How to Build Customer Loyalty, Repeat Business & Referrals October 28, 2011
Posted by Joan Nowak in Marketing.Tags: build profit, get more customers, grow sales, small business, systems for follow up
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Creating raving fans for your small business is one of the best ways to build sustainable profit – because these customers buy again and again and tell others about you. So if you want to build loyalty, repeat business and word of mouth referrals, DO what you promise, each and every time. It’s that simple.
It starts with follow up and follow through! Your actions and communication before, during and after the sale go a long way toward building customer relationships – the kind that gets people talking and coming back.
Here’s 4 ways to set yourself apart from others:
If you promise to get back to a prospect or follow up on a decision, do it. It sets the expectation for your relationship when they buy. If you don’t follow through on commitments before the sale, why would a customer expect more after the sale is finalized?
Make sure deliverables are on-time. Whether you sell products or deliver services, customers should be able to count on you to deliver WHEN you promise. If an unexpected problem occurs, inform the customer immediately regarding delays and rescheduling. Nobody likes to deliver bad news, but most customers appreciate the honesty and will work with you.
Make sure the quality of your products or services is consistent. Customers expect this, so don’t disappoint them. If something isn’t to your standards, fix it or get another one. Communicate any issues or potential delays. Don’t cross your fingers and hope customers won’t notice. They typically do.
After the job is done or the product shipped and arrived, follow up! Are they happy with the product or work? What could you do better? This is a great way to differentiate yourself, show customers you care and build raving fans. It’s also a great time to encourage or ask for referrals.
Make follow-up and follow-through a priority and do it consistently. Build it into your systems and procedures. Your customers will notice and reward you with repeat business and referrals.
Find this helpful? Then share it with others or subscribe to my weekly blog. For additional ideas to grow your small business, visit my website. While you are there, check out my free Business Builder Checklist or join my mailing list to receive my monthly eNewsletter and a complimentary copy of my eBook, Mastering the 7 Elements of Business Success.
How to Make Your Marketing Pay Off Big October 21, 2011
Posted by Joan Nowak in Marketing.Tags: attract more customers, build profit, grow small business, increase sales, why marketing fails
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The other day I was speaking with a business owner who was obviously frustrated. He was spending his precious time and money on a lot of ‘stuff’ to attract new customers and get more sales. But customers weren’t beating a path to his business and buying. Sound familiar?
He had some great ideas and was certainly putting in the resources. Unfortunately, when it comes to marketing, effort alone won’t guarantee results. It’s not about doing a lot, it’s about doing it WELL!
So why do so many small businesses struggle getting results from their marketing? There are a lot of reasons – but here’s my top 7:
1. LACK OF PLANNING. You only have so much time and money. Planning helps you prioritize and build synergy by integrating a variety of tactics with the same message so it gets through the clutter.
2. FAILURE TO KNOW YOUR PRODUCTS/SERVICES. Products and services are not created equal. Focus your resources – time and money – on those that are most profitable or unique. Let the others sell themselves.
3. FAILURE TO DEFINE YOUR TARGET. Don’t try to serve everyone. Figure out who the ideal customers are for each of your products or categories — and market with them in mind. Speak their language, understand their needs and solve their problems.
4. INADEQUATE FOLLOW-UP. Few sales are produced with one call or discussion. Moving an individual from lead to potential buyer to paying customer takes multiple contacts – 7 to 10 is the average. Regardless of which methods you use to generate leads, follow up and stay connected. You’ll turn more prospects into paying customers.
5. INCONSISTENT IMPLEMENTATION. When something works, keep doing it. Build a system to make it easier next time around. Document what you do and say and how you do it. It will save you time and money so you can do more with less effort and generate more profit.
6. INADEQUATE INFORMATION. The more you know about your customers, your strengths, competition, and past performance (results), the better your marketing will be. You’ll stop wasting money and chasing after the wrong customers for your small business.
7. LACK OF PATIENCE AND COMMITMENT. Marketing is a process, not a one-time event. You need to be in it for the long-haul. Focus on doing a few things consistently well and you will build a pipeline of ideal customers now and in the future.
If you want to attract more quality customers into your small business, address these issues and make marketing something you do every day. To learn more, check out my earlier post, The #1 Rule to Get More Customers.
Find this helpful? Then share it with others. For additional resources to grow your small business, visit my website. While you are there, check out my Business Builder Success Checklist and join my mailing list to get my monthly eNewsletter plus a complimentary copy of my eBook, Mastering the 7 Elements of Business Success.
Systems: 4 Tips to Make It Easy to Get Started October 6, 2011
Posted by Joan Nowak in Procedures.Tags: efficiency, get more done, grow profit, small business, systems processes
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In my previous post, 7 Reasons Why You Should Love Systems, I shared the benefits of systems to inspire you to act. But if you are putting it off, it’s time to reconsider your attitudes and get rid of the excuses.
It’s easier than you think if you keep these four things in mind:
Set the right goal. Setting a goal to complete a ‘how to’ manual is just plain boring and overwhelming. Instead, set a goal to build systems into your business – as you are building it. You will end up with a practical, how-to manual, but you’ll build profit along the way to keep you motivated.
Take it one system at a time. For every procedure you document and implement, you will see improvements in efficiency, productivity and profit. Things will run more smoothly without your day-to-day involvement.
Start with the most critical. Procedures, like customers, are not all created equal. Focus first on the ones that impact YOUR sales, delivery, profit and time.
Keep it simple. Procedures must be understood by those who implement them if they are to deliver results. Include scripts and samples where appropriate to help people perform the task at hand.
Still stuck and not sure where to start? Check out my Ultimate Systems Guide . It’s packed with practical help, tools, templates and samples so you too can put the power of systems to work for your small business.
7 Reasons Why You Should Love Systems October 3, 2011
Posted by Joan Nowak in Procedures.Tags: build profit, improve efficiency and effectiveness, policies and procedures, proven systems, systematize your small business
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Need Systems? Of course you do. You already know this. And you probably have systems – methods to attract new customers, serve them, bill them and keep them coming back. But…
- Are they written down so others consistently do things the same way?
- Are they efficient or do they have a lot of duplicate, unnecessary work that robs you and your people of precious time – while adding no real value?
- Are they effective – do they get you the results or outcomes you want?
Dubbed The Systems Queen by clients, business owners and even other coaches, I will freely admit that I love systems. Why? Because I love profit and the #1 way to build profit in your business is through systems.
Documenting procedures and monitoring results makes everything you do – from marketing and sales to daily operations and billing – more efficient, more effective and more consistent. And isn’t that one of the keys to profitability?
7 Reasons to Love Systems
- You’ll make more money! Yep, good systems put more profit on the bottom line – and ultimately in your wallet.
- You’ll deliver what you promise to customers each and every time – so they keep coming back and tell others!
- Training new employees is easier – so they contribute sooner and are more productive!
- Taking time off won’t be so stressful – your team can handle it just fine, maybe even better!
- Looking to expand or start up another location? No problem. Your systems are repeatable for others to use.
- Plan to retire and pass your business on to your children? Your systems make it easier to transition and keep the business running well.
- And if you ever want to sell your business – proven systems that are documented make your business more valuable and sell-able! It is no longer totally dependent on YOU.
Not sure where to start? Then check out ‘The Ultimate Guide to Systems’ – available on my website store or click here.
Find this helpful? Then share it with others. For additional resources to grow your small business, visit my website. While you are there, join my mailing list to get my monthly eNewsletter or check out my Business Builder Success Checklist.
