5 Little Known Business Crimes and Scams

business crimes

If you read the news, you’re familiar with the term “white-collar crime,” which describes crimes committed for illegal monetary gain. White-collar crimes usually occur in the business world and involve respectable, powerful people. Most likely, you’ve heard of business crimes like fraud, bribery, embezzlement or money laundering. Common business scams include Ponzi, Pyramid, and West African Investment schemes.

The most prominent white-collar business crimes in recent years have been the Bernie Madoff case and the Enron case. In 2009, Madoff was sentenced to 150 years in prison for perpetrating a Ponzi scheme that resulted in thousands of investor-victims losing billions of dollars.

In 2001, Houston-based company Enron committed a series of business crimes that would eventually lead to what would become the most complex white-collar crime investigation in the FBI’s history. Enron’s top officials cheated investors through complex accounting gimmicks until the company declared bankruptcy in 2001 and investors lost millions.

However, there are business crimes or varieties of business schemes that are less known and don’t necessarily only occur in the corporate world. In fact, some of these less prominent offenses could affect regular individuals - like you.

Environmental Schemes

Environmental schemes involve fraudulent practices by individuals, corporations, organizations or even governments, which concern the protection or management of the environment. These parties usually participate in schemes in order to circumvent paying for environmental measures.

A recent example is carbon credit fraud (PDF), which includes under reporting of carbon emission and bogus carbon offset schemes. According to Interpol, the carbon market is attractive to criminal gangs and these schemes can be worth billions.

Kickback

A kickback is a type of bribery which is negotiated between two parties. In a kickback, one person accepts to be paid for a service on a quid pro quo basis. Normally, the remuneration (money, goods or services) is discussed ahead of time. Moreover, it is implied that the two parties are cooperating, rather than one party extorting the bribe from the other.

Recently, the executive director of one of New York City’s most reputable social services organizations, William E. Rapfogel, was believed to be taking large kickbacks from an insurance broker.

Telemarketing Fraud

Telemarketing fraud in general is comprised of fraudulent selling over the phone. Common telemarketing frauds include advance fee fraud, securities fraud/boiler rooms, charity fraud or confidence games.

A rising form of telemarketing fraud is timeshare fraud. Timeshare owners are called “cold” to see if they are looking to sell, telling them a buyer has been found, and asking them to send some upfront cash, which they never see again.

To avoid becoming a victim of telemarketing fraud, always ask a caller who tries to sell you something for their contact information and verify them online via websites like InstantCheckmate.

Pigeon Drop

A pigeon drop is a confidence trick in which a “mark” or “pigeon” is persuaded to give up a sum of money to receive a larger amount of money. However, once the pigeon hands over the money, the scammer will take off and the pigeon is left with nothing.

You should take note that these con artists are usually well-dressed and target elderly people.

Jury Duty Fraud

Jury duty fraud consists of scammers calling people, identifying themselves as an officer of the court. The scammer will say that the scam victim failed to report for jury duty and that a warrant is out for their arrest. If the victim replies that they never received such a note, the scammer will ask for some information for “verification purposes,” like birth date, social security number or even a credit card number.

This type of scam has been increasing in the last years and communities all over the country have issued public warnings regarding these calls. To protect yourself, keep in mind that actual court officers never ask for confidential information over the phone, and hang up immediately.

Even though we typically associate the term “white-collar crime” with big corporations or governments, there are business crimes that can affect you as an average individual.

Considering how much of our personal information is available and how elaborate these business crimes and scams have become these days, it is crucial to be extra vigilant.

Crime Concept Photo via Shutterstock




5 Little Known Business Crimes and Scams

business crimes

If you read the news, you’re familiar with the term “white-collar crime,” which describes crimes committed for illegal monetary gain. White-collar crimes usually occur in the business world and involve respectable, powerful people. Most likely, you’ve heard of business crimes like fraud, bribery, embezzlement or money laundering. Common business scams include Ponzi, Pyramid, and West African Investment schemes.

The most prominent white-collar business crimes in recent years have been the Bernie Madoff case and the Enron case. In 2009, Madoff was sentenced to 150 years in prison for perpetrating a Ponzi scheme that resulted in thousands of investor-victims losing billions of dollars.

In 2001, Houston-based company Enron committed a series of business crimes that would eventually lead to what would become the most complex white-collar crime investigation in the FBI’s history. Enron’s top officials cheated investors through complex accounting gimmicks until the company declared bankruptcy in 2001 and investors lost millions.

However, there are business crimes or varieties of business schemes that are less known and don’t necessarily only occur in the corporate world. In fact, some of these less prominent offenses could affect regular individuals - like you.

Environmental Schemes

Environmental schemes involve fraudulent practices by individuals, corporations, organizations or even governments, which concern the protection or management of the environment. These parties usually participate in schemes in order to circumvent paying for environmental measures.

A recent example is carbon credit fraud (PDF), which includes under reporting of carbon emission and bogus carbon offset schemes. According to Interpol, the carbon market is attractive to criminal gangs and these schemes can be worth billions.

Kickback

A kickback is a type of bribery which is negotiated between two parties. In a kickback, one person accepts to be paid for a service on a quid pro quo basis. Normally, the remuneration (money, goods or services) is discussed ahead of time. Moreover, it is implied that the two parties are cooperating, rather than one party extorting the bribe from the other.

Recently, the executive director of one of New York City’s most reputable social services organizations, William E. Rapfogel, was believed to be taking large kickbacks from an insurance broker.

Telemarketing Fraud

Telemarketing fraud in general is comprised of fraudulent selling over the phone. Common telemarketing frauds include advance fee fraud, securities fraud/boiler rooms, charity fraud or confidence games.

A rising form of telemarketing fraud is timeshare fraud. Timeshare owners are called “cold” to see if they are looking to sell, telling them a buyer has been found, and asking them to send some upfront cash, which they never see again.

To avoid becoming a victim of telemarketing fraud, always ask a caller who tries to sell you something for their contact information and verify them online via websites like InstantCheckmate.

Pigeon Drop

A pigeon drop is a confidence trick in which a “mark” or “pigeon” is persuaded to give up a sum of money to receive a larger amount of money. However, once the pigeon hands over the money, the scammer will take off and the pigeon is left with nothing.

You should take note that these con artists are usually well-dressed and target elderly people.

Jury Duty Fraud

Jury duty fraud consists of scammers calling people, identifying themselves as an officer of the court. The scammer will say that the scam victim failed to report for jury duty and that a warrant is out for their arrest. If the victim replies that they never received such a note, the scammer will ask for some information for “verification purposes,” like birth date, social security number or even a credit card number.

This type of scam has been increasing in the last years and communities all over the country have issued public warnings regarding these calls. To protect yourself, keep in mind that actual court officers never ask for confidential information over the phone, and hang up immediately.

Even though we typically associate the term “white-collar crime” with big corporations or governments, there are business crimes that can affect you as an average individual.

Considering how much of our personal information is available and how elaborate these business crimes and scams have become these days, it is crucial to be extra vigilant.

Crime Concept Photo via Shutterstock




Do You Have a Cyber Monday Game Plan?

The holiday season is approaching quickly and, if the National Retail Federation is correct, retailers can expect a four percent increase over last year’s November and December sales. As retailers have learned in past years, the holiday season comes on quickly, slamming businesses for four frenzied weeks before transitioning into a multi-month winter slump. So my question to you is this: Do you have a Cyber Monday Game Plan?

I am blogging on behalf of Visa Business and received compensation for my time from Visa for sharing my views in this post, but the views expressed here are solely mine, not Visa’s. Visit http://facebook.com/visasmallbiz to take a look at the reinvented Facebook Page: Well Sourced by Visa Business. The Page serves as a space where small business owners can access educational resources, read success stories from other business owners, engage with peers, and find tips to help businesses run more efficiently. Every month, the Page will introduce a new theme that will focus on a topic important to a small business owner’s success. For additional tips and advice, and information about Visa’s small business solutions, follow @VisaSmallBiz and visit http://visa.com/business. 

Do You Have a Cyber Monday Game Plan?

Complicating matters is the fact that more shoppers than ever are heading online to avoid the crowds. Brick-and-mortar locations are competing with e-tailers for consumer dollars, making it more important than ever that sites be reliable and easy-to-use. Just as the general holiday shopping season kicks off with Black Friday, online retailers start the season with Cyber Monday. With only weeks remaining before the big day, it’s important that online retailers begin formulating an official game plan for Cyber Monday. This three-step guide is designed to cover each area of your operations in preparation for the biggest online shopping day of the year.

Step One: Do a Server Check

A successful Cyber Monday means record number of customers will flock to your site within the same 24-hour period. A nightmarish Cyber Monday means a record number of customers flock to your site at once, creating a traffic jam that ties up your server for hours.

Cyber Monday can easily go from your biggest success to your biggest failure. Chances are, if your customers’ first impression of you is a shoddy, shaky website that is slow to load, you’ll never see those customers again. This is especially true if those customers are halfway through the checkout process when all of their information is suddenly wiped out.

To make sure your website can handle the strain, do thorough testing ahead of time. Consider using a service like Google’s PageSpeed Insights to learn more about your page load time across a variety of devices.

Step Two: Set a Shipping Strategy

On any list of business holiday season mistakes, shipping failures comes in a close second to website failures. In the short period of time between Thanksgiving weekend and Christmas weekend, customers expect to select, receive, and wrap every purchase. If your business isn’t prepared to get items in the mail quickly, you will find yourself issuing refunds and earning a reputation for being unreliable.

In the weeks leading up to Cyber Monday, set up a plan to address shipping your orders. Order enough boxes and packing materials to get you through the holidays and assign team members to ensure items are packaged and sent on their way within one business day of being ordered. Also ensure that you’ll be able to fulfill those last-minute orders.

Step Three: Launch a Campaign

Yes, shoppers are migrating to the Internet to buy holiday gifts, but the retail industry is well aware of it. That means competition is fierce for those shoppers and, unless your business is a well-known name with a million-dollar marketing budget, you’ll have to be creative to get an edge.

Luckily, you don’t have to spend a fortune on marketing. Using social media, you can kick off a campaign by simply offering a discount. Start planning early and word will spread in time to ensure plenty of customers show up for your Cyber Monday sale.

By preparing in advance, your business can be poised to take on any challenges that arise this holiday season. It’s never too early to craft a strategy to attract and retain more customers this Cyber Monday.



Do You Have a Cyber Monday Game Plan?

The holiday season is approaching quickly and, if the National Retail Federation is correct, retailers can expect a four percent increase over last year’s November and December sales. As retailers have learned in past years, the holiday season comes on quickly, slamming businesses for four frenzied weeks before transitioning into a multi-month winter slump. So my question to you is this: Do you have a Cyber Monday Game Plan?

I am blogging on behalf of Visa Business and received compensation for my time from Visa for sharing my views in this post, but the views expressed here are solely mine, not Visa’s. Visit http://facebook.com/visasmallbiz to take a look at the reinvented Facebook Page: Well Sourced by Visa Business. The Page serves as a space where small business owners can access educational resources, read success stories from other business owners, engage with peers, and find tips to help businesses run more efficiently. Every month, the Page will introduce a new theme that will focus on a topic important to a small business owner’s success. For additional tips and advice, and information about Visa’s small business solutions, follow @VisaSmallBiz and visit http://visa.com/business. 

Do You Have a Cyber Monday Game Plan?

Complicating matters is the fact that more shoppers than ever are heading online to avoid the crowds. Brick-and-mortar locations are competing with e-tailers for consumer dollars, making it more important than ever that sites be reliable and easy-to-use. Just as the general holiday shopping season kicks off with Black Friday, online retailers start the season with Cyber Monday. With only weeks remaining before the big day, it’s important that online retailers begin formulating an official game plan for Cyber Monday. This three-step guide is designed to cover each area of your operations in preparation for the biggest online shopping day of the year.

Step One: Do a Server Check

A successful Cyber Monday means record number of customers will flock to your site within the same 24-hour period. A nightmarish Cyber Monday means a record number of customers flock to your site at once, creating a traffic jam that ties up your server for hours.

Cyber Monday can easily go from your biggest success to your biggest failure. Chances are, if your customers’ first impression of you is a shoddy, shaky website that is slow to load, you’ll never see those customers again. This is especially true if those customers are halfway through the checkout process when all of their information is suddenly wiped out.

To make sure your website can handle the strain, do thorough testing ahead of time. Consider using a service like Google’s PageSpeed Insights to learn more about your page load time across a variety of devices.

Step Two: Set a Shipping Strategy

On any list of business holiday season mistakes, shipping failures comes in a close second to website failures. In the short period of time between Thanksgiving weekend and Christmas weekend, customers expect to select, receive, and wrap every purchase. If your business isn’t prepared to get items in the mail quickly, you will find yourself issuing refunds and earning a reputation for being unreliable.

In the weeks leading up to Cyber Monday, set up a plan to address shipping your orders. Order enough boxes and packing materials to get you through the holidays and assign team members to ensure items are packaged and sent on their way within one business day of being ordered. Also ensure that you’ll be able to fulfill those last-minute orders.

Step Three: Launch a Campaign

Yes, shoppers are migrating to the Internet to buy holiday gifts, but the retail industry is well aware of it. That means competition is fierce for those shoppers and, unless your business is a well-known name with a million-dollar marketing budget, you’ll have to be creative to get an edge.

Luckily, you don’t have to spend a fortune on marketing. Using social media, you can kick off a campaign by simply offering a discount. Start planning early and word will spread in time to ensure plenty of customers show up for your Cyber Monday sale.

By preparing in advance, your business can be poised to take on any challenges that arise this holiday season. It’s never too early to craft a strategy to attract and retain more customers this Cyber Monday.



5 Benefits of Having a Small Business Mentor

business mentor benefits

As a small business owner or entrepreneur, you have a lot on your plate. And whether you’re busy trying to establish your business or developing a growth strategy for your existing operation, it can be valuable to get an expert opinion from a mentor.

Below are some key reasons you should consider reaching out to a mentor.

1. Expert Advice

Above all, business mentors have “been there, done that.” They can offer you expert advice and guidance based on actual experiences â€" successes and failures included.

The insight that business mentors can provide because of what they’ve been through with their business ventures, and over time, is tremendously valuable from a practical standpoint.

2. A Different Perspective

Consulting with a business mentor can be a great way to gain a different, fresh perspective. It’s easy to get caught up with your ideas to the point of questioning, confusion or second guessing - and having a sounding board in a business mentor is a great way to work through some of those kinks.

You may also be presented with some considerations from a business mentor that you wouldn’t have come across otherwise. So it’s a great opportunity to broaden your own outlook.

3. Networking

With all that experience likely comes a vast network of industry connections. Your mentor can help open doors so you can meet people - potential partners, customers and decision-makers in your target market.

Having an introduction from someone like your business mentor can help strengthen that new tie more than simply meeting someone randomly at an event.

4. Skill Development

If you find that you’re struggling with a particular task in your start-up activities or are facing an issue with employees, bookkeeping, etc. in your existing business - a mentor can help.

Many business mentors have a particular area of advanced skills, so you can further your technical abilities while you gather bigger-picture insight.

5. Low Risk

Through many organizations and programs (such as SCORE), consulting with a mentor is usually free, so you don’t have to worry about fronting cash to benefit. You also don’t need to be concerned with scams, because business mentors are available for one primary reason - to help you succeed.

But it’s a two-way street.  Business mentors learn from mentees as well, so the experience is mutually beneficial.

If you’re just getting started down the path to business ownership - or have been there for some time - and are looking for some guidance, consider reaching out to a business mentor to help you along the way.

You’ve got nothing to lose - and a world of business insight to gain.

Mentor Photo via Shutterstock




5 Must-Have’s When Building a Website For Your Restaurant (or any Small Business!)

The other day I was looking for a local restaurant to take my family to dinner. Like most people, I turned to the internet and began my search. Because I write about and consult on technology, I always assumed that every business out there knows how important it is to have a strong web presence, but apparently they don’t! So let’s talk about the importance of a website and five must-have’s when building a website for your small business.

Of ten local restaurants that came up in my search, only five had websites and of those only three had their menu, pictures and other valuable information I needed to decide where to dine. Can you guess which of the ten local restaurants got our business? Now it’s not to say that any of the other seven restaurants that didn’t have complete online information were not good or places to honestly consider, but because they failed to provide that information to me, they lost out. While I am specifically talking about local restaurants in my example, the fact is that all small businesses should have a solid online presence and offer a good-looking, feature rich and easy to use website (and make it MOBILE, too!!) so consumers can ‘check them out’ when looking for options within their category.

Brad Smith, Founder and CEO of Virb - an online DIY website builder with restaurant-centric features like an OpenTable widget and improved menu pages, shared with us the five must-have items every restaurant needs on their website to attract and retain customers. Again, while this is specific to restaurants, the tips transfer to almost all small businesses (just sub in ‘products’ or ‘services’ for ‘menu’). Here they are:

  • Contact info: The most important information you can provide on your website, if nothing else, is your address and basic contact information. That part might be obvious, but, nowadays, you also need to take into consideration how this information might be accessed (hint: It’s not always from a computer with a high-speed internet connection). Your address should either link directly to a map or have one embedded in the page, and all of this should be easily readable from a phone. Google has made mapping incredibly easyâ€"and freeâ€"so there’s no reason your location should ever be difficult to find.
  • Menu: What’s the most important part of your restaurant business? Probably what’s on your menu. Listing a full menu online makes it easier for new customers to see if you fit with their budget and taste, and it’s also wonderfully helpful for anyone with dietary preferences or allergies. You should avoid the temptation to add a PDF or image file of your menu online. Aside from being tough to read on a phone or slow Internet connection, your food items won’t get picked up by Google, which can really hurt your site’s SEO. A text-based menu gives potential customers and search engines the simple, clear information they seek.
  • Online Tools: There’s an ever-growing number of digital tools and software, paid and free, which can help make operating your food business even easier. From LCD-screen menus to iPad order placing, restaurants and customers alike are embracing high-tech solutions. For your website, a seating reservation tool like OpenTable is a must, if you offer reservations. There are even tools that let customers order food online or set up delivery right from your website, if your staff is set up for it. Adding simple tools and plugins to your website can help boost your business among young and old generations alike in this increasingly digital world.
  • Social media: Keep in touch with customers well beyond the walls of your restaurant by utilizing social media. Set your business up with a Facebook Page and possibly a Twitter account to keep fans engaged and boost your SEO. Then, link to those accounts on your website by adding features like a Twitter feed or Facebook Like Box to attract new followers. You might also consider adding buttons to let visitors share your site on their own social networks to spread the word even further. Tying social media into your website gives you a simple way to keep customers updated with your latest news or specials across multiple channels.
  • Photos: You can’t underestimate the power of professional photography when it comes to your businessâ€"and that applies twofold for your business’ website. Food photography, used to show off a few of your favorite plates or drinks, can help entice visitors and start a craving before they walk in the door. A couple professional shots of your exterior and interior can also encourage new customers to stop in, especially if you offer something unique like a great patio or modern architecture. Photos help establish trust with your online visitors by showing them exactly what to expect when they arrive. Great photography is one of the fastest ways to make your website look professional and polished, but beware: Poor photography is one of the fastest ways to turn customers away. Spend some extra time to adjust your color and lighting (or hire a professional, if possible) to nail this important website component.

If you’d like to see an example of a small cafe and coffee shop that has gotten it right, check out Main Street Cafe and Coffee, a trendy delicatessen in Virginia. Their mobile-friendly (again - can’t emphasize enough how important it is to be mobile friendly!!) site shows who they are, what they offer, where they are located and examples of their products  in a simple, easy to use design. The clear, text based menu shows description and pricing, which is important for reaching people searching for your items. For instance, anyone who searches for ‘chicken cordon bleu Altavista’ is going to be directed to their site and just might walk through their doors.

Creating a website for your small business is easier today than it ever was. With great DIY solutions, like Virb or Wix, anyone can create a simple, aesthetically pleasing site that gets their business in front of potential customers. Build that site,  impart these five must-have items, and you might quickly see your seats filling up and your sales reaching new heights!



5 Must-Have’s When Building a Website For Your Restaurant (or any Small Business!)

The other day I was looking for a local restaurant to take my family to dinner. Like most people, I turned to the internet and began my search. Because I write about and consult on technology, I always assumed that every business out there knows how important it is to have a strong web presence, but apparently they don’t! So let’s talk about the importance of a website and five must-have’s when building a website for your small business.

Of ten local restaurants that came up in my search, only five had websites and of those only three had their menu, pictures and other valuable information I needed to decide where to dine. Can you guess which of the ten local restaurants got our business? Now it’s not to say that any of the other seven restaurants that didn’t have complete online information were not good or places to honestly consider, but because they failed to provide that information to me, they lost out. While I am specifically talking about local restaurants in my example, the fact is that all small businesses should have a solid online presence and offer a good-looking, feature rich and easy to use website (and make it MOBILE, too!!) so consumers can ‘check them out’ when looking for options within their category.

Brad Smith, Founder and CEO of Virb - an online DIY website builder with restaurant-centric features like an OpenTable widget and improved menu pages, shared with us the five must-have items every restaurant needs on their website to attract and retain customers. Again, while this is specific to restaurants, the tips transfer to almost all small businesses (just sub in ‘products’ or ‘services’ for ‘menu’). Here they are:

  • Contact info: The most important information you can provide on your website, if nothing else, is your address and basic contact information. That part might be obvious, but, nowadays, you also need to take into consideration how this information might be accessed (hint: It’s not always from a computer with a high-speed internet connection). Your address should either link directly to a map or have one embedded in the page, and all of this should be easily readable from a phone. Google has made mapping incredibly easyâ€"and freeâ€"so there’s no reason your location should ever be difficult to find.
  • Menu: What’s the most important part of your restaurant business? Probably what’s on your menu. Listing a full menu online makes it easier for new customers to see if you fit with their budget and taste, and it’s also wonderfully helpful for anyone with dietary preferences or allergies. You should avoid the temptation to add a PDF or image file of your menu online. Aside from being tough to read on a phone or slow Internet connection, your food items won’t get picked up by Google, which can really hurt your site’s SEO. A text-based menu gives potential customers and search engines the simple, clear information they seek.
  • Online Tools: There’s an ever-growing number of digital tools and software, paid and free, which can help make operating your food business even easier. From LCD-screen menus to iPad order placing, restaurants and customers alike are embracing high-tech solutions. For your website, a seating reservation tool like OpenTable is a must, if you offer reservations. There are even tools that let customers order food online or set up delivery right from your website, if your staff is set up for it. Adding simple tools and plugins to your website can help boost your business among young and old generations alike in this increasingly digital world.
  • Social media: Keep in touch with customers well beyond the walls of your restaurant by utilizing social media. Set your business up with a Facebook Page and possibly a Twitter account to keep fans engaged and boost your SEO. Then, link to those accounts on your website by adding features like a Twitter feed or Facebook Like Box to attract new followers. You might also consider adding buttons to let visitors share your site on their own social networks to spread the word even further. Tying social media into your website gives you a simple way to keep customers updated with your latest news or specials across multiple channels.
  • Photos: You can’t underestimate the power of professional photography when it comes to your businessâ€"and that applies twofold for your business’ website. Food photography, used to show off a few of your favorite plates or drinks, can help entice visitors and start a craving before they walk in the door. A couple professional shots of your exterior and interior can also encourage new customers to stop in, especially if you offer something unique like a great patio or modern architecture. Photos help establish trust with your online visitors by showing them exactly what to expect when they arrive. Great photography is one of the fastest ways to make your website look professional and polished, but beware: Poor photography is one of the fastest ways to turn customers away. Spend some extra time to adjust your color and lighting (or hire a professional, if possible) to nail this important website component.

If you’d like to see an example of a small cafe and coffee shop that has gotten it right, check out Main Street Cafe and Coffee, a trendy delicatessen in Virginia. Their mobile-friendly (again - can’t emphasize enough how important it is to be mobile friendly!!) site shows who they are, what they offer, where they are located and examples of their products  in a simple, easy to use design. The clear, text based menu shows description and pricing, which is important for reaching people searching for your items. For instance, anyone who searches for ‘chicken cordon bleu Altavista’ is going to be directed to their site and just might walk through their doors.

Creating a website for your small business is easier today than it ever was. With great DIY solutions, like Virb or Wix, anyone can create a simple, aesthetically pleasing site that gets their business in front of potential customers. Build that site,  impart these five must-have items, and you might quickly see your seats filling up and your sales reaching new heights!



Using Economics to Set Your Prices

price elasticity

How much should you charge?

That’s an important strategic question. But rather than carefully analyzing the answer, many small business owners just “wing it.” As a result, their prices end up too low or too high to maximize their revenue. Knowing just a little micro economics can help small business owners figure out the “right” price for their products and services.

Charging the highest or lowest price in the market isn’t always the best approach. A business’s revenue - as you know doubt know - is the product the price charged for a product multiplied by the quantity sold.

Charge a high price and you might sell too few units to bring in the highest possible revenue. Charge a low price and you might not sell enough units to maximize your sales dollars.

Price Elasticity

This is where knowing a little micro-economics can help. Whether you are better off charging a high price or a low price depends on the price elasticity of demand for your product.

Although the term “price elasticity” makes some readers eyes glaze over and gives others frightening flashbacks of college classes, the concept is pretty straightforward. It’s just economist-speak for what normal people would call price sensitivity - a measure of how much more of your product customers want when the price goes down or how much less they demand when the price rises.

If you want to maximize your revenues, you need to know the price elasticity of demand for your products. When demand for your product is “price elastic,” customers’ willingness to buy is very sensitive to the price you charge. Edge up your price just a little, and demand drops a lot. In this case, raising your price will cause your total revenues to fall.

Although you will generate more revenue per unit by charging more, the number of units you sell will fall by more than your revenue per unit rises.

By contrast, when your customers’ demand for your product is “price inelastic,” the quantity they are willing to buy isn’t very sensitive to price. While the number of units you sell might fall in response to the price increase, that decline will be less than the boost in revenues you get from charging more per unit.

Is Customers’ Demand for Your Product Price Elastic or Inelastic?

Think about a couple of basic characteristics of your product or service:

First, Does the Product Have a Lot of Close Substitutes?

If you are selling something with a lot of close substitutes - brownies if you sell cookies, for example - demand tends to be pretty elastic. Raise your prices only a little and the customers you affectionately call cookie monsters will switch to the substitute source of a sugar high, leaving you with less revenue than when your price was lower.

Second, is Your Product a Luxury or a Necessity?

If you are selling a necessity (like a prescription drug), prices tend to be pretty inelastic. People can’t easily do without necessities so the cost has to rise a lot before people will go without their purchases. That’s different than luxuries (like high-end restaurant meals). People might readily do without those if prices rise.

Third, How Differentiated is Your Product?

If your customers think you have a great brand or other characteristics that differentiate your product from those of competitors, then their demand for your product won’t be very price sensitive. Consider Apple, for example. People aren’t so quick to buy a competitor’s smart phone in place of an iPhone when iPhone prices rise.

Fourth, Who Pays for Your Product?

When users pay personally, as in the case of vacation travelers, demand for hotel rooms tends to be elastic. Raise prices just a little and your customers are suddenly looking to pitch a tent in a campground. But when those same users are travelling on a corporate expense account, they hardly flinch when you boost the price of the rooms at your hotel.

Understanding price elasticity of demand is important for small business owners. Knowing your customers’ price sensitivity will help you to set a price that maximizes your total revenue.

Stretch Dollar Photo via Shutterstock