Are you sending consistent messages to your customers?


Sending inconsistent signals to customers through your actions can harm your business greatly. After your customers do business with you for some time they expect to receive certain “treatment” from your business. They will probably forgive you for a slip-up once or twice, but they will not accept it beyond that. Three strikes and you will be out!!! So what do we mean by sending inconsistent messages to the customers? Let me give you an example:
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Not All Customers are Equal – Which ones are Right for your Business?


As mentioned in the earlier post it is crucial to pay attention to the types of customers your business wants to attract. Most small business owners do not pay sufficient attention to this subject and end up leaving money on the table or not making money at all, as a result. That is why it is important to not try to sell everything to everyone and instead think about what types of customers are the right fit for your business.
But how do you go about finding the “right” customers? We think this should be a two-step process. First you should think introspectively about your business and then identify what types of customers will be attracted by the value offered by your business. We explained these steps in detail below.
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Not All Customers are Created Equal


Most small business owners do not give much thought to what types of customers they serve. They are happy to sell to anyone and everyone who walks into their business. This can be a mistake, and it can lead to either leaving money on the table or, even worse, not making money at all. When you take a careful look at your customers you are likely to find that some customers bring significant profit to your business, while others may not bring as much or even make you lose money on them. Why would you want to keep those later type of customers or at least treat both of them equally?
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How can you Beat the Larger Rivals at their Own Game


In the previous post we mentioned that it is possible to beat your larger competitors and own a successful small business. Many small business owners are scared of their large competitors because of their wrongful perception that large companies can use their size and vast resources to drive smaller rivals out of business.
We described why this is not true in the last post. Here we will take it one step further and show how you can beat those larger rivals.
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Yes, You can Beat the Larger Rivals at their Own Game


Many small business owners are scared of competing against their larger rivals. After all, large competitors have all the resources at their disposal to put you out of business, right? It is a battle of David versus Goliath! What chance does David stand against the Goliath?
While it is true that Wal-Mart has put number of mom-and-pop shops out of business in the last 10 years, there is hope for small business owners. In fact, we believe you can beat them at their own game and become a very successful small business owner. You probably are thinking we are nuts and don’t know what we are talking about, but allow us to explain.
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Wildly Successful Companies that Decided NOT to do Everything


We have highlighted virtues of focus in the last couple of posts. The decision NOT to pursue something is the most important decision small business owners will make to be successful. You can use the framework described in the previous post to get better understanding of how to apply this principle in everyday decisions.
In this post we want to show examples of companies that have used this principle and have become wildly successful. They are the companies whose products we use every day. After studying their business model and decision making we have come to appreciate the way they go about doing their business. Here they are:
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Framework for Deciding What NOT to do


In the previous post we highlighted that the most difficult decisions you will ever make are the ones where you decide NOT to move forward. By focusing your resources and energy on narrowly you can achieve number of benefits and get higher return on your investment of time, money or effort. We mentioned how Apple has succeeded to become the most valuable company in the U.S. by applying this principle, while GM had floundered by spreading resources over multiple brands with lot of overlaps.
You should use this approach in decision making every step of the way. If you take a step back and think about the decision in terms of cost vs. benefit of the current choice and evaluate it against alternatives you can improve the odds of making the right choice. You can use this principle in number of different areas as shown below.
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Practical Ideas for Customer Suggestions to Improve Sales


In the earlier post we mentioned that if you are not applying customer suggestion tactics in the small business you are losing about 25% of current sales. We also showed best practices to work with when implementing customer suggestion plan. The key to making customers to like your suggestions is to do it in a way such that they do not feel as if they are being forced into buying something they do not want to.
In this post we will show practical ideas that are based on the best practices to implement in your small business. We have seen many of these ideas implemented at number of businesses with great results. I am sure you will be able to enjoy similar sales growth after you implement some of these ideas.
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Best Practices in Customer Suggestions to Improve Sales


In the previous post we mentioned that if you are not applying customer suggestion tactics in the small business you are missing out on 25% of current sales. These days customers receive suggestions from businesses and other customers from all kinds of businesses. However, you have to be careful about not turning off customers with your overly aggressive tactics. Customers do like receiving suggestions from their friends and businesses, but they do not want to be bombarded with them every step of the way.
The key to making customers to like your suggestions is to do it in a way such that the customers do not feel as if they are being forced into buying something they do not want to. There are certain things you should keep in mind when working on your customer suggestion plan as described below.
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Improve Sales by 25% with Customer Suggestions


If you are not applying customer suggestion tactics in the small business you are missing out on 25% of current sales. These days customers receive suggestions from businesses and other customers every step of the way. The trend has only increased in the last few years with the advent of Internet and social media. You can find online businesses suggesting that “you might also like these” based on what you have bought earlier. Your “friends” are also “recommending” you products and stories on Facebook. Suggestions can also be found in the physical world – sometimes in not so obvious ways. Have you looked at McDonald’s Combo Meal lately?
So how can suggestions help small business owners as well as customers?
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