It’s funny how problems change.
At one time, my biggest challenge was making money. This year I paid considerably more in taxes than I once had as my hard-to-imagine-hitting income goal.
These days, neither I or most of my clients and coaching members seem to have any trouble in the income department.
The biggest demographic trend we’re all adjusting our small business marketing to is mass affluence. For most of my clients, businesses I’m involved in, and personally, our biggest problem is spending money productively.
Our problems are employees and vendors. I walked into my dry cleaners the other day, and the owner erupted:
“I’ve been on vacation for a week. I may never go on vacation again. A person’s ticket says eight pair of pants. How hard is it to count to eight?
No, they give him his pants and somebody else’s pants.
Wrong clothes to different people. Lost clothes.
Today I fired them all. You are looking at him: the only surviving employee here of six.”
This happened on a day I’d just finished hearing from two vendors who couldn’t manage to do anything right. Both in a fight with each other.
One of those days where I became convinced incompetence and apathy have nearly replaced diligence and pride altogether.
If you are in any sort of service business and actually focus on meeting your customers’ needs, are responsive and reliable, you ought to be banking a fortune right now. Most who are, are.
Here’s a small business marketing tip for you: If you are a top flight service provider who actually can be relied on, by all means, shout it from the rooftops, promote with shocking, outrageous guarantees.
Now is the time to leverage real excellence to premium prices, high margins and to magnetically attract the affluent customers for whom lowest price is NOT the deciding factor. They’re all around you, in fast growing numbers.