Customer Service No-No’s

I noticed two interesting news headlines in the last few days.
Firstly, the OECD say that we are ‘at the bottom’ of the current economic recession – actually a positive thing, because it suggests (without promising) that things may begin the slow climb back to prosperity in the near future. The second indicated that the UK economy suffered a 2.4% shrinkage in the first quarter of 2009 – 0.5% worse than predicted and the worst for 51 years, apparently. Again,
although it may not at first blush seem like it, this is good news.
These type of figures are by definition retrospective – they look back at a period we have already lived through. There are many signs of recovery, mostly in the form of a slowdown in bad news!

In this week’s Marketing Edge (out for publiction tomorrow) we are re-running what was one of the most popular articles of 2008 – a critical look at customer service no-no’s. Remember that everyone struggles in a recession, but those who take customer service lightly will continue to struggle even when conditions improve. So take the key points to heart and root poor customer service out of your organisation. When you do, your customers will show their appreciation via longer, more profitable business relationships.

Sign up for your free subscription at: www.zee2a.com and make sure to verify your request before midnight tonight!

How’s your game?

Today’s feature article has been guest authored by fellow Sales Coach and contact of Vanessa’s, Adrian Miller. In it she tackles the issue of dropping the ball while networking. Our clients and seminar delegates will know that here at Zee2A we use the analogy of a relay race and talk of ‘dropping the baton.’ The principles are exactly the same.

For more top tips on getting the most from your networking why not take a look at our best selling Performance Tuned Networking ‘Seminar-in-a-Box’. It contains over three hours of powerful instruction you can work through at your own pace, and really start ramping up your results in this area!

 

Don’t Drop the Networking Ball!

(Guest authored by Adrian Miller)

Dropping the ball in the game of networking is akin to not catching a fly ball in baseball. Others are counting on you to successfully execute the play and keep the game going. Let the ball drop too many times, and you’ll be booted off of the team.

Networking is entirely about follow through. Just like in baseball, a networking introduction is like a spectacular ball that is heading right for you. You need to keep your eye on it and reach out if you’re going to make the most of the opportunity.

Too often, individuals get busy and forget to make contact with leads that were given to them or don’t follow up with the individuals who facilitated the introductions. Both slip ups are grievous errors in the realm of networking and can really tick off those who have put time and energy into helping you. If you’re guilty of lack of networking follow up and follow through, don’t be surprised if you’re given the “three strikes and you’re out” treatment from your colleagues and acquaintances. No one is going to continue to help someone who isn’t appreciative.

Don’t let yourself be demoted to the minor leagues of networking. Follow these tips and stay in the game:

Say Thank You

As soon as you obtain a lead from someone who has facilitated an introduction, thank them! Don’t wait for a week to go by, and don’t blow it off as something of little importance. A networking lead is a gift, so be gracious even if you don’t think it’s going to amount to a new business opportunity. Write a hand-written note or offer to take them to lunch. Don’t just send a lame, half-hearted thank you email. Remember, no one is going to go out of their way for you if you’re not enthusiastic in your response!

Keep Organized

Use a system for keeping track of your leads and who has provided them to you. Don’t let the information get buried in your email or on your desk.

Follow Up Promptly with the Lead

Develop a rule for yourself for the maximum amount of time you will take to contact a new lead. Ideally, it shouldn’t take you longer than 24 hours to make that first contact.

Follow Up Promptly with the Facilitator

Your work is not done once you’ve had that initial conversation. Now, you need to contact the person who facilitated the lead and give them an update. This step is frequently forgotten but vitally important to maintaining good networking relationships.

Reciprocate

Networking is not just about you receiving new contacts. It’s also about you reciprocating the favors bestowed upon you. Be generous about helping others, making introductions, and offering assistance whenever you have the chance.

©Adrian Miller. Adrian Miller is a sales trainer, consultant, speaker and author. She launched her firm Adrian Miller Sales Training 21 years ago and works in a vast diversity of industries providing real world solutions for real world situations, on-site and through webinars and teleclasses. She recently started Adrian’s Network, a virtual business networking community that is gaining new members every day. Adrian can be reached here.

Is your business the best-kept secret in the industry?

Many small businesses like yours are able to deliver a far more personal, tailored service to clients than your larger competitors, and have very satisfied customers because of it. Unfortunately nobody else seems to know, so prospects go to the competitor blissfully unaware that they could get a far better service from you for a very similar price! If only you could develop branding like theirs to attract prospects!

But why not?

Would you like to know how you can develop a powerful brand that will make your sales cycles shorter and close more deals at list price?

Our free five-part eCourse will help you to understand the common elements of all great brands (no, they don’t include a fancy logo!) and will provide you with simple tools to begin crafting your brand.

Learn more about it and claim your free access HERE and you could begin the process of lifting your service offerings out of the ‘commodity morass’ and into Premium Brand territory today!

Online vs Offline?

Philip Rosenthal sent Vanessa an email asking:

‘How much effort should a consultant put into their online presence versus offline face to face networking?

It may be different for different consultants, but how do you decide how much time to put in or what mix of time to put into different areas? I am concerned that online marketing is a potentially endless sink of time and am not sure what the returns will be compared with traditional marketing.

Also, I have been on [a particular online networking facility] for less than a month and have about 30 connections – some of whom are people I don’t really know but are members of professional societies of which I am also a member and live in the same city as me – I hope to get to know them better this way. Any suggestions?’

Hello Philip,

Great question, and one which I’m sure many other Marketing Edge readers are wondering about. You raise three separate points, which I’ll address one by one:

Online vs offline networking

How much time you decide to spend in one area versus the other depends entirely on where your prospects are and you may have to do some research of your own to find out where that is. As a business owner with many commitments you simply cannot afford to waste your time, money and effort in activities that have minimal impact.

Are your prospects researching and making buying decisions from behind their PCs? If so, are they building relationships with potential suppliers through social networking, or are they using search engines to find information on specific services? (Two distinctly different approaches!) Or are they making those decisions on the golf course? Do they read specific trade journals or attend business to business shows and exhibitions? Find that out, then find a way to regularly get in front of them.

The returns compared with traditional marketing

Any marketing you do – whether online or otherwise must fit in with an overall strategy. They cannot be adhoc events or activities that get done on a whim and without proper forethought and planning. Remember too, that not all methods work for everyone. You have to test it and measure it. If it works, do more of the same. If it doesn’t work, or doesn’t work well enough, change tactics.

For example: Just because you’ve always had an advert in the Yellow Pages doesn’t mean you should just keep on renewing it. Do you know how much business you actually get because of that advert?

The same principle applies to your weekly networking breakfast; your brochures; your website; etc. Don’t blindly keep doing something just because you think you should, or because you think that ‘doing something is better than doing nothing.’

Getting to know your contacts better

Well done for creating an online profile and getting active in making connections! (For some top tips on creating and maintaining your profile, see my article Revamp Your Online Presence in Four Easy Steps.) It is important that your connections have substance and that you can add value to each others’ networks.

What is the point of hundreds of connections that are just there to boost your numbers, but you know nothing about each other and never interact? It would be just as ludicrous to collect hundreds of business cards at face-to-face events and stuff them into an overflowing business card folder that never gets opened again, other than to add more cards!

Your approach to connecting with fellow members of professional societies you belong to and people who live in the same town as you is a good place to start. May I suggest you take the initiative in arranging a meet-up to build those connections into REAL relationships. Perhaps something like meeting for a drink after work – invite all thirty connections and see who turns up. Not only will you benefit from getting to know them better, but they will benefit from meeting each other too. (By the way: This suggestion works equally well if applied to that over-stuffed business card holder too!)

Thank you for your question,

 

Other readers with questions are invited to submit them here and we’ll do our best to answer them in an upcoming issue.

Stop losing leads and opportunities!

The World is Owned by People Who Follow Up

(Guest authored by Colleen Francis)

Two months ago, a freelance photographer was at an event I attended and took some photos of me giving a presentation. I gave the photographer my card and asked him to please call me when he had prints available to sell, as I needed some updated action shots. After I saw the prints on line for sale as hard copies I emailed him inquiring about buying the electronic copies. You could say that basically, I begged to be a customer But, did he follow up?… NO. I have still not been able to buy photos from him.

Then, shortly after, by the luck of the draw, I had a phone conversation with a prospect at a technology call center in Ottawa, from whom I learned that “call center” work was a fill-in job for her. She is a struggling young fashion and portrait photographer with a small studio downtown. So, I asked her to please email me info about how to make an appointment for a photo shoot… and, you guessed it, I haven’t heard a peep from her either! She’s struggling and I’m begging to be a customer… and no follow up.

Last year I wanted to rent a cottage for six weekends during the off season and the cottage owner never returned one of my four emails.

You probably have endless stories in your own life, just like these… and I bet it drives you nuts too. There are a few businesses that do “get it”. Last week I received two E-reminders from my personal trainer – that I have not been to the gym in a while and bathing suit season is close. Bless him! – I went for my first personal training session in five months last week. Ouch.

The million dollar question is…

Who’s following up with your clients? Who’s following up on sales leads and opportunities? You or the competition? Who’s immediately following up on customer complaints to create a positive outcome… or are complaints just left to fester?

If you are a manager, are you following up on your team’s commitments to increase sales, reduce expenses, meet sign and submit deadlines, eliminate cancellations, and ensure prompt follow up with pending clients? And who’s following up with your CRM vendors, printers, marketing departments and other internal partners to make sure that they don’t let you down? Are you following up on your own promises to customers, staff and family?

What will you do?

So, what will you do to improve your track record in the “follow-up department” in every part of your business… and your life? This week, make a commitment to follow up with everyone who bought last month. Send them a thank you note – if you didn’t do that the day after the sale, and call them to ensure they are happy with your product!

©Colleen Francis is the Founder and President of Engage Selling Solutions, which delivers sales solutions that realize immediate results, achieve lasting success and permanently raise the client’s bottom line. Reach her at Engage Selling Solutions

Do You Need More Customers?

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There are also a number of complimentary bonuses you’ll receive: including an audio programme to help you develop your own powerful ‘Verbal Signature’ (a key marketing message); and an ebook covering the seven core principles that have to be at the heart of marketing your business. See more about the FREE STUFF at: http://www.zee2a.com/freestuff.html

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How to Scale a ‘Ten Foot Wall’ of Objections

Do you frequently struggle with overcoming objections from your prospects? Do you often feel that they are nothing more than excuses? Then you’ll really appreciate today’s feature article guest authored by Robert Middleton. Robert is one of the mentors we’ve worked with previously, and in fact worked very closely with, in person. Enjoy the article.

The Ten Foot Wall

I’ve found that there are three big objections that frequently come up when anyone is looking at retaining the services of a professional.

1. I don’t have the money.
2. I don’t have the time.
3. I’m not ready/can’t do it/am not able.

This is assuming everything else fits. They have the need and you have the services that can help them. They like you and trust you and you are both excited about the possibilities.

But then an objection bomb falls. So what do you do?

First of all, it’s important for you, the professional, to understand the nature of the objection. And the first fact about all three objections is that they are lies. Everytime.

Even if they really don’t have the money, have absolutely no time and are in some way not ready or able, they are lies. I suppose a softer way to say it is that they are excuses. And excuses are lies.

We lie because we have not made the distinction between an external reality and our belief about confronting that reality. To most of us they are exactly the same. For instance:

• I don’t have the money now = I can’t raise the money.
• I have a completely booked schedule = I can’t make the time.
• I don’t have the experience = I’ll never really be ready or able.

Several years ago I participated in a workshop that included a ropes course. And one of the exercises was getting over a ten foot wall. The reality was that the wall was ten feet high. Everything else I thought about it was a lie: “I’ll never get over it, it’s too high, I’ll hurt myself, this is impossible, etc., etc.”

And then our instructor told our small team that it was time to go over the wall. And he really had no interest in our reasons why it was impossible. “It’s a ten foot wall. Now go over the wall.”

So we put our heads together and in just a few minutes (no kidding!), amazingly to me, we found a way to get over the wall.

And this is exactly how a potential client looks at working with you. They see a high fee, a commitment of time and a challenge that they have never faced before – a ten foot wall.

So the immediate knee-jerk reaction is to lie about the wall.

And the worst mistake you can make is to believe the lie. “Yes, that wall is too high. You’re right, it’s impossible to get over. I understand how hard it is, so let me call you back in a few months and see if you’re ready to get over the wall then.”

I promise you, they won’t be ready.

Again, assuming the work or project is right for them and they will gain a real benefit from working with you, then it is simply irresponsible to buy into their lie. You are definitely not serving their best interests if you “just let it slide.”

So what do you say when they lie to you like this?

You tell them the truth:

“This is something you really want to do, right?”

“Yes it is.”

“And if we do this, you agree that it will make a huge difference in your business (or life), correct?”

“Yes, it will.”

“Then I’d like you to make a commitment to move forward. And when you do that, we’ll work together to find a way to pay for it (or fit it into your schedule or get past your uncertainty). Are you willing to do that?”

“Well, I’m not sure. What if I can’t pay for it (or find the time or get past my uncertainties)?”

“Let’s do this: You make the commitment and I promise we’ll find a way to make it work. The worst that could happen is that things will get delayed a little while. But I know when you make the commitment, we can make it happen.”

“OK, let’s do it!”

Will it always go like this? Can you use this script verbatim? What if they accuse you of pressuring them? What if they tell you never to darken their doorway again?

All I can tell you is that if you make the commitment to take a stand for the truth about the difference your work will make for your clients (and don’t back down when they tell you lies), you will have a client who puts themselves completely in your hands and produces a magnificent outcome.

Give it a shot. What’s the worst that could happen?

©Robert Middleton, the owner of Action Plan Marketing, has been helping Independent Professionals be better marketers since 1984. On his web site ActionPlan.com find valuable resources, products and programs for attracting more clients and get a free copy of his Marketing Plan Start-Up Kit.

Stress Reduction Techniques?

Got a lot of stress?

Ms Rabble has some interesting thoughts….. we’d love to hear yours!

Call For Guest Authors

If you are an expert in your field and have a quality article that you think Marketing Edge readers would benefit from, we want to hear from you! We are particularly keen on the following topics to satisfy reader requests:

• Blogging
• Delegating and Outsourcing
• Planning and Organising

Please send your articles (maximum of 1000 words) to info @ zee2a . com together with a photo and brief author bio. If we like your article, we will run it in a future issue. 

Our Marketing Edge readers are mainly self employed professionals, and are largely based in and around the UK, Europe, and the USA. But we also have a sprinkling of subscribers throughout Africa, the Far East, Indian sub-continent and Australasia – so while you won’t be paid for your article, you will get some great exposure!

News Worth Shouting From The Rooftops

One of our mentoring clients has just recently broken in to a brand new market valued at over One Hundred Million Pounds. Obviously news like that is big stuff and worth shouting from the rooftops – but how exactly do you do that without literally climbing on the roof with a loud-hailer? What if it was your business that had big news to share?

No doubt many of you have either heard about or even issued Press Releases to make announcements before. Well, today’s  article, guest authored by Laurie Dart discusses how to write brilliant press releases. In the article she shares ten best-practise suggestions that will ensure you get the media attention you’re after.

Happy reading!

10 Tips to Ensure Your
Press Release Is Published