This week, I wanted to share some of the “life lessons in marketing” that I have learned over my 35+ career, from experience as well as from some incredible marketing “mentors”, with whom I’ve had the privilege of knowing and working under.
1) Repeat after yourself: “Business is good!”
Despite the gloom and doom the media is shouting from the rooftops, how refreshing it is to speak to someone who has a positive outlook! If you believe that your ship is sinking, then you’ve already accepted it – why would anyone take a chance on you or your company? I remember a true story (told to me by a colleague who lived it) about a small TOWN whose principle tax revenue came from tourism. For whatever reasons, tourism was drying up. For many months, everyone walked around with long faces and there was an air of defeat everywhere. The town leaders got together and decided to “stop the bleeding” by telling every visitor “Business is good!” They passed out buttons, made posters, even got on TV and radio and told everyone within earshot, “Business is good!” Well, soon everyone started believing it! More importantly, the tourists started coming back – they wanted to know “why?” Which leads me to the next “lesson”…
2) “If you promise them the moon, then you’d better have a lot of moons when they get there.”
Before embarking on any venture, you had better be prepared! Remember the town in our last story? You’d better believe that before they spent any time, money or effort, they spruced things up, got their ducks in a row, filled their shelves, and prepared for success! How many times I’ve had clients jump into a campaign, a website, a direct mail program, without thinking things all the way through! Remember the wonderful TV commercial a few years back about the little “widget” company that set up a website, and immediately got 1 order? They were thrilled! And then, the orders began to flood in…. panic! Be ready to answer the call, when your customer calls on you!
3) Who’s minding the store?
Your employees…THEY ARE YOUR COMPANY! When your customer talks to them, do they even get a smile in return? Do your employees know your product? Are they glad to be there? If you don’t know the answer to these questions, you might want to ask someone to “experience” your business as a customer when you are not there. There are too many people out of work these days to keep an uninformed, inattentive, uncooperative, sour individual on your payroll! Don’t believe me? How many times lately, have you personally received “good customer service”? I had a boss one time, who would offer a job on the spot to those employees who treated him exceptionally well.
4) Empower your employees to make good decisions!
First, be perfectly clear in your communications, what’s expected of your employees. Don’t ask them to write their own job description! When your employee is facing your customer, they have to make decisions as if it were you standing there. You must allow them to make the type of decisions that will save the sale, and make that customer happy! Common sense is called for here, but that employee has to know that you are entrusting him/her to represent your company in a manner that will make that customer your future spokesperson and goodwill ambassador. There is no greater advertising than word of mouth!
5) Don’t forget to recognize a job well done!
Years ago, there was a “Cheers” episode (one of my all-time favorite sit-coms) in which Woody, the lowly bartender, stormed into the boss’s office, demanding a raise. The boss quickly replied that she was going to give him something better than a raise – she was going to give him a TITLE! He quickly accepted the offer, thinking that he had really scored a coup! Fact is, he was thrilled because he felt that somebody finally recognized him for his talents and hard work! As silly as that scenario seems, there have been studies on studies in which employees admit that money isn’t always everything! A thank you, a hand-written note (preferably on a bonus check), a handshake, a recognition for a job well done and encouragement along the way, can develop a hard-working, loyal employee every time! (…and a happy employee means you won’t be spending your time interviewing dozens of potentials to replace him!)
6) “Thank you for your business!”
These are some of the most neglected words in our language! I prefer to skip the “big box” stores, and shop in a local “mom & pop store” in my neighborhood because of one manager. When I walk in, he’s usually near the front of the store (he had his “office” moved up front, so he could greet customers!) He always says hi, and often walks through the store, asking customers if they are finding everything alright. How much more do I appreciate that personal service than the robotic “Thank you, have a nice day” that I get at the big chain stores. Remember – your customer can shop ANYWHERE for your products! And many will even pay extra if it means good service!
7) Unless you’re selling wine – your products don’t get better with age!
If you’re still looking at the same products collecting dust on your shelves, or turning colors on your racks – you need to rethink your inventory! No matter how much you loved them at market, and how convinced you were that you would sell a million of them, if they’re not moving – face it! Your customer either doesn’t want them at that price, or doesn’t want them at all! Mark it down, get it out and make room for something that sells! Don’t tie up your inventory dollars! (By the way, a simple markdown or two may be the answer – your customer will let you know at what price she is willing to pay for that item)
8) Don’t be all over the place – decide who you are, and stick to it!
If you’re making up things as you go along, and constantly changing your mission and focus, you’ll be chasing your tail forever! (Old Southern saying) If you can’t stay focused on what you’re doing, how is your customer going to understand you? There’s nothing wrong with growing and expanding, but keep your focus! Case in point: “Dunkin Donuts” has expanded beautifully into the coffee business – but they’ve kept their original flavor (pardon the pun)
9) Surround yourself with the best – and let them do their job!
I worked for a man once that believed in this philosophy. He found the best people in their field, paid them what they were worth, and let them do their job! He was not a micro-manager – he told them what he expected them to do, pushed them beyond what they thought they could do, encouraged them when they did well, criticized them when they didn’t, and rewarded them as THEY MADE HIM MONEY! What an awesome combination! The result? His retail store did 80% of the shopping center’s volume in 7% of the total leased space! You’ve got to choose the right people, believe in them, encourage them, and pay them what they are worth! Then all you have to do is stand back and watch them shine! Your business will grow, and you will thrive – it works every time!
10) Advertising is not a dirty word!
So many people “hang their shingle out” and expect customers to pour in by the droves! Advertising is one of those scary pieces of the marketing puzzle, because so much of it is intangible.
The key to effective advertising and marketing is to develop your program, plan your campaigns, allow them to run their course, grade them, adjust them when needed, and move on!
Doing nothing is a big mistake! You have to let folks know about you! Plan for advertising in your business budget! That includes the “paid” elements: signage, website, brochures, business cards… and the “freebies”: face book, twitter, Craig’s List… If all of this sounds foreign to you, call on an expert! www.eagletoo.com
Vicki Miller - vmiller@eagletoo.com
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