By Linda Hembry
Though social media has changed the way business owners market their business, customers still need that personal touch. The best way to keep the customers you attract through all the creative technology driven marketing tools, is through good old fashion customer service. There’s been much debate over the age old adage, ‘ the customer’s always right’, but regardless of your belief, without customers you are out of business. According to Andre J. Ayers of Forbes.com:
Nearly half of consumers (47%) say they don't believe company executives understand their experiences, citing problems such as rude customer service staff or employees who provide the wrong information or never solve the customer's problem. More than one-third (41%) of the customers who take the time to complain don't think companies listen to or act on their feedback.
Here are eight customer service actions that you can implement right away to make sure your customers are happy, telling others about your company and continue to come back:
1.Develop a customer service model- Whether you are a company of 1 or 100,000 you should have a statement or a phrase that defines your customer service delivery. This statement should be put in your company manual, given to all new employees and put in a place for your customers and employees to see when they come in contact with your company.
2.Hire the right people-Your front line staff can make or break your company brand, so you need to hire people who will reiterate your customer service brand and not hinder it. With all the competition in the market, the last thing you want is to do is lose a customer over a rude or uninformed staff person. Train them right and chastise them early.
3.Know what your customers want-There are tons of resources, websites, marketing research firms and periodicals that will give you information on what your want. However, the best way to find out, what your customers want is by asking them directly. Give them a survey or have a focus group with your customers. You can also visit forums on products or services you offer to hear what customers are discussing. You can also add a blog or forum to your website to gain customer feedback.
4.Under promise and over deliver-The most detrimental thing you can do in business is make promises you can not keep. Unless you have a really good reason, customers get annoyed when you tell them one thing and deliver something else, or not deliver at all. On the other hand, customers are impressed, for example, when you tell them you will deliver on a Thursday and they get the product on a Wednesday.
5.Include a little WOW-Give customers more than what they asked for. Now days, customers want the fluff, and the fabulous for less. Pull out all the stops. Send handwritten thank you notes, make personal follow up calls, send gift cards or coupons, send product samples in impressive packaging, give them free services. Host an exclusive event for targeted customers. Do whatever it takes to wow your customers and entice them back.
6.Manage customer complaints -The best way to find out how to improve your customer service delivery is to learn from your complaints. If you do not have a complaint process, implement one. A customer complaint process that is clearly conveyed, in writing, to your customer at the purchase point is invaluable. In some industries, it may be appropriate to post it on your website. Complaints should be evaluated and responded to by managers or senior level staff, where possible.
7.Put out fires quickly- Never ignore complaints. Resolve them as quickly as possible. When a customer has a complaint the worse thing you can do is ignore them. This only makes the customer angrier and increases the number of potential customers they will tell not to use your company. When a customer complaint is handled well, customers will often overlook the actual problem and use your company again.
8.Offer Employee Incentives-Reward employees that exemplify excellent customer service, which will encourage repeat occurrences and increase the chances of other employees following suit. Some companies have seen customer service ratings increase significantly within weeks of implementing employee customer service incentive programs.
Excellent customer service is essential to effective marketing, so don’t negate new strategies that will increase customer loyalty.
Tuesday, August 11, 2009
Tuesday, July 28, 2009
How's Your Personal Brand?
How’s Your Personal Brand?
By Linda Hembry
Have you ever been driving down a city street or walking along a restaurant row and smelled the aroma’s of a succulent meal being prepared? Were'nt you drawn to discover where the smell was coming from? Perhaps you followed your nose and rearranged your day to indulge in a meal from that restaurant. Your senses will either draw you toward or draw you away from an experience, much like your personal brand. What is a personal brand, you ask? Everyone has one. Like a company brand, a personal brand is the persona that you reflect that ignites, convincing, meaningful perceptions in the minds of those you come in contact with. These perceptions shape how the receiver may feel they will either benefit or be hindered by an experience with you. Basically, it’s who you are, the actions you take and what makes you unique from someone else. Consumers seeking a quick hamburger nearly anywhere in the world are more likely to seek out a McDonald’s over Joe’s Hamburger Joint (unless Joe’s has a darn good reputation), because of the reliable brand McDonald’s has created. Why is a personal brand important? If you are an entrepreneur, a good personal brand is crucial to your ability to gain credibility and influence your targeted customer to increase business. If you are an employee, your personal brand is an important key to influencing those who have a say in your career advancement. A personal brand encompasses how you dress, talk, walk, where you live, what you drive, your character and your abilities. Unfortunately, people make judgments about you more on the superficial areas of your persona than your actual abilities. Test it out, as you sit and enjoy a cup of coffee or a latte, observe passersby. What are your perceptions about a fit, custom -suit- wearing gentleman, verses a short-sleeved -dress shirt- outdated tie wearing, beer belly of a guy, with yesterday’s shampooed hair? Be honest , one guy gets a better perception than the other.
How do you know if you need to improve your personal brand? Here are a few ways to find out if you are in need of a personal brand improvement:
1. You are not attracting the kinds of people or customers that you intend to attract.
2. You are earning considerably less than you know you are capable of.
3. Your business is slow or inconsistent.
4. Others perception of you does not line up with what you intend to project.
5. You are passed over for promotions or unable to obtain business on repeated attempts.
6. Your credibility is threatened; people do not trust you.
7. You are out of touch with those you are trying to attract.
8. You present conflicting or inconsistent messages.
9. You lack visibility in the marketplace or workplace (you are a wallflower).
10. You have out dated or no marketing material.
If you can relate to any of these areas of improvement, you may be in need of a brand makeover. If you need a brand development consultation, contact Launch Marketing Solutions at (240) 788-0670.
By Linda Hembry
Have you ever been driving down a city street or walking along a restaurant row and smelled the aroma’s of a succulent meal being prepared? Were'nt you drawn to discover where the smell was coming from? Perhaps you followed your nose and rearranged your day to indulge in a meal from that restaurant. Your senses will either draw you toward or draw you away from an experience, much like your personal brand. What is a personal brand, you ask? Everyone has one. Like a company brand, a personal brand is the persona that you reflect that ignites, convincing, meaningful perceptions in the minds of those you come in contact with. These perceptions shape how the receiver may feel they will either benefit or be hindered by an experience with you. Basically, it’s who you are, the actions you take and what makes you unique from someone else. Consumers seeking a quick hamburger nearly anywhere in the world are more likely to seek out a McDonald’s over Joe’s Hamburger Joint (unless Joe’s has a darn good reputation), because of the reliable brand McDonald’s has created. Why is a personal brand important? If you are an entrepreneur, a good personal brand is crucial to your ability to gain credibility and influence your targeted customer to increase business. If you are an employee, your personal brand is an important key to influencing those who have a say in your career advancement. A personal brand encompasses how you dress, talk, walk, where you live, what you drive, your character and your abilities. Unfortunately, people make judgments about you more on the superficial areas of your persona than your actual abilities. Test it out, as you sit and enjoy a cup of coffee or a latte, observe passersby. What are your perceptions about a fit, custom -suit- wearing gentleman, verses a short-sleeved -dress shirt- outdated tie wearing, beer belly of a guy, with yesterday’s shampooed hair? Be honest , one guy gets a better perception than the other.
How do you know if you need to improve your personal brand? Here are a few ways to find out if you are in need of a personal brand improvement:
1. You are not attracting the kinds of people or customers that you intend to attract.
2. You are earning considerably less than you know you are capable of.
3. Your business is slow or inconsistent.
4. Others perception of you does not line up with what you intend to project.
5. You are passed over for promotions or unable to obtain business on repeated attempts.
6. Your credibility is threatened; people do not trust you.
7. You are out of touch with those you are trying to attract.
8. You present conflicting or inconsistent messages.
9. You lack visibility in the marketplace or workplace (you are a wallflower).
10. You have out dated or no marketing material.
If you can relate to any of these areas of improvement, you may be in need of a brand makeover. If you need a brand development consultation, contact Launch Marketing Solutions at (240) 788-0670.
Monday, July 13, 2009
The Busy Entrepreneur's Marketing Plan
Marketing is essential to business success and it all begins with a plan. Whether you start with a few pages or an elaborate manual; a good marketing plan will give you a strategic blueprint to attract new customers, while keeping your current customers excited about doing business with you. Busy entrepreneurs need not be concerned about the time it will take to write a marketing plan. Follow these seven simple steps and you'll have the basis for a marketing plan that you put to use right away.
Step 1- Determine Your Target Customer's Needs- Research what makes your target customer take the desired marketing action you want them to take. If you are planning a direct mail campaign, know what message, design or packaging will motivate them to buy, call, click or do to achieve the marketing outcome.
Step 2- Write Down the Purpose of Your Marketing Activity- Ask what the desired marketing outcome is. Avoid implementing a specific marketing activity that seems popular. First determine if the trend fits into your overall business strategy and if it does, how will it give you the greatest return on your investment.
Step 3- Write Down How You Will Reach Your Purpose-What will it take for step one to be accomplished? If you are social networking for selling a product, ask what benefits must I deliver on each post that will make potential buyers take the desired action? (Caution: Avoid sending a link to sell your product on every post. Be creative).
Step 4- Write Down How You Will Stand Out from Your Competitors- Ask questions like: Will you offer more products for the price? Will you have an exclusive product? Will you offer an unusual product guarantee? Will you give tailored service to each customer? Will you deliver faster than your competitors? Make this a clear statement that you can implement through out your business that becomes obvious to every customer.
Step 5-How will You Reach Your Customers? This is important. You must know what marketing mediums your customers are likely to respond to most. If your target customers are retirees or seniors Twitter or Facebook is not the best way to reach your customer. Do a survey or focus group to find out your potential customer's communication preferences.
Step 6- Write Down Your Company Brand Identity-Describe in detail your company identity in terms of how you want your company to be perceived by your customer. Your company brand is similar to a person's personality. Your company identity should be in line with your target customer's preferences. Is your business located in an exclusive neighborhood shopping center? In order to appeal to your target customer, your brand attributes should be in line with the tastes of exclusive shoppers.
Step 7- Determine Your Marketing Budget-The amount of money you allot toward marketing your business can be the difference between success and failure. A new business should spend 10-15% of their overall budget on marketing. When you determine your budget, write out each marketing activity in a time specific schedule. Resist the temptation to use your marketing budget for other expense categories, this could cut your sales by the same amount.
These simple steps can be used as a basis to help you stay on target to generate the sales you desire to keep your business profitable. For a more comprehensive plan, consider hiring a skilled marketing professional or taking a class at a local university.
Step 1- Determine Your Target Customer's Needs- Research what makes your target customer take the desired marketing action you want them to take. If you are planning a direct mail campaign, know what message, design or packaging will motivate them to buy, call, click or do to achieve the marketing outcome.
Step 2- Write Down the Purpose of Your Marketing Activity- Ask what the desired marketing outcome is. Avoid implementing a specific marketing activity that seems popular. First determine if the trend fits into your overall business strategy and if it does, how will it give you the greatest return on your investment.
Step 3- Write Down How You Will Reach Your Purpose-What will it take for step one to be accomplished? If you are social networking for selling a product, ask what benefits must I deliver on each post that will make potential buyers take the desired action? (Caution: Avoid sending a link to sell your product on every post. Be creative).
Step 4- Write Down How You Will Stand Out from Your Competitors- Ask questions like: Will you offer more products for the price? Will you have an exclusive product? Will you offer an unusual product guarantee? Will you give tailored service to each customer? Will you deliver faster than your competitors? Make this a clear statement that you can implement through out your business that becomes obvious to every customer.
Step 5-How will You Reach Your Customers? This is important. You must know what marketing mediums your customers are likely to respond to most. If your target customers are retirees or seniors Twitter or Facebook is not the best way to reach your customer. Do a survey or focus group to find out your potential customer's communication preferences.
Step 6- Write Down Your Company Brand Identity-Describe in detail your company identity in terms of how you want your company to be perceived by your customer. Your company brand is similar to a person's personality. Your company identity should be in line with your target customer's preferences. Is your business located in an exclusive neighborhood shopping center? In order to appeal to your target customer, your brand attributes should be in line with the tastes of exclusive shoppers.
Step 7- Determine Your Marketing Budget-The amount of money you allot toward marketing your business can be the difference between success and failure. A new business should spend 10-15% of their overall budget on marketing. When you determine your budget, write out each marketing activity in a time specific schedule. Resist the temptation to use your marketing budget for other expense categories, this could cut your sales by the same amount.
These simple steps can be used as a basis to help you stay on target to generate the sales you desire to keep your business profitable. For a more comprehensive plan, consider hiring a skilled marketing professional or taking a class at a local university.
Thursday, July 9, 2009
Instant Social Networking Chemistry
Gain Instant Social Networking Chemistry
By Linda Hembry
Okay you’re on all the trendy social network sites you’ve got a profile and a few followers, now what? How do you connect with others? How do you gain instant social networking chemistry? Virtual chemistry defies the age old law that opposites attract. Instead it says, like attracts like. Scientists have defined chemistry as the reaction between [people] with their accompanying energy exchange. People like people who are like themselves. Here are a few quick tips that will help you gain instant virtual chemistry on social networking sites such as Twitter, Facebook, Myspace and others.
1. Search for people that have similar interests as yours and connect with them and their friends or followers. Remember likes attract like. Let’s say that you’re a cycling enthusiast and your favorite cyclist is Lance Armstrong. Search social network sites for Lance Armstrong fans or maybe even his page. Someone famous, like Lance Armstrong, will likely have thousands of other cycling enthusiasts for you to gain instant chemistry on the basis of your interest in cycling alone.
2. Be Selfless- Think of others interests before your own. People are drawn to givers, not takers. Let’s be honest, there are a lot of social network junkies that are self focused and more concerned about their own interests than others. Stand out from the countless social networkers strictly pushing their own agenda by being genuinely interested in others . Your friends and followers will feel connected to you, when you comment on something that is important to them.
3. Always post a relatable picture on your profile page. One of my pet peeves is when people have a profile picture with the site’s gender silhouette. I call these ghost pictures. Ghost pictures are like blind dates-scary. Come on folks, what are you hiding? Put your picture, logo or an image up so that someone can relate to you. A picture says a thousand words. For chemistry sake, a picture of yourself is better than a logo or a visual image of a landscape or something. People relate to people, not ghost pictures or landscapes. Logos are okay, but personally, I think they are only meaningful when they belong to large corporations that nearly everyone recognizes. If you are a small business trying to brand your company and connect with people, your personal brand will be far more indelible in the minds of potential customers much sooner than your company logo.
By Linda Hembry
Okay you’re on all the trendy social network sites you’ve got a profile and a few followers, now what? How do you connect with others? How do you gain instant social networking chemistry? Virtual chemistry defies the age old law that opposites attract. Instead it says, like attracts like. Scientists have defined chemistry as the reaction between [people] with their accompanying energy exchange. People like people who are like themselves. Here are a few quick tips that will help you gain instant virtual chemistry on social networking sites such as Twitter, Facebook, Myspace and others.
1. Search for people that have similar interests as yours and connect with them and their friends or followers. Remember likes attract like. Let’s say that you’re a cycling enthusiast and your favorite cyclist is Lance Armstrong. Search social network sites for Lance Armstrong fans or maybe even his page. Someone famous, like Lance Armstrong, will likely have thousands of other cycling enthusiasts for you to gain instant chemistry on the basis of your interest in cycling alone.
2. Be Selfless- Think of others interests before your own. People are drawn to givers, not takers. Let’s be honest, there are a lot of social network junkies that are self focused and more concerned about their own interests than others. Stand out from the countless social networkers strictly pushing their own agenda by being genuinely interested in others . Your friends and followers will feel connected to you, when you comment on something that is important to them.
3. Always post a relatable picture on your profile page. One of my pet peeves is when people have a profile picture with the site’s gender silhouette. I call these ghost pictures. Ghost pictures are like blind dates-scary. Come on folks, what are you hiding? Put your picture, logo or an image up so that someone can relate to you. A picture says a thousand words. For chemistry sake, a picture of yourself is better than a logo or a visual image of a landscape or something. People relate to people, not ghost pictures or landscapes. Logos are okay, but personally, I think they are only meaningful when they belong to large corporations that nearly everyone recognizes. If you are a small business trying to brand your company and connect with people, your personal brand will be far more indelible in the minds of potential customers much sooner than your company logo.
Monday, June 29, 2009
Lessons from Musical Icon Michael Jackson
I still find it hard to believe that Michael Jackson is gone, yet the reality of his absence has forced us all to reflect on what an amazing musical artist and human being he was. Michael Jackson was the epitome of a musical icon. He earned his iconic status through consistently being original, innovative, generous and resilient. Though Michael Jackson is now gone, everyone, especially business owners and leaders, can learn from his unforgettable style.
He Exemplified Originality- Michael Jackson was an original; he created music, fashion and dance trends. From his red leather jacket, the moon walk, to his heart felt lyrics; he was an original. Follow your own lead, copycats get lumped in with everyone else. Be original in your approach , services and delivery. Throw out the cookie cutter and be original.
He was Innovative-Michael Jackson was a forward thinking entertainer that had the ability to create music that set the standard for all others. Are you creating new ways to satisfy your customers? Michael Jackson’s musical innovation earned him 13 Grammy Awards and 13 number one hits. Don’t just think outside the box - implement out side the box. Innovation will keep the customers you have and bring in new ones.
He was Generous- MJ was known for his generosity and compassion. In fact he was so generous that he obtained a Guinness World Record for the 39 charities he supported, which was more than any other entertainer or personality. You may not have the millions Michael Jackson had to give away, but start where you are. Give of your time, talents and whatever money you are able to give. Generosity goes a long way and it always comes back to you.
He was Resilient – We all watched during Michael’s most difficult moments of humiliation on more than one occasion. His resilience was notable. Tough times will come; you’ll be prepared for some, and others will catch you off guard. During challenging times, decide you will not give up and turn lemon into lemon juice. Remember: this too, shall pass.
May Michael Jackson’s unforgettable legacy of originality, innovation, generosity and resilience live on as we conduct our lives and lead others to do the same.
He Exemplified Originality- Michael Jackson was an original; he created music, fashion and dance trends. From his red leather jacket, the moon walk, to his heart felt lyrics; he was an original. Follow your own lead, copycats get lumped in with everyone else. Be original in your approach , services and delivery. Throw out the cookie cutter and be original.
He was Innovative-Michael Jackson was a forward thinking entertainer that had the ability to create music that set the standard for all others. Are you creating new ways to satisfy your customers? Michael Jackson’s musical innovation earned him 13 Grammy Awards and 13 number one hits. Don’t just think outside the box - implement out side the box. Innovation will keep the customers you have and bring in new ones.
He was Generous- MJ was known for his generosity and compassion. In fact he was so generous that he obtained a Guinness World Record for the 39 charities he supported, which was more than any other entertainer or personality. You may not have the millions Michael Jackson had to give away, but start where you are. Give of your time, talents and whatever money you are able to give. Generosity goes a long way and it always comes back to you.
He was Resilient – We all watched during Michael’s most difficult moments of humiliation on more than one occasion. His resilience was notable. Tough times will come; you’ll be prepared for some, and others will catch you off guard. During challenging times, decide you will not give up and turn lemon into lemon juice. Remember: this too, shall pass.
May Michael Jackson’s unforgettable legacy of originality, innovation, generosity and resilience live on as we conduct our lives and lead others to do the same.
Monday, June 22, 2009
What an Introvert Does at a Networking Event
So you’re an entrepreneur with a great product and wonderful service and you want to generate new clientele. Your local chamber of commerce is having a business mixer, ‘wow you think, what a great way to meet new people and increase my network; except you have one problem, you are an introvert who is afraid to meet strangers. Maybe, you’re not an introvert but you are a little apprehensive about entering a room full of people you don’t know. What should you do?
Here are a few tips to make you not only lessen your fear, but have others coming over to meet you.
1. Project Confidence- Confidence is synonymous with success and people are drawn to successful people. Your posture, the pace at which you walk, your mannerisms, the volume and pace at which you speak all contribute to your level of confidence. When you are standing, stand with you feet about 12 inches apart and your shoulders square with you hands behind your back to reflect your openness to new introductions.
2. Lighten Your Facial Expression- A pleasant look or a welcoming smile makes others feel comfortable approaching you. Try taking the edge off of meeting strangers with a humorous remark to break the ice. Laughter will not only lesson your nervous energy, but it will also make others feel welcome around you.
3. Have a Prepared Opening Line- If you want to expand your network and meet new people, at some point you will have to make a move. Walk over to the person you want to meet and introduce yourself . It’s a good idea to have a few openers in mind like, “I haven’t met you yet, my name is John.” Extend your hand and offer a firm handshake. Another good opener, is to ask how often the person attends the event and start a conversation from there. Of course you can use the often used,” hello my name is John, what company do you represent” or “how did you hear about the event?”
Remember, nearly everyone in the room has some of the same thoughts as you about walking into a room full of strangers. So why not be the first to break the ice, once you do you’ll have new contacts and the potential for new relationships.
So you’re an entrepreneur with a great product and wonderful service and you want to generate new clientele. Your local chamber of commerce is having a business mixer, ‘wow you think, what a great way to meet new people and increase my network; except you have one problem, you are an introvert who is afraid to meet strangers. Maybe, you’re not an introvert but you are a little apprehensive about entering a room full of people you don’t know. What should you do?
Here are a few tips to make you not only lessen your fear, but have others coming over to meet you.
1. Project Confidence- Confidence is synonymous with success and people are drawn to successful people. Your posture, the pace at which you walk, your mannerisms, the volume and pace at which you speak all contribute to your level of confidence. When you are standing, stand with you feet about 12 inches apart and your shoulders square with you hands behind your back to reflect your openness to new introductions.
2. Lighten Your Facial Expression- A pleasant look or a welcoming smile makes others feel comfortable approaching you. Try taking the edge off of meeting strangers with a humorous remark to break the ice. Laughter will not only lesson your nervous energy, but it will also make others feel welcome around you.
3. Have a Prepared Opening Line- If you want to expand your network and meet new people, at some point you will have to make a move. Walk over to the person you want to meet and introduce yourself . It’s a good idea to have a few openers in mind like, “I haven’t met you yet, my name is John.” Extend your hand and offer a firm handshake. Another good opener, is to ask how often the person attends the event and start a conversation from there. Of course you can use the often used,” hello my name is John, what company do you represent” or “how did you hear about the event?”
Remember, nearly everyone in the room has some of the same thoughts as you about walking into a room full of strangers. So why not be the first to break the ice, once you do you’ll have new contacts and the potential for new relationships.
Subscribe to:
Posts (Atom)
