Improve Your Business by Listening to Customer Stories

July 21, 2010


In the previous several posts here , here and here we have discussed how looking at performance metrics helps understand how your business is performing. We also mentioned that you should be looking at the reports on a daily, weekly and monthly basis to stay on top of your business.
The reason you want to look at the metrics is simple – numbers don’t lie; people do. However, from our experience as past business owners we have noticed that numbers tell only part of the story when trying to assess business performance. The metrics tell you what is happening to the business. They don’t tell you why. You have to dig deeper to understand why the numbers are what they are. For example, let’s say you are looking at sales going down for the last several weeks. You want know why this is happening. Further investigation shows that the customer count has been declining in that same period. But this still doesn’t tell you why customers are not coming to your business leading to declining sales. It may be because they are not being served well; maybe there is another competitor in town and so on.
So how do you go about collecting the anecdotal stories to understand the reasons behind the numbers? There are several ways you can do this.
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Filed Under: Customers, Employees, Marketing Tagged With: , , , , ,

How to Select the Right Advertising Platform

July 7, 2010


Advertising is the rope that pulls customers in to your small business and keeps them coming. Many small businesses spend as much as 6-8% on advertising either through franchise marketing fund or on their own. In spite of spending so much money on advertising many business owners are dissatisfied with the return they are getting on their advertising spend.
One of the reasons small business owners fail to get appropriate return on their advertising spend is they do not choose the right platform to advertise their products. The choices are numerous when it comes to advertising. They range from traditional media such as newspaper and television to newer forms such as Internet and social media. Each of these platforms serves specific purpose. The key to getting good return on your advertising is to understand your goals and choose the platform that fits those goals.
Below we have highlighted the purpose served by these platforms and the type of advertising they are suitable for.
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Filed Under: Customers, Marketing, Sales Tagged With: , , ,

How to Choose Best Coupon Strategy for Small Business

July 6, 2010


For most small businesses coupons is a fact of life. In this difficult economic environment, when consumers are strapped for money and are watching their purse strings carefully, it is more important than ever to use coupons to entice customers to come to your business. Not all small businesses are created equal when it comes to coupons. Some businesses such as pizza use them extensively; while others are not so heavy users.
While it is important and imperative to use the coupons to improve your sales or at least hold to the customers you already have; you also have to have a good plan in place to use them effectively. To a novice it may seem that coupons serve only one purpose – to attract customers to your business. However, judicious use of coupons can not only improve your sales; but also help your business achieve other important goals.
Below we have identified different situations in which coupons can help achieve the results you are looking for.
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Filed Under: Customers, Marketing, Sales Tagged With: , , ,

Innovative Approaches to Generate Huge Sales

July 1, 2010


These days it is impossible to succeed in small business without spending significant amount of money on marketing and advertising. However, many small business owners feel that no matter how much money they spend on advertising they can’t seem to boost the sales they had hoped for.
We saw this happen to our business too when we used to own them. We would send out advertising inserts in the newspaper and direct mails only to see the sales go up by $300 – $400 in the following week. This doesn’t even cover the money spent on placing an advertisement.
After looking at this very carefully and talking to fellow small business owners we realized that the root of the problem was that we were just one amongst the hundreds of other small businesses who were vying for consumers’ attention.
To be successful in this advertising game you have to stand out from the crowd. You have to be unique, may be even idiosyncratic, to get attention of the consumer and bring them to your business. Below we have laid out several approaches that have been tried by several small business owners with great success. These approaches have generated huge jump in sales and brought in number of new customers.
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Filed Under: Customers, Marketing, Sales Tagged With: , , ,

More Ways to Pamper Your Best Customers

June 22, 2010


In the previous blog post we argued that for many small businesses their best customers contribute more than 30% of sales and profit even when they make up only 10% of total customer. We said that you have to make these customers feel special by giving them special treatment and recognizing them.
In this post we will explore additional ways by which you can treat your best customers in a special fashion.
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Filed Under: Customers, Marketing, Sales Tagged With: , ,

How to Pamper Your Best Customers

June 20, 2010


As we mentioned in the previous post on “Do you know who your best customers are?” for many small businesses their best customers contribute more than 30% of sales and profit even when they make up only 10% of total customer. Not only this; but there is additional benefit they generate for your business that is equally important. They are also your evangelists. They bring in additional business by spreading word about your business to their friends and families.
Given the importance of these customers to your business it is imperative that you take good care of them and give them special treatment. These are, after all, the customers that will help you grow your business.
So how do you treat these customers well and pamper them? The key to remember, when taking care of these customers, is to make them feel special. After all, they are kind of special to your business! You should not limit yourself to discount and free products when providing them special treatment; although they are important. You should also think about intangibles such as recognition, appreciation, etc.
Below we have listed several ways by which you can pamper your best customers and make them feel special. Feel free to add your voice in the comment section.
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7 Proven Techniques to Hire Best Employees

June 9, 2010

Hiring Techniques
It is fair to say that the owner of small business builds the business; but it’s the employees who make it a success. It has been our personal experience and those of countless other owners that if you want to make your business successful pay careful attention to who you are hiring. Hiring a “right” employee can improve your sales by almost 15-20%; while hiring the “wrong” one can bring it down by the same amount.
How do you make sure you are hiring the “right” employee? What are the good practices you can follow to ensure you don’t end up with someone who will bring your sales down? Here we outline suggestions that can help you do that.
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Filed Under: Employees, Management Tagged With: ,

5 Low Cost Ways to Motivate Employees

June 8, 2010


Let’s face it. Motivating employees that are making pretty good salary is hard enough. Now try to do it for those who are making minimum wage in a small business and you understand the magnitude of the problem.
However, all is not lost in this battle. There are ways to motivate the employees who are working part-time, on a minimum wage as long as you know what makes them click.
Below we highlight the 5 best ideas we have collected from our own experience and those of our colleagues and business partners.
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Filed Under: Employees, Management Tagged With: , ,

5 Proven Ways to Reduce Credit Card Processing Fees

June 3, 2010


Most small businesses are overpaying for credit card processing. After the Mafia was eliminated from Italy this has become the next legitimate way of extorting money from businesses. Visa and Master Card are making billions of dollars in profit every year just for acting as a middle man to process the credit cards.
Is there anything businesses can do to lower this cost rather than just give this “extortion” money to credit card processing companies? Although there is no way you can eliminate this cost; there are few steps you can take to bring it down. Here are 5 steps you can explore:
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Filed Under: Finance, Sales Tagged With: , ,

How to Overcome Challenges of Starting a Business in Bad Times

June 1, 2010


In our previous blog post Is this a Good Time to Buy a Business we argued that the difficult economic times present an excellent opportunity to start a business. There are a number of advantages and opportunities that bad economy; like current one; provides. The advantages include less competition, good talent available at reasonable salary and others.
While it is true that this is a good time to start a new business you cannot ignore the challenges that you will be facing in starting business in bad economic time. By understanding the challenges and preparing yourself to meet them head-on you will improve your success rate. Here are three most difficult challenges in our mind along with suggestions on how to overcome them.
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Filed Under: Buyers, Employees, Finance, Management Tagged With: , , ,