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HOW TO BEAT DEPRESSION! and *Here's the story of a small, almost successful mail order entrepreneur, and *how he overcomes the blues that comes with his way of conducting business: and *What an adrenalin rush! Last week when I visited the post office my post *office box was overflowing with orders. One day, I had to get a plastic *container just to carry the mail home. At the end of the week, I had made *about $1,200 in orders! and *Unfortunately, I spent money to stock up on inventory. I anticipated *receiving the same type of business the next week to make up for any *overspending I had done this week.That did not happen. and *The next week brought in a total of $150 in orders _ and the week after that and *This is one example of how a business works sometimes and it's important to *not take everything for granted. As employees of other companies, we were use *to the fact of receiving a paycheck every week. Whether we worked hard or *not, our paycheck was always the same and always on time. All we had to do *was put in our 8-hours, 5-days a week. and *Also, we were not used to spending any money to fill orders. If we needed to *mail something, we sent it to the mail room or ran it through the postage *meter. As employees, we didn't pay for the postage out of our own pockets. *Our employer took care of it. That also goes for supplies. If we ran out of *paper for our typewriter, we went to the supply cabinet and got a pack out. *We never worried about spending our own money to pay for office supplies. and and *But when you own and operate your own business money is hard to come by *especially the first few years. You generate your own income! So instead of *thinking about riches and glory _ think about improving upon what you already *have. If you have a $1,200 week pat yourself on the back _ but don't be *stupid like I did and spend it thinking you'll have the same amount next week. This may not happen for another 6 months! *Instead, find out "why" you generated this much money one week and hardly *anything the next week. Did you stop marketing because you didn't think you *had to anymore? Did you spend time filling all those $1,200 worth of orders *and generating back-end sales? (A back-end sale is placing some form of *advertising in with the orders you fill that will generate additional sales. *These items should be for products and services that either compliment or are *the same as the product the customer purchased.) and *Were all the orders that made up the $1,200 week for the same product or *different ones? Where did you advertise in order to generate this response? *Was it a specific publication or a combination of several of them? Were the *orders for something that people run out of frequently (i.e., printing, *typesetting and advertising?) If so _ you can have a special offer for these *same customers in a few weeks with a money-saving coupon for them to use. *This will generate repeat business and the likelihood of another $1,200 week *in the near future. and *However, if you do spend the money like I did and depression sets i, *just sit down for a moment and reflect on what you do have: a roof over your *head, food to eat, a legitimate business that will grow and possibly steady *out in the future, peace of mind and the ability to work on your own without *employers and people breathing down your neck! and *In addition _ if you spend the money and cannot buy the supplies to fill the *orders, DON'T just avoid your customers and hope they'll understand. Instead, *send them a postcard that simply explains that you had such a large response *that you sold out of the item. Tell them approximately "when" their order *will be filled and "when" to expect it. If you can't possibly fill the order *within 30 days, give your customer the option of getting their money back or *better yet _ issue them a Credit Voucher to use on future purchases. and *If you have no income at all and cannot possibly refund people's money offer *them something in return that you can provide. You need to find some way to *compensate your customers. Remember that they trusted you enough to see your *ad, write out a check and spend their hard-earned money on you. They may not *have a lot of money either. Avoiding them will turn you into a "rip-off" *artist with no future in the industry! and and and and and |
