It always surprises me that most companies never put themselves in their customers’ or prospects’ position.   I say this because I see so many companies that make doing business with them so hard.

For example, if someone calls your company and a telephone operator is their first contact, can that operator make a compelling response to the prospect or customer’s request?

When people come into your place of business, how well versed are your sales clerks?  How much time have you spent in preparing dialogues, questions, and advice for your people to use in interacting with your customers?

How easy is it to find things in your place of business?

How much do you take your customers and prospects for granted? 

By merely stepping outside your office and pretending like you are a prospect or customer, you should see a lot of the flaws in your operation.  Like the TV program, “Undercover Boss.”

Remember that once they are taken care of and remedied, you can dramatically improve your current and repeat business potential.

You should make sure that your place of business is inviting, informative, non-threatening, easy, educational and fun to do business with.  When this happens you will leave your competition in the dust.

Here’s a list of to do’s:

1. Educate your customers. You cannot educate too much.

2. Inform them.  Let them know what you are up to.

3. Make calling or coming in to your business desirable.

4. Make ordering easy.

5. Over deliver in your service.

I’ve always said, “Inspect what you expect.”   I always called my own offices to make sure the phones were answered the way I wanted them to be answered.  Have you done the same?

Have you called your own restaurant to make reservations and listened to the way your staff answered the phone and responded to you?  Try it sometimes. 

When you make the corrections you will see a remarkable difference in the growth of your business.

Let me know what you think.

Technorati Tags: customer experience, customer loyalty, Customer Retention, customer satisfaction, customer service, loyal customers, retaining customers, Undercover Boss

A couple months ago, I needed to replace a window that broke during a windstorm.  I saw an ad in the local newspaper.  I noticed it offered a free report, so I decided to contact them instead of going into the yellow pages.

I got the report and frankly it was well written and informational.  I was looking forward to doing business with them.  I waited two weeks and left a message.  Nothing! No follow up.  Almost four weeks went by and still nothing.

Unbelievable!  How is this possible?

Someone sent me a report, so the company had my contact information.  Yet no one followed up.  Even when a prospective customer called 2 weeks later, no one responded.

I can’t understand why a company would invest whatever amount of money they spent for that ad, only to let prospects fall through the cracks. 

Following-up is one of the most important things I stress to any business I consult with.  When you promise something you have to follow up to make sure it was done.

When someone raises their hand and identifies themselves as having an interest in doing business with your company, it is just plain dumb to make only one attempt at selling to that person.

Since very few businesses do a decent job with follow-up, your competitive edge is huge when you do it.

Examine your follow up process and make sure leads and prospects are not falling through the cracks.

Let me know what you think.

Technorati Tags: acquiring leads, attracting leads, attracting prospects, customer acquisition, Customer Conversion, customer follow up, lead conversion, lead follow up, lead generation, prospect conversion, prospect follow up

In my opinion, a newsletter is the most useful tool in maintaining relationships with customers and keeping them interested in you, your business, your products and your services. 

Since “publications” get better readership than “sales materials” and articles get more readership than ads, it just makes sense to put your messages into the format of a publication, and insert your “sales message” into the context of the article.

If you already have a newsletter, then my advice is to make it into an informative vehicle for getting your message out to your customers and prospects.   Your message should be weaved into a story that your readers can relate to; don’t make it “salesy”.

 Remember to keep it about your customer—make it primarily educational.  If you are going to promote a product, make sure the promotion is within the context of the “good” of the readers.  If you make it primarily about you, you’ll lose.

If you don’t already have a newsletter, start one.  If you are not ready to start one, send helpful articles or reports like I talked about in my blog post, “The 1000 List And 90% conversion”.  Here is the link for those of you who haven’t read it: http://www.kenvarga.com/news/the-1000-list/     

If you market B2B, another alternative would be to use my newsletter articles while you plan out and develop your own. 

 You can use my newsletter as a jumping off point for developing your relationship with prospects.  For instance, you can forward one of my weekly marketing tips to them with a note that says something like:

“We not only help our customers with (your products or service), but we also help them to grow their business and create more customers. “

“When I came across this article, I forwarded it to our customers/clients.  But then I thought of you and how it would help you grow your business, so even though you aren’t currently one of our customers, I know this article will help you create more customers and perhaps you would think of us when you need (your product or service.) After applying the ideas in this newsletter, please let me know how it has helped you with your business and in generating more customers.”

This now opens the door to start developing a relationship with your prospect, which could lead to them becoming your customer. 

When you forward the articles to customers, just send them a note letting them know that you found the article helpful and you thought they might also.

Again, this type of communication will help you build relationship.

So take a look at your newsletter and add items that will help your customer/prospect with their business, health, family, and many other things that are happening in their lives.  And if you don’t yet have your own newsletter, find a way to be in front of your customers and prospects regularly using at least one of the suggestions I just gave you.

Let’s hear what you think in the comment section below about using the power of newsletters.

Technorati Tags: Customer Conversion, customer relationship, Customer Retention, newsletter, newsletter marketing, newsletters, prospect conversion

Close to 90% of the businesses I consult with never precisely determine the needs, desires, or the requirements of the people to whom they are trying to sell.

Few companies seek to meet their customers’ needs. How can you expect to fill someone’s needs and desires, if you never take the time to understand them? 

The companies that understand their customers’ needs, desires, and attempt to satisfy them always end up with all of the business.  Have you noticed this?

You can end up with all the business too—only if you will take the time to learn what your customers’ needs and desires are.

Let’s go into this in greater detail.

To persuade someone to favor you with their business, you normally have to offer to satisfy some need or desire.  Here are just some possible needs people would like fulfilled: 

• Convenience

• Lasts longer

• Looks better

• Better quality

• Saves time

• Performs better

• Saves you money

• Makes life less difficult

• Etc .

I can go on and on, but you get the idea. 

Ask yourself this question: “What do your customers want or need most in the product or service you offer?”

Do they want the top of the line product or service? Or, do they want highly personalized service, attention, advice and/or instruction?

Do they want the convenience of knowing they can go down the block and get if from you, or the knowledge that your company stocks or offers more items, sizes, or products than any other company?

Perhaps they want to acquire the kind of goods or services you sell at the lowest price. Or maybe price isn’t what they are after.  They might want the best guarantee or service to support the sale.

I don’t know what needs or desires your potential customer seeks more than anything else, but that customer does want fulfillment of some definitive need or a combination of needs.

Start by realizing that no one can be all things to all people.  You will dilute your image when you try to do that.

To begin with, you must determine which needs you can fill, consistent with who you are, and what your business is.

Then confirm by asking your clients, prospects, and customers.  Have your salespeople do the same. 

Let your customers tell you which specific needs they most want fulfilled and then determine which of these needs you can actually fulfill.

Remember this though.  Don’t do this in silence or behind the scenes.  Make sure your customers and prospects learn that your business listened and that you finally did something to satisfy the fulfilled needs of your customers.  You must educate and point out that your company is fulfilling those needs for your customers.

Once you determine precisely what your customers’ needs and desires are, you must commit to fulfilling them.

If you determine that service is the critical element, offer the best service, the fastest service, the most skilled service people, the most knowledgeable staff, etc.

If you promise the lowest price, keep that promise. Integrity requires that you keep your promises.  If you don’t genuinely fulfill the needs and desires you say you will, your customers will soon abandon you.

Above all, just ask your customers what their needs and desires are.  Their answers could result in a million dollars worth of business for you.

Technorati Tags: what client needs, what client wants, what clients need, what clients want, what customer needs, what customer wants, what customers need, what customers want

The following 9 ideas have helped me and will help you grow your business on a limited budget when you apply them.

1. If you don’t have a journal, I would suggest that you purchase one at your local Staples.  If not grab a sheet of paper.  It doesn’t matter what your business is, write down this question at the top of a sheet: ”How can I personally make my clients’ lives better?” 

   This is a very powerful question.  Think about it.   How many companies you know of, both offline or online, apply this model?

   Most of them are out to get the sale and then move on to the next “prospect.”  Can you imagine how effective they could be if they actually considered how they could help your life be better.

   For instance, I spend a lot on educational material for my grandchildren, and I never hear from the businesses after I make my purchases.  If they remembered the above quote and thought about how they could help me and my grandchildren have a better life, they would realize that they could offer me products to help us, and probably offer them on a monthly basis.

   I’m sure you’ve experienced this at some point in your life.  Think about how this applies to your business and what you can do.

2. Create your Stadium Pitch.  Someone once told me, “What would you say to a group of 50,000 people if they were in a stadium and you had 30-60 seconds to convince them about your offering?” How can you get your point across so convincingly that they would feel like idiots to say “no”?  

   Plus, consider the fact that any one of them can leave at anytime during your pitch.  Would your message change?  What can you say to make them stay?  What can you say to make them buy?  Some call this an elevator speech.

   Keep refining your stadium pitch (elevator pitch).  A great one can help you generate many new customers on a limited marketing budget. 

3. Look for valuable lessons in everything that you do, hear, or experience.  No matter if what you are doing fails or succeeds, write down what you learned from it in your journal. 

   Every person you meet, every person you listen to, has a lesson you can learn.  I try to teach with each blog and marketing tip I create. ..just for you.  But the lessons you learn from them are up to you; the insights you gain are up to you.  Whatever the lessons/insights are, write them down in your journal before you forget. 

   I carry my journal with me always.

   With a large repository of ideas it’s easier for you to find ones that readily meet your budget. 

4. Read your” Lesson Journal”.  Find out what lessons you can apply today to your next project or problem.  Then do it.  Find a way to apply and use that lesson today.  Now record your results.

   As you consistently apply ideas and track the results, you will produce bigger and bigger results with whatever money you have budgeted.

5. Referrals are one of the most important tools you can use to grow your business.  There are probably hundreds of ways to generate referrals.  Two of them are: pay for them per lead; bribe people in a fun way. 

   If you haven’t done your job on making your clients happy, you shouldn’t ask for a referral. The key is to start writing down the ideas you get, and then start doing them.

   Referrals are the least expensive way to grow your business on a budget.

6. Barter. Learn how to barter.

   Attend your local networking events, look around at the people you work with that need what you have to offer and you need what they have to offer.  What types of products or services do they need to make their lives easier?  Where can you find those products or services?  Apply this principle to people you want to work with and by helping them they will help you.

   Bartering allows you to grow with a minimum of cash outlay.

7. Dare to do what no one else does.

   Giving yourself permission to do what hasn’t been done before allows you to find new inexpensive ways to grow.

8. Ask what you don’t want in life and in business. Then decide what you do want (What you want is the opposite of what you don’t want).
   

   Knowing what you want shortens the journey to getting there, and therefore also lessens the expense.

9. Get rid of the “box”.  Forget about inside or outside the box thinking.  Don’t put parameters around your thinking.
   

   This is a variation of no. 7 above.  By removing parameters from your thinking, creative ways to use your budget open up.

The key in all of this is to be systematic and consistent.  By systematically and consistently applying these ideas, you are sure to see compounded results.

Technorati Tags: barter, elevator pitch, grow business, growing a business, journaling, out of the box thinking, Referrals, stadium pitch, using a journal

Convincing “Almost Customers” to do business with you.

All of us have a hoard of prospects that were initially attracted to us for some reason or another.  It could have been your ad that attracted them, a direct mail piece, or any other method you might have used to attract that prospect.

Once you have attracted a prospect to look at you, they are very close to buying from you.  I call these “Almost Customers,” because they have yet to do business with you.

Here are some ideas for converting them into buying customers.

1. In my experience there are 6 questions you must ask yourself and get answers for. Potential customers will not buy from you until all of the 6 questions are answered. Your potential customer may not think of all of these questions, but they will become your customers if you will answer these questions for them

a. Precisely what are you offering?

b. How should they get it from you?

c. Why do they need or want it?

d. How fast can they get it?

e. What if they don’t like it after they get it?

f. What do they need to do to get it?

Also, if you have a website, make sure that you answer these 6 questions and state them prominently.

Again, it’s not about features but about benefits.  Your customer is only thinking, “What’s in it for me.”  So answer these 6 questions around providing benefits.

2. Set up a system to consistently follow-up with your prospect.  In my experience, most prospects don’t buy the first time they see or hear about you.  If you have a system to follow-up, they will eventually buy from you, especially if you’ve answered the prior 6 questions.

Your follow-up can be as extensive as sending them a weekly newsletter with useful information, as I do, or as simple as contacting them occasionally with a new offer.

3. Make a memorable Impression the first time they are in contact with you.  Think of powerful reasons for prospects and customers to think of you, especially when they encounter a competitor.

Again, in my experience, most prospects who do not buy from you the first time, will come back to buy later.

4.  Send a “Thank-You” message after the sale.  It means a lot to them.  Just think about all of the Thank-You messages you received whenever you purchased something.  Perhaps like most of us, you never received a “Thank-You” message after making a purchase.  Can you just imagine how your customer will feel when you are the only one to send them a “Thank-You” message? You will indelibly leave an imprint in their mind that you are one of the few business owners that appreciate their patronage.

If you have other ideas that we can share with our readers, let me know.

Technorati Tags: Client conversion, Customer Conversion, turning prospects into clients, turning prospects into customers