by Dr Greg Chapman, MBA
Before I answer this, try answering the following question:
Why are You in Business?
People give all sorts of reasons. Often they refer to some higher purpose, such as helping people in some way or providing for some personal lifestyle needs. This is all very well and good, but all these objectives will be compromised if the one overriding purpose of any business is not met- that is to make a profit!
Why is making a profit so important? If you are not making a profit, you are just breaking even, or more likely, making a loss. (Even when owners believe they are making a profit, they often aren’t as they have not considered the sustainability of their business.)
If your business is losing money, your energies and resources for any other purpose will be drained. You can’t continue helping people if you are going out of business. Likewise, if your lifestyle business is making a loss, it won’t be a very happy lifestyle. So if your business is unprofitable, the chances are very small that you will achieve other objectives through your business.
So let’s agree that making a profit is the prime purpose of your business. What then are your options to make your business more profitable? You can:
1. Reduce your Costs
2. Increase your Sales
Pretty basic really. Lets look at the first – decreasing costs. This is a limited strategy as at some point, you will compromise your sales. Whereas, increasing your sales is a no limit strategy.
There are five strategies you can use to increase your sales. These are the Five Turnover Drivers:
• Increasing Enquiries
• Increasing Conversions to Sales
• Increasing the Average Value per Sale
• Increasing the Number of Times Someone Buys from You, and
• Increasing Your Prices
Good businesses will focus on all five turnover drivers, but the one most find hardest to implement is to increase their prices. Let’s look at why people don’t increase their prices.
When setting prices, businesses look at what their competitors are charging. If they charge too much, they know they will lose business because their competitors are cheaper. But…
Are these businesses really your competition?
Regular subscribers to the Small Business Achiever - Business Owner Brief will already know who their competitors are. (Issue 101 – Standing Out with Your Points of Difference). If the people who you are comparing yourself with are not your true competitors, why should they influence your prices?
In Issue 102 of the Small Business Achiever I explain the fundamentals of how to increase your prices so that the fear of business loss will no longer trap you in the price taker role in which most businesses languish. In fact, this strategy will transform your business!
In Issue 102 of the Small Business Achiever - Business Owner Brief find out:
The Easiest Way to Increase Your Prices
How to Start Getting Your Business Organised
Being Found on the Internet - Paid vs 'Free' Search
Get step-by-step advice that will improve your business every month.
May Your Business be as You Plan It!
Dr Greg Chapman
Over to You. What do You Think? Post Your Comments Below.
Dr Greg Chapman is the Director of Empower Business Solutions and The Australian Business Coaching Club and is Australia's Leading Advisor on Emerging Businesses and provides Coaching and Consulting advice to Australian Small Business Owners in Marketing & Business Strategies Planning & Systems. He is also the author of The Five Pillars of Guaranteed Business Success.
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