5 of 6 people found the following review helpful
Another winner from Jeffrey J. Fox!,
This review is from: How to Make Big Money In Your Own Small Business: Unexpected Rules Every Small Business Owner Needs to Know (Hardcover)
Jeffrey J. Fox wrote one of my favorite marketing books of all time, HOW TO BECOME A RAINMAKER . . . so when I saw his latest effort, HOW TO MAKE BIG MONEY IN YOUR OWN
SMALL BUSINESS, I just had to get hold of it--and devour all 150 too brief pages in one sitting.
Fox has advice here for those starting a business, as well as those who want to stay that way; i.e., in business . . . he shows you in clear language how to "outfox the competition,"
and he makes it surpassingly simple.
But the REAL key is what he writes in his very last paragraph:
"You don't need a lot of things to start a business . . . but you must have one thing. You must have a customer. Go get that customer."
There were several other useful tidbits of information; among them:
Your business exists for only three reasons: to solve a customer's problem, or to make a customer feel good, or both. There are no other reasons for your company to exist. It is every single employee's job, in any company, to directly or indirectly get and keep customers. So,
if you are the only employee in your company, as is often the case, your job is to sell your company's products or services . . . to solve the customer's problem or to make the customer feel good. You are responsible for generating 100 percent of your company's revenues. You are your company's rainmaker!
Boys and girls who worked as paperboys have an edge. So, too do boys and girls who have worked as caddies, cow milkers, lawn mowers, snow shovelers, babysitters, food servers, crop pickers, dishwashers, grocery baggers. Good child labor produces good adult employees.
Customers love getting a little extra. Customers love doing business with companies that are full of fun surprises. Be like the hairdressing salon in Farmington, Connecticut, that lets each customer leave with a single red rose. The pharmacist who calls a mother to inquire about her child's fever stands out, and gets all of that mom's prescriptions. That's marketing. That's loving your customers, loving your company, and building your business.