Marketing 101 - Making Time To Market – Part 2

Marketing 101 - Making Time To Market – Part 2

By Nikki Viljoen – N Viljoen Consulting (Pty) Ltd

As promised last time, here are some more ideas on ‘making time’ to market yourself and your business.

Attending Networking Meetings, Workshops & Other Events

Going to events such as these, really gives you an opportunity to tell people who you are and what it is that you do.  Often all that is needed is for someone to start the ball rolling and that someone should be you.  Exchange business cards, listen to what others do and try and match them up with someone in your data base.  Before you know it the favour will be returned and referrals will be flying in  thick and fast.  Try and make it more interesting – take a colleague along with you, you double your value add and your colleague will also have an opportunity to do some marketing of their own.

Traveling

Whether you are on a business trip, and let’s face it we all do that from time to time, or whether you are on holiday – make time to meet a colleague or a client or even a prospective business referral.  Use times such as meal times – this is ideal for someone who is already on business and means that it is one less meal that you need to eat on your own.  If you are on holiday, you still have to eat at some point so it does not take anything away from your holiday time and it is also a great opportunity to find out more about the locals and get great tips on where to eat and what to visit. 

More tips next time.

Nikki is an Internal Auditor and Business Administration Specialist who can be contacted on 083 702 8849 or nikki@viljoenconsulting.co.za or http://www.viljoenconsulting.co.za

Networking 101 – The Costs Involved

Networking 101 – The Costs Involved

By Nikki Viljoen of N Viljoen Consulting (Pty) Ltd - March 2010

Everybody is looking for the ‘good deal’, the great saving, the best discount! Not only in our personal lives, but also in our business lives, stretching the Rand as far as we can has become a way of life.

Yet somehow, there are so many of us who don’t understand the value and cost saving that we have when we Network. Let’s have a look at a ‘cost on cost’ type of situation (Please note that these calculations were done as at March 2010, when this article was originally written)..

Let’s suspend belief for a moment and say that I don’t Network at all, but rather do ‘cold calling’ – my looking for prospects would look something like this:
I would have to telephonically contact all my prospects either off a data base (ok let’s cut costs completely and say that I contact my prospects from the telephone directory). So each and every hour, I would need to contact say between 15 and 20 people. So in an 8 hour day that would mean between120 and 160 people. Of these, I would manage to get appointments with say 5% so that would be between 6 and 8 people. So now I have spent an entire day, which at my current hourly rate is R7 600 (never mind the cost of the telephone calls) and I have set up appointments with between 6 and 8 people who may or may not be interested in doing business with me. None of them have met me, there has not been any ‘engagement’ between us and I would usually have to meet them at their offices which would mean travelling time of say 30 minutes either way and then the hour for the meeting. So my 6 to 8 meetings then become 12 to 16 hours at a further cost of R11 400 and R15 200 (never mind the petrol or the toll fees). Add that o
nto the previous figure and the cost per meeting each person becomes R2 375.00 and R2 850.00, never mind the cost of the phone call and the petrol and at this point you still don’t know if you are going to get any business out of it.

One of the Networking events that I have great success with is Business Engage who have a monthly Hot Tables event (and believe me that this is not the only Networking that I do). In any event, the cost of the 3 course dinner is R265.00 and it takes from starter to end of pud in the region of say 4 hours (at my rate is another R3800.00 and remember I have had a 3 course meal as well which now totals R4 065.00). At each course I meet and engage with 9 different people, who give me their business cards, who have an idea of what it is that I do and who are like minded and keen to do business, that’s in total 27 people (in the space of four hours) and let’s (to keep the figures rounded) say I meet an additional 3 people during the breaks between courses when everybody Networks with everybody else. So now I have met with 30 people over a period of 4 hours at a cost of R4 065.00. The following day I get out the cards that I got the night before and I contact all 30 people (another 2 hours at R1 900.00) and arrange
to meet at a convenient coffee shop somewhere between the two of us. So far I have spent R5 965.00) and I have 30 appointments. My travelling time is now 15 minutes each way and because I have set it up at a coffee shop between us I can now schedule 8 meetings, back to back, at the same venue. So now my 8 meetings becomes R5 965.00 plus the R7 600.00 = R13 565.00 = R1 695.63 per person and this includes a 3 course meal or for the entire 30 people = R5 965.00 plus R22 368.75 = R28 333.75 = R944.46 per person, which is a whole lot better than R1 650.00 per person). The other difference of course is that it is no longer a ‘cold call’ but rather a ‘warm call’ and because the prospect has given me a card and because we have met at a Networking event, we both understand why it is that we are there and we get on with the business of business. Those 30 meetings usually are converted into 15 sales, if not with the person themselves, then certainly from referrals.

The most important thing though is that right from the very beginning I have started building a relationship with the individual who potentially has the ability to keep me in work for months (if not years) through their own data bases.

It makes you think . . . .

Nikki is an Internal Auditor and Business Administration Specialist who can be contacted on 083 702 8849 or nikki@viljoenconsulting.co.za  or http://www.viljoenconsulting.co.za

Business Tips - Being Your Own Boss – Part 11

Business Tips - Being Your Own Boss – Part 11

By Nikki Viljoen – Viljoen Consulting (Pty) Ltd 

Putting structure and foundation into your business is extremely important.  It allows you to formulize your infrastructure and means that you work in a consistently ordered way rather than in chaos.

Creating ‘process’ and ‘administration’ sheets will clearly reveal the action that needs to be taken on things that need to be done on a day to day basis.  This enables you to create your operations and administration manuals.  These are the policies, procedures and templates that you would use to ‘run’ your business effectively and efficiently.

Writing your processes down shows people (and your staff and even yourself) how you will conduct your business.  Here are some of the steps that you can use to develop your own processes.

1. Name each process, for example – Client’s Quotes.

2. Make a list of the actions that are needed to complete the process.  Taking the above example – exactly step by step what is done when you receive a request for a client for a quote on your product or service.  For each action the name of the person (or the title of the office holder) who is responsible for performing that action, should be recorded.  In the above instance if you have stock in house, George the warehouse manager may have to check to see if there is sufficient stock available.  If there is insufficient stock then Jack who is in charge of procurement, may have to order some more in, or alternatively if it is a service, the availability of the person concerned may need to be taken into account.  The amount of time it takes (or should take) to complete each action should also be stipulated.  This will ensure that productivity can be measured too.

3. Once all of these are listed you will be able to define the process correctly.

4. The above steps need to be repeated for each process in your business.

Get your friends, family, colleagues to go through your processes carefully with you, to ensure that you haven’t left any important steps out and don’t forget to update them from time to time to ensure that the information is still relevant and correct.

Make sure that you keep it simple.  The simpler the process or procedure, the less the opportunity for employees to commit fraud or forget the steps and the easier it is to remember.

Nikki is an Internal Auditor and Business Administration Specialist who can be contacted on 083 702 8849 or nikki@viljoenconsulting.co.za or http://www.viljoenconsulting.co.za

HR 101 – How to Manage Sick Leave Abuse – Part 2

HR 101 – How to Manage Sick Leave Abuse – Part 2

By Nikki Viljoen of N Viljoen Consulting (Pty) Ltd

Last time we looked at some of the records that need to be kept in order to ascertain the trends of absenteeism.

This time we will look at what you need to do in order to try and get to the root of the problem.

You need to do an audit on your company to see if you can highlight the problem areas. 

Included in your audit should be the following (but not limited to):

- Is there a documented leave policy in place and do all of your staff know the possible consequences of abuse to absenteeism.

- Whether or not the line managers and supervisors (and indeed even you yourself) manage the absenteeism.  Do all the employees face the same consequences or do some employees get preferential treatment?

- Are the workspaces and working conditions comfortable, are your staff working in a safe environment, is there sufficient lighting and air circulation etc.

- Are there any other factors that could have any bearing on job satisfaction?  If so, these could be part of the absenteeism problem.

There are several ways in which to conduct this type of audit, and it doesn’t have to cost you a fortune and it can be done ‘in-house’ as long as the person conducting the assessment remains impartial and of course there cannot be any ramifications or consequences  for the answers that you get from your employees.

One of the most successful ways to conduct this type of audit is by interviewing the staff.  Ideally this would be done with the line managers and employee representatives.  Another way to do this is to get the staff to complete a questionnaire or survey on the important issues – this of course can be done anonymously.

Some of the questions that could be asked are (but not limited to):-

- What work do you do?

- What are your responsibilities (as you understand them)

- What department do you work in

- Do any of the following impact on your work (work flow or quality of the work that is produced):

• Level of noise

• Attitude of fellow staff members and to fellow staff members

• Attitude of management and to management

• Availability of tools and equipment

• Training to use the tools and equipment (and include in here
computer and technical skills too)

• Physical layout and accessibility of the work areas in relation to the work flow

• Personal circumstances that may make coming to work difficult

• Personal health problems

• Any other factor that may make coming to work difficult

Don’t forget to include something where the staff can list some additional comments or expectations.

Once you have gathered all the information together, it might be time for you as the employer to make some changes.  Continue to monitor the absenteeism to see if those changes have made any difference.  If they have, well done – if they haven’t then probably it is just in the nature of the employees that you have and it is time to bring out the big guns and institute proceedings against them for the excessive absenteeism or “Incapacity” to give it the correct term. 

Remember though that it is a process and it’s a process that will have to be properly managed.  So every step along the way needs to be documented properly.  As the employer, you will have to ‘show’ that you have given them every opportunity to improve their attendance and assist them with their health care.

The bottom line however is simple – as much as the employees have all sorts of rights from the employer, the employer also has the right to expect the work to get done and therefore the employer has the right to expect the employee to be at work.

Don’t get emotional about it, just stick to the facts and if you are not sure what to do, then get a Labour Consultant to assist you.  It will be the cheaper option in the long run.

Nikki is an Internal Auditor and Business Administration Specialist who can be contacted on 083 702 8849 or nikki@viljoenconsulting.co.za or http://www.viljoenconsulting.co.za

Marketing 101 - Making Time To Market – Part 1

Marketing 101 - Making Time To Market – Part 1

By Nikki Viljoen – N Viljoen Consulting (Pty) Ltd -  June 2009.

One of the most frequent lines that I hear from small business owners/entrepreneurs is “who has time to market”? I sure can understand that – hell, if I had my way, we would have 48 hour days and only need to sleep for 4 of these!

Now believe me when I tell you that I am no expert on marketing – I seriously am not!  That said, I know that it is of vital importance to get your product or service out there.  If you don’t, you will have a problem and it will affect your bottom line.

Here’s the thing though, you don’t have to spend a fortune to market yourself and it doesn’t have to take up hours and hours of your precious time, but you do have to make some time for it.  So book the time in your diary and have a plan.   Every day we take part in time consuming activities and integrating those activities with a marketing opportunity may just be the key to solving your problem.  Here are a few ideas to make marketing a tad easier for the small business owner who is always on the go.

Shopping ‘out and about’.

Whether we are conscious of it or not, we meet new people on a daily basis.  Think about it for a moment.  How many times have you found yourself frustrated, but still standing in the queue?  For me, the bank and the post office or even the annual trip to renew the motor vehicle license, are the most challenging!  How many times, in a moment of mutual frustration have you turned to a stranger in that queue and started a conversation?  I know I have, and although the conversation usually starts with a moan about how long the queue is or how slowly it is moving, it usually morphs into something else.  Remember to introduce yourself and tell them what you do, find out what they do – give them a business card (you see, I told you, you never know when you would need one) and then keep in touch.  You’ll be amazed at some of the business you will get out of this kind of encounter.

Reading an Article

By now it must be evident that I really enjoy reading . . .  a lot.  I understand that there are many people out there that perhaps, are not as passionate about reading as I am.  That said, as SMME’s, a certain amount of reading is kind of obligatory if you are to keep up. Whether it is a newspaper article or an article that is related to the industry that you are in or even an article that sparks your interest on a personal level.  Now take a minute to think of a few people who are in your network who may enjoy the contents of that particular article and send it to them.  Personalize it with a note saying something along the lines of ‘when I read this, I thought it might be something that you would like to read to’.  Doing this will just take a few moments out of your time, but the impression that it creates and the value that you add to the relationship that you have with that person(s) is priceless – every time they speak to someone who needs your service or product, they will think of you before anyone else.

Next time, I will share a few more of the types of ways that you can integrate some marketing in your daily life.

Nikki is an Internal Auditor and Business Administration Specialist who can be contacted on 083 702 8849 or nikki@viljoenconsulting.co.za or http://www.viljoenconsulting.co.za

Networking 101 - Networking Effectively

Networking 101 - Networking Effectively

By Nikki Viljoen of N Viljoen Consulting (Pty) Ltd

I’ve just read an article on Networking that says (and unfortunately I can’t see who it was written by) “For job seekers, networking is considered THE most important activity.”

In fact, in my opinion, every aspect of our lives is governed by networking of one sort or another and if we don’t work our networks properly or effectively, the bottom line is that we will not work effectively or optimally.  Quite a reality check, I’m sure you will agree.

Most of us use our networks to expand our business contacts or to get more work in.  On a personal level, I use my network for every aspect of my life.  I listen to the stories of ordinary people, both in their personal lives and in their businesses, which often add value to the articles I write.  I ‘remember’ what/who people are looking for and match them to people that need those things/services in their lives.  When I look for opportunities, I not only look for myself but also for the people in my Network

Whatever we need from our Networks, there are always a few ground rules or tips that apply across the board.  I know that I have covered them many times before, but from experience I know that often we don’t ‘hear’ things the first time that they are said. So here they are again.

When you attend a Networking meeting or event, be confident in your own ability, even if you’re not confident about yourself or have self esteem issues or even if you are shy, you have to come across as confident and that you know what you are doing. 

You need to be able to market yourself and your product/service.  This means of course that you need to prepare ahead of the Networking meeting/event.  You need to have an ‘elevator’ speech ready and practiced and your elevator speech should not be longer than 30 seconds.  It should be short, concise and of course contain the correct information.  Remember that you are not the only person who is going to talk and that you also need to listen, in fact you need to understand that you will be doing a lot of listening.

No-one likes someone who only takes and never gives anything back and this is also true of Networking and Networks.  In fact my motto is ‘give in order to receive’.  The more that you give to your Network, the more your Network will give back to you.  That doesn’t mean that you should be working for nothing though – we all need to make a living, but what it does mean is that you need to give referrals or hook people up.  You can also assist those who you can see have no idea how to Network.  Share your experiences and help them get started.

It doesn’t matter if you attend 1000 Networking meetings or events, if you do not follow up, very little will happen.  I hesitate to say ‘nothing’ will happen because sometimes things happen despite what we don’t do.  You need to engage with people, you need to communicate.  If you don’t, getting contact information may prove to be more difficult for you.

So . .  take a big breath, square your shoulders, put a big smile on your face and get yourself off to a Networking meeting. 

Nikki is an Internal Auditor and Business Administration Specialist who can be contacted on 083 702 8849 or nikki@viljoenconsulting.co.za  or http://www.viljoenconsulting.co.za

Business Tips - Being Your Own Boss – Part 10

Business Tips - Being Your Own Boss – Part 10

By Nikki Viljoen – Viljoen Consulting (Pty) Ltd

One of the questions that I am asked on a regular basis is “How do I cost myself/product/service”?

To be quite honest, the first time I heard the question I was quite surprised until I understood the ‘why’ of the question that was asked.

You see there are several issues that need to be taken into account when working out your pricing in order to ensure that you are able to cover your overheads, productions, distribution, labour costs and marketing costs.  Don’t forget though, that you also want to make a profit too and this also needs to be factored into your calculations.

Your goals and how much you want to make also has a huge impact on the pricing strategy, so that is something else that you need to be really clear about.

As usual, research needs to be done.  You need to check out consumer demands which will also affect the end pricing.

Also, have a look at your competition.  What they are selling their product or services for.  Don’t go too low because people may think that your product or service is inferior and don’t go too high or you will price yourself right out of the market.  Rather make yourself competitive and make your service the deciding factor.

For many though, at first you will probably be guessing at what your costs will be – don’t let this deter you, but do try and be as realistic as possible.

As your business grows and stabilizes you will be able to ascertain what your exact or real costs are and will then be able to adjust your pricing accordingly.

Take care with your margins though as getting that particular formula wrong could have long lasting effects on your business.

Find the correct formula, document it and stick with it and you will be on the right road to success.

Nikki is an Internal Auditor and Business Administration Specialist who can be contacted on 083 702 8849 or nikki@viljoenconsulting.co.za or http://www.viljoenconsulting.co.za

Inspiration - Going Through the Barriers

Inspiration - Going Through the Barriers

By Nikki Viljoen of N Viljoen Consulting (Pty) Ltd

Today’s quote comes from Vincent Van Gogh who said:

“If you hear a voice within you say ‘you cannot paint,’ then by all means paint, and that voice will be silenced.”

Now we all know that Vincent Van Gogh was slightly mad!  Anyone who cuts their own ear off has got to have lost the plot at some point.  That said look at the beauty of his paintings, so somewhere along the line he had to have gotten it right.

Pause for a moment and think about what his words mean.  I know that people who play sport often ‘go through the pain’ and from what I understand it means that when whatever it is that you are doing is painful, you just keep on going and at some point it is no longer painful.

What makes business any different?  Why do those particular words just have to pertain to someone’s talent, be that of the artistic kind or the sports kind?  Surely that would also apply to ‘talent’ in the business sense of the word too?

There is not a single person who I know, who is in business today who has not at some point in time – just wanted to give up and throw the towel in.  There is not a single person who I know, who is in business today who has not thought ‘why does it have to be so hard’? 

Well the truth of the matter is that it does not have to be hard, it’s just that as mere humans we tend to loose our way and then we make decisions that have consequences and it’s living up to and with those consequences, that is what makes it hard sometimes.

So the next time you hear the little voice inside of you, it doesn’t necessarily mean that it is time to book your spot in the nearest mental institution, it could just be your intuition giving you a nudge to make a decision.

What decision will you make?

Nikki is an Internal Auditor and Business Administration Specialist who can be contacted on 083 702 8849 or nikki@viljoenconsulting.co.za.

HR 101 – How to Manage Sick Leave Abuse

HR 101 – How to Manage Sick Leave Abuse

By Nikki Viljoen of N Viljoen Consulting (Pty) Ltd 

Please note that this pertains to South African Labour Relations and Best Practice requirements

I can’t begin to tell you how many of my current clients are singing the same tune.  Actually if the truth be told it is much more of a lament.  Their staff are constantly off work “sick”.  Sadly for the employer this constant abuse of sick leave has far reaching and very damaging consequences and either the employee doesn’t understand this or they don’t give two hoots about the high risk factor to their employment that their irresponsible behaviour causes.

As the employer, you need to know exactly what the problem is and of course how big the problem is in terms of its financial implications.  Once this has been determined you will be in a far better position to take steps to address the situation.

Firstly you need to ascertain just how big your problem is and it is therefore time to look at the records to get all the numbers (now do you understand just how important it is to get the records done, up to date and properly maintained).

- You need to have a look at the amount of time taken for each absence, for each staff member.  Are they ‘one day’ absences or two days at a time or several days.  What about ‘which’ days are usually taken – are they usually before or after a weekend or public holiday?  Are there any kinds of consistencies, for example, your staff member has a child who is in the 1st team swim squad.  The team travels for meets all over the country.  The employee is absent mostly on Mondays and Tuesdays in the summer months, but very seldom in winter!

- What do these absences cost you?  Apart from the fact that you are paying the wages/salary of the employee (so their daily rate would apply) there is also the lack of productivity that needs to be factored in as obviously the deliverables are also affected.  So start there and work out a rough estimate.

- Get some sort of indication of the ‘type of illnesses’ that the staff claim to have.  For example you would expect people to be ‘down with the flu’ or coughs and colds, during the winter months, but not necessarily all the way through summer as well. Obviously there will be some instances where this information is not available, but where and when it is, it makes for interesting reading.

Once you have gathered and analysed all of this information you will be in a far better position to understand the impact that the absenteeism has on your company.

Next time we will have a look at trying to ascertain the causes of the absenteeism.

Nikki is an Internal Auditor and Business Administration Specialist who can be contacted on 083 702 8849 or nikki@viljoenconsulting.co.za or http://www.viljoenconsulting.co.za

Marketing 101 - Losing the Plot

Marketing 101 - Losing the Plot

By Nikki Viljoen – Viljoen Consulting (Pty) Ltd

I am sure that at one time or another we have all sat in front of the TV, having watched the same ad, for what seems like the 100th time in the same  hour and thought or even said “I’m sick to death of this Ad!”?

More often than not, the first time we saw the ad, it captured our imagination and if you are anything like me, you will have even, on occasion looked forward to, or even actively sought to watch it again and again – especially if it has had me in fits of laugher.  But pretty much like a song that I went from wanting to listen to over and over again, I soon got tired of it.

Does this mean that the ad must be pulled or taken off to be replaced by another?  Good heavens no!

The Company who owns that particular ad may have heaps of spare cash to indulge themselves in producing a new ad campaign, but the average small business owner does not and the old saying of “if it’s not broken don’t fix it” certainly applies here.  If the ad or the promotion or the marketing campaign is making you money – for heavens sake don’t stop it or swap it for something else – that’s just losing the plot!

Sure if it is not working anymore, then by all means step up to the plate, but if the money is still rolling in, then you being bored with the ad, or the promotion or the marketing campaign is not a good enough reason to switch to something else.

Remember that what is old and boring to you is still shiny and new to your untapped target market.  If it’s making you money, stick with it.  When the results show that the money is no longer coming in, then it is time to change, but don’t change before the results are in.

One way to appease your growing boredom is to test the market with a new promotion and then track these results.  That way when your ‘old’ promotion shows in the results that it is no longer working and it is time to make a change – you have a brand new promotion ready to take its place.

So be clear about why you want to swap a promotion, make sure that it is about the results and not just your boredom.

Make sure you don’t lose the plot!

Nikki is an Internal Auditor and Business Administration Specialist who can be contacted on 083 702 8849 or nikki@viljoenconsulting.co.za

Networking 101 - Taking Responsibility

Networking 101 - Taking Responsibility

By Nikki Viljoen of N Viljoen Consulting (Pty) Ltd

In his article entitled “Not Getting The Referrals You Want . . . Then It’s All Your Fault”, Dr Ivan Misner, puts the blame squarely at your feet and quite honestly I agree with him.

To continue where we left off last time:

Logically speaking, you need to take responsibility if your Network is not referring you.  Have a look at what it is that you are doing incorrectly or not doing at all.  Look at things like – are you teaching them about who you are and what it is that you do?  Do you come across as passionate about what it is that you do or sell? 

Whilst many individuals are often very reluctant to accept responsibility, my Life Coach Vanessa Rothquel is adamant when she says “You are responsible for creating your own reality” and I agree with her totally.  I would even venture to take it one step further and say that you are also responsible for the actions that people around you, take on your behalf.  After all you are the one who ‘chooses’ to have those people around you, you are the one that interacts with them and you are the one that gives them the information that they convey to others, about your business.  Therefore it stands to reason that if something goes wrong or if you are not getting the referrals, it’s because of something that you yourself have overlooked.

It is said that one of the greatest strengths of a referral network is that ‘everyone becomes friends’ and on many levels this is true, but you also need to be aware of the fact that one of the biggest weaknesses of a referral network is that ‘everyone becomes friends’.  Taking responsibility for what your role is in the process and being accountable for what happens is the only way to ensure the success of the process

Nikki is an Internal Auditor and Business Administration Specialist who can be contacted on 083 702 8849 or nikki@viljoenconsulting.co.za  or http://www.viljoenconsulting.co.za

Marketing 101 - Is Your Business Idea Built On Market Research Or a Hunch?

Marketing  101 - Is Your Business Idea Built On Market Research Or a Hunch?

By Nikki Viljoen – N Viljoen Consulting (Pty) Ltd

I know that when I started thinking about ‘going on my own’ so to speak, the initial idea was born out of absolute frustration and boredom.

I had been working in the same Group for over 10 years and for the last 4 of those years, I had been doing exactly the same thing, day after day.  Seeing the same people day after day, and finding the same mistakes and theft and fraud and . .  yip, I was doing exactly what I do now (being an Internal Auditor), but my work life had reached a plateau.  There was no longer a challenge, I was as high up in the Company as I would ever be able to go and quite honestly I felt really burnt out.

There were two options available to me, to find another position at another Company or ‘go on my own’.

Moving to another Company
When I sat down and really thought about this option, it took all of about 30 seconds to dismiss it.  It wasn’t that I was unhappy with my current employers.  I was well paid, highly respected and highly regarded – it was, well quite honestly it was the lack of challenge.  How long would it take for me to reach this same “space”, if I took a job at another Company – I really didn’t think it would take too long at all.  So this option fell right off the table.

Going on my own
The first time I even dared to look at this option, I thought I was going to have a heart attack!  I mean for goodness sake, what on earth did I know about starting and running a business.  Sure as an Internal Auditor, I knew how to put the processes and procedures in place, but put them in place of ‘what kind of business’?  As head of the Department, I knew how to manage staff and I was also acutely aware of all the pitfalls associated with HR and the Labour Relations Act – I had certainly “Chaired” enough disciplinary hearings and dismissed enough staff over the years to understand the implications.  But even if I did have staff, what good would they be to me if I didn’t even know what kind of business I wanted.  So that idea also got shelved – for a while anyway, but it came ‘a-knocking’ from time to time.

The more I thought about what I wanted to do, the more frustrated I became.  I was literally ‘clueless’!  Time went by and slowly but surely this little idea started to germinate.  Why couldn’t I do exactly what I was doing now – but out there in the big wild world.  Why couldn’t I do “Internal Auditing” for little companies?

Now at this point, had I resigned and just done it, I can assure you that nothing would have come of it and this brilliant idea of mine would have gotten me nowhere.  Why, you may ask?  Simple really, I had no idea if there was a ‘need’ for my kind of service.  Just because I thought that it was a good idea, didn’t mean it was so!  I had a vague idea of who my target market should be, but because I thought that they may need my services, didn’t mean that my potential clients wanted my services.

So I did what I knew best how to do – I started investigating (also known as market research).  I spent many hours trawling the internet, looking to see if there was anyone else out there who was doing what I do – there wasn’t.  Now that could mean one of two things, either it was because there was no need for the service, or alternatively it was because no-one had thought of the idea before.

It was time to check my target market  - fortunately I have a great number of friends who are Entrepreneurs and as SMME’s they fall into exactly the market that I wanted to test.  The internet also provided me with a huge amount of material and information as to exactly what was available and what wasn’t.  The result was that there was a huge need of what I could provide and either no-one else had thought about it, or alternatively no-one else had the skills with which to do it.  All of this research and ‘investigating’ took over three years to accomplish and the result of this is that I have now been ‘on my own’ since 2003.

So what is the point of this story – it’s really quite simple, if your business idea is built solely upon a ‘hunch’ or ‘an idea’, in all probability you will fail.  This is because no matter how ‘in love’ you are with your product or service and no matter how passionate you feel about it, it doesn’t necessarily mean that the ‘real’ market out there will share your enthusiasm.

Look at what the statistics prove – hundreds of businesses start up every day – that’s not a bad thing at all, but hundreds of businesses close their doors and go out of business each day too and that is not a good thing.  Yes not all of them go out of business because they failed to do their market related research, but a great number of them never even get off the ground and huge amounts of money, blood, sweat and tears result in everything being lost.

You have to put in the research and also test the market.  I had 3 clients before I even resigned from my job.  Without the research being done, you will have no idea if your service, product or idea has any chance of  being sustainable.

Rather start out as you mean to continue – slowly, steadily and sustainably.

Nikki is an Internal Auditor and Business Administration Specialist who can be contacted on 083 702 8849 or nikki@viljoenconsulting.co.za or www.viljoenconsulting.co.za

Networking 101 - Using Your Database Effectively

Networking 101 - Using Your Database Effectively

By Nikki Viljoen of N Viljoen Consulting (Pty) Ltd

In his article entitled “Not Getting The Referrals You Want . . . Then It’s All Your Fault”, Dr Ivan Misner, puts the blame squarely at your feet and quite honestly I agree with him.

To continue where we left off last time:

Another reason that many people come up with when they don’t get the referrals that they want is “They just don’t have the contacts I need” says Dr Ivan Misner.  Let’s have a look at the issue there.  Many people don’t even use their own data bases effectively let alone “looked at the databases” of the people in their own data bases. 

Think of the infinite possibilities . . .

Sure you have to work at it.  Sure you have to follow up on every single lead that you are given.  Sure you have to do something with every single business card that you are given.  Sure it means getting up off your butt and doing something other than moaning about what you’re not getting.  The returns though are absolutely fantastic and those of us who work at their data bases can attest to this – I know that I can.

The internet makes the world a really small place.  I met an Australian chap on an International Virtual Networking group about 2 years ago now.  He was looking to set up distributions all over the world for the product that he is selling.  We corresponded now and then and the result was he came out to South Africa and he has set up a whole bunch of distributions both here in Gauteng and in Cape Town.  I met him fact to face last week and we greeted each other as if we had known each other for years.  His product is not something that I would sell or even use, but I have people in my database who would both purchase it or want to set up a distribution point for him.  Now he knows how to Network effectively and although I haven’t had anything from him directly, I have added value to my own database and I know for sure that somewhere down the line, I will make money out of my connection with him. 

His tale is even more amazing.  Around the time that he met me on the internet, he had just started with this particular product and was doing it ‘sort of part time’ as he was still running his own business that has been going for in excess of 25 years.  About a month ago, he handed the jewellery business to his wife and a manager and he is now working full time in the business of setting up distributers all over the world – he now has 285 distributors worldwide.  So I guess you could say that his Networking skills are incredible!

Next time we will continue to look at why not getting the referrals that you want, may in fact be all your own fault.

Nikki is an Internal Auditor and Business Administration Specialist who can be contacted on 083 702 8849 or nikki@viljoenconsulting.co.za  or http://www.viljoenconsulting.co.za

Business Tips - Being Your Own Boss – Part 9

Business Tips - Being Your Own Boss – Part 9

By Nikki Viljoen – Viljoen Consulting (Pty) Ltd

Most people think that marketing is about getting people to buy something that they don’t necessarily need or even want, by persuading them that they do actually need the item.  This is not correct.

Marketing is actually about telling the right people (in other words your target market) how your particular product or service will be of benefit to them in either their business or personal lives.

Here are some of the things you need to look at to create a marketing plan that will work for you.

1. Who is your customer? 
What is unique about your product or your service – who are the people who are most likely to benefit from what you have to offer and why? Make a list of all these groups of people.

2. Create a list of ideas.
Invite all of your friends, family, colleagues to a brainstorming session to find different ways for you to reach your customers.  This is known as ‘octopus marketing’ as different people will have different ideas and all of these ideas could reach out into all the different directions, but still all be a part of the same marketing plan.

3. The Best Idea
Take the best idea out of the whole lot – your favorite one, the one that you would love to do.  Usually if you pick the idea that appeals to you the most, chances are you will actually do it.

4. Test.
Always test the water, so test your idea and if it works, test it again and if it works again – well then you have a winning formula.  If your first idea doesn’t work however, don’t fret and panic – choose one of the other ideas and test that.  Sooner or later you will find an idea that actually does work.  The experts say that we should try at least three different marketing plans every month.

Remember to always have fun.  If you don’t have fun with what you are doing, chances are that you are in the wrong business.

Nikki is an Internal Auditor and Business Administration Specialist who can be contacted on 083 702 8849 or nikki@viljoenconsulting.co.za or http://www.viljoenconsulting.co.za

Inspiration – Great Achievements

Inspiration – Great Achievements

By Nikki Viljoen of N Viljoen Consulting (Pty) Ltd

Today’s quote comes from David J. Schwartz, who says :

"All great achievements require time."

I am pretty sure that we have all heard the saying ‘Stop. . . . .  and smell the coffee’.  For some of us though, and I am including myself here, time seems to run away!

It’s not that I am unproductive or that I squander my time, or even mismanage it – it’s just that there doesn’t seem to be enough of it ever!  I sometimes get the feeling that I am literally running against time!  There is always so much to do, so much that I still want to achieve, and never enough time in which to do it!

I am always impatient with people who waste my time, especially banks, post offices and the like. I am thoroughly irritated by people who meander through life, who seem to walk with no sense of purpose.  I am frustrated by people who can’t see the big picture or the finer details, and yes – you do need to see them both!

I am frustrated by people, who don’t seem to know what they want, let alone how they are going to achieve it, and don’t get me started on people who profess to know what it is that they want but then when you chat to them it is clearly evident that they are actually quite clueless!

You see, although I can ‘talk the talk’, I am essentially a doer, so once I have had the talk and thought it through, I want to get going.  Most of the time, I am frustrated by people, who still want to talk about it . . .  for another 6 weeks (by which time the opportunity has moved on), or people who want to think about it for another 6 weeks (again the opportunity has moved on) or by people who are just plain undecided!

I agree that ‘great achievements take time’, but my biggest challenge is taking the first step towards realizing that achievement!  If it is something that I can achieve myself, I am usually off to a flying start, however if I am doing something together with others . . . well, I think I have made my point already.

Make a decision and take the first step and for heaven’s sake just get going.  Achievements take time, so I would still like to be around to benefit and enjoy the fruits of my labour as and when the achievement is realized.

Nikki is an Internal Auditor and Business Administration Specialist who can be contacted on 083 702 8849 or nikki@viljoenconsulting.co.za

HR 101 – What is Dereliction of Duty?

HR 101 – What is Dereliction of Duty?

By Nikki Viljoen of N Viljoen Consulting (Pty) Ltd

Please note that this pertains to South African Labour Relations and Best Practice requirements

The Collins Concise Dictionary defines ‘dereliction’ as “conscious or wilful neglect” (especially of duty), whilst the Dictionary of English Synonyms lists the synonyms as ‘abandonment’ and ‘desertion’.  The meaning therefore is very clear – it is when an employee intentionally or on purpose, if you will, does not perform their tasks or duties.  There are no ‘accidents’ or ‘mistakes’ here – this is deliberate.

Many employers, when charging an employee for some misdemeanour or another, use the incorrect terminology and the term “Dereliction of Duties” has great ominous and serious connotation to it.  This coupled with the fact that it is a dismissible offence, even for the first offence, often makes it a great tool for frightening the hell out of the staff.

Employers – you need to be careful here as charging for the incorrect offence (or even wording the charges incorrectly for that matter) will result in a ‘not guilty’ verdict for the employee!

Let’s have a look at some examples of what can be termed as ‘Dereliction of Duties’.

- When an employee completely ignores the client they are supposed to be serving, in order to complete the cell phone discussion that are having with a friend.

- When the security guard leaves his post to go home early (or any time for that matter), without a valid reason.

- When a staff member gives the keys to the safe or passwords of the alarms to an unauthorized colleague, so that they can have an extended lunch or go home early.
- When an employee leaves the company truck, heavily laden with product, in a dodgy part of town whilst he takes his lady of the moment to the movies.

- When a machine operator switches off all the safety devices on all the machines that are operated by everyone other than him.

- When an employee downloads porn from a site that he knows is full of viruses.

Pretty standard stuff, I am sure you will agree although I am equally sure that you now understand the difference between not doing (or doing for that matter) something by accident and doing something that is planned, intended or deliberate.

Clearly then ‘dereliction of duties’ should not be used in instances that have arisen due to misunderstandings or miscommunication or because the staff member lacks adequate skills or if machinery is faulty or not correctly maintained.

The punishment has to fit the crime and the crime needs to be correctly identified.  Charges that are incorrect will usually be thrown out and the employee found ‘not guilty’.

Again clearly, it is in your own best interests as an employer to ensure that you get the correct outcome by keeping your emotions in check and dealing with, or presenting the facts calmly and confidently is always a good thing.

To ensure that everyone knows what is expected of them as well as what the consequences are, if the boundaries are breached, to ensure that you have proper policies and procedures in place and that your line managers (and of course yourself) are properly trained to ensure that discipline and control is maintained.

Finally, make sure that all contraventions to laid down procedures are properly and calmly investigated and that the correct, legally applicable charges and therefore the correct wording is used to prevent additional losses to the company in the form of penalties levied against the employer.

Nikki is an Internal Auditor and Business Administration Specialist who can be contacted on 083 702 8849 or nikki@viljoenconsulting.co.za or http://www.viljoenconsulting.co.za

Marketing 101 - Focus on Sales

Marketing 101 - Focus on Sales

By Nikki Viljoen – N Viljoen Consulting(Pty) Ltd

So how do you deal with your ‘Focus on Customers’? Do you focus more on getting new customers or do you focus on existing customers or what about ‘old’ or previous customers – do you ever revisit them?

Here’s the thing – it is always a good idea to bring in new business, it’s healthy for the Company to have new ‘blood’ from time to time. That said it takes time to build new relationships and it can be a costly exercise, although it must be done.

What is an alternative idea though, is to promote your business and new products/services to existing, current or even previous customers. The relationship is already built. Trust and credibility issues have already been dealt with and both you and the client know what to expect.

By reaching out to your existing data base, you will be able to significantly reduce your marketing costs whilst keeping your turnover on the up and up. These clients have ‘proved’ their willingness to purchase your products and services and you have them on hand, it’s not like you would have to prove yourself all over again.

I am sure that any marketing person anywhere, will tell you that one of the biggest assets that your company has is your data or customer base. So use it, all the time.

You need to understand that just because one sale has been finalized, it does not mean that the relationship is over – it’s just beginning. Remember that and your current customer base will forever be your ‘bread and butter’ whilst new customers will become the icing and the cherry on top of the cake.

Nikki is an Internal Auditor and Business Administration Specialist who can be contacted on 083 702 8849 or nikki@viljoenconsulting.co.za

Networking 101 - Ask For Referrals

Networking 101

Ask for referrals

By Nikki Viljoen of N Viljoen Consulting (Pty) Ltd

In his article entitled “Not Getting The Referrals You Want . . . Then It’s All Your Fault”, Dr Ivan Misner, puts the blame squarely at your feet and quite honestly I agree with him.

One of the first and most important things that you have to do when expecting people to refer you is . . . .  to ask them, and not just once either, keep on asking or make sure that people remember you or that you are the first person who comes to mind when they encounter or engage with someone who needs suppliers of your particular product and service.  Do this by meeting with them at any other Networking meeting that you may end up both attending, or keep in contact by means of a newsletter, or phone them, or refer someone to them, or meet them for coffee to catch up.  Doesn’t matter what you do, just ensure that they are reminded frequently, that you are still around and that you are ready to do business or add value to their ‘circle of influence’.

Make sure that people in your Network know that you take in an interest in their wellbeing and that you are not just interested in them for supplying referrals for your well being.  Pass on snippets of useful information or ideas or introduce them to people who may be able to assist them or do business with them,

Secondly, it’s no good asking people to refer business to you if they are not sure about what it is that you do.  They need to know what your business is all about, they need to understand, at the very least, the fundamentals of what you sell, be it product or service.  They need to understand how your business can make a difference in the lives of others.  Be careful not to give them too much ‘technical’ information at once but rather give out ‘bite’ sized bits of information that is easy to understand.  Don’t forget to let them know about any new or additional products or services that you add to your business, as you add them.  This will also help you to ‘keep in touch’ with them and keep them excited about what it is that you do.

Horror of horrors, if the person that has been referred to you has only used you once and then you have never heard from them again  . . . .  perhaps it is not because they are fickle, perhaps you should be looking inwards at yourself.  Did you close the sale properly?  Did you deliver and also important, did you deliver on time?

The time to make that call or send that mail is now.

Nikki is an Internal Auditor and Business Administration Specialist who can be contacted on 083 702 8849 or nikki@viljoenconsulting.co.za  or http://www.viljoenconsulting.co.za