5 Small Business Tips That Can Make a Big Difference

Perhaps the most frustrating thing about the mess we call our economy is that we did it to ourselves. In The Financial Crisis For Dummies we saw that, while almost everybody had a hand in getting us here, it all began with politically-motivated legislation and regulatory policies that had disastrous consequences.

And somehow, Washington has managed to make things so much worse by creating a climate of fear, uncertainty, and near panic. I believe Resort CEO Steve Wynn was right when he called the Obama administration "the greatest wet blanket to business, progress and job creation in my lifetime."

How did we do this to ourselves? We elected these turkeys.

Anyway, the other day my car was in the shop and, with a couple of hours to kill, I decided to take a walk around the business district of a Silicon Valley town and chat with some business owners. It was both a depressing and inspiring experience.

I was struck by just how tight consumer's belts have become. Necessities like auto repairs, pet care, and even health care have become discretionary. Owners shared tales of employees they've had to let go, long hours they're working just to keep the doors open, and how they'd love to hire but simply can't afford the cost or the risk.

On the other hand, every single person I talked to was optimistic about the future. Not only that, but they're all willing to do whatever it takes to boost their business. After all, behind every one of those storefronts are employees and bills to pay, families to feed, and kids to put through college.

Out of those discussions, observations, and my own experiences as a small consulting business owner, here are ...

5 Small Business Tips That Can Make a Big Difference

1. Family or locally-owned is good. It's an interesting phenomenon but, I guess when times are hard, people really pull together and become more community oriented. Many consumers will go out of their way to patronize family or locally-owned businesses, so if that's what you are, promote it. If not, try to act like one ... without being too disingenuous.
2. Comfort is in demand. Even in tough times - maybe especially in tough times - people will spend some bucks on whatever they find comforting. Of course, that's a personal thing: the atmosphere and friends at a local coffee shop, good quality chocolate, or low-cost ink-jet refills to print favorite pictures. Keep that in mind when you're doing your promotion, signage, etc.
3. Appearances matter ... a lot. I don't know why, but when times are hard and your down in the dumps, the last place you want to frequent is a shop with a broken sign, a dingy exterior, or dirt and dust all over everything. I mean, what does that say about the quality of its merchandise or service. The same goes for websites that look like crap or like the copy was written by a seven year-old. Clean up your mess and at least try to look professional.
4. Value sells. Sure, folks are looking for cheap, but they're also looking for value and deals and those are all different things. Trader Joe's looks as busy as ever because people need to buy food and its got good quality at unbeatable prices. I don't know what it is about deals - maybe it feels good to go home and tell your husband you got a case of his favorite beer for $9.99 - but just getting one feels good to folks.
5. Nobody has time or patience for incompetence. When a consumer actually walks into the place or picks up the phone and calls with a question, you do not want some clueless ditz with excuses like, "Oh, I'm not sure; I just started here last week and everything's so new to me ..." The next sound you'll hear is the phone hanging up or the jingle of the door closing behind him. This isn't the time to cut corners where the rubber meets the road, i.e. where your business meets potential customers.

Owners. You can increase your business by being flexible and doing things you wouldn't ordinarily do: customization, special orders, that sort of thing. Let people know you'll do whatever it takes to win their business. They can't read your mind, you know.

Customers. This is an obvious opportunity to get more for your money. I'm not saying you should take advantage of people or rip them off, but if they're happy to bend over backwards for you, take them up on it. That's a win-win.

Americans may be proud, but when it comes to business and putting food on the table, we're also practical.

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