In today's marketplace, products, buyers and sellers are all vying for the coveted
Pot of gold. That pot of gold is then translated into monetary value and this is
Where the fun begins. All of a sudden, hands begin appearing from unexpected
Corners and crevices. It seems that everyone toes enticed to a bit of the pie and
Your share just gets smaller and smaller. Is this what business is really like, or is
Something just not right here?
The answer is very simple. You and your product, or your business are under the
Control of only one master – namely you. When you allow any infringements to
Hang their hat on your door knob, then do not be surprised when pay-up time finds
You in the negative while all others are whistling as they walk to the bank. From
Suppliers, to advertising, to utility companies, if you do not take control then the only
One to point a finger at will be at yourself in a mirror. Costs, while many times are
Truly unavoidable, must be kept under control and as minimal as possible. If you
Are a service industry, then customer word-of-mouth advertising will boost your
Appointment calendar Much faster than the printed word. This is because everyone
Who spreads the word will always say they have used your service and can attest
To the quality. If you are selling a product, then a picture is worth a thousand words.
If it is an artistic endeavor, seeing is believing and the beauty or effectiveness of your
Particular ware should be seen so that the desire is implanted and the need is
Awakened.
What all this boils down to is that you must gear your expenses towards the most
Good or profit – while some ways work for certain types of businesses, others
Benefit most from creative moves and unconventional forms of reaching out to
Those who feel would benefit or would find your business important to their daily
Existence or plans for a happy life.
When you go through your monthly budget, check to see where your most sales
Have materialized. Did they abound because of your store's decor or accessibility?
Were customers beating down your door because word is out that you are the
Man / woman of the moment and your product is a must-have? Did your advertising
Dollars reach more readers or find it's way into more fireplaces as nights cooled?
While this may seem like a strange way of deciding where to put your operating
Dollars, remember that if you analyze and track progress, a definite pattern or road
Will appear and, by no means, change course or turn a corner at this particular time.
If, however, your bottom line is just that – rock bottom, then scrutinize your expenses
And venture into new territory and see what the results are. If waving a banner
From a space craft is the answer, then by all means head out to that launching
Pad. However, if just holding a neighborhood get-together to bring residents and
Your products / service together, then park your dollars on a bash that will attract
And tantalize.
Monthly expiration checks will begin to form a base for future sales and expansion
Or will definitely point you in directions that you may need to consider in order to
Bring business your way. A few moments at your desk or computer may just make
Or break next month's sales. Hopefully, it will be you whistling as you go to the bank
With the month's receipts.
ยฉ Arleen M. Kaptur
May, 2007
