.com makes it easy. Form a group, keep in touch, and schedule events.
Networking is one of the most valuable tools you can use. An hour or two spent networking once or twice each month will bring you new contacts, customers, and referrals.
Social media can be viewed as a networking tool. The stuff you post on Facebook, LinkedIn, Twitter, Instagram, Pinterest and others can have the effect of spreading the word about you and your business.
to help you better manage your small business.
Networking puts a friendly face on you and your business. Networking is an effective way to talk with other business people. It is informal. It is relaxed. And it is an effective promotional tool.
You know the drill. You are invited to meet with a group of people from your community. These sessions are regularly held by local chambers of commerce, other businesses, economic development groups, and others.
Private networking companies such as BNI also hold regular networking meetings. And MeetUp.com might already have a group meeting in your area--if not, form one. Just go to the website and form one of your own. It's free.
At business networking meetings, people come together, exchange information, and provide leads to expand your business reach. It's business social interaction.
A networking meeting, however, can be a lot more than just exchanging business cards. Some people attend these sessions to do only that. They press a business card into every hand and move on to the next person.
There's a better way to do this and it accomplishes more. Target 3 or 4 business people that you want to meet. Spend time with each of them. In 15 minutes with each, you can introduce yourself and begin a conversation--it's about them, not you.
Getting people to talk about what they do is an easy way to start. Later and quite naturally, the conversation will turn to you and what you do. Landscapers meet chefs. Bakers meet bankers. Therapists meet jewelers. And lawyers meet computer experts or shop owners.
The trick is to get yourself and your business firmly implanted in their mind, and vice-versa. Each one of them might call you in the future, and more importantly, they will refer others to you in their daily activities. I know a baker who landed a corporate account through a referral met at a networking meeting.
Of course, you exchange business cards. But the important thing is to have that 15 minute conversation. You are expanding the reach of your business through relationships and referrals. It is a promotional activity.
If you don't know a local networking group, start one of your own. MeetUp.com makes it easy. Form a group, keep in touch, and schedule events.
Networking is one of the most valuable tools you can use. An hour or two spent networking once or twice each month will bring you new contacts, customers, and referrals.
Social media can be viewed as a networking tool. The stuff you post on Facebook, LinkedIn, Twitter, Instagram, Pinterest and others can have the effect of spreading the word about you and your business.
Thursday, March 12, 2015
Starting at home
Free daily tips, information, advice and ideas
to help you better manage your small business.
Working from home is as natural as it gets for me. I grew up on a dairy farm. Dozens of cows grazed in the pastures and had to be milked twice each day. Then we bottled the milk and delivered it to doorsteps all over town.
Today's advanced communications makes it easy to start-up and run a business from home. Running a business is easier than ever--with a laptop or tablet, a cell phone, and automated record keeping.
Examples: Personal trainers, nutritionists and cooking teachers can meet their clients at the clients' homes. So can holistic healers and massage therapists. Consultants and coaches can start out at home and grow into separate offices as the business expands. I know a doctor of internal medicine who closed his office and now sees his patients at their homes--his office is in the trunk of his car.
More examples: Tradespeople have long worked from home offices, including electricians, plumbers, masons, locksmiths, cleaners, repair specialists. Artists and artisans typically work from home in a studio or barn or attic, reaching out into the marketplace to make sales.
In business, you move with the times. Working from home makes it easy to transition from a single person business to a larger operation. It can be part of your business plan from the very beginning.
With today's technologies, you can hire others, expand your business and grow--all from the home office. You can even eliminate the home office if you are clever in your approach, carrying your business around with you depending on the business.
As the Good Witch of the North advised Dorothy in The Wizard of Oz, the place to begin is at the beginning. Starting a business at home can take you down the road to the Emerald City.
to help you better manage your small business.
Working from home is as natural as it gets for me. I grew up on a dairy farm. Dozens of cows grazed in the pastures and had to be milked twice each day. Then we bottled the milk and delivered it to doorsteps all over town.
Today's advanced communications makes it easy to start-up and run a business from home. Running a business is easier than ever--with a laptop or tablet, a cell phone, and automated record keeping.
Examples: Personal trainers, nutritionists and cooking teachers can meet their clients at the clients' homes. So can holistic healers and massage therapists. Consultants and coaches can start out at home and grow into separate offices as the business expands. I know a doctor of internal medicine who closed his office and now sees his patients at their homes--his office is in the trunk of his car.
More examples: Tradespeople have long worked from home offices, including electricians, plumbers, masons, locksmiths, cleaners, repair specialists. Artists and artisans typically work from home in a studio or barn or attic, reaching out into the marketplace to make sales.
In business, you move with the times. Working from home makes it easy to transition from a single person business to a larger operation. It can be part of your business plan from the very beginning.
With today's technologies, you can hire others, expand your business and grow--all from the home office. You can even eliminate the home office if you are clever in your approach, carrying your business around with you depending on the business.
As the Good Witch of the North advised Dorothy in The Wizard of Oz, the place to begin is at the beginning. Starting a business at home can take you down the road to the Emerald City.
Wednesday, March 11, 2015
Selling made easy
Free daily tips, information, advice and ideas
to help you better manage your small business.
No business will make it unless someone sells the soap. Or the advice. Or whatever it is that inspired you in the first place.
Business is selling. And owners who shy away from selling are ignoring their own childhood and adolescence. You learned to sell every step along the way.
We sold our parents. We sold our teachers. We sold each other. In fact, every time we met someone, we were selling something.
Today, you don't even need to meet someone face-to-face to sell. Use social media to put your message out there. Or use other means.
Example: Walker got his law degree, passed the bar exam, and tacked up a brass plate on his door. Then he waited. And waited. It's one thing, I told him, to have great credentials, but it's another thing to rein in clients. Every client expects a lawyer to be smart, educated and resourceful. But when they walk in your door, I explained, it's all about them--not you. Walker joined the local chamber of commerce and several networking groups. He offered to lead free discussions at senior centers, organizational meetings, and other gatherings. There, he talked about the simple concerns of people--what to do when you get a traffic ticket, how you handle an elderly relative, what to do if you get sued, how to conduct yourself if you end up in court. Soon, Walker's phone began to ring, and his law practice began to blossom.
Example: Freida loved to bake. Something about creating cookies and cakes fascinated her. She opened her small bakery and waited for people to discover the place. Some stopped in and returned from time to time, but it was not enough. Freida worked out ways to promote her bakery and sell the goods without doing face-to-face selling. She set out a fresh sample table every day--free cookies. She put her bakery on Facebook. She began holding baking classes--teaching people how to bake, giving them tips and information and recipes. All this activity created a buzz in the community and beyond. She offered to give talks at organizational meetings. Freida's reputation spread as customers spread the word for her and her bakery.
You can do many things to promote your business without face-to-face selling. Sell yourself and your business by getting others to think of you when their needs arise.
The trick is to find the method that works for you. Selling yourself and your business becomes easier when you focus on the ways you can help other people.
to help you better manage your small business.
No business will make it unless someone sells the soap. Or the advice. Or whatever it is that inspired you in the first place.
Business is selling. And owners who shy away from selling are ignoring their own childhood and adolescence. You learned to sell every step along the way.
We sold our parents. We sold our teachers. We sold each other. In fact, every time we met someone, we were selling something.
Today, you don't even need to meet someone face-to-face to sell. Use social media to put your message out there. Or use other means.
Example: Walker got his law degree, passed the bar exam, and tacked up a brass plate on his door. Then he waited. And waited. It's one thing, I told him, to have great credentials, but it's another thing to rein in clients. Every client expects a lawyer to be smart, educated and resourceful. But when they walk in your door, I explained, it's all about them--not you. Walker joined the local chamber of commerce and several networking groups. He offered to lead free discussions at senior centers, organizational meetings, and other gatherings. There, he talked about the simple concerns of people--what to do when you get a traffic ticket, how you handle an elderly relative, what to do if you get sued, how to conduct yourself if you end up in court. Soon, Walker's phone began to ring, and his law practice began to blossom.
Example: Freida loved to bake. Something about creating cookies and cakes fascinated her. She opened her small bakery and waited for people to discover the place. Some stopped in and returned from time to time, but it was not enough. Freida worked out ways to promote her bakery and sell the goods without doing face-to-face selling. She set out a fresh sample table every day--free cookies. She put her bakery on Facebook. She began holding baking classes--teaching people how to bake, giving them tips and information and recipes. All this activity created a buzz in the community and beyond. She offered to give talks at organizational meetings. Freida's reputation spread as customers spread the word for her and her bakery.
You can do many things to promote your business without face-to-face selling. Sell yourself and your business by getting others to think of you when their needs arise.
The trick is to find the method that works for you. Selling yourself and your business becomes easier when you focus on the ways you can help other people.
Tuesday, March 10, 2015
Guarding reputations
Free daily tips, information, advice and ideas
to help you better manage your small business.
Your reputation is everything in business. You build your reputation every day. And it spreads, whether it is good or bad.
Example: Ben runs a small rental operation. He rents carpet cleaners, power washers, concrete mixers, even lawn mowers and power tools needed by homeowners and contractors. When a homeowner called saying she couldn't get the carpet cleaner to work, Ben jumped in his truck and drove to the home to solve the problem. He took along a replacement machine, just in case. But it wasn't needed because Ben showed the homeowner how to run the one she had rented. He stayed and helped her clean the rug in one room. Another time, he rented a lawn mower to landscaper who called to complain that the blade was not sharp. Again, Ben jumped in his truck and took a sharp blade to the landscaper where he was working.
Problems can be handled in different ways. Every customer complaint, however, should be handled quickly. Guard your reputation by building customer confidence in you and your business. It's the future relationship that's important.
Example: Elena runs a small health foods store. She sells organic vegetables, packaged foods, vitamins, supplements and more. When a customer returned a bunch of carrots saying they were woody, Elena refunded the cost and gave the customer a gift certificate in a small amount to be used on anything in the store. The customer used it right away, spending many times more than the value of the gift certificate.
By going the extra mile, Elena helped the customer through a disappointing experience. The reputation of the store was protected. And the customer was encouraged to spread the word.
Example: Betsy operates a one woman public relations firm. She was a whirlwind of activity with clients. One called to complain that the news release Betsy had written did not get picked up by the local press. Betsy went into action. She called several contacts, got the press release published, and turned a bad situation around. She built customer confidence and prepared the way for future business.
Complaints are opportunities. When tackling a complaint, it is useful to remember the golden rule. Treat others as you would want to be treated.
Carefully guard your reputation by showing your customer that you care about them and their problems, that they can depend on you, and that you always follow through.
Your customers expect you to stand behind your products and services. But mistakes happen and difficult situations arise. You guard your future by solving problems.
to help you better manage your small business.
Your reputation is everything in business. You build your reputation every day. And it spreads, whether it is good or bad.
Example: Ben runs a small rental operation. He rents carpet cleaners, power washers, concrete mixers, even lawn mowers and power tools needed by homeowners and contractors. When a homeowner called saying she couldn't get the carpet cleaner to work, Ben jumped in his truck and drove to the home to solve the problem. He took along a replacement machine, just in case. But it wasn't needed because Ben showed the homeowner how to run the one she had rented. He stayed and helped her clean the rug in one room. Another time, he rented a lawn mower to landscaper who called to complain that the blade was not sharp. Again, Ben jumped in his truck and took a sharp blade to the landscaper where he was working.
Problems can be handled in different ways. Every customer complaint, however, should be handled quickly. Guard your reputation by building customer confidence in you and your business. It's the future relationship that's important.
Example: Elena runs a small health foods store. She sells organic vegetables, packaged foods, vitamins, supplements and more. When a customer returned a bunch of carrots saying they were woody, Elena refunded the cost and gave the customer a gift certificate in a small amount to be used on anything in the store. The customer used it right away, spending many times more than the value of the gift certificate.
By going the extra mile, Elena helped the customer through a disappointing experience. The reputation of the store was protected. And the customer was encouraged to spread the word.
Example: Betsy operates a one woman public relations firm. She was a whirlwind of activity with clients. One called to complain that the news release Betsy had written did not get picked up by the local press. Betsy went into action. She called several contacts, got the press release published, and turned a bad situation around. She built customer confidence and prepared the way for future business.
Complaints are opportunities. When tackling a complaint, it is useful to remember the golden rule. Treat others as you would want to be treated.
Carefully guard your reputation by showing your customer that you care about them and their problems, that they can depend on you, and that you always follow through.
Your customers expect you to stand behind your products and services. But mistakes happen and difficult situations arise. You guard your future by solving problems.
Monday, March 9, 2015
Get on social media
Free daily tips, information, advice and ideas
to help you better manage your small business.
Many of your current and future customers are living the digital life. Social media is the new go-to. Along with all the mobile options.
People follow each other on Facebook. They tweet their friends. They text everything. They join LinkedIn, post on Instagram and Pinterest and much more.
All sorts of possibilities are open to you today. You have options that didn't exist 5 or 10 years ago, and more are coming at you. And going digital can mean re-thinking your business.
Example: Tim is a baker who made a drastic transition. He closed his retail bakery, opting for a web-based operation. His website shows the goodies he offers. His cookies and pastries are now sold all over the country, delivered overnight if the customer orders before 2 p.m. His customers now find him on his Facebook page and other social media. These drive traffic to his website where they place their orders. Customers once drove several miles to get to his bake shop. Now they order online, and social media does the driving for them--along with UPS and Fedex.
This bakery operation has used social media and a website to expand to a much bigger operation. There was a transition time, but the bakery is now much bigger than possible with just a storefront with a website.
Example: Joyce owns a long-established wellness center offering massages, yoga, and other specialties. She maintained an email list but did not use social media. She decided to take the plunge and started with a completely new website. The site was attractive, easy to navigate, and she emailed an announcement to her clients. After months of keeping up with the costs and maintenance of the site, Joyce took a second hard look. Less than 100 new viewers had actually used the site, and she could attribute very few sales to it. She decided it was time for a change. She left the website in place and reached out on social media with pictures she snapped herself and posted. The response, including referrals, was immediate. Within the first month on Facebook, Joyce added three new clients. Facebook was driving people to her website and viewership there quickly increased. Referrals showed up.
Businesses once put up a website and that was that. Today, many of those stagnant websites are everywhere--costing time and money, but delivering little.
To make websites useful, businesses must drive traffic to them. Social media like Facebook, Twitter, LinkedIn, Instagram, Pinterest and more are doing a good job. They capture the attention of potential clients. Mobile does as well. Then, you can get the desired bump in website viewership and growth.
A website is a great tool for small business. But going digital is much more than setting up your website. Use all the social media you deem appropriate to realize your potential.
to help you better manage your small business.
Many of your current and future customers are living the digital life. Social media is the new go-to. Along with all the mobile options.
People follow each other on Facebook. They tweet their friends. They text everything. They join LinkedIn, post on Instagram and Pinterest and much more.
All sorts of possibilities are open to you today. You have options that didn't exist 5 or 10 years ago, and more are coming at you. And going digital can mean re-thinking your business.
Example: Tim is a baker who made a drastic transition. He closed his retail bakery, opting for a web-based operation. His website shows the goodies he offers. His cookies and pastries are now sold all over the country, delivered overnight if the customer orders before 2 p.m. His customers now find him on his Facebook page and other social media. These drive traffic to his website where they place their orders. Customers once drove several miles to get to his bake shop. Now they order online, and social media does the driving for them--along with UPS and Fedex.
This bakery operation has used social media and a website to expand to a much bigger operation. There was a transition time, but the bakery is now much bigger than possible with just a storefront with a website.
Example: Joyce owns a long-established wellness center offering massages, yoga, and other specialties. She maintained an email list but did not use social media. She decided to take the plunge and started with a completely new website. The site was attractive, easy to navigate, and she emailed an announcement to her clients. After months of keeping up with the costs and maintenance of the site, Joyce took a second hard look. Less than 100 new viewers had actually used the site, and she could attribute very few sales to it. She decided it was time for a change. She left the website in place and reached out on social media with pictures she snapped herself and posted. The response, including referrals, was immediate. Within the first month on Facebook, Joyce added three new clients. Facebook was driving people to her website and viewership there quickly increased. Referrals showed up.
Businesses once put up a website and that was that. Today, many of those stagnant websites are everywhere--costing time and money, but delivering little.
To make websites useful, businesses must drive traffic to them. Social media like Facebook, Twitter, LinkedIn, Instagram, Pinterest and more are doing a good job. They capture the attention of potential clients. Mobile does as well. Then, you can get the desired bump in website viewership and growth.
A website is a great tool for small business. But going digital is much more than setting up your website. Use all the social media you deem appropriate to realize your potential.
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