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Boost Your Business : An Expert's Tips

Michael Walsh. Twenty years business assessment and marketing counsellor for the Federation of Master Builders and Guild of Master Craftsmen (UK)

FREE BUSINESS
Wednesday, December 19, 2012

Thanks to an EYE forum poster I have been able to introduce a first time author to a book illustrator. Two happy souls plus me. When I advertised for an illustrator on another forum (unnamed), of five responses, three criticised me for looking for free labour. Nowhere in the invitation had I mentioned anything about fees. In fact there will be a charge but that is a matter for the illustrator and my author client.

It did reveal one thing; the three critics are clueless when it comes to reading, thinking - and business acumen. I cannot put a figure to it but I would say that there is very little business done in which cash changes hands. When an artiste performs free at a charity gig they do so in the hope that the venue’s owner, or a member of the audience, will book them. When I write this blog you can rest assured that Justin will not be sending me a cheque.

Nor do I invite enquiries from businesses wanting their brochure or web content to appear more professional; though most suffer because it is amateurish. I stick to ghost-writing; businesses are too cash-strapped to pay for anything other than what they think are essentials. I do so with no expectation of reward. I do it as a guitarist might, in a moment of relaxation, pick up his instrument and indulge himself.

Freebies? A 108 page tabloid newspaper actually employs few salaried writers. Most, like me, are citizen journalists. We provide free content and in return receive free advertising. It is business life; it is largely based on barter. It has been the way of things for centuries. It is not a small business syndrome. Much of corporate business is wheeling and dealing. Michael O’ Leary by doing a reduced airport charges deal will empty high-spending tourists all over the town’s market squares.

Governments barter; they provide ‘foreign aid’, which often has a condition that the recipient country will agree to trade deals. (Often with a former government minister’s firm).

Barter is business; it makes good business sense. The remarks by the three critics, I suppose, is indication of why many Costa business are in the doldrums. They blame the recession yet in other parts of recession hit Europe the nightlife is bouncing.

I know of one enterprising new restaurant who deserved to succeed. He offered all the town’s ladies hairdressers a freebie three course meal with entertainment.  For weeks afterwards the ladies couldn’t stop telling their clients about what a fantastic restaurant it was. He benefited from a boost in business that would have cost him thousands had he spent it on advertising. The actual cost was a few hundred pounds. I bet the three critics are still scratching their heads. As the Americans say; ‘you can’t fix stupid.



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LITTLE THINGS MEAN A LOT
Wednesday, December 12, 2012

It was many years ago; about fifteen years I seem to recall when I picked up the phone to take a call. It was a very pleasant lady. She thanked me for calling in earlier at her company’s main dealership. She asked if I was happy with the service and invited me to call in again if I ever needed to.  There was no pressure; just a pleasant little chat that left me with a very warm feeling towards that car products company. 
 
Staff sit around aimless. It never occurs to the boss the investment returns that can be expected as a result of delegating one of his cheeriest staff members to pass the time of day with those who provide employment; the customer. Why wait for them to come in? We all liked to be liked and appreciated don’t we?
 
I recently spent €500 on a new laptop. It would be nice to receive an email from the shop’s proprietor. He might thank me for the business and assure me that he will be there for me should I need him. If he were to do so I would guarantee I would return. Better, I would recommend him to others.
 
But, if he cannot be bothered to take 30 seconds to email me and thank me for my business then my future options are open; I will not be troubling myself to recommend him. I do believe that it is a good investment to keep in touch with clients and to thank them. Over the course of the year they spend a lot of money, which ensures survival.
 
I liked a London estate agent’s approach. On the day a new buyer moved into their new home he delivered a bouquet of beautiful blooms and a bottle of champagne. There was also a welcome pack awaiting the buyer.
 
What this cost him was a fraction of what his more short-sighted competitors were spending on advertising. Our estate agent never needed to; his customers did it for him, free of charge. That is what I call a businessman.
 
Last week, for a change, I and my companions decided to have our Sunday dinner at a different restaurant; to check it out.  We were new customers, obviously regular diners; it was a golden opportunity to make friends.  A manager trained by me would have introduced himself as he might on a private occasion. We would make friends and afterwards invite our comments. We would be cheerfully waved off with the wish that we will return. Maybe ask for a business card so we can be informed, if we wish, of future events. There is a way of doing such things without being a nuisance. Others do so successfully.
 
In truth it was an indifferent service; cool welcome, cold plates, cool meals and weak smiles. Guess what; we will not be going there again, nor recommending this restaurant. I am not a Victor Meldrew; I am in fact the eternal optimist. I optimistically predict that Costa businesses will do much better when they remember that what we lack is not customers, it is business acumen.


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‘unless they act as the banks protectors'
Sunday, December 9, 2012

In blogs and the North / Eastern Europe media I recently revealed how, between source and retailer, the West’s privately owned banks, by providing interest-laden credit through the supply chain, added 40% to the cost of everything we buy.
If in any one country the privately banks were placed in public ownership, as they are in the BRIC countries (Brazil, Russia, India, China) that 40% would go into public services and reduced costs rather than the private banks e-vaults.
In one of my two articles I warned: quote “The West is following Iceland’s example and entering a period of revolution. It is not against governments, unless they act as the banks protectors: It is a revolt that will decide whether the banks are private or publicly owned.”
Read that line again: ‘unless they act as the banks protectors.’ Here is an example of what happens when the government instructs its police to defend the consequences (austerity) of private banking; in this case, Spain’s government.

http://www.youtube.com/watch?feature=pl ... h4QRwq4JmU


 



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YOUR 40 PERCENT OR THE BANKS
Friday, December 7, 2012

There is only one solution to the banking crisis; it is simple and has been successfully used over many years. If there is reluctance to change it can be summed up by the analogy; turkeys don’t vote for Christmas. The private banking consortiums manipulate governments and, as in the case of Italy, Greece and elsewhere they replace them. Goldman Sachs is to all intents and purposes running Europe; today they call the shots.
 
They and other private banking conglomerates are not however running the banking systems of 40 percent of the world’s economies. It is not a coincidence that these publicly owned independent economies are concentrated on countries that escaped the 2008 banking crisis. Mostly but not exclusively they make up the BRIC countries – Brazil, Russia, India and China.
 
These nations have flourished; their economies surged 92 percent whilst the private owned banking systems in the West floundered. Call it unfair competition if you wish. The BRIC countries have a competitive edge that Western systems, handicapped by private banks, cannot hope to overcome. Imagine the futility of running a business against competitors unburdened by 40 percent overheads.
 
Provided politicians are agreeable, which many are not because they are in the pockets of privately owned banks, there is no reason why cities and local authorities could not set up their own publicly owned banking service. There is hardly a better example of responsible community banking than the state run independent Bank of North Dakota (BND).
This model could easily be used elsewhere.
 
The Bank of North Dakota is the only bank to have escaped the U.S. banking crisis. The government of North Dakota, which owns it, shows an impressive budget surplus each year. It has the lowest unemployment level in the United States. There is no state government debt; it enjoys excellent credit rating with exceptional dividends each year. These dividends are ploughed back into public services. The BND not only saves money; it makes money, which supports the community.
 
There is growing pressure to bring banks into public ownership. Iceland did so; they issued warrants for the arrest of their banks’ hapless banking heads. These fled before they could be questioned. The Icelandic economy is now prospering. The West is following Iceland’s example and is entering a period of revolution. It is not against governments, unless they act as the banks protectors: It is a revolt that will decide whether the banks are private or publicly owned. If the latter then the crisis is resolved and prosperity returned; prospects are good. We have a level playing field in international trade.
 
Public pressure is mounting; most prominent are the Move Your Money and Occupy Wall Street movements. According to the former, an estimated 10 million U.S. customers have turned their backs on conventional banking during the last 24-months. During the same period Credit Unions have shown unprecedented growth with assets now exceeding $1 trillion dollars.
 
By borrowing from their own publicly-owned banks, governments could eliminate their interest burden altogether. As 2010 closed California’s debt was $158 billion. Of this amount 44 percent was interest payable to private banks. Had the banks been publicly owned that $70 billion in lost interest would have been ploughed back into the economy.
 
This has been demonstrated elsewhere with unquestioned success; the countries include Canada, Australia and Argentina. In 2011 the U.S. the federal government paid out $454 billion dollars interest on the federal debt; a privately owned banking entity. That was not an insignificant amount; it is nearly one-third of America’s personal income tax. This was lost to the taxpayers by being transferred to privately owned banks. This interest was publicly money; had the banks been publicly owned then of course this staggering amount could have been use to pay for services, reduces taxes; both.
It is estimated that bringing a nation’s banks into public ownership would eliminate the national debt. Many countries have done so; others did so at a cost: bankers’ inspired war being declared on them.
 
Public banking may appear to be a radical solution, but it is also an obvious one. By developing a public banking system, governments can keep the interest and reinvest it locally. According to Professor Margrit Kennedy and economist Helmut Creutz, that means public savings of 35 percent to 40 percent. Costs can be reduced across the board; taxes can be cut or services increased; market stability can be created for governments, borrowers and consumers. Banking and credit can become public utilities, feeding the economy rather than feeding off it. Source: Truthout. Ellen Brown.
 
 


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What Defines a Job Well Done
Wednesday, December 5, 2012

At this festive time of the year shopping centres arrange competitions for the best dressed windows. Many communities vote for entertainment artistes. Why aren’t businesses given similar opportunity to gauge their popularity or lack of it?  It was Robbie Burns who surmised: “The greatest gift that God can give us; is to see ourselves as others see us.”
 
It was poor performance of car showroom sales staff that inspired the mystery shopping phenomena. This introduced the dark arts of retail therapy when large retailers engaged mystery shoppers to spy on sales staff.  As it cost much more to attract a new shopper than retain an existing one the retailers needed to see their business through customers’ eyes.  The last thing they needed was to spend a fortune advertising for new customers to replace those lost by indifferent or incompetent staff.  Satisfaction should never be the mere ability to earn an income. The icing on the cake is a client’s beaming approval.
 
Having endured an iffy day it would be a relief for me to pull the duvet up to my nose and write it off under the heading; ‘stuff happens.’  As I was about to drop the lid on my laptop the email arrived: “Oh Michael, Where will I find a person like you? Sometimes in life, we walk in the street and meet so many people, but there are just a few that leave a mark and make a difference in your life, I must confess you are one of them.  If you lacked interest or integrity you wouldn't have bothered if I finished the manuscript or not!  Real friends don't come by accident! You've always believed in me from day one. What you might not realise is that writing this book also serves as therapy to me.”
 
The letter was written by Betty Musole. Born into terrible poverty in the heart of Africa she had endured one of the toughest upbringings imaginable. Befriended by Italian missionaries she fought tenaciously for an education that would help her escape grinding poverty and being sucked into a vortex of early death.  Her achievements against all odds, her moral courage propelled her to a better life in the West with her Italian husband.
 
Betty never trampled over anyone to achieve it.  She never took an unearned penny. She is one of life’s givers. When eventually she leaves this world she will leave it in far better shape than most people do. She is an inspiration and her thankful thoughts will inspire me long after her fee payment has been spent. 
 
To be paid for a service provided is satisfying. If on the other hand it is earned at the customer’s expense, because you took advantage of their trust or good nature, you are not richer, you are poorer.  Yes, you survive another day but at what cost to yourself and your client. That is a price far too high and you delude yourself that it has been a successful day. In fact, you failed not only your customer but you failed yourself.
 
 


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