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Seeds For Thought
Putting Your Best Side Forward
Many small businesspeople make a living but not much more. Why? Again, your observation and research should lead you to the answer. What you may find is that many small businesspeople will start a business, build that business to a certain level and then stop. They simply stop. They reach a certain market share and they are satisfied. They fall into a routine.As you observe small businesses in your community, you might see this staleness. You might see the coffee shop that hasn't been redecorated in years. You might notice the service station with the flowerbeds, which for years have only seen tall grass and weeds. You might see the sign shop whose own sign is its own worst advertising. You might see the house painter with paint-splattered clothes driving a paint-splattered van. You might see a beauty shop with dusty plastic flowers because fresh flowers are too expensive and too much trouble to tend. Overall, you might see a pride that once was, now gone. Years ago, these small businesspeople may have been the dynamic entrepreneurs of their day. Now, their days of business adventurism are long past. Their businesses are now simply their jobs. They have allowed their jobs to become work. The fun and excitement and challenge and freshness are long gone. If you take the quiet time each day to think about your business, to pray to your guardian angels and patron saints, this should never happen to you. If you run your business from a customer service perspective, this should never happen to you. Your conscience, your commitment to high standards and your customers won't let it happen. Your dynamic attitude toward your business will be constantly renewed. The result will be that your business will continue to grow. You will continue to make more money. You will just be a lot happier. 
One storeowner is told that there is a Big Brass Band for rent for promotional events. The over-the-hill's store owner's first reaction is a string of excuses, "What? Are you crazy? All that noise? Where will people park? No way." Another storeowner is told that there is a Big Brass Band for rent. She says, "Wow, that sounds great. How can I get in on the action? Maybe, the drum major can hold up one of my signs as they march. I'll have to email a press release to alert the newspapers and radio and television stations that I'm supporting this promotion." To keep your entrepreneurial spirit rejuvenating:
Here are two examples of promotion. One idea works and the other doesn't. Many small businesses will take a stab at self-promotion by selling T-shirts that are silk-screened with a cute advertising slogan. Sounds like a good idea. And, it would be a good idea if lots of people wore those shirts around town. Who is the better promoter, Sally or Peggy? Sally's Gift Shop Sally owns a small gift shop. She gets a good idea to have very nice T-shirts printed with cute sayings and the company's name. She buys 100 T-shirts for $6 each. She puts them on display in her shop for $9 each. They collect dust. Sally doesn't understand why people aren't willing to pay her to advertise her business. After all, if the Hard Rock Cafe can do it, if Nike can do it, if Disney can do it, why can't she? 
P & D Painting CompanyPeggy is also running a cross-promotion with her friend Sue who owns a local ice cream shop. Sue's cost for a small ice cream cone is $0.40. However, she is willing to sell Peggy 100 coupons for small cones for $25.00. Sue is assured of 100 customers who will probably bring other full-priced business with them. Peggy has 100 "Free" ice cream coupons to give to people wearing her shirt. Peggy also organizes a 10K race in conjunction with the local YMCA. The YMCA helps promote the race. Peggy gives a free T-shirt to each entrant. That's 50 shirts. She offers a $100 savings bond to the winner and trophies to the next two finishers wearing her shirt. Of course, the local media covers the event. What is this advertising worth? Peggy and Don are able to charge a premium price for their services because they do an excellent customer-oriented job, and they have plenty of calls for their services because of their promotional efforts. They also do a very good job and follow-up and ask for more business. Other Promotional IdeasUnlock your promotional genius. Louie promotes his bookshop by giving away free bookmarks at the library. At Mary's Sandwich Shop, she has named the sandwiches after famous people in the town. Carl gives a free self-defense course to women at his karate studio. Bob's Bait and Tackle runs an annual fishing tournament with many prizes. Attorney Sarah Fleisher often represents defendants in high profile cases for reduced fees. Mary's Flower Boutique has a beautiful bouquet of flowers in the lobby of the hospital. Joe's Muffler Shop gives free book covers to the local elementary schools. Arlene's Dance Studio puts on free recitals at area nursing homes. George's Tree Service donated two new trees for the town common. Each promotion carries the potential for free media coverage. Don't miss the opportunity. When you give things away, sometimes-wonderful things come back. You care about your customers and they care back. Again, we see the universal law of reciprocity at work. Andrew Martin, Investor
Following this tirade, Mr. Taylor called Andy into his office. Mr. Taylor patiently started. "Andy, let's cut out the self pity. You've had two very successful years. OK, you've hit a bad time but come on, how bad is it? This type of thing is always going to happen in our business. You've got to take the time right now to re-evaluate. The way you're acting now, if you continue on like this, you'll have destroyed everything you worked so hard to build. Your performance two nights ago was a disgrace both to yourself and the company. I've had calls from several people already, Davis included." Andy waved off the mention of Davis' name, "Mr. Taylor, don't take his side. Don't mention Davis to me, that..." Mr. Taylor said firmly, "Andy, this is just the kind of self-destructive attitude I'm talking about. Newton isn't New York City. Everybody knows everybody here, for good or for bad. Word travels fast. When you were good, the good news traveled fast. When you act like a spoiled fool that gets around even faster. Do you understand me, Andy?" "Yes, Sir." Mr. Taylor continued, "The 100 Washington Street deal is done. Over. Whatever you think of Davis, Davis is in the right. He knows that. I know that. You know that. It's done. Forget it. We're not suing anyone. Make up your mind right now to concentrate on the future. Are you here for the quick buck or for a long successful career? You tell me. You're a good Catholic businessman so start acting like one. Please, calm down and say a prayer to Saint Joseph, our patron saint." 
Mr. Taylor held up his hand, "Don't tell me you're sorry, Andy, tell him. I don't want you to be sorry. I want you to be smarter because of this experience." 
Was Andy finally learning humility? "Yes, Sir, I know that. I should have concentrated on staying on top of my own deals."Mr. Taylor couldn't argue, "Yes, you should have. You're trying to work on too many deals at once and as a consequence your follow through is getting shoddy. Right now, you must stop blaming other people for your problems and start accepting responsibility." Andy slumped into a chair admitting defeat and getting wiser at the same time. "Again, you're right, Mr. Taylor." Mr. Taylor continued. "Andy, action speaks louder than words. You've got a bright future in this business but not if you don't learn your lessons. You will be tested again and again. If you're strong and can take a few hard shots, you've got a good chance to make it wherever you want to go in the business world. If you buckle to your knees, whimpering every time you're hit, you won't last. From your performances the last few months, don't think there aren't more than a few people anxious to see "Hot Shot Andy" knocked to the canvas. What are you made of, son? Right now, I'm not sure that I know. I'm not sure, right now, that you know. Think about it. You're at a crossroads in your life and you've got to make a move. It's going to be one way or the other." Andy seemed genuinely remorseful. "I'll think about it, Sir. Thank you." Mr. Taylor was ready to build Andy back up, "Andy, in a short period of time, you've done a lot for this company. You've helped me. You've helped Don. Everybody. We all have new energy. We all want to see you back on track. Now, let's do it." Don Nardo was an interesting man. Andy hadn't quite figured him out. Don would hardly say a word to anyone in the office but became Mr. Personality when dealing with one of his clients. To Andy, Don seemed depressed a lot. He was still the best income property agent in Newton but Andy had felt that fact really had as much to do with the complacency of all the other agents in Newton as it did to any special skill of Don's. Don was able to make a good living just by virtue of having been in the business so long and providing a reasonable amount of service to his clients. At first, Andy figured Don was a wilting flower in a field of weeds. Andy was wrong. Andy began concentrating more on his pending deals and less on trying to promise everything to everybody and juggling and fumbling everything. He made his peace with Davis over the 100 Washington Street deal. Davis told him not to worry and that it was all business. The third secretary seemed to have adjusted well and seemed happy with the job. The FISP problems had smoothed out. Don and Andy were talking more about the real estate business. Andy was finally smart enough to start learning from Don. Andy was also back to reading. Don didn't seem to read that much but Don had twenty-five years of experience to back him up. Andy didn't have twenty-five years of experience. He had to read. Andy started to spend a few more nights home reading and studying and a few less nights at the hotel lounge drinking and impressing. 
Go to Lesson Twenty Six20 | 21 | 22 | 23 | 24 | 25 | 26 | 27 | 28 | 29 | 30 Index
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