Read E-myth, fewer SKU (read up about 80-20 rule / pareto principle), keep stock at all times, even if you need to raise cost a little (look at Emotiva moving part of manufacturing to US), standardize everything which can be standardized, get a FAQ, well documented driver specs and info in PDF, make video presentations of all the drivers, talk about their strengths, intended use, ideas etc and put it on every video site out there, post live updates on the website and have the Cart CMS send out automatic notifications to customers. Get liquid and solid financially by taking on help if you don't have the funds yourself. Define your business and learn to say no when people are asking outside the scope of what you're doing. Become a sponsor or participate in a big forum related to your niche and mindle with your customers there, not through email, as your replies will only be effective once.
He is essentially trying to be price/performance leader and give stellar customer service far beyond what customers should expect, both at the same time. This won't work. Since the products are as good as they are, they will stand on their own, he just need to get his house in order and spend more time marketing his value preposition and standardize the order process, logistics, information flow etc. Also look at what miniDSP is doing with their buyers guide etc. They are not perfect, but their approach seems to be working.
Maybe hire a skillful young guy out of business school as a PA to help your business organized?
Best of luck.
Oh, and by the way, I'm not successful (yet), lol.
I like bass
Last edited by GizzeGutten; 09-04-2014 at 12:48 AM.