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.

Thursday, September 12, 2019

Selling Smarter not Selling Harder



by Dr Greg Chapman


Are you and your staff people who could sell ice to Eskimos? Not everyone is a natural salesperson, but in business, nothing happens until a sale is made. So what do you do if selling is unnatural for you, or you can’t find staff to sell for you?

You can create a marketing strategy that does not rely on strong sales skills. Imagine someone just comes into your business and when you ask:

How can I help you?”, they say: “I want to buy that and here is my money.”

Does that sound too good to be true? Well it happens all the time.

Friday, August 23, 2019

Become Reassuringly Expensive



by Dr Greg Chapman


When someone is enquiring about your services for the first time, they may ask “How much do you charge?” But if you tell them, the focus is just on price.

A buying decision is generally an evaluation of the Value/Price ratio, often expressed as Return on Investment. However, for many services, the return is an intangible.

How much more beautiful will a beauty product make you look? And what is that worth?

If you start with value and ensure that the buyer fully understands the benefit they will receive, even if it is intangible, that is where their focus will be even after you reveal the price.

But, what about your competition?  More...
 

Tuesday, August 20, 2019

Calculating the Risks for Small Business Success



by Dr Greg Chapman


Business is all about confidence. Confidence that the risks you must take will have a high chance of success. The reason this is essential is that you must provide all the resources (time and money) to make the strategy succeed. Too often, businesses are timid with their actions, and are looking for a 2-way bet.

More tightrope walkers fall while using a net than those that don’t.

Thursday, August 15, 2019

Discount Price Wars



by Dr Greg Chapman


When competition is stiff or times are tough, and businesses experience a slump in sales, the natural response of business owners is to reduce their prices. In response to this, they find their competition starts to do the same, and before you know it, you are in a price war.

Price wars are like trench warfare. You may gain a few meters in territory here, whilst the other side gains a few meters from you around your flank. And both sides incur large losses. In this type of battle, it is a war of attrition, and the last person standing wins while bleeding red ink. They also inherit a decimated market landscape with their buyers educated to expect discounts.

A number of negative impacts occur to your business when you discount. The most obvious one is the loss in margin, which you hope to make up with increased sales. In most cases, this does not happen.

Monday, August 05, 2019

Ad of the Month – Over the Top


by Dr Greg Chapman


We often hear that less is more, but done correctly, more can be even MORE! There is no subtlety in this ad, with a well known star, Sean Bean, better known for storming the ramparts, who has somehow been seconded to the human resources department to train new recruits.

The theme here is that this company’s commitment to doing things the right way WILL NOT BE COMPROMISED.

Friday, August 02, 2019

Increase Your Prices by Packaging Value



by Dr Greg Chapman


In any buying decision, this is question that must be answered by the buyer: “Is the product or service worth it?” Or more generally, is the offer made by the seller is equal to the dollars that they are asking for it.

Let’s take a simple example, water. If you wanted a drink of water, and you went to a pub, and they served you water from a tap, what would you expect to pay? It would probably be free. If you went to a kiosk, you could buy bottled ‘mineral water’ in a basic plastic bottle, and it might be $2-3.

If you were at a boutique restaurant, you might be able to get water from the Greenland icecap, presented in a special designer bottle with a stunning label, a bottle that you would like to take home as a souvenir. It might cost you $87.

Thursday, July 18, 2019

Let Others Tell Your Small Business Story



by Dr Greg Chapman


We’ve all heard the saying “A picture tells a thousand words”. Well, a simple twist on that could be “A third party testimonial tells more about you than you could ever say about yourself – and with more credibility!”

Testimonials from satisfied clients must be an integral part of your sales kit. They present an independent view from a third party, and in many cases, can be the difference between getting the business or not.

If you currently have a conversion rate of two sales for every ten presentations, and a testimonial increases that to three sales for every ten presentations, then you’ve just increased your business by 50% – and yet most sales presentations don’t have this simple, yet powerful, tool included.  More...
 

Thursday, July 11, 2019

Has Search Engine Optimisation become a Scam?



by Dr Greg Chapman


If you have a website, you will no doubt be contacted daily by someone who will promise they will put you at the top of Google with their Search Engine Optimisation services. In fact if I don’t receive several offers a day, I think my email must have stopped working! But does SEO still work?

Because it wants to make more money, Google has decided to make it harder for your website to get a free ride in the organic search listings when you are trying to attract new business, to make you spend your money on Adwords. (Fancy a business wanting to reduce freeloaders and make more money!) So Google has increased the number of ads it puts on a page and made them a little more difficult to distinguish from organic searches while cracking down on some SEO techniques that used to work.

Tuesday, July 09, 2019

Ad of the Month – Annoyances


by Dr Greg Chapman


There are stereotypes in every sector that really annoy people in their marketplace. For tradies, it’s not turning up on time, for telco’s it’s their call centre ‘customer service’ and for used car dealers it’s high pressure salespeople. Some of these stereotypes may be unfair to the majority of businesses in the sector, but it also creates an opportunity.

One ‘popular’ sector everyone likes to bash is the banks. Even though this is a US ad, it seems the proliferation of fees with banks is universal.

Tuesday, July 02, 2019

BREAKING: Top 100 Small Business Blog Global Awards 2019

by Dr Greg Chapman



The Australian Small Business Blog has been voted once again as one of the Global Top 100 Small Business Blogs, for 2019 by Feedspot, the international blog aggregator.

Thanks guys for the recognition.

Dr Greg Chapman

Share this article: BREAKING: Top 100 Small Business Blog Global Awards 2019

 

Monday, June 17, 2019

A Million Dollars of Marketing Advice for Nothing



by Dr Greg Chapman


For most businesses there is a giant in their industry. A business who is a household name. They dominate your sector, although they are not pursuing your customers because they are the big end of town.

They don’t even know you exist. And you ignore them because their clients are not yours.

Lets say you have a motor mechanics business with half a dozen staff. You don’t see yourself in competition with the BMW service department in the next suburb. Your competition is a guy about the same size as you a few blocks away. So what you do, is check out what he is doing.

But, if you were able to get a million dollars of marketing advice, do you think you could blow him away? You can’t afford the fees? What if you could get that advice for nothing? More...
 

Thursday, June 06, 2019

Advertising Fail

by Dr Greg Chapman



One of the great things about online advertising today is the ability to finely target your ads so that they appear on sites which contain keywords relevant to your business and which attract people who fit the profile of your best buyers.

An example of this is that websites with articles on Formula One racing might be targeted by Porsche and Ferrari. Another example is a website with articles on exotic travel destinations would attract airline advertising. The companies in question choose keywords that might appear in website content that their potential customers choose to read.

So what was this advertising fail?

Monday, June 03, 2019

Ad of the Month - Seize the Moment -- Updated


by Dr Greg Chapman


If advertising is to work, you must first grab the attention of your buyers. There is so much noise, that people just tune out, but every so often, there comes along an event that provides a wave upon which you can launch your product or brand.

The May election provided one such opportunity, when Clive Palmer spent around $60m and didn’t secure a single seat.

Monday, May 27, 2019

The Seven Deadly Sins of Small Business

by Dr Greg Chapman



While running a successful business is not easy, there are rules that you can follow that will almost certainly increase your success. And there are also sins that will guarantee your failure.

Here are the Seven Deadly Sins of Business.

1. Ambiguity

If you are not explicit in what you want to achieve for your business, you are highly unlikely to be successful. Setting out clear goals for your business allows you to develop strategies to achieve your goals and to create plans which will ultimately drive your business to success. Without goals, strategies and plans, you are just depending on luck- and how has that worked for you so far?

Tuesday, May 21, 2019

How to Avoid Your Business becoming a Microstayer?

by Dr Greg Chapman


The biggest risk for most businesses is not whether they will fail. Most won’t. The biggest risk is that they will stay small. Whether by design or not. Recent ABS data show that 98% of micro-businesses stay that way. That is, they are Micro-Stayers.

There are a number of reasons that businesses become Micro-Stayers. It could be a lifestyle choice. Work-Life balance is becoming more and more important to many people. It may be because they don’t have the knowledge to take their business to the next level, and become frustrated Micro-Stayers. Or they may have progressed from frustrated to resigned Micro-Stayers and have adjusted lifestyle and ambition in recognition of this.

Businesses that involuntarily stay small, the Micro-Stayers, do so for five key reasons.

Thursday, May 16, 2019

Small Business False Economies

by Dr Greg Chapman


I was recently discussing with a business owner the future of his business which has an innovative product but low sales. He had invested over a million dollars in the business developing this product, but had spent nothing on marketing. The owner told me how he believed that their product was superior to others on the market, but because of their size, other businesses were not taking them seriously.

Friday, May 10, 2019

Predict Your Business' Future



by Dr Greg Chapman


It’s easy to predict the future. We do it all the time. When you go for a bank loan, they look at your credit history. If you go for a job, they look at your work history.

We predict the future by looking at the past and based on the assumption, a leopard doesn’t change its spots, we will generally be right.

We are creatures of habit. We travel to work the same way each day and do our weekly shopping at the same supermarket. Why? It’s because we have finished experimenting, and we are comfortable with the outcomes we currently get.

However, results do vary. Sometimes there is a traffic jam on our favourite route, or the supermarket is out of our favourite dessert, but we still stick with the tried and true. More...


Thursday, May 02, 2019

Ad of the Month - Reinvention


by Dr Greg Chapman


Imagine you had a product which had been largely been overtaken by technology in a particular market, and you wanted to get back into that market?

Canon used to be a major player in the consumer photography market, and then along came phones with quality cameras making your digital cameras unnecessary. What do you do?

You do something with your cameras that phones can’t do.

Tuesday, April 30, 2019

The Small Business Sales Person had No Clothes


by Dr Greg Chapman


The story is so common. A business’ sales are down, so they hire a sales person. After a couple of months with little or nothing to show for their efforts, they let the sales person go. Was the sales person not up to it? In my experience, it is usually not their fault.

In most cases, the owner has done little more than explain what their products are, and given the new sales person a list of names for the person to contact. In many cases, cold calling potential buyers who probably had just seen off their competitor moments beforehand. What sort of reception do you expect them to receive?

Wednesday, April 17, 2019

Know Your Competition Online



by Dr Greg Chapman


One of the best ways to understand why someone should buy from you, and what are your points of difference, is to study the competition. What is it they are doing well, and what are they doing not so successfully?

The internet makes this very easy. You can see what the competition are telling the market place, although it is quite common that people have excellent offline marketing and have just thrown up a website as an afterthought. But if online marketing is an option for your business, and there are only a few for which this is not true, the very best in your sector will show you how it’s done.

Recently someone visited my website and downloaded the preview of my bestselling book- The Five Pillars of Guaranteed Business Success. This happens so frequently I really don’t pay much attention on a day to day basis to who is signing up. But this person immediately unsubscribed after downloading the book. Which had never happened before. It was a minute after the download- not enough time to read a 40 page preview. So I checked him out. It was one of my competition checking me out! More...


THE AUSTRALIAN SMALL BUSINESS BLOG IN TOP 100 GLOBALLY

Awarded Top 100 Small Business Blog

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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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