Terry Corbell, The Biz Coach
Who have the toughest jobs? Well, in my experience, single moms who work outside the home, have the toughest job of all. Entrepreneurs have the second-toughest job.
For profits, entrepreneurs must learn how to manage their financials and performance, which are difficult tasks. Savvy business owners know who their ideal clients or customers are.
Entrepreneurs realize financial benefits when their revenue from business exceeds their expenses and taxes. This results in a much easier task – deciding whether to save, spend or invest the profit back into the business.
Until employees and customers actually walk a mile in an entrepreneur’s shoes, they often think a small business owner is wealthy. That may or may not be true. In recent years, the odds are that many small business owners are struggling.
Smart, hardworking business owners enhance their chances for success — by completely understanding the critical factors that drive profits and they tirelessly focus on those profit-drivers.
The four basic drivers of profit:
- Variable costs (variable costs change as a result of revenue from the cost of sales)
- Fixed costs (also known as overhead)
Which of the profit drivers have the most impact on an entrepreneur’s success Price. That’s because increases in price immediately add to any profit margin.
Many entrepreneurs make the mistake of focusing on sales volume without regard to price. Especially, in a sour economy, business owners are focused on selling to alleviate ageing issues.
The dilemma, however, is that sales increases are tied to increases in variable costs, which lead to less profit.
Conversely, decreases in variable costs increase profit margins, but total revenue will not increase.
Many business owners fail to realize that cutting fixed costs do not affect revenue, which means it has the least effect on profits.
The three biggest profit-mistakes of entrepreneurs:
- Business owners are so focused on developing revenue from prospective customers, they fail to concentrate on their existing customer base.
- They fail to build their brand image so they miss opportunities to increase prices.
- When they cut good marketing and lay off employees to cut costs, most often they’re cutting their investments in their business muscle not fat.
To elaborate on mistake No.2 — missing brand-building opportunities to increase prices — successful entrepreneurs determine how much they can hike prices without losing profit.
True, you will most likely lose the 18 percent of customers who only buy products at the cheapest price. But depending on the amount of a price increase, you can still make a better profit.
Price-sensitive customers who do not appreciate value, most-frequently make the most-undesirable customers. They’re high maintenance, and demand the most service. They complain the most and most-readily return products.
The moral: Build your brand to maximize prices and target the best customers. That’s what leads to long-term profits – and success.
From the Coach’s Corner, here’s more: 8 Simple Strategies to Give You Pricing Power.
“I don’t want to do business with those who don’t make a profit, because they can’t give the best service.”
Author Terry Corbell has written innumerable online business-enhancement articles, and is a business-performance consultant and profit professional. Click here to see his management services. For a complimentary chat about your business situation or to schedule him as a speaker, consultant or author, please contact Terry.