My 7 Most Important Business Lessons
By Michele Schermerhorn
Millions of people start new small businesses in the United States every
day. Many fail at running a small business every day. What causes one
business owner to succeed where another fails? There are seven key areas to
focus your efforts for a successful small business. It starts with knowing
oneself and ends with not being afraid to ask for help.
1. Know Yourself
Having your own business is more than just creating a job for yourself. To
be a successful small business owner, there are many personal sacrifices you
will be required to make. You have to be willing to make them. By knowing
yourself and what is truly important to you, you will be able to make these
choices far easier than if you have never considered your priorities.
Your basic roles in a small business are in marketing, planning, finance,
and administration. To get the best results, it is rare for one person to
play all these roles equally well. You must know which parts you can handle
yourself and which parts you're going to need help with. That's why it's so
important to be objective and take a close look at your overall strengths
and weaknesses. Ask yourself the following questions:
- Do you plan before you take action?
- Are you willing to hustle for the sale?
- How financially savvy are you?
- Do you have a well thought out plan? And, do you work the plan?
- Do you know how to make sales happen? Can you ask for the sale?
In those areas where you assess yourself as weak, you can ask for help.
2. Ask For Help When You Need It
When you’re young and unseasoned, you tend to think you can do anything.
This is a recipe for disaster for the small businessperson. If you insist on
doing everything yourself, you will work 16 hours a day and not do some
Remember, getting results is what counts! With outside advice and
assistance, your quest for a successful business can be accomplished faster
and with far fewer bruises than doing it yourself. When I started my first
online business, I even created by own website. In retrospect, this was a
big mistake. It took me far longer to create my site than having a more
experienced person do it. Start equating every second of your time with
money. Your time isn’t free. While you are trying to do everything, what’s
falling through the crack?
Don't be too proud to ask for help, we all need help sometimes. With the
Internet, the small business owner has a wealth of experience available to
them. Why not take advantage of the many resources, paid and otherwise,
available to you? Join a small business forum, like the Small Business Forum
(www.smallbusinessbrief.com/forum/) where you can exchange knowledge with
other small business owners. Access the millions of online articles on every
business subject you can think of at ezinearticles.com.
Qualified sources are also available from your local government offices and
other professional services. It is important to recognize -- what you don't
know can end up costing you money and greatly reduce the chance of achieving
your business goals.
With all that knowledge, you need a plan of action.
3. Action Planning
I like to call it “action planning” rather than “planning”. Action is the
only element which turns a plan into reality. Many people are great at
planning but they suffer when it comes to follow-through. Successful small
business owners are action oriented. But that action starts with a plan.
According to leading authorities, the main reason 80% of all new businesses
fail within the first five years is not money, but the lack of planning. If
you want to succeed, the trick is to know how to make right the decisions by
implementing an effective business plan. Remember, if you fail to plan, you
might as well plan to fail.
A business plan should include how you will finance the business, who will
perform certain critical business functions, the license and permits
required, accounting method, as well as what you know about your prospects
4. “Mind Meld” Your Customer
Just knowing your customer isn’t enough for long-term success in your small
business. In Star Trek, the Vulcan race had the ability to perform a mind
meld. At the time of the mind meld, they could see, think, and feel
everything their partner was seeing, thinking, and feeling. This is how
close you must come to understanding your customer. The closer you get, the
more successful you will become.
Are you listing to your customers? Make it your business to give your
customers what they want and they will buy from you. They are the reason you
are in business, and your future depends on them. The products and services
you provide should be a direct reflection of their needs. Think in your
customers' terms; buy, show, sell, and say things that interest them, not
you. Don't forget, it is the customer that determines whether or not you
succeed. They vote every day by where they spend their money.
Reflect on the following questions:
- Do you know the reasons why customers shop at your store? (service,
convenience, price) If not, ask!
- Do you seek suggestions from your customers on ways you can boost
- Do you use a store or online questionnaire to aid you in determining your
- Do you stay in contact with customers on a regular basis?
- Do you ever try to re-establish a relationship with lost or inactive
A key to success lies in knowing your customer. The other half of the
equation is to know your industry.
5. Know Your Industry
You can gain the greatest competitive edge if you intimately understand your
industry. You must know the ins and outs of your particular products and
industry. You should know every competitor as well as their strengths and
weaknesses. It’s in your competitor’s weaknesses where you will most
frequently find your own success.
Your competitors size, services, location, marketing approach, type of
customers, suppliers, and pricing strategies should be as well known to you
as your own. Your local business climate, median household income, level of
education, ethnic population, and the other demographics of your potential
customers should be second nature to you. To prosper, you must know the game
and the playing field intimately.
Many people focus upon these areas but still fail. Why? They focus more upon
the product than the finances of the business.
6. Maintain Good Financial Records
If you don't know where your money is going, it will soon be gone. The "game
of business" is played with products and customers, but the score is kept in
dollars and cents. Good financial records are like the instrument panel on
your car, they keep you posted of your speed, fuel level and engine
condition. Without them you're flying blind trying to pace the other cars.
If you know how much you're spending, buying and selling, you can take
control and help your business make more money.
- Do you have basic accounting knowledge? Or, do you have someone you trust
to keep the books?
- Do you maintain every receipt you obtain through the running of your
- Have you computerized your business to streamline everyday tasks and
- Do you use sales forecasts, expense sheets, and financial statements on
regular basis to assess the progress or your business?
- Do you evaluate your operating expenses and make necessary changes on a
Many people erroneously believe good record keeping is for the government
and those financial obligations. They are wrong! Good financial record
keeping can help your business succeed. Use the financial information
available to make improvements to the operation of the business and improve
profits. Remember through it all, the old adage “cash is king” is true.
7. Manage Your Cash
It doesn't matter how unique your store is, your business can't survive
without good cash flow. Cash is the lifeblood of your business. The money
coming into or out of your store is the vital component that keeps your
business financially healthy. For profitability, more cash must come into
the business every day than goes out of the business. You can have the
greatest sales in the world, but if it’s all in receivables, how will you
pay your bills?
A monthly Cash Flow Statement is a critical business tool. It shows the
amount of money at the start of a period and how much cash was received
during the period. It identifies the various sources of incoming cash and
the reasons for outgoing cash. Budget wisely. Know the sources of your
monthly income and expenses. Then, you won't have to worry about running out
of money. And that is a good thing.
Like any game, the game of business has rules and tools. Those who excel at
the game, play it better than their competitors. Keep focused upon these
seven critical areas and you will succeed. Remember, Albert Einstein once
defined “insanity” as doing the same thing over and over again and expecting
a different result. Isn’t it time you changed the things you are doing so
you can succeed? I think the time is now!
Michele Schermerhorn calls herself a “Corporate Freedom Fighter” dedicated
to freeing cubicle prisoners to experience their own successful online
business. She has over 30 years experience in the business world and over 12
years running her own successful online businesses. She is President of
Online Business Institute Inc. (http://www.obinstitute.com), authors a sassy
marketing blog (http://www.imarketblog.com), and regularly conducts free
online seminars. Online Business Institute Inc. exists to “Create Successful
Online Business Owners One Person At A Time”.
Article Source: http://EzineArticles.com/