The Australian Small Business Blog

The Australian Small Business Blog

This Blog has been providing a Forum where Australian Small Business Owners can exchange Ideas old & new and get Advice from experts in Australia on how to Improve their Businesses through better Business Management, Planning & Strategy, Business Systems and Marketing Strategy and Systems for over 10 years. They will also learn about the Small Business Best Practice Benchmarks that are critical for their success. Our Ultimate Objective is to help Australian Small Business Owners take their Business to the Next Level and achieve their Goals whatever they may be.

Monday, March 18, 2019

Great Strategies for Increasing Your Prices

https://increaseyourprices.com.au

by Dr Greg Chapman


Why can some of your competitors increase their prices while you have to struggle even with your current ones? Do you find that when you lift your prices, you lose sales? Are most of your customers only interested in price? Are you a Price Taker?

In this interview hear Dr Greg Chapman reveal the some of the best strategies for increasing your prices.

Thursday, March 14, 2019

They Always choose to pay more



by Dr Greg Chapman


The Gallo brothers were one of the pioneers in the Californian wine industry. They are now the largest family owned wine business in the world. But it was not always this way.

Ernest Gallo once called on a customer in the midst of the depression. He gave him a tasting test, one from a 5c a bottle wine (this was the depression) and the other from a 10c bottle. After tasting both, the customer chose the 10c bottle. More...


Monday, March 11, 2019

Pricing Strategy: Breaking the connection with Cost - A Case Study

https://increaseyourprices.com.au

by Dr Greg Chapman


I recently purchased a video recorder from a well known electrical goods outlet. It was a big name brand with great features and a huge improvement on our old one which was nearly 10 years old and was now becoming unreliable. It was a good unit, but now was old, tired and out of date, and was not a great match to our spiffy new TV.

So after doing the deal with the salesman, and before I could walk off with my new unit, he asked, do you want to get a warranty for a free replacement if it has any problem at all in the next five years- only 50 bucks extra on top of the $500 I had already agreed to pay. What a deal! (This was on top of the usual manufacturer’s warranty.)

Tuesday, March 05, 2019

How to Increase Prices Without Losing Your Clients

https://increaseyourprices.com.au


by Dr Greg Chapman




An interview with Dr Greg Chapman by the Sydney Morning Herald





SMH: What are the key considerations when businesses set prices?




Dr Chapman: The starting point is that you must understand your margins – and the gross profit you need to cover your overheads to generate a target net profit, after you have paid yourself a decent wage. This analysis helps set targets to stay profitable. For many businesses, they find that they are not charging enough to stay in business.

Then you must understand the competitive environment and your own Points of Difference without which you will only sell on price. This is about the value you provide the purchaser – you want the purchaser to focus on the value you provide rather than how much it costs to provide it. If you don’t know the true value of your product or service- will the buyer?

 SMH: Why do businesses seem to get this wrong?

Thursday, February 28, 2019

Pricing Strategy - Creating Massive Price Increases


by Dr Greg Chapman


Every business would like to be able to increase their prices. How much would you like to increase yours – perhaps by 15% or 25%? How about increasing them by 100% or even 1000%? To achieve massive increases, you need to think differently.

Consider the example below of a fairly basic product, the humble shower head. Let’s play a guessing game on the price of these showerheads. Which do you think is the cheapest?

Monday, February 25, 2019

Ad of Month – Be interesting


by Dr Greg Chapman


Today advertising is all about holding the attention with the viewer who is just one click away from changing the channel or following another link, leaving your message unheard.

In this ad, rather than asking questions to build desire such as “Do your clothes make you look old and boring, etc… well look at our exciting new fashion range”, it tells a story about a situation with which we are all familiar. How will this mother deal with it? Does it have a happy ending? What are they advertising?

Tuesday, February 19, 2019

The Almost Magic Circle of Price



by Dr Greg Chapman


There are laws of nature we all learnt about at school. Newton's laws of physics the laws of thermodynamics and Boyle's laws in chemistry, plus too many others to remember. But there are laws in marketing as well, and here I am referring to the almost magical Circle of Price.

Someone certainly deserves a Nobel Prize for this one.

Wednesday, February 13, 2019

Are You Using Scripts - Words that Sell



by Dr Greg Chapman


A sales pipeline can have many steps, and the secret is to optimise each one. So let’s look at a single step.

How well do you and your team deal with your current and potential customers? Do you leave contact with your customers to chance, or do you have a set, uniform approach, especially when dealing with enquiries from those who haven't dealt with your company before? More...


Tuesday, February 05, 2019

Top 10 Australian Small Business Blogs Award



by Dr Greg Chapman


The Australian Small Business Blog has already been recognised as one of the top 100 small business blogs globally (see the award to the right) but it has now also been awarded as one of the top 10 Australian small business blogs as well.

Thanks guys for the recognition. You can check out the other 9 blogs here, also great reads (not least because some have published my works as well!)

Tuesday, January 29, 2019

Marketing Moments - How to Give It Away to Get It Back!


by Dr Greg Chapman


One of the most powerful marketing tools you have at your disposal is the use of the knowledge that you already possess. Yet how you use that knowledge as a strategy to grow your business is often overlooked. In this podcast I discuss how to leverage this knowledge to position you as the authority in your marketplace.

Wednesday, January 23, 2019

Ad of the Month – When Points of Difference don’t matter


by Dr Greg Chapman


You have a service might not be that different from others, so what do you do? Perhaps make a comparison with what life would be like without any of these services, and then highlighting your own. That’s what these very slick French ads did.

Friday, January 18, 2019

How does Your Business Compare? – Free Performance Benchmarking


by Dr Greg Chapman


While owners work away in their business every day, they would love to know how they are doing compared with their competitors. Wouldn’t it be nice if they let them have a peak at their books, but that ain’t gonna happen!

But what if someone had compiled the data of ALL your competitors which would allow you to see how you rank? A database of every competitor in the country! Wouldn’t you like to get your hands on that?

Well you can, and best of all, it’s free! So who has this data, and why are these being so generous with it? To answer the second question first. You have already paid for this data, that’s why it’s free! So who is this benefactor? The Australian Taxation Department.

Sunday, December 16, 2018

2018 Small Business Articles of the Year


by Dr Greg Chapman


With 136 posts this year on the Australian Small Business Blog, it is now time to reveal the top post as ranked by Google for page views.



3. Business Owners – It’s always your fault
When it all goes pear shape, even if it’s not your fault, it is.

2. Steve Job’s Top 10 Tips for Business
If you are going to listen to anyone, listen to the master.

But the number one business article, rated by views, is:

Thursday, December 13, 2018

Attention Small Business Owners – You can check out any time you want – but Can You Ever Leave?


by Dr Greg Chapman



Owning a business is a 24/7 job. Even when you are away from the office or store, it is hard to switch off. Almost everything you see somehow reminds you of something you need to do in your business.

You might be reading a book, and the hero enters a store that is selling in a way that gives you an idea for your business. The author may not own a store, but is likely to be very creative and wants to make their hero’s time in the store memorable in some way. Of course you would like that for your customers.

It is like the science fiction writer who dreams up all sorts of new devices to create a wonderland for avid science fiction fans. The funny thing is many scientists and inventors like science fiction, and are often inspired by the creativity of the science fiction writer who may have little or no science training. The scientist who reads about the idea then becomes intrigued by it, then obsessed, until they actually work out how to make it happen. There are numerous documentaries on inventions inspired by programs such as Star Trek.

Wednesday, December 12, 2018

How One Business Spends 50 cents to Make $100


by Dr Greg Chapman


The best earning marketing dollars are spent on your customers rather on advertising where the money goes to some media mogul. Consider this example:

Coles is currently offering to pay the GST on feminine hygiene products under the banner “Why should you be taxed for being a Woman”. Why are they doing this and will it work?

This is a fairly emotional appeal, but as a male I can be objective on this (he says quickly ducking to avoid sharp objects being propelled at him by the females in his life).

Clearly many women feel this is an unjust tax. It was very controversial when first introduced, although the then opposition and now government has done nothing to remove it.

Tuesday, December 11, 2018

2018 Ad of the Year


by Dr Greg Chapman


Each month over the past year, the Australian Small Business Blog has presented ads or items about advertising which illustrated specific strategies that are critical for success. Now, as voted by the number of views as recorded by Google, here are the top three ads of 2018.

3. Local Ads When you have a local business, and there are far fewer people you are likely to offend if you mock well known people.

2. Innovation If you have a product which is basically the same as your competitors, perhaps you can change the packaging to create a point of difference.

Thursday, December 06, 2018

Do Your Customers Fight Like Cats and Dogs?


by Dr Greg Chapman


One of the most popular articles I have ever written was Are Your Customers Cats or Dogs? In it I warned that businesses can have both Feline (High Value Customers) and Canine (Budget Customers) but you need to ensure that you keep them apart. After all, we know what happens when you put Cats and Dogs together. (I am talking about market segmentation!)

If your segmentation is poor, you find that your customers are looking over the fences and seeing that the grass appears greener on the other side. Perhaps your budget offer might appeal to the customers you previously thought to be premium.

In market segmentation, I often like to compare Qantas and Jetstar. Both, of course are owned by the same company, but one is cheap and cheerful, and the other is focused to the business traveller. While the business traveller is still cost conscious, they want reliability and flexibility. Jetstar does not offer this, with delays far more frequent.

Wednesday, December 05, 2018

Ad of the Month – Deceit?

by Dr Greg Chapman


This month rather than an ad, I am going to lift the veil on how they are made. Obviously you want to show off your product in the best way possible, so here are some tricks people use in food advertising to enhance the appearance of their products.

Tuesday, December 04, 2018

The Value of Your Big New Business Idea


by Dr Greg Chapman


I am often approached by people with a big business idea who want someone to pay them for it. How much is your big business idea worth?

Back in the early eighties, I worked for a year in the US for another company. Whilst there, I noticed that they had home delivered pizza. This was especially great in the winter when there was snow on the ground and I did not want to go out. It was when I first heard the Domino’s pizza slogan – delivered in 30 minutes, or its free!

This service was so taken for granted, that they talked of those dreaded areas in town which were pizza delivery no-man’s lands- outside the delivery area for any pizza shop. You wouldn’t want to buy a house there!

Wednesday, November 28, 2018

Forecasting Your Business

by Dr Greg Chapman


Making predictions is difficult, especially about the future! But if you can’t predict the future, how can you make decisions about your business? Should you expand your business? Should you hire a new employee? Should you invest in new software or equipment? Everyone of these decisions is a risk, but only if you don’t know what the future holds for your business.

THE AUSTRALIAN SMALL BUSINESS BLOG IN TOP 100 GLOBALLY

Awarded Top 100 Small Business Blog

Award from Feedspot, the international RSS blog syndicator.

Featured Book

Dr. Greg Chapman is also the author of
The 5 Pillars of Guaranteed Business Success

The Five Pillars of Guaranteed Business Success

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