Think before you slash. That’s the advice John Quelch, a professor of marketing at Harvard Business School, gives to business owners tempted to cut prices. “You don’t want to give away your profit margin to customers who still would have paid full price,” he says.

Whether they’re following Quelch’s advice or acting impulsively, nearly 30% of small business owners say they have lowered their prices, according to a February survey by the National Federation of Independent Business. “They’re struggling and asking, ‘What can I do to save my business?’” says Martin Lehman, an adviser with the New York offices of SCORE, a nonprofit business counseling group.

If sales are hemorrhaging or customers are flocking to dealmaking competitors, discounting might be necessary. That’s especially true if you’ve already exhausted other options, such as offering consumers extra perks or improved service. But chopping prices is not without risks, including a cheapened brand image and customers who will never pay full price again. And if there’s no demand, even signs that scream “Lowest Price Ever!” won’t draw customers. “The primary factor that determines the price you’re going to get is what the demand is,” says Roland Rust, chairman of the marketing department at the University of Maryland’s Robert H. Smith School of Business. “In a situation where people want things less, the price has to be right.”

To discount successfully, you need to take a look at what your competitors are up to, then analyze your company’s previous experience with promotions. If discounting is uncharted territory, you might experiment with a short-term sale to test the waters or, if you can afford it, bring in a research firm to gauge customer responses to proposed price cuts.

You’ll also need to avoid the common blunder of sacrificing quality or customer service so that you can lower your prices. “Once a company gets a reputation for poor quality, it’s hard to turn that around,” says Rust. Another mistake is discounting too heavily. Depending on your industry, a 10% discount may actually be quite attractive, Quelch suggests. And avoid the sledgehammer approach of slashing prices across the board. Instead, trim prices on specific products or services—those that are slow-moving or have higher margins.

The key is to dish out deals without purging your profits. Here are six survival-mode strategies from pricing experts and the entrepreneurs who are making them work. …read more at An Expert’s Guide to Discounting – BusinessWeek, published 3 April 2009.

Flickr photo credit: quinn.anya

A: I was asked this question by a very serious forty-something father with his teen-something son in tow at a business opportunity fair not all that long ago.

I was tempted say that if I knew someone with that kind of money burning holes in his or her pockets, would I be standing there talking to them? However, my answer was the one any prospective entrepreneur will hear when asking for money: “Let’s see your business plan.”

Even if your business is to be an in-home affair and you’re the only employee, you need to be able to answer two questions before any lender or investor will write you a check:

1. What will it cost?
2. Who’s going to buy it?

These are the questions that a business plan answers. Step one is …read more at How to finance a business start-up – Examiner.com, published 19 April 2009.

Flickr photo credit: YTK23

Price Lists! Get ‘em Here!

In the time that I’ve been working as a professional photographer, I’ve personally tried different methods of communicating my prices to clients and potential clients, with varying degrees of success. These include the usual suspects:

• Printed pamphlet
• Combined price list and brochure
• Web site page
• By email

However, the problem I found with these methods was that sales just didn’t seem to be where I wanted them to be. I would hand out price lists to prospects who requested them, count the number of web hits to my price list page, or email my list to anyone who asked for it – yet the prospects disappeared as quickly as they came, like ghosts. Unless these people were simply professional price list collectors, it was a complete mystery to me, and it doesn’t take too much of that to think to yourself, “my prices must be too high.“

The (Second) Guessing Game

Looking at my price list, and thinking about the lack of returning prospects, I really did start to imagine that my prices were too high – so I made the terrible mistake of lowering them and trying again. Yes, you guessed it – I got just the same result. So, we get caught up in a terrible cycle of continually fiddling with the prices. Up and down like yo-yo’s they go!

Does any of this sound familiar to you? Are you stuck in that no-man’s land of trying to second-guess your prospects to discover what you think they would pay, rather than what you think they should pay?

Well, you’re not alone – just about every photographer I know has been through this painful process. But, there is an answer… read more at Show Me Your Price List – Zenologue, published 22 January 2009.

Flickr photo credit: Burnt Pixel

Physician, heal thyself is good advice if you run a small business. You already know how to fix the problems in your business, and you know how to grow from those problems.

Last month, I gave a talk on “Surviving and Thriving in Real Estate” to about 200 people. I went around the room and met about 50 people before I spoke. I asked, “If you were giving today’s talk, what would you say?” I got eight great ideas and shared them with the audience. I showed them: If you’re working, you already know what works.

Your experience is more valuable than the expertise of a dozen MBAs and Ph.Ds. Your experience becomes expertise when you look squarely at your problems and create solutions. You just need to know how to think like your own consultant.

Fix Your Business

Follow six steps to think like a consultant and fix your business. …more at 6 Steps to Better Business Solutions – Entrepreneur.com, published 26 March 2009

Flickr photo credit: Ms Photo

These microlenders — community-based nonprofit lenders that draw on a varying mix of financing from the Small Business Administration; other federal, state and local government agencies; and some philanthropies — say small businesses and entrepreneurs are increasingly seeking financing as home equity loans, credit lines and other loans have all but evaporated.

Adding to the pinch, credit card companies are slashing spending limits for many cardholders, including some longtime small-business customers who have relied on their credit lines as a source of ready cash.

Even profitable small businesses that once relied on banks for financing are depending more on microlending, a resource that was originally intended to be a lifeline for women, low-income and minority entrepreneurs.

Microlenders around the country say they are encountering a rush of inquiries and an increase in applications for their loans, which usually range from $5,000 to $35,000… Read more at When Banks Say No, Microlenders Say Yes – NYTimes.com, published 11 March 2009

Flickr photo credit: Daniel Y. Go

As a startup wedding and event photographer, I made a list of all everything I need to purchase for my business, and it literally scared me. Between investing in equipment, software, Web site design, and advertising, my projected income is much less than my necessary expenses for this company. Photography has been my life’s passion, and I really want to succeed. Is there any advice you can offer me? —M.M., Chicago

Fear often stems from lack of understanding. Delving into the financial details of your venture should clear up your confusion and give you confidence to proceed—or perhaps persuade you that your business model is flawed and needs to be overhauled or scrapped.

You’ll need to consider both your startup expenditures and your operating costs, since the latter will help determine how quickly you can pay back the former. There are many ways to save on startup costs …Cutting Startup Costs – BusinessWeek, published 10 February 2009.

Flickr photo credit: tk yeoh

The Schedule C tax form used by sole proprietors to report business profit or loss has 21 line items for business expenses—including such catch-all categories as “office expense,” “supplies,” and “other expenses.” The tax forms for partnerships, LLCs, and S-corps are similarly broad. “It doesn’t even begin to hint at all the things that a business can legitimately deduct,” says Bernard Kamoroff, a certified public accountant and author of 422 Tax Deductions for Businesses & Self Employed Individuals. Don’t expect your accountant to find all the deductions you qualify for—your accountant doesn’t know your spending as intimately as you do.  …more at Hidden Tax Tips for Entrepreneurs – Business Week, published 17 February 2009.

Flickr photo credit: ANATOLI AXELROD

Think your business is too small for an employee handbook? Worried that your written policies will open you up to lawsuits? Whatever the excuse, the truth is an employee handbook is an essential resource in your business–as an introduction for new employees and as a reference guide for your existing staff. Scratching your head on where to start? Follow this simple checklist to create an effective employee handbook for your small business…more at By the Book – NFIB.com.

Flickr photo credit: Wan Zafran

Q: I’m trying to start an independent record label, and I’m also a piano accompanist. I’d like to combine both those services under one company, but I’m still deciding whether to classify my business as a sole proprietorship or a corporation. Would a corporation provide me with more tax advantages if I earn under a certain amount of income? If I’m more successful in subsequent years, would it be hard to change the legal structure? —E.F., Miami

A: This is a common sticking point for entrepreneurs getting started and there are many factors that go into making the decision. The legal technicalities are complex and the pros and cons can be confusing. You’re best off if you can meet with an attorney who specializes in small business …more from BusinessWeek. Flickr photo credit: College Park Speed and the…’s photostream

“The first reaction is to cut, cut, cut, and advertising is one of the first things to go,” says Wharton marketing professor Peter Fader, adding that as companies slash advertising in a downturn, they leave empty space in consumers’ minds for aggressive marketers to make strong inroads. Today’s economy “provides an unusual opportunity to differentiate yourself and stand out from the crowd,” says Fader, “but it takes a lot of courage and convincing to get senior management on board with that.” …more from Forbes.com. Flickr photo credit: shankar, shiv