The issue is how do you grow your business. There is an old adage–if you aren’t moving forward, you are falling behind. It doesn’t matter what race you are running in, growing your business is a necessity for your business’s survival and your economic well-being.
I spent a long night discussing this issue with two close friends. One is a prominent corporate attorney who is looking to expand his growing practice into estate planning and probate work. Another is a stalwart litigator looking to grow into corporate work. In reality, they both are making widgets and they face the same issues.
So what is the answer? How do you grow either your entire business or a segment of that business beyond the bare sustenance level?
All of these ways of growing your business have been successfully used by other businesses and, with some planning and investment, will work for you. Make them your New Year’s resolutions; practice them now and see how you came out a year from January.
The first thing that comes to mind when thinking of growing your business is getting new customers. But the customers you already have are your best bet for increasing your sales; it’s easier and more cost-effective to get people who are already buying from you to buy more than to find new customers and persuade them to buy from you.
2. Ask for referrals.
Getting new customers is another approach to growing your business. One of the easiest way to do this is to ask your current customers for referrals. But notice the verb. Doing a great job and just assuming that your customers are passing the word about your business isn’t going to do much to increase your customer base; you have to actively seek referrals. During or after every job or sale, ask your satisfied customer if he knows anyone else who would be interested in your products or services.
3. Innovate your product or service.
Discovering and promoting new uses for your products or services is a great way to both get existing customers to buy more and attract new customers. Think petroleum jelly and duct tape – and how few of these would actually be sold if they only had one use!
4. Extend your market reach.
There are several ways of growing your business by making your product or service available to a new pool of customers. The most obvious is to open stores in new locations, such as opening a store or kiosk in a new town. New locations can also be virtual, such as a website with an online store. Another approach is to extend your reach through advertising. Once you’ve identified a new market, you might advertise in select media that targets that market.
5. Participate in trade shows.
Trade shows can be a great way of growing your business. Because trade shows draw people who are already interested in the type of product or service you offer, they can powerfully improve your bottom line. The trick is to select the trade shows you participate in carefully, seeking the right match for your product or service.
6. Conquer a niche market.
Remember the analogy of the big fish in the small pond? That’s essentially how this strategy for growing your business works. The niche market is the pond; a narrowly defined group of customers. Think of them as a subset whose needs are not being met and concentrate on meeting those unmet needs. A nursery, for instance, might specialize in roses.
7. Contain your costs.
Surprised? Bear in mind that when we’re talking about growing your business, we’re actually talking about growing your business’s bottom line. And the difference between pre-tax and post-tax money can make this a very effective growth strategy. There are two main approaches to cutting costs; liquidating your “loser” products and improving your inventory turnover.
8. Diversify your products or services.
The key to successfully growing your business through diversification is similarity. You want to focus on the related needs of your already established market or on market segments with similar needs and characteristics. An artist might also sell frames and framing services, for instance. Or a mountain bike rental business might switch to renting skidoos in the winter season.
The stories of entrepreneurs who have become both well known and well heeled due to franchising their small businesses are legion – and not just stories. If you have a successful business and can develop a system that ensures that others can duplicate your success, franchising may be the fast track for growing your business.
Expanding into international markets can also be a powerful boost to your business’s bottom line. Like franchising, this is a way of growing your business that requires quite a commitment of time and resources, but can be extremely rewarding.
There you have it; ten ways of growing your business. Don’t let this list overwhelm you; pick one or two of these ideas that are suitable to your business and your circumstances and get your plan for growing your business underway. While you probably won’t experience growth right away, whichever way of growing your business you choose, you will see progress if you keep at it, and will successfully transform your business into all you want it to be. And if you see my friends, tell them there are enough estate planning and corporate lawyers. Tell them to think about something exciting, like criminal law. Those types of lawyers always get the girls on the TV shows.
As always, good luck and good hunting.
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The Fisher Law Office is known for its experience in estate planning, probate administration, asset protection, and business development. Annapolis attorney Randall D. Fisher has practiced for over 20 years, maintains the highest peer review rating for ethics (AV Preeminent) by Martindale-Hubbell, and is a sucker for long walks on the fairways.