The Ultimate Marketing Secret for Small Business
by Jim Allen
Hold on a second! I know you’re eager discover this marketing
“secret” is, but before we get to that, I’d like you to
do a quick exercise. So grab a pen and a piece of paper,
this won’t take long. Ready? Write down every method you
currently use for marketing your business. Take your time.
Put down every technique you employ. Let me know when you’ve
finished. All done?
So, what’s on your list?
Chances are you have the usual marketing tools: newspaper,
radio and television ads; showcase videos; web sites; business
cards, etc. You probably have some of the more “advanced”
techniques, too: writing a regular column for a newspaper/magazine;
vehicle placards/window detailing; regularly attending professional/association
meetings; teaching classes; sponsoring community events;
referrals agreements; etc. All are useful tools for marketing
your business. But there’s another must have that you need
on your list. I call it the ultimate marketing secret because
an amazing number of businesses overlook it.
So what is this remarkably effective marketing method?
Simple: CUSTOMER SERVICE. I don’t just mean simple customer
service. I mean honest-to-goodness, 110% knock-your-socks-off-before-during-and-
long-after-the-sale, gotta-love-this customer care. Or,
as marketing guru Jay Conrad Levinson says, “customer bliss.”
Too easy an answer, you say?
Doesn’t matter, it’s true. Whether you believe it or not,
the fact of the matter is, everything you do is marketing!
And customer service is the primary “contact point” for
the customer. It’s what they will remember most about dealing
with you and your business. If any aspect of your customer
service falls below their needs, you’ve lost. Sure, you
might have a contract that keeps your from losing their
business -- this time. But you won’t get it again. Yahoo!
executive Tim Sanders says in his new book LOVE IS THE KILLER
APP, “At a time when more of us have more options than ever,
there’s no need to put up with a product or service that
doesn’t deliver, [or] a company that we don’t like.” Customers
know this instinctively and, as the saying goes, will “vote
with their feet” as they walk away from your business and
head over to your competitor. If you want to attract and
keep more customers, focus on developing exemplary customer
service first and foremost! Even before you spend another
dime on advertising. And remember, customers base that decision
on THEIR definition of service, not yours.
How can you create great customer service?
Start by focusing on the customer. “The best service that
you can give customers is to solve their problems,” says
Thomas Proulx, President/CEO of Netpulse Communications.
“Even better is to solve a problem for them before they
even know they have a problem.” Look at every aspect of
your service through the client’s eyes.
Examine every interaction with you and your business from
their perspective: What problems might they have understanding
what services you provide? What materials need to be clearer?
Better defined? Easier to read? Easier to get? Are you available
at the times they need you most? Are your business hours
compatible with their availability? How easy is it to contact
you (and actually get through to you)? How quickly do you
return calls? Answer emails? When they call, do they know
whom they’re speaking with? Is your answering system clear
and easy to navigate? Do your marketing materials (business
cards, ads, flyers, etc.) all show the same information
and contact numbers? Is it easy to find you/your office?
Do you have ready access to a list of people who can help
your clients with ancillary services they may need (notary
public, inspectors, insurance, etc.)? Do you have systems
in place to quickly obtain/retain/access needed client information?
And that’s just the start. You must review everything
that the client sees, hears, touches, talks to, interacts
with in the process of doing business with you and ask yourself:
“Is this helpful to my clients? Is this giving them exactly
what they need most?” When you start answering “yes” to
those questions 100% of the time, you’ll be on your way
to providing that oh-so-desired blissful customer service
experience. So there. The ultimate marketing secret is out
of the bag.
Who’s gonna use it first? You… or your competition?
About the Author
Jim Allen, a small business marketing coach, helps small
business owners & creative professionals profit from low-
and no-cost guerilla marketing techniques. For more ideas,
subscribe to Jim’s free bi-weekly newsletter, THE BIG IDEA,
by sending a blank email to: mailto:Subscribe@CoachJim.com
. Jim Allen may be contacted at http://www.CoachJim.com
. Jim Allen, the Big Idea Coach, helps you make your small
ideas big & your big ideas real.
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