UNEMPLOYED FOR A LIVING

“What do you mean you don’t have a website?” I couldn’t believe I was saying those words to someone but it was true. Who in this day and age has a business and does not have a website? Or, I guess I should say, who in this day and age expects to have a successful business and does not have a website.

Because of the Internet and cell phones and the free flow of information, more and more people are starting their own businesses. Here are ten things you MUST have to succeed when starting a small business:

1. Website: I can’t even believe I have to write this down. If you have a business you MUST have a website. It’s like a phone number. You wouldn’t dream of opening up shop without a phone number, would you? Websites are inexpensive to set-up and maintain. Odds are you can access and update it yourself with an appropriate template. If you require little or no updates to your site, that’s even better. Put up your business name, your phone number and an e-mail address. Voila you have a presence on the web.

2. Cell Phone: You always hear people say “cell phones are disruptive. I don’t want to hear other people yammering away on their cell phone.” But I am more annoyed by people who don’t have cell phones than I am by people who do. If you have employees, customers, or both…you must have a cell phone. It is the single best way to keep in touch with your business.

3. Voicemail: Have a personal voicemail box and check it regularly. Make sure you call people back. Also, keep it cleaned out. You don’t want to miss an important message because your “mailbox was full.” Be courteous on your greeting and let people know that you will be back in touch with them. Then, get back to them. (Preferably on your cell phone.)

4. Business cards: You must have business cards. They must be good business cards. They should have all the necessary information on them. Name, address, what you do, telephone number, e-mail, fax, cell phone number, and website. In this digital world people still cling to a little 5-inch piece of cardboard. Handing someone your business card is the best way to make them a client.

5. Florist: Set up an account with a local florist. Make sure he or she is reliable. Use your florist to show clients appreciation. Most florists these days can handle more than just flowers. They can handle gift baskets, wine, balloons, cologne, you name it. Thank people who help you get business and they will get you even more business.

6. Goof Kit: We all make mistakes. We all forget appointments, overbook, come down with the flu, and screw up orders. Have a plan in place for when these things happen. This is when the florist will come in handy. Also, try sending some Omaha Steaks or Ben and Jerry’s ice cream. It’s tough to be angry with someone when you have a mouth full of New York Double Fudge Chunk.

7. Domestic Help: There is only so much time in a day. Any time you spend away from your business is time that you could be making money. If you have to mow the lawn, subtract an hour. If you have to clean the house subtract two more. That’s three hours a week you could be working. If you make about $100 an hour at your business and you pay some neighborhood kid $25 bucks to mow your lawn, you still net $75. Spend your time taking care of your business. Let someone else take care of your grass.

8. Dependability: There are so many choices out there today that dependability is a MUST. You have to be there when you say you will. You have to do what you promise at the quoted price. Customer service is the most important thing you need, no matter what your business. Without customers, there is no money. People will often overlook a shabby office or a wrinkled suit if they know they are getting the best service. Think about when you go to a restaurant. Would you rather eat in a restaurant where the food was four star but the servers ignored you the entire time, or would you rather eat in a place with decent food, but where you were treated like royalty? That’s what I thought.

9. Marketing Plan: Don’t get this confused with an advertising budget, they are not the same things. Advertising is expensive and often ineffective. Marketing is free, for the most part, and much better for business. Marketing includes things like, a write-up in the local newspaper, a segment about your products and services on television, a radio interview with you as the expert guest, or a huge event that attracts media attention.

10. Confidence: Nobody ever succeeded without it. You must be confident when dealing with customers, vendors, and your employees. Confidence is a must when you start running up your credit card and taking out small business loans. You must be confident when a client asks, “Can you really do that for me?” After all, if you don’t have confidence in your own business, why should anybody else?

Mark Kaye is the author of Unemployed for a Living: The Inspiring True Stories of The Rich and Jobless