Tag Archives: marketing 101

Question Your Customer Service Thinking!

Fight the “commoditization” of your business & increase its value to your customer

A Different Perspective
By Leslie R. Wolff, A Marketing Curmudgeon

In an increasingly competitive marketplace it is becoming more difficult to stand out from the competition. What do you do when there exists a 5P’s environment? What are the 5P’s? When a customer’s Perception is that your Product, Price and Performance are on a Parity level with your competition. This is the time to take the step to challenge how you think about your customer. What you learn from this exercise could differentiate your firm from the competition in the eyes of your customer. Pay attention because you need to become an expert in Customer Service. It can be a very profitable situation for you.

Do you know the #1 reason customers leave vendors? Continue reading

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Marketing is Marketing is Marketing – 4 Common Sense Basics

“There is no such thing as ‘soft sell’ or ‘hard sell’. There is only ‘smart sell’ and ‘stupid sell.'” – Charles Brower

In this era of high technology advances, high technology success stories and high technology hype it is very easy to overlook the fact that the basics of marketing haven’t changed except to become more important in the high stakes game of technology.

Customers and investors have to be gained and retained. Customers, employees and investors need to be communicated to, educated and satisfied. Customers, employees and investors need to be motivated and stimulated. Communications need to be clear and easy-to-understand. The need to create and maintain high awareness among customers, employees and investors is key to business success.

“No living being is held by anything so strongly as its own needs.” – Epictetus

 Common Sense Marketing Basic #1: Where are we located? Are we user friendly?

If the idea is to get more people to communicate their needs or concerns to you as well as to drive them to interact with your website, blog or Internet “whatever”, then an emphasis has to be taken to ensure communicating with you is easy. You have to be sure that electronic addresses (e-mail,/website/blog, etc) are known to the targeted audience and not easily forgotten. You also have to avoid the trap many businesses fall into who are in love with the Internet; they fail to supply mailing addresses and phone contact information on their site. Millions of business people prefer traditional ways to contact you as a primary form of communication.

Exposure of your various contact addresses should be incorporated into every format of communication that reaches out to your target audience be it your advertising, stationary, website or the promotional products your sales force gives away at trade shows.

“You cannot create experience. You must undergo it.” – Albert Camus

Action Step: Review your website, stationary, business cards with the question, “Am I making it easy for potential customers to contact me?”

Common Sense Marketing Basic #2: “Knowledge Is Power” Marketing Continue reading

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