1. Truly practice “customer love” – don’t just pay lip service to it.
We all know that the more we help others the more we help ourselves yet often when doing business, business owners and sales people can get so caught up in their heads worrying or thinking that they lose touch with the initiative that produces the biggest results for their business. It’s also the initiative that has the greatest impact on their own lives as well. It’s about heart-to-heart connection with people.
So – put in place training, procedures (whatever else you need) to ensure that every time your people interact with customers they do that from a viewpoint of how can I SERVE you, instead of “how can I sell you something” or “how can I get you to stop complaining”. When you are truly present with a person, and connect on a heart-to-heart basis, customer retention will increase and so will referrals and sales conversion rates. End result – happier people, happier bottom line, happier world. So …
2. Create a memorable customer experience at each touch point.
What are the various customer interaction points in your business? List them down and then be clear on the kind of experience that customers are currently having at each touch point. Then – identify how you can ensure they have a truly memorable experience at each of those touch points. These touch points might be when they first call you, when they order, when they visit your office, when they see your website etc. Ask yourself, “What can we do to create a truly memorable experience?” The key words are “truly memorable” – not just pleasant but something that truly touches their heart – makes them smile – makes them feel great about themselves – about doing business with you.
3. Connect, connect and connect.
In a world where consumers are craving experiences, Social Media rules. Nothing beats it for creating true connection with customers. It’s also an amazing opportunity for you to humanise your business so they can see your heart. Most companies use social media but the challenge is not many of them use it effectively. Many simply use it as a vehicle to post blog links and specials which has minimal impact. Instead, also spend some time getting a social media plan in place – one where you are interacting with customers, engaging them in conversations, uplifting them, making them laugh, inspiring them and most importantly, giving them a voice. That’s the key to creating a tribe. With the right automation systems and procedures in place, it is fairly easy to do and the return on investment is massive.
4. Remember “everything is energy”
That means sales is energy, marketing is energy, production energy and so on. The more positive the energy that your people and your company radiates the more customers will be attracted to your business – simple as that. This also applies to the energy behind your marketing – strategy, copy and design.
You can have the most perfectly written marketing campaign in the world but if the energy behind it is incongruent with your mission, the results won’t materialise. You can have a perfectly written marketing campaign but because it was written by someone in a negative or egoic frame of mind, this somehow shows up in the results. Instead, write from a space of happiness – a space of “how can I transform the lives of the reader”. When you do that, the results will dramatically improve.
5. Act on the principle “as above so below”.
In other words, your business is a reflection of YOU. If you’re unfocused personally, chances are the direction of your business is all over the place too. If you’re set in your ways, chances are your business is stagnant – not open to new opportunities. So – when you focus on becoming a better leader, your business magically changes for the better, and so will your clients’ attitude, your team and your profits.
6. Know how well your advertising and marketing is doing … really.
This one can be huge if you currently spend a fair bit on advertising. Many business owners/managers think that because an ad is producing responses that it must be working.
Just because an ad is producing responses and even producing sales it doesn’t necessarily mean it’s profitable. The only way to know is to measure it.
When I’ve asked clients this question, I’ve had many tell me that they know the ad/email etc. is turning a profit but when they actually measure it properly it isn’t. So – please don’t guess.
Measure it. Think cost per enquiry. Cost per appointment. Cost per new client. Profit per new client. Get rid of the activities that aren’t working and ramp up the spend on the ones that are.
If you’re running online advertising such as Google Adwords or Facebook Ads spend a little time getting the analytics software working so you can accurately measure results.
7. Test small changes and measure the results of these changes – just one at a time.
Testing and measuring pays off big time. We’ve enjoyed responses for clients that have doubled, quadrupled, tripled and more, just by employing testing measures. Online advertising in particular, is an amazing vehicle to facilitate that. It makes it easy for you to split test headlines and other elements of your marketing.
In terms of email marketing, make sure your email marketing program allows you to split test e-newsletters and email campaigns. Aweber allows you to do that and many other programs do. Some inbuilt CMS-based email solutions don’t. If you would like more info on testing you can find that in my “17 Fundamental Copywriting Truths” report. Just go to our Words that Sell website and on the top right hand side of the page, enter your email details to receive the free report.
8. Use an intelligent CRM
The more you know about customers and the more often you can connect with them, the greater your results will be. We all know that – trouble is, without the right systems in place it can be difficult ensuring this happens regularly. That’s why an intelligent CRM (customer relationship management) system is vital. It enables you to stay in touch with clients regularly and communicate with them on the topics that are important to them.
The more sophisticated the CRM is the more tailored and more specific your communications can be.
Let’s say you get gifted a whole bunch of Rugby tickets from a supplier. You know that it makes sense to invite some of your best clients but who to invite? With an intelligent CRM or contact management system you can simply search on hobbies and send out an email to A clients who are rugby fans.
“Jane, when you came into the store I remember you mentioning that you love the Rugby. Today, I received a bunch of free tickets to the next World Cup match. There’s a group of us going so I thought since you’re a fan, you might like to come along too, on us.”
Also, use it to tailor your marketing messages to specific client segments.
“Bob, I noticed that you purchased an Acme XYZ Widget from us two months ago. If you’re finding it difficult to keep it clean, Acme have just released a new XYZ widget cover which will do the trick.”
Sure, it takes a little time to get an intelligent CRM solution in place, but you’ll find the results are well worth the investment. One thing to consider though, make sure you find a CRM solution that integrates offline and online in an intelligent way. Office Autopilot is a great example of that. You can check it out at http://tinyurl.com/6tkdku2
9. Warning: Build strong foundations
If you have experienced meteoric growth in your business, spend some time looking at the delivery, fulfillment and customer management systems you have in place behind the scenes. What goes up must come down if you don’t have the infrastructure to support your growth. I’ve seen many a business explode in sales then quickly implode due because the wheels fell off behind the scenes.
Kristina Mills is a highly regarded direct response copywriter, marketing strategist, entrepreneur and success strategist having worked with and produced great results for some of Australia's most inspirational entrepreneurs, speakers, event companies, professional services firms, property companies, and internet entrepreneurs. She is the author of Invisible Genius Vol1 and 2, Freelance Copywriting Fast Track Course, Direct Mail Mastery, Web Copy Mastery, Invisible Genius Vol.1 and 2, Mortgage Broker Letters that Sell, Real Estate Letters that Sell, How to Create a Sales Explosion With Every Ad and Letter Your Write. To find out more about how Kristina can help you live your potential, arrange a free 15 minute phone chat.