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RULE #1Market your business to the customer YOU WANT.Most beauty businesses try to be everything to everyone. It's exhausting and expensive promoting yourself to everyone. Most people simply give up.Focus on the customers you really want. What is your passion, what do you excel in? Who is your ideal customer? What would you ideally like to do every day in your business?Focus on what you want to do and the clients you want, and market directly to them and only them.
The code-of-ethics playlist:o Treat your colleagues, family, and friends with respect, dignity, fairness, and courtesy.o Pride yourself in the diversity of your experience and know that you have a lot to offer.o Commit to creating and supporting a world that is free of discrimination, harassment, and retaliation.o Have balance in your life and help others to do the same.o Invest in yourself, achieve ongoing enhancement of your skills, and continually upgrade your abilities.o Be approachable, listen carefully, and look people directly in the eyes when speaking.o Be involved, know what is expected from you, and let others know what is expected from them.o Recognize and acknowledge achievement.o Celebrate, relive, and communicate your successes on an ongoing basis.
Your brand is a combination of a customer’s experiences with your business at every touchpoint. Each memory, thought, impression, website visit, story, sales letter, social media post, event, phone call, and transaction contribute toyour company’s brand reputation.
Many small businesses are doomed from day one, not from competition or the economy, but from the ignorance of their owners . . . their destiny is already decided because they have no idea how a business should be operated.
There are few experiences in life as painful and brutal as the failure of a small business. For a small business conceived and nurtured by its owner is like a living, breathing child. Its loss is no less traumatic than losing a loved one.
Mom & pop stores are not about something small; they are about something big. Ninety percent of all U.S. businesses are family owned or controlled. They are important not only for the food, drink, clothing, and tools they sell us, but also for providing us with intellectual stimulation, social interaction, and connection to our communities. We must have mom & pop stores because we are social animals. We crave to be part of the marketplace.