Small Biz Forward Small Biz Forward Small Biz Forward Small Biz Forward Small Biz Forward Exploring the Entrepreneurial World of Today Exploring the Entrepreneurial World of Today Exploring the Entrepreneurial World of Today Exploring the Entrepreneurial World of Today DON DON DON DON ’ T WAIT T WAIT T WAIT T WAIT ‘ TIL TIL TIL TIL PIGS FLY TO PIGS FLY TO PIGS FLY TO PIGS FLY TO GROW YOUR GROW YOUR GROW YOUR GROW YOUR BUSINESS! BUSINESS! BUSINESS! BUSINESS! THE PLACE WHERE BUSI THE PLACE WHERE BUSI THE PLACE WHERE BUSI THE PLACE WHERE BUSINESSES COME TO NESSES COME TO NESSES COME TO NESSES COME TO CONNECT, COLLABORATE CONNECT, COLLABORATE CONNECT, COLLABORATE CONNECT, COLLABORATE AND SUCCEED AND SUCCEED AND SUCCEED AND SUCCEED Vol. 20. N0. 7 August Issue
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Small Biz Forward
Small Biz ForwardSmall Biz ForwardSmall Biz ForwardSmall Biz Forward Exploring the Entrepreneurial World of TodayExploring the Entrepreneurial World of TodayExploring the Entrepreneurial World of TodayExploring the Entrepreneurial World of Today
DONDONDONDON’’’’T WAIT T WAIT T WAIT T WAIT ‘‘‘‘TIL TIL TIL TIL PIGS FLY TO PIGS FLY TO PIGS FLY TO PIGS FLY TO GROW YOUR GROW YOUR GROW YOUR GROW YOUR BUSINESS!BUSINESS!BUSINESS!BUSINESS!
THE PLACE WHERE BUSITHE PLACE WHERE BUSITHE PLACE WHERE BUSITHE PLACE WHERE BUSINESSES COME TO NESSES COME TO NESSES COME TO NESSES COME TO
CONNECT, COLLABORATECONNECT, COLLABORATECONNECT, COLLABORATECONNECT, COLLABORATE AND SUCCEEDAND SUCCEEDAND SUCCEEDAND SUCCEED
Vol. 20. N0. 7 August Issue
2 Small Biz Forward
From the Home OfficeFrom the Home OfficeFrom the Home OfficeFrom the Home Office
————————————————————————————
Summer is moving quickly ahead, with
only a month left until Labor Day when the
business world’s traditional Fall starts anew.
Have you been taking time out to relax and
renew this summer? Good. But I hope you’ve
also been thinking about what you want to see
happen with your business come this fall. Do
you have goals? What about your vision? Are
you ready to make those sales and get shifted
into high gear? You need to be thinking about
those things now, as they are right around the
corner, and if you want this to be the best year
ever so far, those are things you need to think
about! Good luck.
Nancy Becher, Chief Everything Officer
Business Success Unlimited Business Success Unlimited Business Success Unlimited Business Success Unlimited and
Celebrate Business Publishing.Celebrate Business Publishing.Celebrate Business Publishing.Celebrate Business Publishing.
August 2013
Celebrating the success of
entrepreneurs everywhere.
Editor:
Nancy Becher
Advertising and feature inquiries send to:Advertising and feature inquiries send to:Advertising and feature inquiries send to:Advertising and feature inquiries send to:
www.facebook.com/thebigideatoolkit, and h@p://www.facebook.com/
delightability
5 Small Biz Forward
Networking Etiquette You can make more friends in two months by becoming interested in other people than you can in two years
by trying to get other people interested in you. - Dale Carnegie
Nancy Becher, Chief Everything Officer, Business Success Unlimited
“Don’t wait ‘til pigs fly to grow your business.
Hi, I’m Nancy Becher and I help you better
understand your strengths and weaknesses as a
business owner, so that you can move successfully
ahead with your company, getting you safely to the
next level.”
That’s my new elevator speech; something I say
when I’m asked what I do. The elevator speech in
and of itself is something that needs attention.
However, this article is about networking in general.
Networking often occurs at events where a group
of people walk around a room, shake hands, share
business cards, and generally feel nervous or even
scared because they’re meeting people they don’t
know, and have no idea what they do.
I’ve been doing this for over 30 years and you’d
think I’d have it down, wouldn’t you. But I’ll let you
in on a little secret – I don’t. I still would rather stand
in the corner, drinking my glass of ice tea and
watching everyone else laughing and mingling. I
6 Small Biz Forward
don’t meet strangers well. However, if I want to
start making relationships with others who I might
be able to help, or who might help me, I’ve got to
get out there and mingle too.
There’s a couple of things I need to remember
when I’m doing this (and I suggest that this is
something you need to think about as well).
Networking is really NOT about selling. It’s not all
about WhatWhatWhatWhat’’’’s In It For Mes In It For Mes In It For Mes In It For Me. It’s more about building
relationships with others in a way that is beneficial
for everyone involved. The old saying we all know
so well…”People buy from those they know, like
and trust” is really true.
For example, I’m going through this right now.
My parents are elderly and may need some help in
the future. Things like cooking, cleaning, doctor
visits and more if I’m not around to do these things.
I have been talking with a variety of people recently
who run senior care companies, trying to find
someone that I trust with my parents. They have to
be kind, knowledgeable, efficient, cost effective and
SAFE. I’m not going to know this by looking at an
ad, or checking on Angie’s List. I need to “KNOW”
them and “LIKE” them, before I can TRUST them
with my parents.
The only way that is going to happen is if I sit
down and talk with them. Listen to what they have
to say — perhaps visit their facilities. In other
words, start a relationship with them. They’re not
going to get me to be their client just like that. It
will take time. They need to understand that and be
patient. I know we all are looking for income and
business, but for most people any exchange of
money takes time, certainly none more so than in a
serious transaction.
All too often I have seen people at networking
events that pass from person to person, stuffing a
business card in the other’s face as they walk on to
the next. They are only interested in getting as many
business cards out there as possible, hoping that this
shotgun approach will work for them. After all,
someone’s got to need them, right? The next time
you see someone doing this at an event, watch what
happens to the business card after the person leaves.
I’ll bet it goes in the trash. Not a good impression to
make or money spent is it?
Instead, I suggest you go up to someone you
don’t know, say Hi! I’m XXX. What do you do?
And let that person tell you about him or herself.
Ask questions, and show you’re interested. Look
them in the eyes – not around the room for the next
“victim”. Be genuinely a part of the conversation.
Think about who you might know that could use
their service or product. Perhaps share an idea with
them. And then, when it’s your turn, let them offer
ideas to you. Don’t be in a hurry to move on. I
sometimes take 10 minutes or so with an individual.
At the end of our conversation, I will often tell them
that I’m going to think about who they need as
clients, go through my Rolodex and see if I can’t
provide them with a name or two. And then, of
course, I do what I said I would. I will look through
my contacts, see if there’s anyone I think might be a
good fit. I then call or email that person asking them
if it’s okay to put them together with the new
contact. If they say yes, I then facilitate a “meeting”
between the two so that another NEW relationship
can get started. It’s really exciting when I see this
process working and people starting to connect,
Collaborate and SUCCEED.
What do you think?
7 Small Biz Forward
by Gail M. Turluck, Connective Marketingby Gail M. Turluck, Connective Marketingby Gail M. Turluck, Connective Marketingby Gail M. Turluck, Connective Marketing
While summer is barely over a month old, the
calendar is about to flip to August which should
trigger the entrepreneur to dust off that business
plan and marketing plan and see where things stand.
Before we know it, year-end will rear its ugly head
and it's critical to make sure your work is in
alignment with the goals and tasks you made high
priority for 2013.
Take an hour this week to update your personal
calendar for all the absolutely must-attend events to
ensure you miss none. Make sure you block out
time—at least 15 minutes a day—to make out your
daily plan and following that plan to keep on track
for your current needs. Some prefer to do this first
thing in the morning, others at the end of the work
day; either is fine but be consistent!
While Michigan schools don't start up until after
Labor Day, in some states school starts in a week or
two. The school calendar changes everything for
families and businesses alike. Make sure you are
prepared for a little less flexibility in business
meeting scheduling as customers and associates
adjust to the new schedule. Maybe make the "First
Day of School" a special day with a celebratory
lunch or office decorations. Connect your business
to the education process in this way and those you
work with and for will remember you for the
support.
Review your plans for the coming holiday
season. Make sure you have an event planned to
bring a personal touch to your clients, prospects and
associates to build a powerful bond. The event can
be something as simple as a thank you breakfast
buffet at your office or a cocktail party at your
home. It needs to reflect you: who you are and
what makes you tick outside of work, too. Keep it
simple; a couple hours long, and make sure you
8 Small Biz Forward
shake the hand of every guest. This personal touch
and thank you will cement your relationship for the
long term. Consider having it in mid-November
before the real craziness sets in.
Year-end should be embraced as a period during
which we may make great achievement and lock in the
year's success. With consistent planning and re-
checking, you'll find when the Ball Drops that 2013
was a great year.
Gail M. Turluck is the President of Connec"ve Marke"ng of Richland, Michigan.
Connec"ve Marke"ng offers communica"ons services including wri"ng, e-
newsle@ers, newsle@ers, web site content, edi"ng, proofreading, and more. She
can be reached at gail@connec"vemarke"ngllc.com.
ItItItIt’’’’s working for me, Its working for me, Its working for me, Its working for me, It’’’’ll work for you tooll work for you tooll work for you tooll work for you too!
Reprinted with permission from Greg Olson at Delightability, LLC. Visit www.delightability.com/blog for the original post.
Are you an Entrepreneur or one of the other Are you an Entrepreneur or one of the other Are you an Entrepreneur or one of the other Are you an Entrepreneur or one of the other 12 types of 12 types of 12 types of 12 types of ----preneurs?preneurs?preneurs?preneurs?
Entrepreneurship isn’t for everyone but, are you
aware of the other types of ‘preneurs? Perhaps you
fall into one of the other types, or you will at some
point in your life.
EntrepreneurEntrepreneurEntrepreneurEntrepreneur ---- this is the traditional risk taker
that sees the path they are forging as less risky than
working for somebody else doing something that
isn’t interesting, isn’t rewarding, or may conflict
with their values. They often see what’s next and
can’t imagine not pursuing it.
Solopreneur Solopreneur Solopreneur Solopreneur ---- an entrepreneur acting in isolation
without the support of others in the same
organization.
Multipreneur Multipreneur Multipreneur Multipreneur ---- an entrepreneur that is pursuing
multiple interests simultaneously either because they
have to, in order to make ends meet, or because it is
part of a portfolio strategy to see which plays out the
best. Or, they may simply have the capacity to do
more than one venture.
IntrapreneurIntrapreneurIntrapreneurIntrapreneur ---- an employee acting as an internal
entrepreneur inside the organization that has many of
the risk elements of a classic entrepreneur but, is
insulated from the brutal reality of having to
manufacturer their own paycheck.
WannapreneurWannapreneurWannapreneurWannapreneur ---- this person wants to start
something but doesn’t know what. They are more
constructive that the complainapreneur below but
may lack ideas or a clear path forward.
Ideapreneur Ideapreneur Ideapreneur Ideapreneur ---- this is the person who is stricken
with ideas, suddenly and often but they don’t take
action. They don’t have to jump on “this” idea
because another possible better idea is right around
the corner.
10 Small Biz Forward
Olderpreneur Olderpreneur Olderpreneur Olderpreneur ---- this is an older experienced
person—the age can vary of course—but this person
has decided to take their wealth of experience,
network, skills, and package it up into a credible
“what’s next” story told with the authority and
credibility that may be lacking in a younger
entrepreneur. Often they are motivated by pursuing
an interest, addressing a nagging problem, leaving a
legacy, or designing a venture around a lifestyle.
ComplainapreneurComplainapreneurComplainapreneurComplainapreneur ---- individuals that are stuck in
the grind and don’t have the courage or clarity to
escape. Instead they bemoan their situation, wishing
things would change, and eventually they usually do.
DreamapreneurDreamapreneurDreamapreneurDreamapreneur ---- those individuals that dream of
pursuing a new passion but really never will commit
to action. It is simply more fun and much more safe
to fantasize about it while enjoying the security of a
paycheck, limited working hours, and the familiar.
Adventurepreneur Adventurepreneur Adventurepreneur Adventurepreneur ---- this person works only to
play; these folks might literally have a sign on their
door or online profile, “Gone Fishing” or “Kayaking”
or “Climbing.”
LoyalpreneurLoyalpreneurLoyalpreneurLoyalpreneur ---- these are those dedicated
employees dutifully carrying out the orders of those
they work for in exchange for a paycheck.
Philanthropreneur Philanthropreneur Philanthropreneur Philanthropreneur ---- a generous, thoughtful person
that supports other people’s projects, initiatives, and
ventures often times without concern for any
payback.
LuckypreneurLuckypreneurLuckypreneurLuckypreneur ---- somebody who has a job that
allows them to make a big impact, make a good
living, and also make a difference in the world.
Have another type of ’preneur to add to the list?
Contact me or comment below.
Whether you are on your own or in the walls of a
larger organization surrounded by colleagues, you’ll
need to be mindful of the customer and continuously
improve your organization. A sure path to do this is
to read and follow the recipes in my book: The The The The
Experience Design BLUEPRINT: Recipes for Experience Design BLUEPRINT: Recipes for Experience Design BLUEPRINT: Recipes for Experience Design BLUEPRINT: Recipes for
Happier Customers and Healthier Organizations.Happier Customers and Healthier Organizations.Happier Customers and Healthier Organizations.Happier Customers and Healthier Organizations. Sign
up to be notified of its release.
- See more at: http://
www.delightability.com/2013/06/26/are-you-an-
entrepreneur-or-one-of-the-other-12-types-of-
preneurs/#sthash.Swm9pseB.dpuf
YBNF Tip: Ask a Question
Best way to increase the number of people who are seeing your page in their newsfeed is to get oth-ers to comment on your posts. Why not write your post in the form of a question - a question with an easy answer to get people started. Even "Yes" or "No" questions often get comments. Also, re-member the value of inviting people to visit your page in your post.
For example: Do you have a Facebook Business page? Yes or No? Please comment and let all our YBNF frineds know about your page. Also, please feel free to visit our page, click on the NOTES tab to find more tips to help you with your Facebook Business page at:
www.facebook.com/YourBusinessNeedsFans
11 Small Biz Forward
Looking for a place to hold a meeting?
Check us out at
701 Prairie Street, Sturgis, MI
• Office space at $10 a day or $150/month full time
What Can You Do at BSU?What Can You Do at BSU?What Can You Do at BSU?What Can You Do at BSU?
BANG (Business Abundance Networking Group) BANG (Business Abundance Networking Group) BANG (Business Abundance Networking Group) BANG (Business Abundance Networking Group) –––– meets 8:00 meets 8:00 meets 8:00 meets 8:00 ––––
9:30am every Tuesday9:30am every Tuesday9:30am every Tuesday9:30am every Tuesday
This group is the core of SSBI – new members start here with
weekly meetings in which they get to know other members of
the group, both personally and professionally. Each week, the
focus is on exploring a different member’s business. Through
support and interaction, members gain increased confidence
while building relationships with other business owners. You’re
not alone, come share your story with us!
Entrepreneurial Forum Entrepreneurial Forum Entrepreneurial Forum Entrepreneurial Forum –––– meets 4:00 to 6:00pm the second meets 4:00 to 6:00pm the second meets 4:00 to 6:00pm the second meets 4:00 to 6:00pm the second
Tuesday of every monthTuesday of every monthTuesday of every monthTuesday of every month
This once a month meeting will give you the opportunity to hear what the experts say and interact with other
business owners in a relaxed learning environment. Members will gain valuable insight on what it means to be
“in business”. This group focuses on the one thing that is common to all of our businesses….sales. Once a
month we discuss the issues that help us all find more clients. Topics such as “Networking 101, getting to
know each other”, “Now that you’ve got all those business cards, what do you do with them?”, and “Social
media dos and don’ts” are examples of recent discussions. Your business education starts here, at the next
Entrepreneurial Forum!
TIGER Group TIGER Group TIGER Group TIGER Group –––– tbdtbdtbdtbd
World War II saw the creation of small groups whose function was to bring people together for small challeng-
es and then disband once the “project” was complete. Tiger Groups have a similar mission: Members work
together building key pieces of their business with the help and support of others in the group. An example is
our latest 6-week series on marketing plans. From establishing a target market, to identifying strengths, weak-
nesses, opportunities and threats (S.W.O.T. analysis), this group will help you apply the fundamentals of busi-
ness to your particular situation. It’s hands-on, and it’s real world…
Peer Advisory Group Peer Advisory Group Peer Advisory Group Peer Advisory Group –––– Next meeting starts September 9Next meeting starts September 9Next meeting starts September 9Next meeting starts September 9thththth, 8:00 to 10:00am, Niles Four Flags Area Chamber , 8:00 to 10:00am, Niles Four Flags Area Chamber , 8:00 to 10:00am, Niles Four Flags Area Chamber , 8:00 to 10:00am, Niles Four Flags Area Chamber
of Commerce, Niles, MIof Commerce, Niles, MIof Commerce, Niles, MIof Commerce, Niles, MI
The idea is that when you have several people focused on one thought, question or idea, you find solutions as a
group that you would not have found alone. BSU believes the same…it’s the power of brainstorming, ac-
countability, support and education all rolled into one…it’s your very own personal Board of Advisors! Apply
now - groups are hand-picked based on length of time in business, type of business and your individual person-
ality style. You will thank us later….
Lunchtime LearnersLunchtime LearnersLunchtime LearnersLunchtime Learners———— Conducted online, this group meets the 3rd Thursday of the month from 12:00 to Conducted online, this group meets the 3rd Thursday of the month from 12:00 to Conducted online, this group meets the 3rd Thursday of the month from 12:00 to Conducted online, this group meets the 3rd Thursday of the month from 12:00 to
1:00pm.1:00pm.1:00pm.1:00pm.
Read any interesting business books lately? This group chooses a book each month to discuss and learn from.
TGIF TGIF TGIF TGIF –––– meets 5:00 meets 5:00 meets 5:00 meets 5:00 –––– 7:00pm the last Friday of the month7:00pm the last Friday of the month7:00pm the last Friday of the month7:00pm the last Friday of the month
This monthly open networking is for fun and relaxation as well as a quick and easy way to get to meet other
business owners in the community. Come and hang out with us!
16 Small Biz Forward
Lately I've been thinking about the
differences in small businesses around the country
and the state and how there are different
personalities for different businesses and business
owners. It seems that there are a couple of different
types of business -- those that are content to have a
product or a service and "sell" that commodity, and
those that are passionate about what they do and how
to make that business grow. For this second group
it's all about putting the time and energy into making
this a BUSINESS, not just a way to make money.
I was doing some surfing and came across this
website: http://www.passioninbusiness.co.uk.
The front page says exactly what I'm trying to
state here --
"Passion in business is about you jumping out of
bed in the morning enthusiastic about the day ahead.
It’s about your team coming to work every day with
ideas about how to make a difference. It’s also about
your customers having a smile on their face when
they think about your business and coming back for
more."
Nancy Becher, Chief Everything Officer, Business Success UnlimitedNancy Becher, Chief Everything Officer, Business Success UnlimitedNancy Becher, Chief Everything Officer, Business Success UnlimitedNancy Becher, Chief Everything Officer, Business Success Unlimited
Do You Have a Passion for Your Success? "Chase your passion, not your pension." ———— Denis Waitley
17 Small Biz Forward
Now granted, it's summer and time to take things
a bit more slowly, but all too often I see business
people saying, “Oh yeah, I'll get around to that.” Or,
“I know you have a good meeting planned, but I've
got friends coming over. I want to hang out with
them.”
Sure, you need to take time for yourself; that's
really important. But if you are passionate about
your business, you find time to do things that will
help your business grow. Time for friends later per-
haps. Now's the time for business growth—that is, if
you really want your business to grow past the I just
want to make some money stage.
Think about it, and ask yourself (I've got news
for you -- the IRS asks this question, too): am I truly
in this to be a business, or is this a hobby (a part-
time income)?
It’s not only about the ability to run a business,
though. Something I’ve seen a lot of lately is a belief
that when you go into business for yourself, you be-
come the “boss”. You set the hours—there’ll be lots
of free time, you only answer to yourself—no more
bosses yelling at you to get things done, or watching
over your shoulder to see that you do it right. You
can set your own pay check, giving yourself a raise.
But, I’m sorry to say, that’s just not the case.
Many entrepreneurs have never worked so hard in
their lives. They are up at the crack of dawn and fall
in bed in the deep, dark hours of the night. Unlike an
employee where you work a certain number of hours
and at the end of a set time period get a paycheck,
small business people work and work and work and
pray and hope to get a financial reward SOMETIME
in the FUTURE. A person who starts his or her own
business needs to be aware that they are going to
work very, very hard without seeing any sort of in-
come for quite awhile. If you “get” that, and are
willing to work hard to move towards the SUCCESS
level, then I say — GO FOR IT. Show your passion
and you will find success.
18 Small Biz Forward
An increasing amount of our business is done
online, so it only makes sense that professionals are
flocking to social networks to connect over the
Internet. Though there are a handful of prominent
platforms out there, LinkedIn is by far the largest and
most popular business resource. It has established
itself as the premier networking site for business
people.
So is establishing a profile on LinkedIn
worthwhile? Absolutely. With over 225 million users
encompassing virtually all industries, there is an
endless list of people to connect with which can open
doors to new opportunities and help build your
brand. Let’s look at a few ways we can harness the
power of LinkedIn for our benefit.
Optimize Your ProfileOptimize Your ProfileOptimize Your ProfileOptimize Your Profile
Your LinkedIn profile is so much more than an
online resume, though we should approach it with the
same care and diligence. Complete all sections of
Are YOU LinkedIn?Are YOU LinkedIn?Are YOU LinkedIn?Are YOU LinkedIn? by Jerry Sarno, Schooley Mitchellby Jerry Sarno, Schooley Mitchellby Jerry Sarno, Schooley Mitchellby Jerry Sarno, Schooley Mitchell
19 Small Biz Forward
your profile, making sure to include a well-crafted
profile headline and summary. It is more
advantageous to describe what you do or what
product or service you deliver as your headline than
it is to simply put your title. There are lots of
Presidents and lots of CEOs but very few purple
widget suppliers to NW U.S. hospitals.
Expand Your NetworkExpand Your NetworkExpand Your NetworkExpand Your Network
LinkedIn allows you to make connections, much
like you would add friends on Facebook. It is a great
way to keep in touch with others including potential
clients. Update your status frequently with business
tips, or share content from legitimate news sources
that offers value to your connections. Doing this is a
great way to keep yourself, and your products or
services, front of mind. Just make sure it’s valuable
content to your audience and not just nonsense.
Get Active in GroupsGet Active in GroupsGet Active in GroupsGet Active in Groups
A great LinkedIn feature is its groups. No matter
what type of group you join, it is essential to get in
on the conversation. Ask plenty of questions, share
articles and other information sources, and be sure to
participate in discussions. Your participation in
groups can forge new relationships with other
individuals and companies, especially if you
contribute valuable information and answers to
questions.
Establish a Company PageEstablish a Company PageEstablish a Company PageEstablish a Company Page
If your company itself does not have a presence
yet on LinkedIn, consider establishing one. A
company page is a great place to share information
about products and services, and can be used to
recruit new talent. Search engines give authority to
large, prominent websites and search results for your
company will include postings and pages from
LinkedIn.
There are many active users already benefitting
from their participation on LinkedIn, but too often
those who don’t realize its potential write it off as
nothing more than a place to shop around a resume.
It is a site that allows you to keep in touch with
connections, grow your network and help build your
business. It is a powerful, free tool that we can all use
to our professional advantage by investing just a few
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23 Small Biz Forward
Sherry Lynn Simoes — Marke�ng Ac�on Coach
Many marketing plans are so focused on
customer acquisition that they largely ignore
customer retention.
Did you knowDid you knowDid you knowDid you know…?…?…?…?
•It costs 6-7 times more to acquire a new
customer than it does to keep an existing one.
•You are 4 times more likely to close business
with an existing customer than you are with a new
prospect.
•The probability of selling to an existing
customer is 60-70%. The probability of selling to a
new prospect is 5-20% (from Marketing Metrics).
Research also shows that a 10% increase in
customer retention results in a 30% increase in the
value of the company (from Bain and Co.)
SoSoSoSo…………how can you make sure your clients stay a how can you make sure your clients stay a how can you make sure your clients stay a how can you make sure your clients stay a
best ones will be dependent upon the type of product
or service you offer.
Pick Up the Phone
If you are a service oriented business pick up the
phone and call them to check up.
Email Them
You may wish to send an email follow-up
instead of a phone call and that is ok but it is not as
personal as a caring voice on the phone.
Send a Card
How do you feel when someone takes the time to
send you a card? This should not be self-serving –
just a note that says Thanks!
Get them on Your List Right AwayGet them on Your List Right AwayGet them on Your List Right AwayGet them on Your List Right Away
One of the most important things you can do that
will allow you to communicate with your clients on a
regular basis is to have an Opt-in Email list.
Connect with them OnlineConnect with them OnlineConnect with them OnlineConnect with them Online
Whether it be Facebook, LinkedIn or other
online places, search them out and connect and then
watch them online and interact with them!
Communicate with Customized Content and Communicate with Customized Content and Communicate with Customized Content and Communicate with Customized Content and
Special Offers Special Offers Special Offers Special Offers Just for Current CustomersJust for Current CustomersJust for Current CustomersJust for Current Customers
Most companies communicate with their list but
fewer are actively making offers to their current
customer base.
Check in On ThemCheck in On ThemCheck in On ThemCheck in On Them
The overwhelming majority of unhappy
customers will never communicate their
24 Small Biz Forward
dissatisfaction with you. Regularly checking in on
customers will help you to see signs of an impending
departure while there’s still time to fix problems. Ask
them how you are doing!
Thank Them!Thank Them!Thank Them!Thank Them!
If someone referred you (even if you did not get
business) Thank them! I try and remember to send a
card to each one and I know it is appreciated!
Create Loyalty Programs and/or and Customer
Referral Programs
Rewarding customers for referring you new
business or for repeat buys is always a good idea.
You can always just thank them but having a
program in place encourages referrals.
Bring Your Customers TogetherBring Your Customers TogetherBring Your Customers TogetherBring Your Customers Together
Is it time for an Open House? Maybe a Festive
Gathering at Christmas time?
Show them you care by taking the time to
appreciate and reward them!
Campaign to your Lost Customers Campaign to your Lost Customers Campaign to your Lost Customers Campaign to your Lost Customers
You are twice as likely to close business with a
lost customer as you are with a new prospect.
Remember their Special DaysRemember their Special DaysRemember their Special DaysRemember their Special Days
Sending a Birthday Card or wish is such a small
but special gesture. You may want to think about
collecting Birthdays when you have people sign up
for you list. Facebook has a Birthday reminder and I
personally send everyone of my connections a special
wish on their Birthday. Again, show them you took
the time to care!
Be CreativeBe CreativeBe CreativeBe Creative
What Other things can you do to increase
customer retention?
These tasks are time consuming, overwhelming
and sometimes hard to put in front of paying work
but I promise, it will pay off! Pick the ones that
resonate with you and do them on a regular basis –
not just when you can. Make them an important part
of your marketing plan. If you are in the stage of
growth in your business where you simply just cannot
do it all hire an assistant or VA to do this for you.
These tasks are crucial to your success!
FREE
Want a FREE ad
in the magazine?
Join Business Success Unlimited.
25 Small Biz Forward
Do you need to work out a strategic plan? Launch a project? Create goals for the upcoming year?
Would you like support in gaining clarity and focus for your business goals?
Are you ready to stop playing small?
Do you need space and time for quiet reflection to work on those goals?
Are you interested in learning new ways to work, manifest and prosper?
Want to showcase your products as a vendor?
Then plan on attending the Michiana Dream the Work Retreat
October 22, 2013
Michiana Christian Service Camp
8am—6pm
Call for info on prices
Topics include:
Marketing on a Shoestring Budget
Creating Your Business Vision
Live Networking—Deconstructed
Steps to a Perfect Elevator Speech
And more
26 Small Biz Forward
Three Reasons Your Business Website is Failing Jason Barr, Valentine Web Services
It happens all the time: a business owner spends
thousands of dollars to have a brand new website
built. But then launch day comes and goes, and
nothing happens. There’s no flood of visitors, no
new sales--nothing!
Everyone gets discouraged, afraid the whole
thing was just a big waste of time and money—and
it’s possible they’re right! If you don’t know what
you’re doing with your website, there’s a good
chance it’s going to be a flop. Here are three reasons
why your website’s design might be hurting your
business.
ItItItIt’’’’s Not Clear What You Want Viewers to Dos Not Clear What You Want Viewers to Dos Not Clear What You Want Viewers to Dos Not Clear What You Want Viewers to Do
Most business websites suffer from what I call
clutter-itis; they have too much going on. There isn’t
a single, clear action for viewers to take! Instead
they have social media icons, email forms, product
listings, pictures, and all kinds of links that are
confusing and generate anxiety for their visitors.
When you build a website for your business you
have to make sure each page has one thingone thingone thingone thing your
viewers are clearlyclearlyclearlyclearly meant to do. Too many options
will kill your conversion rates.
For e-commerce sites this can be tricky! You
will have things like catalog pages that list multiple
products. That’s ok! The clear action can simply be
something to move further in the purchase process.
But why not make it easy? You should definitely
have “buy now” buttons on the product listings to
reduce friction. And you really really really really shouldn’t depend on
random site visits to make sales; instead, use smart
marketing to lead people straight to the products
they’re most likely to buy.
Your Content Is Too Hard to ReadYour Content Is Too Hard to ReadYour Content Is Too Hard to ReadYour Content Is Too Hard to Read
Another problem many websites have is the
design doesn’t draw viewers’ attention to the content
and make it easy to read. Design clutter plays a part
in that, but other problems include
• breaking up left margins with images
• having long blocks of text with no breaks,
subheadings, formatting, or lists
27 Small Biz Forward
• text that’s too-small with poor spacing and line-
height
All these problems increase user difficulty and
decrease the chance they will become your next
customer. Focus on readability, both in design and
the text copy itself, to get more prospects and sales.
You Fail at MobileYou Fail at MobileYou Fail at MobileYou Fail at Mobile
The third major problem is becoming more and
more important every year: their design doesn’t
work on mobile! Mobile internet use has explodedexplodedexplodedexploded
over the past few years thanks to the increasing
popularity of smartphones and tablets.
Over halfhalfhalfhalf of all internet users under 40 use
mobile as their primaryprimaryprimaryprimary means of web access, and
most regular mobile users immediately close the immediately close the immediately close the immediately close the
pagepagepagepage if it’s not mobile-friendly. If you want your
business to survive into the future, having a website
that works on mobile is incredibly importantincredibly importantincredibly importantincredibly important.
There are dozens of other website problems that
could be hurting your business, but tackling these
three will go a long way toward making it better.
Jason Barr is a Digital Media Consultant for Valentine
Web Services in South Bend, Indiana. Get more great tips for
your business website at http://valentinewebs.com
Create Custom designs for Create Custom designs for Create Custom designs for Create Custom designs for
most any occasion with most any occasion with most any occasion with most any occasion with
Simply Said designs! Simply Said designs! Simply Said designs! Simply Said designs!
Consultations available Consultations available Consultations available Consultations available
upon request. upon request. upon request. upon request.
Barbara Nicastro is a self-described “business woman with a law degree” who guides business and executives in their legal, business and personal lives. Her twenty-plus years as an entrepreneur and manager provide the basis of her practical yet intuitive style.
Needing Help as a Sign of StrengthNeeding Help as a Sign of StrengthNeeding Help as a Sign of StrengthNeeding Help as a Sign of Strength
Many of my clients are entrepreneurs who are
excellent at what they do, but who hate to, or are
not particularly good at, running a business. As a
business owner, I understand how we all worry
about failing or appearing weak. But the best sign
of strength is knowing when to reach out for help
and who can best help you.
Barbara Nicastro
34 Small Biz Forward
1. Team BuildingTeam BuildingTeam BuildingTeam Building. Business owners know the
real value of networking and promotion. I’m
thinking you probably allocate a portion of your
time and budget to networking. Have you given
sufficient attention to creating your advisory
“team”: an attorney, accountant, insurance person,
banker and one brutally honest person who will be
your sounding board? Creating this group when you
start your business, or before you have serious
issues, is the smart move.
2. Agreements/ContractsAgreements/ContractsAgreements/ContractsAgreements/Contracts. Simply put: any
agreement/contract/proposal you are presented or
you wish to present should be in writing and should
be drafted or reviewed by your attorney. While a
document may seem quite simple and without
dangerous language, often what is not included may
create problems in the future. Don’t rely on the
other side’s attorney, don’t presume that review
isn’t necessary when dealing with a trusted
colleague or friend, and don’t be lulled by verbal
comments on how things will actually be handled.
Spoken words vanish into the air and from memory;
written ones are what will save or sink your
business.
3. Delegate Your Weaknesses.Delegate Your Weaknesses.Delegate Your Weaknesses.Delegate Your Weaknesses. I would never
trust myself to repair my car, absolutely hate doing
housework, and am a killer gardener in the bad
sense. I also like to tinker with, but can be
dangerous around, my computer, my taxes and my
investments. Plus, the older I get, the more
important time becomes to me. A frazzled me does
no one any good. So, I farm those duties out to
talented people who take care of me and leave my
head, body, home and business in peace. From a
time management and even a cost perspective, it’s
often the wiser choice to outsource tasks such as
payroll, bookkeeping, IT, employee benefits or
graphic design functions. Even if your business is
large enough to support an in-house person for one
or more of these jobs, calculate the “real cost”, i.e.,
employer taxes, benefits, management duties and
potential employee issues of hiring rather than
contracting.
4. Do Not Fear FeedbackDo Not Fear FeedbackDo Not Fear FeedbackDo Not Fear Feedback. Who wants to hear
criticism? The smart business owner does! Don’t
be afraid to ask your clients, managers, advisory
team or even your family what you are doing wrong
or could do better/differently. Be creative and ask
your peers or colleagues what mistakes they wish
they had avoided in their business careers. If you
don’t get or lose an account or client, ask for
feedback on what would have made you more
competitive. You may not get an answer, or the
response may be a serious wake-up call, but not
asking the tough question makes you competitively
weaker.
Being totally self-reliant only works when
nothing is going on or everything is going well.
And how can you be sure either is the case? For all
the other times, reaching out for help is the best
move you can make.
35 Small Biz Forward
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DIRECTORY
AVAS, LLCAVAS, LLCAVAS, LLCAVAS, LLC
AVAS provides photo scanning, photo montages, social
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h�p://www.AVASLLC.NET | Cell: (574) 514-5193
Connective MarketingConnective MarketingConnective MarketingConnective Marketing provides communications services to small businesses:
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Kerri’s Avenue SalonKerri’s Avenue SalonKerri’s Avenue SalonKerri’s Avenue Salon We are stylist-owned and operated, we care about our customers and would love you to be one too! Whether it's hair extensions, eyelash extensions, a Japanese straightener or some kick-butt color, give us a call and see what we can do for you.
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Niles Four Flags Area Chamber of CommerceNiles Four Flags Area Chamber of CommerceNiles Four Flags Area Chamber of CommerceNiles Four Flags Area Chamber of Commerce The Four Flags Area Chamber of Commerce is dedicated to serving
the needs of Businesses and the Community. For further information
about Business opportunities in our area or information on joining the
For 53 cents a day, you can have a group of business
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39 Small Biz Forward
Success Club
Where businesses go to connect | Collaborate | SUCCEED
Purchase a Platinum Membership with Business Success Unlimited and become a member of the Success Club, which gives you access to several different types of programs.
BENEFITS: (For only $195 a year)BENEFITS: (For only $195 a year)BENEFITS: (For only $195 a year)BENEFITS: (For only $195 a year)
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420 West Cleveland Road
Granger IN 46530
574-243-3901
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h�p://www.youtube.com/user/kerriblairsalon
Since 1987, Kerri Spencer has been a licensed cosmetologist and
instructor. She serves as a master colorist and regional instruc-
tor for It&ly Hairfashions. She is also the owner/operator of
Kerri’s Avenue Salon. Prior to opening her own shop in 2005,
Kerri was the lead instructor at Premier College of Cosmetology.
Her professional accomplishments include working “on set” with
various theatrical produc+ons, television commercials, print
photo shoots and fashion shows. She was even hired to create
“period looks” for a Hollywood movie produc+on.
She prides herself on offering a high level of service at an afford-
able price. She has a true passion for the art and science of hair
design, and loves to bring that passion to her clients.
Kerri belongs to numerous business networking groups and
oHen emcees speed networking events for these various groups.
Kerri’s Philosophy: As a wellness advocate, Kerri believes that
nutri+on is key to outer beauty. As such, she also provides
whole-food nutri+on consola+on and total body care products
with It Works Global.
Kerri will be a featured speaker at the “Dream the Work Re-
treat”, focusing on the importance of first impressions in your
work environment, for men and women. Come find out what