Leanne Hogland-Smith – Chicago 219-759-5601, entrepreneur small business for 15 years, uniting people and their talents with operations through management, increase-sales-coach.com
Consistent challenge in businesses today is a lack of processes and procedures. A lot of this comes about because there is no strategic plan, there are no goals written so what happens is that everyone is hitting different targets and the individual and business goals are missed.
A lot of communication is just refocusing the way they state things, getting rid of the words like need and should and start using “may I suggest this”. When you get rid of the emotionally judgmental words, it’s amazing at the reactions you get.
An employer now, if they have not hired smart, they end up with maybe one good employee for every four employees. Employers need to have consistent performance reviews. Employees then feel like they are part of the company’s success.
Top Tips for Small Businesses
- Communication is consistent and everyone knows where the organization is going and what their goals are. Is everyone sharing the same goals? It is critical to have your goals communicated consistently throughout your company.
- Values – What are your non-negotiable behaviors that you will demonstrate with your employees, vendors, strategic partners?
- Find out what your real brand is – Talk to your customers, not a marketing company. The expectactions held by customers, it is a really definitive way to identify your brand. Ask them, “When you hear my name what expectations come to mind?” You will get a really good idea of your brand, but you also gain a competitive edge. When you have down-time, that is up-time to talk to your customers.
- Marketing is about attracting attention and build relationships – Write copy and test it out. See if it gets some sort of emotional attention for your business.
Very annoying when you want to talk to a human and the system is structured to make that impossible … or incredibly difficult to do so. OMG!
Human interaction is where one has the opportunity to develop relationships, build a positive image and the marketer who doesn’t understand the value of that needs to be retired!!! Idiocy is the impression one gives as it relates to understanding the value of customer relationships and how they are impacted by the “endless” voice mail process. Caring about the customer’s interaction with your firm is not an afterthought but should be a major focus and voice mail can be helpful when limited and you provide personal interaction.
Remember it costs 5X as much to get a new customer as it does to retain one and 50X as much to gain back a lost client, Emotions play an important role in establishing a relationship with a customer or with those who are interested in the possibility of becoming one. Thus how do you think a voicemail program that goes beyond being helpful but is seen as an annoyance impacts the emotions of those that call your firm? Matter? How do you feel when you incur the Voicemail “mine-field”? Take a survey not only of customers, but employees as well.
If you like, go to our LinkedIn.com group “Smart Marketing for Small Business” or any business group and ask that question. Attitude is a key factor in the success of any business and, one that focuses on making itself very “User Friendly” will always rise above the crowd. Interaction with your target audience is key to building successful relationships. Eliminating or minimizing irritation in any aspect of your marketing efforts is smart marketing. Love your customer and at worst they’ll like you, especially when you make their effort in reaching out to you pleasant.
“Excellent firms don’t believe in excellence –
only in constant improvement and constant change.” – Tom Peters
Do you agree or disagree? Let’s hear from you.
Les Wolff The Original Marketing Curmudgeon Also listen to our radio show, Smart Marketing for Small Business (Live every Wed @11pm EST) And visit our LinkedIn Group of the same name.