| Small businesses are like invention ideas. | | | | C. Must be perceived as worth the price - or |
| Everybody seems to have one but most aren't | | | | people won't pay for it (even if it means living |
| very good nor come to fruition. | | | | without it) |
| Like an effective innovation, your small business | | | | D. Must be of good quality - or it will be returned |
| must address some need that is currently | | | | and cause bad will and/or publicity |
| unaddressed. In other words, the products and | | | | E. Must be coupled with good service/support - or |
| services you sell must not only be of good | | | | you will have no repeat customers |
| quality, but they must also provide a viable | | | | Another very critical component for the small |
| solution to a "problem" your customers have | | | | business owner, in terms of achieving small |
| today. This is a very important point since many, | | | | business success is the notion of perception. While |
| many businesses I have come across in my | | | | I'm not advocating that you discredit "A, B, C and |
| many years of small business services have | | | | D" above, it is true that you can dramatically |
| developed some really neat and exciting products | | | | improve your competitive positioning in your |
| and services that don't sell. The reason no one | | | | market if you are "perceived" very positively. In |
| buys them is because they have no need for | | | | some cases, positive perception can even make |
| them. You wouldn't go out and buy a bronzed | | | | up for some shortcomings of your products and |
| pinecone just because someone is selling it to you. | | | | services. For example, if you sell law services but |
| You have no need (or in this case, even desire) | | | | have little experience doing so, you might be able |
| for it. It isn't practical to the needs of the public. | | | | to create a perception of stability, confidence and |
| Your small business falls very much under the | | | | experience with an impressive, traditional looking |
| same rules. To be effectively positioned for small | | | | website and marketing collateral. If you sell |
| business success, you need to sell something that | | | | flowers but have a higher price point than your |
| is sought after. Among the many reasons | | | | competitor, you can create the perception that |
| someone might choose to purchase your goods | | | | your flowers smell better by stapling the top of |
| and services are the following core criteria: | | | | the plastic wrap they are rolled in to "keep the |
| A. Must be needed, desired or sought after - this | | | | smell in". |
| enables you to market your offerings against | | | | You see, you can create the perception that your |
| those factors | | | | offerings are better than your competition's |
| B. Must have differentiating qualities - so you | | | | simply by creating the notion that they are. |
| stand above the rest in comparison | | | | |