Small Business Results in a Down Economy

by Shelly Berman-Rubera

There are many articles and seasoned entrepreneurs that believe this is an incredible opportunity for running or starting a business. The thinking is that a recession is like going to a restaurant in the off-peak hours, it’s a little less crowded and they have early bird specials. The key is your ability to differentiate yourself and your company.

As small business owners, our perspective and being very clear on our outcomes is crucial to reaching our desired destinations. Any way you slice it, your clarity about your message, your ability to communicate that message and your sales skills are imperative to your performance and your results.

In order to grow your business and achieve extraordinary business development, here is what you need to know and what you need to do.

You need to focus on seven fundamental areas:
1. Are you operating from a place of passion and purpose?
2. What is your title?
3. What is your product and/or service?
4. What is your concept?
5. Can you explain that concept?
6. Can you give a demonstration of how it works?
7. Do you have ONE statement that you can make about yourself and that others can make about you?

It is common for businesses to become stuck when they are unclear about their own purpose and goals. First, to operate from a place of passion and purpose requires a complete introspective search about who you really are, what your skills are, and what your product is. A business owner must determine if they are linking all of these. For example, you must believe that your own product will make a difference to others while also driving you.

Next, your title is actually not the most important aspect of your business. Seldom are people attracted to titles. The best positioning you can have for your title is to use only one word. For example, Consultant, President, or Designer.

As far as your product or service, you want to position yourself as best as you can to set yourself apart from your competition. For example, if there are five people offering the same product and the same service, why should someone pick you over them?

Although having a title and selling a product or service are what we provide, the best selling strategy is to sell your concept and to be able to explain how you deliver that concept. For example, through one-on-one consulting, team trainings and presentations. People need to understand the process and the outcome of working with you. You also need to be able to demonstrate or give an example of someone you have worked with in the past and how it affected them.

Last but not least, you must have a defining statement for the simple question of “What do you do?” This statement must be clear, concise and repeatable. The statement should say who you work with and what they receive as a result.

Once you have determined the answers to these questions, you should have a very clear focus, the ability to attract more prospects and be able to build your business.

Take advantage of this opportunity, and grow your business!

Shelly Berman-Rubera is the president of SBR Leadership, Newton, MA, who works with small business owners as a resource for creative and contemporary ideas to grow business. The company offers one-on-one business consulting, presentations that inspire people to think differently and team training sessions to put ideas into action. To be led to success, please go to www.sbrleadership.com or call us at 617-969-7224!

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