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In the window washing business, it’s all about marketing. Don’t make the mistake of thinking that in order to be successful in this business, you need to be an expert with a squeegee. I’m
sure there were window washers out there who could run circles around me when it came to knowing all these different squeegee techniques, but…I had many more customers. And that’s what matters!

So today we’re going to talk about getting customers!

Business owners (not just window washers) who get into business, think that a simple yellow page ad or a sign in front of their business will generate “buzz” and make ‘em successful. Um…not
quite.

The problem here is these new business owners get so excited about their business that they think everyone else will be just as excited. The reality is quite different.

I was guilty of this also when I was younger. If I opened up a business that I just knew was a great business, I had visions of people just flocking in the doors or calling me non-stop.

I laugh about this now, but here’s a funny story relating to exactly what I’m talking about.

Many years ago, I flew up to Denver, Colorado and bought a mobile oil change van. Before I left on my trip, I secured a business phone number with the phone company so I could tell the folks in Colorado what my business number was and they could letter the van with this information (along with company name, etc).

Anyway, to make a long story a little longer, I got to Colorado, received some training, and drove back to Florida all excited about my business. Man, I just knew that this was it. I mean
everyone needs an oil change, right?

I literally had visions that as soon as I crossed the Georgia/Florida border, people would see my phone number on the van and run to their phone to call me for an oil change.

As a matter of fact, right when I got in my hometown I stopped at a gas station to use the payphone and check out all the messages on my answering machine. I really expected about a dozen calls. Imagine my surprise when there were zero calls. What a bummer!

Now let’s transfer the above information and relate it to the window washing business.

Everyone needs an oil change and I still had to take a very proactive direct marketing approach bringing my message directly to the public. The yellow pages and my signage on the van didn’t
cut the mustard.

But what makes marketing in the window cleaning business even a little harder is that everyone does not need their windows cleaned. As a matter of fact, windows are generally at the bottom of a person’s “to do” or “to get done” list.
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This is the tale of two business plans with very different cover pages. They both contain a unique and exciting business opportunity with the potential for high investment returns. Arriving in the morning mail, each neatly bound plan lands on the desk of the same potential business investor. Both plans are competing with hundreds of other documents, worksheets, phone calls, and articles for the investor’s attention. And, they compete in time, because each one, seen for a few seconds, is either heeded or passed up and seldom returned to by the investor.

The first plan is tightly bound. It has a cover page made from thick paper stock. The cover page resembles the cover page to a term paper. The company’s name in the center of the page and the owner’s contact information in the bottom left corner provide the first bits of information about the business to the investor. Not being familiar with the company name or the owner, the investor must now open the plan in order to learn anything meaningful about the business venture.

However, the stiff cover page complicates this simple task by preventing the document from easily flipping open and laying flat. Aggravating the investor who suddenly has to divert one hand from the uncooperative business plan to answer the phone as it rings for attention, leaving the remaining free hand to wrestle with the cover and hold the plan’s pages flat.

After wrestling with the business plan, the quick-handed investor gets a glimpse of the first page of the plan: a standard confidentiality agreement. So the battle to find some meaningful information continues. This time, after some contorted efforts, the investor arrives at the next page, which is…the table of contents.

At this point, the investor is reminded of the caller on the phone. Not wanting to be rude, the investor apologizes to the caller and returns to the business plan challenge at hand. Eventually the investor reaches a page titled “Executive Summary.” Anxiously the investor scans the page only to see an endless ocean of words and “information-less” headings like “The Company,” “The Market and Industry,” “Business Model/Strategy” and so on. Not wanting to be rude to the caller any longer, the investor decides its best to put this document aside…

The second business plan is also neatly bound. However, the binding on this plan allows the cover and pages to flip open and lay flat. In addition, the cover page is divided into two columns.

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One of the very basic conditions of being a successful businessman is to get people (your existing or prospective customers) to like you and a very basic requirement for being liked by people is to have proper business etiquette. We all like to be in companionship of well-cultured people and etiquette is one of the most important components of culture.

Understanding business etiquettes help you to deal confidently with your customers and business acquaintance and build up a good rapport in no time. The scope of business etiquette is vast and beyond the scope of this article, however, we can definitely discuss one very common but extremely important etiquette issue that businessmen often comes across; exchanging business cards.

In most part of the world, business cards are used to provide or get contact information and other necessary personal details of your business acquaintance, however a lot depends on how the business card is handed over or the way the receiver treats the business card that he receives. There are certain countries that have a set norm about receiving and giving business cards however, the general etiquettes of business card exchange that is followed all over the world can be summarized in the following points.

a) Always get your business cards printed in very high quality paper and get the designs done by professionals. A business card is not just a piece of paper carrying your contact information but it’s a branding tool for your company.

b) Business cards an internationally accepted means of providing the necessary personal details to your business acquaintance. When you are going for a business meeting or a social gathering make sure you have good number of business cards with you.

c) Try to exchange your business cards either at the beginning or at the end of the meeting.

d) Whenever you receive a business card, make it a habit to study the business card and comment on it. If you have any doubts always clarify the doubt before putting it away. This shows that you are paying proper importance to the person who hands over the card to you.

e) If you are traveling to some foreign country where English is not the primary business language, it is advisable that you get the backside of your business card printed in the local language. It is also expected, that while handing over the business card to some one you keep the side with the foreign language version on top.

f) Do not try to thrust your business card at anyone with whom you are hardly acquainted. Business cards are exchanged only after both the parties express their interest to be in contact with each other.

g) It is good to add a tag line or mention the USP of your business on your business card, but make sure that in the process, you do not turn it to a mini billboard.
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Other than this general etiquettes of business card exchange, there are certain etiquettes that are specific to certain countries. Two of the most remarkable instances are found in China and Japan.
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