Cebu Entrepreneur » Selling Tactics

Talk to the customer, not through the customer

modX — Sat, 19 Jul 2008 04:36:30 +0000

It’s difficult not to be repetitive when you are dealing with customers
all day long, especially when they tend to ask the same
questions every time. Unfortunately, this is a part of our
working life. We all face a degree of repetitiveness that simply
cannot be avoided. But it’s a shame to see people serving
customers and reciting the same lines over and over, with no
real recognition of the customer as an individual.
We have all been into shops where the staff appear to be
bored senseless. They answer customer enquiries like a robot,
barely acknowledging the customer and often simply pointing.
To the customer this is almost like saying, ‘You’re not important.
I don’t want to be here and you are only adding to the
boredom of my job.’ I even see this happening at the end of the
sale, when there is often an insincere ‘Thank you’ or, even
worse, ‘Have a nice day’.
When dealing with customers it’s very important to stop for
a second, make clear eye contact to acknowledge the person,
and then answer their questions clearly and concisely. Don’t
treat them like a number; treat them like the person they are.
I often hear business owners and staff complaining about
how difficult their customers are. They are demanding and
rude, and they want everything done immediately. From my
experience they are only receiving what they give out. Those
customer service-oriented people who know how to smile and
how to make eye contact establish an instant rapport with their
customers that blossoms into a warm and friendly encounter,
even if it’s only for a few minutes. The customer leaves feeling
good, and the person who was serving them also feels good and
ready to start the next encounter on a bright and very positive
note.
As a business owner or manager it is up to you to set the
example when it comes to treating customers as individuals. If
your staff see you leading by example, they will follow. If staff
boredom is a problem, develop ways to overcome it. You might
consider moving staff around so that they don’t end up doing
the same job all the time, changing the environment so that
there are new and interesting things to talk about, or rewarding
staff for making the effort to talk to customers—whatever
works for your business. Try to keep some innovation in the
workplace that will keep your staff talking to your customers.
Another complaint that I hear a lot is that the business is
too busy to take the time to be friendly to customers. I still can’t
believe that I hear this, but I do. When things are busy, it’s even
more important to take a few seconds to be friendly and to
recognise the fact that the person standing in front of your cash
register is paying the bills. People can deal with waiting in line
if they are finally served by a friendly, interested person.
The most important point to remember from this tip is that
you need to be sincere when dealing with customers. If you are
going to ask a question, make sure that you acknowledge their
answer.

Following up on a sale is good customer service

modX — Sat, 12 Jul 2008 17:17:12 +0000

Many people think that a sale ends when the customer walks out the
door. For some smaller-priced items, it does. I wouldn’t expect my
local convenience store to make a follow-up call to check if I was
satisfied with my purchase of a carton of milk. But for higher-priced
items and services, following up after a sale is a surefire way to
ensure that your customers are very satisfied with your level of
service. Even if the customer isn’t happy, at least you have the
chance to do something about it.

Is the entrance to your business inviting?

modX — Sat, 12 Jul 2008 12:52:38 +0000

The entrance to a business can make or break it. If your business isn’t visually inviting, your customers have a hurdle to overcome before they even think about making a purchase. The following are some of the most common problems associated with entries to businesses.

1. Cluttered premises
Do your customers literally have to climb over stock or displays
to get into your business?
2. Poor signage
Generally, signage becomes cluttered over time. The name
of the business should stand out above all other signage.
Trading hours need to be clearly marked, and other signage
should follow a pattern or a plan of some sort. Suppliers
love to have their product name splattered over the front of
businesses, and while this can be a selling feature for some
businesses, it’s important to ensure that it doesn’t make
the business appear confusing and messy.
3. The entrance is too small
Some businesses, especially ones with large numbers of
customers coming and going, seem to have thrown all commonsense
planning out of the window by making the front
door tiny—to the point where only one person can enter or
leave at a time. To the customer this can almost feel like
walking into a trap. Our instincts take over and the fight-orflight
response can kick in, where you decide not to enter
the business simply because it looks like it will be too hard
to get out.
4. You’re being watched
If the sales counter is facing the door, it can be intimidating
to walk inside, especially if the person behind the counter
watches every step you take. It’s best if the counter isn’t in a
direct line with the front door; however, if it is and it can’t
be changed easily, staff should be trained not to watch
people as they approach the door. Once the customer has
come inside, a big smile and a friendly welcome will help to
put them at ease. Instruct your staff not to stand around in
groups talking and watching customers approach. This can
be very intimidating, especially if the staff start laughing.
5. Is the front of the business clean?
A dirty entrance will deter a lot of people from entering the
business, particularly if it is a food business. Cigarette butts,
rubbish on the ground, overgrown gardens and overflowing
rubbish bins can all impact on a customer’s opinion of a business
and on their decision to enter the business or go elsewhere.
6. Bad lighting
This is particularly relevant if customers visit the business at
night, but some storefronts look dark even in the day. The
entrance to a business needs to be well lit, both for legal
reasons (in case someone falls over) and to increase the
appeal of the business. Lighting around the outside of the
building is also a factor, especially for safety. If the car park
is poorly lit, customers may decide to go somewhere else
that appears safer. Bad lighting is often simply the result of
poor maintenance. A light bulb blows here and there, and
before you know it the business is in darkness.
Do whatever is necessary to ensure that your business looks
inviting from the outside. I have seen a lot of businesses that are
quite amazing inside, but they struggle to get customers in the
front door because the business looks so bad from the outside.

Take the time to talk to your customers

modX — Tue, 08 Jul 2008 06:22:05 +0000

As a business owner and operator, it’s very easy to spend your time in the back office rather than standing out front talking to your customers. People love to talk to the owner of a business—it’s a mark of respect for you and for them. No matter how busy you are, always take the time to talk to your customers. Ask them how they are finding dealing with your business. Get to know them and why they use your business. A few minutes’ conversation with your customers can give you a lot of information. I find that if I stop and have a chat with my clients, I get to know them better and that strengthens our relationship, but it also inevitably leads to new business. Perhaps they were talking to someone who needs
some marketing advice. Maybe I should give them a call . . . When the owner of the business is too busy to talk to the people who pay the bills, there is a problem looming. It is important to remember that without customers, there is no business. I recommend that, occasionally during your working day, you stop what you are doing and take a few minutes to talk to your customers.

WHAT DO CUSTOMERS WANT? HOW DO THEY MAKE PURCHASING DECISIONS?

modX — Sat, 05 Jul 2008 05:58:47 +0000

Fifty percent consuiners not at the cost of a priority for the place and time that shop. According to the United Kingdom Henley Centre. The British consumers are less sensitive to prices in Europe. The price is only one component of value-formoney the calculation of the buyer. People make decisions about places and such as shopping, not only for the money and customer service, but also in “value by the time “. The research in 1998 by the Forum Marketing United Kingdom demand of customers “What you’re trying to find FROM? The investigation becomes a It may be clear and predictable answers. The people wanted the company:
1st Be honest and fair in dealing with them.
2nd Be honest and sincere in advertising.
3rd Providing a service quality and consistency.
4th Treat all customers.
5th Treating all employees fairly.
6th It is in the provision of gear to the company.

The concept of confidence on the left side by an overwhelming majority and the only thing they want the customers. Each term of a relationship with a custonier inust built on trust. The Forum Marketing asked how much 25 people named conipanies confidence in 12 different aspects of the environment Problems with honesty and sincerity in advertising. The results of their Investigation are below. Sixty percent of a company, trustees, honest and fair in their relations with Thein (the most powerful: M & S, John Lewis and Boots). while 66% of the Trust Company offers a high-quality service and uniform (the same power) and
54% of companies, trustees to be the correct handling of complaints about products Help Services (the same interpreter). A total of six percent of companies, trustees, all enough customers (the same interpreter).
More than one third of the companies - 39% - are not the confidence of consumers to be and honestly. Of the 23 participants in the research, 41% of the budget was for Acquisition of a customer, while only 23% of the funds were for customers the continuation in office. Also, we are in the direction of a world in which experience is as important as the product. In fact, the large organizations are about to lose 10-15% of its customers each year. A bad Service is normally done by the cuts over the failure intentions half. What is,
60-80% of customers who actually satisfied with their standard previous manufacturer.
To the good customer service - to give customers satisfied — Need to understand the preferences of experiences and interactions.
This helps to ensure the identity, and to the needs difi’erent, sometimes uiiexpected positive experiences. Some customers prefer their own relations with us - do not call me, I will call you. You can be cynical
Attempt to our relations with them. And if we perceive the development of relations, that the children to reject it, and we, and the products and that the market economy.

How to Create a Marketing Plan

modX — Wed, 02 Jul 2008 13:26:55 +0000

The companies that are successful in marketing always start with a plan of marketing. The big companies have plans with hundreds of pages, small companies can half a dozen leaves. Turn off your marketing plan in a session with three rings. For more information, visit at least once per quarter, but still better per month. Have a chip, monthly reports on the sale and production, which enables you to the achievement that the plan.

The plan should be for one year. For small businesses, and this is often the best way to think about the marketing. Things are changing, people leave the markets, the customers come and go. Later, we propose the creation of a Department for its plan to medium term - two to four years the road. But most of your plan should focus on the next year.

You just have to a few months for the preparation of the card, but only a few pages. The development plan is the “major” marketing. While the Plan of Implementation has its problems, decide what to do and how to marketing is the biggest challenge. Most of marketing plans with the first beginning in the year or the opening of their practice, if it is different.
That should be your plan? All players in the company. The companies keep their plans for marketing very, very private with two very different reasons: either they are too little and administration were disturbed to see a day, or are strong and rich in information. . . That it invaluable for the competition.

Can a plan for marketing, without a lot of people involved. Regardless of their size to comments for all parts of your company’s financing, production, personnel, supplies and so on - and more on the market itself. This is particularly important because it will take all aspects of your company to get out of your marketing plan. The realism of the most important persons can enter the feasible and how the objectives can be achieved, and they can the information they have the potential, not yet from the opportunities in the market, adds another dimension to his plan. If you have a person in front of the management of operations to use, you have all their hats in the same time - but at least the meetings were short!

What is the connection between your marketing plan and its business or vision? His plan of cases in which detailed the results of your company is about - what you do and not do, and what are your objectives of the summit. It covers more on the market, but the discussions May courts, personnel, finance, strategic alliances and so on. It includes “the vision of something,” the echo of words, the end of his glorious company in the language stir. The business plan is the Constitution of the United States of your company: If you want to do something outside the business plan, you must change your mind or modify the plan. His company business plan provides for the environment in which your marketing plan must thrive. The two documents must be consistent.

Understanding How Your Customers Think

modX — Fri, 27 Jun 2008 11:35:54 +0000

How can it be helpful to vote for small businesses?

The age of the seat of his pants-the decision-making se ha ido. I am prepared to accept that there are people who only a great instinct, but here is a powerful tool - Opinion Research, the polling - can challenge, stress or trousers seat of thinking. And yes, when available, and scientifically is that you are using.

What can the owners of small businesses?

What is your market, and what will your market? How many are prepared to spend? The satisfaction of customers: Are you a good or a bad job? The work we have achieved over the years, there is to think there are two things you on the search, if you are doing, the satisfaction of our customers. They are in search result: good work, bad work. But among the customers, which we more or less bad for employment - why.

This is one of the secrets to the maximum of polling and research on public opinion?

We have them to the satisfaction of customers for banks and retailers. You will receive a discount of 95% [of positive experiences] result in general and in specific point. But if you asked him why between 5% if a person says, “is the worst experience of my life, I will never again there yet,” you need to know. You have find out. And you do not find that if you asked.

Most of the polling stations via phone, but the field is not calling limits registration of owners of companies consider this space for their investigations. As you can imagine the owners of companies, their customers?

You will find that even in this age of Do Not Call Registry and the people who are on average 50 to 60 hours per week, there are still people ready to answer questions [on the phone]. But the interactive services is one of the highest growth rates [in the vote], and very helpful and accurate.

Each method has something that no other method. The phone to start: We ask our people not only we give yes / no, I agree / disagree on the 1-5 - Tell me what the site. By phone you can use the actual attitude that your right. E-mail address you can find out about issues in detail.

Are there areas in which the polling stations work better than others, or those who do not work, is not it?

In all cases, the satisfaction of our customers. But even if you do, you can not accurate information. Why is this? Because sometimes people do not want to say the manufacturer. You tell us. Sometimes they do not want-to-say a bad experience - you know, to do to them as you want, that do for you

Always Deal with Decision Makers

modX — Tue, 10 Jun 2008 12:38:02 +0000

The entrepreneur’s challenge is always to operate at the highest level possible; present proposals
to the top decision maker, not the gatekeeper; elicit a prompt response; and move on quickly if the
answer is “no.” Even when our company was based in the den of your own home, and later in a converted garage, we always resolved to deal directly with the very top people. Sure, it raised eyebrows because most of our consulting clients were Fortune 100 companies, but they wanted to work with us because they were eager to sell into the fast growing entrepreneurial market. I am convinced we have been so successful because we’ve insisted on dealing with the top decision makers or managers with high-level access. No matter who you are, you can practice this approach. You can write directly to the president or chairman. Briefly outline your product and what you can do for his or her company. In many cases, the top person, or an assistant, will make a note on the letter and direct it back down through the ranks. That notation
carries weight. There are, of course, other ways to make the initial contact. Voice mail is a terrific tool for getting through to the person in charge. Most executives have a direct line. Ask to be put through by the receptionist. Call early in the morning or late in the evening—they often work longer hours than their secretaries. Try phoning during the lunch hour, too. I should warn you that the “easier at the top” strategy does have pitfalls. Even if the top person signs off on your project, middle managers will sometimes exercise their powerful veto power. And at times they’ll try to sabotage you. After one project I had nurtured nearly to completion died a slow death from lack of middle management support, I learned that any outsider proposing a new idea to a major corporation must be very aware of the “not invented here” syndrome. It’s a deadly corporate virus that can wipe out a good idea in no time. I share that not to discourage you, but
to emphasize how critical it is to have solid support from the decision makers.

How to Market Your Service Based Business

modX — Sun, 08 Jun 2008 18:09:26 +0000

Selling your expertise, an intangible product, requires a much different approach from selling a product that sits on the shelf. Some professionals, like doctors and lawyers, are limited by professional ethics to marketing their services through specific channels. If you’re a consultant, you have more options. One of the best ways to market your services is to position yourself as an expert in your field. This can be accomplished by writing articles for trade publications or general interest magazines—or by being quoted in newspapers and making guest appearances on local or national television. You may think that you could never attract a reporter’s attention, but it’s easier than you think. The first step is to find out who covers your particular industry at the local newspaper, radio, or television stations. Once you have a name, draft a short introductory letter. Explain that you are available to provide background information, resources, or a quote on a particular subject. Attach your business card or company brochure. Wait about a week and then make a follow-up telephone call. Be sure to find out when that particular news organization is on deadline, and never call when the reporters and editors are closing an issue. sample of your expertise. Invite current and potential clients to a breakfast or seminar. Give a brief presentation to whet everyone’s appetite and then take questions from the audience. Ask your existing clients to each invite one or two guests to expand your circle of contacts. In fact, your current clients are always your best source of new business. You should be spending at least one hour a day soliciting referrals, sending out letters or brochures, or making cold calls. Ask your clients if they can refer you to one or two potential leads. At first they may be reluctant, but
if you give them time to think about it, they should be able to come up with at least one or two names for you. Many consultants find that the cross-marketing approach is another effort that works very well. Team up with a consultant whose business compliments yours—but is not competitive. You might share mailing lists or produce a joint brochure. Although the “Pig in the Window” approach is not the answer for most consultants (see Great Idea 88), there are plenty of other similarly creative and effective ways to market
your services.

Give Away Freebies

modX — Thu, 29 May 2008 07:57:54 +0000

No matter what kind of business you’re in, “free” is the most powerful word in your marketing vocabulary. Offering potential clients or customers a no-charge deal is an excellent way to gain new business.

But you don’t have to be a big Company to offer customers something for free. Consultants can host a free educational seminar to attract potential clients. The session is a perfect way to show off your expertise and prequalify clients without spending a lot of time or money. Breakfast meetings work best because people can stop by on their way to work and breakfast is the cheapest meal of the day! If you sell clothing, consider giving free fashion consultations, by appointment, to new customers. Of course, after the private consultation, encourage customers to buy the clothes and accessories that looked best on them.
If you are an image consultant, create free “dress for success” seminars for local businesses. Business owners welcome the program because the consultant’s outside expertise helps them establish a more professional dress code for employees. Offering a gift-with-purchase is another effective way to boost sales. Big cosmetic companies have done this for years, giving away tote bags, umbrellas, and sample-size
goodies. You don’t have to sell cosmetics to make this free promotion work. Other industries such as food distributors also find this tactic particularly effective. Free samples are an inexpensive and effective way to get products into the mouths of consumers. Food companies rely on in-store demonstrations quite frequently to test-market products.

So whatever you do, figure out a way to give it away for free.