Everyone needs to know what business they’re in and they
need to be able to express that purpose in a few sentences
in their USA.
Using product enhancement towards helping with your current
mission statement, should help determine your business as a
leading provider. For ex; if you’re a plumber, you’re not
in the business of plumbing. If you’re a carpet cleaner,
you’re not in the business of carpet cleaning. You’re in
the business of marketing plumbing or marketing carpet
Your mission statement is what is best for you. You can
constantly measure all of your activities then to the
mission of your company. You can further measure the
success by the success of your clients or customers. The
more successful your customers are in getting the benefits
from you, the more successful you will be in growing your
If you’re currently not generating the volume of business
you want, your customers aren’t purchasing as much as you
want them to.
Here’s an exercise that you should go through periodically
to evaluate ways you can make your product or service
better, and thereby either increase sales or extend your
product or service life cycle.
Get out a piece of paper and answer the following questions.
1. Write down not what your product or service is, but the
need or desire of your target market that you have
2. Brainstorm other ways to fulfill that need in ways other
than through the use of your current product or service.
3. List all the obvious and not so-obvious features of your
product or service.
4. Enhance your product or service with alternative ways to
fulfill your customer’s needs based on the ways you
Brainstormed in #2.
5. Identify your USA versus your competitor’s and any other
alternative products or services.
6. Create five different front and back-end up sell
scenarios for each product and service you intend to offer.
You can encompass one of these attributes in each sale
scenario that you come up with.
7. Determine how best to incorporate incentives for getting
your prospects to buy. You want them to buy, buy now, and
buy from you.
Don’t limit yourself to the list below, but here are some
additional ways you can begin. These are reasons customers
typically patronize a certain business. Identify major
sales advantages that you have over your competition.
Low price Top quality convenient location Friendly
employees Knowledgeable employees Nice business
surroundings Fair credit or return policy Good selection
The important thing about running a small business is to
know the direction in which you’re heading; to know on a
day-to-day basis your progress in that very direction; to
be aware of what your competitors are doing and to practice
good money management at all times. All this will prepare
you to recognize potential problems before they arise.
In order to survive with a small business, regardless of
the economic climate, it is essential to surround yourself
with smart people, and practice sound business management
at all times.
By Abe Cherian
Copyright © 2005
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