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Don’t add frill until your core is rock solid

February 2nd, 2012 · Customers/Clients, Psychology

A couple times a month a cleaning company comes into our house and does a deep clean.

Every time I walk into the house after they’ve cleaned… the toilet paper rolls and tissues sticking out of the boxes are folded in some sort of origami art.  Sometimes, they leave a truffle on the kitchen counter.

I get what they’re trying to do.  And it’s a lovely little extra.  Unfortunately, I also find things like:

  • Every waste basket in the wrong spot (they’ve been cleaning the house for over a year)
  • The back door unlocked or a window left open
  • A few lights left on
  • Bathroom area rugs still hanging on the door (where they put it while they cleaned the floor)
  • Cleaning supplies left in random places because they forgot to pack them up

The net result?  I walk around the house, fixing what is wrong and being frustrated that these simple things can’t be mastered.  It’s not that the house isn’t clean — it’s that they don’t care enough to do a final walk through and put the house back in order.

And when I see the origami art — I think “if they can take the time to fold my Kleenex, why can’t they take the time to put the rug back on the floor?”  I suspect that’s not the reaction they’re going for.

Here’s the lesson for all of us.  Everyone is looking to include some value add into their offerings.  But you can’t do that if you’re not already knocking it out of the park on your basic services/product.

You can put lipstick on a pig…but that doesn’t change the fact that underneath is still a pig. Before you add any window dressing — do a tune up in these boring, mundane but necessary areas:

  • Billing/Invoicing
  • Production schedules/On time delivery
  • Customer service — access to real people
  • Operations — do you do what you say you’ll do when and how you said you’d do it?
  • Ease of use — are you easy to do business with (functioning website, phone gets answered etc.)
There’s nothing wrong with going above and beyond to make your customers feel special.  But that effort can backfire on you if you don’t have your ducks in a row.  No one can enjoy the little perks if they’re not getting what they paid for in the first place.

 

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What you don’t know about your sales funnel

January 30th, 2012 · Customers/Clients, Sales

We all think and talk about our sales funnel a lot.  We’re always saying things like:

  • We need to keep it full.
  • We need to stay active with the prospects that have been in it for awhile.
  • On average, it takes a prospect X months to move through it.
  • And so on….

But consider the statistic to the right.  60% of your sales efforts are what happens before you have actively put someone into the funnel.  In other words — it’s not you who is doing the selling.

Who is?

  • Your existing customers
  • The customer who left and is working with your competitors
  • Your vendors
  • Your website
  • Review sites
  • Your social presence (or lack thereof)

How much do you know about your pre-funnel sales machine?  Do you know what’s being said?  Maybe the bigger question — how should you be influencing those conscious and accidental sales efforts?

Think about how you shop — whether it’s for work or something for home.  Do you beeline for a salesperson or sales collateral?  Or do you do a little bit of investigating first?

Get out a piece of paper and do this exercise.  Write down the bullet points I have above (starting with your existing customers) and next to each bullet point — describe what you would ideally like a prospect to hear/see/experience from each source.

Then — go to each source and see what’s actually being said/experienced.   I’m guessing you’ll identify some areas that require your attention.

After all — your prospects are paying attention to these sources — shouldn’t you?

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What’s your purple goldfish?

January 11th, 2012 · Books, Love affair with customers, Marketing

Get your free copy of Stan Phelp’s book! A few years ago, I met Stan Phelps, another marketing guy, online (I think he commented on my blog and we started chatting via email) and before I knew it — we were friends.  He was just dipping his toe into the blogging waters and I tried [Read more...]

You cannot ignore Google+ for your business

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January 10th, 2012 · Social Media, Web/Tech

Google+ cannot be ignored When Google+ emerged last summer, people’s reactions were to be expected.  The early adopters were all over it. But for most people who were already suffering from social media fatigue — their response was “oh no…not another site for me to maintain!” And many people simply opted out, not wanting to [Read more...]

Mitt Romney is getting tired (or lazy) in Iowa!

January 3rd, 2012 · Life, Trends

This upcoming Presidential election will be my daughter’s first opportunity to vote. Combine that with the fact that we live in Iowa, the caucus is upon us and she’s a registered Independent and you can only imagine the flood of mail and calls she’s received leading up to the caucus. You know what all the [Read more...]

5 questions to define your 2012 game plan

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December 30th, 2011 · Business owner/leader stuff, Strategy

Define your 2012 game plan Over the past month, I’ve been posing what I hope have been some head scratching, thought provoking questions to help you get ready for 2012. If you can answer these five questions — I think you’re going to have a solid foundation for your marketing efforts moving forward. In case [Read more...]

Marketing insights question: What’s your legacy sentence?

December 28th, 2011 · Business owner/leader stuff, Passion, Strategy

What’s your legacy sentence? Over the next few weeks, as we head towards 2012, I want to get you thinking about your business in a new/fresh way.  I’m going to ask a single question in each post — but I’m warning you, these aren’t slam dunk questions. I’m hopeful that as you ponder my question — [Read more...]

One last gift

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December 23rd, 2011 · Life

Give one last gift this holiday season I’d like to ask you to slow down for just a few minutes.  I know the holidays are crazy busy and you have gifts to buy, wrap or unwrap, baking to finish and all sorts of other very legitimate  things on your To Do list. I don’t want [Read more...]

Introverted or not – this guide is a must read!

December 21st, 2011 · Books

Lisa Petrilli’s guide for introverts No matter what personality test I take, I tend to score off the chart on the extrovert scale.  I like big crowds, I’m comfortable speaking in front of thousands of people and I get a buzz from being at conferences, networking events and new situations with new people. So you [Read more...]

Marketing Insights Question: How are you building your marketing foundation?

December 20th, 2011 · Business owner/leader stuff, Customers/Clients, Strategy

How are you building your marketing’s foundation? Over the next few weeks, as we head towards 2012, I want to get you thinking about your business in a new/fresh way.  I’m going to ask a single question in each post — but I’m warning you, these aren’t slam dunk questions. I’m hopeful that as you ponder [Read more...]