What works for us

 

lonleliness

Remember what works

When I started my businesses I took an ad in local monthly pamphlets which go out to probably about 20,000 homes. It worked quite well, but although I was at one time advertising in four of these booklets going to different areas, over the years I have found that two local towns did not want to buy from me. I do not understand why, but I stopped my ad in those particular pamphlets. I still have ads in the other two booklets because they do work and they reinforce my local presence.

I used to do a lot of breakfast networking. You may remember I even ran a breakfast group for a while. That helped my business locally. However, for family health reasons I backed away from that scene, and I cannot say that my business has suffered to any degree. Maybe that networking had stopped working for me, so I do not feel a great need to re-engage.  I do network face-to-face at meetings later in the day.

What works for me now in getting business is my on-line presence both through my own websites and through that of an alliance where I pay for my profile via commission when I close business received through that “external” website.

I have tried to recognise where marketing does not work or has ceased to work, and close it out. I will always try new methods too. We have to test and see what works, and notice what has stopped working, otherwise we end up wasting money and our valuable time.

Do not be lazy with your marketing because it can be expensive. I know myself it can be easy to let it slip.

 

Politics, religion and social media for business

Some signs we ignore at our perilHere in the UK we have had an election. In the run-up, many people in my business circles have shared their opinions on the parties’ policies, and post-election they are sharing their views on those who have a different opinion from them.

We all have political opinions, and unfortunately when they are attacked we cannot help taking it personally. It seems they are taking pot shots at us. Yet in a business environment we may like those who differ from us, but it is inevitable their politics colour our opinion of them. In other words, their opinions damage our relationship because we see them in a different light.

Generally online, via Twitter or Facebook amongst other places, I do not see small business people spouting their religious views, which is a great relief. Religion is a cause of conflict when people do not see eye-to-eye.

When I became a radio amateur (ham) as a young chap, passing the exam, I knew that it was rule that we did not discuss on-air either politics or religion. That way we avoided bad feeling. To me, using social media to maintain my business circles, it should be a rule that we avoid politics.

Of course that is just my opinion.  I am human and can be offended by others’ beliefs if their outspoken opinions seem directed at my friends or at me.

How do you feel about mixing politics with business?

Your business safety net

Running a small business is engaging and enjoyable. We love the game, what we do, the people we meet and the buzz of being rewarded by our customers when they pay us.

It is so easy to forget that things can go wrong, and usually it won’t be our fault.

Suppose we might make a mistake which costs our client money. It does happen as no one is perfect, however much we guard against errors. Human nature being what it is, a customer might think we have made a mistake and cost them money, when we have not put a foot wrong. Either way, we need to be insured against action against us. Otherwise a vindictive client entirely in the wrong can cost us a lot of money and ruin our business. Professional indemnity insurance is essential and public liability insurance is important too.

Then again, how well are we insured against damage to our premises? Is our insurance up to date? Do we insure against loss by backing up all our data off-site?

Suppose our key staff have health issues and are off sick for a long time. What if we get sick and need to take time off? Are we insured to hire substitutes? Is our business income insured? Is our health insurance up-to-date?

Being insured for every eventuality sounds expensive, but when we think of the alternative of disaster and poverty we should grit our teeth and pay our premiums. Do you pay yours?

Learning by doing

Amateur radio station of DJ4PI

Amateur radio station of DJ4PI (Photo credit: Wikipedia) – not my station!

How did you begin to learn to do what you do for a living? I started in my first job by being given a pile of basic routine work to do. When I had done it, I was shown how to apply it to produce the finished product, which in my case was a service provided to a customer.

I could not have learned by watching someone else just sitting at a desk. We all need to have hands-on experience to learn and become interested in a subject in the first place.

It is the same with anything we do which can inspire us. As some of you may know, I am a radio amateur or ham. I first became interested in radio when I was at school, aged about fifteen, and watched and heard people (mostly older boys) using the army cadet forces network to communicate. It was learning by watching and by being involved, and it opened up a whole new world to me.

If it had just been a question of someone using headphones and hearing just one side of a conversation, I would have learned nothing, and would have been bored. My being involved in the entire conversation was essential to spark my interest. It gave me a hobby I value today in the same way I have had an entire career from being involved and useful from the start.

Whatever we do, we need to have a sense of self-worth. How do you inspire those who will come after you and follow you?

Having a sense of direction

It is no good starting in business if you don’t have a plan and ambition, or you are doing so for the wrong reasons. It is no good going for a job working for someone else if you don’t really know what you want to do.

I well remember, when I first started my business, meeting someone who had started his to undermine and destroy the guy whom he thought had destroyed his father’s business. Having left his father’s rival in the smoking ruins of his business he had no further purpose for continuing. That is no way to go about business or life.

A young person I know wants to leave home and get a job without knowing what she wants to do. She needs a plan, and just wanting to leave home is not a plan without something positive to build her independence in the way of a career.

If you want to start a business or get a job, just think what you would enjoy doing, and work out how you can achieve it. Running away without direction will have you ending up where you do not want to be.

“Dutch auction” clients

English: Julius Henry "Groucho" Marx...

English: Julius Henry “Groucho” Marx, cropped from group photo (Photo credit: Wikipedia)

Recently a prospect to whom I had quoted a fee in an email replied to that email after four months. She asked if I was still prepared to act for her. Naturally I said yes, and assumed she had accepted my quote. I sent her the usual “terms and conditions” email.

In reply she said that although I had the knowledge and expertise she required, actually she had obtained some other quotes. She effectively asked me to cut my fee in half.

Clearly she did not value me despite her comment and did not appreciate my experience, the cost of my ongoing training, my business overheads etc. Mainly though, she did not see value in me; only in saving money. Frankly, if she can get a process done for half my price, I fear for her as anyone in my field of work who was half decent could not possibly be relied upon if charging such a low fee. Too many corners would be cut. Instead of saving money, she may waste money.

I didn’t come here to be insulted, but I have got the tee shirt, so am not too upset. Very likely I was dealing with Rufus T Firefly’s daughter. She will land herself in the soup with HMRC; maybe Duck Soup.

The moral: know your value and charge for it. Clients worth having will appreciate the work you do and will be happy to pay for the comfort you give them.

 

 

 

Minding your Ps and Qs

English: Compositors working in the case depar...

English: Compositors working in the case department of Svenska Dagbladet in 1904. Svenska: Arbetare på Svenska Dagbladets sätteri 1904. (Photo credit: Wikipedia)

There are various theories as to the origin of the expression but old-fashioned print compositors claim it for their own. A lower-case p the wrong way round is a q.

Print compositors had to pay attention to detail, and so do we in running our small businesses. I was looking at my routine expenses the other day while doing my quarterly VAT (sales tax) return. I noticed that there were a few small monthly charges for services I never use, almost never use, or which are completely unnecessary if I am paying two providers for the same thing.

Like many people, I like a good idea and am willing to sign up for something useful, perhaps on the spur of the moment. However, I might sometimes forget that I am actually duplicating or purchasing two services which are fairly alike. Do I need two on-line directories? How much blogging coaching do I need to pay for when half of it I do not have time to do, or it is essentially what I am already paying for elsewhere.

I am stopping a lot of payments of mainly very small amounts but they all add up to quite a saving.

Are you paying for stuff you do not need or do not use? Have a look. You may get a surprise, plus more money to play with.

With a little help from my friends

Joe Cocker

Joe Cocker (Photo credit: Wikipedia)

Joe Cocker died recently, and although he was a prolific recording artist, he is best remembered for his cover of the Lennon-McCartney song “With A Little Help From My Friends”, which they wrote for Ringo Starr. Joe tailored the song to his style and made a very memorable song one so good that most of us will always remember his interpretation. He was friends with the Beatles and they did help each other more than we knew back then.

In a business context, most of us have not been fortunate enough to discover a product or service that is unique, and it is a question of putting our own personal touches into our offerings to make them special to our clients. We can do that by developing ideas from others in our business. In my line, I do not look on others with the same type of offering as competitors. They are colleagues with their own take and approach.

That said, we cannot work in isolation, and I rely on others for some of the services I offer to clients. I am very good on many technical issues, but not on a few, so I turn to paid-for technical support and to my sub-contractors, who also do the sort of work I do not take pleasure from doing, but they do. We all have our strong points and our weaker ones, but if we know and use the support we need, our clients will get the very best from us, which they are entitled to expect.

Our paid supporters are also very important when we need to take time off for holidays, and also, as I have needed recently, some personal time when someone close to us is very unwell. I am so very grateful that I have a social circle too including a lovely neighbour who was incredibly supportive quite literally in my hour of need.

So what am I saying? Small businesses need to have support in place to fill in the gaps in what they are good at, and also to be there in a crisis, whether internal or external. As business owners, we also need to have good business and social circles to help us out personally when the unexpected happens. Until it does, we must help others in crisis.

We all need a little help from our friends and it is a great comfort to know that we can get it.

Small business and swimming out of your depth

 

English: The Beatles wave to fans after arrivi...

The Beatles wave to fans after arriving at Kennedy Airport. (Photo credit: Wikipedia)

A week or so back I was watching an antiques and collectible show on the TV. It was one of those where people bring along some item in the hope that one of the dealers on the show will buy it for cash. These programmes are quite interesting and one can learn a lot about antiques sitting in one’s armchair.

On this particular episode a woman brought in what purported to be all four of the Beatles’ signatures. These were on a torn-out diary page which had a couple of entries for November 1968. When asked where she got these signatures, the seller said her aunt had worked at the Liverpool Empire when the Beatles were just starting out.

The dealer and the show presenter said that the fact they were on a diary page and that the aunt had worked at the theatre gave the signatures provenance, yet to me they gave them quite the opposite and the alarm-bells started ringing.

Firstly, the Beatles were not just starting out in 1968. They made it big in 1963 and started out several years before then. Secondly, even without checking, I thought they had not performed live in 1968 anywhere, and certainly not in the UK. Having checked since, I think the last UK performance, apart from on the roof of Abbey Road Studios in 1969, was actually in 1966. As far as it is possible for me to check, the last performance at the Liverpool Empire was in December 1965; definitely not in 1968.

By 1968 the Beatles were not getting on as well. It would have been difficult to get their signatures all at once, and definitely not at the Liverpool Empire.

These are all simple clues to someone who even had some idea of their Sixties pop history.

Logically these signatures were fakes, yet the dealer bought them for a fair sum and sold them on via auction. Dare I suggest the woman who brought them in knew perfectly well they were not genuine?

I am not an expert on the Beatles. I am just quite old. I would not have touched the autographs with a bargepole and if anyone is liable to be sued for misrepresentation it might be the auction house, though I hope they were sold “as seen”.

The dealer on the show admitted he did not know much about autographs. In my view it would have been safer to pass up the opportunity to purchase them, although I think he was lucky to get away with buying and then selling them on.

In my line of business, I cannot take chances. If I do not think I have sufficient knowledge to advise a client, I will be honest. I will suggest someone who is much better in that particular area.

None of us can afford to get out of our depth. If we make mistakes, we could cost our clients a lot of money, and even if we are well insured, we can end up losing out as well as having much heartache and worry.

I would rather work in an area where I am comfortable and have good knowledge. I do not want projects in unfamiliar territory to come back and bite me. Would you?

 

Ignoring the signs

Some signs people ignore

Some signs people ignore

It is great when our businesses are running smoothly. It is easy to take our eye off the ball, and not think about the future.

It might be that there is plenty of income coming in, but are we relying too much on too few customers? We do not know how fickle those customers might be, no matter how hard we work on their accounts.

Are our suppliers creeping their prices up faster than they deserve, and can we sustain those higher costs? Should we be shopping around?

Is our admin work becoming too much of a burden? Should we get assistance before it gets in the way of our production and our marketing time?

Some signs we ignore at our peril

Some signs we ignore at our peril

Is our marketing working, or are there signs we should make a change? Should we make a change anyway before it gets too stale?

When our business is failing we may not notice the signs, or we may ignore them. If we look around us we may realise when we are in trouble and take action, and ask for help.

There is no shame in asking for help.