Are you wondering why your business isn't exactly the next big thing?
Do you feel like you're selling artisanal ice to Eskimos? Fear not, dear entrepreneur! You’re not alone. Many small businesses find themselves in the same leaky boat, paddling frantically without going anywhere.
Let’s dive into ten possible reasons your business might be floundering, and hopefully, we'll add a sprinkle of humour to lighten the load.
First of all, you’re not alone, sadly. In the UK, 80% of businesses listed NEVER SELL. It’s not because they are bad businesses, it’s down to lack of preparation.
Here’s some pointers to avoid being on the wrong side of that statistic.
1. Your Product is a Secret
Your product is fantastic, but nobody knows about it. Are you running a business or a covert operation? If your marketing strategy involves whispering about your product in dark alleyways, it’s time to rethink. Shout it from the rooftops (or at least post it on social media)!
Never assume because your amazing product is awesome to you that everyone else knows what it does. A potential buyer will be excited by a business with a solid, clear and exciting product range or offering.
2. Website Woes
Your website looks like it was built in the '90s by a time traveller from the '80s. If your customers need a magnifying glass to read the text or a map to navigate, you’ve got a problem. Update your site and make it as user-friendly as an ATM. For a website LESS is MORE.
As Donald Miller told us in that amazing book, “Building a Storybrand” – “If you CONFUSE, you LOSE”. A potential buyer WILL be put off with a business that’s not digital “savvy” – WORSE still, they will SEE this long before you know they exist.
3. Social Media Ghost Town
Your social media presence is quieter than a library at midnight. If your last tweet was about the Y2K bug, it’s time to get with the times. Engage, post regularly, and remember: cat memes aren’t always a good idea. A potential buyer will not be jumping over hurdles to buy a business that is in the “Digital Dark Ages”.
4. Pricing Like a Picasso
Your pricing strategy seems to follow the logic of modern art: nobody understands it. Are you charging too much or too little? Either way, your pricing should make sense to your customers and reflect the value they’re getting.
Remember, you're selling products, not confusion. As well as pricing, a potential buyer will be looking at the systems and structure you have for monitoring profit and margins. A “finger in the air” pricing policy excites no one – in fact, it could lead to the wrong finger being in the air!
5. Customer Service? What’s That?
Your customer service is as friendly as a grumpy cat on a Monday. If your response time to customer inquiries can be measured in geological epochs, it’s time to up your game. Be prompt, be polite, and maybe even add a smiley face or two.
Do you have “barriers” that make it more difficult to do business with you than it should. 95% answer NO, funny thing, but 95% actually DO. Yes, even in 2024 some businesses are “Cash Only” – that sign should read “GO AWAY”.
Every potential buyer will be doing a lot of digging here. Small businesses live or die, thrive or dive, based on Customer Service and Reviews. Good is no longer good enough.
6. Ignoring Feedback
Your customers’ feedback is more valuable than gold-plated bitcoin. If you're treating it like spam mail, you’re missing out on insights that could turn things around. Listen to your customers; they might just have the secret sauce to your success.
Expect a potential buyer to walk, or perhaps run, if you haven’t got a good feedback loop. We always suggest before selling, conduct a Net Promotor Score (NPS) – this is GOLD in the eyes of a buyer.
7. Branding Blunders
Your branding is about as cohesive as a cat wearing a tuxedo. If your logo, colors, and messaging are all over the place, customers won’t know what to make of you. Create a consistent brand image that tells your story clearly. Branding is NOT just for the “big boys” – branding is for life, not just Christmas.
This is what we call a “Hidden Objection” or a “Silent Objection”, it’s where a sub-conscious decision is made. The potential buyer doesn’t “feel right”, there’s something not exciting them, but they just can’t put their finger on it. A poor brand strategy is guaranteed to do that.
8. The Location Lottery
Your business is located in the middle of nowhere. Unless you’re selling desert survival kits to stranded travellers, you might want to reconsider your location. Be where your customers are, not where the tumbleweeds roam. Be seen, be visible, be noisy, be consistent, be relevant, be everywhere. Today, EVERY business can and SHOULD be visible.
Today, though, a good location can be a prime slot on Google. A strong position on Amazon. A busy store on ETSY. A busy, vibrant website.
9. The Valuation Expectation
Your business has a value, every business does. There are many ways to improve and INCREASE that value, however, your Jam Doughnut business with a turnover of £45,000 and a net profit of £8000 is unlikely to be worth £1m.
Sure, the broker may tell you that as they take an UPFRONT fee. We’ll guide you on THREE valuations. 1) What the business is worth today. 2) What the business could be worth with a bit of effort. 3) What the business could be worth with some serious effort and planning. The choice is yours.
A business is worth what a genuine buyer is willing to pay for it. An excited, motivated and impressed buyer will pay a premium.
10. The Desirability Factor
Your business is your baby, and no one likes to hear their baby is ugly. However, by creating DESIRABILITY and showing a potential buyer what your baby is REALLY capable of, well, now we’re off to the races. FEW businesses do this. We call this GROWTH POTENTIAL, and it is good.
This isn’t a flight of fantasy, or figures pulled from La La Land, Growth Potential focusses on real opportunities and used a module called T.A.M, S.AM. and S.O.M to illustrate market and growth opportunities.
99% of buyers will acquire a business with a view to increasing and improving that business, give them the blueprint for that.
So, there you have it! If your business isn’t selling, one (or more) of these culprits might be to blame. Remember, Rome wasn’t built in a day, and neither is a successful business. Tweak, adjust, and most importantly, keep your sense of humour. After all, entrepreneurship is the ultimate rollercoaster – just hang on tight and enjoy the ride!
Would you like a no obligation, no waffle, no cons, no gimmicks, no CHARGE business evaluation and valuation? Drop us a message and we'll make that happen.