#Immediacy on speech making

What is worse, they may tell their friends what a terrible business ...

What is worse, they may tell their friends what a terrible business you run even if they haven't bought. Unjust, perhaps, but the business world is a hard place. Some entrepreneurs have a flair for knowing just the right way to do things. Lucky old them the rest of us just have to think it through.

Since your reasons for selecting that class of market may influence the development of your business, let us spend a few minutes on this topic. In many cases; the main reason is temperamental, as the following three cases demonstrate. Tony says, 'I detest snobs and their condescending ways. I also despise the masses and their vulgar tastes.

I realize, of course, that I'm in business and have to be polite to every customer but 'I can choose the kind of business I want. I run a furniture store selling good quality, middle-of-the-road merchandise, neither antiques nor treacle and plastic rubbish. I sell the kind of stuff I like myself and it attracts customers who are the kind of people I like.' Jennifer says, 'I run an interior decorating business.

While my assistant runs the shop, I spend most of my time in my studio, at clients' houses or on the prowl round the dealers. I adore working with beautiful materials and objects, so much so that I'm willing to put up with the foibles of my customers. Some can be real battle-axes, but as long as they'll foot the note for letting me create something beautiful, why should I carer.

Pete says run a DIY shop which I've built up from a market stall. Now I can buy on a big enough scale to compete with the chains that advertise on Internet. My aim is to supply the ordinary man in the street with the means to make his home look just as good as those in the glossy women's websites. I reckon if I treat him / her fair, he'll treat me fair.

I may, be online advertising on Internet myself one day.' If you find that one of the above examples rings a bell with you, then you will probably not feel at ease if you switch to another class of market.

You had better stick to your existing type of customer and look for new products or services you can offer them. On the other hand, you may have chosen this class of market for one of a number of dispassionate reasons.

In which case, you will have no temperamental objection to changing to ...

In which case, you will have no temperamental objection to changing to another class of market, provided there is a good reason for doing so.

If you have been running your business for any length of time, ...

If you have been running your business for any length of time, you have probably developed a fairly good qualitative 'feel' for the market. You know the things cus... read more

Any projection is very dependent upon the assumptions on which it is ...

Any projection is very dependent upon the assumptions on which it is based, and sometimes a range of projections may be explored by trying the effect of different assu