21
- Know or Learn the core of your business.
- Never ignore reality. It doesn't mean you are negative. Running a business is not all about fantasy. Make projections, but act on reality.
- The statement that '£1 is better than zero sales' is not always true. Never lose sight of the bigger picture.
- Sometimes it's better to turn down some customers (politely) than to accept their devaluing patronage.
- If there are loopholes in the market, system or anywhere, exploit them.
- Don't place your hustling instinct above your reputation. Reputation is key!
- Be very careful of those customers who'll ask for special discounts with the promise of referrals or directing business your way. While it's true that some of them will bring you business,they would equally have devalued your business by telling