On starting a new business, the very first question one needs to ask oneself is “Will the items I am offering sell?” This question might seem obvious, but there have been a great many stores that needed to close because what they had on offer did not bring enough business, if any at all.

Before the items get to the store, or at least when they just arrive, it is necessary that people know about the existence of the store and the items to be sold. Needless to say, advertising needs to take place somehow. How much money should be spent on advertising should be dependent on the amount of money the business person can afford. It should definitely not exceed the amount of anticipated revenues, as this might cause the business to operate at a loss. On some occasions, however, excessive advertising is crucial, but, this being the case, it is advisable to ask a serious business consultant.

The quality of the products on offer should be high and consistent, especially when they have been advertised. Customers should feel that they have been told the truth. Defective merchandise should certainly not be on display. Sometimes, it is possible to sell it at a discounted price, but the customer should be advised of the situation. Under no circumstance should one sell a defective piece as if it were a standard one, as doing such a thing could only ruin the store’s reputation. As we all know, good name is everything for most any business – especially for a new one.

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In order for the customers to feel comfortable, it is necessary that the store where the merchandise is placed on sale be pleasantly built. In addition, the attention given to customers is crucial – if not vital. Although the customer’s prime concern is quality and competitive pricing, courtesy is a very big plus. Besides, the person who sells should have a thorough knowledge of the products. It could very well happen that another store selling the same products has more business because they give a better attention to the customers.

It is indeed a fact that when what we currently call bottom line of the sales is higher, the business in question is more likely to make money. On the other hand, overpricing can very well turn customers off. The cost of an item should be reasonable; only when the item turns out to be something very special can one afford to sell it at a higher price. Offering a discount when many pieces are bought is also a way of attracting customers.

Sales returns are to be handled very politely, even though they do not bring any good news. Most of the times one should believe “the customer is always right”. If the customer only wants a refund, it should certainly be given. Otherwise, offering something else instead can to some extent save the – perhaps considered – loss of business. If the customer wants a replacement and what he really needs is not in stock, he should be given the choice of either getting a refund or a credit toward a future purchase. Sometimes customers are willing to wait for the store owner to replenish the out-of-stock item.

All the above facts (rules) are logical, but there have been many companies that were very successful even though they did otherwise. There have also been many other ones who operated their business with a great deal of honesty and were unsuccessful. The answer to this puzzle might be luck, which is that far needed for most anything in life. Doing one’s best is definitely the key to success, but its outcome could well turn unpredictably different.