Primary goal of small business

[go timeさん]

When tough times hit, the primary goal of small business owners should be to
not only survive but to position themselves to thrive. Break up those lofty
longer range game plans into 90-day action plans. Effective advertising will.
especially from businesses that back up their advertising with over-the-top
service and quality products and services. Identify and eliminate busy work.
.

. On the other hand, fire customers that cost you money. Redeploy more people
to the front lines--sales and marketing.

Add advertising to your No Cut Back List. Instead they get every member of
their team re- focused. As tempting as it may be, eliminating free coffee and
bagels or holiday parties can make employees feel undervalued and potentially
lead to losing them.

When the going gets tough, be smart enough to ask for help from others.

Like advertising, resist cutting employee perks.

Small businesses should resist cutting back on anything their customers will
notice or that will drive them away or fail to bring them in or back. Cut loose
non-performing employees. thereby adding impact and legs to advertised
promotions.

Curtail and cut out the paper soup bowls
shotgun ads aimed at no one in particular! When the Ad Circular Monsters (big
boxes) are hawking price and closing check out registers at the same time, small
business guerillas can move in and build their own customer base.

Buy your outside vendors a cup of coffee to discuss ways that might benefit
both of your businesses and cut costs at the same time. all of which spell
opportunity for the more tightly-niched small businesses. . Printers, suppliers,
media, etc. They can if they continue to advertise but not when they pull back
or out. Retaining perks maintains employee confidence in your company and may
even inspire them to go the extra mile. Small extras tend to be taken
personally. Slow down.

When the economic light starts blinking RED, the savvy small business owners
can make some hay (increase marketing share)by helping customers and prospects
understand how their business can do a better job than their competitor down the
street. . It costs less to retain a valuable existing customer than to find a
new one. .

Big mistake.

In a shaky economy, buyers become more picky about where they shop and more
selective about allocating their dollars. Brainstorm ideas that will keep your
businesses percolating even when coffee is $10 a pound and rising. . Make it a
big deal when the team meets a stated goal. . Figure out why customers come into
your business in the first place as well as what will keep them coming back. If
sales are down, say so. Small businesses have to work harder to get their
cash.

Take good care of your loyal clients along with your keeper employees. .
Think about your own situation and ignore gloom and doom headlines.

Four dollar gasoline and two dollar loaves of bread are taking a larger bite
out the wallets of all of us . . Going this route is good business for small
business.

The deeper-pocketed big boxes can and do cut back by indiscriminately
reducing payroll, closing under-performing locations, slashing prices, and
generally pissing consumers off . If promotion is considered a soft expense many
small businesses reduce the size or frequency of their advertising.

Well run small businesses do not furlough good help.

Word of mouth by itself simply will not cut it in tough times. but people do
and will continue to buy what they want or need . Get strategic. Be honest and
frank.

The No Cut Back List should include:

*Maintain portions at the same price;

*Resist reducing the quality of your products and services;

*Make sure your staff is knowledgeable and caring and

*Provide hassle free returns and adjustments. There is remarkable strength in
new and different ideas. See to it that every one of your team members share
accountability for implementing the plan at hand. Get out of the office and on
the street or the sales floor.

Stop being busy being busy.

Many consumers have cut back on discretionary items but they are still
spending.

Guerilla marketers often maximize the effects of their print and broadcast
ads by reproducing their advertised offerings on quick printed hand-outs
(flyers) and on jumbo copies of their ads strategically placed inside their
stores and in their windows . Cut expenses and reallocate your dollars by daring
to invest more in marketing and advertising. Ask your customers--How can we
better serve your needs? What additional needs could we serve? While you are at
it, ask your employees the same questions.When a small business cuts back
advertising, it is like tossing kerosene on a fire (in this case, faltering
sales)