Marketing - General
If you want to earn more, you’ll need to learn more, especially when it comes to your customer. It’s not even optional.
I don’t like when people who’ve only just met me make presumptions. They learn something about me and decide they know all about me. Doesn’t that just bug you?
One of my favourite stories happened when I was in my early 20’s and at a new job. A few weeks in, the gal training me said (word for word), “Wow, you’re blonde and you’re not even dumb!” As it was a new job and I wasn’t past my probation period yet, I refrained from stating the obvious comeback.
The presumptions that woman made were way off the mark, though at least she had the decency to ‘fess up and adjust her views. I am sometimes reminded of that incident when I ask myself what presumptions I’m making about a situation or when I’m looking for a solution that is not immediately obvious.
Don’t make assumptions about your customers! Even if you used to know what they wanted, when was the last time you really nosed around to confirm what your customers need and want NOW? And how could knowing more, NOT help you in making better business and marketing decisions?
The more you know about your customer, the more you can meet their specific needs. And people are willing to pay for solutions.
By liz gaige, August 18, 2010 · Filed under Marketing - General
In my view, this month’s topic “Earn More, Learn More” is stated backwards. Successful business is about learning more so you can be more effective. The “earn more” part is a natural outcome of putting new skills and knowledge into practice.
Learning more might be learning more about your customers, what they like, why they buy, and where they buy. (This is also known as market research.)
Learning more might be brushing up on your marketing knowledge and skills. (See other posts here on the Market Navigators blog.)
Learning more might be connecting to a group of like-minded business people who are willing to meet on a regular basis and share knowledge, resources and ideas. Creating a strong network of people you trust enough to refer to your friends, family and colleagues is also valuable as a resource to learn from and share with.
Learning more might mean taking a yoga or meditation class that allows you to stay more focused and be more effective at the office. It’ll reduce your stress level too, so those little bumps in your day stay molehills rather than becoming mountains.
Learning more is NOT about sitting in a classroom and having flashbacks to high school math or physics class. News flash: Learning can be fun! Expand your definition and embrace ongoing learning as a way of life that will have positive ripples into your business.
By liz gaige, August 11, 2010 · Filed under Articles, Marketing - General
Okay, I’m just going to come right out and say it:
One of the fastest ways to undermine your credibility and look like a yahoo (and at the same time turn off prospective clients) is using your home phone for business.
It’s such a rookie mistake! The only argument for this gaffe is that it saves money. But that isn’t actually true. It’ll cost you money if people expected to call a business and get, “Hi, you’ve reached Bob, Beth and Fluffy. We’re probably out walking Fluffy, but leave a message and we’ll call you back. Meow!”
Okay, that’s a bit extreme. But even a basic personal greeting that doesn’t reference the business says, (a) the caller got a wrong number; or (b) “I work from home in my pajamas, when I’m not out walking the dog.”
Either way it makes the “business” sound like a sham, hobby, or other half-assed venture — and that means I’d not to risk my money on it.
Here’s what you can do to improve people’s first impression when you’re connecting on the phone:
- Get a second phone line. Enough said. They are relatively inexpensive and with a different ring tone for the business line, you won’t accidentally answer after hours.
- Use a mobile phone for business. You probably have one anyway, why not make a business expense? You can redirect your calls to a land line during the day and screen calls after hours. There are lots of plans and options, find one that works for you.
- Answer the phone in a professional manner. That means identifying yourself, not saying something inane like “Yeah?” or “What’s up?” both of which scream “unprofessional!”
- Have a proper voicemail message. Let people know whether they’ve reached the right number, and when they can expect to hear back from you. I don’t leave a message if I’m not sure the right person will get it, and that can mean lost sales.
By liz gaige, July 14, 2010 · Filed under Customer Service, Marketing - General
If you’re a small business that is capable of providing the same services that larger companies provide, there’s no reason you not to go after bigger clients. Once you’ve given your confidence a boost, it’s time to give your professional image a boost.
Many small business owners believe they don’t get bigger contracts because they are small. Not true. In fact, they often don’t land the business because they don’t look professional enough to do the job.
If you want buyers to have confidence in you, ensure your image projects your commitment to doing a professional, quality job.
A great place to start is with email. Here’s the quick list:
- Use a proper email address. That means creating an email address that aligns with your website URL, not using GMail, Yahoo or your local cable provider’s email account. My motto: If you use a Yahoo email account for business, you ARE a yahoo!
- Use a proper email signature. Include your name, title, company name, and a phone number where you can be reached. After a couple of replies, it’s okay to shorten things but anyone you email should only have to go back to your latest email to find your phone number, not search through countless emails and/or their contact list.
- Have a consistent email signature. Everyone in your company should be using the same email signature template, it’s part of your brand. Anything less indicates you may be haphazard in other areas of your business. Is that the impression you want to leave?
- Be concise in your communications. We’re all busy people, so no one has time to read to the bottom of the page to find out what you want. Spit it out! And keep it brief — there’s way less room for misunderstanding. If you need action, say so up front and if you need more than one action, use a numbered or bullet list.
- Leave the drama at home. We should all know this, but it bears repeating: if you are fussed about something, think twice before sending a heated memo. Nasty emails leave a very long-lasting bitter taste that’s hard to get over, not to mention they are very easily forwarded far beyond the reach intended.
- Keep it professional and friendly. But not too friendly. Email IS professional communications these days and it has a less formal, less rigid structure than traditional written correspondence, which is a good thing. Keep in mind, that doesn’t mean that courtesy and decorum are no longer necessary.
By liz gaige, July 7, 2010 · Filed under Marketing - General, Marketing Tips
Next Page »
