Free daily tips, information, advice and ideas
to help you better manage your small business.
Markets are always changing. They are subject to fads and fashions--and changing directions. Sometimes new trends pop up and disappear quickly. Other times trends develop into more substantial opportunities.
To establish and grow a business means meeting market demands. Your job is to match what you do with what people will pay you to do. It's true for products as well as services.
Example: Ella is a trained and certified nutritionist. Attracting clients to her business has proved difficult. She tried giving talks at health food stores, supermarkets and senior centers. It worked, but it did not work as well as she hoped. She noticed she got many questions about weight reduction and control. This was a market opportunity that she decided to try. She devised weight reduction programs and seminars for adults and children which she promoted on her website and over social media. When she scheduled these events, they quickly filled up. Some of the attendees became regular clients and referred others to Ella's programs. In addition, she partnered with a chiropractor to hold demonstrations and events. By re-packaging her nutrition programs as weight reduction and healthy eating programs, Ella has tapped into a market trend that is building her business.
Example: Lisa runs a small bakery. She put two market trends to work to build her bakery operation into a national presence. First, Lisa noticed that shipping methods today (UPS, Fedex, USPS) had exploded in popularity. Quick, overnight shipping satisfied people's thirst for convenience. Second, Lisa noticed that social media (Facebook, Twitter, Instagram and others) provided a quick and cheap way to reach audiences far beyond the reach of her local bakery. Using her website to put everything together, Lisa began offering brownies and scones to anyone looking to punch up their meetings. Companies, organizations, even private individuals quickly bought into Lisa's new business model. She still has the small local bakery, but it has a greatly expanded back end operation. She employs several people to bake, package and ship the products to buyers every day.
Example: Tom is a hypnotherapist. He helps people with eating habits, stopping smoking, pain management, and drug addiction. He was approached by a massage therapist who suggested that they take advantage of the growing interest in a well-rounded wellness center. Tom was open to the idea and they came to an agreement to join forces. Since then, the new wellness center has added an acupuncturist, a specialist in life coaching, and an expert in Chinese medicine. All of these activities draw people interested in wellness and benefit by being grouped together. The marketplace is thirsty for information about wellness, and to this end, they hold monthly informational events with demonstrations.
You run across market trends all the time in your own business operation. Picking and choosing which way to go in growing your business can be difficult. You might simply re-structure your business to better align it with markets. Or, you might take off in a completely new direction.
Market trends are never static. What works today might not work tomorrow. It take constant attention on your part.
Wednesday, September 9, 2015
Tuesday, September 8, 2015
Stepping up
Free daily tips, information, advice and ideas
to help you better manage your small business
Growing a small business means stepping up to the next level. Stepping up can mean stepping out of shoes you have been wearing.
Nobody is good at everything. Some things are of great interest to you. Others, not so much.
To step up and grow your business, identify those areas of doing business that least interest you. These are the areas you hire someone else to do the job for you.
Example: Javeen runs a health food store. He loves reading about and staying on top of the latest fads, fashions, and developments in healthy foods and nutrition. In the early days, Javeen did everything--ordering, stocking shelves, waiting on customers, keeping the place clean and tidy. As the store grew, Javeen hired an independent cleaning crew, and he hired a person to take care of customers. To grow the operation, Javeen began giving monthly free talks and demonstrations which he promoted on social media. This attracted more attention and brought in more customers. His next step in growing was to hire a person who did all the ordering and interaction with suppliers. Today, Javeen concentrates on the promotional aspects of the operation.
Example: Donna is a fiber artist. In the beginning, she created all sorts of things--scarves, hats, quilts, rugs and more. She sold through her own website, attracting customers through social media. She also consigned to gift shops and attended shows. These were the days she thought of as her "getting the business off the ground days." She has now stepped up to her "growing the business" phase, concentrating on specially designed, one-of-a-kind rugs. Today, all of her marketing efforts are centered around designing rugs to a client's specifications as to color, size, and materials. She has hired other fiber artists to make the rugs--under her watchful eye, of course. It is the design and the interaction with clients that interests her today. The time-consuming rug making is left to others she hires.
Example: Jon runs a small home improvement business. He can provide and install windows, siding, steps, painting, and take care of other homeowner needs. He has two work crews and has built the business over several years. He has a regular customer base and gets referrals--from satisfied customers as well as through social media and his website. Jon's interest centers around the work to be done, maintaining quality, and basking in customer satisfaction. He never did like the front end--estimating and selling part. So, to grow, he searched until he found a likely candidate to handle selling. It turned out that one of the people on one of his work crews was perfect for the job Jon had in mind.
Stepping up to the next level in your business is not to be taken lightly. You cannot handle everything, especially if you are to grow to the next level.
Growing a business usually means hiring people. Hire to your weaknesses. Find people who are better than you to do the jobs where you lack experience or interest.
to help you better manage your small business
Growing a small business means stepping up to the next level. Stepping up can mean stepping out of shoes you have been wearing.
Nobody is good at everything. Some things are of great interest to you. Others, not so much.
To step up and grow your business, identify those areas of doing business that least interest you. These are the areas you hire someone else to do the job for you.
Example: Javeen runs a health food store. He loves reading about and staying on top of the latest fads, fashions, and developments in healthy foods and nutrition. In the early days, Javeen did everything--ordering, stocking shelves, waiting on customers, keeping the place clean and tidy. As the store grew, Javeen hired an independent cleaning crew, and he hired a person to take care of customers. To grow the operation, Javeen began giving monthly free talks and demonstrations which he promoted on social media. This attracted more attention and brought in more customers. His next step in growing was to hire a person who did all the ordering and interaction with suppliers. Today, Javeen concentrates on the promotional aspects of the operation.
Example: Donna is a fiber artist. In the beginning, she created all sorts of things--scarves, hats, quilts, rugs and more. She sold through her own website, attracting customers through social media. She also consigned to gift shops and attended shows. These were the days she thought of as her "getting the business off the ground days." She has now stepped up to her "growing the business" phase, concentrating on specially designed, one-of-a-kind rugs. Today, all of her marketing efforts are centered around designing rugs to a client's specifications as to color, size, and materials. She has hired other fiber artists to make the rugs--under her watchful eye, of course. It is the design and the interaction with clients that interests her today. The time-consuming rug making is left to others she hires.
Example: Jon runs a small home improvement business. He can provide and install windows, siding, steps, painting, and take care of other homeowner needs. He has two work crews and has built the business over several years. He has a regular customer base and gets referrals--from satisfied customers as well as through social media and his website. Jon's interest centers around the work to be done, maintaining quality, and basking in customer satisfaction. He never did like the front end--estimating and selling part. So, to grow, he searched until he found a likely candidate to handle selling. It turned out that one of the people on one of his work crews was perfect for the job Jon had in mind.
Stepping up to the next level in your business is not to be taken lightly. You cannot handle everything, especially if you are to grow to the next level.
Growing a business usually means hiring people. Hire to your weaknesses. Find people who are better than you to do the jobs where you lack experience or interest.
Monday, September 7, 2015
Building walls
Free daily tips, information, advice and ideas
to help you better manage your small business.
Owners of small businesses need to protect themselves against lawsuits, burglars, identity theft, and other foul deeds.
Example: Nora is a hair stylist. Her small, elite salon caters to a few high end clients. When she established her operation, she wanted to be located in an old, but recently renovated manufacturing building. It had high ceilings and yellow pine floors, lots of charm, and all the modern amenities. Nora found that the only available space was an upstairs loft, accessible by an outside stairway. She leased the space and settled in. Clients loved Nora's work with their hair, and they loved the setting. All went well until a client fell down the stairway and broke her back. The injured woman sued everyone--Nora, the building, the contractor who built the stairs and the manufacturer who supplied the materials. Nora had never incorporated her business, so she was personally liable--her home, her car, her savings were at risk. It took several years for Nora to extricate herself from the legal mess. Her salon is also now incorporated, a simple process that she handled in 15 minutes with her credit card over the phone with a firm she located online. Incorporating put a wall between her business and her personal assets.
Example: Bill runs a ceramics studio, turning out specialties he designs and makes. He concentrates on special glazes, fired in several kilns he installed. He also teaches small classes and takes on apprentices--this provides additional income. One morning Bill arrived to find the back door ajar and two of his kilns were gone. Overnight, thieves had broken into the place and made off with the two kilns and several pieces of pottery. Bill had no insurance to cover the loss, but he was lucky. The pottery, marked with Bill's signature, turned up on eBay, and the police found the thieves. Today, the kilns are back in Bill's studio, and he has insurance to cover any future losses that might occur.
Example: Judy is an attorney in private practice. She attracted an extensive client base. Then, the unthinkable happened. Her bank called. Her accounts had been wiped out. Judy suddenly had no funds of her own. Her identity had been stolen. It took her months to recover from the mess, and she was never able to recover any of the stolen funds. Today, Judy's identity is protected by an online firm that protects identities--credit cards, social security number, bank accounts, and more.
It can be easy to build walls to protect your business and your personal assets. Do it, or you are inviting disaster.
Building walls can mean many things--insurance, incorporating, video surveillance systems, identity theft protection, even a lock on the door.
to help you better manage your small business.
Owners of small businesses need to protect themselves against lawsuits, burglars, identity theft, and other foul deeds.
Example: Nora is a hair stylist. Her small, elite salon caters to a few high end clients. When she established her operation, she wanted to be located in an old, but recently renovated manufacturing building. It had high ceilings and yellow pine floors, lots of charm, and all the modern amenities. Nora found that the only available space was an upstairs loft, accessible by an outside stairway. She leased the space and settled in. Clients loved Nora's work with their hair, and they loved the setting. All went well until a client fell down the stairway and broke her back. The injured woman sued everyone--Nora, the building, the contractor who built the stairs and the manufacturer who supplied the materials. Nora had never incorporated her business, so she was personally liable--her home, her car, her savings were at risk. It took several years for Nora to extricate herself from the legal mess. Her salon is also now incorporated, a simple process that she handled in 15 minutes with her credit card over the phone with a firm she located online. Incorporating put a wall between her business and her personal assets.
Example: Bill runs a ceramics studio, turning out specialties he designs and makes. He concentrates on special glazes, fired in several kilns he installed. He also teaches small classes and takes on apprentices--this provides additional income. One morning Bill arrived to find the back door ajar and two of his kilns were gone. Overnight, thieves had broken into the place and made off with the two kilns and several pieces of pottery. Bill had no insurance to cover the loss, but he was lucky. The pottery, marked with Bill's signature, turned up on eBay, and the police found the thieves. Today, the kilns are back in Bill's studio, and he has insurance to cover any future losses that might occur.
Example: Judy is an attorney in private practice. She attracted an extensive client base. Then, the unthinkable happened. Her bank called. Her accounts had been wiped out. Judy suddenly had no funds of her own. Her identity had been stolen. It took her months to recover from the mess, and she was never able to recover any of the stolen funds. Today, Judy's identity is protected by an online firm that protects identities--credit cards, social security number, bank accounts, and more.
It can be easy to build walls to protect your business and your personal assets. Do it, or you are inviting disaster.
Building walls can mean many things--insurance, incorporating, video surveillance systems, identity theft protection, even a lock on the door.
Friday, September 4, 2015
Changing directions
Free daily tips, information, advice and ideas
to help you better manage your small business
Business decisions are complicated. To home in on what you want to do, you must juggle all the pieces.
Every day you match what you do and where you are going to the marketplace. The marketplace is where your business decisions make sense--or not.
If it makes business sense and it "feels right" you take the plunge. However, if your intuition causes you to hesitate, pay attention. That gnawing feeling (that something is not right) can sometimes save you from disaster.
Example: Bill established his business designing websites for small businesses. His business was small but successful. Bill noticed that people in small business frequently had no interest in social media, no idea how it could work for them, and no concept of how to access it. He began offering clients a new service--he would coach them in the value and use of social media, and if they wanted, he would actually do the legwork to get them onto various social media sites--and maintain them. Bill still does websites, but it is a small part of his new business model.
Example: Linda is a chiropractor. Her client base was slowly growing, but Linda wanted more. She noticed that more and more clients were asking questions about nutrition, massage and other healthy living activities. Linda knew that it was a new marketplace coming to her door. She could expand by becoming a wellness center offering much more than just chiropractic. Her intuition told her to step carefully, so she began a growth path, making small changes. Once a month, Linda brought in a nutritionist for free talks about diet and weight problems. Then she began bringing in a massage therapist to give free short demonstrations, to explain different types of massage, and to answer questions. She got positive response by promoting on social media. By taking these small steps, Linda gained confidence to establish a full-service wellness center.
Example: Jameel runs a landscaping service. He started his business cutting lawns for residential and commercial clients. He began noticing that the market was changing. People wanted to get rid of their lawns, replacing with wild flowers, perennials and shrubs. Using social media, Jameel began offering gardening services in addition to his lawn maintenance services. It's a changing marketplace. Today, Jameel runs a full-service yard and garden business, helping people design and re-design yards more in keeping with their new interests. And he still maintains lawns.
When changing the direction of your business, it is useful to take small steps. In other words, you gradually move in the direction you want to go.
The marketplace is always your guiding light when changing business directions. What made sense yesterday might not be viable today. And the business you are in today can change completely tomorrow.
to help you better manage your small business
Business decisions are complicated. To home in on what you want to do, you must juggle all the pieces.
Every day you match what you do and where you are going to the marketplace. The marketplace is where your business decisions make sense--or not.
If it makes business sense and it "feels right" you take the plunge. However, if your intuition causes you to hesitate, pay attention. That gnawing feeling (that something is not right) can sometimes save you from disaster.
Example: Bill established his business designing websites for small businesses. His business was small but successful. Bill noticed that people in small business frequently had no interest in social media, no idea how it could work for them, and no concept of how to access it. He began offering clients a new service--he would coach them in the value and use of social media, and if they wanted, he would actually do the legwork to get them onto various social media sites--and maintain them. Bill still does websites, but it is a small part of his new business model.
Example: Linda is a chiropractor. Her client base was slowly growing, but Linda wanted more. She noticed that more and more clients were asking questions about nutrition, massage and other healthy living activities. Linda knew that it was a new marketplace coming to her door. She could expand by becoming a wellness center offering much more than just chiropractic. Her intuition told her to step carefully, so she began a growth path, making small changes. Once a month, Linda brought in a nutritionist for free talks about diet and weight problems. Then she began bringing in a massage therapist to give free short demonstrations, to explain different types of massage, and to answer questions. She got positive response by promoting on social media. By taking these small steps, Linda gained confidence to establish a full-service wellness center.
Example: Jameel runs a landscaping service. He started his business cutting lawns for residential and commercial clients. He began noticing that the market was changing. People wanted to get rid of their lawns, replacing with wild flowers, perennials and shrubs. Using social media, Jameel began offering gardening services in addition to his lawn maintenance services. It's a changing marketplace. Today, Jameel runs a full-service yard and garden business, helping people design and re-design yards more in keeping with their new interests. And he still maintains lawns.
When changing the direction of your business, it is useful to take small steps. In other words, you gradually move in the direction you want to go.
The marketplace is always your guiding light when changing business directions. What made sense yesterday might not be viable today. And the business you are in today can change completely tomorrow.
Thursday, September 3, 2015
Netting wider markets
Free daily tips, information, advice and ideas
to help you better manage your small business
Internet markets are wide and deep. You can reach out in all directions to attract clients and customers--no matter your business.
Astute owners of small businesses can quickly grow and expand beyond the limits of the communities they serve. With a website and using the power of social media, small businesses can become big.
Example: David operates a small collectibles shop serving a suburban community near a large city. He specializes in board games, puzzles, children's books including paper cut-outs and coloring books, and small action figures. When he expanded his website to include ordering/shipping, sales increased. When he began posting on Facebook and other social media, sales increased again. Today, David spends most of his time filling orders and getting everything ready for a daily UPS pick-up. He takes a break now and then to wait on a new customer who wanders into his storefront.
Example: Catherine is a certified Pilates instructor. In addition to her growing list of clients, Catherine began offering instructional courses through her website, and she promoted these through social media. The educational materials are directed to two types of clients: those who want to simply learn more about Pilates, and those who want to become certified. Catherine does not offer certifications; rather, she gets people up to speed to become certified. These initiatives have expanded Catherine's business all over the country.
Example: Ellen is a nutritionist. To expand her client base, Ellen began offering free talks to organizations, wellness centers, medical groups and others. She posts nutritional tips on social media, driving people to her website. Ellen also wrote a short book on healthy eating and controlling weight. She published it as an Amazon e-book, and she promotes the book at her talks as well as on social media. This has generated more interest and brought her additional clients. One of her new clients is a supermarket chain.
No matter your business, you can increase sales and reputation and referrals using the Internet. The net puts your business in front of eyeballs unfamiliar with your business.
Your website is only the beginning. Use social media. Facebook, Twitter, Instagram, Pinterest, LinkedIn and more represent opportunities just waiting for you to use them. Netting wider markets is a growth path you can easily take advantage of.
Most businesses have a website. But most of these don't use it to best advantage. You must drive eyeballs to your website, and social media can do the job. Best of all, social media is free for the most part.
to help you better manage your small business
Internet markets are wide and deep. You can reach out in all directions to attract clients and customers--no matter your business.
Astute owners of small businesses can quickly grow and expand beyond the limits of the communities they serve. With a website and using the power of social media, small businesses can become big.
Example: David operates a small collectibles shop serving a suburban community near a large city. He specializes in board games, puzzles, children's books including paper cut-outs and coloring books, and small action figures. When he expanded his website to include ordering/shipping, sales increased. When he began posting on Facebook and other social media, sales increased again. Today, David spends most of his time filling orders and getting everything ready for a daily UPS pick-up. He takes a break now and then to wait on a new customer who wanders into his storefront.
Example: Catherine is a certified Pilates instructor. In addition to her growing list of clients, Catherine began offering instructional courses through her website, and she promoted these through social media. The educational materials are directed to two types of clients: those who want to simply learn more about Pilates, and those who want to become certified. Catherine does not offer certifications; rather, she gets people up to speed to become certified. These initiatives have expanded Catherine's business all over the country.
Example: Ellen is a nutritionist. To expand her client base, Ellen began offering free talks to organizations, wellness centers, medical groups and others. She posts nutritional tips on social media, driving people to her website. Ellen also wrote a short book on healthy eating and controlling weight. She published it as an Amazon e-book, and she promotes the book at her talks as well as on social media. This has generated more interest and brought her additional clients. One of her new clients is a supermarket chain.
No matter your business, you can increase sales and reputation and referrals using the Internet. The net puts your business in front of eyeballs unfamiliar with your business.
Your website is only the beginning. Use social media. Facebook, Twitter, Instagram, Pinterest, LinkedIn and more represent opportunities just waiting for you to use them. Netting wider markets is a growth path you can easily take advantage of.
Most businesses have a website. But most of these don't use it to best advantage. You must drive eyeballs to your website, and social media can do the job. Best of all, social media is free for the most part.
Wednesday, September 2, 2015
Excuse shopping
Free daily tips, information, advice and ideas
to help you better manage your small business.
People spend too much time looking for the next excuse. The problem pervades our culture on every level.
Looking for the next excuse is related to procrastination--but with a difference. And the devil is in the details.
When you procrastinate, you simply put off doing something. When you look for the next excuse, you grab at a warm feeling to support your decision. You might procrastinate and do it later or you might go off in another direction.
Example: Sam began his business designing websites for small business clients. Things went well for the first few years, then his business declined. People began taking advantage of the free websites being offered by companies--simple websites could be up and running at little or no cost. Rather than looking his new competition squarely in the face, Sam began bad-mouthing free websites when speaking with potential clients. When it didn't work, Sam began looking for the next excuse--the economy was bad, small businesses were reluctant to spend, clients didn't understand. Today, Sam has closed his business and is working for another company. He spent too much time looking for and embracing excuses for the decline in his own business, and not enough time figuring out how to grow into a better future--in step with the changing times.
Example: Susan is a massage therapist. She concentrates on several types of massage and has attracted a following. She wanted to grow, and she looked around for ways to establish a full-blown wellness center. It seemed to be a good plan, but everywhere she turned, she saw big problems. Where would she get the money? How could she establish a bigger place with a higher rental? What would attract others to be a part of a wellness center? She talked with nutritionists, hypnotherapists, acupuncture practitioners, yoga experts, even people in Chinese herbal medicine. All of them expressed interest, but how would they be paid? It all seemed to come down to money--and her lack thereof. Instead of finding a pathway through this money maze, Susan backed off, giving herself the excuse that the timing was not right, that the other practitioners just did not see the value of banding together in a single destination wellness center. Maybe one day. Susan is still running her massage therapy operation. Looking for the next excuse not to proceed.
All of us fall into the false thinking of excuse shopping. It is the easy way out of today's problems. Blame someone else or blame anything.
When you spot a market opportunity, you sometimes must move heaven and earth to take advantage of it. Never give up, and never go excuse shopping.
The marketplace today is moving faster than ever. Stay on top of it. Pick the opportunity that makes sense, and go for it. No excuses.
to help you better manage your small business.
People spend too much time looking for the next excuse. The problem pervades our culture on every level.
Looking for the next excuse is related to procrastination--but with a difference. And the devil is in the details.
When you procrastinate, you simply put off doing something. When you look for the next excuse, you grab at a warm feeling to support your decision. You might procrastinate and do it later or you might go off in another direction.
Example: Sam began his business designing websites for small business clients. Things went well for the first few years, then his business declined. People began taking advantage of the free websites being offered by companies--simple websites could be up and running at little or no cost. Rather than looking his new competition squarely in the face, Sam began bad-mouthing free websites when speaking with potential clients. When it didn't work, Sam began looking for the next excuse--the economy was bad, small businesses were reluctant to spend, clients didn't understand. Today, Sam has closed his business and is working for another company. He spent too much time looking for and embracing excuses for the decline in his own business, and not enough time figuring out how to grow into a better future--in step with the changing times.
Example: Susan is a massage therapist. She concentrates on several types of massage and has attracted a following. She wanted to grow, and she looked around for ways to establish a full-blown wellness center. It seemed to be a good plan, but everywhere she turned, she saw big problems. Where would she get the money? How could she establish a bigger place with a higher rental? What would attract others to be a part of a wellness center? She talked with nutritionists, hypnotherapists, acupuncture practitioners, yoga experts, even people in Chinese herbal medicine. All of them expressed interest, but how would they be paid? It all seemed to come down to money--and her lack thereof. Instead of finding a pathway through this money maze, Susan backed off, giving herself the excuse that the timing was not right, that the other practitioners just did not see the value of banding together in a single destination wellness center. Maybe one day. Susan is still running her massage therapy operation. Looking for the next excuse not to proceed.
All of us fall into the false thinking of excuse shopping. It is the easy way out of today's problems. Blame someone else or blame anything.
When you spot a market opportunity, you sometimes must move heaven and earth to take advantage of it. Never give up, and never go excuse shopping.
The marketplace today is moving faster than ever. Stay on top of it. Pick the opportunity that makes sense, and go for it. No excuses.
Tuesday, September 1, 2015
Punching up referrals
Free daily tips, information, advice and ideas
to help you better manage your small business
Every business owner knows the value of referrals. It's word of mouth working for you out in the community.
Communities can be down the street or on the Internet. Social media can greatly increase the number--and value--of referrals.
Example: Ana started out as a small baker. But she does not have display cases or a bake shop or even an oven. She began by using the kitchen of a restaurant on days when it was closed. She concentrated on baking brownies and scones which she offered to local companies and organizations for their meetings. This got her business off the ground, but referrals were few. When Ana began posting pictures on social media, her reputation spread. Referrals increased when people saw the mouth watering brownies and scones on Facebook, Instagram, and other sites. Ana now has her own bakery shop with multiple ovens. She ships her brownies and scones all over the country.
Example: Bud runs a comics operation. He has a store, but his big presence is on the Internet. Originally, Bud opened his store, carrying current comics directed at adults and kids. The word spread quickly in the community, and this brought referrals to the store. The operation really took off when Bud began posting comics and comic-related items on social media. People placed one-time as well as standing orders which Bud filled using UPS. Once each year, Bud holds a weekend event built around comics and superhero characters. People show up in costume and the happenings draw additional customers to Bud's operation. Referrals have exploded.
Example: Takisha is a holistic therapist, concentrating on life coaching, nutrition and meditation. Referrals called her, but they were less than she wanted. To punch up the number of referrals, Takisha formed a networking group on MeetUp.com. It was free and it attracted people interested in all sorts of holistic therapies. Many of these people became Takisha's clients. She uses social media to spread the word about the MeetUp site and upcoming monthly meetings.
Social media gets the word out about your operation and your activities. Pictures attract attention, get passed around to like-minded people, and bring in new referrals.
Getting more referrals should be an on-going part of your business. Referrals represent future possibilities. And business is all about the future.
to help you better manage your small business
Every business owner knows the value of referrals. It's word of mouth working for you out in the community.
Communities can be down the street or on the Internet. Social media can greatly increase the number--and value--of referrals.
Example: Ana started out as a small baker. But she does not have display cases or a bake shop or even an oven. She began by using the kitchen of a restaurant on days when it was closed. She concentrated on baking brownies and scones which she offered to local companies and organizations for their meetings. This got her business off the ground, but referrals were few. When Ana began posting pictures on social media, her reputation spread. Referrals increased when people saw the mouth watering brownies and scones on Facebook, Instagram, and other sites. Ana now has her own bakery shop with multiple ovens. She ships her brownies and scones all over the country.
Example: Bud runs a comics operation. He has a store, but his big presence is on the Internet. Originally, Bud opened his store, carrying current comics directed at adults and kids. The word spread quickly in the community, and this brought referrals to the store. The operation really took off when Bud began posting comics and comic-related items on social media. People placed one-time as well as standing orders which Bud filled using UPS. Once each year, Bud holds a weekend event built around comics and superhero characters. People show up in costume and the happenings draw additional customers to Bud's operation. Referrals have exploded.
Example: Takisha is a holistic therapist, concentrating on life coaching, nutrition and meditation. Referrals called her, but they were less than she wanted. To punch up the number of referrals, Takisha formed a networking group on MeetUp.com. It was free and it attracted people interested in all sorts of holistic therapies. Many of these people became Takisha's clients. She uses social media to spread the word about the MeetUp site and upcoming monthly meetings.
Social media gets the word out about your operation and your activities. Pictures attract attention, get passed around to like-minded people, and bring in new referrals.
Getting more referrals should be an on-going part of your business. Referrals represent future possibilities. And business is all about the future.
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