Category Archives: General Business

How To Make Lifelong Customers

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(I originally published this article in the Galion Inquirer on Dec. 7, 2011)

How many times have you dreaded calling a large company, even for something as simple as a billing question? You know the routine: A 20-minute maze of phone prompts, several transfers, then a series of never-ending sales pitches. Somebody really missed the mark, here.

Most small business owners wouldn’t survive very long if they treated their customers like some of those large companies do. You’re willing to take my money every month, but I’m not even important enough to you that I can to speak to a human when I call, and not get buried under sales pitches?

So here’s a little tip: Try to turn your customers into your friends. Help them when you can. Treat them like you would like to be treated. Let the Golden Rule become your guiding principle in the world of business.

Sure, a lot of people shop on price alone, but ask yourself: Who do you (personally) prefer to deal with? The cheapest mechanic you can find, or one that you’ve known for years and he knows your name? In a pinch he might even stay late to help you out of a jam, or accept payments if you can’t afford that huge bill all at once.  

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Do you have a mentor?

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(I originally published this article in the Galion Inquirer on Dec. 3, 2011)

Last week I travelled three hours to meet with a very successful businessman whom I’d never met.  His business is publishing print-versions of how-to guides.  Just one of his books has sold over 1.6 million copies…at $12.95 per copy.  Do the math.  This guy knows what he’s doing.

The week before, as I was researching some new directions for my own business, someone mentioned this gentleman’s name and success.  I decided to call him.  He’s never heard of me…has no idea who I am. 

I called and introduced myself. I told him I might be in his area within the next week or two, and asked if he’d be willing to give me some feedback on some new business ideas I had that were similar to what he was doing with his business.  To my complete shock, he was very willing to meet with me, and he offered to spend as much time with me as I needed. (Thank you, Pete!)  

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Are you ready for Entrepreneurship?

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(I originally published this article in the Galion Inquirer on Dec. 3, 2011)

In business,  just as in life, there are no guarantees.  There are many risks associated with starting a small business, but you can improve your chances of success with good planning, preparation, and insight.  These three items are crucial to your success.  Before you jump head-first into your own business, consider the following questions to see if self-employment is a good fit for you.

Are you a self-starter?  It will be entirely up to you to find clients, develop projects and services, organize your time, and follow through on details.  It’s also up to you to set up your administrative process.  What kind of stationery will you use?  How will  you track inventory or sales?  How will you manage five projects with different deadlines?

Do you get along well with many different personalities and people?  Business owners need to develop working relationships with a variety of people including customers, vendors, staff, bankers, and professionals such as lawyers, accountants, or consultants.  Can you deal with a demanding client, an unreliable vendor, or a cranky receptionist if your business requires it?  

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Business Branding 101

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(I published this article in the Galion Inquirer on Nov. 26, 2011)

There’s quite a bit of confusion with some of my start-up clients when I talk to them about branding their business, so I thought I’d take a few minutes to explain what my idea of branding means in order to make branding a very simple thing to understand.

Depending on which book you read or which expert you follow, branding could mean having a logo, a tag-line, a unique sales position, a trademark, or even just consistent themes and formats in your advertising.  It’s actually all of these things, and more.

It’s really very simple

Branding means finding a way to stand out from the crowd.  What will make customers choose your bookstore over the other ten bookstores in town?  What makes you different?

Think of branding as the first-impression your business gives someone, only it’s on an ongoing basis, and subject to change.  That’s a little bit of a mouthful, so let me give you an example.  I hate to use Lindsay Lohan as an example, but since most of us are familiar with her and her problems, she’ll make the best example for this simple concept.  

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