by Tom Brennan

Created on: June 17, 2009   Last Updated: June 20, 2009

Small business success depends on having a clear idea of what you offer to the consumer, how to present it to them in a straightforward way, and how to develop the long term relationship that guarantees their satisfaction and builds your reputation. Ideas are important, planning is the means of executing the idea. Today's business world is a minefield of failed corporations, new reports of mass scale greed, corruption and incompetence, all masked by a "spokesperson" (corporate flack). As a small business owner you have the advantage of being in direct contact with your customers. How to attract more customers, grow on a regular basis, and how to advertise (this is not a bad thing), your product or service is a major step in growing your business.

One of the first steps to take is a serious review of your business plan. What is unique about your business? Why should customers select you over your competitors? What are the competitors doing ? Advertising is the first item to take a hit during a financial crisis. Yet, if no one knows about your business how are they going to buy from you? Internet today is the most cost effective, most dominant and most easily accessible means of 24/7 advertising. A domain, website and hosting are available for less than $25.00 at some sources. You can, with a little work, develop a web page by your self and maintain full control of content, and make it very personable. Your website gives you 24/7 visibility, a chance to describe your business, and have open communications by e-mail around the clock. Design your website with the intent to describe your business so that a customer will identify with your product or service from the start. Be believable and straight, the public has had it with "razzle-dazzle" and fraud. Be real. Answer your e-mail and any genuine contacts.

If you have employees, make sure their product knowledge is full and complete. They are your ambassadors. Show them the respect and empowerment as team members and they will return the favor with productivity and excellent customer service. We cannot become a "Call Center Nation" of captive, cubicle talking slaves and succeed. Employees who are empowered, knowledgeable and motivated will move a business to success in every way. Instead of a script, give them "talking points" and turn them loose to inform, excite and move your product. Telemarketers are on the same list as bankers, financiers and most politicians. You need team members who are excited, motivated and want to succeed. Don't box them in. Customer feedback is essential to the process. What is working, what is not. Word of mouth about a business multiples by a factor of 10. Make sure what is said about you is good.

Be open to criticism, analyze what is going on on a constant basis. If you really want to succeed you will be open to any honest comment or idea. The market today is changing rapidly, you need to be ready to change, adapt and lead when the opportunity presents itself.

The public is fed up with being defrauded, lied to and cheated. Honesty is the best policy. Be honest, open and choose your words well.

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