NFIB

Invigorate Your Business
06/ 28/ 2002

by Vicki Gerson

Does your business need a shot in the arm? Do you feel as if it's in a rut because you haven't recaptured that entrepreneurial optimism you had when you originally started?

Here are a few ideas for giving your business--and hopefully your enthusiasm--a quick and easy boost.

Make sure your store isn’t stuck in the 1960s.

If your store isn't open evenings or weekends, it’s losing business. And since many full-time workers can’t get to your business from 9-to-5, why not bring your business to them? Today, businesses from Chinese restaurants to printers to dry cleaners deliver. Consider such a service, as well as a change in hours, to increase your customer base.

Check out the latest demographic statistics for your neighborhood.

Has the ethnic composition of your neighborhood changed? If so, consider expanding your merchandise to appeal to a niche market. In addition, if your business is in an area with a high international population, consider hiring a salesperson who speaks your customer's native language.

Arrange seminars for consumer or business-to-business customers.

If you own a hardware store, offer seminars on minor household repair. If you sell kitchenware, hold in-store cooking classes. Look at your business and create a list of 10 seminar topics. Decide which ones to select and offer them in the evenings or on Saturdays.

Set up a kid-friendly area.

When you establish a kid-friendly area, parents and other customers can shop in peace. A VCR with children's tapes and/or a few toys should cut down on crying children and those who continually ask, "Aren't you done yet?"

Learn how to successfully network.

Join all types of business and civic organizations to increase your circle of exposure.

Decide if radio or television advertising can benefit your business.

Depending upon the type of business you have, determine if radio can help increase your exposure and get you customers. For example, a sports radio network may be the perfect spot to advertise if you own a store with exercise equipment or run a sports bar.

For those businesses that think visual exposure is necessary, consider cable television. The cost can be quite reasonable for a locally televised area.

Use mystery shoppers.

To make sure your sales staff is paying attention to your customers, use mystery shoppers. Is phone service poor at lunchtime because the relief person isn't trained properly to answer the phone? Does the floor suffer because most of your staff takes lunch at the same time? Do your employees not greet customers who walk through the door? If you discover that these types of problems exist, correct them immediately.

Develop a Web site with a shopping cart.

If you have been putting off getting a Web site, make it this year's goal. A Web site can generate new business because it allows people to purchase your merchandise without ever leaving their office or home. And don't forget to have one designed that is very consumer-friendly.

Consider cross promotions with other businesses.

If you are located in a small shopping center, consider if it's possible to do cross promotions with your business neighbors. Create coupons and brochures to place in each other’s shops.

Make sure that you concentrate on businesses that could feasibly share your customer base. For example, if you own a woman's clothing store, cross-market with a beauty shop, nail salon or massage establishment.

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