If you want any relationship to work, you have to get this right. Honest, two-way communication is the foundation for trust, respect, integrity and loyalty. And it doesn’t always come easy. It often requires courage.
Consider your own experience as a customer. Remember a time when you felt cheated or misled. The business may not have even been intentionally cheating you or jerking you around. But the point is, you felt that way. And you may have customers who have felt the same way about your business.
Think back to your bad experience. Would you have felt differently if the company had clearly stated prices, order tracking or delivery schedules that were available to you as a customer?
Would it have made a difference if someone had recognized the problem they caused you, accepted responsibility and offered an alternative?
Would you have more faith in the business if a representative of that business just plain told you the truth instead of trying to cover their tracks or avoid having to resolve the problem? Chances are you’re saying ‘yes’ right now.
If you want to create a lasting relationship with your customers, it would be wise to make sure you offer them the truth and an open ear. No one wants to feel ignored or dismissed, especially if they are already upset.
One of the best ways to let your customers know you are listening is to implement their ideas. Who better to know how you can better serve them than your customers? When they let you know what you can do to make them happier, truly listen and assess their ideas.
Video: Why do customers defect? It’s not what you think. Discover the best way to determine why you lose customers and how to turn their concerns into profit. This brief video will give you new insights into this business initiative. Click the thumbnail below to view.
There’s a standing joke in the industry that 50% of your advertising is wasted. The problem is identifying which 50% it is! In fact, the 50% estimate is being generous. It’s probably closer to 100% that’s wasted–and at least you know which 100% it is…it’s yours!
One of the fastest ways to waste money is on a misguided marketing effort. There are a variety of ways to market your business. But too many businesses rely on just one. Whether it’s advertising, email, or direct mail, one sole means of marketing is likely to deliver less than stellar results. The key to maximizing your marketing efforts and dollars is diversifying your marketing plan.
An important part of your marketing plan should include professional and association membership. This will put you in contact with people outside your industry who might have a need for your products and services. It’s not enough to just attend meetings. Participate in special events or join a committee. Personal contact, even in this age of high-tech, is still one of the best ways to market your business. Consider writing articles for the local or national newsletter, make a presentation at a monthly meeting or regional conference, be sure you’re listed in the association’s directory (with a photo, if possible) and link your Web site to theirs.
A regular part of your marketing plan should include reviewing your promotional materials from business cards, letterhead and envelopes to ads, promotional materials and anything that may carry your logo on it. If you haven’t had a makeover in the last five to 10 years, it’s probably time for a new look. This can be one of the most creative and fun aspects of your marketing plan, but it should not be left to amateurs. Remember your brand is the cornerstone of all your marketing. Work with a graphic designer to develop a strong logo and then be sure to include it on all your promotional pieces including advertisements, Web pages and direct mail pieces.
A frequently overlooked part of a marketing plan is charitable and community giving. Good will marketing often has the longest and most lasting impact on the people you want to attract to your business. Consider adopting a charity or offer pro bono services. You may want to donate merchandise, contribute to fundraising auctions or sponsor an event for a local non-profit. Most charities make a point to thank their sponsors publicly, in their newsletters, programs and advertisements.
Staying in touch with current customers should be a central component of a well-diversified marketing plan. You should consider an email (or direct mail) piece at least four times a year. This can include letters, tip sheets, postcards, newsletters, thank you notes, holiday cards or other informative, humorous or timely, soft-sell contact. Many point-of-sale systems are capable of accepting the name, address and phone number of a customer at the time of sale. Add to this database the vital statistics on serious prospects, vendors and sources of referral.
Make sure you include an online component to your marketing campaign. Develop a strategy to drive traffic to your website.
Don’t forget the importance of public relations in your marketing plan. Identify your company’s most newsworthy topics and write a press release for the most interesting and timely item. Commit to sending at least two press releases a year. While there is no guarantee that you’ll be included in an article, the rewards of positive news coverage are many.
Remember, marketing is an ongoing effort. Your plan should be revised at least annually.
#marketing
Get Ahead of the Pack by Systematizing Your Business
All businesses have systems. They make the wheels of your business machine turn. Some systems are formal and many are informal. Systems that are informal can keep your wheels from turning smoothly when it comes to day-to-day operations, closing sales and ultimately selling or passing down your business when you are ready to retire. You can avoid major accidents and breakdowns by creating and maintaining formal, written systems that will grow and distinguish your business.
Too many small businesses are too busy running the business and fending off daily emergencies, that systems go completely ignored and chaos often prevails. A system is nothing but a series of processes. These processes are comprised of one or more activities that will involve one or more of the following inputs:
- Labor
- Equipment/machines
- Materials (including energy)
- Facility space
- Vendors
The business that will take the lead in the race for customers is the business that has all its systems integrated and working smoothly together. A business that has an infallible billing system, acceptable customer service but has too much inventory is not going to win the race. Ideally your systems create an experience for the customer that makes him or her want to come back for more. And your team should be well informed and easily adept at implementing the processes you have identified.
Think of it like this:
- Managers set the company’s vision and keep their eyes toward what will best serve customer needs and how to get there.
- Team members energize customer-sensitive systems that grease daily operations.
- Customers race for your products and services at a rate that grows your business.
Imagine if you were in the market to buy a business. Would you buy a business that can run on its own or would you buy one that could not run without the owner? When a business can virtually operate on its own because its systems are so clearly documented and thought out, it is more likely to weather changes in business climate, transition to new ownership, maintain its value and sell off at a much higher price.
Here are some tips to make sure your systems are up and running at a winning pace:
- Make sure you have a schedule for reviewing your systems and processes. Consider reviewing them annually or monthly. Make note of any bumps in the road and identify ways to smooth them out.
- Lead the pack. Do not follow. Just because a system worked for one company does not mean it will work for yours. Always consider your business’s and your customers’ needs first when looking at other businesses for model systems.
- Take care that your systems have a back up and do not rely on one person to make them work. People get sick, make mistakes and have emergencies. Whether it is sending the mail, ordering inventory or packaging your products, make sure that all systems have back up plans for day-to-day operations, technical failures and unexpected crises.
- Think about and hear your team. Your team members may have more insight into your customers than you think. After all they are the ones most likely working with them dayin and day out. Their judgment, insight and input into system development can be an invaluable resource. And it motivates them.
- Write, write, write all processes and systems down. This cannot be expressed enough. Documenting how you do business safeguards your business in emergencies, alleviates confusion on the part of your team members and can ultimately protect you in potential legal matters. Think how much more appealing your business would be to potential investor, lender or buyer if you were able to present a how-we-do-it-here manual.
For more assistance developing and documenting your systems, contact Niemann & Company. We would be happy to help.