Small business owners are notorious for wearing multiple hats: they can be managers, bookkeepers, impromptu IT “experts,” and marketers, among other titles. But what ever roles you find yourself taking on as the owner of a small business





Comments


Written by yoni67
4167 days ago

Adam,

Great job!

Firstly, I wanted to send you a follow-up email about blog monetization; I'm locked out of my account and Google Apps promises me the issue will be resolved shortly.

Secondly: "Taken a step further, you are also “selling” to anyone in the public at large, even to those who will not become your customers in the short-term."

I agree. One thing that perplexes me is reading a lot about targeting certain segments of the buying populace. I'm no expert in marketing, I'll say that first. But it puzzles me that so many advocate "selling" only to that certain segment which is most likely to buy. I think that anyone is a potential customer and widening the net, so to speak, to get the message out to anyone and everyone, rather than the so-called-target, can only benefit a business.

3. "Missing basic communication skills." My wife and I just got back from shopping. We went in to a cosmetic store for her mascara. The clerk spoke on her cellphone while my wife had a question to ask her...a conversation with her boyfirend. She looked at me and said "I'm giving her 30 seconds to get off the phone." She didn't disconnect and we headed for the door. The clerk asked why we were leaving and ended up getting an earful. Communication skills? What ever happened to "May I help you" or "I'll be with you in just a moment?"

Just a few thoughts,

Yoni

Yoni



Written by Adam_Gottlieb
4165 days ago

Yoni,

Re: "firstly..."

That's a pain. I hope it *is* "resolved" and "shortly."

Re: "secondly..."

There is an unavoidable fact which applies even to big corporations: resources such as time, money, personnel, etc are limited. Since most people are in business in make money, it makes sense that they direct the majority of these resources to those people/ projects that will offer the greatest return.

The other fact is that in business, some types of companies will have a very small and specfic market niche. For example: A pet beauty salon service will only be able to market their services to those who 1. have pets, and 2. Are willing and able to spend money on such a service. While a repairman, house painter, etc will have a broader customer base.

That said, for those business types that can market their product/ services to a broad group, then it may pay to target many, somewhat potential customers in the hopes of netting them- whether now or in the future. It really depends on the business, the available resources, and the methods of marketing used.

And re: #3...

Israeli customer service is not American customer service. For the most part, in America "The customer is always right," and there is a focus on providing a good customer experience.

While for the most part in Israel, it's more like "You have the privilage of shopping in *my* store." It's a cultural thing, that native Israelis are used to, or at least it doesn't bother them enough to change it. It's all part of the "hardness" of life in Israel.

Adam



Written by nialldevitt
4167 days ago

Nice post Adam, while I agree that SBOs they need be salespeople, It is not s natural strength for many and they may need to hire a sales manager quickly. This is fraught with risk and someone who is not great at selling themselves is rarely best placed to hire the right person, yet many persist, usually resulting in an expensive mistake.



Written by Adam_Gottlieb
4167 days ago

Niall,

I agree, many small business owners are not natural salesmen (or sales women); and they don't have to be- they can hire another to do that job. But at the same time, small business owners are also ambassadors for their business- by default. If they don't believe in the value of the product or service that they are providing, then why should anyone else?

And irregardless of natural sales ability, every small business owner should do what he or she can to be in touch with the needs/attitudes of his/her customers, employees, and business partners and try to put his/her best foot forward.

It's just common sense, but many miss it.

Thanks for the comment.

Adam



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