I figured I should introduce myself before blogging a bit more:

My name is Cory Becker and I am the lead developer behind Email Responder Pro. I am also a full-time college student at the University of Nebraska at Omaha (good news: I graduate in about one year!) I work on products, such as this one, in between my hectic school schedule.

Becker Web Solutions, LLC was started three years ago as a high school graduation gift from my neighbor. He was trying to find a graduation gift and thought a nice watch would be good. His wife disagreed and told him he had to do something more memorable so he arranged for me to meet with his attorney to start a company. The bad news is that, although a company was a great gift, I had no business plan or sense of direction; I kept working on freelance web design projects.

Now going into my third year in business, I have decided to take a step back from what I had been doing to determine where I want the company to be in three years. The biggest goal that I have set is that I want the company to be sustainable. The advantage of freelancing is that it is a quick way to make money. The disadvantage is that as soon as you stop working on a freelancing project, only one thing continues to come in: bills.

To reach the goal, I must do these three things:

1. Transition the company from freelance to a product-based company
2. Keep customers happy
3. Have fun and create a strong culture

What are your thoughts on freelancing? How did you transition your company from freelancing to a product-based company?

Cost-cutting is a definite concern, especially this year, both personally and professionally. We all have had to evaluate (and re-evaluate) our budgets and our spending habits. What is necessary and what is not? Are we being frugal or frivolous? What determines our frugality or frivolity. If our spending is making us money, how can it be frivolous? Would we still make money in this arena without additional spending? It is all enough to make your head spin and your wallet spontaneously combust.

It isn’t always completely evident what is and what is not making our businesses profitable. We have to take our best guess and hope that we make the right decision regarding what to continue incorporating and what to eliminate. An article that I recently read discussed this subject in regards to holiday gifts for customers. Should we forgo this additional expense in the economic downturn? According to the “experts” interviewed, we should NOT eliminate this cost.

Our customers are our profit builders. As much as we need to save money and reorganize our budgets, we should not forget the people who have brought us, and continue to bring us, our success. Our customers and clients deserve to be recognized and rewarded for their loyalty. Without them spending money, we would not be thriving. Shouldn’t we spend on them and show our appreciation?

The expense does not have to be exhorbitant. One entrepreneur organized gift baskets that contained products of her customers who were in the food and beverage industry. She treated her customers while marketing for her clients. She spent little money with the possibility of making more money for her clients and herself. Brilliant.

Some customers, especially those who give repeat business, would be appreciative of discounts. Saving money is a gift to everyone. Offering a discount, a coupon, a free item, or a bundled price is a nice gift to the customer and yourself, ie. more business. The gift does not have to be extravagant, but should have significance to the customer. We need to cut costs – sure; however, we need to be mindful of those paying our bills and take a little time, effort, and yes, money to let them know that they are appreciated.

Yesterday I sent three emails to someone who was out of his office. I found that out three times. Three times. Anyway, I’m sure it was an oversight to not set the autoresponder to NOT go out to the same person more than once. Why did I keep sending them? Well, I needed to get through my email and this was information that he would need or want. I didn’t want to forget, quite honestly. So I sent and received three times. (Did I mention that number yet?)

The Email ResponderPro is such an effective tool because it is fully customizable. You can avoid this problem, as well as, many others. It is so important to be able to customize everything nowadays. People have come to expect personal service and ResponderPro can accomodate that. You can make sure that your response is appropriate to the recipient.

The emails yesterday were actually to a friend. I received a very short, professional note about him being out of the office. I finally emailed his personal email only to find that he was, in fact, out of town – out of town on business. Customizing the ResponderPro to tell colleagues that he was out of town on business, alerting friends (like me) to stop sending emails until he returned today, and notifying customers of his absence and return date would have been much more effective for all of us.

No, constant contact is not necessarily a great thing, but sometimes it is a requirement. The Email ResponderPro can let you do what you need (or want) while still ensuring that your customers, clients, and friends feel that they have not been forgotten.

Just as you remember (hopefully) to backup your computer and clean its contents, you need to take stock of, and purge, your business. A customer fully expects you to have their products in stock. If you do not, and the customer needs it now, they will get it from someone else.

It is not always practical to have loads of each and every item on your floor; however, you can take stock of what is popular and keep it stocked. You also need to keep your information current. Don’t send out advertisements for items you no longer carry. A customer is not going to trust you if they order a product you’re advertising that is no longer available.

Trust is what keeps customers coming back. They trust you have what they need, they trust you have what is advertised, and they trust that you can deliver on your promises. Keep up to date, keep a handle on what most customers order, and accomodate those that are paying your bills. Always remember that is much easier to lose a customer than to gain one.

Sometimes, in the ever-consuming quest for new customers and more profits, the constant in our business is overlooked.  The constant, in this case, being repeat, loyal customers.  While expanding business is important, current business is what is paying the bills.  Do not neglect the customers that are paying you for services right now.  Never underestimate the importance of the business at hand while looking at, or striving for, the bigger picture.

My grandfather owned several bakeries and relied on the “nickel donut”, not the “wedding cake”.  The people who came for a wedding cake were, generally, one-time customers.  Yes, a big chunk of money for the cake, but a one-time big chunk.  The customers who came in every morning for a nickel donut were the customers that kept the business running and allowed my grandfather a more than comfortable lifestyle. 

Appreciate the people who are patronizing right now while you continue to expand your client base.  Keeping these customers happy will lead to word-of-mouth referrals which are, generally, the most effective referrals.  Always keep expanding, but not by forgetting what, or who, has brought you to this point.  It’s the “nickel donut” that keeps you in the black.

Knowing others is intelligence, knowing the self is enlightenment. Past articles have discussed the importance of knowing and using one’s strengths to build business. So far; hopefully, you’ve done pretty well for yourself. If it’s working, don’t necessarily change it. You’re doing it because it works for you and your business.

It is so often said to keep adapting. This is true; however, so is “if it ain’t broke, don’t fix it.” Assess what is working well, what is cost-effective and what is bringing in the profits. Be honest with yourself. If there are things that aren’t working, don’t do them. Keep what is working and focus on those, just as you focus on your personal strengths.

Ask yourself the tough (and easy) questions about the different aspects of your business. Is it cost-effective? Is it profitable? Is it attracting customers? Is it still viable? Yes – then keep doing it. No – you might want to reassess and look at ways to improve these functions. Something may seem outdated, but if it’s accomplishing your goal, LET IT.