Your Smile is Free

One of the best marketing tools you have is right in front of your face... your smile. It should be used on a regular basis to make customers/clients relax and enjoy doing business with you and your company. Even when things don't go as well as planned, a smile can make it easier to resolve. Jay Leno said, "It's hard to stay angry at anyone who makes you laugh" and that also goes for a smile. When solving a problem with a customer a sincere smile can show that you really care and want to help.

Everyone in your business who comes in contact with your patrons should practice wearing their smile, even if it hurts. For some people a smile just comes natural but for others it must be practiced. Have a short meeting with everyone and give 5-10 minutes to the people who need practice in front of a mirror until they get it just right. Then monitor them in action with customer contact to see if they are using it. A brief reminder will make them aware of using their smile and eventually it will come automatically. The power of a smile can close many sales and bring repeat business, use it!

Stay in Contact

When was the last time you made contact with your customers/clients outside of a purchase? Do you only communicate with them when you are handling an order or they are buying something? It may be weeks or months between transactions and you need to be in touch with them more often even when they are not making a purchase. You can bet that during the off-time that your competitors are trying to lure them away from you without your knowledge.

Mail something to them even if it's a small reminder of your products and services. If you use use coupons or loyalty cards give past customers a little extra incentive to revisit your business. Call or email your largest ones and with them a happy holiday, happy birthday or just a general hello. It can show that you really care and have an interest in them rather than just take their money & run. Communication keeps the doors between you and the people who support you open and you are always available when they need you.

It's Time to Plan

As we enter into the last month of the year, look back and see what goals you didn't achieve and modify them for next year. Add any new goals to your written or mental list and plan how you will reach them. Then when the new year is here you will be ready to pursue those goals with enthusiasm and tenacity. If you plan now you will be able to see the future where you want to be not just working aimlessly. If you want it bad enough you will achieve it!

Don't Relax too Much

The holiday season is those 6 weeks between Thanksgiving and the New Year that people like to lay back and relax. This is great and much needed but don't waste that time ignoring your business completely. If you are in retail it will be a busy time when you make most of your profits but for the rest of us it may be a slow time. Your expenses and employees have to be paid like normal and that money needs to be coming in to do so.

The holiday season is also the time to clear your mind of all your business problems and happenings of the past year and to look forward. When you enter the new year with new ideas and enthusiasm it can only be better than the past. If your current year was good, why not make next year even better. If you sit back and relax you'll give your competitors a chance to catch up and maybe even pass you. Yes, take a little down time but always keep your mind open to new ideas and ways to make next year even better for your business.

Make the Wait Easier

If your customers or clients have to wait for their product or service give them something to do that will pass the time more quickly. This can happen at a pharmacy, auto service store, jewelry repair or tax preparation business. A television (or 2), magazines, newspapers, games for the kids and a free beverage will help make the wait easier.

If they have to wait on the phone use an audio program or clean comedian to keep them occupied and entertained. I know of one auto repair/oil change business that lets customers waiting use a computer at a desk with a printer. These things will make them come back when they need service again and also send referrals. Repaet business is what it's all about.

More ideas in chapter 11 of my new book "90 Days to Success as a Small Business Owner" available everywhere

Doing Business in India

Following the local customs will help you and your business be more accepted in India and a show of respect. Here are some ideas to consider.

*Men are generally expected to weat a suit and tie for business meetings.
*Women should wear conservative dresses or pant suits.
*The use of leather products including purses and belts may be considered offensive.
*Never touch someone's head not even to pat a child
*Standing with hands on hips is interpreted as angry or aggresive
*Never point your feet at a person, they are considered unclean
*Gifts are never opened in the presence of the giver. If you receive a gift, thank the person and set it aside.
*Business lunches are preferred to dinners. Most do not eat beef or pork.
*English is widely udes for business in most of India.
*Never directly refuse and invitation, it's better to say "I'll try"

Making the Commitment

Owning tour own business takes a strong commitment to be the success you dream about. It's not just trying to be successful it's knowing that you will do everything in your power to see your business prosper and grow. If you have a new idea, better way on doing something or a new product or service be determined to see it accepted by your target market. A business plan that is flexible should always be the first thing your do.

Without the total commitment and "I'll see if it works" attitude you really don't have a business but a hobby that you are trying to make money at doing. When you commit to a new or growing business it will move forward with your guidance and skills. That doesn't mean there will not be any problems along the way because we all know that there will be some. Making the commitment means you will stick to your goals during good and tough times to make the business the success you dreamed about.

Positioning Your Business

We have always heard that "you can't be all things to all people" and of course that's true. That means you must decide where you want your company/brand to be remembered in your target market. The common options would be:
1. the lowest price, just the basics
2. the middle price, good products, services and appearance
3. the highest price luxury level with all the extras

Most businesses can't compete with the big discounters on price so success at level 1 is difficult if not impossible. A luxury band will provide more profit but may eliminate 80%-90% of the target market and takes a longer time to establish. The middle price and quality is where most businesses will succeed because you can still add value over your competitors. Many people will purchase at this level and become loyal customers if you back-up products and handle any problems quickly. Decide where you want your business to be positioned and stick to it.

Defer Debt

If you can't make your payments on time, there are ways to defer some of them to keep your business operating. You can request to skip a payment or add it to the end of the payment terms. This may be possible for bank loans, vehicle loans, credit lines or equipment loans. Call your representative and explain that you're having cash flow problems and would like to skip a payment now and make it up later.

I would not use the the term "financial crisis" with creditors because it may alarm them more than necessary and cause other problems. Cash flow is the accepted term for when things slow down and money is tight. Always act and speak in a professional, optimistic and confident manner and they should be able to offer you some option for refief in the short term. If you are at least halfway through any loans or payment plans you may be able to refinance, skip a payment, pay lower amounts and get longer terms. Never just miss a payment without talking to the debtor, in most cases they will be ready to help you.

More on deferring debt in my new book "90 Days to Success as a Small Business Owner" available on Amazon and bookstores.

Retail Store Classes

You can and should use free or almost free classes to entice people to come to your business. You will not only look like the expert but will be the best sourse for all their purchases. Here are some ideas for classes for your business.

*Florist - Simple flower arranging
*Restaurant - How to make an exotic appetizer
*Flooring Outlet - How to lay tile, carpet grout etc.
*Personnel Agency - How to write a professional resume
*Sporting Goods store - Tips on golf, tennis, exercise etc.
*Furniture store - Ideas for basic interior design, drapes & accessories
*Ice Cream store - Cake decorating & making smoothies
*Banks - Investment strategies and special accounts
*Bookstore - How to get a book published
*Liquor store - How to mix exotic drinks & wine tasting
*Beauty Salon - Haircare, styling and premium products
*Photographers - Quick photographt workshop
*Music store - basic piano playing or trumpet
*Manufacturer - Plant tour and "how it's made" seminar

I Still Use Direct Mail

Over the many years and many businesses (I've had about 20) I always found a way to use direct mail in promoting my company, products and services. And in almost every case I got results and sales. It may seem old fashioned to some business people but if it works why not use it. You may not always get instant response but often a person would call or email 6 months later who had saved the mailing. I would rather have my literature in their file than nothing at all and have to start over for each promotion.

Direct mail can be a very cost effective way to reach your target market. Lists to mail to are easily available and may can be acquired free or even traded for. InfoUSA is a good source for inexpensive lists and some libraries subscribe so you get them free! Customers and prospects should be mailed to regularily to remind them who and where you are and what you can offer them. If you had to pay sales people to reach the same amount of contacts it would cost you 100 times as much! Don't give up on direct mail yet, find a way to use it in your marketing.

My new book, "The Smart Guide to Starting Your Own Business" is now on amazon.com

Rush to Market

When you have a new idea for a product or service that fits into your business and would be of interest to existing and new customers/clients don't wait to use it. If you feel it has at least a 60% or higher chance of success it's time to move forward and test it or add it to what you offer. If you wait there will always be someone else who may come along and implement the idea first. The first one on the market with a new idea usually gets the lion's share of the sales and profits.

As a small or medium size business you have the advantage of getting your new idea to your target market before other larger companies can compete. This does not mean jumping in with both feet and opening the door to possible disaster and loses but testing how your idea will be accepted. The best feedback you can get is from your current patrons who will "tell you like it is." You may nedd to make some adjustments to your original idea and still be number one in your market. Don't wait until a competitor beats you to and all you can say is: "Hey I thought of that first!"

Barry's new book "The Smart Guide to Starting Your Own Business" is now on www.amazon.com

It's All Up to You

We all have dreams, goals and ambitions that we want to acomplish in our lives and that is not only good but Great! But do we all pursue those goals on a regular basis or just sit around and wait for something good to happen? Only you can answer that question for yourself because you already know the answer. Most of the goals and dreams you really want are reachable if you go after them and not just wait for them to happen.

My father always told me, "Don't expect anything from anyone, Do it Yourself." His words stuck with me over the years and inspired me to take action if I wanted to see results. My favorite acomplishments were being successful when someone said, "You can't do that" or "It will never work" or "No one has every done it before" Believe in your dreams and find a way to make them happen even if you fail many times along the way.

Take Calculated Risks

Part of being in your own business is that you can try new ideas and new things quickly. You don't have to wait for someone else's approval before you move ahead. But sometmes you might want to ask other people what they think of your new idea before you make an investment in it. They might offer something that you didn't think of and can influence your decision. You make the final decision but even the President has advisors.

I love trying new ideas and can wait for the next next one to appear. But that doesn't mean I use everything that comes up just beacuase it looks exciting. I want to know going in that there is a good chance of success and I have a way out if it doesn't work as expected. I usually use the 60-40 rule to make a final decision. If I feel it has a 60% chance of success I will move forward and invest in it. If I see right away that it's not working I'll get out quickly. Use your ideas cautiously and have a way out.

Common Lies in Business

*The check is in the mail.
*We promise to ship on Friday
*I'll call you back at 2PM sharp
*That price includes everything
*I can get it for you wholesale
*I'm not making a profit on this order
*It just needs a little work
*I'll take care of everything
*It's guaranteed Forever!
*We have no competition
*Yes, I'll keep it confidential
*Nobody can beat our price
*We have a 99% approval rate
*There is no better product in the market

For a free sample of the monthly Idea-Letter go to www.idealetter.com

Keep Your Customers !

Keeping your existing customers after spending time, effort and money to get them is very important to your survival and growth. Here are some ideas to consider.

*Use their name often
*Give more than they expect
*Hire friendly and caring people
*Always say Thank You
*Change with the times and industry
*Show customers the benefits for them
*Ask for customer input
*Match or exceed competitors
*Reward customer loyalty
*Treat your employees well
*Stay in contact with them by mail, emil or phone
*Handle problems quickly and with a smile
*Provide customer education
*Give VIP treatment
*Keep looking for new products & Service
*Use your employees ideas
*Smile often-it's free!

More free articles you can reprint and use at www.idealetter.com