While operating a home based business has anybody told you that you have to pay your dues?What about your own thoughts? Have you thought what’s fair is fair; I’m just paying my dues? Who made that rule? This is just another little clip of wisdom passed down through the ages that we accept as an unwritten law. There is no real basis for this when it comes to an Internet marketing home business. In fact owners of a home based usually experience success fairly rapidly or not at all.This saying was just created to exert control over others; to keep people down. The more shocking fact here is that we blindly accept it as if that is the way it is supposed to be. I’m not sure what price or how much is being referred to but your home business cannot afford it.Perhaps it’s time to change this thought process. What if viewed paying as collecting instead in your home business? What kind of impact would that have on your attitude and approach to running your business? For instance rather than paying the price for your home based business; you instead collect the benefits for running a business.Just the thought of getting something back changes your perspective. Suddenly the word work in a home based business is not really relevant. It is replaced by other words and phrases like “time investment” or “focus”. Words that suggest a positive return is possible from your home based business efforts.Nobody is saying that paying the price in your home business is all in your head. The reality is things do happen and at times things can get fairly rough. In the real world you have to deal with these issues.What is being said is how you deal with issues is your decision. If you adapt an attitude that you are reacting to issues occurring in your home based business; you are probably going to feel victimized. It is going to feel like you have to pay your dues.Viewing issues as possibilities in your home business takes on a whole different mindset. You begin to consider alternatives, possibly how or what can be done in the future; you forward- think.Create Your Own Home Based Business PersonaAction plans and policies are formed to handle or prevent these issues in the future. This is what makes your home based business a business. It is what distinguishes your business from others in your field.Reclaim the Time Spent in Your Home Based BusinessConsidering the future in your home based business pays attractive dividends. Policies and patterns of behavior are created to deal with these issues. Reducing the time dealing with these issues again and again can go a long way in the improvement of your attitude. Just not having to spend time with the issue again and again reclaims your time; freeing you to do other thinks like run your business.Now is the Time in Your BusinessLooking at issues in your business as opportunities is a great start but dealing with them is quite a different matter. Address the matter as quickly as possible. Procrastination just always the issue to become larger becoming more of a difficult task to handle; just do it now.Your business can actually benefit from rough times.It depends on how you approach them and with what attitude. Get your head straight and quit paying your dues.

If yours is like most small businesses, you can’t afford the luxury of a PR department, much less a dedicated PR agency or even one employee responsible for external communications and PR. However, this business function is critical as the world of communications continues to expand with new applications, demands and opportunities like social media networks. The thought of a concerted PR strategy and execution can be overwhelming for a small business owner, but it doesn’t have to be. There are two primary elements of PR for a small business to engage upon – leveraging online and local offline outlets. The old world of face-to-face will continue to be critical in building your PR strategy and overall business, but let’s face it – the environment has changed, and you simply can’t ignore the power of the Web, particularly social networks. Proactively getting your business out in the community while leveraging the Web will ensure the success of your PR strategy. And, these tactics are not expensive; in fact, many present opportunities for free PR for your small business.These PR strategy tips are designed for those small businesses that simply don’t have budget allocated toward hiring and retaining a communications expert. If you are a smaller company, hopefully you can take a few tips below to integrate PR into your small business to help build a brand and generate leads. Utilizing informative, valuable PR about your small business gives you the opportunity to influence people and lead them to your destination – your website, your store, your offering. Take advantage of what’s out there! Get online and get local – it’s that simple.Growing Your PR StrategyGrow OnlineIf you don’t have a website, you need to get one immediately. Today, you can get a starter site for free or within your communications packages from your voice and data provider. If it’s in the package, then it’s a no-brainer. If you have a website, then make sure it’s dynamic (video, blogs, and communities) to ensure your target audience comes back and builds a relationship with you and your brand. It’s a requirement in today’s online world; the days of stagnant sites are over. Then, once you have your interactive site, make sure you optimize your website and everything you say about your business online to ensure your potential customers are finding you online when they search. This is a key part of your online PR strategy. Don’t you search Google or Bing to find what you need a pinch? It’s called Search Engine Optimization (SEO) and it can be an affordable way to create additional PR for your small business — and it’s often found in your communications and IT packages. At the very least, getting a URL allows you to be FOUND online and that’s key. Google now provides maps when visitors are looking for a specific service in a specific area. By simply having an Internet address – you can be found online looking professional with a map to your location and link to your business, which is pretty cool.The Wild World of Social MediaYou have probably heard about “social media” and you may already be taking part. For many, however, the world of Twitter, Facebook, Linked In, blogs, vlogs and status updates may be a bit unsettling. Suffice it to say – these are powerful tools to help you carry out your PR strategy, especially when used properly to connect, communicate and yes, to sell.As a small business, you can’t afford NOT to take part. It’s easy and affordable, so don’t waste anymore time. Of course, you do need to understand how best to engage before you jump in. Here are a few quick ways to start creating more PR for your small business:1 – Create a Twitter profile and gain followers by “Tweeting” about your business, surrounding businesses and community topics that map back to your business. Build buzz about what you provide – can you Tweet special coupons? Can you give advice? Can you share relevant information to your community? Do you have an event you want to invite local prospects to? Twitter, an emerging PR strategy with an increasing audience, is a great way to quickly (140 characters or less) get a message out and position yourself as a leader. Remember, it’s not all about you; you must talk about the world around you to make an impact. Start off Tweeting about your business, but quickly begin integrating Tweets about your customers, your community, and your industry – and the most important part is to provide some kind of value or benefit in your tweets. Be respectable as well. And if you see someone comment about your business online (good or bad) – respond online for all to see. It’s a great way to show you are committed to your customers. The cost to you? It’s essentially free PR for your small business.2 – Create free profiles on Linked In and Facebook. All you need for Linked In is a profile of you, and from there, you can create a group where you can share stories, news, and other PR about your small business. People can ping you for questions which positions you as an expert and, you can join interest groups that will help you track what other potential buyers in your community do, say and think. For Facebook, simply select “business” on the homepage to create a business “fan” page. Local residents, family and friends can then become “fans” of your company, which is an easy way to highlight the most recent PR about your small business. All you have to do is commit to posting news, updates, coupons, photos and other interactive content to get people engaged. Remember – provide a benefit – a reason for your “fans” to come back for more.In addition to these PR strategy tips, there are local meet-up groups in every community that often originate from the Web, and then meet offline to have a real interactive discussion. Check out Meetup.com in your area to find one.Confused about this new world of social media? Read Groundswell by two Forrester Research analysts, Charlene Li and Josh Bernoff. This book will set you straight and get you excited about the opportunities out there in terms of online PR for your small business.Grow LocalMuch like how consumers like to buy from locally grown farms, small businesses tend to buy from their peers – other small businesses. An effective PR strategy is all about supporting your local communities, and these days, that’s more important than ever. Keeping this in mind, focus on your community by generating PR for your small business at local events. Depending on your business, there are often specialty groups for different types of businesses such as professional service specialty groups. Often these groups gather monthly or quarterly to share best practices and to network. There are certainly general small business groups in your community such as your local Chamber that meet regularly as well. Beyond networking events, you can get ink for your business. Most Chambers have monthly newsletters or emails. Do you have something to say? Could you contribute twice a year with a special promotion to drive people to your business? Take advantage of these opportunities to fuel word-of-mouth marketing through PR for your small business. Hand out business cards, build relationships and follow-up. These opportunities are right outside your door.Think grassroots.Shake hands with other small businesses owners, refer each other and grow your business. To improve PR for your small business, think about what events are taking place this weekend where you could set up space, hand out collateral, serve up some hotdogs, and generate solid leads. Is there an art show or “Taste Of” type of event? Don’t take it all on yourself; partner with other local businesses right in your area to split costs and cross-sell to each other’s customers. A hand-shake goes a long way towards an effective PR strategy. Add a coupon and see the results. Most communities have annual events that bring hundreds/thousands of people – target those. In terms of PR for a small business, the best thing you can do is to connect directly to your audience by showing your personality and your value – get out there!Leverage Local Media.Another important element of your PR strategy involves local brand development, which means building relationships with local media. Yes, there is still benefit in reaching out to traditional media when it comes to PR for your small business. Take a moment to find out who your local reporters are and introduce yourself. Share with your new media contacts areas of expertise that you would be able to discuss if requested. If you create a relationship with your local media and have something compelling or contrarian to say, chances are they will call you when they need your input. Consider a quick email to your local reporters with an introduction, a quick reference of your expertise and what you could comment on. Being timely and relevant is critical to your PR strategy. Offer a cup of coffee. Those relationships can go a long way when you really want to make noise in the community. It’s important to know that if you want coverage and/or additional PR for your small business – you won’t get it with a cold pitch. You must: 1) – establish a relationship; 2) – have news to share that’s relevant, unique or at least different; and 3) – have a product/or service that is remarkable. These rules ring true for influential bloggers as well. For more on being remarkable, read Seth Godin’s Purple Cow – a great, quick read that will get you thinking about how to stand out from the rest to grow your business.Blending Old and New: Building PR for a Small BusinessHopefully these PR strategy tips will help you build a brand for your small business and generate new and recurring business via PR. Communicating to customers and enabling them to communicate back to you is essential in today’s social world of media. However, what remains important today as it did 100 years ago is the face-to-face interaction. Nothing will replace it, so make sure you show your face and personality in the community. Coupling the old with the new will ensure a successful PR strategy for your small business.

Estimating your assets value:

Typically, one of the first questions a business owner will ask me is, “how much will the assets bring at an auction”. After taking the time to review the assets, the auctioneer should give the client a conservative estimate of the sale based upon his experience and the current market trends. It is important that the company give realistic expectations so the seller can make informed decisions based on their best interest.

Compensation and Expenses:

Is the company you are considering working for you or against you? The agreement you decide may determine this.

A business owner should carefully consider how the auction company is compensated. The most common commission structures include: straight commission, outright purchase of assets, guaranteed base with a split above to both auctioneer and seller, guaranteed base with anything above going to auctioneer or a flat fee structure.

In a straight commission structure, the company is paid an agreed upon percentage of the total sale.

In an outright purchase agreement, the auctioneer simply becomes your end buyer. The company purchases your assets and relocates them. While this can be an option in some unique situations, keep in mind that they will want to purchase your assets at a very reduced price to make a profit at a later date.

In a minimum base guarantee, the auction company guarantees the seller that the auction will generate a minimum amount of sales. Anything above that amount either goes to the auction company or split with the seller. While a seller might feel more comfortable doing an auction knowing that he is guaranteed a minimum amount for his sale, keep in mind that it is the best interest of the auction company to secure a minimum base price as low as possible in order reduce their financial liability to the seller and secure higher compensation for the sale.

In a flat fee structure, the auctioneer agrees to show up for the sale and call the auction. There is no incentive for the auctioneer to get the best prices for your assets. The auction company is compensated regardless of the outcome of your sale.

What is the best option for business owners? In my experience, an agreed upon straight commission structure. This puts the responsibility on the auction company to offer the best outcome for everyone involved. There is an incentive for the auction company to work hard for both parties, set up and run a professional sale, get the highest bid and sell every item on the inventory. Successful auctions translate to a higher bottom line for both the seller and the auction company.

Auction Expenses:

In most auction agreements the expenses to conduct an auction are passed to the seller. If the auction company pays for the expenses, it is simply absorbed in higher commission rates.

All expenses should be agreed upon in advance in a written contract. Typical expenses will include the costs of advertising, labor, legal fees, travel, equipment rentals, security, postage and printing. A reputable auction company will be able to estimate all expenses based upon their experience in previous auctions. An agreement should be actual costs charged as expenses, not an estimated amount.

Advertising is typically the highest cost in conducting an auction. The auction company needs to set up an advertising campaign that will promote the sale to its best advantage and not overspend to simply advertise the auction company.

Once the auction is complete, the auction company should provide a complete breakdown of all expenses to the seller, including copies of receipts within the auction summary report.

Buyer’s Premium:

What is a buyer’s premium? If you attend auctions regularly, you are very familiar with this term. The auction company charges a fee to the buyer when they buy an item at auction.

The buyer’s premium has been around since the 1980′s and is standard auction practice. It was first used by auction houses to help offset costs of running brick and mortar permanent auction facilities. Since then, it has spread to all aspects of the auction industry. It is prominent in online auctions and allows auction companies to cover added expenses incurred from online sales.

It is the responsibility of the auction company to provide clear disclosure of the buyer’s premium to both the buyers and the sellers. Those not familiar with auctions are often taken back by the buyer’s premium. They looked upon it as an under handed way for the auction company to make more money. Reputable auction companies will provide full disclosure within the auction contract, advertisement and bidder registration.

Typically, an auction company will charge online buyers a higher buyer’s premium percentage than those attending an auction in person. Extra fees are incurred with online bidding and are charged accordingly to online buyers. This provides the seller a level playing field for both online buyers and those attending the auction in person. Without the buyer’s premium, there is no way to do this.

Pre-Sales:

We’ve all been there. We’re looking forward to attending an auction only to find that some items were sold prior to the auction date.

As an auctioneer with over thirty-six years of experience, I can honestly state that pre-sales will hurt an auction. When a company decides to liquidate their assets, it is easy to sell off high-end pieces of equipment through online sources, equipment vendors or to other businesses. The seller receives instant cash and avoids paying a commission to an auction company.

Auctioneer’s find themselves appearing to acting in a self-serving capacity when potential clients say they are planning to sell off parts of their inventory prior to an auction. It’s hard not to consider the auctioneer’s commission when they warn you not to pre-sell anything. Yes, the auctioneer wants to earn a commission on those sales but it is more important that the auctioneer protect the sale from potential negative backlash that comes from pre-selling. The buying public knows when an auction has been “cherry picked” prior to the sale and it reflects in their bidding. It becomes a sale of “leftovers” and that impacts prices.

A buyer who purchases prior to the auction usually does not attend the sale. They already bought equipment at a good price with no competition. If they do attend the auction, they tend to let others know of their great pre-sale purchases which again, impacts prices and the overall excitement of the sale.

It is important to understand that auctions work best with a complete inventory. You want competition on your higher end equipment. The easy to sell items make it possible to gain respectable prices for hard to sell items.

When a business owner decides to liquidate their equipment assets, there is only one opportunity to do it right. Hiring a reputable auction company will assist you with a professional, orderly and timely liquidation.