• Know who your target market is and where they are
• Develop an offer to attract new customers
• Decide how you are going to communicate your offer
• Talk to your customer when marketing use the word “you”
• Promote the benefit, not the product and not the features
• Use headlines in your advertising telling your customer what’s in it for them
• Know what is different about your business and promote this difference
• Develop a system to show your customer that you care about them
• Exceed the customers' expectations … don’t just meet them
• Develop systems to generate repeat and referral business
• Develop systems to increase the value of each sale
• Test everything you do …but don’t bet the business on it
• Know how much it costs to open your business each day
• Know your breakeven sales
• Prepare an annual cash flow and budget
• Prepare a monthly profit and loss account and compare to budget
• Know what your gross and net margins are
• Know your conversion rate from enquiry to sale
• Determine the critical success factors of your business … and measure them
• Try and add value to the service you provide, rather than discount
• Have fun and enjoy everything you do
• Create a positive team environment

Disclaimer: This is not advice. Items herein are general comments only and do not constitute or convey advice per se. The information contained in this newsletter is for guidance only and should not be relied upon without obtaining professional advice having regard to your specific circumstances.
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