Customers – Page 9

Customer Reminders – A Powerful Tool to Improve Loyalty and Sales

November 9, 2012

Reminders can be powerful personal productivity tool when used properly. On the other hand, forgetting to use them can be lead to dire consequences. Just ask anyone who has forgotten spouse’s birthday or marriage anniversary or someone who has missed the bill payment. The financial and social penalties you have to pay as a result are not trivial.
Small business owners can help customers overcome these challenges by facilitating reminders and, in the process, improve customer loyalty and sales. You can find examples of savvy businesses using reminders for these benefits if you look carefully. When I go for regular dental visit they usually set the next appointment for 6 months out. They also send me a reminder about a week in advance as the appointment approaches. Most of the car oil change locations put stickers on the windshield showing when the next oil change is due.
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Filed Under: Customers, Marketing, Sales Tagged With: Best-Practices, Customer-Service

5 Reasons Your Sales are not Growing

September 14, 2012

Many small business owners focus on wrong actions to grow their sales. They have been led to believe by the marketing folks that you have to spend money (on advertising) to make money. What else would you expect to hear from marketing? After all, it is in the best interest of those marketing people to say that. While I don’t dispute the impact of marketing and advertising on sales, I do believe that it has been overhyped. In my opinion, you need to focus on the fundamentals and other low-cost actions before you spend money on marketing.
For any business sales is a function of three business drivers – target customer market, products and customer service. Pick the right target market, develop products they would die for and deliver them with excellent customer service. Viola!! You are guaranteed to see results in terms of higher sales and profits. I know this is easier said than done, but you can take baby steps towards that goal by first understanding what you are not doing right and making incremental corrections. Here are my observations in terms of 5 actions small business owners are taking that leads to sub-optimal sales.
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Filed Under: Customers, Sales Tagged With: Advertising, upsell

Why a solid Network is a Key to Small Business Success

July 22, 2012

Building and running a successful small business is a team sport. You, as an owner, will probably play the role of a coach or a quarterback; but you are going to need more players with variety of skills to build a winning team. If someone tells you he single handedly built the successful small business, he is lying.
While it is true that you are the Chief Everything Officer (CEO) of the business responsible for taking care of all aspects it doesn’t mean that you have to do all the work yourself or that you are even capable of knowing it all. The key to success is to build a solid network of people with diverse skills who complement the skills you possess. This network acts an advisory board that you can go to for advice, concerns or to simply bounce off any ideas you might have before implementing them. This board needs to be chosen carefully so that you can get the right advice even if you may not like it or agree with it. So what types of skills should you look for when building an advisory board or a network of supporters?
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Filed Under: Customers, Management, Strategy Tagged With: Best-Practices, Business-Start, Customer-Service, Operating-Model

Customer Service Lessons from my Poor Olive Garden Experience

June 19, 2012

I am always on the lookout for lessons to be learned from my own experience as a customer. I believe small business owners can learn a lot about management and customer service by putting themselves in the shoes of customers. I was presented with such an opportunity when we visited Olive Garden restaurant in Auburn Hills, Michigan over the weekend. This was a special treat from my daughters on Father’s Day.
While I have always liked Olive Garden’s delicious food particularly the soups and salad my experience on this day left a lot to be desired from such a reputable national restaurant. Here is what happened:
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Filed Under: Customers, Management Tagged With: Communication, Customer-Complaint, Customer-Service, Restaurant

Do not Take these 5 Actions when New Competitor Moves to your Neighborhood

June 16, 2012

The scenario may look familiar to many small business owners. You are doing a brisk business with loyal customer base. The sales are growing steadily. You are making decent profit. The same holds true for other competitors in the neighborhood. The existing customers in the town are divided between your and other businesses. In short, equilibrium has been established amongst existing businesses.
And then, a new competitor decides to get a piece of the action. Suddenly, everything changes. The new competitor tries to grab customers with lower price and increased marketing. The existing ones try to hold onto their customers. Employees will leave for bigger opportunities. It’s as if someone threw a stone in the calm waters causing ripples everywhere in the neighborhood.
The initial reaction for many existing business owners may be to counter the new competitor with force right away to ensure these ripples do not cause significant damage to your boat. However, this may be a mistake. The best strategy may be to watch and plan for the future before taking radical steps. In particular, it is important NOT to do the following right away.
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Filed Under: Customers, Marketing, Strategy Tagged With: Advertising, Best-Practices, Competition, Customer-Service, Pricing

Is your Business Prepared to Sell to these 5 Customer Types?

June 12, 2012

Many small business owners fail to understand the customer base they serve and end up not being prepared to sell to those customers. How many times have you thought about various types of customers that you are selling to? Is your business ready to serve those different types of customers? Do you have marketing programs in place to attract those customers in the first place? Important questions to think about, isn’t it?
Different customers have varying types of needs. Some are looking for bargains, while others will pay premium for the quality product. By understanding the needs of customers your business can determine which customers are right for your business. You can take this approach one step further and develop customer personas based on the customer needs and purchasing habits. Personas are helpful in not only identifying the customer types, but also tailoring your marketing and operations to serve their needs. Below we have identified 5 such customer personas. Think about which ones are usually doing business with you and whether your business is prepared to serve their needs.
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Filed Under: Customers, Management, Strategy Tagged With: Best-Practices, Customer-Service, Operating-Model, Pricing

Your 90-day Action Plan after Buying a Business

May 12, 2012

The actions you take in the first 90 days after you have purchased a business are crucial for its long-term success. We showed what things you need to take care of in the first 30 days after you buy the business. I asked you not to take any major decision in that time, but to learn and document everything about the business by asking questions and observing. By the end of 30 days you should have a plan of action to improve the business in the coming days and months. The plan of action needs to fall in two categories – short-term tactical improvements and long-term strategic direction.
Your focus in the first 90 days should mostly focus on short-term improvements. The idea is to get quick benefits by taking advantage of “low hanging fruits”, while at the same time keeping long-term direction in mind. These steps you take in the first 90 days will position your business well for coming months and years.
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Filed Under: Buyers, Customers, Employees, Purchasing Tagged With: Business-Start, Hiring, Suppliers

Are you Wasting Money with These 7 Marketing Mistakes?

May 5, 2012

Many small business owners think of marketing as a black magic that involves spending lots of money in advertising in the hope that it will magically bring additional customers and sales. They get frustrated when not as many customers as they had hoped show up and the scant few that do never return again. The worst part is business owners feel they have no choice but to continue doing this because they will lose even more customers and sales otherwise. As a result, they end up wasting their hard earned money on marketing when they could have received better return on their money.
While consulting with number of small business owners we have uncovered several recurring mistakes that many of us make in terms of marketing. By simply understanding those mistakes and taking steps to avoid them from happening with your business you can not only save money on marketing, but also get much better return. The list below shows 7 common mistakes many small business owners make. We also show references to other articles that provide additional details and explain how to prevent them from hurting your business.
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Filed Under: Customers, Marketing, Sales Tagged With: Best-Practices, Community, Coupon, Customer-Service, mistakes