Grow Your Business
Did you know there are just 4 ways to grow your business?
It’s true. There are 4 fundamental ways to grow your business:
- Increase the number of customers (of the type you want)
- Increase the transaction frequency
- Increase the transaction value or 'average sale'
- Increase the effectiveness of each process in your business
If you're at all skeptical about whether there really are just 4 ways (obviously with multitudes of strategies under each) think of a strategy to grow your business - any strategy - and you'll find it very probably falls under one of these 4 areas.
Conversely, think about a strategy like cutting costs - realistically that won't grow your business unless you use the money you save to promote your business. It may let you control your business better and return greater profits, but it won't help you to actually grow your business.
1. Increase the number of customers (of the type you want)
If you're like most business owners your primary focus will be on the first way to grow your business - winning new customers. You may have often thought "I need more leads," "I've got to get more inquiries," or "If I could just get the phone to ring and more people to walk through the door we'd be doing really well," and so you invest heavily in advertising for instance. Often there are other ways to win increased sales that don't cost nearly as much and usually those strategies go untouched.
The team at Stephen M. Kirouac, CPA, PC will work with you to find other leveraged ways of winning new customers and show you how to improve the promotion you are doing. And they'll make sure you're winning the right type of customer - someone who's 'qualified' to buy from you! They'll also work with you on the 3 remaining ways to grow your business so you're maximizing all of your opportunities rather than focusing on just one way to grow.
2. Increase the transaction frequency
Increasing the transaction frequency — or the number of times someone deals with you— is an important step to increasing your profitability. In fact, some scholars say this second way is the most important of all. It's a fancy definition of loyalty, or customer retention, which in and of itself is closely related to value.
An author named Frederick Reichheld has done extensive work on the subject of customer retention. It was most recently captured in his brilliant book, The Loyalty Effect. Reichheld discovered that a 5% increase in retention (of the right customers) can produce as much as a 125% increase in profit. He didn't say a $5,000 or $50,000 investment in marketing can produce a change of 125% in profits. He said JUST a 5% change in RETENTION of the right customers.
Focusing on this way to grow your business is often far more expensive and the least leveraged. It costs up to 6 times more to win a new customer than it does to have an existing client do more work with you, and that directly affects your profit potential. And, of course, you affect loyalty by delivering value and by nurturing your customers.
The team at Stephen M. Kirouac, CPA, PC knows how to develop your customer targeting and retention strategies.
3. To increase the transaction value, or 'average sale'
This may seem pretty obvious. However, few businesses realize its importance (in fact, they do the exact opposite).
There are two fundamental ways to increase the average sale. First, by cross selling or up selling; both mean you encourage the customer to buy more. The team at Stephen M. Kirouac, CPA, PC can teach you how do to this in a systematic fashion so it happens every time and adds value to the customer.
The second way to increase the average sale is to raise your prices. When you suggest raising prices to the average businessperson s/he thinks you're crazy. But when you sit with your team from Stephen M. Kirouac, CPA, PC we'll guide you through what's called The Margin Chart. It shows the direct relationship between 4 key variables in your business — price, volume, fixed costs and variable costs — and you'll be amazed at the possibilities.
4. Increase the effectiveness of each process in your business
The fourth way to grow your business is more of an all-encompassing strategy than the other 3 ways. You see, increasing the effectiveness of the way you do business is central to everything, but so few people work at it.
When you think about it, a business is nothing more than a group of people carrying out a variety of processes — the quality of the processes defines and determines the quality of the outcomes. Makes sense doesn't it?
So going back to the example earlier of a business owner needing more leads, we might discover that in fact, the business doesn't need any more leads but rather needs to convert more of the ones they're already receiving! That's a sales process that needs improving.
The truth is that most people don't see their businesses as a series of processes. But that's exactly what they are, so we'll look at exactly what results your current processes are generating and see if we can't improve those!