Thoughts on Marketing…

Again today I was faced with dealing with a company that operates for it’s own convenience – and to he..  with mine.

If this company did not have a monopoly in our area, I would tell it to take a flying leap. But then, I suppose knowing that we consumers are not allowed any other choices is the reason why it thinks its OK to treat us as if speaking to us was not only a huge favor, but somehow beneath their station in life.

Grrr….

But… I’ve run into independent companies who operate the same way. As if doing business with you and taking your money was doing you a service you should be forever grateful for. You know, the places that promise a repair man or an installer at 1 p.m. and then act outraged when you call at 4:30 to ask where the devil this guy is.

I’ll never forget the guy who got incensed when I let him know my name wasn’t “Honey.”

I know that you – as a person caring enough to be reading about ways to make your business better – would never mistreat your customers in that manner or any other.

But have you kept an eye on your employees?

Do they brush off customers because they really want to get back to talking about Suzie’s new baby, or Janie’s new boyfriend, or their own plans for the week-end?

Do they show up on time when they make appointments on behalf of your company?

When they answer the phone do they sound friendly – and do they do their best to help the caller?

Do they return phone messages in a polite, friendly, and timely manner?  Do they give you your messages in a timely fashion?

I’ve often felt that the reason we get such lousy service from both the government and (other) large corporations is that those people have no stake in the outcome. They draw a paycheck, and they really don’t give a hoot if customers are satisfied or if their employer makes money. I firmly believe that some of them get a kick out of giving people a run around.

You may think it underhanded, but it would be in your own best interests to have some friends or relatives call your place of business – or come in – and report back to you about the service they receive.

One uncaring employee can undo ALL of your marketing efforts along with years of giving customers your best.

So, maybe you should consider employee incentives as part of your marketing plan. If you reach a goal of X% increase in revenue, you’ll take them all out to dinner – or throw a party at the shop. If you capture X number of new accounts you’ll give everyone a bonus.

I know individual bonuses are good – but the support staff doesn’t really reap a reward if a salesman meets a certain goal – even though it might have been his or her handling of phone calls that tipped the scales.

I know the economy is tight – all the more reason to market harder and smarter. And to get your entire team on board to make 2009 your best year.

P.S. If YOU are chef executive, product manager, advertising manager, web guru, sales person, secretary, and bookkeeper all in one – set up an incentive for yourself as a reward when you reach a goal you have written down!