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Sunday, 31 March 2002 17:00

Build a powerful database

Effective marketing is controlling a profitable piece of market share in your community. In just about every aspect of life, having essential information is the key to maintaining control. Having information about interest rates is the key to getting a low-interest loan. Having information about where to post notices or make calls is the key to finding effective employees. Knowing your parts, labor and overhead costs is essential to making a profit in your business. Having information about decision makers in dealerships, fleet management companies and insurance companies is the key to taking control of business coming from the ones you're after for referrals.

How's this for a wild claim -- a consultant with whom I'm acquainted would guarantee to solve any company's problems if they would allow him unlimited access to question every employee without revealing or reporting to management who said what during his interviews. Well, maybe it isn't such a wild claim. 

Tuesday, 30 April 2002 17:00

Exercise your creativity muscle

"Failure to flex our imaginative muscles is as deplorable as breaking down our physical strength through lack of proper exercise." -- Walt E. Disney 

Monday, 05 March 2007 15:46

Is a realistic marketing budget possible?

Written by Tom Franklin

    If you’ve been in business a while, it’s likely you have been hit up for contributions by every organization and charity in your vicinity. When you first started out, you probably just sent a few bucks to those that struck you as desirable enough to support. But once you contribute to one, you get on the list and soon you’re swamped by requests for donations.

I have recently finished re-reading Stephen Covey's excellent book, "The Seven Habits of Highly Effective People" (Simon & Schuster Fireside Book, 1990). As I read through Covey's basic principles of personal vision, leadership, management, communication, cooperation, renewal and interdependence, it occurred to me that for every positive trait, there is an equal and opposite negative trait. 

Sunday, 30 June 2002 17:00

Delay: the road to ruin

It's been said "the road to hell is paved with good intentions." I would add, "The road to ruin is paved with good intentions." 

Wednesday, 31 July 2002 17:00

Leadership: A larger vision

Shop owners are generally strong-willed men and women who have had to fight their way to ownership of their businesses, then fight even harder to make their businesses work. As an owner they are in a position of leadership. But are they really leaders, and does it matter? 

Saturday, 31 August 2002 17:00

Inattention -- the root cause of failure

Quite a few years ago, one of my clients was a fast food establishment. They were having a continual turn-over of managers and couldn't seem to keep one for more than a few weeks. We did an analysis and found that the job called for simultaneously watching the cooks, the clean-up people, the take-out window, the lines where employees were taking the eat-in orders, and the cash registers. When we asked a couple of ex-managers what the problem was, they said while they were watching one employee, one of the others was certain to make a major mistake. They felt it was impossible to keep track of everything they were expected to. 

Monday, 30 September 2002 17:00

The great American body shop

The autobody business has changed dramatically the last few years. Consolidators are now even moving into smaller communities that few would have ever expected just a few years ago when they started in major metropolitan areas. Insurance companies are getting more and more aggressive in their efforts to control claims costs and repair facilities -- even to the point of getting into the autobody business themselves! 

Monday, 30 September 2002 17:00

To make it big you have to be discovered

Written by Tom Franklin

I live in Los Angeles, California, often called LA-LA-LAND, the city of fantasies and dreams. Each year hundreds of beautiful young ladies and handsome men descend on this city, hoping to become stars. Many of them wind up waiting tables while they're waiting to be "discovered." After all, Fabian was "discovered" sitting on a door stoop. Elvis Presley was "discovered" by the Colonel. Many such stars are "discovered" by some enterprising promoter who sees a potential money-making machine for himself if they succeed. But even to be "discovered," the hopeful "stars" have to put themselves in some situation where they'll be seen, even if it's only waiting tables in some classy restaurant.