Efficiency, Increase Profits, Increase Revenue, Leadership, Mindset, People

Who’s Driving Your Business?

By John Sutherland

When business performance needs to be improved, it may well be wise to start by looking at the source of leadership in the business, and yes, as business owners, that often means looking at ourselves.

I’ve often found that where a business is not performing, the leadership direction is unclear and is not understood by the team.

So why do we need to be strong leaders?

Leadership is about painting a picture of the future in the form of a vision.

The common thing in all of the great leadership stories of the world is the ability to create a vision and then be able to share it with people.

“Leadership is a powerful creative tool and when embraced by us as business owners, it can have immense impact on our success”

Managers in corporations have been guided by this concept for some time;.

“Every executive, every manager, to fulfil the role, must have a vision – a vision of where the organisation will be and what it will look like in the future.

They must create that vision and then share it with those reporting to them, if they are to gain a high level of employee involvement and commitment and attain a high level of productivity.” – Anon

Not just for big business.

Now you might not believe it, but this isn’t just true in the realm of large organisations; it’s the same for any small to medium size business too.

The same thinking also applies to those that are currently “one-man” operations. It’s easy to forget to think strategically when it’s just you. It’s a good idea to regularly put your “leaders head” on. You’ll look at things from a different perspective when you do. Imagine that you’re the CEO at a meeting of your own board, you’ll find yourself asking different questions (of yourself). Try it…

Anyway, back to our point,

To succeed, the business owner must paint the picture, be willing to share that vision with the team, and encourage them to become part of the dream.

It is from this beginning that so many success stories have evolved. It’s the absence of this level of engagement with your team that leads to so many businesses failing.

Who’s driving your business?

So, who is driving your business? Is it you as the business leader or are you being led by external forces?, the market place, the economy, etc., or indeed being dragged along by the people that work for you!

It is in this area that most small to medium size business owners are challenged. When the future becomes unclear because of rapid and continual changes occurring within the market place or change generated by technology, without any clear direction a business can drift aimlessly and be at the mercy of those changes.

As a result we can lose control of, not only the direction of our business but ultimately in the business itself.

“Low team moral, poor performance, Poor Quality Work, Absenteeism and Resignations are some of the signs that our leadership is in need of repair.”

Increasingly, we’re encountering business owners who are looking for the help necessary to re-focus and to reignite their vision for success, and to re-engage their teams.

So, How’s your leadership?

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Marketing

In any business, the term testing and measuring should be one we use and think about frequently.

It should be an essential part of our ongoing daily/weekly & monthly tasks. What are we talking about? It’s quite simple…I’ll explain.

Testing – Why is it important?

We probably don’t realise it but we test many things in our daily lives. For example, when buying a car, you’d always take it for a test drive wouldn’t you?

So taking this idea of testing stuff out before we make a decision into our business, many businesses will embark upon expensive marketing campaigns with little or no idea of the outcome. These same businesses will spend hundreds, sometimes thousands of pounds on an ad campaign and hope they get a response. Unless we’re certain of the result we’ll get, we need to be testing any new campaign before we spend all of our marketing money on it.

It may be a whale of an idea… but, lets face it…no one knows with certainty, that it’s going to work.

It’s a fact that 80% of advertising doesn’t work, we also know that advertising itself does work, (it’s a multi-billion £ industry around the world after all), we’ve just got to find what works for us!

Now given this task and the level of uncertainty around its success, why would we not test the outcome of what we do?

So, when considering any campaign, think about how you’ll test its level of success. Remember marketing is an investment, NOT an expense, i.e. it should return more than we spend on it. So we need to be testing to see that our investment is working?

Measuring

So let’s look at measuring. There is little point in us doing testing unless we follow through with some type of analysis of the results. It’d be like having our test drive and not considering how the new car measures up against our old one

Now, back in our business… there is no point in testing the outcome of any type of marketing campaign with no measurement of it. The results will tell us if the campaign was a success, or not.

Here’s an example…

A test mailing to 500 households yields 10 responses. Each response results in an average sale of £150 with a margin of 40% that adds £60 to the company’s profits which is £600 overall (£60 x 10 responses). Still with me?

Lets assume the overall cost of the mailing is £1 each or £500 in all. We made a net profit of £100 (£600 profit less costs of £500).

The campaign appears to be a winner!

One important point to note here, notice how as this was a TEST campaign, we did it on a small scale, to test out the offer, the format, the location etc etc. i.e. test out the idea without spending all of our marketing money on it.

So what’s next? Well now that we’ve found something that seems to work, let’s ramp it up and do more of it.

Remember though to continue your testing & measuring even on the stuff that’s working. What works today will not work forever and you’ll need to know when that change happens.

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Increase Profits, Increase Revenue, Selling

What is a USP anyway?, and why do I need one?

“Businesses that are like everyone else rarely survive; they generally end up in a war with only one weapon with which to compete – Price.”

This means that ultimately you’ll lose, as there is always someone out there who will eventually come up with a way of making, selling, or doing what you do cheaper, and customers who choose on price alone are rarely loyal.

Successful businesses know that they need something that shows them to be unique.

Identifying and developing your Unique Selling Proposition (USP), can be challenging, but the reward is worth the effort as it gives your business a competitive advantage that ultimately will be reflected in your profits.

If you want to survive and to thrive then you must differentiate yourself in the eyes of your customer.

 

Your USP is the thing in marketing terms that sets you aside  from your competitors both locally and industry-wide.  It is the thing that makes you stand out, so that people will choose to do business with you rather than them.

Your USP Must Be Strong

How many businesses do you hear saying, ‘The Best Selection in Town‘ or ‘Service with a Smile.’  These phrases are worn-out, tired renditions of a ‘me too’ business.  You need to be specific.

Good Examples of a clear USP

Olay                            – You get younger looking skin

Loreal                          – Because you’re worth it

Red Bull                      – Stimulation of body and mind

Ronseal                       – You get exactly what it says on the tin

Dominos Pizza            – You get fresh, hot pizza delivered to your door in 30 minutes or less – or it’s free.

How to Identify and Develop Your USP

You shouldn’t rush or hurry the decision. Once you’ve made your impression if you then decide to change it you may begin to confuse your prospect and it may cost more money to re-implement a completely different USP. Having said that, your USP can change if the market changes or indeed when your competitors catch-up, so you’ll need to know how effective it’s being.

Domino’s had a very bold USP.  To get a pizza to anyone’s house within 30 minutes was sometimes a difficult feat to consistently accomplish.  But the rewards were fantastic.

How do you pick a USP?

One way, is to identify what needs are currently being unfulfilled within either your industry or your local market.  These are called ‘performance gaps.’
For example:   Car Repair

– Performance Gap (problem) = If Car garages had a reputation of being dishonest.

– Potential USP (solution) = ‘If It Isn’t Broke, We Won’t Fix It!’

Get the idea?   You can also have local performance gaps that will give you a great USP.  For instance, if you are an electronics outlet and carry more stock than anyone else in town, your USP could be, ‘We Have 10 Times the Selection than any shop in Town. Go Visit the Rest, Then Come Shop at the Best.’

Your USP Doesn’t Have to be Unique (?!)

A slight contradiction here I know but although a USP is a statement of your uniqueness it doesn’t always have to be something that is only unique to you…if you market it first!

For instance if you claim, “order by lunchtime, we will deliver by bedtime’. This is not a unique claim in itself, but it might be in your specific industry or market place, or you might be the first to proclaim it.
This is sometimes called ‘pre-emptive marketing.’ You can pre-empt your competitors if you take a strong benefit, whether or not it’s unique, and put your stamp on it first. Geddit?

Live Up To Your USP

Be bold when developing your USP but also be sure that you can live up to it. It should have promises, guarantees, supported by policies and procedures. You’ll need to make sure your whole team knows, buys in to and lives up to it. Having a strong USP can make your business super successful; on the other hand, having one you can’t live up to is suicide.

Integrate Your USP into Everything You Do

Once you have put some careful thought into it, you need to integrate it into everything you do. It should be found somewhere in your headlines, body copy of ads, direct-mail, emails, name cards, websites, signs, etc.  You should repeat it clearly and consistently in every one of your marketing communications.

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Mindset

For those of you that are readers of,  or have ever read a business book, you’ll more than likely have read or heard it said that you will never get any further in life than the ideas in your head.

If this is true, and to a certain extent I believe it is, it follows then that it is important to feed your mind only the right ideas. True?

There’s a story I like to tell of a hot dog vendor who sold very fine hot dogs by the side of the road. His business was booming, people loved his hot dogs, and they bought more and more.

The man believed in his business and the need for someone to do what he was doing. This man was so busy advertising and selling his hot dogs and making lots of money, that he didn’t even have time to read the newspaper or listen to the radio.

Consequently, he never heard a word about a predicted recession or the need to cut back to save the economy. As long as he continued to offer his delicious hot dogs, his customers bought them. He kept selling, and they kept buying.

Then one day his well-educated son TOLD him that an economic recession was coming. His son TOLD him that people wouldn’t have enough money to buy his hot dogs. And the hot dog vendor BELIEVED this, so he stopped advertising.

He stopped trying to sell his tasty hot dogs. He started ordering less. He even went so far as to take down the sign at his roadside stand. And sure enough, people stopped coming to him. People stopped buying his hot dogs, and he went broke. Then he thought to himself. “How smart my son is, predicting this.”

This story gives us an idea of how powerful your mind is. If you start believing something, it will happen.

So what’s this got to do with me? I hear you say.

Well you’ll have heard lots of advice on  how we should not let outside causes, like the economy, determine our level of success, right?

Of course it’s a factor, but it’s up us as business owners or leaders, and our willingness and ability to be smarter than the rest.  Smarter than those who, when times are tough, decide to cut back or even stop their marketing. Your accountant might tell you that it’s a good idea as it saves money, my advice is, don’t listen.

Recession? Down-turn in the economy? Bring it on!

This might sound crazy but a recession or downturn in the economy can actually be a positive thing.

Why? Because those businesses who decide that their fate lies in the hands of others, those who decide to stop or cut right back on their marketing spend to save money, will be some of those who fall by the way-side.

So when the economy recovers, what are left are the stronger, smarter businesses, those who decided to work that little bit harder when the going got tough, and guess what, they’re now in an even better position as some of their competition has disappeared!

So, are you planning just to ride out this tough economy and just survive, or are you one of the smarter ones, that despite the economy, are just working that little bit harder and still looking to succeed?

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Increase Profits, Increase Revenue, Selling

As a business owner, have you ever wondered how to wow your customers?, and at the same time get introduced to more new ones?

One of the most under utilised, yet, extremely effective methods to do this is something called a “Host Beneficiary” or “host ben” for short.

Usually, the first reaction I get when I mention this is; “host what?”

Now I actually love to get that reaction because it usually means that I’m just about to teach my client something new, that also promises great results..

The way it works is quite clever. The main purpose of the strategy is to introduce your business to the database of another business, and vice versa

Now, don’t worry, this doesnt mean that you directly share access to your or your partners data, the entire control can and in most cases does, remain with the owner of the database.

One of the keys to this is to first of all offer something of value to the other business that you’re working with. I.e. Offer a product or service that would be a benefit to the customers of the other business. Ok?

As an example, a fitness centre could offer the products of a health food store to its members, (and of course vice versa).

The aim is that the Fitness Centre is able to offer something extra to it’s customers . The customers see this as an additional benefit of being a member of the Fitness Club. Do you see?
And wait for it, the even better news is that it doesn’t cost the host ben, (the fitness centre in our example),  a penny, because we, as the provider, organise the whole thing.

Why would that be a good idea from your point of view? Simple, you get to be exposed to the database of another business and can significantly improve the size of yours if people respond to the offer.
So this is a real WIN:WIN strategy, you get exposed to lots more customers, your partner gets to provide extra stuff to their customers, adding to their hopefully already great service & product

To make this strategy extremely effective, you must be able to sell the benefits of it to the host ben business and prove what a cheap and effective method this can be for both of you.

You can make it easier for them by drafting the letter that can be used in the mail out or ad which would then be produced with the their letterhead or brand.

The results can be staggering.

What is more fascinating is that you can reverse the favour and make the offer of the other business’ products or services to your customers.

The most important thing to remember is that you must target the host bens whose target market (i.e. customer profile) matches yours; otherwise, you are unlikely to get repeat business from those taking up the offer.

Remember, selling to people once is a promotion, selling to them repeatedly means that they are your customers.

Most of all have FUN with it and it will reap you the rewards you deserve because you tried something new.

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Increase Profits, Increase Revenue, Selling

You know how it is,
the media is constantly reminding us that things are pretty bleak, right? You cant turn on the TV or pick up your newspaper without hearing about the world economic crisis, Property Prices stagnating, You cant borrow any money, Energy Prices going up , Cuts in government spending, Job losses etc. etc, they paint a pretty black picture.

Not only is it essential as a Business Owner that you put up your Star Trek style shields to deflect this negativity – it’s also worth remembering that outside causes, economic or otherwise, are NOT going to determine what happens for you this year.

Sure the economy etc is a factor, but there’s only one KEY factor that will decide whether  its a struggle or a joy for you – and that’s YOU.

In the context of business, it’s your willingness and ability to be smarter than the rest, smarter than the moaning people and intelligently use whatever the world offers you.

So, what can we do to affect our success? Well here’s one idea….

Boosting your Average Sale Value

AVERAGE  SALE VALUE?? What’s all that about then?
Well some customers might spend 500 (insert the currency of your choice),  while others 23.50 – the average  sale value is just that: the AVERAGE  spend from everyone who does business with you.  All you need to do is divide what’s in the till with the number of transactions you’ve made. Get it? (by the way, this is true for all types of business, not just those that have tills!)

I know you’ll tell me that your products or services have such varied prices that this number wont be realistic for you, (in fact somebody said that to me just today), but can you have an Average Sale Value for each line or type of product of service you sell?, of course you can.

Just like the staff at those fast food restaurants (you know the ones I mean), who always ask “Would you like fries with that?”, its a good idea to look for ways of increasing your average sale.  Even though most people say NO to the fries, think of the millions of extra revenue they make a day from those that do say YES.  Now consider how a similar strategy could unlock another goldmine for you.

So what are the “fries with that” products or services in your business?

The key is remembering that it only takes slight improvements to make a drastic difference to your profitability.  These customers are already doing business with you and any little extra you can add on is all cream.

There are subtle and not so subtle ways of doing it.  Here are a few simple ideas…..

Up Sell …

This can be done when you have a basic and deluxe version of a particular product, (if you dont have this, think of a way that you could).  It works by selling your customer a more expensive version of the product they’re looking at, based on its benefits.  When up selling it’s important to explain how the more expensive model will better suit their long term needs.

Cross or Add On Sell …

A technique that is successfully used by many large companies (see above).  It can be very effective when selling products or services that are used in conjunction with others.  A good example of this would be selling your customers a watering system when they buy a quantity of lawn seed.  Or try buying a suit without the sales assistant offering you to try a vast array of ties.  You can also cross sell associated products or services on a commission basis with another company.

Down Sell …

Show them the highest priced item first,  then the one that’s just a little more expensive than they’d planned seems extremely cheap.

This can be really effective when your customer can’t afford a more expensive item.  Rather than attempting to only sell them a higher priced item, and as a result losing the sale altogether, you simply sell them a similar product that fits just above their budget.

So get your thinking cap on, what could you do to increase your average sale value, starting today? (knowing it, is a good starting point. I find that most businesses don’t) Employing strategies to boost your Average Sale Value is an effective way of increasing your revenue & profits, but then you probably just worked that out for yourself, right?

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Planning

Goal setting is as important in personal life as it is in business. All of the self-help literature and books on the subject stress the importance of setting ourselves goals. We’re told to set long-term goals, short-term goals, lifetime goals and even personal goals.

So why bother to set goals in your life or your business? Well, It’s about ‘eating the elephant, one bite at a time’ and of turning a vision or a dream into achievable, actionable things.

Studies show that it’s the common denominator of successful individuals and businesses.

Despite their obvious value, our experience with goals shows that some of us are good at setting and sticking to them, achieving great results and others can’t keep a New Year’s resolution to stop smoking for two days in a row.

So why don’t we do it?

Often our failure to set goals can be seen as a fear of failure itself. That is, the blow to our confidence when we don’t reach our target.

When we make and keep commitments, it reflects the amount of trust we have in ourselves. We increase our confidence to make and keep commitments to others and ourselves. However, when we don’t achieve them we lose that same confidence in our ability to make and keep commitments to others and to trust ourselves.

There are many reasons why we don’t achieve our goals. Sometimes the goals we set are unrealistic. New Year’s resolutions are typical examples.

Suddenly, we expect to change the way we eat, or the way we exercise just because the calendar changes. It’s like expecting a child that’s never ridden a bike to suddenly jump on and go, or to run a marathon without months of training. These goals are based on illusion with little regard to natural growth. You must be able to crawl before you walk.

So, how do we set and achieve goals?

Stephen R. Covey says it best in his book “7 Habits of Highly Effective People”. “To begin with the end in mind means to start with a clear understanding of your destination. It means to know where you’re going so that you better understand where you are now and so that the steps you take are always in the right direction.”

The benefits of Specific, Measurable, Achievable, Results orientated, Time-framed (S.M.A.R.T) goals have been written about in books for years. So, it follows that goal setting is obviously a powerful process.

An example of a S.M.A.R.T. goal might look something like the following:

WHAT

My goal is to maintain a healthy body.

WHY

So that:

I can be fit to do the things I enjoy.
I can be an example to my children in health management.
I can build my personal character strength.

HOW

Good Nutrition. I will increase my intake of fresh fruits and vegetables and decrease my intake of sugar, fats, salt and red meat.
Physical. I will exercise aerobically 3 times a week for 30-minute periods.
Focus. I will be aware of my body and look out for any health problems.

Focusing on the smaller, short-term goals and achieving success will give you the confidence to set other goals. So, remember, set your goals based on the S.M.A.R.T. principle to have the best chance of achieving them.

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Productivity

The Power of Priorities

There are two things that most business people find very challenging, they are;

  • Thinking ahead, and
  • Doing things in order of importance

Doing these two things can make the difference between success in business and just surviving. And the same is true for all areas of our lives.

Leadership trainer and author John Maxwell says, “Thinking ahead and prioritising responsibilities marks the major differences between a leader and a follower.”

Most people have heard of the Pareto Principle, more commonly known as the 80/20 rule. Roughly stated this says that in most businesses 80% of your business comes from 20 % of your customers.

Other examples of the Pareto Principle are:

  • Reading            20 percent of the book contains 80 percent of the content.
  • Job                   20 percent of our work gives us 80 percent of our satisfaction.
  • Products           20 percent of the products bring in 80 percent of the profits.
  • Barbeque          20 percent of the people will eat 80 percent of the food!

So… when it comes to your business priorities, 20 percent of your priorities will give you 80 percent of your production IF you spend your time, energy, money and personnel on the top 20 percent of your priorities.

When you do this you are getting a 400% or fourfold return in productivity. Think what that would mean in your business!

Every business person needs to understand the Pareto Principle as it applies to the areas of customers, team and leadership.

In the area of customers, it is vital to identify the 20 percent who account for 80 percent of your business. These are your “raving fans” and strategies must be put in place to care for them accordingly.

For your team,  identify the top 20 percent producers. Spend 80 percent of your people time with these people to develop them to their full potential.

In leadership, take an honest look at the question “What do I have to do that no one else can do?” Remember a leader can give up everything except final responsibility. You can decide whether you will be reactive or proactive when it comes to the use of your time.

The question is not, “Will I be busy?” but “How will I invest my time?” It’s not “Will my calendar be full?” but “Who will fill my calendar?” It’s not “Will I see people?” but “Who will I see?”

Do this and watch your productivity and personal satisfaction rise to new heights!

 

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Selling

There’s a general perception in business that people are buying based on price alone.

Could it be that the only reason our customer asks for the price upfront, is because we have trained them to do just that?

More often than not, people go into or call a shop/showroom/business not really knowing what model, style, colour or features they are looking for and so often start by purely asking for the price?

At this point should the salesperson say, “That’s £29.95” or should they ask the customer some questions about what it is they are looking to use the product/service for?

Let’s take a simple example of someone buying a kettle.
Now in most people’s eyes a kettle is a kettle, but it can have many different features and offer different benefits.

So what if we get our sales person to say to the customer,

“Just so I can help you better, is it okay if I ask you a couple of questions about the kettle you’re looking for?”

This is a better response than simply telling them price, I’m sure you’ll agree?
Usually, the customer will be happy to answer any questions designed to help as they would obviously like to find the kettle that best suits their needs.

The sales person can then ask questions like:

  • “Are you looking to replace an existing kettle or is it a gift for someone?”
  • “Do you regularly use your kettle or is it rarely used?”
  • “Have you seen the cordless options that are available?” (you know, those higher margin ones!)
  • “Are you looking for something to match your kitchen?”
  • “So what colour are you looking for?”
  • “Kettles come in different cup capacity; do you require 10-cup capacity or is five a better size for you?”

From these questions, the customer gets the idea that the sales person is genuinely interested in their needs, and that they’re able to offer options in the most suitable kettles based on what they want, (and guess what?, they’ll remember this good experience, maybe tell their friends, and come back for more)

The issue of price, is therefore, negated. It is just a matter of now asking the customer to buy the kettle and close the sale.

A good salesperson would then ask, “Well, based on what we have just spoken about, there are two options to choose from, model x and model y; which one suits you best?”

Finally, he can ask, “Great, would you like to pay for that by cash or on a credit card, and can I take this to the checkout for you…

This example was based on a kettle- a relatively small value item.
Does this apply to other businesses? Yes absolutely, this process works equally well on cars, retail, houses, furniture, service-based businesses and any other product or service there is.

So, work out what your customers are actually looking for and when they ask for the price, you can help them to consider what’s most important to them in their buying decision.

Remember, most people buy on VALUE, not price

 

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Customer Retention

Market research has shown that most of us would rather switch suppliers than complain:Customers Buying

96% of unhappy customers say nothing … to their now former supplier; they simply don’t return.
Instead, they tell their sad story to approximately nine or ten of their friends, who then pass it on to their friends etc.  13% actually tell 20 or more people!

Of the 4% that do complain, 95% stay with their current supplier when their problem is resolved quickly and to their satisfaction. In fact, they perceive the remedy to be so fantastic that they typically remark positively about it to five of their friends. Contrast this with satisfied clients, who usually say nothing or at most tell one or two friends about you and your products. The bottom line:

“complaining customers should be cherished as valuable partners helping you improve and grow your business.”

Additional research identified the reasons that customers left:

1% … Death  (fair enough!)

3% … Moved Away

5% … Buy from a friend

9% … Sold to by your competitor

14% … Product/Price issues

68% … Perceived indifference

68% PERCEIVED INDIFFERENCE!!! – Two out of three unhappy customers complained with their feet about the quality of their relationship with you. They just didn’t feel that you cared enough about them!!

Customer’s feelings about their suppliers are organised into four levels;

  1. Confidence (Trust & dependability)
  2. Justice (Fair treatment)
  3. Pride (Mutual respect)
  4. Passion (Inspiration)

To achieve levels 3 & 4 you have to go through 1 & 2. Customers leaving you complaining about price are either not confident that they are getting good value or are unhappy with how their problems were handled; i.e. levels 1 and 2.

So what is the secret formula for customer care to create a positive and memorable experience that shows that you do care?

  • REACT – Tell them that you understand how they feel and ask them to tell you more. Then LISTEN, patiently and empathetically.
  • RESPOND – Apologise to them and thank them for coming forward. Ask them what they think is fair.
  • RECOVER – Solve their problem quickly and completely.
  • +1 – Add a bonus as “Customer Insurance … to ensure that the story (they tell) will be positive and the customer will be saved.” For example, “you check into a hotel and your room isn’t ready. The receptionist says ‘Mr. Smith, you’re in luck! Your room isn’t ready. That means you get to eat breakfast for free AND (the plus) use our business centre for free!’ WOW!

Do you see? Customers don’t make up stories about you. You do, by what you say and do. Customers simply retell them. A customer will either say something good about you, nothing about you or something bad about you. By your words and actions you determine which it is.

But why wait until you have a customer complaining? Think about what you can do now to shape a remarkable experience with each “normal” customer interaction? How can you WOW your customers every day? How do you answer the phone? How do you take a message? How do you greet customers and prospects when they come to your shop or office? When delivering your product, do you thank them and tell them that you appreciate their business? What can you do to help them look and feel better?

Imagine arriving five minutes early for your appointment and being shown immediately into your private relaxation room. A waterfall in the corner is filling the room with soothing sounds that harmoniously mix with the gentle music playing in the background. You sit in a relaxing massage chair with your favourite beverage as you wait. An attendant quietly enters the room and prepares a hot paraffin wax treatment for your hands. Just another session at your local health club? No, you are about to get your teeth cleaned at Dr Smith’s dental practice.

You might ask: What does this have to do with good dentistry? NOTHING. What does this have to do with good business and great customer care? EVERYTHING! You may not have the type of business where you can deliver spa-like treatment to your customers, and it might not be what us northern-folk would like anyway, but you can certainly find interesting ways to inspire them, provide exceptional service, and WOW them.  Be thoughtful and creative; not only will they return, they will tell raving tales about you to their friends.

 

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