Mistakes Small Business Owners Make that Can Be Avoided.

Posted by michaelringrose on June 29, 2015

Sometimes it is necessary to be blunt with your message. One can surf around the edges or endeavour to be subtle by hinting in a vague way as to what needs to be done or even imply that any criticisms are really meant for some other small business owner. Frequently, far too frequently, that is just not enough. When you see from cursory observation or detailed analysis of a business that it is simply not developing and definitely not making profit, it is time for any credible Consultant or Marketing Coach to lay the cards on the table, – face up.

A Marketing Coach is not worth the fee if his suggestions and advice do not land, in a coherent, constructive and relevant format in the mind of the client. The message should presented in a way that it should be clear to the client that to do other than seriously consider its import and where possible and practicable, to implement the recommendations, would be bordering on fool-hardy, to say the least.

But, if you follow much of the discussion on LinkedIn, for example, you observe many Consultants, Coaches and Mentors,  timorously dancing around critical business issues, with the delicacy of a ballerina, performing her piece in a pas-de-deux.  They become so transfixed with a sense of their own importance and spend more time and energy contemplating their “Style” and “Boundaries” and Models” that they overlook the really critical issue. They, perhaps, need reminding that the critical issues are, ” How can I help my client?”. How can I convey to my client, what steps he/she needs to take to, for example, attract more leads, increase the number of customers, increase the number of transactions they make, increase  sales and grow profits? These are answers that the business customer is searching for and when engaged in listening to his Consultant or Coach, the expectation is that clear, concise, coherent, constructive steps will be clearly set out for him.

In many instances Consultants and Coaches stop there. They take no cognizance of the capacity of the business owner to understand, not alone follow and implement their recommendations and suggestions. Many do not feel it within their remit to do so and simply undertake to identify the strengths and weaknesses of a given business and spell out what they are to the owner. Many feel is not their responsibility to worry about the capacity to understand or implement strategies for success.

That approach can be described as a “Cop-out”. It can be relatively easy to identify where the weaknesses are in a business. They may be many or few but it would not necessarily, in many instances, require a very high degree of perspicuity to identify key problem areas, nor in many instances, require high degrees of ingenuity to suggest practical resolutions.

Top Performers

Many businesses fail because the owners fail to get professional help. Observe the myriad of high performing athletes, across all disciplines and note that those who consistently perform at the top, the real high-achievers, all have the benefit of expert, professional coaches. The same can be said of top business men. They are not shy about seeking advice and insights from those who have been equally or more successful than themselves. Multi-millionaires and, billionaires boast about their own coaches and talk about the thousands of dollars they expend annually on getting up-t0-date coaching expertise to guide and mentor their activities. Far to often, sadly, small business owners rarely consider engaging a marketing advisor or coach when singularly struggling with the daily pressures and problems associated with running a business. They are so engrossed in the day-to-day management that they do not have the time, or feel they can allocate time, to seek out expert support.

They do not know the fundamentals required to successfully market their business and attract as many clients as their business can handle. They have no idea how to use their marketing to generate immediate cash flow. In fact, many doe not have a clear idea as to what marketing is supposed to do.

Marketing is meant to capture the attention of your target audience or market. It should stimulate the hope that your marketing will provide enough information to help a prospect make the best decision possible when buying what you sell. Fundamentally, it should lower the risk in the next step of the buying process. Addressing these three objectives will result in your prospects coming to one simple conclusion and that is, they would have to be an absolute fool to do business with anyone other than you, for the goods or services that you offer, regardless of price..

If you need more information or advice on growing your small business, check out our FREE Business Assessment.




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