“It’s a Small World After All” Getting started: a primer on international trade. When you boil it down, international trade is merely another form of market expansion. Yet selling products and services abroad gets dicey because you’re playing under a new set of rules. (See “When in Rome” in the July [2001] issue.)Choosing a path There are numerous ways to…
“Join the E-Commerce Revolution — Free” Many small businesses view the Internet as a place to level the playing field against larger competitors. Yet less than 5% of U.S.-based small businesses currently have an e-commerce Web site.If the cost or complexity has stalled your online plans, here’s good news:Bigstep.com offers free e-business Web sites to small businesses. The do-it-yourself site…
That’s one of the warnings my Grandpa Huber always gave me, and I’ll wager you heard something similar as you grew up. As a teen-ager, I was pretty smug, and Grandpa’s caution was well deserved.But we can be just as vulnerable to egomania as adults. It’s easy for entrepreneurs to let success go to our heads, especially if you build an idea into a prosperous business. The “bad old days” fade like a cheap curtain.
“Your Move — Through the Looking Glass” It’s imperative to know what makes you unique and how customers perceive you. Tom ZahniserIf you’re like most entrepreneurial leaders, surviving isn’t enough. You want to take your business to the next level. But that’s no easy feat. Some people have a knack for being at the right place at the right time;…
“How to Create Your Company’s Identity” Your company and/or product identity impacts your bottom line. A positive company and product identity enhances your sales and your entire marketing communications plan. This guide explains how you can create and project an image that will help you sell your product or service. WHAT TO EXPECTThis Business Builder examines the importance of your…
“Don’t Put Me on Hold” Speedy customer service is what consumers want from their online services, whether it’s a mortgage lender or wireless-communication vendor, according to a study from Mobius Management Systems, a provider of Web-based software.Ninety-one percent of survey respondents said they would change vendors if it took longer than 10 minutes to connect to a live customer service…
“Bring ‘em Back” Strategies to keep customers loyal to your business. Repeat business is critical to your company’s success, but the trick is to find out what entices customers to return again and again.Try this: Remove your entrepreneur’s hat for a moment and take the role of customer. Think of one product or service that you’ve bought lately, then answer…
“Predicting Customers’ Purchasing Patterns” You don’t need psychic powers to read your customers’ minds — just a little high-tech help.Customer-relationship-management software uses artificial intelligence and advanced information-modeling techniques to deliver meaningful data about purchasing patterns and behavior. “The more I know about you, the more I can tailor the products or promotions I offer you,” says Gene Alvarez, senior analyst…
“You Talkin’ to Me?” Taking time out to get customer feedback pays off. If you want to know what your customers really think of your company, products and services, ask them.Common sense? Perhaps. But it may be just what the doctor ordered if you’ve been relying too much on your salespeople, service reps or marketing staff to tell you about…
“Extreme Measures — Seeing Red” A red Swingline stapler plays a pivotal role in “Office Space,” a 1999 film. As the dark comedy gained a cult following on video and cable, its fans deluged Swingline with calls and e-mails requesting red staplers.The only problem: Swingline didn’t make red staplers. A prop designer had created the movie version. When enterprising fans…