Ask Good Sales Questions

During your sales interview and presentation, ask questions that will guide you in the right direction. Then after you ask the question stop talking and give the potential customer time to answer. Don't interrupt them and bite your tongue if you have to so you will be quiet. Asking the correct questions and listening to the answers can give you that little extra advantage you need to close the sale.

The more you know about your prospect and what they really want, the closer you will be to getting that YES. Stay focused on what the customer tells you, not what you want to sell. You don't want to be pushing apples when the customer wants to but oranges.
More on sales ideas in chapter 10 of my book "90 Days to Success as a Small Business Owner", Cengage Learning publisher.

Do Something Outrageous !

One way to get free coverage for your business from newspapers, TV, radio and other media is to stand out from the crowd. Plan an event or stunt that's not seen everyday and depending on the amount or seriousness of the local news that day, you may get free publicity. It takes research, planning and a little luck but it's worth a try. The least you can expect is to be noticed by passers by but hopefully you'll attract some media attention also.

The media is interested in subjects that are out of the ordinary and newsworthy. You must call, send emails and even mail a flyer to them so they will know what and when the event is happening. What's newsworthy can be interpreted differently by each source. So if you don't appeal to one medium, it doesn't mean that you won't be of interest to others. Make it fun, outrageous and get the word out!
More on getting free publicity in chapter 5 of my book "90 Days to Success as a Small Business Owner" available everywhere.

Customer Service Don'ts

What has happened to customer service in the retail business? Big companies don't care, they just advertise low prices to draw customers for one-time purchases. When they get you to buy they don't provide the service you expect. They just blast more advertising and low prices to get you to com back. But small business needs loyalty to keep customers coming back and will save those advertising dollars. Common sense tells you to treat the customer like royalty because they are. Following are some ways to create that loyalty and most are FREE!

. Don't forget to say Thank You..every time
. Don't argue with a customer..you can lose 2 ways
. Don't answer all calls with voice mail
. Don't set you set your business to suit you instead of your customers
. Don't chew gum or eat when talking to a customer... common courtesy
. Don't make a promise that you can't or won't keep
. Don't let poorly trained employees serve customers
. Don't close your business to go on vacation
. Don't under estimate the lifetime value of any customer
. Don't ignore customer suggestions
. Don't open late or close early
. Don't substitute poor quality just to lower the price
. Don't forget to reward regular customers/clients
. Don't wait to solve a problem, do it quickly
. Don't neglect to answer messages and emails promptly
More ideas in chapter 16 of my book "90 Days to Success as a Small Business Owner" available everywhere.
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Small Pro-Business Cities

According to Forbes magazine these small cities with populations of fewer than 250,000 people are favorable to starting and operating a business. The name of the city is followed by the metro population.

1. Manhattan, KS 127,000
2. Sioux Falls, SD 230,000
3. Bismarck, ND 109,000
4. Logan, UT 126,000
5. Bowling Green, KY 126.000
6. Farge, ND 209,000
7. Dubuque, IA 94,000
8. Columbia, MO 173,000
9. College Station, TX 229,000
10. Waterloo, IA 168,000
11. Lafayette, IN 202,000
12. Grand Junction, CO 148,000
13. Iowa city, IA 153,000
14. Las Cruses, NM 210,000
15. Sioux City, IA 143,000
16. Bloomington, IN 193,000
17. Corvallis, OR 86,000
18. Coeur d'Alene, ID 140,000
19. Bend, OR 159,000
20. Idaho Falls, ID 131,000

Temporary Employees

One way of controlling salaries and benefits is to use temps for those peak times of the year or when sales spike upward. Fast growing sales will make you wonder if it will really last. Until you know the solid answer to that question, why add expenses that are difficult to get rid of later if sales fall back again. Why put yourself in a position where you have to dismiss someone you recently hired because you can't afford them anymore? It's better to use a temp for an easy-to-learn position with no set guarantee of how long the position will last.

The other advantage is that you can see how the temp performs their job before adding them to your permanent staff. Using temps is a good way to manage salary and benefit expenses when you're just not sure elevated sales will continue. Find a temp agency that you can trust to provide the right type of people for your business and show some loyalty to them for doing a good job. Also let the temp person knows your intentions in the beginning if possible and everyone wins!
More on curbing expenses in chapter 10 of my book "Save Your Business" available at Amazon in the USA and UK.

Surprise Customers

Did someone ever do something for you or give you a gift for no particular reason and that was not expected? How did it perk you up and brighten your day? I think most of us like positive and pleasant surprises once in a while and we usually remember them long after they have occured. When a business does something special or surprises you with a kind gesture, it's so unusual that it mentally puts them on the top of your priority list.

Catching people off-guard with a positive surprise can really build loyalty, at least for a short time. But six months or a year later, the feeling of gratitude may have worn off and it needs to be repeated. Find a way to surprise customers; one that you know your competitors would never do for them.
More on positive surprises in number 39 in my book "The Jelly Bean Principle" available at 877-700-1322.

Learn, Learn, Learn

Knowledge is power and the more you have and keep learning on a constant basis, the more ammunition you will have to battle those pesky competitors. When you think you are too old or have been in business so long that you don't have to learn anymore, it's time to put the FOR SALE sign out. Learning about the business atmosphere in general and changes in your industry is a continual journey that never ends. There is no destination where you can stop because the path keep adding to itself with new information.

Being a professional business owner means that you are always reading, studying, learning and perfecting your skills to grow and promote your business. Those that don't or lose interest are quickly moved aside so that competitors who do can pass them by. The business world doesn't stand still and is in constant motion to improve itself and everyone in it. Be part of that motion and journey and keep learning any way you can to prosper in your business.
More on learning in Number 45 of my book "The Jelly Bean Principle"

Business Speaker & Trainer

"Luck Happens But Success is Planned"
Entertaining Business, Success and Marketing speaker is available for meetings, conventions, conferences, expos, events and trade shows for a reasonable fee. Presentations are professional and informative with stories and humor. I am an expert on business ideas for growth and survival. A great value to motivate, inform & inspire your audience. I am the author of 6 published business books (2 international, UK & India) and 1 more coming in 2011. I have also started and operated over 20 different businesses in the past 30 years. Franchise coach & advisor. If you would like a copy of my latest book I will be happy to send one, I can speak on any chapter in the book.
One of my speech stories... http://www.youtube.com/watch?v=s_RVZfbH4GM&feature=related

Will travel to most major cities in the world and may be available on short notice. For current topics, bio and short video clips (new video coming soon) please go to www.idealetter.com. Travels from Colorado Springs, Colorado, USA

Barry Thomsen
Speaker, Author, Entrepreneur
719-268-1322 USA
idealetter@aol.com
Twitter...BTauthor

Consumer Mail Targets

When selling to consumers, spend your direct mail dollars when you have the best chance for profitable returns. Consumers buy for many different reasons and you have to zero in what's best for your products or services. Ask yourself these questions when planning your consumer direct mail project.
*Are competitors mailing to the same list?
*Do people on the list buy regularly bu mail?
*Have they ever bought from mail advertising?
*Can they also but at your store, phone or website?
*Are they the correct age group for your products or service?
*Can they afford to buy what you're selling?
*How will they want to pay?
*Do they need or want your products & services?
*Have they purchased similiar items in the past?
*Are your prices competitive for the value offered?
*Have you mailed this list before and when?
*Will you offer a discount or coupon?
*Is your list current and 96%+ error free?
*How many orders do you need from this mailing to show a profit?
*Will you mail to this list again in the future?
*Do you believe in direst mail?
Much more on direct mail in chapter 6 of my new book "90 Days To Success as a Small Business Owner" available everywhere

Failing To Promote Your Business

Every business needs some marketing and promotion on a regular basis. I don't care if it's been in business for 50 years, there's a different generation of customers and prospects that need to know about it. Word-of-mouth and past performance are great but not really enough. They don't reach everyone in your target market and some potential customers won't buy from you.

A new owner of an existing business has an objective of doing things better than the previous owner so they can increase sales and profits. They should want their investment to prosper and be worth more through time. Marketing is the tool that will increase sales if done regularly. There are many inexpensive and free ways to market and a mix will always work best, just keep doing something.
More on new owner marketing in chapter 14 of my book "Save Your Business" Crimson Publishing and available at Amazon.

Direct Mail - Be Persistent

Mailing to your prospect or customer list once and forgetting about it is not the correct approach. You need to mail every quarter or three times a year to the same target audience for the best results. People may not need or want what you're selling the first two times they receive your direct mail but by the third time they may be ready and interested. If you don't keep mailing you will never know and be there when they are.

I've mailed to the same companies for several years and I always get someone who calls and says, "I have been looking for products like yours, where have you been?" I just throw up my hands and get on with the sale. Afterward, I check my lists to see who we haven't mailed in a while and get busy mailing them again. Persistence pay off so don't give up on direct mail too early.
Much more on direct mail ideas in chapter 6 of my new book "90 Day to Success as a Small Business Owner" available at bookstores and online.

Writing Your First Book seminar - Denver area

The next seminar/workshop for Writing Your First Book is scheduled for Saturday August 20, 2011 9AM and lasts about 2 hours. Over 350 people attended in the past and are working on their books now. Learn how to structure a book so a publisher will be interested, the average number of pages and words, how to organize chapters, adding stories/humor and how to get published without paying to self publish. You will get 2 outlines and be able to ask any questions. The seminar is only $30 (nothing else to buy) and is for everyone. I have had college presidents, housewives, students and everyone in between attend. It's being presented at DeVry University Classroom 116 at 6312 S Fiddlers Green Circle (Tuscany Plaza)in Greenwood Vil, CO 80111. Email: idealetter@aol.com or call 719-268-1322 to reserve a seat. They sometimes book up fast so don't wait to reserve a seat (max 30 people per session). I am working on my 6th book now and already have a publisher's contract.
Everyone has at least one book inside them waiting to be written, attend this seminar and learn how to do it! Barry Thomsen speaker/trainer

Carry Products "Sale or Return"

If a supplier is trying to talk you into carrying a new product, you may be able to get it "sale or return" (in the USA we call it consignment). This means that you don't have to pay for it until after you sell it, if you do sell it. There is no inventory cost and no accounts payable. Just provide the selling space, add it to your catalogue or website and any direct mail literature. When you sell any of these items you just pay for those and can return the unsold ones.

This can also be done with bargain items and a big stock-up for a coming sale. Ask, fax or email all your suppliers plus any new ones and see what they can offer. If you get 20 no's and 3 yesses, you're still ahead of the agme. These items can make your shop, warehouse and product line look fully stocked without a large outlay of cash. It's also a great way to see if a new products will appeal to your customers.
More on marketing new products and raising capital in chapter 22 of my book "Save Your Business" available on amazon.com.

Adding Value

Without adding value to your products and services buyers will only look at price when considering what to purchase. Like I tell my audiences, you don't need to reinvent the light bulb; you just need to make it brighter, last longer or use less energy. People will buy a value added product or service and pay more for it. If everyone were a price buyer there wouldn't be First Class airplane seats, big houses and boats, or luxury cars. Give more perceived value and people will be willing to hand over more money for it.

Every business can add value to what it sells if the owner takes the time to find it. This is one of those outside-the-box lessons that will make a business stand out from competitors. If you just sit your comfort zone you will watch others pass you by and they will eventually take a lot of your customers. Here is a video on how I added value when I was 5 years old. www.youtube.com/watch?v=s_RVZfbH4GM&feature=related

Make Packaging Unique

If you're selling retail to consumers or business people, you need to stand out and be seen before you can be puchased. Without something special they see, the large corporation's products will overshadow yours and maybe even hide them from view. Unless the purchaser has come to specifically buy your product, it may get passed by. Even if they did come to buy yours, they may see something near it that attracts their attention more and may then consider buying that one. All because of how it looks and what the packaging is telling them.

Packaging can and does influence buying decisions, otherwise everything would be in a plain brown or gray wrapper. Remember that big company products usually get priority shelf and display position. You have to work even harder to get yours noticed. Unusual shapes and bold colors are some ways to stand out so keep testing until you get the packaging that makes the buyer pick up and leave with your product.
More on marketing your products in Number 11 of my book "The Jelly Bean Principle"

Common Business Mistakes

*Trying to outsmart the market
*Lack of focus on goals
*Lack of marketing
*underestimating repeat business
*Poor customer service
*Failure to test before you leap
*Not going after publicity
*Failure to watch competitors
*Not learning from mistakes
*Not being street smart
More on business success in chapter 1 of my new book "90 Days to Success as a Small Business Owner"

Green is Good

The world has selected the word green as the symbolic term for ecology and keeping this planer livable for us and our offspring. Some people practice it vigorously and others ignore it completely. But almost everyone would like to do their part as long as it doesn't put them out too much.

Kids are learning it in school and young adults are really jumping on the bandwagon. I think some have even taken it too far with protests and demonstartions. When you push too hard, other people have a tendency to back away and not join the cause, even if they believe in it. But letting the business world take the first steps and provide the easy path will get more people to connect and link to the "Green is Good" cause.

As a growing business you can use this concept as a catalyst to stand out from competitors. You can either start this conviction in your industry or join with others in larger organizations. But you need to make customers and clients aware of your participation for it to be effective. Always be on the lookout for new and inexpensive ways to conserve and recycle. Green is NOW, so there's no reason to wait.
More on Green ideas on page 213 in my book "THe Jelly Bean Principle"

Chamber Networking

Chamber of Commerce meetings are where you can meet professional people that are there with business in mind. Maybe your competitors are too busy to join or attend meetings and you can be there with no adversaries present. They might think it's a waste of time and it won't help their business. But you can be there to listen, learn and contribute. You never know when the "Golden Goose" will be there looking for what you have to offer and you will make a great business connection.

Most of the networking is done during the cocktail or social hour prior to the meeting so make sure you arrive early to take advantage of it. And if there's a meal, sit at a table where you don't know many people so you can meet them before the formal meeting starts. As soon as you arrive stop at the washroom and check your appearance, hair and breath before you start talking to anyone. The Chamber is there to help your business so don't pass up the opportunity.
More on Chamber networking in chapter 15 of my book "The Jelly Bean Principle"

Ways to Destroy Loyalty

Just as you can create loyalty you can reverse it easily if you're not careful and don't pay attention to the things below. Don't make buying from you difficult, time consuming or an overall unpleasant experience. You may drive your customers into the waiting arms of your competitors. Watch out for these loyalty destroyers:
*Poor customer service (obvious)
*Feature have sales on out-of-stock items
*Ignore customers that need help
*Have poorly displayed merchandise
*Don't return calls or emails
*Have a sarcastic or grouchy attitude
*Make customers wait to pay you
*Open late or close early
*Use only voicemail 24/7
*Have a no-refunds policy
*Have business hours that only suit yourself
*Don't answer customer/client questions
*Offer only long delivery times
*Drag out solving a problem
*Show up late for appointments
*Be poorly dressed and groomed
*Have a dirty store or office
*Don't thank customers for every purchase
*Don't train your employees well
*Run out of popular products
More on customer loyalty in chapter 15 of my book "90 Days to Success as a Small Business Owner"

Payment Discounts

Giving a discount for paying your invoices and other bills early are used often in the business-to-business world. In the consumer world payment is expected upon completion of the service or delivery of the product so generally a discount is not offered. But in business sales the invoice amounts are larger and it can be well worth it to offer a discount for fast payers. Many times the amount discounted is made up by the late payers who end up also paying your service charges.

Discounts can speed up much needed cash flow so you can pay your own bills. Don't hesitate to use them often when you need cash flow or want to take advantage of your supplier's discounts. When offering a discount on an invoice highlight the words so they can be easily seen. If you really need the quick payment call them a day or two before the discount deadline and remind them. Many will have overlooked it and then decide to take your offer.
More on collection ideas in chapter 15 of my book "When the Shit Hits the Fan" available at amazon.com

Have a Contest !

Offer a contest with no purchase necessary to get people to try your product or service and listen to your sales pitch. Be sure to follow all state and federal rules and laws. It's wise to offer one large prize to attract attention and several smaller prizes so there will be more winners. The more winners the more interest and publicity you will generate.

If you are having a drawing announce the time and date far enough in advance so you can have as many people as possible in attendance. They may even make a purchase while they are there and you will get to show off your business while they are waiting for the winners. Make the contest duration four to six weeks but not much longer. Enter any names from entries on a mailing list for use later.
More on different marketing ideas in chapter 2 of my book "90 Days to Success as a Small Business Owner"

Franchise Royalty

This is a percentage of your gross sales (not profit) usually paid to the franchisor (corp office) monthly or quarterly. There is often a minimum amount due, even if you are having a slow period or there is no profit for that time. However you can ask in advance to have a no-fee-due clause in your agreement if your business is temporarily closed due to weather, family emergency, or other disaster.

Compare the royalty in advance to others in the same industry and you will find some higher or lower. This doesn't necessarily mean it's better or worse until you compare what you are receiving for this royalty. There should also be a 5-10 grace period without a late fee for your royalty payments. Some franchisors will offer automatic debits from your bank account so you don't forget to pay. Royalty is the life blood of the corporate office and they usually watch your payments very closely.
More information on franchises in chapter 3 of my new book "90 Days to Success as a Small Business Owner" available everywhere.

Be a Yankee Peddler

About 200 years ago, as our new nation was growing, people in remote areas didn't get the benefits of all the product choices that people in populous cities did. So wise salesmen called Yankee Peddlers gathered up wagons of goods and visited these remote areas where the products were eagerly bought. They were like a traveling store and everything sold quickly because there was no competition.

Then the peddlers would go back to the big cities, fill up and go back out again. They may have added a little extra to the price for their traveling expense but the remote buyers didn't mind because of the convenience. What other choice did they have except to ride to town themselves? The Yankee Peddlers did very well and were always welcomed by the homesteaders.

It's easier to go door to door when the doors are only a few yards apart but what about when they are miles apart? The people and companies that are far from the big cities need the same goods and services that everyone else does so why not be a Yankee Peddler and serve them? The chances are you won't be butting heads with as much competition as you are in the big cities. By going that extra mile you may get a whole new group of customers that your competitors forgot about.
More in chapter 10 of my new book "90 Days to Success as a Small Business Owner"