When to Stop Marketing
Unhappy Customers
Manners or Marketing
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When to Stop Marketing
Not while you’re in business. Marketing in tough times is challenging – here are some things to consider:
Work from the plan:
~ Read and edit your business more frequently - not less.
~ Allow some resources for both short and long term marketing. The future is just around the corner.
~ Know the things you have control over, and take action on those. Don't drain your energy and motivation worrying about things you can't control. Sell with a plan:
~ Track your sales results so you can correct your process quickly.
~ If you have a sudden drop in sales avoid panic. Keep inquiries, leads and referrals on tap and be vigilant in your follow up program.
~ Cut your marketing budget if you need to, but find new ways to market your business. A decrease in your marketing budget can’t lead to a decrease in your marketing efforts. Be creative. Live the plan:
~ Keep your head in the right place – serving your customer.
~ If something distracts you from your customer get rid of it.
~ If competition is stiff, compete.
~ People love to do business with winners because winners fight against all odds. That’s an endearing quality. Let your attitude make you a winner.
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Unhappy Customers
When your customer is unhappy, get on their side of the problem and ask the right questions.
BAD (Can't do)
"I'm sorry, but that isn't part of your service."
"It’s not in your contract.”
"We don't provide that service.”
"I'm sorry you're upset, but there's really nothing I can do."
"We're already over time and over budget on this project, so there’s not much we can do.”
BETTER (Can do) “Is this a good time to talk more about this? I’m happy to call you back when it’s most convenient for you."
"Can you tell me what you feel should have been done differently?”
"Please share with me, if you can remember, what was said or done to create that expectation, so that I can understand where you are at with this.”
"What part of this problem bothers you the most? What’s the most important aspect for you?"
"How can we fix this?”
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Manners or Marketing: Collections
Collections are no fun for you or your customer, but keeping it positive can ensure you don't offend your good customer:
~ Have a system so that your customer can expect consistency
~ Be polite but persistent
~ It's about the facts: date, amount, invoice number, services rendered
~ Don't make it personal, and don't become emotional
~ If possible be prepared with a Plan B for your customer – will you accept a payment plan? What are the consequences for a broken payment arrangement?
~ When your customer pays - thank them... and ask for the next order!
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DoubleTree Hotel
200 Marina Blvd.
Berkeley Marina
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Coming Soon SHOP TALK
What’s going on in your marketing world?
Each month we’ll hear from someone in the trenches about what’s on his or her mind lately. Look forward to hearing about what’s working, what’s not, what’s new and what’s hot in local marketing.
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