MARKETING
MAGAZINE
Volume 1, Issue 4 October, 2000
The Association for Rehabilitation Marketing
This is the only e-zine devoted to marketing and sales professionals working in rehabilitation businesses. We hope to bring you informative articles & resources that will help you in your daily efforts.
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Article 1: Business and Career: An Excellent Customer Service Tip
by Marie Baker
So often we forget that our customers are our boss. I think I discovered one significant reason why most of us fall into this "rut." The day we began our business we were as happy as could be. The customer was king! We didn't have many orders so we bent over backwards to make sure that all our customers were happy. Some of us might have even went overboard and "went into the hole" just because we were so overjoyed that we had received a customer order!
But, later on, we became much more busy. We were putting in long hours, We were putting in long hours, neglecting family and social life and realizing that being in business does have it's gloomy side. While we tried our best to give each customer personal attention, some customers couldn't be pleased if we hung ourselves with a new rope! Therefore, new policies had to be established. Prices had to increase for you to invest into business growth. And somewhere in between this we lost the zeal for customer satisfaction. Instead of the customer being "king" he/she was now a "pawn."
What originally began as a eager desire to please your customers has now turned into a daily struggle. But who could blame you? You can remember spending $100 and 30 hours of time trying to help a beginner get started in mail order. However, after that beginner learned all your trade secrets they left owing you money and never giving you the time of day again. This made you cautious. Then how about the customer that pretended they were going to send you a $500 order, wasted an hour or so of your time (and long distance phone charges) just to get them quotes before they sent in their money. Then, after all the toil and added expenses, you never heard from the customer again. How irritating! At least, you thought, they could have sent you a "Thank You Note" for all the trouble they put you though But 20 minutes later, you get another phone call from a customer wanting to put you through the same thing. Only this time, the guy is serious. Do you give this guy the same treatment you gave to the first customer? As a human being, you normally can't because you are ruled by emotion. It takes someone with a lot of self-confidence in their own character to treat each customer like a big business!
Just treat every customer you talk to the same way you would treat someone from a business--who was getting ready to send you a $10,000 order! Unfortunately, some business owners allow owning a business to go to their heads. After they start becoming successful, the owner will think he/she is "king" and makes all the rules. He/she feels that their reputation speaks for itself and customer's are eager just to do business with them. This normally happens because income increases and you don't "need" certain customers who you feel have been a thorn in your side. But although it is perfectly fine to do this, if you dispel a customer solely based on the "amount" and "quantity" of orders he or she sends you, that's a big mistake. Those small guys and gals might just grow up and become BIGGER businesses than you someday! Wouldn't you rather have them on your side? Wouldn't you rather be in a position to work with them, perhaps on a multi-million-dollar contract together? One never knows what the future holds so try to BE NICE--even if you have to grin and bear it! That's why it's even more important to stop and think again. Are you guilty of having a business ownership ego? If you allow it to go too far you could lose your business entirely. Egos are a very tricky thing to deal with. A hurt ego's downside is normally jealousy, deceit and even criminal activity. Rage does nothing but tear you up emotionally inside and always erupts in bad behavior and lost relationships. Never, ever, go into a rage over the phone. If other people are screaming at you, you will either calm them down by remaining calm yourself or show them up for being emotionally unstable. Rage is truly the result of an unstable personality trait. It's really NOT normal. So get with the program and be calm (and nice.) Everyone is in business to make money, however, making it at someone else's expense is suicide! Perhaps some of you reading this are laughing inside yourself. You know I speak the truth! If you are the least bit intelligent you can easily see that making a fast buck through the expense of other people is a way to live a very short life. If you can only see the moment and not the future in your life, you belong back in grade school, perhaps kindergarten! It's true that "Humility Demonstrates Superiority".
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Marie Baker is a representative for DMB Enterprises, a company that owns several successful sites across the Web: www.AllforWomen.com , www.HerContests.com ,www.eBooksforYou.com , www.LoveResources.com , www.AskVictoria.com and others.
Copyright 1999, 2000 DMB Enterprises | Privacy | Home
by Kate Schultz
1. SAY thank you and smile. Project an image of someone that others will want to do business with. A good attitude is a powerful customer service tool.
2. OFFER a money back guarantee. If you won't guarantee it, why would anyone buy it? Broken promises are a big source of customer dissatisfaction.
3. RESPOND promptly. Even if you don't have the solution to the problem, keep your customers updated on your progress. Nobody wants to be kept guessing about what is going on.
4. LISTEN to the customer. Ask your customers questions. Find out why your customers buy from you. Find out what your customers care about most and what they think of your current service.
5. ANSWER the phone. A prompt answer and a pleasant greeting will start any type of phone call off on the right track. Identify yourself and ask how you can be of assistance to the caller.
6. SHOW customers how to save money using your products or services. Use case histories and let your satisfied customers show others how you helped solve their problems. Your customers need information and your expertise.
7. MAKE IT EASY to do business with you. From accepting payments to shipping orders, keep all customer records computerized and accessible by sales and phone representatives. Make it easy for your employees to take care of issues without having to get back to the customer.
8. WOW your customers. Under promise and over deliver. After your customer has made a purchase send a surprise welcome gift along with a handwritten thank you note. Make them feel good about their decision to buy from you.
9. PERSONALIZE all communication. With all the tools available today, you can easily customize your written correspondence. Customers want to be treated as individuals. Make them feel special.
10. TRAIN your employees. PLEASE! Your customers will
appreciate employees who are courteous and knowledgeable. A trained employee
will project a confident image to your customers. Teach problem solving skills
so that employees are empowered to resolve problems and ultimately delight your
customers!
About the Author: Kate Schultz is the founder of EzineUniversity (EZU).
--> READ MY SECRET E-Zine Promotion Diary. <--You're invited to follow our progress each week as I reveal what works and what bombs in the world of E-zine promotion. To subscribe send a blank email to mailto:ezu-subscribe@topica.com or drop by http://www.ezineuniversity.com for the low-down!
Copyright 1998, 1999 Kate Schultz
E-ZineZ.com is a Registered Trademark of Kate Schultz - kate@e-zinez.com
ARM Notes:
Article 3: Five C's of Market Research
By Rozey Gean
Concept, Criticism, Competition, Credibility, Common Interest
Concept
Every business venture starts with an idea. but, without a good concept - no matter how passionate you are -- odds are your business will fail. Benefit the Customer - Your concept should fill a void in the marketplace, if it doesn't - find one that does!
A business does not run solely on money, it runs on
passion.
Be Passionate. You should enjoy your concept and be excited
enough to relay your feelings to your market. After all, how can a
consumer get hyped about your product or service if you aren't?
You can survive in business without a large bank account - but unless
your passionate about your business, no amount of money will make it
sell.
Re-invention
Your concept doesn't need to be a freshly thought idea - but could be an improvement to an existing market. There are all kinds of new businesses that have tried and failed. Perhaps, you could improve something about them and bring them back into the market as " a new and improved" product or service? Improvement could be as simple as:
Better service and quality
A new method of delivery
Improved technology, etc.
No matter how good an existing idea is - There is always a better way to do it!
Example: The tissue was first offered to the market as the new "face towel." Sales lagged for many years, and it wasn't until it was reintroduced into the marketplace as a "throw-a-way" handkerchief did it become successful. Their new slogan, "don't put a cold in your pocket," helped an old idea get new success.
Criticism
Be prepared to accept all criticism. It will help you to improve your concept. Because you are concerned about running your business on minimal dollars, the less expensive criticism will come from friends,
relatives, and neighbors. It's far better to receive FREE criticism - than to pay for marketing research that puts a dent in your bank account, but doesn't yield any useful results. Be prepared to get LOTS of criticism and to put it to good use. Perhaps, a survey in your intended market - could provide some valuable information to be used in making your product better. Ask questions like: Is there a need? Would YOU buy it? What price would you expect to pay for it? Is there a better way to provide it? Remembering what we stated above, (there's always a better way to provide a concept) - your received criticism should be used to enhance the product or service before you release it to your market. This step will save you time and money.
Competition
Check out how they are providing to their market. There's no doubt in my mind, the expert in the field gets more business. Create a niche in your market and zero in on an idea that has potential for growth. It's important to remember - don't try to be good at everything - just be good at something! People will remember you for it. If you are offering a product which is in competition from an existing business, be prepared to handle your business so it answers the following questions:
What makes my company different from my competition?
Why would my market be better off doing business with me?
What can I give to my market to insure a more pleasurable experience by doing business with me over my competition?
Does my product or service exceed the expectations of my market?
If you can't answer the above points - and KNOW what makes your product more unique than the competition, you won't be able to relay that to your market.
Refine your marketing
Define the needs of your market by listening to the customers and understanding what their needs are. Does your product fill that need? Is there something more you could do, to make it more attractive to your market? Is your product a solution to a problem in your market? How will you handle customer service complaints? What are you guarantees to your customers?
An Interesting Fact:
Most companies fail to realize, 81% of future company sales will depend on repeat orders and referrals from satisfied customers. Your satisfied customers are the best and cheapest source of advertising; bringing additional business through referrals. Exceed your customers expectations and they'll be back and will refer you to others. Remember, those that have been referred to you, have been pre-sold on your products.
Credibility
(Gaining the edge) - Community involvement. People like to buy from friends. The more involved you become with your community, the more friends you will make. I'm not talking about joining the local YMCA just to make business contacts either. You need to be "sincere" in your approach and willing to work hard for the community you live in. Hard work and perseverance will eventually pay off as members of the community will remember you by your deeds and eventually will refer you to others that need your services.
If you don't the available time to offer your community, there are other ways you could provide them with your services. Such as:
Local charities need something of value to give out as gifts. Perhaps, you could provide T-shirts for the winners?
Provide special discount cards to other businesses in your communities.
Talking at a local school or college regarding your business.
Sponsor a local event where your community would benefit.
Common Interests
(Networking) - is a necessity to learn. By networking with other business owners, you have everything to gain and nothing to lose. You will learn new ideas to do business and meet other experienced business owners who can help you exceed in your market. Some ways to network:
Local Chamber of Commerce
Rotary Clubs
Lions Clubs
Volunteering Organizations such as: American Cancer Society, ADL, Unicef, American Red Cross, Turning Point, etc. Business Owners on the WWW - form an online discussion group or chat network where you can share additional information regarding business.
It's better explained as "a small community" made up of business owners, willing to help one another to gain valuable information to be utilized in their market. Networking individuals are glad to help those in their group. You can join any association and in return, receive valuable leads who will tell others about your business. You could create a database of the business owners you have exchanged business cards with, and call them in the future to do business or to find additional information regarding a need. If you can't find a suitable networking group to help you - you could start your own Networking Community - made up of the small businesses located within a 30 mile radius of your own business. Perhaps, delegating a printed roster to each business, showing them others in their Networking Community that are available to receive phone calls from another member. Or possibly, your networking community could agree to do business with each other? If there is a printer in the group - all the rest in that community would utilize the printing services. Is there an accounting person in your community? Perhaps, this accounting firm would get all the tax business from the rest of the community members?
THINK.... there are plenty of ways you could gain exposure for your business. Most ideas, are common sense methods where an individual takes the initiative to get it started! The best part of networking - it's FREE advertising for your business and for you.
Summary:
You can turn any idea into a profitable, home-based business. Most larger companies have started their businesses from their living room floors, their basements or their garages. You have the same ability to create a world-wide market, needing your products.
If you have an Entrepreneurial spirit, you'll find a way
to offer the public something you feel would benefit them.
It doesn't necessarily have to be a "new invention" or a new idea. You
could take something on the market today, and make it better.
To be successful, your business should exceed your customers'
expectations. To increase your credibility, you should become more involved with
your community. Networking is free - and could provide the
most valuable exposure for you and your company.
Brought to you by: World Wide Information Outlet -
http://certificate.net/wwio/, your source of FREEWare Content online.
Rozey Gean, founder of the Women Entrepreneurs Online Network, (WEON), is a thirteen year veteran to entrepreneurship. Her expertise includes mentoring women in business and sharing her vast knowledge through written works. These works can be read in her popular weekly WEON newsletter and other publications such as Free Electronic Networks and most recently Web Bound Magazine. Subscribe to the WEON Business News at: mailto:subscribe@weon.net or visit her ever-changing web site at http://www.weon.com
Copyright 1998, Rozey Gean, All Rights Reserved Worldwide
Web Sites of Interest
1. www.internetmedia.com offers
a subscription-based electronic direct marketing service. Their
network of affiliate sites question millions of consumers about their interests,
and asks them if they would like to receive information on products and services
that relate to those interests.
2. www.honestselling.com/book/index.htm
is an e-book on this concept of selling.
3. www.manufacturingcentral.net/ is a "gateway to the manufacturing industry".
4.. www.mep.nist.gov/index2.html
is a nationwide network of not-for-profit Centers in over 400
locations nationwide, whose sole purpose is to provide small and medium-sized
manufacturers with the help they need to succeed.
5.www.sbaonline.sba.gov/shareware/indexalt.htmThe
Small Business Administration's free or low cost software page.
6. www.veripack.com – is a B2B site that sells poly bags, shrink film and other packaging and warehousing supplies.
This e-zine is published once a month. I hope to have a mix of original content and outside content. If you would like to write an article for this e-zine please or have any comments or suggestions, contact or email Steve Susman at susman@21centurymarketing.com. If you would like to opt out of receiving this e-zine please reply to this email with "unsubscribe" in the subject box.