You are NOT

“going into” 2012!

You are making it happen!

You’re an entrepreneur!

Startup Fever

Welcome to the world’s first SMALL BIZ Alphabet Series of blog posts!

Welcome to the world’s first SMALL BIZ Alphabet Series of blog posts!

Welcome to the world’s first

BIZ ALPHABET SERIES of blog posts — 

“D”…DELEGATION

 Does it make a big difference if I tell you 

to do something . . . or ask you to do it?

~ ~ ~ ~ ~ ~ ~

Telling you what to do might work out fine in the military, or aboard a plane or boat, or operating heavy equipment . . . or if you’re a prisoner, a horse, or a Cocker Spaniel.

But, in business, unless you –the owner or manager– need to prompt cooperation with others to get a job done, the results you’ll trigger by giving directives cannot compare with the response you’ll get from making a request, which can be astonishing. And when was the last time you got great results from giving orders?

US President and General Dwight David Eisenhower taught his senior officers how to exercise leadership by pushing a tangle of string across a tabletop vs. taking one end and pulling it, which of course ended with the string in a straight line moving in a single direction, instead of a jumble going nowhere.

Yes, sincerity, genuineness, eye contact, backpats, your posture, tone of voice, and and smiles often make the difference. So does the reputation you carry for having integrity and authenticity — perhaps the two most important qualities an entrepreneur can have on the road to success.

And, interestingly, integrity and authenticity are ever too late to cultivate.

Well, okay, you know all that, but how far must you go with the “please” and “thank you” routine? Truth? You’ll never go far enough, and if it’s actually become “routine,” go back to your cave.

Here are a few treasured learnings I can share:

• Even when we think we know, little do we ever really know about what life circumstances will bring, and where we’ll end up with our businesses in the years ahead.

• I have seen discounted, dismissed, dissed and insulted employees turn up years later being the bosses of those who once humiliated and looked down on them.

• I have seen long-term top customers walk away from businesses in an instant after learning about relatives (a son, in one case) who worked for the provider business, unbeknownst to the boss, who were routinely berated, chastised, scolded, yelled at and wrongly blamed for screw-ups.

• I have personally watched businesses run by owners who were rude, constantly preoccupied, always angry, and routinely barking out orders . . . go down and under.

Do you –like the carpenter and heart surgeon– make a practice of measuring twice and cutting once? Do you think twice before speaking once?

Remember

you can delegate authority,

but you cannot delegate

responsibility.

Responsibility is yours alone.

When you ask peopleto get things done, asking nicely is not manipulation, it’s respect. Use words that inspire and that demonstrate your passion for your business: opportunity, challenge, reward, investment, courage, pride, workmanship, spirit, spunk, gumption (add your own) . . . the right words make your passion contagious.

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Hal@Businessworks.US    302.933.0911

Open  Minds  Open  Doors

Many thanks for your visit and God Bless You.

 Make today a GREAT day for someone!

Welcome to the world’s first

BIZ ALPHABET SERIES of blog posts

“C”…

CUSTOMERS/CONSUMERS

CUSTOMERS and CONSUMERS. These are sometimes, but not always, one in the same.

You buy a can of beans; you cook and eat the beans; you are both the customer and the consumer. But, If I am 6-years-old and badger you to buy me Chocolate Tsunami Cookies because “They Make Waves When Dunked in Milk,” and you buy them and I eat them — then you are the customer and I am the consumer.

In that situation, we are very different people indeed, but the bottom line to the Chocolate Tsunami Cookie Company marketing people is that I, the consumer, have influenced your customer purchase.

The monster corporations out there have monster R&D departments bursting at the seams with monster (3, 6, 9, and 12-month long)  research projects, and are busily preparing monster evaluations, assessments, analyses, executive summaries, and follow-up surveys and studies to support the research findings.

Many of these undertakings are aimed at identifying (in the case of the Chocolate Tsunami brand) which 6-year-olds in which towns are watching which TV shows, and who are most likely to influence their parents (or the most lenient or susceptable parent) to purchase the cookie brand on the next shopping trip.

Oh, and do they have the parent’s email address?

Small business owners know better

than to waste such time and expense.

They make the cookies, sell the cookies, gather feedback from some kids and parents, adjust the manufacturing (or pricing, packaging, promotion) and sell them again. All the while the monsters have no product. They are still doing statistical analysis of adolescent sugar intake.

But too often small business owners direct their marketing messages to the buying customers when actual purchase decisions are being made by the ultimate consumers and/or other influencers. [Women, for example, purchase more wine, but men are almost always the ones who specify what type and brand to buy.]

Small business owners often overlook that different messages need to be directed to different market targets. Parents buying cookies that they are pleaded with to get by their children may require a bit more rationality attached to the emotional appeal that’s focused on persuading the children.

“Making Waves When Dunked in Milk” may be a cute line for something named Chocolate Tsunami Cookies. It could probably attract attention and create interest for any age.

While a child may, however, simply buy into the slogan– Mom or Dad need to know that the chocolate and flour used are organic, or that every purchase comes with free quart of milk or roll of paper towels . . . or that they will be the talk of the neighborhood because their kids are the only ones who can’t “make waves.” 

The bottom line is that by focusing marketing efforts on customers alone risks losing potential business that’s generated by ultimate consumers.

Using the same message in the same ways doesn’t do it. 

KEEP your branding theme and slogan, but address different interests with different language in different media whenever your customers and consumers are different in age or attitude or responsibility or capability.

A handicapped senior may have primary concerns about the safety and ease of use for a stair-lift, while the family making the arrangements may be more focused on price, insurance coverage, and service warranty. The best way to cover all your bases is to ask customers and consumers questions, and keep asking. And Listening!

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Hal@Businessworks.US     302.933.0116

Open  Minds  Open  Doors

Many thanks for your visit and God Bless You.

 Make today a GREAT day for someone

 A LIVE CASE

OF LOST SALES

A major global service provider recently sent me a direct mail piece offering a $50 gift card for a retailer I frequent if I sign up for their online demo. Hey, this is a win-win-win, I said to myself. I like the service provider company and imagine doing business with them on behalf of some of my clients. I’m interested in their updated information.

The mailing piece suggested I reply by mail OR by phone or email. I called. The rep at first acted skeptical that I was a legitimate prospect (I don’t think I sounded like a freeloader!), but I convinced him otherwise and he proceeded to put my contact info in for the gift card and schedule a demo for me.

A few days later, I sat in on the demo and Q&A,

Three weeks passed, and a follow-up call from the rep prompted me to ask if, btw, there was some problem or delay with getting the gift card. He said he “had no control of the gift card delivery once the contact data was entered, but it shouldn’t be longer than 30 days fulfillment period.”

Another month later, after an additional follow-up phone message and two follow-up emails — and no gift card!–  I politely asked once more by email reply, underscoring my legitimate interest in doing business, about the $50 card. His response was that those cards were only for people who sat in on the demo, and did I still have the mailing piece.

As luck would have it, I did have the mailing piece in a file folder (along with 12 pages of the company’s service descriptions that I downloaded to share with clients) and emailed him with the mailing piece code number and the exact date of the demo, which I had jotted on the file. I politely asked again for the gift card.

I added the comment that “given the circumstances of not delivering on a promo promise– I am not feeling very confident in your company’s services.”

His response: “I did put in the request. I apologize for it taking longer than expected. But what does a promo gift card have to do with using our services? Don’t let a gift card get in the way of what we can offer your clients. (boldfacing mine)”

 Ah, but it   

DOES get in the way.

In fact, on the “Don’t” list —

Don’t Promise What You Can’t Deliver!

[Keep in mind that I never questioned legitimacy, or entertained any doubt about this company prior to this failure to honor a promotional deal — and the attitude that accompanied it.] 

The experience made me wonder how many others were deceived. I wonder if the company provides all the services it claims to provide. I wonder if the company thinks so little about $50, what its attitude would be about an invoice discrepancy with one of my clients (or whether they would pad their bill).

The experience made me wonder how true their performance is and whether any of their performance documentation is fudged (there would be very little way to know without hiring a detective). The services they deliver are not always tangible or identifiable. Neither do they always produce accountable results.

Does it strike you as odd that a business (with sales far beyond a hundred million dollars) whose performance is entrenched in trustworthiness, and in the interest of protecting their brand integrity, would balk at making good as promised on a $50 gift card promotional incentive? 

Do you see shreds of bad customer service here?

Or is it just me? 

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Hal@Businessworks.US    302.933.0116

Open  Minds  Open  Doors

Many thanks for your visit and God Bless You.

 Make today a GREAT day for someone!

Every entrepreneur falls

and needs to get back up.

 There’s no doubt about it . . .

If you haven’t failed at business,

you’ll never be successful.

Implicit in that bit of wisdom is that you must make a strong recovery after being knocked down. And that takes guts and gumption.

Though some upstarts and some do-nothings may get themselves fired and need to find new jobs, corporate employees know little of this “Comback Trail” pursuit, or what it takes. Government employees? Their heads fall off when they try to even think about reinventing themselves.

But entrepreneurs? That’s what small business is all about. It’s a calling. It’s the excitement and challenge of being successful –making a success of your idea– against the odds! In other words, for an entrepreneur, reinventing yourself and your idea and your business –the action– is a way of life.

Unfortunately, some corporate muckity-mucks and top-ranking government officials who see themselves as voter-mandated, or hand-picked by those who consider themselves voter-mandated are often in the way.

They block entrepreneurial efforts to get back into the free market competition fray by throwing up roadblocks to economic progress under the guise of social reform. I mean hey, remember we’re talking about the same political types who think they need only to change their appearances and messages to make comebacks.

Small business owners know better. They recognize that it takes more than a haircut and flamboyant (or –as long as we’re onto “flam”–  inflammatory) oratory. Business comebacks demand changes that are grounded in substance. Putting a blue spotlight on the outfit doesn’t make it a blue suit. Talk does not cook rice. 

It is more important, say some misguided politicians, to make the whole world wonderful for every living soul no matter how much that state of bliss is earned or not earned, than to encourage small business growth and job creation.

The problem is

that the economy is the problem,

and 

only small business job creation

can solve that problem,

and there’s not enough TRUST

in government to convince

small businesses to create jobs!

And, yes, that problem has to be solved before we can address other world needs from a position of strength.

The bottom line is that there’s nothing wrong with reinventing yourself and/or your business in order to get back up off the floor and revitalize a staggering or TKO’d business venture. The world’s most successful entrepreneurs have all done that repeatedly.

What IS wrong is to make a half-hearted effort at it, or an intentionally deceptive or manipulative one. You’ll never “dance with the stars” or get back up on your feet if you’re wearing cement shoes (an old Mafia saying). To put yourself on the comeback trail, focus your energy on the here-and-now present moment, not the finish line.

A map is useful, but always be prepared for detours. And never give up your ideas, your pursuits of them, or your sense of integrity. The trail you seek is just around the corner. It will all work if you will. 

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Hal@Businessworks.US   302.933.0116

Open Minds Open Doors

Many thanks for your visit and God Bless You.

 Make today a GREAT day for someone!