Marketing, the topic itself, is such a big one, that I think people tend to get overwhelmed by it.
Do NOT get overwhelmed!
Marketing doesn’t have to be hard, in fact, most of the marketing you do will encompass most of what you do in any given day. The key is to be aware of that fact and proceed accordingly.
It’s all about the communication…
Everyday you communicate, whether it is with a vendor or client, and even potential clients. All this communication is a form of marketing. What you say and how you say it reflects directly on how people view you and view your product or service.
I have a vendor who has a client that he loves and has been working with for years. The client has hired someone to communicate with the vendor. The client is trying to free up some of their time. The problem is the new employee is a pain in the ass. Difficult, angry, rude, hostile. The employee calls up and asks for some parts, he’s hostile and rude. The vendor says, “sorry can’t help you, don’t have it in stock”. The client calls and says, “Hey we are looking for xyz, are you sure you don’t have any?” Vendor says, “got it right here on the shelf”. Client says, “I don’t understand?” Vendor says, “Your employee is a jerk.” Client says, “Yeah but he’s really good at what he does.”
Of course I laughed at the story. And I understood where the vendor was coming from. What I don’t understand is why the client doesn’t see the adverse affect his employee’s behavior has on the perception other’s have of the business.
Now certainly the vendor wants to sell parts, but he has a whole bunch of other people who aren’t rude who want to buy parts from him. Why should he deal with a rude guy?
This, my friends, is marketing. Of course, there a lots of things to discuss in the story but the point is that how you communicate and what you communicate speaks loads about you and your business.
In the auto repair business, an area I have a lot of experience in, you start at a disadvantage. Most people distrust repair shops. They figure they are gonna be ripped off, and many times they are. I see it all the time. I am surprised and appalled at the stories I hear and at the things I’ve seen other shops do.
So, when a potential new customer calls, you already look bad. Communicating to them through what you say and how you say it is the only way to work past the barrier the potential client has already built. For me, it is easy to work past those barriers, simply because I honestly care. And that is a key ingredient in communicating good vibes.
Care, really, just give a rat’s patootee about the customer and their concerns. Give them the time they need to feel confident about you. Don’t give them a sales pitch, they don’t care. Most people will spend more money on something so long as the value is there. Don’t rush them into an appointment and off the phone. They are ready to make an appointment, that is why they called, so your job is to make them feel good about making that choice.
Connect with your customer, we’ve all been there, we’ve all had a car breakdown so relating to the customer is easy, just do it. Tell them you understand how they feel and that you want to make sure you can take care of them. Again, care.
Marketing is easy if you just remember to care about your customer and communicate that to them.
Not just on the phone, but in your print advertising, email and direct mail. All the time, everytime.
It really is pretty simple, just make a good impression and keep on doing it.
Marketing, the topic itself, is such a big one, that I think people tend to get overwhelmed by it.
Do NOT get overwhelmed!
Marketing doesn’t have to be hard, in fact, most of the marketing you do will encompass most of what you do in any given day. The key is to be aware of that fact and proceed accordingly.
It’s all about the communication…
Everyday you communicate, whether it is with a vendor or client, and even potential clients. All this communication is a form of marketing. What you say and how you say it reflects directly on how people view you and view your product or service.
I have a vendor who has a client that he loves and has been working with for years. The client has hired someone to communicate with the vendor. The client is trying to free up some of their time. The problem is the new employee is a pain in the ass. Difficult, angry, rude, hostile. The employee calls up and asks for some parts, he’s hostile and rude. The vendor says, “sorry can’t help you, don’t have it in stock”. The client calls and says, “Hey we are looking for xyz, are you sure you don’t have any?” Vendor says, “got it right here on the shelf”. Client says, “I don’t understand?” Vendor says, “Your employee is a jerk.” Client says, “Yeah but he’s really good at what he does.”
Of course I laughed at the story. And I understood where the vendor was coming from. What I don’t understand is why the client doesn’t see the adverse affect his employee’s behavior has on the perception other’s have of the business.
Now certainly the vendor wants to sell parts, but he has a whole bunch of other people who aren’t rude who want to buy parts from him. Why should he deal with a rude guy?
This, my friends, is marketing. Of course, there a lots of things to discuss in the story but the point is that how you communicate and what you communicate speaks loads about you and your business.
In the auto repair business, an area I have a lot of experience in, you start at a disadvantage. Most people distrust repair shops. They figure they are gonna be ripped off, and many times they are. I see it all the time. I am surprised and appalled at the stories I hear and at the things I’ve seen other shops do.
So, when a potential new customer calls, you already look bad. Communicating to them through what you say and how you say it is the only way to work past the barrier the potential client has already built. For me, it is easy to work past those barriers, simply because I honestly care. And that is a key ingredient in communicating good vibes.
Care, really, just give a rat’s patootee about the customer and their concerns. Give them the time they need to feel confident about you. Don’t give them a sales pitch, they don’t care. Most people will spend more money on something so long as the value is there. Don’t rush them into an appointment and off the phone. They are ready to make an appointment, that is why they called, so your job is to make them feel good about making that choice.
Connect with your customer, we’ve all been there, we’ve all had a car breakdown so relating to the customer is easy, just do it. Tell them you understand how they feel and that you want to make sure you can take care of them. Again, care.
Marketing is easy if you just remember to care about your customer and communicate that to them.
Not just on the phone, but in your print advertising, email and direct mail. All the time, everytime.
It really is pretty simple, just make a good impression and keep on doing it.
