Promote Your Business

“For every sale you miss because you're too enthusiastic, you will miss a hundred because you're not enthusiastic enough.” ~Zig Ziglar

Repeat customers are invaluable. Whatever your business, you must do everything you can to encourage your customers to come back after each visit, whether online or in person.

I recently took my grandson to Five Guys, a very successful franchise that has more than 625 restaurants. Though I had never tried the restaurant before, I thought my grandson might like it. Turns out, he had been to one before, and I was right, he loved it!

When you walk in, lining each wall are large signs with quotes from newspapers all across the country. Though the words differ from one sign to the next, each quote boils down to one basic message: Five Guys is a great restaurant.

Obviously, the purpose of these wall quotes is not to bring in new customers but to encourage their existing customers to return. By posting these testimonials, I believe Five Guys is sending their patrons the following message: we are a great restaurant, and you need to come back if you want to be part of the experience.

Whether the food is good or not is immaterial to this message. They are simply making the point that eating at Five Guys is a great experience. For my part, I left wanting to come back with my grandson just to feel like I was part of this group of people who loved their food.

Another form of self-promotion is the on-hold telephone message. A study showed that 70 percent of business callers are put on hold sometime during their call. To take advantage of this time with their customers, many firms use these recording to softly sell their products or services. Since the customer has to listen, it is a great opportunity to pitch your products, but again, it must be a soft sell.

Many vendors provide this service, and you can locate them simply by Googling “on-hold advertising.” Costs range from $50 to $200 or more per month. Included in this cost are periodic updates and many of the front-end production expenses. It may seem pricey, but users of on-hold advertising say that they recovered the cost almost immediately and continue to see a return on investment over time.

Both of these methods allow you to promote yourself to your existing customers in a very inexpensive way. Of course, there are many other approaches, and you just need to find the vehicle that works best for your company. The critical issue is that you must make a continuous effort to transform current customers into return customers.

Now go out and find ways to promote your businesses to your existing customers!

You can do this!

Hiring Consultans

"I am a little concerned that some of the measures that are proposed may simply increase the number of consultants who are telling businesses what they already know." ~Alasdair Morgan

At one time or another, every business will need assistance from a consultant to grow, merge, improve profitability or address some other area of concern. Small businesses just cannot afford to have an IT or HR expert on staff. Consultants provide a very effective alternative, enabling small business owners to access the expertise they need without having a full-time employee dedicated to the specific area in question.

Before hiring a consultant, you must first determine what the real issue is. In many cases, this is much more difficult than it sounds. We are frequently called in to help an entrepreneur with a marketing problem only to discover that the critical issue is actually cash flow. The entrepreneur did not realize cash flow was the problem until we asked some critical questions and examined relevant data.

Some issues such as producing an employee manual are easy to match with the appropriate consultant, but most issues are not nearly as clear. Through careful evaluation, you must identify the correct problem and hire the correct consultant.

As with any expense, you should exercise due diligence when selecting a consultant. Just because one comes highly recommended by a friend or fellow entrepreneur does not mean that they are the best option for you. So much about selecting a consultant involves personal chemistry. To be successful, the consultant must have a good rapport with you and your staff. If chemistry and trust are absent, neither you nor your staff will accept the consultant’s advice.

Price or hourly rate is not the most important factor to consider when hiring a consultant. Frequently you will find that the quality of the consultant correlates with the fee they charge. That is to say, the consultant who charges the lowest fee is often the worst one you can find.

Rather than focusing on the cost, you should consider the value of their results. It is so much better to pay more and get more value than to go for the bargain basement consultant just to save a few bucks.

Another vital consideration when hiring a consultant is your willingness to accept the results. After meeting with an entrepreneur and making suggestions for improvement, we frequently find that they have received the exact same recommendations from a former consultant. When we ask why they did not follow through with the suggestions, they typically say they were too busy.

Bottom line here is if you are going to hire an expert, you must make a commitment to try the recommendations. If they do not work, jettison them, but not even trying is neither effective nor constructive.

When you find yourself in need of an expert’s services, hire a consultant that will add value to your company. Before you make a selection, however, make sure that you have identified and defined the problem that you would like them to address with some degree of specificity. Additionally, make a commitment to follow through and give their recommendations a try.

You can do this!

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Email: A Blessing or a Curse?

“Take advantage of every opportunity to practice your communication skills so that when important occasions arise, you will have the gift, the style, the sharpness, the clarity, and the emotions to affect other people.” ~Jim Rohn

Of all the technologies that have emerged for communications in the last couple of decades, email is among the most revolutionary. It has completely changed the way we communicate, making it so much easier than any other method that has been available in the last 20 years.

At one time, typewriters were a critical element for communicating via U.S. Mail. It was such a slow and cumbersome process. I still remember struggling to align the paper, and making a correction was very, very difficult.

However, despite all the improvements and efficiencies email brought with it, there are a number of issues that users should be aware of. By far, the most important of these is that once you hit send, it is nearly impossible to recover or amend the message.

In light of this, proofreading is absolutely critical. And more than just checking for grammatical errors, you should be verifying that you have said exactly what you mean and are aware of how your message might be interpreted.

Additionally, email and emotion are a dangerous combination. If you are having strong feelings of any kind – positive or negative – it is best to wait until your emotions settle before hitting send. The fallout from an inappropriate email can be devastating.

I have seen managers send out an angry email to a staff member who messed up, only to realize later that they acted before they had all the facts. The damage from this kind of email can never be repaired.

Another shortcoming of email is that it is a flat form of communication. Consisting of nothing more than words, it is impossible to communicate emotion via email. People often forget this fact and send email messages that really should be delivered in person.

Sending an email to congratulate a team member on some accomplishment, for example, may fall short of the mark since you can not really express your feelings of joy. You would really want to deliver a message like this in a face-to-face meeting or in front of his or her entire team.

Most people, including me, get way too many emails, and one thing that absolutely drives me crazy is receiving a message that covers three or four different items. Sending a message like this significantly impairs the receiver’s ability to respond quickly.

When I receive emails that cover more than one topic, it automatically drops down on my priority list because I have to save the message until I have more time to respond. For this reason, it is so important to cover only one point in each message. You will find that people will respond much more quickly to one-topic emails.

Another of my email pet peeves is long narratives. Most decision makers want just the facts. Email is not a good place to practice elegant writing 101. I want an email that is no longer than one paragraph so I can quickly respond with a short answer. Most people are so limited on time that brevity must be the rule and not the exception with this medium.

The subject line is another critical element. In order to get your message read, the subject line must be both precise and accurate. One entrepreneur wrote “important” in the subject line of every single email she sent. Eventually, her staff began ignoring her messages. The more precise your subject line, the more successful the communication will be.

Lastly, email should not be used to communicate anything that is really important or personal. If you want to tell a staff member about a problem you are having with their work, email is just not appropriate.

For instance, if I have an employee that has not been meeting their sales goals, sending them an email about improving their numbers is going to do more to irritate them than accomplish anything of value. It really is best to address an issue like this in a face-to-face meeting that allows you to discuss how you can work with them to improve their sales.

Overall, email is a very effective communication tool, but it should not be your default. It is just not always going to be the appropriate choice. Now go out and make sure that you are using emails effectively in your organization.

You can do this!

Customer Service Facts

"The single most important thing to remember about any enterprise is that there are no results inside its walls. The result of a business is a satisfied customer." ~Peter Drucker

Because customer service errors are so glaring and so easy to fix, I focus heavily on this topic in my articles. Recently however, a reader wrote to me (I respond to every email) saying that while she was a believer in the power of great customer service, her boss needed some convincing. She wanted to know what facts I could provide to persuade her boss that improving customer service would increase the company’s ROI.

Right then and there, it occurred to me that for all the time I spend writing about this topic, I have failed to give enough empirical data to support the merits of improving customer service.

A very impressive company named TARP (completely unrelated to the government bailout of banks) has been providing a great service since 1971. This company works with the most renowned firms in our country collecting data on customer service. Their website, http://tarp.com/home.html, offers an ROI calculator that computes the ROI you can anticipate when improving customer service.

TARP reports that 68 percent of customer defection results when customers feel they have been poorly treated. In a similar situation, a friend of mine walked into a store to buy some new running shoes. His feet tend to overpronate, which means he needs shoes that have special support features built in or else he will wind up running on his ankles.

The two salesmen (the term is used very loosely here) were both 16 years old and utterly devoid of any knowledge about the shoes or my friend’s condition. They were clueless about how to help. My friend would love to shop locally, but if he can not get the customer service he needs, he will simply do his research and order his shoes online.

Lee Resources reports that for every single customer complaint you receive, there are 26 others that remain silent. From this statistic, we gather that we must investigate each and every complaint in order to ensure the problem is not more widespread. Think of a customer complaint less as a “problem” and more as a “blessing.” It gives you the chance to correct a situation before it gets out of hand.

NOP Worldwide reported that a one percent reduction in customer service issues could generate an extra $40 million in profit for a medium-sized company over five years’ time. This solitary fact was earthshaking for me because it so vividly illustrates the considerable impact customer service has on the bottom line. Customer service is not an expense. It is a profit center in its own right.

Another interesting fact reported by Lee Resources is that 70 percent of complaining customers will continue to do business with you if you resolve their complaint. Ninety-five percent will continue to do business with you if you resolve the problem immediately. Too often I see businesses ignore customer complaints rather than dealing with them. Customers really want to stay with you even if there is a problem. If you want to keep these customers, it is crucial that you to make sure you rectify the problem quickly.

Now go out and make sure your customer service experience is great, and that you recognize its true value to your business.

You can do this!

Passion is so important in running your business!

“Follow your bliss and the universe will open doors where there were only walls.” ~Joseph Campbell

I feel that passion is so vital both in life and in business. Far too often we see business owners who either lack or have lost their passion. Without passion, you become complacent, and complacency is a death sentence for any business.

It is so easy to get off track. Without passion, work becomes a job rather than an exciting new adventure to tackle each day. When complacency sets in, an entrepreneur loses the desire to make necessary improvements. When a business stops improving and growing, failure is not far behind.

I was working with a very successful entrepreneur who came in to our meeting saying, “I feel so good that everything is going well, and I do not want to change anything with my business.” Upon hearing this statement, I wanted to jump out of my chair and force him to see just how complacent he had become. Though he thought that everything was great, the reality was that his complacency was taking his business the wrong way.

This entrepreneur heeded my warning – “Jerry’s kick in the butt” as he calls it – and turned his business around. It is now growing like weeds. Our talk might have been the catalyst that led to this great change, but it was his acknowledgment that his attitude was holding his company back that made the real difference. Rediscovering his passion made him a new man and reinvigorated his business.

In another case, an entrepreneur’s complacency and lack of passion combined with the current state of the economy put his business in danger of closing its doors. I have talked to this entrepreneur tirelessly over the years, but I have been unable to resurrect his passion. Now, rather than running and managing a business, he just goes to work.

These are both very interesting cases, but the truly intriguing part is how differently the two turned out. In the first case, the entrepreneur listened and acknowledged that his lack of passion was having a negative effect on his business. Though the second entrepreneur also listened, he just had nothing left – no drive to run his business. I finally had to recommend that he sell it. If you have no passion for your business, you either need to figure out how to get it back or get out.

Here are some questions to help you evaluate if your passion is where it should be. First, ask yourself if you could start over, would you still choose the same industry and business. Secondly, do you get up every morning excited about going to work? Finally, are you so excited about your business that you want to tell the world how great it is? If you answered “No” to any of these questions, your passion might be waning.

Colleagues and other entrepreneurs are another great resource. Ask them if they think you are getting complacent. Also, let your workforce be your mirror. They will frequently reflect the passion they see in the owner or manager.

Now go out and make sure that you have the passion necessary to be successful.

You can do this!

Making Customer Service a Priority

“Look through your customer's eyes. Are you the solution provider or part of the problem?” ~Marlene Blaszcyk

One of my favorite topics to speak on and write about is customer service. I am so fond of this subject because I can see the issues from the perspectives of both the business and the customer.

Advertising is set up to bring in new customers. But once advertising has done its job, the focus should shift to keeping those new customers. When it comes to retention, customer service is the key.

Businesses spend large sums of money on bringing new customers in – just look at the size of many marketing departments. Though best practices suggest that 90 percent of sales should be from existing customers, many businesses spend very little on customer service.

Many business owners lose their customer service focus, and this apathy tends to trickle down to the staff. In order to ensure each and every customer feels good about their experience with your company, business owners must make customer service a priority.

Recently, I went to a doctor’s office as a new patient. I had scheduled the appointment for 10:30 a.m., but when the office called the day before to confirm, they had the time down as 12:30 p.m. When I nicely reminded them that the time was 10:30, not 12:30, they replied, “Whoops. Can you change your schedule to come in at 12:30?” When I said that I could not, they said they would work me in at 10:30. This conversation should have been a warning to me of the service I would receive the next day.

As I was getting out of my car at 10:15 to go into the doctor’s office, I immediately noticed that the paint was starting to peel off the building. As I approached the front door, I noticed that it was covered with nicks and cracks and looked like it had been through a war.

As I walked into the waiting room, I felt as though I had traveled back to the 1950s. Everything looked like it had never been updated or repaired.

The offenses continued as I approached the counter to sign in. The person who greeted me was wearing the biggest frown I had ever seen. As if that was not enough, she also threw me a look that said, “What the heck do you want?” Next, when I told her I was a new patient, she practically threw me the clipboard with the paperwork to fill out.

When I returned with the completed paperwork, she was talking with a colleague, and she completely ignored me for three minutes even though she could see I was waiting. Somehow, I managed to remain relatively calm.

At 11:30, they called me back to see the doctor, and at noon, the doctor finally came in. He never acknowledged that he was late or that I might have been inconvenienced by his tardiness.

While the doctor was very good at treating my medical issue, the bad taste left by the extremely poor customer service trumped that fact altogether. I will not be returning to this doctor’s office.

Every business can expect to have some sort of customer service issue, but in this case, the problems were systemic.

So why was the customer service in this office so badly managed? I believe the answer lies with the doctors who own the practice. They only see their job as providing medical treatment to their patients. Everything else is unimportant.

Whether dealing with medical practices or businesses, our focus must be constantly tuned in to customer service. To ensure that every customer has the best possible experience with your business, providing great service has to become a ritual or a habit.

Now go out and make sure that you make customer service a high priority for your business.

You can do this!

Getting the most from your business signage

"The right name is an advertisement in itself." ~ Claude Hopkins

Over the years, we have helped so many companies that just do not realize the importance of signage. One such business – a dance studio – just did not see any real value to having a sign. However, once we explained the importance of signage and she decided to put one out, the owner had people coming up to her all the time saying, “I had no idea that there was a dance studio here!” As a result of this small and inexpensive sign, this business owner’s revenue increased dramatically.

In another example, a semi-pro football team was having trouble attracting the attendance they needed. Because they played at a high school field, they could not put up a physical sign. As an alternative, a couple of days before each game, they had someone stand in front of the high school and wave a sign at the cars that passed by. Just this small change made a major difference in the attendance for each home game.

Simply having a sign is important, but what the sign says and how it says it is equally critical. In the case of one art studio that we were assisting, the sign focused on the owner’s name and not on the business’ purpose. We suggested that the sign emphasize the fact that it is an art studio instead of spotlighting the name of the owner. This simple change is expected to make a significant difference in their sales.

A sign’s purpose should be twofold. First, in order to attract customers, a sign should include the name of the business as well as what it does. A sign that simply says, “Joe’s,” does not tell potential customers anything about what you really do.

Secondly, a sign raises awareness about your business. It is a constant reminder to anyone who passes the location that it is there. For this reason, your sign should be located where it is visible to the greatest number of customers. If your sign is not visible from many directions, it will not do your business very much good. For example, a bookstore was struggling with sales since they were never able to place their signs where a sufficient number of potential customers could see what they offered.

I think the biggest mistake business owners make is trying to include too much narrative on a sign. A sign must be simple, communicating the name and purpose of the business. If, however, there is something unique about the business, it is vital that this information be included on the sign. For example, if a store is open 24 hours a day, this should appear on the sign since it is an important detail about the business.

Signage, however, is not as critical if you are a destination location, meaning that people find you in order to be your customer. If you manufacture a tool that you sell nationally, for example, signage can be minimal, particularly if you are not located on a highly traveled road.

Now go out and evaluate your current signage. Does it include both the name of your company, as well as what your business does in an attractive, motivating way? Both elements are essential if you truly want to make the most of your signage.

You can do this!