During This Week of Giving Thanks Remember the Power of a Thank You

This week I did business with two new places I'd never been before. One was a restaurant; the other a veterinarian. Both of these new businesses seem to be doing most everything right from a start up marketing perspective – good locations; clear street signage (that's how I found them); appropriate pricing; and the like.

However, both sorely disappointed me. Neither place of business greeted me when I walked in; in fact I stood there for a good two or three minutes in both cases without any eye contact or even a cursory 'be right with you' (not that either place was busy).

Worst of all was that neither said Thank You upon receiving payment. Neither! When will business owners understand that those two words are the most powerful Retention tool there is? Why is "You're all set," or worse, "Here you go" acceptable to say to someone who has just given you their hard-earned money?

The small business world is doing its part. Small Business Saturday is in its 6th year now carving out a space for small businesses to tell their stories and jump on to the marketing bandwagon that is making permanent and lasting change in consumers' minds. Now, it's the small businesses turn to show their appreciation for this national effort.

Studies show that:

-Service experience is a top factor when customers make a purchasing choice – not price
-1 of 3 consumers say they'd pay more for personalized service or help
-Service is the #1 way to avoid being show roomed during this most lucrative time of year
-Giant retailers don't know the names of their customers walking in the door, but YOU do (or should) – say Hello to them using their name with meaning & intention
-Customers who have a negative experience tell 12 people, those people go on to tell a total of 72 more. That's 84 folks who won't give you their money – make EVERY customer interaction count
-Hire then train the very best Brand Ambassadors you can. Reinforcing good service habits on a regular basis keeps your employees happy; therefore your customers.

So, I will still continue to seek out and do business with locally-owned businesses and I do strongly believe in #ShopSmall #ShopLocal, I just wish the business owners and their employees did their part to show appreciation for us that show them love when everyone else is at the mall.

Remember, a Thank You is the best free marketing I know of.

Happy Thanksgiving.

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Clients are like spouses, only different

I had an experience the other day which made me realize (out loud) that long term client relationships are a lot like spousal relationships. After a while it seems they take each other for granted & the relationship needs a little jazzing up to re-ignite the flames.

I was hired to create & manage a very large-scale, complicated project & spearhead efforts ranging from Marketing to Operations. This means coordinating with many people to get this done. Most of the current vendors are professional, responsive & do the right thing. But (well, you knew that was coming) there's always one that spoils the bunch. This particular vendor doesn't return phone calls or emails either to me or from the client directly & seems completely resistant to the overall effort (which means more money for her, so I REALLY don't understand).

My revelation? This person has lots of competition & because of the long-term relationship she has with the client, is taking them for granted. The courtship is over. No more hand holding, no more long chats, no time for the old when you're chasing the new I suppose. What if a new, sexy vendor comes along & they hit it off? What if the client gets cold-called from a competitor & decides to try them out? What if client gets tired of waiting for the phone to ring?

The outcome will reveal itself soon but in the meantime, a word of advice from marriage counselors - communicate, treat each other well & always be willing to listen. It saves marriages & will save client relationships too.

No wonder why retail stores are hurting...

Yikes! Today I was running errands in an area of town I'm not frequently in during business hours so I took the opportunity to stop into a jewelry store I'd been in before & remember now that it wasn't such a great experience.

So today I'm in there with 2 service items to take care - 1 a quick fix the other a less quick one. I was "greeted" (sort of) by a woman who looked like she'd rather be eating her lunch. She started to take care of the quick fix item for me when she said "Oh here's the guy who does the appraisals, talk to him."

I explained what I needed & he actually said these words to me "You'll have to make an appointment, I have more pressing items to take care of right now." Huh!?!?! What's more pressing than a customer who came into your store? Even if that were true (like, I don't know, an A-list celebrity just placed a million dollar order that you have to fulfill immediately because they're paying you cash but only if it's done by 3PM!!!) that's absolutely NO way to speak to a potential customer. I can think of at least a dozen other ways that should have been handled - all far better than what he did.

I looked at him astounded, turned around & walked out. Now, this is a family owned store not some corporate location which is why I went there as I always try to give my business to a small business owner whenever possible.

This is why retail stores are losing business to the internet. In fact, just the other day I ordered something online & even with a few dollars in shipping was still less than half price of the same exact item I saw in a local store. Yes, I preach supporting small businesses; yes, I believe it's the right thing to do; and yes, I always seek that out as a first option, but guys - work with me, OK?

For front line personnel training, please contact me. I promise I can help you stay in business for the long haul.

Sometimes, you just gotta pick up that phone

Today I was presented with a potential advertising opportunity to sell my book. I checked it out, seemed like it might be something I should try & so I do - try, that is. I was all the way at the check out credit card in hand when I keep getting an error page. Tried again ... & again - then gave up when my phone rang.

I called the company & left a voice mail & then emailed as well (OK, so my mistake I shouldn't have done that). I receive a curt email reply which doesn't really answer the question. I email back & yet again receive a half-assed answer. So now I refer to my voice mail & still no return phone call.

This went on several more times during the day & I just gave up & emailed the guy to say this was too hard but could have been made much easier had he returned my call.

This guy spent a fair amount of money for his ad to let a very large list of subscribers know about his offer. When someone tries to buy from you they're THIS close (picture a thumb & forefinger just about touching) & you let them get away? Not very smart.

Most every small business owner I've had the pleasure of dealing with would have known better. He should have picked up the phone & taken my order himself, or he could have simply returned my call & answered my question a day sooner. We're all busy, you don't have to send me a long email telling me how busy you are & how many meetings you've been in today. By the time he wrote all that, he could have just called!! Now, he's lost all credibility, some revenue & any opportunity for referrals or repeat business.

So, here's the lesson: just pick up the phone (you know, that shiny device that you take pictures with!!) & sort it out. I don't care how techie you are - there's nothing better than a two-way discussion to "meet" someone, make a connection, finalize a sale, or sort through an issue.

A 5 minute call is all it takes.

Great Expectations

It occurs to me that the reason companies use advertising to brag about awards, reviews and related accolades is to get prospects to do business with them and that when a prospect takes them up on their offer they ought to do their best to live up to the great expectations they have set up for themselves.

This weekend I was sorely disappointed with the service I received at a local furniture chain store here in CT. I purchased a rug at their Southern Fairfield County store where I happened to be in the area doing other things that day. I should have listened to the red lights going off in my head at the time of purchase when we practically had to beg to get a salesperson to take the rug down. I then brought the rug home to Northern Fairfield County where I live.

Once I got home I saw the size was all wrong and so I immediately called the store to ask if I could return the rug to the store that is located just 5 miles from my home (vs. their 20+ miles). After 2 minutes of insane button pushing & phone system gymnastics, I finally got a live person. He said 'no' I could not return it to the [much] more convenient store because it would mess up their inventory system. 'But you're a chain store' I say. To which the guy on the phone said this is 'their policy'. Hmmm...so the owner of the store who spends several hundred thousand dollars a year on local Cable TV ads bragging about their award winning #1 customer service is what - just kidding?!?!?

So...I haul the rug back 20+ miles the next day in the pouring rain. When I get there I see 5 or 6 salesmen standing in the front of the store. Not ONE of them held the door for us, or offered to help us carry this very heavy, bulky, awkward item into the store. NOT ONE OF THEM!

Finally we drag the rug to the customer service area (located in the BACK of the store, I might add) & was 'greeted' by a 'customer service' rep who proceeded to give us the 3rd degree about why the rug was being returned. 'Wrong size,' I say. This was greeted with a look of disgust by the rep who was annoyed that she had to process a return.

And a process it was. We stood there while what I guess took at least 1000 keystrokes to enter insane amounts of information into their computer system. And then FINALLY she asked for my card to process the credit which then took another 1000 keystrokes. Yikes! Are they kidding? To say she was gnarly is putting it mildly. This entire time all I'm thinking is how much of an inconvenience this all is. And how their service on all fronts is anything but award-winning.

Finally, we were released from the rug binds that tied us to the store. It's now deluging rain & I have to drive another 20+ miles to get home. On the way we stopped to return a movie at a Redbox location when it hits me -- Redbox allows you to rent a movie & return it at ANY of their locations. In other words, a vending machine can figure out the inventory process, but an award-winning chain store can't?!?!?!?

So, bottom line -- don't make promises in public you cannot keep & don't waste consumers' precious time. You never know who may have a blog.

Customer Delight

The other day I happened to be in my old neighborhood. On my way to a meeting, I stopped in at one of those little stores with great service that I miss shopping at. The store sells authentic Asian foodstuffs and for a foodie like me, it is a great place to stock up on those items you can’t get anywhere else.

Once I finished and was juggling all the jars and cans of yummy goodness, I went to the checkout counter and paid. As the owner was handing back my change she then asked me if I would like fresh chili peppers. ‘Sure’ I said & opened my wallet again. Upon seeing me do this she said that no, she was giving them to me because she thought they would go well with the items I purchased and then proceeded to give me a recipe off the top of her head to be sure I used them correctly & would enjoy the meal.

I was suddenly struck by the Customer Delight concept. Something I read about often in my marketing publications and the like – but it was right here, in action, in front of me. How delightful!

And think of how much better small businesses are positioned to overtake the big monolithic, bureaucratic corporations in this very important area. Remember that it can take up to 10x more to acquire a new customer than to keep an existing one. So take care of your customers! They are the source of referrals for you and can keep your pipeline full.

A few months ago I read the now famous “Hug Your Customers” book by Jack Mitchell, CEO of Mitchell's/Richard's clothing stores here in Connecticut that is a very high end store with a legend following from affluent circles. Mr. Mitchell tells a story of Paul Newman’s little girl visiting the store many years ago & riding a bicycle they kept in the ‘children’s area’ of the store to keep the little ones occupied while their parents shopped. He says that Paul Newman told him months later that the money he spent on the suit that happened to be on sale was now full price when he added in the cost of buying his daughter that same bicycle!

Think about how many times you have wished for better service? Better treatment and perhaps even more [some?] respect by retailers or customer service folks on the phone. Imagine the goodwill that is spread by doing so. By giving more than is expected, you are indeed delighting your customers. Treating them well, going above & beyond may not put cash in your pocket today, but it will pay off.

As has happened before, this morning I received a call from someone who was referred to me by a current client. That client is so delighted with my service that she recommended me to my now new client! How delightful is that?

But I took out an ad......

The other day I had a phone conversation with a potential new client who desperately needed help building his failing business and finding a new direction to take it to.

As we talked, I asked him how he is currently marketing his business, what has he done in the past, etc. His answers were almost painful to hear.

He had fallen into the trap of “I’m too busy to take care of marketing” when he had business and the revenue to support a marketing effort, and now that business is at a dead halt, he has no pipeline, no marketing experiences to fall back on and worst of all, no budget to do anything with.

His reasoning for not doing any marketing was that he took out an ad several years ago; it didn’t work, so he never did it again.

Sadly, I see this happen to so many small business owners. The idea that marketing and advertising is the same thing is an incorrect assumption.

Let’s start with some basics:

Think of marketing as an umbrella and each spoke is a slice of the marketing pie that all fits together to form a marketing strategy. Those spokes may include advertising, website, acquisition, public relations, packaging, distribution, slogans, sales promotion, pricing, sales, retention, customer service, logo, uniforms, follow ups, even how you answer your phone and the associations you belong to. The most accepted definition of marketing is soup to nuts – everything it takes to get a product or service into the hands of the end user when they are ready to buy.

Confusing marketing with advertising can be fatal and very expensive. To begin advertising without having a solid platform of what your company represents to the consumer, what your competitive benefits are, and EXACTLY who your target market is will always result in a failed advertising effort and therefore wasted dollars. Advertising is a mass form of communication used to sell your product. But it is not the only form and may not be the right platform for your business, especially if it is a specialized product or service.

Because of the high cost of advertising, it should be left to companies who have a proven business and marketing model. Why? Taking out a one time ad at a cost of $1000 is not effective. On average, it takes 3-5 touches for a consumer to make a purchase decision (if you are selling to other businesses it may take even more). If you have a $1000 budget, you are much better off running a smaller $250 ad four times. This accomplishes what is known as frequency which is the proven way to move consumers to a purchase decision.

In addition, because most small business owners do not have a marketing background, they almost always fall prey to selling features instead of benefits. Think of this example, if you told me the ingredients in a new shampoo, would I care? Most likely I couldn’t even pronounce many of them. Instead, if you told me it would make my hair healthier, shinier, cleaner, curlier, softer, etc. THEN I would be more likely to buy it because I now know what it will do for me. In other words, I know the BENEFITS.

Often I review existing or prior ads that have been used by my clients and 99% of the time I see this malady. Because they are so close to their product they know what goes into it, but not why people buy it. This is why their ads didn’t work, especially if they did just a one time placement.

Here’s a fun but powerful exercise to try for yourself:

Turn 3 features of your product or service into benefits. For example, “weights less than a pound” would be stated in all marketing and advertising as “lightweight and portable”.

Once you have the benefits down and know the right way to implement marketing and advertising, you are well on your way to creating an impactful, successful campaign that will drive revenue to your bottom line.

Is it me, or are all Dry Cleaners crazy?

This morning I got a call from the doorman in my building who said the dry cleaner wanted to speak with me (is that like being sent to the principal's office?). So...he gets on the phone (without introducing himself) and proceeds to yell and tell me that there is a $15 minimum for pick up and did I have anything else. Well, let's see - why would I keep my dirty laundry in hiding upstairs and just drop off one pair of pants? NO, I DON'T HAVE ANYTHING ELSE, OR YOU WOULD SEE IT?!?!?!?

I said I was never told that there was a minimum and besides, because I was so annoyed I told him just to leave my dirty pants in the lobby and "fugget abowd it" I'll come get them later.

Because I was on the phone with a client, I did not make a big deal of this however, afterward I thought "you've already made the trip to my building anyway, what's one more pair of dirty pants? and...why would you turn down business, especially from a new customer [with a blog?!?!?]" then, I got angry when I started thinking of all my other dry cleaner exeriences of late and thought "is it me?"...

So...as anyone who has been reading this blog knows, I have recently moved. Therefore, I need all new services including dry cleaning. So far, I have gone to 3 local dry cleaners, only 1 of which has been even civil to me despite that I have spent lots of money with them and gotten abused in various ways.

The first one didn't speak English and neither did his workers when he is not there. This is all well and good if it's a simple drop off but not when you have questions (which I did) or need alterations (which by the way are a HUGE income stream for them)....

The second one was closed even tho the sign on the door said they should have been open....

The third one was nice enough and even did a good job of alterations (since I was still in need from drycleaner #1), however the parking is horrible there and it is otherwise not in a convenient location for me.

So now, I come to find out that my building has this service (shouldn't the owner of this company have some kind of marketing in place to notify all new homeowners of this. I've been here for 6 months???) so I figure, OK I'm busy - I'll give it a shot. And so...once again, I find myself at the mercy of some crazy dry cleaner.

So...I went downstairs to pick up my dirty pants (thanks very much) and the doorman gave me a printout of this service's prices on which it says there is a $15 minimum (sure, NOW you tell me)...also there is his phone number. Which I just called. The outgoing message gives no indication the phone number is a business (yet another marketing mistake) and just says to leave a message, which I did. I leave it to your imagination as to the content of my message.

Is it me, or are all the dry cleaners in the world independently wealthy and just doing this service because they're on a mission to keep the world clean?

Do you have a dry cleaner (or other similar business) experience? If so, I'd love to hear about...