Small Business Marketing Book Review – People and Your Business

What if somebody told you one critical key to business success was to practice the principle of the Golden Rule in your business? The idea seems to somehow run counter to so much of what we’ve been taught about business, doesn’t it? Yet, what if that same source convinced you through case-study after case-study that application of the Golden Rule in business actually leads to success?

Let us introduce Frederick Reichheld and his book The Loyalty Effect. While not a small business marketer, but rather an expert business consultant, what Reichheld teaches us about loyalty is worthwhile reading for any small business owner or manager.

Did we say “worthwhile”? Scratch that; pencil in the phrase “urgently essential”, instead. This book is that vital to a small company.

The Loyalty Effect focuses on three groups of people critical to business success: Customers, Employees, and Investors. For most small business, the investor is the owner, so for our brief review in this article we will focus on Customers and Employees.

Reichheld is a definite advocate of customer retention. He convincingly demonstrates time and again that small percentage increases in customer retention have huge impacts on profits. This read will be a just-right fit for those of you having problems focusing on the right customers. If you will take the time to trudge through this book, and really understand most of its principles (we found Chapter 8 to be the toughest) then not only will the marketing of your business improve, but so will your profits.

Isn’t that the reason for all this focus on marketing, anyway?

And Reichheld really opened our eyes to how important employees are in retaining customers. If a company treats their employees right, those employees become more efficient and productive in their daily tasks. Profits go up, retention increases.

Reichheld stresses again and again that a company’s prime mission needs to be creating customer value. Most of you in small business realize this, but it’s reaffirming to see hard-and-fast facts to back up what many of us intuitively know. Customers don’t come to a small business looking to boost our profits; they arrive seeking value. If we consistently create value, profit will come.

Another key point for small business owners is the importance of leadership. If you need to go down to the bookstore and browse through The Loyalty Effect before you buy it, flip over to page 246. Reichheld has studied several large and successful businesses, and concludes here that most of them had leaders with an “intuitive grasp” of how important loyalty is. This is critical for business success, regardless of business size. While not written to be a rah-rah inspirational book, Reichheld’s arguments and his examination of the role strong leaders play in forming great companies reinforces just how important to the bottom line it is for a small business owner to be a good leader.

So much of Reichheld’s book seemed familiar; akin to common sense…after we read it. Treat employees well and they’ll perform well for you; we’ll that’s pretty basic, now isn’t it? But we tend to forget, we tend to think we need to cut corners or just “improve efficiency” and that’ll lead to greater profits. In the short term it very well may, but Reichheld argues effectively that in the long run it’s only by creating value for our customer that we build profitable businesses.

Remember, People is the third element–along with Brand and Package–of any small business marketing success story. Taking a week or so and reading Frederick Reichheld over lunch or before lights out at night is a great way to hone your “people productivity”.

© 2006 Marketing Hawks

Find a Business Bank Account

A company bank account is a necessity, even if you own ran your own enterprise for ages. It can make for convenience and straightforwardness when balancing your stats. Not possessing a business account can cause a lot of troubles when you try to manage the funding associated with you small business.

A lot of business proprietors select to start their business bank account at the same monetary place where they do their personal banking. Many say that since you already have a connection with the business that you can depend on these people to be more encouraging to you and understanding. This does not mean that you should just open a company account with your present-day financial organization and not examine out the competitors. It is very probable that the financial association that delivers you the best deal on your personal bank account be higher than one more bank in relation to a business account. Every single financial institution delivers varying products and expertise to their customers. It is essential that you look for a bank that offers many advantages for you circumstance.

There are a few points I can provide to anyone regarding obtaining business bank accounts. Contrasting financial institutions for their advantages and added benefits for your circumstance can be a bit daunting. Most of us don’t care about the ins and outs of the banking world as long as our cash is there when we need it, even so, there are a few things you should look at finding out prior to beginning a bank account with a certain business.

1) Do they have a specific unit devoted to providing advice to small businesses?

2) What are the versions in the types of business accounts that they give?

3) Are their fees that will accrue when using specific products accessible with the business bank account?

4) When are costs borne for transactions? It is on a per transaction basis? Or a flat monthly amount?

5) Are their any hidden expenses that might sneak up on you in the foreseeable future?

When choosing upon a financial institution to manage your business account, you will need to figure out how each bank could help you in your banking transactions and figure out how you manage your business goes along with their expert services provided. Normally you will find that a fixed-fee account will be a more sensible choice for you if you deal with large amounts of transactions monthly. This will negate having to pay out individual fees for each transaction. If you find that you need to have a business account that offers you with the ease of free direct debits and standing order availability, it is critical that you go with a bank that offers these services. Don’t settle for less than you demand.

You always have the option of starting different business bank accounts with various banking establishments if you cannot find one financial institution that meets all of your needs. Find banks that can supply you a better deal if you have several accounts with their company.

The next accounts might be essential to have for your business dealings.

Current Business Bank Account: This account is used on a daily basis to cover expenses. Find a financial establishment that offers this type of business account with competitive interest rates.

Loan Business Bank Account: This account is used to monitor your loan accounts. Research the financial institution’s options regarding loan accounts. Many times it might be better to go with a personal loan instead of a business loan.

Foreign Currency Bank Account: This type of account is essential when dealing with overseas business dealings. This sort of account can help to save you from being billed several conversion fees.

You should keep watch on all of your business accounts regularly. One way to help you to do this with ease is by banking online. Usually if you open a business bank account online, you will get lower charges than if you had went into the bank to start your account. Granted, this is not always the case, but it is a definite possibility.

Find and Compare the Best Business Bank Accounts

Small Business Marketing FAQs

What is a small business? The government has introduced certain criteria including the number of employees, annual receipts, affiliates and other applicable factors to identify a small business. It can be quickly determined by using SBA’s NAICS (North American Industry Classification System) Lookup. Enter the business description; NAICS will locate the business type in the resulting table.

What is marketing? Marketing refers to the commercial processes involved in promoting, selling and distributing a product or service.

What does marketing involve? Marketing is an organizing tool. The four basic aspects of marketing include the four Ps such as product, price, promote and provide. It involves market research, formulating strategy and selling based on two important principles. The first principle states that all company policies and activities should be directed toward satisfying customer needs. The second is that profitable sales volume is more important than maximum sales volume.

What is marketing strategy? Marketing strategy is the summary of the marketing goals. It is the formulation of the methods used to achieve the marketing objective.

What are the major constraints for small business marketing? The major constraints for small business marketing include budget limitations, lack of adequate resources and tough competition.

What are the important collateral marketing materials? Collateral marketing materials consist of printed marketing materials. They include brochures, business cards and news letters.

What is the importance of advertising in small business marketing? Advertising plays an important role in small business marketing. It helps to influence people with attractive marketing materials such as banners, sign boards, magazine and directory ads as well as trade booth displays.

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