Connecting Your Brand With Your Customers
26 Aug 2013 Leave a Comment
in Marketing, Marketing TIPS Tags: branding, inspiration, relationship building, selling
Connecting Your Brand With Your Customers
No business starts with the mission of becoming run of the mill and ordinary. But somewhere along the way, after the excitement wears off and the daily routines take over, some businesses seem to lose their way.
Running and managing a business isn’t for the faint of heart.
The daily tasks of keeping the operation flowing smoothly and bringing in enough revenue to keep the lights on while managing customer demands has a way of making one forget about the dream of creating an extraordinary business.
But the reality is that the customers of today want more than just a product or service. They want an experience. Simple delivery of goods and services may bring a customer in, but it takes more effort to turn that buyer into a steady client who will come back often.
Businesses that provide a way for the customer to feel like they’re part of something special (and maybe even a little extraordinary) attract the kind of clients who not only return themselves but also refer others to enjoy the same level of service they loved.
People have a way of flocking to businesses that give them this type of unexpected experience.
Who wants to go somewhere ordinary when they can experience a business that makes them feel wanted and special? Most people expect average, so when they find a business that goes above and beyond, they don’t need prompting to refer others.
Being different and offering an experience in addition to products and services doesn’t have to be difficult. It only requires that you stand apart from your competitors. Sometimes all that takes are some simple tweaks.
Going above and beyond might be as simple as the presentation you make when you deliver your products and services. The Apple iPhone is just a smartphone. However, from the product announcement down to the packaging, the stage is set that you’re about to experience something extraordinary.
How can you package what you sell in a way that sets you apart?
When you give your customers the expectation that they’re part of something special (a fun company that makes them feel exclusive), then you’ve gone from an ordinary company with a logo to a brand that connects with its clients.
Customers connect with brands that make them feel special. The revenue and profits flow naturally when you can achieve that level of branding.
Here at Print & Copy Factory, we go a long way to help you keep your brand consistent with all of your marketing materials. We may not be the cheapest printer in town, but – the care it takes to help you build your business with consistent marketing materials, marketing messages and strategies is priceless. If you would like to know more about how we can help you with your branding, come to our marketing classes. Contact us at work, 360-738-4931 and talk to Becky.
6 Ways to Ramp Up Your Referral Marketing
26 Aug 2013 Leave a Comment
in increase business ideas Tags: CRM, goals, referrals, relationship building, Sales, Sales Calls, sales tips, time management, tips
It’s no secret that one of the best ways to grow a business is through strong referrals. Whether these referrals come to you through a system you have in place or because of the solid reputation your business has built over the years, each referral is a precious gift. You have one chance to turn this opportunity into a client who will in turn refer others to your business.
If you drop the ball in some way, not only will you lose this chance for new business, but you could also discourage others from referring business to you. Therefore, you must handle these warm leads with extreme care. Here are six key steps to consider as you guide a referral into becoming a real customer.
- Respond quickly. Nothing will stop a referral process faster than slow response and showing a lack of urgency in communication. Lead360 conducted a study of 25 million data points which showed that successful conversion rates are 391% higher when a lead is called back within a minute, 120% within two minutes, 98% within three minutes, 62% in under thirty minutes, and 36% in under an hour. Clearly calling back and following up with referrals quickly is the first and most important part of the process.
- Gather information and qualify. Once contact has been made, it’s time to gather any necessary information to make sure there’s a good fit between what the referral is looking for and what you can provide. Having relevant, open-ended questions to ask will help you find what you’re looking for while at the same time establishing your expertise in helping solve client problems. This is the time to develop insight into the scope of the opportunity and key factors.
- Be the expert. Once you’ve established that the referral is a good fit for your business, it’s time to do your homework. You must spend a little time to learn about the referral’s business. The more you learn about what your prospect is looking to solve, the better you can prepare a solution. This in turn will position you as the expert who took the time to present a customized solution when your competitors offered a generic, cookie-cutter bid.
- Make your offer stand out. The best way to make your offer stand out is by adding value. People like to buy, but they don’t like to be sold to. You can add value and help your offer stand apart by helping a referral evaluate your capability and see their problem clearer. Relevant, simple, and insightful information that helps your prospect will lead them to buy much more readily than if they feel they are being sold to.
- Use technology. As great as your memory may be, relying on the old pen-and-paper system is just asking for trouble. The way to truly systematize the referral process is by using a CRM system that can help you track your referrals. Determine if the software will help you give the prospects the experience you set in your action plan. But remember that technology can only go so far. Sure, it can help you manage the referrals, but converting those leads into customers takes the human touch that only you can provide. There are two great popular programs, SAGE ACT http://www.act.com/ and SalesForce http://www.salesforce.com/
- Create a powerful experience. Turning a referral into a client can be as simple as contacting them quickly with information they’re seeking. However, the real secret to make them truly want to do business with you on a consistent basis is to create a “wow” experience. Your “wow” experience doesn’t have to be complex.
Building it can be as simple as:
• Responding to inquiries within 30 minutes
• Offering a small gift or thank you note for contacting you
• Sending a small gift or thank you to the person who made the referral
• Delivering a professionally prepared, customized solution with clear information
• Following up after the sale to answer any questions
• Being persistent without being a pest
Turning referrals into customers is not an act of magic or accomplished through luck. It’s done by developing an action plan and by implementing the plan. Keep track, stay organized, and monitor the process. Referral marketing can be a gift that keeps on giving, but only if it’s treated with the care and respect it deserves.
An Important Message from…You
28 Oct 2011 Leave a Comment
in Inspirational, Marketing, Services Tags: A letter from the owner, blogs, connections, messages, relationship building, tips
Create Relationships
If your business is looking for a great way to relay important messages and create a favorable impression of your company, consider a “message from the owner” (or president, CEO, etc.). Here are a few tips to create a “message” that speaks for itself:
In addition to creating a standard “mission statement” message from the owner, consider offering regular messages via a company website, newsletter, blog, sales letter, Facebook page, Twitter feed, etc. to communicate new initiatives, announce new products, or simply offer an insightful perspective on a relevant subject.
Include a photo of the owner/president/CEO. Readers feel more of a connection when they can put a face with a name.
While the messaging is most effective when it comes from the owner him/herself, consider help from a member of your communications team for message ideas, editing, and wordsmith help.
In addition to sharing a message with customers, a message from the owner is also a great way to create a sense of community within an organization and narrow the gap between the owner and coworkers.
Encourage feedback and open lines of communication whenever possible. A forum where customers or coworkers can ask questions and receive a response from the owner can be a powerful marketing tool. Consider highlighting questions and responses as topics for the messages.
Become a Resource for Your Customers
27 Sep 2011 Leave a Comment
in Marketing, Social Media Tags: blogs, relationship building
The average prospect is bombarded by so many salesmen eager for their business that they can be selective over the solution provider they choose. While quality and price will always remain important factors, the level of expertise and guidance provided is often just as important. Here are a few ways you can become a resource for your customers:
- Offer hands-on training as an extension of your customer’s organization. By enhancing their ability to anticipate, understand, and solve problems, you can help them develop solutions faster and more efficiently than on their own.
- Provide a newsletter, or encourage customers to sign up for your blog. Then fill that newsletter or blog with tips, articles, industry trends, new product highlights, and relevant industry articles and resources. Create an archive section on your website that makes all previous information you’ve provided available for viewing.
- Create a resource page on your website that offers a comprehensive list of engaging and helpful links to industry resources, helpful websites, associations, event calendars, etc.
- Create an industry chat forum through your web page that gives people with similar interests the ability to chat with others about your industry, products, resources, etc.
- Stay current on industry trends and new products, as well as competitor solutions, so you can offer educated answers to your customers.
- Stay involved with your customers. Periodically check in to see how they are doing and to show that you sincerely care about them and your relationship with them.
- Put yourself in your customers’ shoes. Learn more about their industry, customers, associations, events, etc. Think of creative ways you can help them be more successful in their ventures.
- Don’t just use a sales pitch. Instead, share your enthusiasm and knowledge. Salespeople who are passionate are the most successful because their belief in the products or services shines through.
