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The one trait all successful business owners have in common is that they ask for help when they need it. And the good news is help is readily available. You can find a business counselor or coach in just about any location not far from you and sessions are often at no charge, especially if you’re planning to start a business.Whether you see a business counselor through a free service or choose a fee-based business coach, here are some tips counselors and coaches want you to know to get the most from their sessions.1. Come with something, rather than nothing. I recently had an ideal business client, at least that’s how I viewed him following our counseling session. He wanted to start a lawn care and landscaping business and was employed fulltime doing just that for a local municipality. He had already asked his supervisors if it would be OK to start a business on the side, one that he could do in the evenings and weekends. They gave him the OK, had him sign the necessary secondary employment documents and were pleased that he was making plans for his professional future (after all, jobs with government entities are not as secure as they once were).He already had his own equipment, a business license, name and business cards. He came to me to find out how to reach business owners in his local community. We talked about his target market, his services, how to gather the information needed to set prices, his competition, how to ask for business-a myriad of topics that ended in steps he would take to launch his business.He felt energized afterward, and I felt refreshed, thinking, “Why was that session so productive and how can I have more clients like that?” Here’s the answer. He came with something. He had experience in the industry, a current job and savings to fund start-up expenses, equipment, and an idea of his target customer. I contrast him with another client who came in recently wanting to start a business “to help women with things like housing, childcare, life skills, because I know so many women who really need help.” You get the point.2. Trust the counselor. Confidentiality is important and business counselors will honor it. If it makes you feel better for them to sign a confidentiality statement before reading your business plan or swear they won’t steal or share your business idea, fine. But trust me. Business counselors have been exposed to all types of business ideas and very little is unique to them. Even so, they’ve chosen a career as a business counselor and are not looking for a unique idea to pirate.3. Be open and honest about your financial situation. A business counselor can be a great resource to find funding and they can help you put together a funding proposal, but you must be open and honest about your financial situation and the earlier the better. A business counselor, especially in the first session, may not want to come right out and ask “How much money do you have to start this business?” or “How much do you have to put toward a loan?” but it’s important for them to know early to help you find appropriate funding resources. Vague statements such as “I should be OK in getting a loan,” or “I should have enough collateral to apply for a commercial loan” really doesn’t help. Provide details to the counselor and the earlier you do this the further along you’ll be.If you’re an existing business owner and the counselor asks to see financial records, avoid responding with, “My accountant takes care of all that, so we’re good there.” Financial records can reveal quite a bit about management of the business. Use the counselor’s expertise and tools for financial analysis. The counselor can save you money by examining your records.In additional to your financial situation, Warren Williams, head of Turning Point Business Coaching in North Carolina adds, “Be open to what the coach can teach you. A good coach truly has your best interest at heart, for they genuinely want to help you (as well as your business) be successful. Remain open to the opportunity to make your business better by making yourself better”4. Do your assignments. Business clients tend to disappear or play “hide and seek” once the counselor gives them an assignment. An assignment might be to do some market research. If you’re not familiar with what or how to do it, simply say so. Don’t nod as if you understand. Avoiding follow-up calls from the counselor or not responding to emails because you didn’t complete your “homework” just delays the process of reaching your business goals. Let the counselor know you’re having difficulty with the assignment and could use more guidance. No need to feel embarrassed.5. Understand the counselor’s role. As with any type of counseling, the idea is to help you discover solutions as opposed to telling you what to do. “Counselors provide a sounding board for you. They’ll challenge you and help you see situations in new ways. They’ll help you find solutions, not impose them,” says long-time North Carolina business counselor Maggi Braun. Don’t feel frustrated because you didn’t get the “answers” you were looking for.6. Be willing to consider many ideas. Whether you’re a new or established business owner, keep an open mind. This is closely related to the previous point. Think of your time with a business counselor as an exploration session. Many ideas or solutions may come to the surface. Be willing to consider them and then winnow out the best. If you have to do a pros and cons sheet to find the right one for you, do it. Being wedded to a particular business name, idea, process, procedure, etc. can keep your business from moving forward. Be willing to approach the business from a different perspective and be prepared to spend time after each session digesting the ideas discussed.7. Plan for more than one session. One session with a business counselor really won’t do justice to the counseling experience. At least three sessions will give you a good foundation on how to proceed. As mentioned at the beginning, cost shouldn’t be an issue because you can find free business counseling services at your local colleges and universities. Your local library, chamber, business license office, or even a web can provide a referral.Barbara L. Hall is director of the Small Business Center at Rowan-Cabarrus Community College in Salisbury N.C. She is also currently enrolled in the Masters of Entrepreneurship Degree Program at Western Carolina University. Webmasters and other article publishers are hereby granted article reproduction permission as long as this article in its entirety, author’s information and any links remain intact. Copyright 2014 by Barbara L. Hall.

The traditional marketing mix used by businesses comprised of 4 key elements thought to be vital to the success of any business. However, with the passage of time and the variations in the kind of products and services offered, there are 7 key elements today in the marketing mix that require constant evaluation to ensure the best possible results. These 7 P’s are:
Product

Price

Placement

Promotion

Physical Evidence

Process

People

Businesses use a unique combination of all these elements in an attempt to achieve the highest customer satisfaction levels.In this article, we will discuss all the 7 elements in detail and will explain how businesses can make constant variations in their product mix to maximize their goals.Product
What distinguishes your product or service from other products? While there are standard quality and service components to establish performance, the product or service needs to be somehow unique, some way better than its competitor. This “unique selling proposition” is mission-critical to the business’s success. Customer satisfaction with your product or service is of utmost importance. Though it’s important to offer a high quality or a more economical price, better availability or quicker delivery time, it is also essential to make sure that your product or service has something that is unique and that sets it apart from the competitors in the market.Price
Consider if the target market sees the price of your product or service as affordable. If the target market is not willing or able to buy, there is no chance to build your business successfully. If the price of your products is higher than competition, it is imperative to convince the market the value of the price premium.Placement
In order to capture the market, make your products and services accessible and easy to buy. If the customer can’t find you, they can’t buy from you. If you offer online sales, carefully consider the process customers must go through to buy online. A difficult purchasing process is a barrier to sales. Know where your target audience lives and shops in order to put your product in front where they can see and learn about it.Promotion
Promoting your product through the right channels to ensure highest exposure is essential to the marketing process. A promotion on broadcast TV or radio is expensive compared to other channels; they will reach people who may have no interest or not be qualified to buy your products. The costly reach of broadcast media can waste valuable marketing dollars with little return. If the channel is online, use the internet – and search engine optimization – to your advantage. Find out the keyword search terms that will bring the most amount of traffic. Leverage the content and position of the websites that feature your product to its best advantage. If promotion is direct mail, give careful consideration to a targeted mailing list. Direct mail can be more focused and waste less resources, resulting in a more exacting approach to your target market.Physical Evidence
Think about all aspects of your organization that your prospective customer encounters. From the cleanliness of the selling floor and lavatories in a brick and mortar location to the ease of website navigation, the visit should be a pleasant and hassle-free experience for the customer. Polite, courteous and well-trained staff should be a priority to convey an image of quality from the product to the people who help sell and re-sell the product. The primary and secondary packaging can elevate a simple useful product and make it more desirable. Everything that the customer comes in contact with comes under the physical evidence.Process
A lead generation process happens from the time your marketing is seen or heard by the customer until they take advantage of your call to action. The sales process starts from that call to action until the product or service is successfully delivered and paid for. Is the process well-tested and reliable? Is the experience the same from the customer’s point of view each time they interact with your company? How efficient is the sales process? If the process can be delivered from lead to sales in the optimum amount of time, conserving resources and expense, it can be replicated over and over to build more sales revenue.People
From the people who answer the phone, greet the customer, handle problems, process payments, follow up on the sale, and manage the team to the president of the company, all actions contribute to an image of quality and service. It’s common to hear companies say we have great customer service in today’s world, but how they deliver the great service is what holds great significance to the customer.How Companies Use the Marketing Mix
The marketing mix experiences a lot of variations throughout a product’s lifecycle stage. For example, if we look at the category of health supplements, a lot of the brands started off as delivering nutritional supplements to men and women in the market. However, in the development stage of the product’s lifecycle, brands were focusing more on gaining exposure through lower introductory prices and different promotional packages. As the brands crossed the Introductory stage and moved on to growth stage, businesses started catering to more specialized categories such as Teens, Men, Women, and the above 50 and began developing more products for each category. These line extensions are typical of a business in the growth stage. When a company is in the mature phase of their lifecycle, it is common to re-launch their products with innovation to capture the surge of business experience in the development stage. In the category of health supplements, many brands identified the opportunity of attracting customers looking for exercise and athletic supplements for enhance performance. This new market segment opened the doors of a completely new marketing niche for businesses that focused on diversifying the market and on increasing the market for this new category.Conclusion
Experienced marketing consultants such as 1st Straw Marketing ask a lot of questions to dive deep into the different aspects of business. Getting to know the perception of the market and the internal workings of the company selling products and services is essential to developing a strategic and tactical plan that can be successful. Depending on each stage of the product’s lifecycle and the influence of the market, business leaders and professional marketers are constantly evaluating their marketing mix and making changes to serve their target market better. Planning, review, evaluation and research goes into determining every element of the marketing mix and is vital to the overall success of a business.