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Small Business and The Sequester: Keep Swimming for Shore

sequester aheadAccording to the Encarta dictionary the definition of sequestration is:

“The act or process of legally confiscating somebody’s property temporarily until a debt that person owes is paid, a dispute is settled, or a court order obeyed.” 

Now, most of us understand that the current “Sequestration” in the context of the United States of America is centered on settling a dispute.  No matter which side of the political coin you’re on, we most likely all would agree this is a very sorry state of affairs.

The Sequester:  How We Got Wherever it is We’re At

Sequestration is actually a CR (Continuing Resolution.)  According to the glossary on the United States Senate website a continuing resolution is defined as:

Legislation in the form of a joint resolution enacted by Congress, when the new fiscal year is about to begin or has begun, to provide budget authority for Federal agencies and programs to continue in operation until the regular appropriations acts are enacted.

This would seem reasonable to most small business owners who operate using a budget.  Sometimes it takes a bit longer to gather the information required to create a viable operational budget, and it is quite possible you’ve missed your own deadline a time or two.

(Note: if operating with a budget does not describe your small business we’d have to say that no matter whether you favor a Democratic or Republican budgetary agenda, it’s a bit hypocritical to object to the fact our government has failed to come up with a budget.)

If you’ve missed your own deadline to have a budget in place for your small business, it’s a pretty good bet that this became your highest priority and you made sure your budget was completed and deployed sooner than later.  That’s simply sound business sense.

The issue that we have as a nation is that our nation is operating using a 78 page continuing resolution rather than an actual budget.  We’ve actually been operating on more than one resolution in the last few years.  Here’s how putting together our nation’s budget is supposed to work:

  • In 1921 the Budget and Accounting Act of 1921 as well as the Congressional Budget and Impoundment Control Act of 1974 make it a legal requirement for the President to submit a budget for the upcoming fiscal year, the deadline is the first Monday of February.  The President’s budget is to be a detailed document to include both spending and revenue proposals, as well as proposals for policies and other initiatives put forth by the President and their impact on the budget.
  • The President’s budget is delivered to the Congressional Budget Office which is responsible for analyzing the President’s budget and then publishing a report.  The CBO is a “nonpartisan” agency and is also responsible to estimate federal revenue and spending should a budget not be passed for the fiscal year as well as for the next ten fiscal years.
  • Both the House and Senate Budget Committees, along with other committees related to the budget are to begin their review of the President’s budget in February and March.  All committees are to submit their budgets by April 1 to the House and Senate.  It is expected that the House and Senate, after analyzing and perhaps amending the budget, have a Congressional Budget Resolution approved by April 15.  The CBR is Congress’s agreed upon budget proposal and must include estimated revenue and spending, surplus or deficit, and an estimate public debt resulting from their budget resolution.
  • Here’s where it can get pretty confusion and a ton of issues can arise.  Within the budget there are two types of spending, mandatory and discretionary.  Simply put, mandatory spending is mandated (required) by law.  However, discretionary spending is not.  Any discretionary spending in the budget must be evaluated by Appropriations committees who analyze the discretionary spending in the budget, put together bills that may include amendments to what was allocated in the budget, and then submit their bills to the House and Senate.  If the House and Senate can’t agree on particular appropriation bills, they then are forward to a conference committee of both members of the House and Senate.
  • When an appropriation bill is approved by both the House and Senate it is shipped off to the President who can then either approve or veto the bill.  If the President vetoes the bill, it gets sent back to Congress who then either come up with another bill or override the veto (requires 2/3 vote.)

For several years practically none of the above has gone according to plan.  President Obama has missed the deadline for submitting a budget.  According to Dave Boyer of the Washington Times:

“In 2009, the president submitted a budget outline on Feb. 26. In 2010, Mr. Obama actually met the legal deadline, presenting his plan on Feb. 1. In 2011, the budget arrived on Feb. 14 — a week late. In 2012, he released the budget on Feb. 13, again one week late.

But this year, a budget that was expected on Capitol Hill by mid-March now has been pushed back until April 8. That would be 63 days late, a record unmatched by any president. President Reagan in 1988 submitted a spending plan that was 45 days late.”

However, again according to the Washington Times, Congress has also neglected their part of the deal:

“Congress hasn’t passed a budget since 2009, even though the Budget Act says it must do so by April 15 every year.

House Republicans passed budgets in 2011 and 2012, though they never reached final agreement with the Senate, where Democrats haven’t written a budget since 2009.”

The Impact of the Sequester On Small Businesses

How the sequester is/will impact small businesses is a big subject.  But here are a few predictions as well as current problems small business owners face due to the sequester:

Constantine Von Horrman, CBS Money Watch:

In this article Dr. Stephen S. Fuller of George Mason University in conjunction with Chmura Economics and Analytics is quoted:

“Many small businesses are subcontractors, suppliers and vendors to larger scale businesses that are the prime federal contractors,” he said. “These subcontractors, suppliers and vendors have little recourse when their contracts with their primes are scaled back or terminated; in fact the suppliers and vendors may not even know that their business is linked to a federal contract that could be canceled due to something called ‘sequestration.”

Kelly Phillips Erb, Forbes.com  

In this article Ms. Erb notes that, because of sequestration, “the refundable portion of the Small Business Health Care Tax Credit for qualified small tax-exempt employers will be reduced.”  The purpose of this tax credit was to incentivize small businesses to continue providing health insurance.

“Now, with sequestration, that credit gets a haircut. Practically speaking, what that means is that health care benefits just got a little more expensive for those employers. Just like that. And considering that health care costs for employers are already increasing at about 8% per year (about four times the rate of inflation), that’s not insignificant.”

Maybe Sequestration Isn’t Such a Bad Thing for Small Business

Outside of “doom and gloom” there are some who don’t see sequestration as being all that bad for small business.

Elana Fine, managing director for the Dingaman Center for Entrepreneurship stated in a recent article that she felt that the sequester would be good for the Washington D.C. region:

“Rather than starting high growth technology businesses, our top talent is working for government consultancies. There is now a higher risk to working in/for the federal government, so the trade-off to start a business has changed. If you are sitting at your desk right now, unsure of what lies ahead, and see a market need that matches your skill set, start thinking about starting something of your own!”

Startups are good for the economy and Ms. Fine’s observation can also hold true at the state, county, and municipal level.

However, we particularly enjoyed Gene Marks’ article on Inc.com “9 Great Things About the Looming Sequester.”    For one, it’s written tongue in cheek, but his humorous viewpoint is definitely a breath of fresh air when it comes to the sequester.  Here are our “Top 2” of Marks’ 9 Great Things:

3.  Most small businesses will not be affected.

Contrary to the Armageddon predicted, most business people I know aren’t fazed by a five percent budget cut.  In fact, most small businesses will not really notice it.  That’s because there are between 20 million and 30 million small businesses in this country.  These are pizza shops, gas stations, accounting firms, strip bar owners, and plumbers.  Some, of course, will be impacted, particularly those that sell directly to the U.S. government, rely on federal grants, or have military contracts.  And there will be others (like me) who will feel the bite indirectly because customers are in affected industries, like defense and education.  And some will see revenue fall because they’re located in regions where cuts will make a difference.  But the good news is that the government next year must cut $85 billion from its $4 trillion in spending.  You know the math.  You cut stuff from your budget all the time.  Life goes on.

4.  Something is being done about the deficit.

Hundreds of thousands may lose their jobs.  Government services may get squeezed.  Flights may be late.  Some businesses will suffer.  Locusts, hail, and frogs may fall from the sky.  This will all be painful.  But not as painful as allowing the deficit to continue and the national debt to grow to more than 900 percent of U.S. GDP.  Not as painful as passing down significant debts to the next generation and hampering the government from funding expansion, infrastructure, and defense because the country is unable to borrow any more to pay the bills.  These automatic cuts are at least doing something about that problem  And in an era where no one in Washington can get anything done, most of the business owners I know are happy that at least something is getting done.  Even if it’s just a five percent cut.

Your Best Bet for Reacting to the Sequester

Reacting to the sequester isn’t going to do you much good.  When we “react” to something this usually means we’re in fright or flight mode and can rush into making some unfortunate decisions, or simply become so paralyzed that we do nothing.  Rather than react – ACT.  And, in order to act effectively, this means making decisions and plans from a proactive, solutions-based perspective.  Complaining about problems or challenges is like treading water, you put out a whole lot of energy, but don’t get anywhere.  Sooner or later you run out of energy and drown.

Rather than drown, you can swim through the sequester.  You may get tired and have to float on your back every now and then, but you do have a choice as to whether you’re just going to let yourself sink, or keep swimming for shore.

Different is an Adjective, Differentiate is a Verb

different“Differentiate your small business in order to stand out from your competition” is a mantra many small business owners are tired of hearing.  Not because they don’t think it’s true – but because they can’t figure out what it is that makes their business “different.”

Understandable.  There are approximately 27 million small businesses in the United States and certainly hundreds of thousands of other businesses providing the same services and/or products as any given small business owner.  Depending on where you’re located, in your own service area like businesses may number in multiples of 1000.

These numbers seem to give some juice to a small business owner’s lament that it isn’t as easy as it sounds to figure out what makes them different.

The good news is what you learned in the fifth grade grammar might be able to help you out.  While they may sound alike, when it comes to creating competitive advantage, the words “different” and “differentiate” are really quite, well…different.

When you say your business is somehow “different” you need to provide some sort of attribute or quality about your business that modifies your customer’s thinking.  Which makes sense, as the word “different” is an adjective.  Adjectives modify nouns and, no matter what you might think, and until you convince them otherwise, your business is just another noun to prospects and customers.  On the other hand, differentiate is a verb – and verbs are words that describe an action or state of being (there are also “helping verbs” but that will only help to confuse you, so we’re just going to pretend there are only two types of verbs.)

Nouns Just Sit There – Verbs Do Something

The fact that different is an adjective while differentiate is a verb is more than a lesson in grammar – it’s a lesson that can help you get through the process of truly differentiating your business.  Let’s take a look at what that might look like in practice:

Small businesses often use customer service to differentiate.  And providing great customer service certainly makes you different from businesses that provide lousy customer service.  But to really differentiate yourself from like businesses who offer great customer service you need to identify specific attributes, characteristics, and/or qualities that ACT to differentiate the level or type of customer service you deliver.

Remember, a verb can describe not only actions but also state of being.  Is, am, are, was, were, be, become, being, been, has, have, and had are common state of being verbs.  You might think of a state of being verb in terms of an equal sign:

  • ABC Florist is the most dependable in town.  ABC Florist = Most dependable.
  • 123 Accounts has the most experienced staff in town.  123 Accountants = Most Experienced.

Now, as any expert in English grammar out there reading this will tell you, this article certainly shouldn’t be used to help your fifth grader diagram a sentence.  But it can definitely serve as a jumping off point for differentiating your business from your competitors.

Small Business Resolutions for the New Year

resolveWhether or not you’re someone who makes them, it’s pretty difficult to get through the month of January without coming across the notion of making “resolutions.”  We usually think of New Year’s resolutions as decisions made by individuals.  However, considering that most people make resolutions as a way to improve themselves, it seems logical for small business owners to consider making a few New Year’s resolutions for the purpose of improving their business.

Usually resolutions fit one of two categories:  to either stop doing something, or start doing something.  When you make a resolution it means you’ve made a “firm decision” to either stop doing something or start doing something.  The most meaningful personal resolutions are made after careful reflection as to what things we might stop doing (such as smoking) or what we might start doing (such as reading more) that will improve the quality of our life.

Small business owners who want to improve their business over the course of the upcoming year can take this same approach when making “resolutions” about their business – and reflecting on the word “resolve” can be a good jumping off point for creating meaningful and productive resolutions for your small business.

R is for Research.  As you enter a new year, taking a good look at your competition and your customers is a good place to start.  Have any new competitors entered your market?  What are your competitors doing right?  Doing wrong?  What are your competitive advantages?  What have your customers been up to?  Has their behavior changed?  If so, how?  Are there any potential customer targets you’ve overlooked?  What opinions do your customers (and other stakeholders) have about your business?

E is for Employees.  A small business owner’s employees are an invaluable resource.  Outside of performing annual evaluations, how are you leveraging your employees?  Are you growing employees via training and mentoring to take on greater responsibility as your business grows?  How often and by what means to you tap into the knowledge base your employees have about your business?  What systems do you have in place to motivate and reward your employees?

S is for Social.   Most small business owners are going to read “social” as “social media” – and social media is definitely a networking cornerstone.  However, now is a good time to review (or create if you don’t have one) your marketing communications plan for the upcoming  year and that plan should integrate social media, public relations, and in-person contact.

O is for Operations.  Sometimes you can get so caught up in “running” your small business on a day-to-day basis that it’s easy to overlook the importance of regularly reviewing operating policies and procedures.  If things seem to be running smoothly then “If it isn’t broken, don’t fix it” might appear to be the wise course.  However, taking a closer look at regular intervals can identify problems before they occur, as well as problems you don’t know you have.

L is for Leadership.  Small business owners are the captain of their ship – and as such must provide meaningful leadership.  What kind of leader are you?  And leadership isn’t restricted to your relationship with your employees.  How does your business play a leadership role within your community?  Your industry?

V is for Values.   A small businesses’ values guide every aspect of that business.  Those values also create the culture within which your small business operates.  They must also resonate with the values of your customer.  What are your values?  Have they changed?  How do you communicate your values to your employees, customers, and other stakeholders?

E is for Enjoy.  Remember when you started or looked forward to opening your business?  Certainly there was a sense of joy in fulfilling that dream.  Running a small business is serious business, but the process should also be enjoyed.  Taking time to celebrate success (great and small) keeps the engines of your business humming.  How does your small business acknowledge and celebrate success?  Is creating a business where people enjoy working and where customers/clients enjoy doing business a high priority?

As you read the above it’s likely a few ideas came up as to a few New Year’s resolutions regarding something your small business should start (or stop) doing in order to improve the quality and profitability of your business.  Unfortunately there’s no “w” or “p” in the word “resolve” – because your next steps should be writing those resolutions down and then creating a plan to carry them out.

Don’t Get Hit by a Curve

supply and demandMost small business owners don’t have a degree in economics.  As a matter-of-fact many small business owners don’t have a college degree period – neither of which eliminates the ability to grow a successful small business.  On the other hand, successful small business owners value continuous learning because they understand how vital learning is to the success of their business.

However, it’s relatively likely that you know enough about economics that the thought of reading a post dedicated to the subject induces a yawn.  If that’s the case, take a deep breath, sit up straight because you’re apt to learn something here (or be reminded of something you were supposed to have learned before) that will add to your aptitude to turn the vision you have for your business into reality.

We’re all familiar with the term “customer demand.”  For example, it is helpful if there is a high customer demand for the products and/or services your small business sells.  But you might not be all that familiar with the term “demand curve.”  Many of you might not be aware how understanding the basics of a demand curve can be of assistance.  You might also not be aware of just how supply relates to demand – or how that relationship can impact your small business.

While you may understand that it never makes sense to compete solely on price, you also understand how important it is to correctly price your products and/or services.  The reason for this is obvious:  If the price is too high people won’t buy, if the price is too low so will your profit margin.  Here’s where a demand curve comes in handy because a demand curve is a tool that acts as a model for consumer behavior (i.e. what they are willing to pay.)

A Demand Curve is the Right Tool for Pricing Job

Establishing price is a difficult task that begins with understanding the basics of the demand curve.  Every product or service has a demand curve that provides a visual illustration of how willing and how much consumers are willing to buy as a price changes.  Typically a demand curve will demonstrate “price points” that represent an inverse relationship with the quantity consumers demand.  That might sound complex, but what it means is that typically when a price increases there will be less demand (consumers don’t want to or can’t afford to buy) and when a price decreases there is an increase in demand (consumers can now afford to buy or become willing to buy more.)

What Can Cause the Curve to Shift

Changes in price create different price points and therefore impact demand – but some situations can actually cause the entire curve to actually shift.  Common factors that can shift demand is a change in consumer income, the introduction of a “substitute” product consumers are more willing to buy, a decrease in the availability of what you’re selling, or changes in consumer preferences.  Factors that result in less demand are represented by a shift to the left, factors that result in more demand create a shift to the right.

Demand Can Be Elastic – Or Not

While it is true that changes in price can impact demand, it is important to understand that how important a product or service is to consumers can impact – or not impact – demand regardless of price.  For example, electricity.  If the price goes up consumers still need power.  It is likely that the consumer will decrease their spending on “less important” goods and services to take up the slack.  This is an example of “inelastic demand.”  It’s easy to understand that the most “elastic” (i.e. easily impacted by changes in price or other factors) goods and services are those consumers think of as “optional” rather than “essential.”

At the Corner of Supply and Demand

It probably won’t be a surprise to learn there is also a “supply curve.”  Where the supply curve intersects with the demand curve identifies “equilibrium” in the marketplace for a particular product or service.  The supply curve itself represents the quantity of goods and services a vendor (i.e. your small business) is willing and able to sell at a given price.  Generally speaking, the higher the price, the more vendors are willing to supply.  However, supply curves can shift just like demand curves due to various factors such as a cost increase in the resources needed to produce a product.  It can also shift due to vendors expecting a price increase, where vendors hold back supply until the price does, in fact, increase.

It is clear that understanding the basics of supply and demand, as well as the relationship of demand curve and supply curve, can help a small business avoid or plan for shifts on either curve.

What’s Driving Your Business?

There’s a ton of “business lingo” to learn if you want to be a successful (or continue to be a successful) small business owner.  One of these terms you’ve probably heard many, many times is “business drivers.”

The term “business drivers” seems pretty simple, even self-explanatory.  It might appear silly to waste ten minutes reading an article to learn more about something you’ve already got figured out.

Knowing what drives your small business is important, but understanding how they can influence your small business is key.

The Big Three 

The fact is that most business owners do have a handle on three major drivers of their business:

  • Making a profit
  • Being better than the competition
  • Personal desire to run a small business

Put these three things together and it looks like you’d have a pretty clear picture of what’s driving your small business.  But what does “driver” actually mean?

Say you’re responsible for carpooling six teenagers to school in the morning.  On the way, you’re not only trapped in a vehicle containing who knows what amount of raging hormones – one of them slips a CD into the player and turns the volume up – way up.

“That music is driving me crazy!” you say, but what do you actually mean?  What you probably mean is that the music is “causing” you to feel crazy.  However, another way to look at it is that the sound is a force strong enough to make you feel crazy.  You might also say that the music is applying enough pressure to your brain that it makes you feel crazy.

Those of you with even a little bit of technical expertise know that a “driver” also refers to a type of computer software.  In particular, a piece of software that controls what happens when you put information into the computer as well as out of a computer.  Your printer drivers tell your computer what to do with the information (document) you ask it to print (“put into” your computer) as well as dictate what the document looks like when it gets printed (the “output.”)

Finally, if there are any mechanics or carpenters out there, you know that a driver is also a kind of physical tool that applies pressure.  For example, a drill.

business driverSo we’ve got some pretty strong words here associated with the word driver.  Business drivers can place pressure, both positive and negative, on small business.  Business drivers can have influence and/or control over various aspects of small business.  Business drivers can act a force that compels a small business owner to take particular types of action.

Now let’s use the three most common business drivers to give us a bit of insight into how business drivers can influence your small business.

  • Profit:  Certainly making a profit controls many aspects of your small business.  Price is the most obvious, but also the need to control costs can impact everything from how much we can pay employees to operating hours.
  • Competition:  The ability to stay in front of a particularly threatening competitor can definitely pressure a small business owner – for example, perhaps ramp up their marketing efforts.
  • Personal:  Most any small business owner can relate to the desire to own their small business as the “force” that keeps them going, as well as what may have motivated a few bad business decisions as well.

Business Drivers Shape Your Small Business

Just as loud music might be a force strong enough to make you feel crazy – business drivers are forces that impact your business.  And these forces extend beyond the desire to own a business as well as stay ahead of the competition and make a profit.  Here’s a list of common business drivers (including The Big Three):

Financial Drivers – impact your ability to make a profit.

Operational Drivers – ways that you can improve how you run your business, such as hiring practices or instituting training programs for employees.

Supplier Drivers – access to reliable vendors to supply your business with what it needs, also the quality of those supplies.

Customer Drivers – we all know how strong an impact attracting and retaining customers drives small business activities and decisions.

Competitor Drivers – anything the competition does that impacts what you do to stay ahead of their game can be considered a business driver.

Regulatory Drivers – the most obvious might be employee regulations, but regulations related to the environment, zoning codes, as well as industry or association standards and regulations impact your small business.

Personal Drivers – your desire to own a small business, as well as issues of self-esteem and self-image can also impact your small business.

Each and every one of these business drivers serve to shape what business strategies your pursue as well as define the needs of your business.  These are not the only business drivers, there are many more.  Being aware of drivers impacting your small business is integral to being able to make sound, informed, strategic business decisions.

How to Put Two Powerful Words to Work for Your Small Business

thank youTwo simple words can be one of the most powerful tools for building your small business.  They’re easy to remember:  one is “thank” and the other is “you.”

You might think you know what “thank” means, but it is more important to understand that “thank” is a verb.  Which means “thanking” is attached to doing something.

  • Thanking acknowledges
  • Thanking  recognizes
  • Thanking expresses
  • Thanking demonstrates

Acknowledging, recognizing, expressing, and demonstrating are also verbs.  When they are partnered with the word “you” the act of thanking becomes specific to a particular person or group of people.

Human beings are social beings.  We like to be noticed by others.  It is especially meaningful when others notice the things we do.  When we thank someone for something they’ve done we validate the value of their action.

How does the act acknowledging help your small business?

Obviously the most important people in your small business are the people who buy from you.  What we can forget is that there’s nothing that requires people to buy from you – they choose to buy from you.  Small businesses put a very powerful action into play when they thank their customers because it not only acknowledges gratitude that the customer made the decision to buy from you – but it validates that decision as being the right decision to make.  Generally speaking, people like to make “right” or “good” decisions.  Knowing they made a good decision buying from you increases the chance of the customer buying from you again as they will want to make another good decision.

But acknowledging others shouldn’t be limited to your customers or clients.  Employees, vendors, investors, community leaders – anyone who takes actions that directly or indirectly benefit your business should be acknowledged as you want them to continue to take actions that benefit your business.

How does the act of recognizing help your small business?

Humans enjoy having their achievements and actions recognized.  Again, it validates that they’ve taking “right” action.  Recognizing the contributions others make lets them know what they’ve done hasn’t gone unnoticed.  When what people do is recognized in a positive way it contributes to positive self-esteem and self-image and motivates them to continue to make those contributions.  A good example of how recognizing helps your small business are employees.  When an employee does a great job recognizing their contribution to your small business motivates them to continue to do a great job.

How does the act of expressing help your small business?

In relation to the word “thank” the act of expressing means we communicate our gratitude out.  We don’t keep it to ourselves; rather we share our gratitude with its source.  Customers, employees, vendors, investors are not mind readers.  Unless your small business expresses via acknowledging and recognizing the actions of others that contribute to and benefit your business there is little motivation for those parties to continue to make those contributions or act in beneficial ways.

How does demonstrating help your small business?

Think about demonstrating a product.  That act is designed to explain or describe how something works – in other words you demonstrate a product to “prove” something works.  When a small business owner demonstrates gratitude the act provides the person (or persons) receiving their thanks with “proof” that their contribution or act is being acknowledged and recognized.  Demonstrating our thanks is similar to expressing our thanks, but refers to specific “acts of thanks.”  For instance, we demonstrate gratitude by expressing our gratitude via a specific act such as writing a thank you note.

Small business owners who generously demonstrate how thankful they are again motivate the people they are thanking to continue to behave in ways that benefit their business.  For example, a business that provides a yearly thank you party to their vendors demonstrates their gratitude by providing their vendors with the opportunity to network and grow their own businesses.  This act on the part of the small business owner, in turn, motivates their vendors to continue to provide that small business owner with best service at the best price.

Investing in putting the power of thank you into your small business provides powerful returns.

One Size Does Not Fit All

one size fits allIf you’re a small B2B business owner wondering what would be the best ways to market your business you might be thinking in terms of online versus offline marketing tactics such as Facebook, blogs, Twitter, Pintrest versus TV, Radio, and print ads.

But if that’s where you intend to start, you’d be making a mistake.

Many small business owners make the mistake of putting the cart before the horse because they think they know who it is that they will be marketing to.  After all, you’re an accountant and you need to market to businesses who need accounting services.  Or you’re a human resource company.  Or you’re a wholesaler.  Or…

Even if you are a small business selling to other businesses within a very specific industry sector – in order to develop effective marketing strategies you need to understand that one size does not fit all.  Marketing messages to a CEO aren’t necessarily the same marketing messages you’d want to be sending to the CIO.

So, the very first step you’ve got to take when putting together marketing strategies and then developing a plan to carry out those strategies figure out exactly who you are marketing to.

Customer Profiles versus Buying Personas

Certainly living in a digital world where online social media marketing gets center stage has dramatically changed the landscape for selling B2B.  But what sense does it make to jump head first onto Facebook, Twitter, LinkedIn, Pintrest and the rest of the usual suspects (not to mention what is sure to pop up in the future) if you don’t know who you’re talking to?

Furthermore, even if you were to make the decision (which would definitely be a mistake) to ignore these online platforms, they aren’t the only thing that’s changed the landscape when doing business in the B2B world.  If you intend to create trade ads, attend tradeshows or conferences, design brochures, or any other type of “not online” marketing material – you’ve still got to know who you’re marketing to.

If all the above doesn’t convince you, consider this:  when was the last time you were able to simply pick up a phone and then make your way up the phone ladder until you were put through to the decision maker?  Sure, it could happen, but rarely does.  Instead, most businesses are organized in a fashion where there are a wide-range of decision influencers as well as other stakeholders that are likely to be involved in both setting buying criteria (exactly what needs to be there in order to make the purchase) and well as the buying decision itself.

Which is why you need to develop “buying personas.”  What are buying personas?  Buying personas are similar to, but at the same time, much different from “customer profiles.”  A customer profile describes your “optimal” or “perfect” customer or client and is absolutely essential to developing marketing strategy and implementing an effective marketing plan.  What industry they’re in.  How much revenue they pull in.  How many employees they have.  Basically customer profiles contain specific demographics and statistics that provide a clear picture of your target market(s.)

On the other hand, a buyer persona describes the specific human being you are marketing to.  Rather than using statistics and demographics, a buyer persona uses behaviors, motivators, personality traits, likes/dislikes to describe the specific person you are delivering your marketing message to or how to create content (such as sales letters, proposals, and emails) that resonate with the individual you happen to be dealing with.

Well-developed customer profiles and buyer personas are essential in order to “best market” your B2B small business.  Time devoted to putting these two critical pieces of the marketing puzzle will increase the return on your investment in marketing your small business.

The Business Financing Secret

Every business is secretly getting expansion capital from the same place. But now we’re letting the cat out of the bag:

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