Tag Archives: Management

Make yourself easy to do business with.

Make your product and services easy to find, easy for visitors to your website to stay a while, learn about you and follow through.  That’s what a medical cosmetics physician did and it worked for him (see link below).  The bottom line is he  got specific about what his customers wanted and gave it to them.  This included adding before and after photos of people who had used his services (this is equivalent to a demonstration of your product/services – one of the best way to get a customer). He also put a “Call to action” (what you want the customer to do for next steps) up front and center (ok to the right hand side of the home page but you catch my drift). And response improved.  He decided not to use a form because that would slow down and discourage follow-through.  While this worked for this particular physician and his customer population, another  physician who specializes in the treatment of pain did exactly the opposite.  He had a long form on his website in order to weed out patients who didn’t live in the immediate area (thousands of people have pain and he would have had to hire additional full time help just to deal with the inquires coming from his website), who had the kind of insurance he takes, and who had the kind of pain he could treat.

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Image provided by Shutterstock http://www.shutterstock.com

The bottom line is you have to customize your messaging in whatever format you deliver it, to your customer’s habits and wishes. This means you have to reach out to your customer base and find out how they want to be “told and sold”. What’s the single or couple of most important messages that they need to hear in order to move them from a visitor to your website?  Then give it to them.

If you’re in retail like dungarees.net (see link below) then you might want to solicit customer reviews.   Find the issue that, when solved, will not only keep customers on your site (or reading your materials) longer,  but also convert them from a visitor to a customer.

http://www.nytimes.com/2012/09/13/business/smallbusiness/three-keys-to-converting-web-visitors-into-buyers.html?smid=pl-share

 

Sandra Holtzman teaches CEO 035: Licensing.
She is the author of Lies Startups Tell Themselves to Avoid Marketing.

Lost on the road to success

According to David Peterson* an entrepreneur is constantly seeking out opportunities to do things in a new way and has the ability to capitalize on those opportunities.  A small business owner is someone who owns and manages a business for their own goals and agendas.

Each has their own set of characteristics plus there’s overlap between the two. For instance the self-efficiency, networking, time, energy and resources that are totally devoted to the business are commonalities.  But somewhere in this overlap is a hidden no-man’s land where a third type of business personality resides – the Wanderer.

The Wanderer usually has the same drive and vision as the entrepreneur and has no ongoing development of innovative practices, and has a status quo orientation like the small business owner. So he or she “wanders” around looking for money and looking for someone to essentially take care of them.

Wanderers may know they need a business plan but can’t quite focus on actually sitting down and writing one – or they’re in the middle of one that never quite gets finished.  They know you can download a business plan template and do, sometimes several. But that’s as far as they go. They can’t do the bookkeeping or get a spouse to do it for them. Sometimes they wear their idea as a way of telling others (or themselves) who they are. The Chamber and other business and trade organizations are full of these types. They may think of themselves as “the idea guy” who just needs a “do it guy” to partner with. They may even own the intellectual property rights and that’s all they need. Don’t get me wrong. Wanderers are not slackers and they’re not stupid. They may be lazy but not in a traditional sense. They may be waiting for an angel – the real kind, not the investor kind – or some divine force to step in and take care of them. They’re stuck circling this no-man’s land that they’ve created. The fact is…an idea is not a result.

If this is painfully familiar to you, then you could be a wanderer.  But wait. There’s hope. Remember, wanderers are just entrepreneurs who got stuck on the road to success.  How can you get unstuck?   You may benefit from getting yourself to networking groups, friends, advisers, classes, seminars, boot camps, — anywhere where people are grappling with the same issues but moving forward.  Maybe you should put together an advisory board – they can be enormously helpful. All these have one thing in common. They put the Wanderer in the position of being responsible (or just looking good) to others in some way. Sometimes its done by checking in with a business coach or reporting on your progress to a weekly group, especially one that insists you set weekly goals. Even if you lie a little about your progress at least you’re talking the walk and soon you’ll find its just as easy to walk the walk.    You may be happy and feel as if you are thriving as a Wanderer. In that case, I wish you well.  But if you’ve read this far you’re probably looking for a way out of Wander-dom.

www.davidpetersson.com/2011/04/25/comparison-small-business-owners-and-entrepreneurs/

 

Sandra Holtzman teaches CEO 035: Licensing. She is the author of Lies Startups Tell Themselves to Avoid Marketing.