A Quick Guide To The Marketing Benefits Of A Greener Business

/in , , /by

A Quick Guide To The Marketing Benefits Of A Greener Business
Photo courtesy of Gui Seiz

There are plenty of reasons why businesses all over the world are becoming more eco-friendly. It’s a money-saver, for a start. All those high electricity bills, waste paper – it all costs you far less when you try and limit the use. But, one of the most overlooked benefits of running a greener business is that it is great for your marketing efforts. In this brief guide, I’m going to outline some of the reasons why.

It’s an instant profile changer

You hear a lot about ‘values’ in business these days. And, let’s be honest, most of them are nonsense. But with a greener outlook, you have something to shout about. Embracing a more eco-friendly approach with your company places you in an area that is more interesting for more people. And, it works on a local and national scale. Journalists will be more likely to pick up on your story, and, in essence, it gives you a much wider field to play on.

You make up your customer’s minds for them

We’ve spoken before of one particular problem that many businesses face when trying to build their customer base. It’s all about what makes buyers choose one product over another. Some people will buy only when they are at that stage of the sales cycle. Others will prefer a color or a brand name. And, most importantly for this article, some will buy for ethical reasons. People actively look for companies that embrace a green outlook. Nobody actively seeks out a business that damages the environment. So, it’s a no-brainer: pursuing eco-friendly values will make you more appealing to a large part of the market.

It’s trackable

One of the oldest marketing techniques in the book is sending out literature or greetings cards at certain times of the year. You can track these – to an extent. But, in most cases, you never know whether those flyers and leaflets end up in the trash or whether you get a direct response. It’s also a tremendous waste of paper and printing, especially for unsuccessful campaigns. However, try those marketing methods online and it’s a different story. Whether it’s holiday ecards for business customers or special offer emails to customers, you can track it all. You can see who opens them, who responds, and you can get a better grasp of what works – and what doesn’t.

You get access to your local community

With the web being all encompassing for marketer’s minds these days, it’s easy to forget what your local community can do for your business. It’s a strong market that can give you a backbone for growth, and local firms from different industries often work with one another. If you embrace a greener strategy, it’s something you can champion at a local level. That gives you access to all the other businesses in your area that are doing similar things and puts you on a pedestal of sorts.

So, there you have it: some simple ways that show going green can give your marketing a boost. Let me know if you have any ideas on how you can change things for your company and I’ll get right back to you. See you again!

Strategizing for Success: Keys for Planning Annual Sales & Marketing Goals, part 1 of 2

/in , /by

Each fourth quarter as the New Year approaches, it’s prudent to prepare a profitability plan for the coming year, especially with respect to your sales and marketing endeavors. Doing so can give you a notable competitive edge, particularly given the extraordinary number of professionals that don’t bother producing this strategic tool. But, whether developed before or after the start of the New Year, the importance of creating a tactical plan for sales and marketing success cannot be overstated. Here’s how to set yourself up for annual planning success.

Successful annual planning requires one key ingredient: your mindset. Indeed, the first step towards successful financial planning is setting an intent to successfully complete your plan. What doesn’t get scheduled doesn’t get done. Make a commitment now to complete an annual financial plan by midnight of December 31. If you need some help getting this done, you can sign up for my annual Sales and Marketing Plan training and you’ll have an opportunity to submit your plan to me by December 31. If for some reason you don’t end up reading this until after December 31, make a commitment to create an annual plan over the next month so that you have it ready by the start of the next quarter.

Hi there! This article is available for free. Login or register as a StrategyDriven Personal Business Advisor Self-Guided Client by:

Subscribing to the Self Guided Program - It's Free!


 

About the Author

Eric LofholmEric Lofholm is a Master Sales Trainer, author, business success guru, communications expert and lauded speaker who has presented his proprietary, proven sales and success systems to Titans of Industry and thousands of other professionals world-wide. He founded and serves as CEO for Eric Lofholm International, Inc. — an organization that professionally trains achievement-minded individuals and employee groups on the art and science of selling. Connect with Eric online at www.SalesChampion.com.

Can You Really Turn a Hobby into a Business? part 3 of 3

/in /by

Your ‘Why’ Should Not Be Because You Hate Commuting

In his book Start with Why?, Simon Sinek challenges what and how thinking. While what and how are the yin and yang of everything, why is the driving force. So why didn’t I start the article with the why? Because the hobby-to-business process is agile rather than step-by-step – you need to consider each of these areas over and over; you can refine your why as you go.

But first, ask yourself why you want to make a career out of your hobby? Boil down the essence of your purpose because it will drive you to success. Without identifying the why you will not tap into the real reason you are changing your life. If that sounds bold, it is—you’re changing your life for a reason and you should be able to explain what that reason is; whether it’s to save your health, become the person you were told you couldn’t be, or because the real you is not stuck in a call center, defining the real, fundamental reasons why you want to transform your passion into your business will help you ultimately be more successful. Try to complete this sentence:

Hi there! This article is available for free. Login or register as a StrategyDriven Personal Business Advisor Self-Guided Client by:

Subscribing to the Self Guided Program - It's Free!


 

About the Author
Nick Goode is the Global Commercial Director of Sage One, Sage’s cloud accounting and payroll solution for start-ups and small businesses. He is accountable for the commercial, channel, product and marketing strategy for Sage One worldwide. Nick was previously Head of Sage One for Sage UK, and prior to that, Head of Marketing for the Accountants Division at Sage.

Can You Really Turn a Hobby into a Business? part 2 of 3

/in /by

Business Is Both Fun and Dull All The Time

Fun is a small word with a huge impact on our lives, so it makes sense that we’d prioritize injecting fun into our business lives whenever possible. And, if you’re thinking about becoming your own boss, the ability to capitalize on fun is definitely one of the advantages: you can wear whatever you want, play music while you work, control the tone and presentation of your product—you’ll be in control of a lot of fun, new components of your business.

However, even the most fun business is still just that – a business. There are a lot of decidedly un-fun and dull responsibilities that your business requires to remain successful and profitable. Finance, administration, inventory – these are all things most small businesses owners do not go into business to learn how to do. That being said, there are ways to help minimize the impact of these dull tasks so you can focus on the fun stuff:

  • Get a bookkeeper or an accountant from day one. Explain that you are a very small business on a shoestring budget, and that you don’t need corporate advice – you just want to get the basics right.
  • You’re going to want mobile and online offerings first, so find a bookkeeper who does the same. You’ll get the advice and help you need without spending time and money travelling to meet them in person.
  • Use an accounting app that your bookkeeper recommends. Every dollar you spend on your business counts towards your success.
  • Learn the basics of accounting, invoicing, expense management, tax returns, and cash flow. Accept that your success depends on it. You don’t have to be an expert but you will fail without mastering the basics of accounting.

For everything else you need help with, use sites like www.upwork.com and www.peopleperhour.com to get freelance help. These sites offer experts on demand and at an affordable price.

Do The Math and Get More Help

Fundamentally, every business needs to answer this simple equation to find success: revenue minus cost. To make sure your business is financially stable, start by figuring out how much income you need along with how much product you need to sell, and what your costs are. Then you’ll need to calculate how to manage the cash flow (the money you need to make the business work) as you ramp up. Keep going over these numbers.

If you are useless at numbers, don’t give up—get help! It’s a given that you will be weak in some areas of your business – after all, your passion for your hobby is not enough to keep a business up and running smoothly. The good news is that anyone in marketing, finance commercial management, product management, or your bookkeeper can help you. And don’t forget your friends and neighbours: your community includes people who will do things pro bono, provided that you can help them back. Be open to this. The social-first generation is all about mutual support (and that’s what makes it awesome!).

About the Author
Nick Goode is the Global Commercial Director of Sage One, Sage’s cloud accounting and payroll solution for start-ups and small businesses. He is accountable for the commercial, channel, product and marketing strategy for Sage One worldwide. Nick was previously Head of Sage One for Sage UK, and prior to that, Head of Marketing for the Accountants Division at Sage.

The Big Picture of Business – Business Success Checklist

/in , /by

When you own and operate a business you need to have certain procedures for an efficient and seamless function. Sometimes the difficulty of managing your time makes for a haphazard operation. An inefficient operation results in unproductive activities which often miss the point and worse yet, result in wasted time and wasted resources.

One of the ways in which you can optimize your business activities would be the focus and attention to detail that a checklist can stimulate. Here is my own business success checklist that will help you optimize your activities for a more efficient and purpose oriented endeavor. Success is inevitable.

Clearly defined purpose.
Having a clearly defined purpose will focus your activities to a customer-oriented perspective. When a business loses sight of the customer and what they really need they often run into difficulties. Your clearly defined purpose can also center the attention and be a source of inspiration for your employees.

Provide leadership.
A leader’s purpose and job is to give direction and purpose and motivate his people. Leaders must also provide support for the emotional needs of their employees while they are at work and even sometimes when they bring personal concerns to the working place. The business absolutely needs energetic and emotionally mature leaders for it to prosper.

Focus on excellence.
When a company is content with being merely mediocre it may survive but it will never do extremely well. The company must have an emphasis on high standards, a desire to create and give value to customers, accountability to the employers and to your customers, and the drive to learn. If these are incorporated into the culture of your company a culture of excellence in all things will soon be prevalent.

Plan for the future.
When your business has contingency plans for future scenarios you will seldom be caught by surprise. You never know when the next big recession will hit. Most successful businesses have planned responses to most scenarios because they took the time to think “What If”. It is important to identify swings and trends so that innovation can remain a strength of your business.

Instill discipline.
This is often an unpopular issue but this is a critical matter. The sharp focus and direction on your objectives and goals can only be maintained with constant monitoring of your procedures and processes. Whether your focus is on customer service, profits, investing, marketing, or company growth a constant awareness of your current position in relation to where you want to be is essential.

Business Success Checklist

1. The business you’re in

  • Study and refine your own core business characteristics.
  • Understand “The Business You’re In” and how it fits into the core business.
  • Design and re-engineering of products-services.
  • Development of technical abilities, specialties and expertise.
  • Utilization of industry consultants or technical specialists.
  • Development of core business supplier relationships.
  • Make investments toward quality controls.

2. Running the business

  • Objective analysis of how the organization has operated to date.
  • Formalize the organizational structure.
  • Document practices, procedures, operations and structure in writing.
  • Communicate policies and procedures to employees.
  • Physical plant is regularly studied, updated and modified.
  • Distribution standards are documented, practiced and measured.
  • Time management and “just in time” concepts are applied.
  • Plans are in writing to address inventories and reducing surplus.
  • Legal compliance and precautions plan is annually updated, with measurable goals.
  • Outsourcing, privatizing and collaborating plan is annually updated, with realistic, measurable goals.
  • Purchasing plan (with processes and vendor lists) is in writing.
  • Repair and maintenance contracts are routinely maintained.
  • Purchase and lease of equipment plan is annually updated, with measurable goals.
  • Continuous quality improvement plan is annually updated, with measurable goals.

3. Financial

  • Cost containment is one (but not the only) factor of company operations.
  • Each product-service is budgeted.
  • Long-term investments plan is annually updated, with realistic, measurable goals.
  • Assets are adequately valued and managed.
  • Cash flow, forecasting and budgeting are consistently monitored.
  • Written, consistent policies with payables and receivables are followed.
  • Strategic Plan includes provisions for refinancing, equity and debt financing.
  • Accounting firm utilization plan is annually updated, with realistic, measurable goals.
  • Banking and investing plan is annually updated, with realistic, measurable goals.
  • Payables plan is annually updated, with realistic, measurable goals.
  • Receivables plan is annually updated, with realistic, measurable goals.
  • Finance charges are negotiated.
  • Insurance plan is annually updated, with realistic, measurable goals.
  • Benefits plan is annually updated, with realistic, measurable goals.

4. People

  • Corporate culture reflects a formal Visioning Program.
  • Employees know their jobs, are empowered to make decisions and have high morale in carrying the company banner forward.
  • Top management has as a priority the need to develop and practice People development, skills and team building responsibilities.
  • Human Resources program is active, professional and responsive to the organization.
  • Incentives-rewards-bonus plan is annually updated, with realistic, measurable goals.
  • Personnel Policies and Procedures are written, and distributed to all employees.
  • Each employee has his-her own Position Results Oriented Description plan.
  • Training plan is annually updated, with realistic, measurable goals.
  • Professional development plan is annually updated, with realistic, measurable goals.

5. Business development

  • All members of top management have Business Development responsibilities.
  • Company has and regularly fine-tunes a communications strategy.
  • Sales plan is annually updated, with realistic, measurable goals.
  • Marketing plan is annually updated, with realistic, measurable goals.
  • Advertising plan is annually updated, with realistic, measurable goals.
  • Public relations plan is annually updated, with realistic, measurable goals.
  • Research plan is annually updated, with realistic, measurable goals.
  • Marketplace development plan is annually updated, with realistic, measurable goals.
  • Creative collaborator-vendor plan is annually updated, with realistic, measurable goals.

6. Body of Knowledge

  • Consultant plan is annually updated, with realistic, measurable goals.
  • Performance reviews are conducted annually updated, with realistic, measurable goals.
  • Company learns how to benefit from changes.
  • Organization predicts and stays ahead of trends.
  • The company leads the industry.
  • Everything that goes on outside our company affects our business.
  • Willingness to invest in research.
  • Commitment toward collaboration and working with other companies.
  • Maintains active government and regulator relations program.
  • Maintains active community relations program.

7. The Big Picture

  • Shared Vision is crafted, articulated and followed.
  • Ongoing emphasis upon updating, fine-tuning and improving the corporate culture.
  • CEO accepts and ideas and philosophies with employees and stakeholders.
  • Creative business practices are most welcome here.
  • Strategic planning is viewed as vital to business survival and future success.
  • Outside-the-box thinking does indeed apply to us and will be sought.
  • The organization maintains and lives by an ethics statement.
  • The organization subscribes to continuous quality improvement ideologies-processes.
  • Maintains active crisis preparedness and prevention program.

About the Author

Hank MoorePower Stars to Light the Business Flame, by Hank Moore, encompasses a full-scope business perspective, invaluable for the corporate and small business markets. It is a compendium book, containing quotes and extrapolations into business culture, arranged in 76 business categories.

Hank’s latest book functions as a ‘PDR of business,’ a view of Big Picture strategies, methodologies and recommendations. This is a creative way of re-treading old knowledge to enable executives to master change rather than feel as they’re victims of it.

Power Stars to Light the Business Flame is now out in all three e-book formats: iTunes, Kindle, and Nook.