All posts by Jay

How To Grow My Bakery Supply Business?

Starting Out

I have a business of bakery ingredients trading and have been doing this full-time and part-time for the past ten years. Recently I have decided to do this full time and get more serious with it.  My problem is sales generation: how can I assure adequate sales each month to surpass my break-even point? Right now I’m the only sales agent, and I have one helper. Is it wise for me to train an inexperienced agent regarding the details of the product so he can start selling?  He is very willing to learn the ropes of the trade and wants to start selling next week.

###

Jay’s Answer: You need to develop a large enough client base so that you’re assured sufficient sales in any one month. Ideally, you create an ongoing relationship with your clients so that they get the benefit of your services on a regular basis (think “automatic”) without you having to sell them. Otherwise, you need to continue to enlarge your prospective client base.

Unless you can create a sales system that basically runs itself, you’re limited by how much you can do each month. How many calls? How many emails? Would having another person around who knew as much as you did about selling be valuable to your business?  How much? Would you feel comfortable entrusting someone else with your client calls?

If you haven’t already, I suggest you read “The E-Myth Revisited: Why Most Small Businesses Don’t Work and What to Do About It” (Michael Gerber). It describes a bit of the situation you’re in and suggestions for transforming your sales job into a full-blown business.

Imagine That? What’s Next???

Publicity

I work with a county fair and am working on developing our theme for 2011. I’d like to use “Imagine That” as our main theme/headline with a variety of sub-heads and associated artwork. One example is: “Imagine That…A place where kids become Cowboys!” (and art includes a kid in a cowboy hat). I’m struggling with the others in association with some standard county fair attractions and those specific to our 2011 line-up. So far for 2011 we have clowns (of course), an act called Washboard Willy, Wild About Monkeys (which is actually Babboons), Nicks Kid’s Showk, Petting Zoo (all types of animals, cow milking, etc.) 4-H, Carnival, night concerts, etc. Do you have any ideas for sub-heads that might incorporate those things or others?

###

Jay’s Answer: The problem you’re having is that the attractions (based on the limited information you provided) aren’t remarkable enough for an “Imagine That” theme. Start with identifying WHY kids love each of the major events/shows, and tie that together with a phrase. For example, it could be “Remember When” (to market to parents), “Have Fun Together” (to market to families), etc.

A Tagline For A Hearing Aid Business

Names + Taglines

We are starting up our hearing aid business and need a tagline. Our advertising includes our photo and our company name is JUST US HEARING. We are not a chain, just my husband and myself. We offer individualized service and lifetime rehabilitation for the hearing impaired. Patient’s won’t be treated like $$ walking in the door but become part of our family. My husband and his parents are hearing impaired so we know the challenges and frustration with not being able to understand conversations. We want to get across that we care, are compassionate and will treat our patients like family, like we want to be treated. We’d really like something of a metaphor.

###

Jay’s Answer:

  • We Know What You’re Missing
  • You’re Not Just 2 Ears To Us

Selling Bath & Body Products For Valentine’s Day

Names + Taglines

I run a company that manufactures and retails bath and body products such as handmade soaps, lotions, body butters, lip balms etc. We are launching soaps for Valentines that are heart shaped and we plan to run a promotion for the soaps. Needed help coming up with a fun, catchy line for point of purchase material and was wondering if you could help me with some ideas.

###

Jay’s Answer:

  • Love Yourself Cleanly
  • Love Your Body

Gala Name Needed For Non-Profit

Names + Taglines, Publicity

I am in the process of organizing a gala for a for profit Therapy Agency, who’s owner would love to open a not for profit development center, geared towards the opening of a school for children living with Autism and any other nervous system disorder, it is very dear to my heart because my son, Josef is Autistic! We live in the capitol of FL, and this school would be the first of its kind. We plan to have a silent auction, dinner and dancing. The month we plan to have this is in Feb., the weekend before Feb 14th.

###

Jay’s Answer:

  • Tallahassee’s Loves
  • For The Love Of Autism

Name Our Anniversary Fun Run

Names + Taglines

We are having a fun run for the school this February 14, and the school will be ten years from its centennial.  the fun run is open to all but mostly will invited alumni and friends. whats the best tagline for the fun run?

###

Jay’s Answer:

  • Run The Best You Can Be
  • PWU Run: Party With Us Run
  • 10 Years From A Century Run

Go For No

Creative Business Ideas

Go For No
Photo by Phil Brown

One of the biggest habits I’ve been correcting is that I’ll email or call a potential client and get miffed when I don’t hear back from them. I assume they’ve received the message and by not responding, they’re clearly saying “not interested”.

I now have a new system. I go for “no”. A non-answer is simply a non-answer. I don’t know if the person does or doesn’t want my services. All I know is that they didn’t get back to me. Perhaps my email went into their spam folder or my phone call was deleted before they could act on it. I don’t know. I also don’t really care what the story is. My goal is to simply get a “yes” or “no” answer. If they’re truly not interested, I want to hear “no”. If they are not ready to answer, that’s okay – I can re-ask my “yes” or “no” question again after their concerns/needs are better met. Best case scenario – I hear a yes.

Unless you’ve done a lot of door-to-door selling, most of us hate hearing “no”. We take it personally, and a “no” feels bad. So we gingerly ask questions and assume we know the answer.

If you’re sending someone an email that requires an answer, and you don’t get one in a timely matter, call them. If you’ve called someone and they haven’t returned your calls, write them a handwritten letter. If you’ve written them a letter and they haven’t responded, try dropping by (if the answer is truly worth your time). What’s the worst thing that can happen? You’ll hear NO. What’s the best thing that can happen?

Ignore Everybody: And 39 Other Keys To Creativity

Book Reviews

Ignore Everybody CoverI first heard about Hugh MacLeod from Seth Godin. Seth wrote a story about an advertising executive who prolifically doodled original artwork onto the backs of his business cards (while commuting by train) and gave them away to people he met. The cards became a “calling card” for him – he got noticed. Today his website (Gaping Void) gets over 2 million unique visitors. Cost? His creative time.

Hugh’s book is a little bit of card gallery, and a bit of personal insights about his search for (business) creativity. He graciously posted the first 30% of the book on his website to see the content for yourself.

The key point of the book is that you should do something that’s important to you creatively not because you’ll make money, not because you’ll become famous, but because it’s who you authentically are. If you’re thinking of starting a business that leverages your creativity (art, writing, advertising, computer programming, etc.) don’t quit your day job. Having the security of income (what he calls “Cash”) allows you to play with creativity (“Sex”).

Everybody is creative – but not everybody has given themselves the opportunity to rekindle their creative spark. Start today. Stop complaining and try something. Don’t focus on the outcome – revel in the process. And someday, sometime, somehow maybe that spark will ignite your life.

Bonus: Hugh also created poster version of the key points of the book:

Orbiting Everybody CoverAside:  Another wonderful (and definitely recommended) book on business and creativity is: Orbiting the Giant Hairball: A Corporate Fool’s Guide to Surviving with Grace (Gordon MacKenzie).