Don't Let 'Em See Red

When filling out an order form in front of a customer, client or prospect never use a pen with red ink. It give a negative impression and reminds people there may be something wrong. Remember back in school when the teacher made all their corrections in red? The less red you saw the better your grade.

Don't let a customer think there's something wrong and they should rethink their decision to buy. Also, don't print order forms, receipts or sales literature in red ink either. Make your patrons more comfortable with blue, green, brown or even black ink. Red is OK in pictures and logos but not for text or handwritten copy.

More on great cutomer service in my new book "90 Days to Success as a Small Business Owner" available everywhere.

Offer a Big Selection

Give your customers a choice of several brands, sizes and price ranges to select from. Everyone won't but the same size product at the same price level. You'll have customers who have a budget that only allows them to but the least expensive product or service. Others will have a larger budget or a desire for premium higer priced products. Don't automatically assume that everyone wants the "cheapest" product. Some may buy the lowest priced and return later to upgrade on their next purchase.

How often would you visit an ice cream store that only had 3 or 4 flavors? You need to have as many flavors as you have room for, at least 25 or 30 to choose from. You should have several different kinds and sizes of cones to serve it in. You're only going to please a small group of buyers with a small selection, the rest will go elsewhere. Give them the choices that they are looking for and monitor the sales.

Keep It Private

Don't display your political choices on or in your business because you may lose business. People who are advocates for the opposing party or candidate may stop buying from you and your business. Your store window, parking lot, printed forms or website are no place to state your political preference. It has nothing to do with your business and you're sure to offend some people. You will probably not get any new customers who don't agree with your choice because they may feel their purchase may help the candidate's campaign.

A better idea is to encourage people to "Vote period" and show no preference. If you must do something, put a sign in your window or website that says, "Don't forget to vote June 15th." Most people don't care who you vote for but many will not like it "in their face" at your business. Don't give them any reason to go to your competitor.
More ideas for your business in the monthly Idea-Letter (since 2002) free sample request at www.idealetter.com

CRM What's That ?

The large corporations have a new term called CRM which is short for Customer Relationship Management, They have meetings and classes for their middle management and employees to teach them the basics. Their problem (with a few exceptions) is that they don't execute what they preach. They don't reinforce the principles that make customers happy and satisfied. They treat everyone the same and expect them to all follow the same buyer procedures.

Think about all your friends and relatives, can you find even two that are the same? Even two that want to do the same thing the same way at the same time? So how can you expect your customers to line up like a row of ducks following their mother? They will always be looking for a way to escape when the opportunity presents itself. And once they are gone, it's extremely difficult to get them back. You want customers to buy from you because they want to, not because you want them to so always be flexible when dealing with them.
More on customer service in my new book "90 Days to Success as a Small Business Owner" available everywhere.

Sneaky Mail

I think we all dislike direct mail sent to us that misleads us and entices us to open it. There is little real value or profit in doing this. Here's some things to avoid when designing your direct mail.

*Don't use "Important Dicuments Enclosed"
*Don't use "To be opened by addressee only"
*Don't make it look like a ckeck is inside
*Don't make it look like it was sent by the government
*Don't say "You're Approved" and turn the down later
*Don't use deceptive phrases or untruths
*Avoid using a name and "or current occupant"

Mail that is honest and has good but fair headline has a better chance to be opened and acted upon.

For New Business Owners

Some good ideas for new business owners who need as much information as they can get to be on the road to success. Don't blindly go into a new business, read ask questions and watch videos for proven ideas and mistakes that others have experienced.

http://www.youtube.com/watch?v=HJZs5ClYE6w&feature=player_embedded

Your Store Appearance

The impression a customer gets when inside your store or place of business will directly influence whether they will make a purchase and ever return again. Look around and see how many of these apply to your business.

*Quality products and services
*Fair prices for the value offered
*Physically clean and orderly
*Stability..are all shelves adequately stacked
*Are shelves and displays neat and visible
*Have brand name and house brand to choose
*Store manager available and helpful
*Impressive and colorful displays
*Sale prices clearly marked
*Staff is neat and professional
*Good selection in each category
*Unique and new products
*Customer service available for any problems
*Does staff and emplyees look happy
*Is decor old-fashioned or with current trends
*Is check-out quick and easy
*Store organized for easy selection
*Directory for common items
More short business articles in our monthly Idea-Letter (since 2002, free sample at www.idealetter.com