Boost Your Business : An Expert's Tips

Russians now buy and rent more properties than the British, German and Scandinavians. Celebrated as big spenders they need services like yours. Increasingly, businesses like yours, carry their introduction in Russian language too.

Example: Apex Building Services welcomes Russian speaking clients. Established in 2002 we have an excellent local reputation. Apex Building Services offer a professional service, a free survey and guarantee customer satisfaction at reasonable prices. Call us now on 662 067 490 or email apex@yahoo.co.uk.

Apex Building Services Наша компания, основанная в 2002 году, обладает отличной репутацией. приглашает к сотрудничеству русских клиентов. высоко профессиональное обслуживание, бесплатное обследование объектов, гарантии клиентам и разумные цены. Звоните нам сегодня по 662 067 490 или по электронной почте apex@yahoo.co.uk.

For just €30 I offer a ‘cut and paste’ 40-word welcome to your business in perfect Russian. This can be placed on your marketing material, fliers, business cards and website content. Up to a total of 60 words is €20 extra. I aim for a 48-hour service after the fee is transferred. Cordially yours, Nadia Walsh. Contact 662 067 490 or email: accessrussian@yahoo.co.uk

A favourite of mine is, ‘don’t sell the steak sell the sizzle.’ Let us translate that suggestion. When Nadia arrives at the butcher‘s shop she is asked if she might like half a kilo of prime steak. She declines.

Perhaps sales would double if the butcher’s greeting had gone along these lines. “Nadia, I believe you’re a great cook. Imagine tonight a sizzling steak on a platter, topped with onions, mushrooms and whatever else you fancy.”

This approach can apply to any product or service. I recall a trick used by timeshare salesmen. It was called the ‘takeaway sale’ and worked a treat. The salesman or woman would outline the advantages and cost effectiveness of the timeshare deal. Then, just as the customer was steeling himself for the hard sell, the salesman would gather up his pictures and papers. “Unfortunately it isn’t for you,” the salesperson would say. He would give a spurious reason for turning the offer down.

The customer’s jaw would drop and most would plead that indeed they could qualify for it.

Among my other favourites are, ‘always exceed your customer’s expectations and you will never again need to advertise.’ This piece of advice came from Pam Morgan who, with her husband Steve, built the UK’s biggest private homebuilding group.

How does this translate? You tell your customer that the standard taps, washbasin or towel rail are out of stock. You are going to put the more expensive one in but keep the bill as agreed.

Use your imagination as to how this might apply in your own trade. Friends of mine were ever so pleased because, at an often used restaurant, a free complementary salad was delivered with the compliments of the chef. The salad probably cost a few coppers but he saved a fortune on advertising. His customers did that for him.

Try this for size. ‘Find out what the customer wants and then sell it to him.’ Example, I need a new laptop with software included. The salesperson can sell me what he wants to sell for I am a trusting customer. However, his selling me what he wants does not necessarily mean it is what I need.

The better salesperson will first ask me what I use my PC for. The smart one, on my first enquiring, will offer me a questionnaire setting out the information that will provide him with the information needed to give me what suits my purpose best. I used this method when selling Spanish properties. This was really appreciated by Spain-based agents. They told me the average conversion ate was 1 / 3 but mine was 8 / 10. It really is a win-win situation.

Michael Walsh has been writing for international media for over thirty years. A former regional executive for the Guild of Master Craftsmen, Britain‘s premier quality assurance business association, for twenty years he assessed, advised and trained over 5,000 businesses from one-man operations to household name companies. He also represented the Federation of Master Builders.

A retailer for eight years, he was secretary of his town’s small traders association. Having now ‘retired’ he spends much of his time blogging, writing for media and ghost-writing. His special interest is his poetry for which he has earned international acclaim. He welcomes enquiries from businesses who wish the website content improved or translated into Russian.

In the face of falling demand and intense competition every order has to be fought for. Getting it right isn’t an option; it is a survival strategy. Business owners often become complacent leading to a haemorrhage of lost orders that can cripple a firm. Most failings are avoidable. Here are twelve tips to help you survive the crisis.

By following these basic rules you can double, even treble your turnover without it adversely affecting your outgoings. ©  quite_write@yahoo.co.uk

A tale of three restaurants. Nadia and I very often check out a new restaurant by dropping in for a glass of wine. It is opportunity to check ambience, service, and prices. I always explain to the waiter we have already eaten but will visit again. On each occasion during July all restaurants were busy and making up for the famine months. God bless them, the meals weren’t cheap. We call it making hay whilst the sun shines.

Restaurant 1. From one waiter at least there was a friendly welcome and service, good price and a complementary bowl of olives. The views were spectacular and the price very reasonable. We weren’t made to feel unwanted because of the paucity of our order that night.

Restaurant 2. Waiters were harassed and showing it. With all the time in the world we took an unused table. Moments later, we got up to move to another section and the waiter ran after us to implore us to stay.

We did so and then, having explained we had already eaten and on this occasion a bottle of wine and two glasses would be fine, he was sniffily dismissive. He directed us to a small bare wooden table with rudimentary chairs. We two experienced at first hand price-apartheid. It was like being told to use the tradesman‘s entrance.

Restaurant 3. The restaurant wasn’t busy so a couple of wine drinkers would at least have the advantage of showing someone liked the restaurant. Fail! They don’t serve wine on its own; a meal has to be ordered.

In such cases we two could be worth a lot of future custom. When we (and you) are treated well we take friends, associates, we recommend, and we do so over and over again. Such a dry-run visit is a golden opportunity for a restaurant owner to welcome newcomers, become friends, and find out a little about the clients and to set out his stall.

In fact we habitually dine with friends every Sunday. Our party numbers six and our total spend is about €80 x 12 months = €960. Profits: About €850.

Guess which of the three restaurants mentioned will be potentially profiting from our custom in the future. Now you know where the term ‘dumb waiter comes from. One could be philosophical and say well, if they had any brains they wouldn’t be waiters. That could get me shot by the Bolsheviks so I will keep my mouth closed.

quite_write@yahoo.co.uk

Why does routine printer ink replacement need to be so problematic? I have a bog standard €49.95 HP DeskJet 1050. I sensed trouble when I first needed to replace cartridges. I ‘wasn’t disappointed’; the shop sorted it.

The second time I needed to change the cartridges it was far worse. The screen tells me it will not accept compatibles - though these are, under EU law legal. Trying to get it to function would try the patience of a saint.

Back to the shop. The expert works on it for 10 / 15 minutes during which he goes through a procedure of mind-boggling complexity. If he can do that he can remotely land a craft on Jupiter’s surface after it has looped several other planets during its trajectory.

I once again get it home and the printing is crap. There is no ‘maintenance’ option. I give up after about 20 minutes and take it back to the shop. It will be ready tomorrow - hopefully. The shop’s proprietor says he has sold a few HP 1050s, no problem. Really?

All this palaver simply to change cartridges. The entire morning gone; three visits to the store. I have been replacing ink cartridges for years. My wife, who is computer literate, was bemused too.

According to a newspaper investigation the ink cartridges I paid €42 for contains about 10c ink in each. Okay, so this is why printers are inexpensive? Not so. In truth, with advances in cheap Chinese mass production manufacturing, there is likely to be a tidy profit from the €49.95 printer. I won’t lose any sleep over a so-called loss-leader.

With the benefit of hindsight I would have been better off, time and money, by buying a new printer - not an HP printer, with cartridges installed. How crazy is that? When that sort of situation arises there should, in my opinion, be a ‘Customer Beware’ notice on HP products. I think the term, ‘Not fit for purpose’ applies. God forbid HP ever starts manufacturing cars.

I think Hewlett Packard and its customers would be best served by their company producing a printer that actually works. One that is user friendly and their providing printer and ink cartridges that cost a reasonable price. Is there an alternative? Do we really want to go back to typewriters? The FSB (Russian Secret Service have). I rest my case, m’lud.

quite_write@yahoo.co.uk

Have you stood in a queue that never seems to move? Perhaps desperately looked around a department store for an assistant, or rolled your eyes and muttered about poor service in a restaurant? If so there may be the perfect job for you. Why not apply for a position as a mystery shopper?

If your business is dependent upon the advertisements you place in freebie ad-papers you are likely throwing good money after bad. The ad-paper is not working for you; you are working for the ad-paper.

To be solely dependent upon an ad-paper is like a guitarist strumming on one string. There are many ways to attract attention to your business. Let me run a few options through with you. Remember, these were gleaned over twenty years as a business-vetting manager for Britain’s premier quality assurance trade association.

A restaurateur invested a great deal of money in a new restaurant. Under no illusions, he was painfully aware that over time, newspaper advertising would cost him as much again. Fortunately, a friend of his was a man with marketing shrewdness.

They hit on a plan. The owners of the town’s many hairdressing salons were invited to attend the opening night and to bring their partner with them. Everything was free including the entertainment. A fabulous night was enjoyed and for weeks afterwards, those who attended shared their experience with their salon clients. These in turn checked the restaurant out. This one bright idea filled more tables over time than expensive advertising ever could.

The actual financial outlay was reasonable. These included staff wages, an entertainer and 10 percent of the menu costs. Probably about the same as a single half-page advertisement in the newspaper.

A tradesman I knew never advertised but was constantly busy. How did he do it? Simple, when he finished a job he politely enquired as to his client’s satisfaction. He then said, “I am glad you are happy with it. I wonder if I could ask you, do you have family or friends who might be interested in my service?” You now know why this bright spark never needed to advertise.

Talking of which I spent an hour or so in the delightful company of Pam Morgan, wife of Steve Morgan. Pam was pivotal to Redrow Homes becoming the UK’s biggest house builders. I asked the lady what advice she would give to other business owners. She replied, “Always exceed your customer’s expectations and you will never need to advertise.”

We all know them; the businesses we no longer give our custom to. We now go to their competitors because we have been offended by the attitude of a staff member. Try this: Offer staff an annual bonus of 5 or 10 percent of the company’s profits.

If you do so, they will have a stake in being attentive, courteous and encouraging customers to return, to recommend or bring friends to your business. Believe me, their annual bonus will be a very small part of your increased profitability. Think too, what fun you will have at the annual awards ceremony when handing those cheques out.

These are just a few ideas of a great many. If you want to thank me this is easily done. If your business has a website or marketing content that needs editing, correcting, and improving with added flair, send it to my desk. We can work together as we make a great team.

Michael Walsh. quite_write@yahoo.co.uk