Jim Blasingame

Business futurist, award-winning author, speaker and columnist

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What’s Love Got To Do With You And Your Small Business?

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In her second-most-popular song, Tina Turner sang, “What’s love got to do with it?” Out here in the Main Street marketplace, the answer is a lot.

Indeed, love is the reason people start businesses. We love to make and sell things: shoes, tires, hamburgers, cars, soap, computers, bread, air conditioners – you get the picture. You love your business; I love my business. Starting and running a business is a love story.

Yes, I know. Sometimes our businesses are not easy to love. In fact, our business is often like our teenagers: You may not always like it, but you always love it. Which is a good thing, because if you didn’t love your business you wouldn’t come back the day after it gave you the worst day of your life.

But love can also be a problem. Is it possible to love your business too much? As business owners, we know how to fall in love with our businesses, but we usually don’t know how and when to fall out of love with it. Here’s a great American love story that went wrong: [Continue Reading]

Can Your Business Survive Accelerating Inflation?

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The current inflation rate is 7.5% and trending the wrong way. Since you probably already don’t charge enough, what’s your plan now?

You might think that a rude and presumptuous opener, but it’s intended as a tough-love reality check for which you’ll thank me later. Because no business owner has experienced such a spike in inflation since Carter tossed the White House keys to Reagan and “The Jeffersons” replaced “All in the Family” on TV. That was more than 40 years ago when inflation was double today’s rate.

Those facts are why we’re going to discuss the impact of inflation on your pricing strategy. Wait! What? You do have one of those, don’t you? I’ll give you a minute. [Continue Reading]

When The UGC Says “Nu-uh,” You’ve Gotta Problem

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Once upon a time, but not that long ago, a brand message could be successful even if it was close to a work of fiction. 

Created by Madison Avenue wordsmiths, copy for an ad or brochure was crafted to manipulate and motivate using puffery, a legal term referring to acceptable marketing exaggeration. And most of the time it worked. In fact, generations of consumers allowed themselves to be manipulated by puffery that became part of the soundtrack of our lives. Here are three Memory Lane examples:

“Plop, plop, fizz, fizz, oh, what a relief it is.”

“Put a tiger in your tank.”

“The best part of waking up is Folgers in your cup.”

Here’s a local example: “Largest inventory in the tri-state area.”

Since the release of the Internet for commercial use in 1993, the 10,000-year-old Age of the Seller paradigm has shifted in favor of the Age of the Customer. The primary differentiator between the two Ages is control of the information, which your customer now co-owns, including the truth about your products, services, and marketplace behavior. This customer control is derived in part from something called User-Generated Content, or UGC. [Continue Reading]

A Solid Gold Gift From Customers: “Follow Me Home”

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First, let’s establish two maxims: one classic, one new.

Classic: The cardinal rule of customer acquisition – it’s not your customer’s job to keep your business top-of-mind, it’s yours.

New: Every year your online footprint – website, social media, etc. – become less of a destination and more of a distribution center. As a small business, you have to develop a strategy that doesn’t depend upon prospects and customers returning to your locations every time they need/want something from you.

It’s easier to keep a customer than find a new one – everybody knows that. The bad news is, with all of the mega-corp algorithms, online competitors, and cyber-clutter, keeping the attention of even our most loyal patrons is getting harder every day. But here’s the good news: For every example of how technology makes business more complicated, there is a corresponding tool or application that increases efficiency and productivity. Even for small businesses. [Continue Reading]

The “Customer? What Customer Syndrome?” Part I

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Here’s a classic business maxim that was an article of faith for generations: “It’s essential to know at all times what your competition is doing, or you might lose old accounts and new prospects.”

Do you still worry about the competition? In the Age of the Customer, an obsession with the competition can result in an unfortunate and dangerous condition I call the “Customer? What Customer?” Syndrome, or CWCS for short.

A company has CWCS when it’s more likely to ask, “What’s my competition doing?” than the much more appropriate questions, “What do my customers want?” and “What are my customers’ expectations?”

There are two levels of CWCS. In this column, we’ll focus on Level I. [Continue Reading]

How Much Is Call Reluctance Costing You?

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Professional salespeople are the most important players in the marketplace. 

The justification for my position springs from a classic business maxim: Nothing happens until somebody makes a sale.

But professional selling is as hard as it is important – especially at the B2B level. Plus, customer expectations in The Age of the Customer have increased the degree of difficulty in an unprecedented way. So, the last thing salespeople need is to be fighting their own demons – to not be able to get out of their own way.

For example, here are a few selling scenarios that, unfortunately, occur every day: [Continue Reading]

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