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How to Make Your Small Business a Success

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  • Description

    Erin Verbeck talks about how to change your marketing to get more clients.

  • Duration 4:30
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And the -- -- talk about some companies now small business business if you well.

Women continue to launch companies at a rate higher the national average and yet their companies continue to be smaller.

Then those owned by and then but marketing expert Aaron Burbank says.

All the case in the little shift in your mindset and a shift in your marketing strategy to become successful -- below those big companies out of the water.

So is it too big feature you -- and I'm gonna toss it to you now but -- -- her back here from Dallas Texas joining us.

By satellite -- I just wonder.

How.

How is this -- you need in order to get -- Monday.

So as you mentioned -- it really is about a shift in your mindset and so instead of looking at how many customers that you can surveys -- and really trying to be everything to everyone.

It's about looking at creating a unique set of products that are very customized and hard to imitate.

So that -- servicing a smaller amount of customers that really blowing their minds.

With what it is that you did -- and when you do that you can charge more.

For that's those products and services.

So -- sort of a more focused approaching you call it a boutique approach and no one knows -- -- things that you point out is that you don't need an actual storefront.

In order to be -- -- -- elaborate on that -- That's exactly right so it's nothing mentioned it really is about focusing and on what makes you different.

And offering things that the big box stores in the discounters aren't offering -- you're really breaking out of any mauled of business that you've known before.

And and focusing on doing something completely different that your customers can't get elsewhere and terms of the business structure had a this kind of an approach differ from a standard one.

So what you're doing is you are really intimately getting to know your customers you're developing relationships with and that the big competitors can't do and frankly in one is out -- discount and can't do either because they simply don't have time.

See you're looking at servicing -- fewer amount of customers.

And you're providing over the top products and services for them.

That they're willing to pay more for but why would you want to compete with the big stores it seems like one of those things that everybody at some point wants to achieve now.

Well he you just can't compete with and there's no way you're ever going to be able to compete with them on price.

Because they have economies of scale that you are never going to be able.

-- to top.

So you've got to look at a different way of running your business and if you compete with them on price you're not going to be around for -- so you've got -- look at doing other things like creating.

Incredibly customize products and service says.

I'm in an experience that they can't get.

From anyone else that makes -- say you're worth paying more for now with fewer clients you will need higher profit -- -- how difficult is that to achieve.

Might -- again when you don't have to having a unique product and service mix that people can't get elsewhere they're willing to pay more for you if you're going over the top and thrilling man with what it is that your.

A delivering today and so you know here's a great example and -- -- stay here you are about professional photographer.

And -- you're worried about the -- down the street who picked up a camera and is competing with PO.

What you've got to do is you've got to bring products at that -- down the street can't do and you've also got to bring them an experience that that the Kmart in the JC penny in the Wal-Mart but if studio doesn't offer either -- -- bringing them a unique experience with you.

As well as -- as it's completely different product.

Offering that they can't get there either.

Now the normal or understandable thing I would think for business in that position when they do are competing with either the mom down the street the Wal-Mart down the street.

This may be lowered their prices a little bit more to try to entice more customers -- -- actually a bad idea why.

Right it is because when you're -- -- You're teaching your best clients those clients that are already loyal to you to wait for a sale.

And then in addition -- that you're also attracting the people that are cheap to Begin left right -- you're -- out a red flagged everyone.

That Euro worth less as soon as you discount and sit and as soon as -- at cheaper prices so what you really need to do is offer something different it's a complete -- shift don't see those.

Those big box is in those discounters as your competitor.

You need to say that this is something you can't get elsewhere in really work at creating something.

That's unique and specific to what your customers want you're creating products specifically -- and a instead and just creating products that they can get anywhere else and so how difficult it is.

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