Many years ago I was given the book “Heart of a Leader.” It’s a very small book, the kind of thing you can read quickly. I have used that book for the past 17 years, and as small as it is, I learn something every time I open it. It’s a very good book for business owners and I wanted to share some things I’ve learned from the book. Each of the following quotes was taken from it.
In a recent survey of small businesses by Belly, 70% of the revenue of the small business respondents came from loyal customers, not new ones. Even if you sell something people only need once (caskets, perhaps?), there’s still the power of referral that you can capitalize on. So how do you make customers return or how do you encourage them to refer others to you?
One of the most popular ways to do this is a formalized program. According to ...Continue Reading → Share
When people participate in something, they feel a sense of ownership and responsibility to see it succeed. That’s one of the reasons why it’s a good strategy to involve customers, and potential customers, in crowdsourcing parts of your business.
Ever notice all the food manufacturing companies that run contests to help them pick the next flavor? That’s crowdsourcing. What about magazines that run “Cutest Baby” contests through social media voting? Crowdsourcing. Crowdsourcing gets people excited about outcomes and they’re more willing ...Continue Reading → Share
Small business owners often resolve to work more hours for the freedom of choosing their own boss. But any way you look at it, we all have only 24 hours in our day, so working longer has its limits. Still most business owners wouldn’t trade the stress and long hours for anything in the world. Discovering the keys to working smarter will give you more time to enjoy other pursuits.
It’s not just about wrestling some free time out of the ...Continue Reading → Share
Marketing is dead.
At least traditional marketing is.
People don’t want to be cajoled, tricked, or begged into buying from you. 81% of buyers research the options before talking to a salesperson. When you pounce on them with unsolicited emails and phone calls, it turns them off much the same way an overly persistent courter might. To win loyal business and improve your word-of-mouth marketing, you don’t need to be Don Juan. People aren’t looking for suave, but fake approaches. Attracting ...Continue Reading → Share
Photo credit via Graphic Stock
Every living thing needs something in order to continue its existence – for humans, that’s food and shelter. Even if you are in the business of providing one of those very basic needs, a person doesn’t need your product. They need a form of what you offer. Could be yours; could be the other guys. You shouldn’t care what they need anyway. Humans aren’t driven by needs. They’re driven by wants.
A basic premise of economics begins ...Continue Reading → Share
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Video content has exploded as a marketing tool and if you’re on the sidelines wondering why, it may help to know that according to eMarketer, daily time dedicated to digital video watching (for adults) has increased exponentially over the past 5 years. From a measly 6 minutes a day in 2010, to 55 minutes in 2014, we’re certainly getting our time in front of the screen.
But it’s not just the amount of time spent ...Continue Reading → Share
The story is told of Albert Einstein who was once traveling from Princeton on a train when the conductor came down the aisle, punching the tickets of every passenger. When he came to Einstein, Einstein reached in his vest pocket. He couldn’t find his ticket, so he reached in his trouser pockets.
It wasn’t there, so he looked in his briefcase but couldn’t find it. Then he looked in the seat beside him. He still couldn’t find it.
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Image via GraphicStock
Good customer service is not answering questions you should know the answer to. It’s also not finding out the answer if you don’t know it. Good customer service isn’t meeting someone with a hello and a smile when they walk into your store and good customer service is not giving them what they came in for, or handing over a correct order.
These things are all basics. The average customer expects you to do these things. You should know ...Continue Reading → Share