Bollin on Business: Going from gloom—to bloom

Originally published December 14, 2008

Over the past few months, my columns have given specific advice, proven methods and detailed actions on how to grow your business when business is tough to get.

As 2008 winds its way through the holiday season toward a new year, we are still bombarded with an endless stream of reasons why we should all take a ride on Santa’s sleigh back to the North Pole and hibernate.

Clearly, we are in difficult times, but when you really think about all of those external factors, the one critical element that you can control is the impact that YOUR business has on the markets YOU serve.

Look at it this way… why not say YES to growing your business instead of bowing to the thunderous herd of naysayers that do nothing but get in your way.

IT CAN BE DONE! The business is still out there. Customers still have a need.

But, you have to work smarter and harder to get it.

Here is a recap of some of the most critical elements necessary to grow your business when business is tough to get:

Welcome them! Greet every customer that enters or calls your business -after all, they have other choices, but choose to spend their time to spend with you.

Wow them! If you have been communicating regularly with your customers, you know what they like and what they want. Exceed their expectations with products they can’t do without, and services they appreciate.

Give them something of value! Find out what they are interested in—if you don’t carry it, send them on to a fellow business that does, or get it for them. Make their day!

Be creative. Inspire action and goodwill with a hand-delivered “thanks for stopping in” special coupon redeemable when they make a return visit.

Appreciate them! Every sale deserves a voice of appreciation. Ask them what products they would like to see in your place of business and why.

With their permission, put them in your special store “Club” which notifies them by mail or e-mail of new product arrivals and sales.

Can you really grow during this challenging business cycle? You bet!

I received calls last week from two businesses that have grown revenues of 46 percent and 37 percent respectively this year over last.

The first is a building/remodeling contractor who changed their business model midstream by recognizing shifting market conditions and focusing on remodeling and additions instead of full build-out projects.

They also converted to multitasking several projects, allowing them to better utilize their prime sub-contractors.

The result? More jobs completed on time, within budget, increased revenue, and better cash flow.

The second is a leading home health-care organization who has added branch offices and a more localized approach to home health care.

They maintained their marketing programs, listened to their customers, and developed new programs customized designed to meet the specific needs their clients.

There is no doubt that negative, or positive national and worldwide economic conditions will continue to influence your business.

But, in the end, businesses have only one choice. To remain viable, you must be relentless in your quest to satisfy your clients and customers.

You must continually look at your product offerings and be proactive in developing customer relationships.

You must continue to communicate and market to your customers. Standing still under these economic conditions is very perilous perch.

Note: Got ideas, comments? Send/e-mail them to me and we’ll make them a part of our business pages!

Mark Bollin is the marketing director of the Green Valley News and Sun. Contact him at mbollin@gvnews.com or at 547-9760 or writer to him at the Green Valley News and Sun, PO Box 567, Green Valley, AZ 85622