Phyllis Sheerin Ross, a Contributing Editor to Idea Site for Business, has over
20 years experience in project management, training and business development for Federal Government and commercial organizations.
Phyllis can be reached by phone at 301-460-3555 or by e-mail at bronx1
@erols.com
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Is Your Business An "Old Lady"?
by Phyllis Sheerin RossConsultant and Freelance writer
One of the biggest insults used to be "Oh yeah, so’s your old lady!". Well, don’t be insulted if I dare to suggest that your small business might be turning into an "old lady", or an "old man" for that matter. Have you made any changes in your services or to your products over the last year? Last two years? Heck, when was the last time you made any changes to your business? Are you stuck in a rut? Ready to make a fresh start? But, change as you know is never easy. So how do we ease into the changes (for the better) that will bring new life, and hopefully new customers into our lives? Here are five ideas.
Try something new. How do you dress for business? Sometimes we get stuck in a look that worked for us many years ago. So, cut off that ponytail. Or, grow a ponytail. Do you always dress in jeans and a denim shirt to visit with your customer? Shake things up, and wear a tailored suit for your next visit. Do you usually wear a suit? How about trying some Western wear with great looking boots? Always work in the same place at the same time? Bring a notebook with you, and work outside in a beautiful park when the weather’s nice. Usually work early in the morning? Sleep in, and start your day later than usual. Night owl? Reverse yourself and work early in the morning. Just a small change can bring forth a surge of creativity.
Refresh your business. Add a new product or service to your line. The beauty salon I patronize just started selling some pretty jewelry . The display in the window has been pulling in new customers, who then stay for the services. The addition of products and services will provide the excuse you need to update your brochures and mailings, as well as your business cards. And how about a new business photo while you’re at it? How old is your current business photo, by the way? Would someone recognize you on the street from your business photo?
Do a Focus Group. Get together a group of your best customers to discuss the good, the bad, and the ugly regarding your business. Carefully choose folks who will tell it like it is. Let them know you truly value their opinion. If you’re not comfortable facilitating a focus group, find someone who does it professionally. You know that sometimes we have to spend money to make money. And speaking of money, thank your customers for participating in the Focus Group by giving them tee-shirts. Imprinted with your company logo, of course.
Visit the competition. Visit with the "masters" of business. What can you learn from their success? Don’t try to do a cheap imitation of what they’re doing, but, instead bring your own personal stamp to it. Bring something new and fresh to your own product or service. Can’t think of anything? Hire a consultant (yes, that ugly "c" word) to assist you. Spend the money to bring your business to the level of your competition. It might be as simple as changing your display or as complicated as implementing new technology.
Celebrate. Find something to celebrate. Customers love celebration. Hold a carnival with prizes. Yes, those tee-shirts with your logo again. Maybe it’s your fifth anniversary in business. Send a letter, together with a discount certificate, to your customers announcing your good fortune. Our financial advisor sends an annual letter of congratulations on the performance of our stocks, while noting, of course, his own role in selecting the stocks. My gym hold several contests a year which serve to attract new members and ensure that current members stay on board. Consider celebrating the happy occasions in your customers lives. Even a small token goes a long way in saying you appreciate their business.
I’m sure that you’ve seen these folks on the street, but, hopefully not in your own mirror. People who thought that the 1960’s (1950’s?) were the greatest, and still dress that way. And rather than appearing more youthful, the effect is aging. Is your business like an aging beauty still dressed in the clothes of it’s youth? Stop that process dead in it’s tracks. Bring new life, new youth, new vigor into your business by trying some of the suggestions I’ve noted. Who knows - - it might even flow out into your personal life. Make this Fall your most successful one ever!
Copyright © 1998 Phyllis S. Ross
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