Choosing your clients
Posted by Rebecca Blackwell on Oct 30, 2008
Last week I wrote a post that asked the quesiton, “Why Should Customers do Business With You?”
In that post, I dared to ask: “If you don’t know exactly why, in the eyes of your market, your business should continue to exist (and thrive), why should your prospects and customers?”
This is a vital question to answer, and answer clearly. But first - it is very important that you have a clear picture of who you are communicating to. Namely, who your ideal client is.
Understanding the difference between a client (or customer) and YOUR ideal client.
Your ideal client is made up of much, much more than some demographic information. Your ideal client has a face and a name. They have hopes, dreams, wants, needs, desires and attitudes that distinguish them from the “everyone else” that makeup your not-so-ideal clients. They also have a distinct lifestyle, distinct pain, and a distinct amount of money they are willing to spend to deal with that pain (level of motivation).
Until you know who you are communicating to, it is very difficult (if not impossible - as you may have already discovered) to discover the message that will resonate with “them”.
Until your ideal customer is much, much more to you than a general, faceless spreadsheet of demographic information, your message will not be targeted enough to even reach them.
Let alone get their attention.
So… Can you describe exactly who your ideal customer is?
There are many ways to do this. Scroll through your list of current and past customers. Ask yourself who resonated with you. Who has seemed to get the most out of your product or service? If you had to hold up one person and say, “Here! This is the kind of customer that makes me want to jump out of bed in the morning just so I can work harder at solving their issues.”
That is your ideal customer.
Good. Now, you need to know what they want?
You might have to do a little research here to find out what you need to know. Give them a call and ask if you can conduct a 10 minute “interview”. (They’ll be flattered.)
Send out a survey. Ask them questions about what they are worried about, what their hobbies are, what they fear, what they read, what they wish they could do or have, what they are looking for but having trouble finding, etc.
While you’re at it, ask them this: “At this time in your life, what is the one thing you need most from me/ my company?”
And, “In the sea of options out there, why did you choose (and continue to choose) us?” You might be surprised at the answer.
Other ways to find out more and further define your ideal customer: Read their web sites, read what they are interested in, subscribe to their newsletters, and join the associations they belong to.
This is an important task - don’t overlook it. It’s not only important in the process of developing a core marketing message, it’s important for your own happiness, well-being and effectiveness.
If you don’t define the kind of person you want to work with, you might end up with a group of customers that drain you and that you aren’t well suited to help. You could end up burned out and with the damaged reputation of being mediocre. Nobody wants that.
This post is part of a free email course that shows you how to uncover the motivating factors that drive your ideal customers to buy, and then breaks down the process for creating a core message that will drive them to buy from you. Subscribe to this free course now.
Customer Service is Marketing
Posted by Rebecca Blackwell on Oct 27, 2008
John Jantsch of Duct Tape marketing wrote on his blog the today, “Happy, educated, results oriented customers are the greatest sales force you can employ.”
I agree. In fact, I bookmarked and saved the article. For contrast, let me share an experience today that illustrates what not to do when it comes to customer service.
I signed up for an eFax account back in July. They offer 30 days to try out their service before they begin charging you a monthly fee. I didn’t use the service, so I emailed a request to have the service cancelled before the 30 days was up, and promptly forgot about it.
In looking over the last few month’s bank statements this weekend, I realized that they had been charging me for this monthly fax service for the last 3 months. I called customer service to resolve the matter, and was played a recording that instructed me to deal with this matter via live chat. I hung up the phone, logged into the eFax web site and began chatting with a customer service representative. I explained that I had sent in a request to cancel my service back in August, but was still being charged. Would he please be so kind as to cancel my account and refund the money taken from my account over the last 3 months. He replied that “refunds were not allowed.”
He then asked if I would like to keep my service for the next 2 months free of charge in order to recoup my losses.
What the @%#*????
I kindly explain that I haven’t used the service, didn’t use it during the free trial, didn’t want to keep it and don’t want it now, so why would I want to keep it another 2 months so that I could, uh, continue to not use it. Further, how would that make me feel like I had recouped my losses?
He suggested I call a customer service representative. I agreed. Before closing the chat, he asks me to clarify for him one more time that I would in fact like to cancel my service. Um, yes. Perhaps I am not being clear.
I call the number he gives me. After waiting on hold for 15 minutes, I spoke with a woman who repeats the “refunds are not allowed” mantra. I am insistent, so she places me on hold to speak with ???. She comes back and says that she can offer me a one time courtesy (refunding money for a service I didn’t want is a courtesy?) of refunding the charge in September, but I would have to call back tomorrow and talk to someone about refunding the charge in October. As for refunding August - that was out of the question. Couldn’t be done. I was still insistent. So, she said when I called back tomorrow I could ask to speak to the “higher ups.” Indeed.
Now… eFax is owned and operated by jConnect. jConnect has a lot of other useful services besides e-faxing. They offer conference calling services (we do TONS of conference calling at YML) and services that will deliver voicemail to your email and email to you phone. Any of those might have been great services to tell me about. I, in fact, didn’t even know they offered these services until I had to go searching for a customer service number this morning so that I could call and ask for October’s money back.
Unfortunately, in discovering these other services, I am not in the mood to buy.
I find the number and explain the whole incident to a new customer service rep. He again tells me that he is very sorry for the inconvenience but “refunds are not allowed”. Again, I am insistant. So, he places me on hold to talk to ??? and returns to tell me that as a one time courtesy they will refund October. As a favor.
I take a deep breath and the most polite voice I can muster, say, “I want you to refund August as well.” He says that is not allowed. I ask to speak to his manager. He says that his manager will tell me the same thing. He says he has talked with his manager and his manager cannot do a thing and so there is no point in talking with him. I say, “That’s alright. I want to talk with your manager.” He refuses to let me. This goes on a while. He never lets me talk to his manager.
Now, this is a very long story that illustrates a very simple point: Customer service is marketing.
EVERYTHING IN YOUR BUSINESS IS MARKETING.
Marketing is every bit of contact your company has with the outside world. EVERY BIT.
And back to John’s point about how happy customers are the best sales force you can employ. This also works in the reverse. If you want more customers, (hell, forget about new ones - if you simply want to keep the customers you have) train your customer service reps - train everyone who works for you or speaks for you - to be good marketers.
Why Should Customers Do Business With You?
Posted by Rebecca Blackwell on Oct 16, 2008
A while back I read the interesting assertion that our lives succeed or fail one conversation at a time. What a simple statement. Perhaps dangerously simple, because the tendency (as is the case with most profound truths) is to briefly consider and then move on without the full impact of the statement really penetrating.
But, consider for a moment, really consider, the idea that your life’s successes or failures are the direct result of your conversations. We tend to think that we are having conversations in our relationships or about our relationships, but really - our conversations are our relationships.
This is true for all of life -including the part of life that has to do with our businesses. Our businesses are currently trotting along (or speeding along) towards success or failure on a path that is made up of the conversations that surround it. Stated more pointedly (and accurately), our conversations are not about our business. Our conversations are our business.
To clarify - by conversation, I speak very, very broadly to mean every point of contact your business has with the outside world. Further… at the center of every meaningful conversation, there is a core message that resonates somehow with those engaged in the conversation. From the standpoint of your business, that core message should communicate exactly why your business deserves to exist.
Um, not to offend, but do you know why your business deserves to exist? Not why you want it to exist, or why you think you deserve to have it exist, or why it’s important in any way to you that it continue to exist, but why the market should allow you to continue to take up space in the marketplace. This is harsh, I know, but…
if you don’t know exactly why, in the eyes of your market, your business should continue to exist (and thrive), why should your prospects and customers?
At YML we are business owners too, and currently (always) wrestling out the answer to that pestering, yet all important question, “Precisely WHY should anyone do business with us?” I mean, aren’t you clutching your wallet a bit tighter these days? Aren’t you more selective about laying down your money and thereby placing your vote for which businesses deserve to continue to exist and which one’s don’t?
At the risk of sounding overly dramatic, as a business owner or entrepreneur, going into business automatically places you in a harsh, non-forgiving, all-out competition, in which many, many businesses fall by the wayside and are forever left behind. It’s a fact that you are competing with a sea of businesses in a world that needs little else that it doesn’t already have. I mean, really, did you go into business because there was literally no one else out there offering your product or service? We are surrounded by an overabundance of choices for an overabundance of products and services.
Ah, but this doesn’t at all mean that anyone is free of problems, does it? In fact, ironically, while we are surrounded by excess (I mean, who really needs a Big Foot Garden Sculpture anyway?), we seem to have more discontent, unhappiness, stress and anxiety than ever before. We also seem to have more needs, wants and desires than ever before.
Within the motivating forces that push all of us to search for that which holds the promise of alleviating our unhappiness and fear, or filling our deepest needs, wants and desires, is your opportunity.
The market will not allow you to exist out of sympathy. The market will allow you to exist because many, many people lay down their money, thereby placing their vote for you to continue to exist. They do this because you provide something for them that they are deeply motivated to have. They don’t even need to be conscious of that motivating force. But you do. Because, your job, no matter what business you are in, is to market to them. And you do that by clearly communicating a core message that hits at the heart of whatever they are motivated to put down money to solve or have.
This is (or should be) the core message of your business. This is the meaningful part of the conversations that make up your business. This is the heart of marketing. This message should be at the heart of your marketing.
Want to know exactly how to create this all-important core message? Sign up for our FREE email course about how to answer this question better than your competition: “Why should customers do business with you?”
In this course, we will show you how to uncover the motivating factors that drive your ideal customers to buy, and then break down the process for creating a core message that will drive them to buy from you. Subscribe to this free course now.
Sales in Business: Qualifying skills
Posted by Rebecca Blackwell on Oct 10, 2008
I know this is a blog about marketing, but the point of marketing is to generate more sales, and it’s difficult to have enough sales without good marketing. Further, marketing all about communicating a message, which happens throughout the sales cycle (or should). So, when you are marketing, you are selling and when you are selling you are marketing.
That said, I want to share Q and A with you. The question is from a Your Marketing Lab member, and the answer is from Joyce Lillis, a Your Marketing Lab ProStaffer. Good stuff.
Question: “From the time a lead appears on the ‘radar’ screen, how many times should I contact them, and how long should I pursue the lead before letting them go? For example, sometimes leads appear to be interested even though they’re not always timely with their responses. Other times they really aren’t interested, but it’s hard to tell the difference. How do you know when you are doing a great job following up and when you are wasting your time?”
Joyce’s Response: First, when a lead appears it is important to qualify the prospective client by asking specific questions to determine if they are interested in your product/service. If you can provide one of the six “Reasons to Buy” below you will have an understanding of how you can provide a solution (VALUE) to their problem.
1. Reduce costs
2. Increase revenues
3. Leverage cost of capital
4. Increase productivity
5. Provide quality and customer satisfaction
6. Augment a new strategy or initiative
If you do not meet any of the above criteria then I would not put this prospective client on the pipeline. If you do meet one or more of the criteria above and you continue to make contact with this potential client it is important to trial close at the end of every conversation. A trial close means that there is a reason for you to follow up on a specific issue that has been determined during the conversation and allows you to move the opportunity to a closed deal.
Secondly, it is important to determine the following three reasons the potential client will buy from you.
1. A compelling reason to buy your product/service
2. Developing a business relationship with the decision maker
3. Determined there is a budget to support making a purchase
If any of the three are not determined in the beginning of the relationship, then I don’t believe there is a reason to continue to waste time with this potential client because there is a 90% chance that this is not going to become a closed deal.
Remember, to ask the hard questions. Sometimes sales people are not comfortable asking the question that allows them to make a decision to drop the lead because as sales people we are optimistic and we want to believe we can turn a lead into a closed deal. (For more about asking questions, take a look at this article: Yellow Lights)
It is important to recognize that there is always another lead that will turn into a closed deal so if any of the above cannot be determined move on to your next lead. Time is Money when you are selling.
Read more about Joyce’s upcoming course:
Qualifying and Closing Skills: Red Light/ Green Light
10 Ways to Conduct Continuous Market Research by Connecting with Your Market.
Posted by Rebecca Blackwell on Oct 8, 2008
10 ways to conduct continuous market research by better connecting with your market and improving your relationship marketing:
1. Start by building a relationship with a group of people you are interested in. If they are going to become your loyal fans, your audience needs to love you. However, you need to also love them. If you don’t they will know it.
2. Don’t just talk. Listen. Find out what they want. (Products are easier to find than audiences.)
3. Find out what they truly want – even compulsively need - to spend money on. There are many things they want. The real question is, what are they willing to spend money on? Further, they should have the ability (or at the very least, the strong inclination and potential near-future ability) to buy what you are selling.
4. Try to understand what is motivating their actions. What do they really want? (Sorry to complicate things, but this might not be what they say they want. I might say I want to lose 10 pounds and then order dessert. Pay attention to their behavior.) What’s their agenda? What are their goals? What are they afraid of? What problems are they dealing with? What are they running towards/ away from?
5. Be authentic. Don’t try to be something you’re not. Speak to them about them and about what they want, just be you while doing it. Capitalize on your own strengths. (For fun, read this great post by Sonia Simone at Coppyblogger, where she asks the question, “If your blog could be personified as a shapely star of a really cheesy 1960s sitcom, which would it be? Ginger, or Mary Ann?“
6. Do some research, find out what your market is interested in and study that. Subscribe to their publications, join their associations, do some keyword research, etc.
7. Recognize that your target market has no innate understanding the value of your service(s) and/or product(s). They didn’t wake up this morning with the vision that lives in your head about how your product or service can improve their lives and solve their problems. Teaching them in a way that is relevant to them is your job as a marketer. Important: “teach” rather than “preach”. You will further your connection with them while increasing the knowledge of the value you provide. Most importantly, they will not run away from you if you are really giving them good information.
8. Establish credibility. Do and say stuff that demonstrates your credibility. Associate with credible people. Do what you say and say what you mean. Then repeat. Over and over again.
9. Understand that if you try to sell before you have connected, your efforts will be largely wasted. If you do sell before you have connected, and don’t make every effort to connect after the sale, you will likely not be rewarded with a 2nd sale. And, “You don’t really have a customer until you’ve sold them twice.” - Joyce Lillis
10. Really contribute. Contribute to the conversation, contribute to their lives, contribute to their efforts. Give, not for the opportunity to get, but because you recognize that ultimately it will result in more opportunities to give.
Your Successful Small Business (Under any and all circumstances)
Posted by Rebecca Blackwell on Oct 7, 2008
Two important questions:
Do you have an answer ready to this question, “What are you really selling, and how will your business offering fare during hard times?” (What you think you’re selling and what your customers are really buying are likely two different things.)
Do you, as this article suggests, periodically “review and revise your plan to include everything and anything your business or startup needs during a crisis”?
If you don’t have a solid answer to the first question and answered no to the second, review your sales and marketing plans now. Get prepared.
Over-preparers take note (you know who you are): Getting prepared doesn’t have to be complicated and doesn’t require you to create fancy graphs and charts, emergency food rations, and an emergency exit plan involving the national guard. (Although, honestly, having an exit plan is just plain smart under any circumstances.) Something as simple as adding different price points can also enable you to weather an economic storm.
You could create (or recreate) a product or service (and marketing strategy) focused on marketing to the affluent. This could also involve creating (or repositioning your current product or service) a successful small business around those items that just make people feel like they are splurging. (Again - what are people really buying? Evaluate the real value of your product or serice.) After all, no matter what the economy is like, most of us will still splurge from time to time. Often, even more so when we are bummed.
Can you add value and market to a higher income demographic? (Check this out. The affluent are definitely still spending money.)
Can you add lower price points and keep customers who want to stay with you but can’t afford you right now?
You may need to completely reposition yourself. For inspiration (and just a really great story), check out this article by Larry Galler.
Regardless, get prepared. Get prepared not just to survive but to thrive. Shifts in demand are inevitable. But, there is no reason in the world why you have to be at their mercy. You can, in fact, remain in control and view times like these as rich with opportunity.
Marketing in Business and the Economy
Posted by Rebecca Blackwell on Oct 6, 2008
Last week I wrote a post (Right Now Might be the Best Time to Start a Business) about the advantages of starting a small business when the economy is less-than-perfect. As it turns out, eMedia Wire posted an article last week titled, Top Marketing Experts and Small Business Owners Agree There is No Recession, that makes a couple of excellent points along those same lines.
Here’s an exert from that article: “If we’re watching the news,” Lee says, “we have to ask ourselves do we really believe all these knee-jerk reactions? All we hear over and over is ‘the money is gone’ but where did it go is what we’re asking.”
Robin adds, “the thing is, the money is not gone. It’s still here, and for people who have the vision to agree that There is No Recession and to grab this opportunity, I believe we can have a repeat of what happened during the great depression where more ‘common folk’ became billionaires than any other time in our history”. “After all,” Robin adds, “what is really happening today is a correction of big business mistakes and a redistribution of wealth from THEM to US and truly there are time-proven and measured steps you can take today to make sure you take advantage of this immense opportunity that our government and big business has handed to us on a silver platter.”
Hmmmm…..
I attended a lunch meeting last week with 30 fellow entrepreneurs where the conversation sounded very much like the quotes in that article. In fact, most of the entrepreneurs at that lunch talked about how they were shifting their focus in order to best capitalize on the current economy.
Interestingly, most of them felt like this was the time to spend money, not hoard it; that right now they could indeed get the most bang for their buck and become the biggest fish in a smaller pond. (On a micro level, I say “good for them!”. On a macro-level, that’s also good for the rest of us. Those gutsy entrepreneurs are the grease that keep our economy moving no matter what.)
And where were most of them going to spend their money? On marketing their business.
An MSNBC report suggests that weathering an economic “storm” requires having a solid sales and marketing plan in place. I wonder how many small business owners and entrepreneurs have a plan in place to remain above water even in poor circumstances. Taking it one step further, how many have a plan to not just remain afloat, but to capitalize on poor circumstances. Do you?
Big Marketing for Your Small Business
Posted by Rebecca Blackwell on Oct 5, 2008
Read a good article this morning by Steve Mulder titled “5 Marketing Tips for Tackling Twitter”.
This article, written in September of this year, outlines 5 ways that marketers can use twitter to listen, communicate to, and better connect with, their customers and potential customers, and lays out great examples of large companies that are using twitter to facilitate this kind of intimate connection with their customers.
This spotlights an interesting (though not very new) trend, also discussed in a 2005 article by John Jantsch, author of Duct Tape Marketing.
Small is the new big.
In that article, John wrote that, “Large organizations are beginning to wrestle with the reality that their markets want something more personal, more honest and real, from the companies they buy products and services from. It’s obvious that small businesses possess natural advantages in this arena, so the rush is on to think small. Acting like a small business, it seams, is the latest killer innovation.”
This was true in 2005 and is even more true today. What’s more, new social networking tools, like twitter, have provided an extremely effective and efficient platform for large companies to act small.
The interesting thing is - these same platforms have also provided ways for small busineses to act large. Social networking platforms (like twitter) have leveled the playing field for both large and small businesses.
Large businesses can act small (connecting with customers, projecting a personality, reacting quickly, etc.) and small businesses can act large (reaching large numbers of people quickly, driving customer opinion, generating buzz, etc.).
If you are in business today, large or small, chances are your best advantage lies in implementing the same strategy. And that is new. Years ago I stated an opinion that consumers were tiring of the very large, impersonal type of business that have the distinct advantage of being able to offer a wide selection at low prices, but also have the distinct disadvantage of not really being able to connect with their customers and build the type of loyalty that only comes from personal relationship. Well, it seams that very large companies are finding the resources they need to retain the above mentioned advantages, while mitigating their impersonal nature.
At the same time, small businesses, which have the distinct advantages of being closer to their customers, creating strong customer loyalty, and can shape and adjust quickly, can now use social networking tools to reach ever increasingly larger audiences on the cheep.
So, what does this mean if you are trying to build a successful small business today? Simply that if you aren’t currently using the many social networking resources available to you now, you are missing out on an advantage that you can’t afford to miss out on. In the world today, it doesn’t matter if you are large or small, you have the ability to stay “small” and act big.
If you need a jumping off point for social media, check out this blog: http://pistachioconsulting.com/. If you need to figure out how to better incorporate social marketing into your existing marketing strategy, or if you simply need to construct a solid marketing strategy, better contact the team at Your Marketing Lab, Inc.
Follow me on twitter: http://twitter.com/YML
