What are you doing to attract and retain
We’ve been talking a lot about the new economy, how consumers are driving a harder bargain and demanding more from existing vendors. How do you avoid having competitors “on the cloud” leave you “in the dust?”
In the midst of all the confusion and information overload it’s easy to forget that our customers have been loyal because we’ve not only filled their order, but fulfilled our promise for quality, service and solutions that work.
What else are you doing to retain your good clients? For most companies, lead generation and business development are keys to growth and profitability. But even more important is keeping the customers you already have and getting them to buy more!
How often and in what ways do you say “thank you”? What are you doing to find new solutions to the issues your clients face?
Branding has become a significant marketing concept. But branding is much more than a clever tag line or a 30 second elevator speech. Branding should say who you are as a company, what you stand for, what you can be counted on to deliver and why someone should develop a long-term business relationship with you.
Take an objective step back and look at your marketing materials, ad campaigns, and website and determine if your message is consistent and if it accurately reflects the company you are today.
Does your branding reflect the vision and values of the organization? Do your employees know the importance of that branding message in how they interact with your customers? Your branding promise and your unique selling proposition should be reflected in your day-to-day operation, from the way your receptionist answers the phone and directs the calls to the delivery of the product.
I recently went to purchase a computer from a store which advertises low prices and quality service, only to learn that if I wanted to get their advertised low price, I couldn’t buy it in the store, but had to go home and buy it online. After some conversation, we determined that I could go online from one of their computers in the store and make my purchase and then walk up to the customer service counter with the receipt and pick up the product…. A good example of running your customer through the ringer before giving them the price you promised!
Now, more than ever before it’s vital to pay attention to every “stakeholder”; not only your shareholders, but everyone who has a “stake” in your business including employees, customers, vendors, and your community.
It’s a good reality check to invite a couple of business people and consumers who don’t currently work with you or your organization to review your marketing materials, ads and websites and tell you what they perceive, and where there are inconsistencies. Ask some of your current customers to rate their experience with your company against what your branding statement promises.
In Mastering the Rockefeller Habits, author Verne Harnish says, “The brand promise is the key factor that sets you apart from all competitors…it is the starting point from which all other executive decisions are derived.”
In my newsletter this week I talked about Harnish’s 3 top concepts for business growth and success. If you didn’t get a chance to read it, here’s the link :
Marla Riegel is the founder of The Inspired Business Center based in Lakewood Colorado. The Inspired Business Center collaborates with Entrepreneurs and Executives to transform their companies through a balance of practical spirituality, value-centered leadership and consistent profitability. Our team of experts guides clients on a path starting with an articulated, shared stakeholder vision to the results of fulfilling their organization’s purpose, satisfying customers, increasing profit margins and enhancing owner equity. Our approach combines purposeful people, best business practices, and proven systems.
You are welcome to more fully explore “Where Spirituality, Leadership and Profitability Meet” by visiting: http://www.theinspiredbusiness.com