Have you ever noticed that some companies aren’t concerned about their customer’s experience?

Let me tell you about a personal incident.

Yesterday I decided to change my Personal Identification Number on one of my credit cards. Instead of doing it on line I decided to call their 800#. Of course it is all automated so you have to give your birth dates and government numbers to identify who you are.

As I am entering in all that they required I started to realize how long this was taking. I finally arrived in the area where I could change my Personal Identification Number. It was then that I get a message stating that this area of their service is not available at this time. I calmly hung up the phone and cut up the credit card.

The moral of the story is – if you are going to be a successful business you better make sure all of your systems are client focused.

On a scale of 1 to 4, where 1 is poor and 4 is great; where would you classify your client focus as a business?

Have you been doing some accidental branding?

The branding I am talking about is how you are remembered due to your marketing.

Let me give you a few examples. These come from the internet and from local fliers or newspapers. The first one asserts “10% off any Dog or Cat treats”. The second one states “Buy one get one for 50% off”. The last one says “Beat the Heat Sale”.

The accidental branding occurs when you don’t advise people why you are giving these discounts or having sales. This occurs most often when the managers are so busy in their businesses that they haven’t thought through the reason for the ads. Another reason is that they haven’t got a marketing plan.

The bottom line on this issue is - you are hurting your business long-term by accidental branding.

When are you going to stop the accidental branding?  

Has there ever been a time when you felt that you weren’t as good as you used to be?

This has happened to the best sales people in the world. But what can you do about this?

First of all you need to be aware that as you see yourself is how you will act. So if you are full of anxiety and fear you will come across in the same way.

Secondly, if you are not confident then it is time to change your self-image. Yes, I did use the word change, and if you are uncomfortable with that word use the word improve. I think the key to making any change is to ask yourself two questions. The first one is; if I continue to act this way what is the impact it will have on me, my family and my sales? Secondly, what will the benefit be for me, my family and my sales if I improve?

With these answers you have given yourself two forms of leverage. The first leverage will help you understand how acting in a negative state will impact you long-term. The second question will give you wonderful reasons to improve your state of mind.

Now that you have the tools to improve, when are you going to take action on them?

Do prospects dread their buying experience from you?

‘Of course they don’t!’ you are saying.

Let me give you an example. When prospects come into an automobile showroom there is a high uneasiness factor. One of the reasons is because of the layout of most dealerships. After you enter the showroom, you see that you are bordered by offices. It is almost as if you are surrounded by hunters. These hunters (the sales staff) have their guns aimed right at you. Is there any doubt of why so many people fear the automobile buying experience?

While you may not be in the auto business, do your actions come across as a hunter?

I say that because all businesses need to evaluate every aspect of organization from the customer’s eyes. This will help you understand if there are things you are doing that are hindering the buying experience.

A disorganized or messy office can have an impact on how much people will spend with your company. It is a proven fact that organizations that have do not care about the customer experience do decrease the value of what they are offering.

Have you ever conducted a customer experience audit to find out how you can improve your business? If not, contact us at 519-539-2267; we would be glad to be of assistance.

Have you looked at all the facts?

The facts I am talking about are based on the answers you get to your questions. 

I have found that recently many people tend to live on the periphery of life. That is on the side-line of life. They don’t want to get involved with what is going on for fear that they may get hurt. That is the reason why many people refuse to ask the extra question in order to find out all of the facts regarding a situation.

With maturity you find out that by asking questions it helps you get to the cause of the situation or problem. By not asking the extra question it can lead to some very disastrous circumstances. These circumstances can range from a confused prospect to an upset client and even to a loss of your credibility. Is that the risk you are willing to take?

Isn’t it your responsibility to find out all the facts?

Are you building value?

I am not talking about the value of your business. I am talking about value for your customer.

The value that I am writing about is more than they buy the product or service and you deliver. This value consists of the sum total of the benefits that you promise each and every customer in return for their payment.

You may be thinking that you do all of this background work to create the product or service you are selling; so that is fine. I beg to differ because that is not creating value.

Let me give you an example. In my financial business when I first meet a potential client I speak about the type of service they can expect if they choose to become a client. If they become a client I send them a ‘welcome letter’ which tells the new client what they can expect from us on a long-term basis. Then I make sure that those services are done on a regular and long-term basis.

How can you create more customer value?

Did you know that there are two ends to the customer service spectrum?

I know this due to two recent events.

Last year we had our backyard landscaped. I was so pleased with the work that I gave the owner of the company some drawings as to what we wanted to consider doing this year. After two phone calls and two e-mails to the company over the past 6 weeks I have not got a response. Interesting isn’t it, you want to do more work, and they aren’t interested enough to call you back?

Over the past 2 weeks I’ve had my computer in for servicing. The work was done and was back in my office very quick. After I got it back into my office there was a few things I was not satisfied with, so I called them up and made arrangements to get this sorted out. This was done in short order. After I got it back this time I was in the process of hooking up my printer and it was not going as good as I had hoped. I called the company, they said bring it down. It was completed in short order and – there were no extra charges. This is customer service!

Are you this good in your customer service?

What do people remember your business for?

For years many provinces in Canada and states in the United States of America have used slogans on their license plates. Recently a province in Canada New Brunswick decided that it didn’t like the slogan on their plates.

The slogan was “Be… in this place”. There is no doubt that this slogan was very safe, but is that what is needed to be memorable? Some of my favorites are; Georgia; ...On My Mind, Massachusetts; The Spirit of America and Nova Scotia; Canada’s Ocean Playground.

I bring this slogan idea to the front because a slogan can help people remember what your business is all about.

Do you have a slogan for your business? Is it memorable?

If not – what can you do to improve it?

Have you felt that you are being bombarded with too much marketing?

Well you are not alone!

According to Yankelovich Partners, 65% of the people they survey felt constantly bombarded with too much marketing and advertising.

The key question for me is why do people feel that way?

I am going to assume that the people they surveyed are the same type of people who live in my area in North America. The reason for my statement is that when I look at web-sites, newspapers or magazines or billboards, all of them are shouting ‘look at me, look at me’.

I have not seen any marketing recently that is focused on the needs or wants of a person. Due to this people are going to feel that they are being bombarded.

What can you do with your next marketing to appeal to the needs of your potential client?

This is a window of opportunity are you taking advantage of it?

This window of opportunity is every time someone comes to your store/office.

The other day I was in an art gallery store in a different city. As my daughter and I walked in the store a lady approached us and asked the most wonderful question. Her question was; “Have you been in our store before?” Our answer was ‘no’, which gave her permission to tell us all about the store and the artists who did the work.

If our answer had been ‘yes’, I am sure she would have just rephrased her answer to reinforce what the store was all about and how good the artists were.

How can you use this idea in your business?

What meaning do you give your product or service?

Frankly your meaning doesn’t mean a thing to the potential customer!

I say that very sincerely, because it is what the potential client believes is all that matters. That is the reason why you need to communicate with satisfied clients before you start to explain what your product or service will do for potential clients.

One of the best questions to ask is; ‘What expectations did you meet regarding this (product or service)? When you get their answer do a little more probing so that you really understand the meaning they have for what you are selling.Then you are in a better position to help potential customers. Then carry on with the questioning so you can find out what needs the potential clients are trying to fulfill.

Does this make sense?

How do you market to the next generation?

This generation has been called ‘Generation Y’. They were born between 1980 and 1994. They have had their lives defined by very unique moments in history. These range from 9-11, to the economic crash of 2008, Twitter and YouTube.

When I wrote Twitter and YouTube it shows how much they are influenced and connected to technology. They are also very educated, with over 60% having achieved a post secondary education.

So what does this all mean to you and your marketing efforts?

In order to connect with the ‘Generation Y’ you are also going to have to use social media in a more prominent way. You are going to have to be more up to date on trends and education in your particular industry and display this with social media.

So what is one step you can take today to become more up to date in your particular industry and start to connect with ‘Generation Y’?

Was that the least you could do?

This issue came to light the other day when I got an e-mail from a friend of mine. We were discussing what took place regarding a business situation. He said that ‘at least’ ___ happened.

The terminology ‘at least’ scares the hell out of me. It does that because when we are doing or getting ‘the least’ we aren’t getting much, are we?

I know that we should all be striving to give more than is expected. In order to give more than expected we need to give until it hurts. I know that we live in a world that doesn’t like any pain, but can you imagine if you and your staff gave more than people expected. You business would be talked about in positive terms by all of your clients. Now that is great marketing!

What is one way that you and your business can give more today?

Is price a powerful weapon?

Yes it is so powerful that it can kill a business.

Especially the ones that discount!

Let me give you an example. If your net profit before tax is 20% and you give a discount of 10% you are taking a significant hit on your financial bottom line. Let’s say you average sale is $5,000. So your net profit before tax is 20% of $5,000 = $1,000.

So if you give a discount of 10% on the price of $5,000 which is a $500 discount. This makes the selling price $4,500 before tax. What you have done is take $500 away from your bottom-line of your business. You have taken a 50% deduction on your net profit.

Discounting seems so innocent, just 10%, it shouldn’t have much of an effect. But as you can now see, it can be a disaster.

Instead of discounting, you need to learn how to create value for your client. By creating value for your client, they won’t be looking for discounts.

Doesn’t this make sense?

Are you trying to compete on price?

If you are I hope you are aware of these facts;

• Major companies with large bank accounts and volume purchasing are the winners with this strategy.
• If you want to compete with the Wal-Mart’s of the world it is only going to happen through specialization and excellent customer service.

The idea of specialization and excellent customer service is something I can relate to. Back in 1979 I started my first business. It was a combined manufacturing and retail business. After trying to compete based on price, I changed our business format to be one of specialization and service. The result – from the end of our first year in business to the year we sold our business (11 years later) the sales increase was just over 600%.

Isn’t this the type of sales improvements you want? Specialization and excellent customer service is the way to achieve this type of growth. 

How can you improve your business format today?

Do you relate to your clients’?

In the 60’s, 70’s and 80’s it appeared that sales was all about going in a making a ‘quick’ buck. Over the past 20 plus years things have changed. There is more competition and many businesses are focused on selling at the lowest price.

This raises the big question; why do people really buy from you?

Do they buy your product or service? Or do they buy because of how you have made them feel?

Our connection with a potential client is the key in any business relationship. If you look at the word relationship it contains the word ‘relate’ in it. To relate means to establish or demonstrate a connection.

The type of connection you have is all about whether you are a friend or a foe. If you are a friend many good things come out of the relationship. If you are a foe and still make the sale – don’t expect much to come out of this.

What ways can you create more of a relationship with your potential clients?

Is your business pitch working?

Recently a very prominent company stated that one of the most valuable sales tools is a concise, interesting sales pitch.

My concern is that if ‘it’ sounds like a pitch you’ve lost the sale already. When you are introducing what you do to someone, it must be focused on a potential problem or concern that they have or may have.

The only way to make it interesting is to use situations that the person can relate to. What they can relate to is the pain or the fear that they are experiencing or may experience.

When are you going to start to position your business as a ‘solution provider’ for their problems?

How can you arouse their curiosity that without your product or service they will be stuck with the concern?

Is it true that many business owners are out of touch?

Well ‘out of touch’ may be harsh, but unaware of how to promote their business more effective is right on. The reason I write ‘out of touch’ is because the other day I saw an ad in our local paper that stated that this company offered ‘quality work – professional service – competitive price’.

The question I have is; what does ‘quality work – professional service – competitive price’ mean to the owner of that business? Does their definition of those terms mean the same to each customer?

Yes, we all have different definitions of every word that is said. It is the responsibility of a business to define the work they do, not give a few words for the customer to guess at.

When are you going to start to define the work you do for your potential customers?

Have you ever asked yourself these questions?

These questions may be some of the most important questions you could ever ask yourself. The reason I write that is because you will find out more about the future success of your business. The answers will also tell you why your staff is working the way they are.

• What makes my business different than the competition?
• Do I spend more time on marketing or operations work?
• What is the vision I have for my business in 3 months, 1 year and 3 years?
• What’s my exit strategy?
• What’s my marketing strategy?
• Who is my ideal customer?
• What methods do I have in place to manage the business growth?

Business growth is what you want, isn’t it?

So what can you take action on today?

Did you know that there are five ways to transform you or your business?

Here are 5 simple actions that can transform your business from where it is today to where you want it to be.

They are;

• Get out of your office and see the people.  
• Be aware of who you are associating with and what attitudes they have. Stay away or limit your contact with those who bring you down.
• Feed your mind with information that will help you grow and improve. If you don’t grow - you begin to rot!
• Exercise and be more active. This will give you a higher energy level and be able to do more.
• Take more focused action. Who know more about what you are capable of than you?

My question is; what one are you going to do today?