Managing Team Performance

Discounting prices is a common tactic to attract customers and increase sales. However, this strategy can be fraught with hidden pitfalls that might outweigh the initial boost in revenue. One of the most significant flaws is the discounting trap, where a small price reduction demands a disproportionate increase in sales to maintain profitability. Consider a business with a 30% gross margin. If you offer a 10% discount on your products, you might think it's a minor concession to entice more buyers. However, this discount significantly reduces your profit per unit. For instance, if your product sells for $100, your gross margin is $30. A 10% discount lowers the price to $90, cutting your margin to $20. To illustrate the impact, let’s crunch the numbers. Initially, selling 100 units at $100 each generates $10,000 in revenue and $3,000 in gross profit. With a 10% discount, selling 100 units at $90 each brings in $9,000 in revenue and $2,000 in gross profit. To achieve the original $3,000 gross profit, you now need to sell 150 units. This means a 50% increase in sales is required just to break even. This example underscores the discounting trap: small price cuts demand disproportionately large increases in sales volume to sustain the same profit level. Relying on discounts can erode your brand’s perceived value, condition customers to expect lower prices, and strain your operations as you scramble to meet higher sales targets.  Instead of discounting, consider enhancing value through superior customer service, unique product offerings, or loyalty programs. This approach preserves your margins and builds long-term customer loyalty without the hidden costs of discounting.

The reality is that at some point, almost every business experiences a cash flow crunch. This may be because the business has experienced growth too quickly and eroded its cash reserves, or because it has experienced a downturn in trading conditions. Managing your cash flow during a crisis is crucial for the survival and stability of any business. The below steps can help ensure liquidity and financial health during challenging times. Step 1: Take Stock and Assess Cash Flow Status Begin by conducting a thorough analysis of your current cash flow. How much money do you have in your bank, how much do your customers owe you, how much do you owe other people, and how much headroom do you have in your bank facility. Step 2: Build a 13-week Cash Flow Plan Prepare a condensed 13-week cash flow plan that maps your inflows and outflows to identify areas where you can cut costs or delay expenses. Then you can create a detailed cash flow forecast to predict short-term and long-term cash needs. Step 3: Monitor Establish a daily routine to monitor your cash position. Not monthly, not weekly - daily. This will help you gain back control. Step 4: Prioritise Essential Expenses Focus on the most critical expenses necessary to keep the business running. This might include payroll, rent, utilities, and essential supplies. Postpone non-essential expenditures and investments until stability is restored. Step 5: Improve Receivables Expedite the collection of outstanding invoices. Offer discounts for early payments and implement stricter credit terms for customers. Regularly follow up on overdue accounts to ensure timely payments. Step 6: Negotiate with Vendors Open lines of communication with suppliers to negotiate better payment terms. Extended payment periods or discounts for bulk purchases can provide temporary relief. Building strong relationships with vendors can lead to more flexible arrangements. Step 7: Communicate with the ATO Establish payment plans and structures but do not ignore your obligations. Silence here is NOT golden. Step 8: Reduce Inventory Levels Excess inventory ties up cash that could be used elsewhere. Optimise inventory levels to match current demand, and consider liquidating slow-moving stock to free up cash. Step 9: Access Financing Explore various financing options such as lines of credit, short-term loans, or government relief programs. Maintaining a good relationship with your bank can facilitate quicker access to funds when needed. Step 10: Cut Unnecessary Costs Review all expenses and eliminate or reduce non-essential costs. This might include subscription services, travel expenses, or marketing budgets. Streamlining operations can lead to significant savings. Step 11: Sell Surplus Assets Realise cash by disposing of equipment or other assets that are not essential to daily operations. Step 12: Communicate with Stakeholders Maintain transparent communication with employees, investors, and other stakeholders about the financial health of the business and the steps being taken to manage cash flow. Their support and understanding can be invaluable during a crisis. Conclusion: By implementing these strategies, businesses can better navigate financial challenges and emerge more resilient from a crisis. Most importantly, remember this: cash flow pressure is incredibly common , even in strong, well-run businesses. You’re not alone in facing it, and with the right plan, structure, and support, it’s something you can work through with confidence. At Your Success Lab , we work with hundreds of Australian business owners to improve cash flow, increase profitability, and put strong financial foundations in place. If you want to take control of your numbers and plan with confidence, we’d love to support you. Get in touch today to start building a stronger, more resilient business.