Tag Archives: business

How to get people excited about what excites you…

People get excited about what excites you.  When a keynote speaker is jacked up about a topic, it’s hard not to be jacked up as well. If your pastor is passionate about a Sunday teaching, you’re more likely to remember it and absorb that teaching.

Passion

As a marketer, small business owner, or salesperson, remember that people will listen when you’re passionate about whatever it is you do. Someone once told me, “you can’t sell it if you don’t love it.” If you truly love your product, business, website, blog, whatever, then people will be infected by your passion.

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Pinch vs. Punch

The difference between a pinch and a punch is as simple as preparedness. Being prepared for obstacles and setbacks means that your business will feel a pinch, rather than a punch.

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Do you have a client(s) that makes up more than 25% of your revenue? If so, losing one would be a gut punch to your bottom line. If each client took up no more than 15%, that punch would be a pinch. Uncomfortable, but not impossible to overcome.

In the personal finances realm, this is called rainy day funds or emergency fund. In the business realm, it’s called being smart.

Action Steps:

  • Know your business and where you make your money.

  • You’ve heard the saying “hope for the best, plan for the worst.” I prefer to plan for the best, be ready for the worst.

  • Make a plan to avoid being – or move away from being – beholden to single or limited sources of revenue (clients). A golden goose is great, for a season, but being ready for the day the goose flies, is greater.

  • Be flexible and nimble.

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You can’t win them all

You won’t close every deal. You won’t convert every visitor to your website. Not every person that passes your trade show booth will love your product. And that’s ok.

I’ve said this before – and it’s an idea I’ve been borrowing for some time – that every “no” gets you that much closer to a “yes.” What does that mean? It means that if your success rate is 4 out of every 10, or 40%, you’ll need at least 6 people to tell you “no” before 4 people can say “yes.”

This should encourage you. Don’t worry about every lost deal. Do what you can to learn from that interaction – was your price too high or too low, were you too aggressive or not aggressive enough, etc. and then get ready for the next potential customer.

You can’t and won’t win them all. Stay focused on the success rate, and always try to leave everyone in better shape than you found them.

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The Best Business and Marketing Tips Ever

So, maybe not the best business and marketing tips ever. But certainly very good tips. And most likely the best tips you are reading right this very moment.

1. Have a pretty URL (web address)

I know that it is becoming harder and harder to buy the perfect URL (MyExactBusinessName.com), but that shouldn’t keep you from getting close (MyExactBusinessName+City.com). I’m also a believer in avoiding the .net and .biz whenever possible. Consumers expect to see .com. They expect to see your business name in the URL.

Bonus tip: spell out your business name. No abbreviations. Potential customers don’t know how you’ve chosen to abbreviate your business name.

2. Get a professional email

If you have purchased your URL, you can get a professional looking email for very little cost. Google Apps for Work costs less than $5/month for a professional email.

What do I mean by this? I mean yourname@MyExactBusinessName.com. Having @gmail, @outlook, @yahoo, @aol, or @hotmail as your business email is not very professional.

3. Keep track of all your passwords

There are software programs that will help you generate random passwords. These programs also save and organize your passwords. One such program, 1Password, lets you generate random passwords for all your accounts while only needing to remember one password.

At a minimum, you could keep a spreadsheet of all your business accounts and passwords. I do that, however, I have the Excel spreadsheet encrypted with a  password.

4. Not good at marketing? Outsource.

Not everyone that runs a small business is a marketing guru. In fact, very few are. That’s ok. As I always say, there are people great at baking cupcakes, but terrible at selling them. You don’t have to wear every hat and do everything for your business.

Outsourcing your marketing doesn’t have to be expensive, nor does it have to be outsourced overseas. You might know of outsourcing marketing in terms of advertising agencies, PR firms, marketing agencies, design agencies, etc.

Finding a firm (shameless plug: like Tinderbox Consulting) to handle your marketing, can make life just a little easier. And hopefully, drive some more sales too.

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Why Do Organizations Move So Slowly?

Organizations move slowly because they choose to move slowly.

In most cases, moving slowly is a bad thing. Slow moving organizations are rarely proactive, and when they’re reactive, it’s typically too little too late. Additionally, they are usually unable to make adaptations or course corrections in a manner that allows for meaningful change or full implementation.

Maybe it’s the leadership that sets the example of moving slowly. Maybe it’s a long standing culture of moving slowly. Whatever the reason, it’s a choice.

What I mean by an organization “moving” is an organization’s ability to change, adapt, innovate or correct mistakes. I wrote a blog “Two Essential Components to Running a Business” and talked about being nimble and flexible:

“Nimbleness means your business is able to quickly and effectively make decisions that affect the bottom line. An employee needs to be hired (or fired); a piece of equipment needs to be ordered; a system or process needs to be changed.

Flexibility means you’re able to carry out those decisions, because making decisions and carrying them out are two different things.”

Organizations and businesses can move quickly if they want. But that’s the problem, many have made a choice to move slowly.

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I am My Worst Customer

I often joke that marketers – especially those who are also small business owners – are our own worst customers.

During the course of any given week, I give my clients all kinds of marketing and sales advice:
– Post daily on social channels. Post content that is valuable to your followers, not you.
– Have a marketing plan.
– Set sales goals.
– Be consistent.
– The list goes on…

Funny thing is, I am terrible at taking my own advice. In fact, I am my own worst customer.

I like to tell myself that I’m too busy to do certain things, like blog regularly, but the truth might be something scarier. Maybe I’m afraid. Afraid that my advice won’t work when applied to my own business. Afraid it will work and I won’t know what to do when it’s time to expand Tinderbox Consulting.

Those things you aren’t doing in your business, are you not doing them because you’re afraid? If it’s because you’re too busy, that’s a good thing. Find someone to do the things you’re too busy to do. Even if it means you hire an employee, or contract with someone like me. Just don’t sacrifice best practices on account of being cheap, lazy, or afraid.

 

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Two Essential Components to Running a Business

Simply put, the two essential components to running a (small) business are:

1. Nimbleness

Merriam-Webster: able to move quickly, easily, and lightly : able to learn and understand things quickly and easily.

2. Flexibility
Merriam-Webster: easily changed : able to change or to do different things : willing to change or to try different things.

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Expiration Dates

Everything has an expiration date, well except maybe true love and Jesus. Your job is to be prepared for the time when your marketing and/or sales efforts expire.

Whether it’s Facebook or LinkedIn, certain tools you use to help grow your business will no longer be effective. However, instead of holding on to those tools like their precious resources, you should have a succession plan in place.

What does a succession plan look like? It’s really just a marketing plan. Understanding your company, your target, and your why, will give you the foundation you need to be successful marketing on whichever platform makes sense for your business.

Having this solid marketing foundation will help your business adapt to any changes in the marketing sphere. The key is to always be paying attention to where your target spends their time. So, understanding your target becomes invaluable. Once you truly understand your target demographic, you can easily move channels with them.

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Unintentional wisdom from NFL wide receiver Terrell Owens

During an interview on ESPN Radio, NFL wide receiver Terrell Owens was asked about his creative touchdown celebrations, and how he was able to keep developing original ideas. Owens said, “I was just trying to come up with something just a little more creative than the next celebration.” * 

Let that unintentional wisdom sink in for a moment. More creative than the next celebration. He wasn’t worried about being more creative than the last celebration, he was trying to outdo a celebration that hadn’t even happened yet.

Thinking this way in business and marketing means you’re always trying to outdo what hasn’t been done yet. Which could put you in the strategic position to constantly be out-inventing and out-thinking not just your own capabilities, but your competitors. Don’t worry about out-thinking your own abilities, by the way, having a product or idea without the means to create it isn’t a bad thing. That’s an indication it’s time to grow!

* You can find the audio right around the 44 minute mark.

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The Top Three Mistakes I See Small Business Owners Make

I wrote up these three ideas in response to a HARO query looking to compile a list of mistakes small business owners make. If you don’t know what HARO is, you should most definitely check it out.

Anyway, the three mistakes I submitted are as follows…

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