101 DO's & DON'Ts For Small Shop Operators
This month, I'm opening up the files. Get ready for lots of great business tips gleaned from the smartest business people I know. I spend much of each day talking business on the phone. On the seminar trail, I meet lots of folks who love to tell me what works for them É and what doesn't. I'd love to share this wisdom with you. So here is a collection of DO's and DON'Ts for every area of your business.
Taking Charge! 1. DO join a trade association. Shop around first, and find one with a mission and philosophy that matches yours.
Leadership DO's & DON'Ts
2. DO find exceptional performers within the PHC industry and copy them.
3. DO find a successful business owner with whom you don't compete and offer to become his or her mastermind partner. Commit to help each other improve as business people.
4. DO read at least one book per week. Alternate between classic novels, humorous fiction and business books.
5.DON'T miss your kid's football game because you choose to work instead.
6. DO spell Jim Olsztynski's name properly when you send him a lawyer joke.
7. DO commit your hopes and dreams to ink and paper or computer bytes. Keep a journal.
8. DO listen to books on tape or CD in your car.
9. DO handle the issues that keep coming up and spoiling your success. Talk to a friend or a minister. Go to the desert for 40 days and 40 nights.
10. DON'T lie. Even white lies chip away at your integrity.
11. DO say, "Tell him I'm busy right now, and I will call him back later."
12. DON'T say, "Tell him I am not here!"
13. DON'T look for service standards within our industry. Go to Disney World and watch how they do it.
14. DO lead by example.
15. DON'T talk so much.
16. DON'T imagine that you are irreplaceable. Hot Rod's partner's last words to me were, "If I don't do it myself, it will never get done." He died two days later. Things got done.
17. DO go on a ride-along with a service tech at least once a week.
18. DO make a sale yourself every once in a while, just to show the rest of the team you still got it.
19. DO watch "The West Wing" on Wednesday evenings on NBC. Yeah, I know it's just TV. But watching it is inspiring. What if we had a real leader as president of the United States of America?
20. DON'T enter into a 50-50 partnership. There is no such thing.
21. DO find 10 things that are going right É and congratulate the people responsible.
22. DO find something to laugh about and share it with someone.
23. DO read the autobiography of Christie Brown. It will keep you from feeling sorry for yourself.
24. DO your best to keep your family together and communicating.
25. DO it today.
Making Money! 26. DO understand that you are in business for the money.
Financial Must DO's & Mustn't DO's
27. DON'T be ashamed about that.
28. DO run a balance sheet, income statement and cash flow report every week. Once a month is not enough!
29. DON'T trust industry averages for budget and performance comparisons. If most businesses stink, and they do, what can you learn from industry averages?
30. DO base your selling price on your costs of doing business.
31. DON'T pay any attention to what your competitors are charging. What do they know?
32. DON'T forget what you really sell É time and knowledge.
33. DO remember that knowledge takes time to deliver.
34. DON'T kid yourself. You are not selling materials.
35. DO consider material sales as gravy. Materials take time to install, and that's what you sell.
36. DO track billable hours. It's the variable with the most impact on your financial position.
37. DO create a line item in your budget for customer satisfaction costs. Allow 1 percent to 2 percent of total sales.
38. DO understand that the proper selling price is the first and most important step in making more money for yourself and your employees.
39. DON'T spend money on marketing, uniforms, new trucks, computer systems and new employees until you have raised your prices to cover the new costs.
40. DO get out of tract-home work. Now.
41. DON'T call me if you are convinced you can't raise prices in your neighborhood.
42. DO call me if you want to discuss how to do it.
43. DO reread every one of Frank J. Blau Jr.'s articles.
44. DO learn about real estate. Eight out of 10 self-made millionaires have significant real estate investments.
45. DON'T forget you live in the greatest country in the world, in the most fortunate time in history. This is a renaissance age. What are you waiting for?
46. DON'T forget Warren Buffet's rules for business. Rule No. 1: Never lose money. Rule No. 2: Never forget Rule No. 1.
47. DO grow rich in a niche.
48. DO something no one else does É and charge a lot of money for it.
49. DO pay your employees much better than anyone else.
50. DON'T forget that there is more than one way to make a living.
Getting It Sold! 51. DO whatever it takes to make customers happy, even if it means giving them all their money back. If you honestly think you are being taken advantage of, then É
Sales & Marketing Pitfalls & Windfalls
52. DON'T work for that customer again.
53. DO spend more time asking questions than pitching your product.
54. DON'T make a sale if it isn't in the best interests of the customer.
55. DO call Dan Holohan at 800/853-8882 and order "H2Oh!" - my all-time favorite marketing book.
56. DO create a bulletin board of all your marketing pieces. Everything should match and reinforce each other. Make sure you are presenting a consistent, clear image.
57. DON'T forget what customers are really buying: TIME. Because of you, they don't have to spend their time worrying, wondering, calling around, shopping or fixing it themselves.
58. DO ask the customer for feedback. Send a report card, or follow up with a phone call.
59. DO ask for the sale every time.
60. DON'T worry when they say no.
61. DO ask if you can ask them one more question.
62. DO ask, "What made you say no?" and see if you can fix it.
63. DO feel free to say no to customers who won't let you make a profit.
64. DON'T discuss poor performance in a crowd.
65. DO acknowledge great performance in front of as many people as possible.
66. DON'T underestimate the power of a handshake, a smile and a sincere, "Well done!"
67. DO anything and everything that will make you stand out in the crowd.
68. DON'T use low prices as your selling advantage. The advantage disappears the moment someone dumber than you offers a lower price.
69. DO switch to flat rate pricing. Your customers want to know "how much" before they buy.
70. DO feel free to call it something other than flat rate. Up front pricing. Or contract pricing. Or no surprises pricing.
71. DO offer service with a smile. Look around at all the wrinkled, frowning faces in this world. Smiling is a nice thing to do. Customers will respond to it.
72. DO keep score in the sales game. Competition is good fun and good for you.
73. DO read a Zig Ziglar book. Zig is the Godfather of Sales.
74. DO listen to old people. You are going to be old someday, if you're lucky. And you'll want the plumber to listen to you.
75. DON'T gossip.
Getting It Done! 76. DO work on your own attitude toward work and life.
Delivering Goods Yea's & Nay's
77. DON'T discuss others' attitudes with them. One, it's none of your business, and two, there is nothing you can do to change it.
78. DO it right orÉ
79. DON'T do it at all.
80. DO call if you are going to be late.
81. DO reschedule as soon as you realize you can't make it.
82. DON'T discriminate when hiring. Women make great service techs. Kids today are wonderful.
83. DO take a mental health day once in a while. Go to the park or to the movies. Just don't go into work.
84. DO aim for a company that runs without you. Picture receiving financial reports via e-mail at your Maui beach house.
85. DON'T assume that telling someone to do something means it will get done. Put it in writing and follow up.
86. DON'T assume anything.
87. DO provide everyone with an IN basket. Empty the IN basket by the end of the day. Work gets done, filed or delegated.
88. DON'T pay service techs on a commission-only basis.
89. DON'T reward every employee the same way, regardless of performance.
90. DON'T give raises every year just because.
91. DO create a compensation plan that combines hourly wages with spiffs for stellar sales performance.
92. DON'T try to make a silk purse out of a sow's ear. Offer cross-training to technical superstars only.
93. DO understand that a technician works at one speed - his or her own speed.
94. DO recognize that the labor shortage is directly related to our unwillingness to pay skilled workers what they are worth.
95. DON'T fool yourself. The talented kids out there are not interested in $15 an hour for uncertain, seasonal, dirty work with no benefits.
96. DO create an operations manual. Every job in writing. Everyone accountable.
97. DO get input from the folks affected when you are putting your operations manual together.
98. DO encourage puppies and babies to visit the office, as long as they are housetrained or wearing a diaper.
99. DO apologize if you are wrong.
100. DON'T hold a grudge.
101. DO more of what works and less of what doesn't.