Welcome to BIG AD EMAIL EZINE AUGUST 7TH 2004 issue
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Are You Making These Mistakes In Your Business?

You’ve probably heard the statistic that 95% of small
businesses fail in the first five years. That’s not a very
encouraging number! Although being part of the 5% that
succeed is not easy, it’s definitely possible. What it
takes is a lot of common sense, some marketing and sales
skills and the ability to learn from the mistakes of others.

To get you started on the road to success, here are three
of the biggest mistakes small businesses make and some tips
to help you avoid them:


Mistake #1: Having a Poorly Defined Sales Process

The key to making money with any business is to stay
focused on how you can “sell”, “sell more” and “sell more
often”. Unfortunately most businesses don’t consider all of
the ways they can make money from customers and end up
losing potential revenues.

There are three ways you can make money from your site:

1. Get More New Customers – This is the sales activity that
most small businesses spend 90% of their efforts on.
Although it’s an important element of your sales process,
it’s only one of three ways you can make money. Don’t
neglect the other two because you’re focused on only
attracting new customers.

2. Make More Money From Each Transaction – Upselling is the
process of increasing the value of a customer’s order.
Offering additional products and services at the point of
purchase is an effective way to increase the value of the
transaction.

3. Sell More Often To Existing Customers – Existing
customers are the least expensive customers to sell to.
Why? Because they’ve already purchased from you once so
they trust you, you already know what they’re interested in
and you know how to reach them. Use these facts to your
advantage by following up with existing customers on a
regular basis and offering them more products and services.
This process is known as backend sales and is one of the
most overlooked revenue sources by small businesses.

A well-defined sales process will include all three of
these. If you’re missing any of them you need to rethink
your strategy from the beginning. Start with your first
contact with a customer and walk through step-by-step how
you’ll take them from never having heard of you to being a
lifelong customer.


Mistake #2: Not Learning What Makes a Website Sell

If you’ve been online longer than five minutes you know
that the “build it and they will come” mentality doesn’t
work. If you want your business to succeed you need to
learn how to make a website that sells.

Some of the best things you can do are:

- Build Trust - Providing testimonials, free trials, money
back guarantees and a Privacy Policy will all help your
customers trust you. The more confidence people have in you
and your ability to deliver what you say you will, the more
likely they’ll be to take the action you want.

- Keep Your Product Offers Relevant - No matter how tempted
you may be to promote an unrelated product or service
because it pays a high commission, DON'T! There is an old
saying that you should keep in mind at all times, "stick to
your knitting". In other words, stick with what you've been
doing.

- Get An Email Address For As Many Visitors As Possible –
This can be when they order, sign up for your newsletter,
request an information package, enter a contest, request a
special report, sign up for a trial/demo, or whatever
action makes sense for your business. Having this address
allows you to follow up with them and turn them from
prospects to customers.

- Make The Perceived Value Extremely High - The higher the
perceived value of your offering, the fewer objections you
will receive. To add value, consider additional products
and services you can offer to purchasers. This can be a
special report, an ebook or even some of your time. Just
make sure that whatever you offer it's not readily
available for free on another site. Otherwise this
technique will have the opposite effect and make your offer
look less valuable.


Mistake #3: Not Treating it Like a Business

Too many small business owners fall into bad habits early
on and end up treating their business more like a hobby
than a business.

Here are a few things you can do to treat your business
like a business:

- Stick To A Schedule – Just like you would with a regular
job, develop a work schedule for your small business and
stick to it. This will keep you focused and you’ll be more
productive.

- Get Help When You Need It – You can’t be an expert at all
things. If you don’t know how to build websites, write copy
or do the accounting, find someone who does. Doing so will
let you focus on what you do well instead of wasting your
time and leaving you frustrated.

- Work Hard At It - That’s right, good old-fashioned elbow
grease will always get you further then searching for the
“secret to success”.


Are you making any of these mistakes in your business? If
so now is the time to make some changes!


-----------------------------------------

This article is an excerpt from the Special Report by
Jennifer Tripp, “The 7 Biggest Mistakes Small Businesses
Make  – And How You Can Be Smarter!” To get your copy of
the entire report visit
http://www.mysmallbizcoach.com/sevenmistakes.htm

   
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