“You can’t go off a diving board one foot at a time,” Glenn Eisen said. “If you want to be an entrepreneur, you have to be willing to make a commitment to building and running a Westchester business.”

Mr. Eisen knows a lot about the commitment it takes to start a business. During the 1970s, he was in the same boat that a lot of Americans are in today. “There were just no jobs. I sent out over 200 resumes and didn’t get a single response. You have to do something. I talked to everyone I knew, and no one would give me a job. So I stopped asking for jobs. I asked instead if they had a problem I could solve.” Mr. Eisen had significant management experience from his previous jobs, and used that, coupled with his own insights, to create solutions to these tough problems.

“You have to understand your customers. The biggest problem companies have with management consultants is that these people come in – and they stay forever! Not me. I made it clear I’d come in and solve their problem, and then I’d go home. I wasn’t asking for longevity – but I did want referrals for other business. That was my differentiator. You have to understand what the customer wants, and what the customer doesn’t care about at all.

Nobody chooses Campbell’s soup because Campbell’s does a good job making soup. They choose Campbell’s soup because they’re hungry, and it tastes good.

When you have a Westchester business, you have to know why you’re better than anyone else out there. You have to have some reason for people to want to talk to you. To do this, you’ve got to know your customer, in concrete terms. Who are they? What do they need? Why would they want to talk to you? If you can answer those questions, you’re on your way. If you can’t answer those questions, you’re not ready to start. It’s as simple as that.”

SCORE Westchester connects experienced business professionals with today’s Westchester business owners and entrepreneurs. The knowledge and insight shared can help you grow your small business better and faster than you ever imagined possible. Ready to learn more? Contact SCORE today. We’re here to help!

It’s Not About You, It’s About Your Customer: SCORE Counselor Glenn Eisen on Westchester Small Business Success