#Immediacy on speech making

Of course, if you can manage a smile as well, this goes ...

Of course, if you can manage a smile as well, this goes a long way. It also helps if you can listen as well as talk. Customers If you didn't know it before you started your business, you will surely have learned by now that there is one resource which is vital to all business success customers. In your other life, as a customer, you may think that you choose where and what to buy.

But just ask yourself why you choose to use a particular business for your goods or service. Is it because you have had satisfactory dealings there before? Is it because friends have recommended it? Is it because you have seen it advertised? Is it because it is located conveniently, or the quality is better, or the prices are lower, or what? Some of these topics have been discussed from various angles in previous sections.

Here let us bring them together to try to get an overall picture of what it is that attracts customers to your business. How have you created the resource that your present customers represent? Building up a circle of customers by word-of-mouth recommendation is a slow process, although it is the only effective or permissible method in some professions. In most other trades and professions, it is customary to accelerate this process by sales promotion.

The methods most suitable for your business will largely be dictated by the type of customer you want and the class of market you aim to serve. The methods you actually use will, however, be influenced by cash availability, and you may feel that, • Business What are you like as a firm to deal with? • What is the quality of your goods or services? • Are you reliable? • Do you have a good range of stock? • Do you pay your bills on time? 2. Professional: Do you know your trade thoroughly? Are you well qualified if relevant? Are you a full member of the appropriate trade or professional organizations? Are your staff well trained and properly qualified? 3. Personal: Are you a pleasant person to deal with courteous and good-tempered? Are you fair and scrupulously honest? Are you a 'soft touch'? Do you engage in dodgy dealings? Are you well organized? Are your employees courteous and helpful? Although these strands are often interwoven, there may sometimes be quite large gaps between them. For instance, your firm may be quite well run because of the efforts of your predecessor or your existing staff, while you yourself don't know the business. Or you can be very knowledgeable about your profession and yet quite unbusiness-like.

It is therefore necessary to assess each strand separately and then overall. Remember the old saying that the strength of a chain is that of the weakest link. In the course of your business, you will have contact with many people in addition to customers: suppliers, delivery men, bank managers and staff, solicitors, accountants, competitors, staff of trade, and professional organizations, journalists, police, dustmen, council officials the list is considerable.

It pays to make a good impression on as many of these contacts as possible. You never know when you are going to want a favour from someone and whether this is granted often depends on how you treated that someone the left-hand side write down all the aspects of the product =and its launch, for instance packaging, formulation, online advertising, pricing, guest star, demonstration, and so on. Now sit back and look at what you have written down.

Think hard about the first item on your list and in the right-hand column put down all the ideas you can think of relating to the product launch. For example, taking the first item, 'packaging', this might suggest: family economy size, bio-degradable container, different from competitors, copy most expensive, resemble existing products, recycled material, package designer.

During the brainstorming step, you should not attempt to criticise or censor your ideas. Write down everything that comes into your head, no matter how wild it may seem. There is no need to write a long description just jot down a word or two to remind you of each idea. The whole point is to keep the flow of inspiration going as long as possible.

Keep the pot boiling. You can, if you wish, turn this into a game to play with family, friends or staff. Often a group of people stimulate each other, an idea from one person triggering off an idea from someone else.

When the flow dries up, repeat the process with the next item ...

When the flow dries up, repeat the process with the next item in the left-hand column until you run out of steam once again.

Continue in this way

And yet two different workplaces may have the same nominal floor space ...

And yet two different workplaces may have the same nominal floor space and rent. If you bought most of your equipment second-hand and you have kept... read more

Unless the quantities are large, and significantly better terms can be obtained ...

Unless the quantities are large, and significantly better terms can be obtained elsewhere,- it is better to stick to local suppliers for these goods It is an inexpensive way of building u