Customer Loyalty: Moving Beyond Just The Transaction

Each year I co-celebrate my birthday with a dear friend who I worked with many years ago at a trade association. She has a meeting planning business, and also sells promotional products to large trade assocations. She's a seasoned, savvy entrepreneur who's been in business for years. Over lunch, we chatted about our businesses and our projects. She mentioned that she doesn't market her business and has a very loyal client base, and she landed two new clients this year. What's the secret to her success? She gives her customers what they want and always goes the extra mile for them. She's worked with many of the same clients over the years and built a strong loyalty around her 'personal brand'.

As I drove home yesterday after our lunch, I thought about how she could easily NOT give her customers what they want. She plans time-consuming trade association conferences AND sells promotional products (and these aren't paltry orders either!) She doesn't have to special order a t-shirt for her client that desperately needs one for their new employee (at the last minute), and fight crazy traffic and parking to hand-deliver their t-shirt BUT she does.

Normally, I would gasp when a business owner tells me they don't actively market their company. However, her customer service speaks for itself as she's developed a strong rapport with her customers and has perfected what many companies have lost these days - excellent customer service.  She could easily be a transactional-based business based on the kinds of products she sells, but she knows where her bread and butter are - customer loyalty. In this competitive market where you can buy anything and everything online, she is the first person they call.

Don't treat your customers and clients like a 'transaction'. A transactional-based interaction is not a fun experience. I've been on the receiving end and it made me feel like a number in a sea of thousands. As a result, I never bought their product again or returned to that business. If you have loyal customers who choose your business over your competition, thank them for their business. Go that extra mile to personally hand-deliver their products. Add in an extra bonus with their services as a way to thank them for their continued business.

Without your customers and clients, you wouldn't be in business so remember to move beyond the transactional attitude towards customers. If you haven't thanked your customers/clients lately, send them a hand-written note or pick up the phone. A personal thank you speaks volumes.

Why Observation is Your Best Market Research Tool

How many times have you heard the phrase "the powers of observation?" But what exactly does that mean in relationship to market research? We sometimes observe our clients, customers and even our colleagues with an egocentric focus. The ego steers us away from those gut, intuitive feelings that help us really understand and see people for who they are. 

What does all this psychobabble mean? It means it's time to pay attention to your target markets, customers and colleagues. Read between the lines and don't rely on literal translation - let your logical mind take a breather. 

Dig deeper and really listen, focus and observe people. You can use all the technical marketing metrics and tools in the world, but if you don't see human beings for who they are and how they act, think, behave, etc. - you won't truly understand people on a real and authentic level. 

For example, I just joined a new women's group on LinkedIn. I have "met" and interacted with many of these women on other LinkedIn groups. I assumed my powers of observation were right on the money, but I was wrong. It wasn't until I really interacted and dug deeper and shared honest, vulnerable stories, that I had a huge awakening. I realized I didn't really know anything abou them - yes, I knew the superficial facts here and there but that was it.

Their personal experiences shape who they are, not just as professional women, but as human beings. When we interact on the Internet,  it's easy to forget that there is more to people than just a faceless name, and we sometimes take that for granted. Even when we interact face-to-face, our technology distracts us from "really" observing people. 

How can we fine tune our powers of observation as business professionals? 

1. Check out discussion forums, boards, groups, blogs, etc. When you read discussions, pay attention and observe before you comment. When you comment, don't just share your opinion but ask probing questions (in a polite, respectful manner). Dig deeper and look into the "core" of the people interacting on the forum - not just the surface. It's easy to think we know a lot about people and take people at face value. We are all on different paths so don't jump to conclusions and make false assumptions. It can be difficult to get to know someone on the Internet and people hide behind anonymity, but it is possible to shed the cyber layers. 

2. Listen to people and pay attention to your gut instinct. When your customers talk to you, really listen to them. Don't talk at them. Ask their opinions and feedback. Your gut instinct points you in the right direction. How does it feel when you talk to customers? What's not being said? Can your hear frustration in their voice even though they don't come right out and say they are frustrated? 

3. Don't limit yourself to just business books and seminars. Pick up a philosophy, sociology or personal development book. Try out a yoga class. I'm not saying that business books or webinars aren't effective (I read and attend plenty of them). A different perspective can help us view people and our world in new, creative ways - which helps hone our powers of observation.

How are your powers of observation? Do they need a tune-up? 

 

 

The Fastest Way to Lose Your LinkedIn Connections

I participate in a lot of LinkedIn groups and moderate industry groups. But there is one word missing from some of these groups lately: "help."  I'm leaving LinkedIn groups because of how many annoying sales pitches that flood the discussion groups. Believe me, I understand how competitive it is right now. But people are going about LinkedIn the wrong way. 

Would you go up to Mr. Joe Smith on the street and say, "Hi, Mr. Smith, you don't know me or know anything about my company, but would you like to buy my latest and greatest product?" You wouldn't do it to a complete stranger, so why are LinkedIn professionals using this same tactic? 

The fastest way to lose your LinkedIn connections is to directly sell to them without FIRST knowing them and building trust. Back in my fundraising days, I couldn't walk into a company and just ask them for a $10,000 sponsorship -  the big suits who write the checks would have been laughed me out of the room. These companies didn't know me nor did they know anything about my cause/non-profit. Why should they invest in my cause? Why should they hand over their corporate dollars to ME and my organization? They shouldn't. 

LinkedIn is about building solid, genuine relationships - it's not about blatantly selling/advertising your products and services. Yes, you can massage the "soft sell" pitch later AFTER you get to know your LinkedIn connections. But if you blast your groups with sales pitches 24,7 and don't actively participate in groups and engage in conversation, I guarantee that people will get turned off and you might even be kicked out of groups. Who wants to be seen as "that spammy salesperson" on Linkedin?

Do not treat LinkedIn as your personal virtual ad billboard. Think about sales basics; it always comes down to putting customers first. Why have LinkedIn users forgotten this simple fact? How can you sell to someone you don't really know? 

Research their profile and get to know more about them - ask questions, find common interests, etc. When was the last time you actually asked your LinkedIn connections how you could HELP them?

What are the 3 easiest ways to HELP people on LinkedIn?

1. Answer questions. Offer your help and expertise to other LinkedIn members. Search for topics that are related to your area of expertise/professional industry. Don't come across as egotistical or holier-than-thou. Be REAL and honest when answering questions - people can spot a fake a mile away. 

2. Participate in groups and offer feedback, advice and if you link to content, link back to your blog and not your website. People don't want to read another sales pitch on your website, but they do want to read information, articles, watch videos, etc. that will make their life easier and solve their problems. Always remember to be professional and courteous. Even if you disagree with another person's opinion, put your best "face" forward. 

3. Get to know people FIRST. After you build rapport and trust, offer them value first. Offer them a free download, report, etc. Think about the sales funnel. Even if people visit your site or blog, they won't opt-in unless you offer them valuable content FIRST.  Don't expect your LinkedIn connections to buy your product or service right off the bat. A valuable freebie allows them to learn more about your products/services. Give them value and they will come back for more (and you will probably make that big sale the next time around).

If you use LinkedIn because you think it's an easy way to sell your products and services to customers, then have completely missed the point behind LinkedIn. You will also quickly lose out on building real, genuine relationships with potential prospects. You put your company brand in jeopardy by coming across as an in-your-face salesperson, and word spreads quickly  on LinkedIn networks.

Your first step to LinkedIn success? Change your sales philosophy. Replace the word "sales" with "help." Offer your help first, and develop trustworthy, solid relationships with your LinkedIn connections. 

 

 

 

 

 

 

How to Bring Back the Personal Touch in Your Emails

I wanted to share an example of great customer service and follow-up that happened to me this weekend. It reminds me of how much the personal touch goes a long way. You can't survive with "template" emails anymore. Email campaigns are great but if you forget the personal touch in your correspondence, you are doomed.

I am reading "The Wealthy Freelancer" (every freelancer should read this book). I can't put this book down and wanted to let the authors know how much I loved it. I also tweeted about how much I enjoyed it as well. I received a personal message on my Twitter from one of the authors, and then received a personal email message from the other co-author.

My first thought was: "Wow, these authors really care about their readers and our thoughts!" Not only do they care, but they really appreciated my feedback and took the time out of their busy schedules to respond personally to me. They could have easily sent one of those annoying responder emails: "Sorry, we have too many questions and we might not be able to answer your question personally." That's usually when I opt-out of newsletters or stop subscribing to the website. It's a huge turn off and it makes me wonder if they really care about their customers and clients.

It's also nice to know that Pete Savage and Ed Gandia (the authors who personally responded to me) practice what they preach in their book. Instead of paying lip service, they walk the walk and talk the talk. They really want fellow freelancers to succeed and are REALLY there (beyond the scope of the book) to provide encouragement and support. It made me feel like someone was finally taking us freelancers seriously and that my opinion DOES count!

So what can you learn from this example and how can you apply it to your own business? The personal touch goes a LONG WAY - even if it's just a quick "we haven't touched based in awhile, how are you doing?" email to let clients know you are thinking of them. Instead of blasting out template emails when people send you positive feedback on your website or blog, take a few extra minutes to send a personal email. In this crazy, busy world people still want to feel appreciated and "heard."

You can also take it beyond personal emails with your customers and clients:

• Send hand-written thank you notes and cards for referrals, etc.
• Follow-up with emails that include articles or helpful tips
• Pick up the phone and call them - remind them that you are there for them and ready to help them!