Using the E-Myth #4
to Succeed in your Small Business
from Epinions.com 04/04 enhanced by Peter/CXO Wiz4biz 05/13
Engaging the Customer. How many times have you been into a store and a salesperson asks you “May I help you?” E-Myth author Michael Gerber suggests that this is a dead-end question because most say “I’m just looking”. A small change would be to say “Hi, have you been in here before”? This starts a conversation where you can give the customer some information. This is a simple change that has the potential to increase sales. He suggests that the process is dynamic, meaning you must change as your business grows or as society changes. A business that stays the same will die.
7 STEPS in the LIFE/Business PROCESS:
1) Primary Aim – ask yourself what kind of life you want? What you value most? How much money do I need? Picture your life.
2) Strategic Objectives – your business is the means rather than an end. This turns you toward what your business has to do to establish your primary aim, once determined. Use the thought that the reason to create your business is to one day sell it. Must have realistic standards. Ask yourself if there is an opportunity with this business (demo-graphically & perceived needs). The product is how customers feel about the business, not commodity they walk out with. (Revlon is a good example because it focuses on how the customer feels when they use their products).
3) Organizational Strategy – organizational chart for how it will look in the future. You are every employee until you replace yourself with employees. It is critical that you can separate yourself from roles you will play. (Live as you think).
4) Management System – not dependent on a good management person, the system is what you need. The system in prototype is a marketing tool. The best business is when your employees buy into the game of the business. The game is a measure of you.
5) People Strategy – the way you communicate the idea. Use documentation to give specifics as to how to do things.
6) Marketing Strategy – The rules:
• Never figure out what your people want, you must give first.
• You must be able to play your own game.
• There are specific ways to play the game to win it.
• Change game tactics from time to time (not the strategy)
• Never expect game to be self-sustaining, you must reiterate it + keep it in front of your people.
• Games must make sense and be active
[ The Customer’s processes, System Strategy, Critique in next Premium Content ]