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Improve Sales by 10% by Teaming up with Cool Businesses

October 5, 2011 1 Comment


Small business owners can improve their brands, while increasing sales by 10-20% by teaming up with the “cool” businesses! On August 31 Ford announced partnership with Zipcar by which Ford will sell cars to Zipcar at a discounted rate for them to use for their rental fleet. For those not in the know, Zipcar is a next generation car rental company with a very different business model. They typically rent their cars on a per-hour flat fee that includes fuel and insurance to mostly young customers, college students and such, who do not own a car. By associating with Zipcar, Ford will improve their brand image and get more sales from the younger generation. This is a brilliant move on Ford’s part to attract buyers at an early age who typically tend to stick with them for years to come. You can find similar tie-ups at many places in the business world.
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Framework for Deciding What NOT to do

September 28, 2011 Leave a Comment


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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Best Practices in Customer Suggestions to Improve Sales

September 14, 2011 2 Comments


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

September 7, 2011 2 Comments


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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5 Warning Signs that Tell you if your Business is Headed for Trouble

August 24, 2011 2 Comments


“I didn’t know we were in such a bad shape! How could this happen?” How many times have you heard this from a small business owner whose business is shutting down? For small business owners it is imperative to stay on top of the business like a hawk. Otherwise it is not surprising to wake up one day and find that you are not able to pay your employees or make interest payment to the bank.
We mentioned in earlier post that you have to be able to tell how your business is doing even when someone asks you in the middle of the night. We suggested that you identify key parameters for your business and look at daily, weekly and monthly reports.
We have been asked by number of small business owners if there are simple warning signs that can tell them if the business is headed for trouble – something akin to early warning system. In response, we have come up with 5 metrics that can tell you exactly that. By keeping a keen eye on these metrics you can detect potential problems well in advance and take appropriate actions to correct the path.
Here are those 5 metrics along with explanation of how to calculate them:
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15 Simple Cost Reduction Techniques for Small Business Owners

August 21, 2011 2 Comments


In the previous post we showed a systematic approach you can use to reduce cost in small business while still keeping your foundation intact allowing you to take advantage of the upturn in economy when it happens. We suggested that you should take surgical knife approach to cost reduction as opposed to using machete.
By applying this approach your business may come up with tactics that will be different from some other type of business. You have to tailor the systematic approach to your business and situation. However, there are common tactics that can be employed by almost all types of businesses. Below we describe those techniques categorized by stages in the cost reduction approach.
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How to Grow your Business without Spending a Fortune

July 27, 2011 Leave a Comment


The great recession of the last 2-3 years has made many small business owners skittish about spending money even if it can help them improve sales in the future. Many of the small business owners are hunkering down to survive till the sky is cleared. They are happy with maintaining current sales and making reasonable profit. While we agree that these are difficult times for all small business owners, you should not have to sacrifice long-term benefits at the expense of short-term survival.
We believe, there are ways to satisfy both the needs of conserving cash and growing your business at the same time. The key is to utilize low-cost marketing techniques to improve sales combined with flexible operations to control cost. We have covered several of these techniques in previous posts. Below we summarize them for your convenience.
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How to Convert Free Samples into Sales

June 26, 2011 Leave a Comment


Having free samples as part of a marketing strategy is a must for all small businesses irrespective of size or industry. The reason is simple – free samples allow them to reach new customers and introduce new products at lower cost. In an earlier post we showed how small businesses can go about running a successful free sample program.
The ultimate goal of giving out free sample is to convert those customers into paying ones leading to improved sales and profit. That’s why it is important not to work out a plan to achieve this goal as you roll out the free sample program. Here are some tips to make the program successful.
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How to Run Successful Free Sample Program

June 22, 2011 Leave a Comment


In the previous post we discussed why giving out free samples needs to be part of marketing strategy for every small business. There are number of benefits small business owners can obtain by giving out samples to existing and new customers. The key to achieving these benefits is to execute the program well. You have to ensure that you reach out to target it to the customers you want to attract. Give out free samples to anyone and everyone and you will waste your money without reaping proper benefits.
To successfully run the sample program you should aim to reach maximum number of potential customers in your target market. You also need to look into getting recommendations from influential people that your target customers admire. Here are some suggestions to make that happen.
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Why Free Samples should be part of your Marketing Strategy

June 19, 2011 2 Comments


Free samples are everywhere! Walk into any mall or store and you will find people handing out samples. Go to a grocery store… There are samples of coffee, cookies and many other things… Go to a mall department store… There are samples of perfumes for you to try… Even technology companies that do not have physical stores have got into the game with the so called “freemium” business model. They provide “samples” in the form of limited functionality product for you to “try”. If you want additional functionality you need to pay for it. Apple store is constantly buzzing with people sampling their latest gadgetry.
Samples are everywhere because they work. Customers love samples. It gives them opportunity to “try before they buy.” They don’t have to spend money on something new before figuring out if they will like it or not. It also lets them find new products that they didn’t know existed. With the number of product choices available to consumers increasing every day they do not have time to research all the new products before buying them. Samples provide them a way to uncover something new.
As you can see samples provide companies with an interesting marketing avenue to reach their customers. There are several ways small businesses can use free samples for effective marketing. The list below shows how you can use free samples for low-cost yet effective marketing.
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