My Auto eBay Selling Blog
Here's How YOU Can Find All The Customers You'll Ever Need Even If You Have NO Money, Only 20 Minutes A Day To Spare, Even If You're Up To Your Eyeballs In Debt, Even If You Don't Know Your Bits From Your Bytes
| Here's what you MUST do in any cashflow crisis! | |||||
| Thursday, March 20, 2008 | |||||
| Hi folks, Hold on to your hats, because this is gonna be some kind of rant. Here goes. Saw something on TV the other day. On the news. As I write this, we've just had an interest rate rise, the 12th in a row or something. (Keeping track of this stuff isn't my top priority.) And of course, the media is all doom and gloom, everyone's poor, struggling to make ends meet, eating out of the garbage, geez, you'd think it was the 1920s all over again. And this despite the serious trend which is the AFFLUENT customer, people with more money than month, so to speak. Anyway, the news was interviewing some small business owner, retail store or something. And being part of the ignorant masses, she was in complete agreement with the reporter, everyone's broke, nobody's gonna buy anything, the interest rate rises always hit us hard, we'll have to cut back on spending, maybe buy less stock, maybe marketing,... Mate, I don't even know if the intereview went on after that. Cut back on marketing? So, here's her plan: 1. I'm expecting less people to be coming in to buy stuff from my store. 2. I'll try and get less people to come in and buy stuff from my store. So...she's gonna be getting less money...therefore, she should try and get fewer customers... If that strategy makes even the slightest bit of sense to you, then please chuck out this newsletter, delete my emails, wherever you got this article, because I only want people reading who want to make MORE money, not LESS! I mean, I'm not pissed at her, she probably only has an accountant to go to for business advice. (Yikes) WHen faced with a crisis, here is what you MUST do: 1. Focus on MARKETING, on SALES, on TURNOVER, on CLIENTS, on CUSTOMERS, only on the thing which brings money into your business! EVERYTHING else that does not lead DIRECTLY to a sale of some kind is NOT your top priority! 2. Refer to number 1. Of course the other stuff, management, books & records, that's all important, but what good is it if you have no business to go back to tomorrow? Even if you're just not happy with your current profits, doesn't have to be a looming disaster, managing your cashflow, getting more sales, that is your number one priority. Believe me, there is a cashflow answer to just about any business problem you care to name. I mean, that's why the really successful business owners are always ready and willing to hire consultants, no mnatter what they charge. If a consulting fee is say $5,000, and he or she makes you $20,000 as a direct result, well, that's a far better return than any investment I know of. If you can take a $5 note and know you can turn it into a $20 note every time, how many times are you gonna do that? (And I'd be less than happy about only making a 4 to 1 return for a client as in the example above) Look, this lady's marketing is almost certainly crap anyway, she's probably got some yellow pages ad with lots of pretty pictures, a clever, witty business name and she's working 80 hours a week for $20,000 a year. So maybe it's a blessing in disguise, maybe she'll finally invest in a decent marketing course, a business coach of some kind. Hopefully I'll see her at one of my seminars soon! |
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posted by Brian Cassingena @
10:38 AM
 
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