When you opened your business today what were your priorities? Did you write down your priorities and make sure they were in sync with your goals and objectives? So many times when working with entrepreneurs I find that many do not set priorities and thus continue to be on this endless hamster wheel that creates a struggle. The end result of this struggle is that they fail to thrive and eventually close their business. I always ask people who I work with what did you do to promote your business today? Many times the answer is nothing people will come because they are in the plaza anyway or they are by where we are located and will see us and come in out of curiosity. I give the people I work with the strategy to do out reach to potential customers daily while also having a retention program to keep existing customers. I have worked for people over the last 40 years and I have seen that the successful ones are innovative and seek to stay ahead of the curve while those who close up their business get set in their ways and are closed-minded. I have also found that many business owners do not get out of their own way and as a result they believe they know everything. I was told by a very prominent business coach, Bert Oliva, that “The Day You Think You Know Everything Is The Day You Start To Lose Everything,” this is so true as you begin to alienate those that truly want to help you. What are your priorities today? How do these priorities fit with the over all core model for your business? Are you listening to the people working with you? Continue reading Advertisement Ideas: Prioritize This!!!
Advertisement Ideas: Wake Up And Be Open To Receive!!!
This entry was inspired by my recent foray back into to The Sports Apparel and Memorabilia Business. I worked with two companies that had the potential to be million dollar sales companies and grow. Unfortunately at one company there was an owner who thought he knew more than everyone else and at the other there was a manager that would tell you why things couldn’t work. One of the aspects of business that I have learned over the years is to always get input from your employees especially from those that are very knowledgeable about the industry. I have worked with several people to help them excel and those who listened to my input and took positive action have found success. I believe if you are going to make a profit in any business you must know the business and be in tune with all the current trends in the business. I have also learned that you must be true and authentic when dealing with people. The reason that you may be holding onto to merchandise is that you have items that are not in demand or that you are not marketing properly or that your staff is not engaging the customer.
When an employee comes to you in your sports business and says there is a growing trend toward throwback jerseys you should look into that and have a plan of action to carry the jerseys that people are looking for not jersey that you ordered at the end of the season that people aren’t looking for at that time. The key is to be open to receive new ideas and to implement them with a solid marketing plan. It was funny because one of the places decided to spend $2000 on plaques that had already been in the hands of two other companies that didn’t sell instead of taking the $2000 and buying up to date in demand merchandise. Imagine had the owner taken the $2000 and bought some popular throwback jerseys and advertised in the community that they had the jerseys what might have been. He chose not to do this and is still sitting on cases of plaques that are taking up space and not moving. Continue reading Advertisement Ideas: Wake Up And Be Open To Receive!!!
When was the last time you got up and went outside of your business to promote your business? I have spoken to many business owners about the importance of putting yourself out there and meeting people as you never know who you might meet and how they can be of service and value to you or how you can be of service and value to them. Sometimes the best promotion is self promotion.
I was out doing a Facebook Live video on January 18, 2017 in front of The Local Subway when a couple Audrey and Rich from Bold Venture Press approached me about this book. We had a great interaction and the next day Audrey surprised me with a post in my Get Motivated With Jonathan JDOGG Lederman group on Facebook stating that on February 4, 2017 during the book launch that they were going to donate a portion of the royalties to The American Cancer Society Relay For Life of Sunrise/Tamarac. By getting out in the community and being vocal about who I am and what I do I was able to further my mission to create a world with less cancer and more birthdays. I was also able to make a key contact to secure guests for my radio show, Get Motivated With JDOGG, which airs at www.blogtalkradio.com/jdoggsshow on Monday at 5:30 PM EST. Continue reading Advertisement Ideas: Get Out!!!
If you want to get high in business you must commit to working hard and maximizing your message. If you want high revenue and high brand recognition you must have a strategic plan that defines what type of business you are going to have, who your target audience is going to be, and how you are going to cultivate that target audience. In today’s business world the sole-proprietor is the underdog and thus has to work that much higher having a definitive vision for their business so as to get a percentage of the niche market that will create sustainability. As you continue to open the doors to your sole proprietorship it is important that you are listening to those you have hired as some of those people may have ideas that increase sales and also increase brand recognition. It is important to check your EGO at the door and realize that you may not know everything and the day you think you know everything is the day you lose everything. Make sure you know the demographics of the area you decide to do business in so that you can have the merchandise that they desire. Make sure you know the competition that is around you so that you can create your own unique selling proposition to attract and keep customers.
When I was a member of The Jaycees (Junior Chamber of Commerce) we had what we called a Chairman’s Planning Guide which was really a small business plan that served as a road map so you could have a successful project.It asked what the primary purpose of the project was, what the goals and objectives were, who was responsible for certain tasks, the budget, and the items needed to bring the project to fruition. It also asked questions as to things that could have been done differently and what changes you would make. Many people used the CPG to secure small business loans and continued to plan their work and work their plan making adjustments that they now have thriving businesses. It is imperative to plan your work and work your plan. Continue reading Advertisement Ideas: Getting High!!!
As I turned in my key after being let go by Sinbad Sports I started to think that it was time to listen up and pay attention to the signs that GOD was delivering. I found myself like the character Billy Jack as I have become a tin soldier in the fight to help businesses grow. I have run into some obstacles like stubborn business owners who think they know everything and have not realized that the day you think you know everything is the day you start to lose everything. In my 40 years of marketing, sales, advertising, media relations, public relations, and non-profit experience I have found that many of those in ownership roles and leadership roles do not listen and as a result leave a lot of money on the table. The really good business owners gather input from their employees and value that the employees may have a better feel for what the consumer seeks. The key is to listen up and not take anything personally when an employee comes to you with something that makes sense. When an employees sees what the trends in the market place and comes to you with the trends you as a business owner should be aware and formulate a plan that will help you strengthen your brand and increase your revenue by staying ahead of the trends.
As a business owner it is important to listen to your employees especially the employees who have a working knowledge of the industry and a proven track record of success. When you find an employee who truly has a dedication to your business make sure you are listening and keeping that employee happy for if you let them go they may just go out and follow their dreams and become your competitor and thus take business away from you. When customers are bragging about an employee and tell you that the reason they are coming to the store is that particular employee don’t say oh they would have come any way as it is the merchandise not the employee that they are coming for. Remember people do business with people they know, like, and trust and if an employee is cultivating those customer relationships you keep them and you listen to them. When you empower an employee and allow them to thrive your business will grow and your revenue will increase. Continue reading Advertisement Ideas: Listen Up!!!
In the business environment that is ever evolving we as business leaders must be open to change. As we all know the definition of insanity is doing the same thing over and over and expecting different results. In my 40 years of working on special events, helping business owners to excel, and fundraising I have recognized so many people who were not willing to make changes or listen to alternatives. These people kept struggling and many went out of business. I have witnessed many a successful entrepreneur or marketing executive gather input from employees and put some of the ideas into action and as a result they have had success as their revenue went up and their brand recognition increased. I have come to realize that when someone is not willing to make changes or listen to ideas that have their best interest in mind you simply have to let go and let GOD knowing you did the best you could to improve their business. In recognizing that changes must be made to create a viable business you will grow your business.
Sometimes in order to make a positive change you must look at the person in the mirror and realize that you may be part of the problem. The first step to solving a problem is recognizing that you have one. In recognizing the flaws that have created the issues you can work on eliminating the flaws and thus grow your business. I have stated it many times that the day you think you know everything is the day you start to lose everything. If you continue to point fingers and blame everyone else eventually your business will be so flawed that you either close it or change your ways and improve it. When evaluating your business you must look at problem areas and make a change. Continue reading Advertisement Ideas: Being Open To Change!!!
In a sports apparel, accessories, and memorabilia store diversity is a necessity. Many entrepreneurs of these type of stores get caught up in what they like that they do not diversify their offerings and as a result lose sales. The key is to see what is selling and to order accordingly. I saw a store where it appeared that FSU Seminoles items were outselling University of Miami Hurricanes items at a 2 to 1 ratio yet the entrepreneur of the store insisted on stocking up on Hurricanes items. This same store had only 3 hats for Notre Dame where Notre Dame is one of the top-selling schools in America. The key to having a successful sports apparel, accessories, and memorabilia store is to have a diverse selection of teams that the consumer is seeking with full size runs. If you have one item that is selling well make sure you are replenishing that item regularly so that when a customer comes looking for it you have it so you can make the sale.
Do you know just how many times I wanted to scream this at entrepreneurs that I have worked with? I often have an experience where the entrepreneur thinks they know everything and refuses to listen to the employee that is working in the business on a regular business. The entrepreneur needs to wake the f up and understand that maybe they don’t know everything and that despite the fact that the employee doesn’t have a fancy car or live in an expensive home or doesn’t live lavishly they just might have a working knowledge to help the entrepreneur exceed their revenue goals. I was working with someone and asked what are your revenue goals. I was told none of your business. This entrepreneur ending up closing the business dissolving the corporation and then reopening in another location under a new name. He still hasn’t set up a website or done any advertising. he didn’t even update his Facebook Page. Then this entrepreneur wonders why his business struggles. The answer is because you don’t have a strategic plan to market and thus exceed your revenue goals. When I worked for Footlocker we had daily goals and the corporate marketing people had plans in place to drive people to the store and once they were in the store it was my job to make the sales. I remember how bad I wanted to tell the DM to wake the f up when he told me you can’t put the new Jordan release sneakers aside for people they are on a first come first serve basis. I called bullshit on that one and explained I have a customer who buys a size 8, a size, 11, and a size 13 in adults and a size 3 and 6 in kids plus matching socks and jerseys when the new Jordan’s are released which meant about $1000 in business. I asked the DM if you have a guaranteed sale of $1000 each time the Jordan’s are released why wouldn’t you put them aside. Well I left Footlocker and guess what I found out when I left and the store would put the Jordan’s aside for this customer he stopped doing business with the store. This is why those in power need to wake the f up. Look at the way you are doing business and ask yourself what can I do to wake the f up and make changes that will strengthen my brand and increase my revenue. Continue reading Advertisement Ideas: Time To Wake The F Up!!!
Advertisement Ideas: Action, Action, We Want Action!!!
If you are going to succeed in any business especially in the retail business you must commit to becoming an action taker. Over the years I have approached many new business owners as well as experienced business owners who are opening a new location to ask them about their strategic marketing and advertising plans as I have become quite astute at promoting local businesses. I am always surprised by the response of I haven’t set up a budget for that or I spent so much on the build out and opening that I don’t have money to advertise. My look on my face usually says it all when I hear this as it shows a wow you got to be kidding me look. In today’s day ad age I am bewildered by how many so-called business people lack the basic principles to build and grow a business. When I work with entrepreneurs I am brutally honest and I peel back the onion so as to see where we can overcome the blockages that are keeping them in the lack mode instead of the abundance mode. Most times I find it that it is their lack of organization and inability to take proper action as they have an attitude as I am the owner and I am doing my way and I know what I am doing. When in reality they have put up the money but had no realistic plan to market to attract and keep customers. I have witnessed many tines a business owner fly by the seat of their pants only to lose those pants. If you open a business and you do not have a daily, weekly, or monthly action plan you are destined to struggle. If you open a business and do not take input from your employees who have experience you will continue to struggle. The key is to be an action taker and understand that the day you think you know everything is the day you begin to lose everything.
Every action you take should be guided by the concept of positively affecting your business. The first action you need to take is getting to know who your customer base will be and then marketing to that customer base. The next action you need to take especially with a retail store is what you will be known for as a business.Previously I wrote about having a unique selling proposition and this concept is very important to the success of your business as you must ask what is it that I want to be known for when attracting new business and retaining old business. It is great to have a diverse product offering but make sure you are too diverse. Continue reading Advertisement Ideas: Action, Action, We Want Action!!!
Advertisement Ideas: The View Only Changes For The Lead Dog!!!
Have you noticed that business is much like a dogsled as the scenery only changes for the lead dog? Think about it in business you have three choices you can lead, you can follow, or you can get out of the way. If you are truly going to be successful with your advertising campaigns and build your brand while increasing your revenue you must become the lead dog. How do you become the lead dog you may ask. The answer is simple by being ahead of the trends and setting your own trends, buy having unique selling propositions that attract your desired target audience, by being where your competitors aren’t. When you sit down to open your business in the morning you should have a way in place to drive sales and exceed revenue goals. You should know what is happening in the market place and find ways to attract people in the market to come and shop with you.
One of the biggest flaws that I have seen from entrepreneurs is that they do not lead they dictate and expect their employees to follow. This is not how you become the lead dog. The lead dog will work hard and show how the hard work pays off. The lead dog is given a plan and the trainer in this case the entrepreneur works the dog properly so as to utilize the skill set of the lead dog. One of the biggest mistakes I have witnessed from entrepreneurs that struggle is that they have a tendency to think they know everything forgetting that the day you think you know everything is the day you begin to lose everything. In many cases you may have an employee who knows what is selling and what is being demanded because they are in the store on a regular basis. A successful entrepreneur takes the input from the employee and begins to implement it thus become a lead dog in their respective industry. JC Penny once stated show me a janitor with vision and I will show you a VP of our company show me a VP with no vision and I will show you a janitor. The key to being a lead dog is to engage your employees, implement their concepts see if they work and the ones that work and the one that do not either scrap or find a way to improve them. Continue reading Advertisement Ideas: The View Only Changes For The Lead Dog!!!