Dress For a Sale

It's your business and you can wear anything you want, right? Who cares? Well, your business cares, even though it won't tell you outright. It won't have to tell you beacuse the result will show up in your bottom line. I've seen it happen many times with local business people and some friends and it's a shame.

Being a business owner gives you a status position with your customers and you should look the part. That doesn't mean always wearing a suit and tie if you own a tire store but your uniform and shirt should be clean every day. You will probably meet customers and remember that "first impression". Personal grooming and hygiene must be impeccable. That means fresh breath, clean hands, neat hair and a daily shower for you and your staff.
More on face-to-face selling in chapter 10 of my new book "90 Days to Success as a Small Business Owner", available everywhere.

Franchise Coach and Advisor

Buying a franchise is a great business idea if it's the right franchise for you. Many times the new owner will be mesmerized by all the success the franchisor tells them about. But each success is a different business and may or may not work for you. They, of course, want you to buy from them rather than a competing franchise so they will make everything sound great and maybe even fool-proof. You must go into a new franchise (or a resale) with full knowledge that it will work for you and not because others have had success. Past results do not mean sure success for you and you may also find that phrase in small print in the franchise agreement.

It can be very helpful to hire and use a franchise coach or advisor which is much less expensive when compared to the investment that you will make in a franchise. They can assist you in making a decision based on what is best for you and your goals for owning a business. Remember that a franchise is a small business just like any other and even though it has a proven plan it takes hard work & dedication. A franchise coach will help find several choices and ask the questions that you might not think to ask yourself, BEFORE you invest. Consider inexpensive help and guidance so you can be on you way to franchise success!
More on a franchise coach & advisor at www.idealetter.com

Should You Offer a Discount?

Discounts can be a good marketing tool in special situations. They should be temporary and have a deadline date to be effective and entice buyers. Hers are some reasons why you might offer a discount:
*Sell off excess or old merchandise
*Seasonal specials to increase buyer traffic
*Introduce new products or services
*To encourage larger purchases
*Courtesy for sr. citizens, military or students
*Perishable items before they spoil
*Got discount from supplier
*Build volume for possible sale of the business
*Increase cash flow to pay bills, etc.
*For prompt payment of invoices
*To meet the competition's offer
*As a loss leader to increase company interest
*For an advertising campaign
*To use on a point-of-sale display
More on retail sales ideas in chapter 11 of my book "90 Days to Success as a Small Business Owner" available in bookstores and online.

Starting a New Business?

When starting a new business the most important thing you need is those first clients and customers. Not office or store space, not computers or a fax machine, not phones or furniture but Customers! The other things are easy to acquire so start early to entice those first clients and customers to your new business. Here are a few ways to get started:
*Yellow page book & online ads (don't overspend)
*Have your website up and ready
*Direct mail to your target prospects
*Send press releases to radio, TV and newspapers
*Create and install "Opening Soon" banners
*Distribute flyers, menus and brochures
*Join a leads exchange group or two
*Buy & distribute business cards for all staff
*Place ads in papers, online and google
*Join the Chamber of Commerce
*Hold an open house or free seminar
*Get listed in search engines
*Offer gifts/discount for first buyers
*Network, Network, Network
More on opening a new business in my new book "90 Days to Success as a Small Business Owner" avaialble everywhere

Don't Lose More Than the Sale

There are many reasons why you may not get the sale, some beyond your control. But the person or company that beat you may not deliver or perform to the customer's satisfaction and they may not get the next order or or reorder. Then who is the customer going to turn to next time? They will probably review the reasons why they didn't buy from you and others before they start looking from scratch again.

The only reason why they wouldn't reconsider your product or service if the reason for not buying the first time is YOU. Don't let this happen, be cordial in accepting defeat if only on the outside. Leave the door open so there can be another chance in the future. You can even contact them a few months later to see how your competitor did and remind them who you are. A lost sale is not a customer lost forever just that one order.
More on sales in my new book "90 Days to Success as a Small Business Owner" available everywhere.

Follow Up is Important

Many companies, especially in the business-to-business market, neglect important follow up procedures. Someone requests information, brochures or samples, you send them out and never hear from them again. Why? Maybe it's because you didn't call the prospect back and complete the sale. How do you even know if they received what you sent? It may have been intercepted by someone else in the company. Or even worse, it might have been tossed out as junk mail or unsolicited advertising.

You spend time and money putting the package together, plus postage or UPS, so why not find out whether it's doing the intended job? The potential customer requested this information for a reason which might be an immediate purchase. It's not only expensive but foolish not to follow up on all requests for samples and information.
More on this in chapter 12 of my new book "90 Days to Success as a Small Business Owner" available everywhere.

Thinking About Buying a Franchise?

If you are considering buying a new or resale franchise business you must be sure it's the right one for you. There are many questions you need to answer BEFORE you sign the agreement and pay the franchise fee. Picking the wrong franchise for your personal situation will give you years of headaches and possible losses. A franchise is a great business when it works for you but a nightmare when it doesn't. Protect yourself and your investment and look at some of the questions at www.idealetter.com (click on Franchise Coach).

What it Takes to be an Entrepreneur

Not everyone can be an entrepreneur and some people would never attempt it. It takes certain personal qualities to be successful in your own business or endeavor. How many of these do you have?

*Ability to sell your ideas
*Able to accept risks
*Persistence
*Willingness to do whatever is necessary
*Ability to understand reports
*Ability to learn from experience
*Ability to delegate and train
*Strong curiosity
*Willing to face facts and reality

You will need the majority of these plus work on the ones you are lacking in to start, grow and survive in your own business.
More on this in chapter 1 of my new book "90 Days to Success as a Small Business Owner"

Do Something Better

When you provide a value added product or service your target market will recognize it give you increased sales and loyalty. It doesn't matter what your business is, you just need to make it different, better and worth more than your competitors. Here is how I made a difference selling lemonade when I was kid back in Chicago. http://www.youtube.com/watch?v=s_RVZfbH4GM&feature=player_embedded

Mousepads Promote Your Business

In today's high technology world everyone spends some time in front of a computer using a mouse. That's where your name, logo and message should be to attract new and repeat business. Keep your valued customers and hottest prospects looking at your name and logo while they are at their computer.

Use your creative ideas to make them remember who to contact when they need your products and services. You get more message bang for your dollar than many other types of promotional items. Everyone uses a mousepad so they will not discard yours, but use it regularily. Your message will always be there, and easy to find with your contact information. Repetitive exposure to your name and message is cost effective with mousepads.
For samples and many different styles check out www.americas-cards.com and scroll down to mousepads.

Have an Elevator Introduction Ready

We all meet new people anywhere and everywhere and there is a curiosity about who they are and what they do. The common question is usually "Hi what do you do?" Always have a 12-15 second introduction ready to give them in response. We call this the "elevator introduction" because that's about the time you spend in an elevator with someone. Get the facts out quickly and easy to understand plus hand them a business card (which you should always have with you).

I'm sure you have asked someone what they do and 2 minutes later they are still talking and boring everyone nearby. That's more than someone wants to know at the first encounter and you must give them a chance to also answer the question. After 15 seconds people lose interest and are looking for an escape. Rehearse your introduction so you get all the facts in and finish quickly. If they want to hear more they will ask and start a conversation. Don't force them to listen or it will just go in one ear and out the other.
More short ideas in the monthly Idea-Letter available at www.idealetter.com