Debbie Mayo Smith, International Motivational Speaker
Motivational Speakers, Sales, Marketing, Time Management, Productivity, Technology, Tips

Archive for the ‘communication’ Category

Five Simple Marketing Ideas For The New Year

Wednesday, February 1st, 2012

1. Start doing press releases.

You can make a press release up about almost everything. Extra learning you’ve taken on, certificates and awards, new customers, sponsorship taken in the community. Try to spread the word – be a better marketer!

2. Start writing articles and submit them to industry periodicals and publications your target market reads.

Articles or comments, quotes by you in articles, work so much more effectively than advertising. If you write an article produced in your target market’s periodicals, you’re almost endorsed as an expert – and how many new eyeballs does your name come across to?

3. Use Email Signatures cleverly.

Signatures on emails are a great way to market yourself to different clients and your different products and services. Your email software package should have a Wizard that walks you through creating it. In Outlook it is the tools menu > options > mail format > signatures.

4. Start doing Thank-you notes, cards and emails.

You know the recommendation that you should always send out thank-you notes and cards. But what if you see a lot of prospective new clients in a week? Or you’re just too busy? Why not do a mix of thank-you notes and emails?

5. Direct Your Audience in what action you want them to take?

Plan ahead. Sure, you might want people to click through to your website and order something then and there. But is there anything else? Do you want them perhaps to give you more information? Do you want them to pass the email on to a friend? Do you want them to sign up for regular emails? So if this book is prompting you towards your first email campaign, stop. Go for a walk. Think. Really think. What actions do you really want your readers to take?

Making Business Friends

Wednesday, January 25th, 2012

When does one and one equal much, much more than two? When you develop the synergy of working with other likeminded businesses. Call it developing working alliances; strategic partnerships; networking; joint marketing. Call it what you want – but I can’t stress the importance of it enough.

Take a look at what you do and find a non-competitive partner whose services or products have an affinity with, or complement yours. Meet like-minded people with big email lists. Both of you can win by getting your names in front of a whole new audience. This would not only ring-fence both sets of clients from other competition, it also adds value and service to them. Not to mention the potential to significantly increase your income earning abilitly from this new alliance.

Thinking inside the square: • Financial services = Fire/general + Risk + Investments + Accounting • Marketing = Advertising + Printer + Web development + Direct Marketing Companies + Copywriters • Gifts = Flowers + Chocolates • Computers = Hardware + Software + Consultants Do think outside the square: • Think about your kids’ school. Many of the parents will be professionals. • Real estate agents – think of their contacts for insurance, architects, investors, etc. • Probus clubs • Clubs (RSA’s). Bowls. Tennis clubs. A language school. A local university with night classes. Speciality clothing stores. Sports clubs.

Have killer questions prepared

Monday, May 24th, 2010

 

When you go to see a prospective client, what questions do you ask? Do you have a set of “Killer Questions” that could really impress the company? These are the ones to ascertain whether you are right for the job (or your company is) and to sell yourself, your credibility, your expertise.

Here are several to get you thinking.

  • What do you want me to say to your employees that you can’t say?
  • If you polled people working with me, what is the one piece of information you would have wanted them to take away?
  • What is THE MAJOR people issue you are faced with right now?
  • What changes do you want to see happen in your organization as a result of this work?
  • What challenges are you facing at the moment?
  • Define three outcomes you would like to achieve?
  • After the job/consulting/contract/work is done, what do you expect your staff to: A. Do differently? B. Feel differently?
  • What messages have you been sending to your people that you want a perceived outside expert to endorse?
  • What is the greatest challenge facing this particular industry/sector right now?
  • What is the greatest issue constraining your organisation’s growth right know?
  • If I asked a range of your customers what they thought of your service, what might they say?
  • What is the greatest need for attitude or skill development amongst your staff?

Turn inquiries into customers

Friday, May 21st, 2010

 

The first few minutes of an incoming call are crucial.
Gain immediate control of the conversation to help you turn innocent enquiries into new customers. I’ll use a financial services company in example.

The Opening
Wrong Way:

“Good morning, Smith Financial Services.” The caller will now ask a question and be in control of the call. Answer the telephone with a statement and then ask the caller a question.
Right Way: “Good morning, Smith Financial Services.” “How may I help you?”
First the statement, then the question. The person who asks the question is in control.

The Price
What if the customer asks for a price? Customer: “How much is your life insurance for a 40 yr old man for $100,000 in insurance?”
Wrong Way:
“Oh, let’s see, it’s 54 dollars a month.” Click!
Right Way:
“I’d be glad to give you all the information you need. Tell me a little more about yourself?”
First the statement, then the question.

The Inquiry

Customer: “Can you give me credit for my existing insurance?”
Wrong Way:
“I don’t think we give credit.”
Right Way:
“That will depend on what exactly what your needs are and what insurances you have now.

Strategy
Control the telephone conversation to turn it into new business rather than a hang-up.

Five Permission Email Tips For Marketing

Friday, April 23rd, 2010

 

1. Only email those who have asked. It’s the law

If someone hands you their business card, don’t assume you can just add them to your email list. Ask first – the best time to mention it is when you get the card in your hand. Say something like: ‘I’ve got a great online newsletter, would you like to get a free subscription? You can leave it if it doesn’t appeal.’ Nine out of ten times you’ll get an affirmative answer.

 2. Always honour their requests to opt-out.

Make it a simple process. Since people often have multiple email addresses, include on your email the address you have sent it to. This can eliminate a lot of angst on their side and frustration on yours.

3. Allow your customers and prospects to give you their preferences.

Information: how much and how often do they want it? For example, if you’re doing a daily email – cater to those who might prefer to have only some of the information. This makes it more relevant for them instead of having to scan through the entire email.

4. Do not sell or rent your lists.

Your email list can be your goldmine, one of the most valuable assets of your business. Don’t ruin it by selling or renting your email list. 

5. Give and take.

You don’t think people give you their email addresses out of the goodness of their hearts do you? They do it in exchange for something of value to them. A gift, Information. Education. White paper.Chance to win. Be creative, but truly add value. 

6. Respond to customer email inquiries promptly.

Why is it that once someone hits that send key on their computer, they expect an immediate reply? They expect that someone is sitting at a computer ready to read and respond to their email. Have an email policy and enforce it. Ensure that you have a 24-hour turnaround if at all possible.

Persistency Pays Heaps

Monday, April 19th, 2010

 

Let me tell you about Wayne McCarthy, a top real estate agent with Barfoot and Thompson in Auckland. Wayne worked with a couple from England for two years house hunting in Auckland during the summers. Several months into year three they bought a home online from England from another agent & company. For most, the contact would have ended then and there. However Wayne continued to stay in touch with them with a regular, five monthly “good day, how are you, need a tradesman or anything let me know” email. Yes, Even though they weren’t clients. He never mentioned in any of the emails “Do I have a house for you, told of an open house or suggested they might want an investment property. He simply sent them a can I help you email.

Five years pass

Wayne gets a call from the English couple. “Wayne, we are not coming to New Zealand as often as we would have liked. Please sell the house for us.” “Of course,” Wayne replies “but what about the agent you bought your home from?” “We never heard from him again. You’ve been loyal so we’ve called you”.

What’s the point?

  • Persistence – 5 years
  • Continued though business was lost
  • System
  • Relationship building – NOT BUGGING

Your System

To build a similar reminder system for yourself – why not create a recurring Task in Outlook (To Do in Lotus Notes) to remind yourself to call, visit, follow up on important clients and prospects?

Your Automatic Memory

Friday, April 16th, 2010

 

We all have a ‘To Do’ list. Most maintain it mentally. Some write down a list, or have 17 half crossed out lists scattered. You might use your software calendar to prompt you. Wrong place. The calendar is built for appointments and meetings only. Reminders make you look unnaturally busy.

Only a minority use their Task function, but even then only as a short term reminder system. 

Look at Tasks another way. For long term persistency. Tenacity.

Most people in business are interested only in nurturing prospects that will do business with them instantly.  If someone is not ready to do business with you when you first meet, send out a proposal – do you forget about them, moving on to the next prospect?

This is where Tasks can make you a sales superstar. Helping you to remember to stay in touch, to follow up – every few months, every year. Until they are ready to do business with you.

Once you create a Task, on the appointed day at the appointed time – a small box will open on your screen telling you the Task is due. You can also set a recurring task and assign a task.

How can you use Tasks to raise the bar of your business performance?

To follow up:

  • When a client will need your services again.
  • On current quotes, proposals, emails you sent that have remained unanswered; on the longer term following up on business that didn’t eventuate.
  • On customer service problems (especially if they are not expecting a future call/contact)

Remind:

  • Staff when reports, items are due
  • Yourself to renew – such as domain names, licensing, contracts
  • Use recurring Tasks to remember to call important clients every 12 weeks or so.

With Staff

  • Project management – including assigning Tasks to staff
  • Following on from meetings- Task action items to the people who are responsible for them

 Instead of trying to remember 1001 things, parking items in Tasks / To Do frees up clutter, removes guilt and ensures your prompted at the right time to action it.

Four Business Relationship Builders

Monday, April 12th, 2010

 

1. Lunch your VIPs
While speaking to a group of AXA insurance advisers, I asked, ‘What do you do to stay in touch with your clients?’ One told me he regularly takes his top clients out to lunch. Never once during the lunch does he bring up business. Yet, he said, ‘Universally, they will.

They will either tell me of a need they have or give me a very good referral.’ When was the last time you took a client out to lunch?

2. Make them feel famous
When you see articles, interviews or items of note in the press about your clients, cut them out, laminate them and then send it to your client. It’s likely if you see it in a magazine you can get the PDF for them too. This is something your customers won’t do for themselves and they’ll really love it.

3. Remove effort
Your customers expect more and more now – giving a cup of coffee is mainstream and expected. Look to save effort, improve their experience of doing business with you. For example try to save a customer having to get their kids out of the car, putting baby into the pram and so on, by encouraging them to ring from their parked car. Then you or a staff member go out to them – a bit like a drive through. This removes a lot of the extra effort for your customer, and quite frankly – do you know anyone doing this?

4. That old fashioned thank you note
Regardless of how much or little your customers spend, consider writing a thank-you note for every single one of them.

Software Tips To Avoid Costly Blunders

Friday, April 9th, 2010

 

Duplicate letters or emails, misspellings, incorrect email addresses can make you look silly, plus they’re wasteful. Before you start your next mass communication, here are a few utterly superb tricks that you can use to eliminate waste and a red face.

First, copy the list you’re going to use into Excel if not there already. Why? Because is not just for numbers. You can work database magic, Enmasse!

 Problem: First and last names in one column, you can’t personalise.
Solution: Under the data menu, Text to columns will split it apart. Tell Excel what to look for – comma, space.

Problem: Double or triple last names
Solution: Need to use those Van de Geens split into three columns by text to columns? Concatenate will put many columns into one. 

Problem: Duplicates
Solution: The exact function will show you where. Simply sort by one column – example email addresses. Use exact to compare. It will return a true for the duplicates. Office 2007 has a new remove duplicates function.

Problem: Mixed upper and lower case
Solution: The function Proper will turn everything to proper tense, meaning first letter of each word capitalized, the remaining lower case.

Problem: Extra spaces between names so your text to columns doesn’t work
Solution: The function Trim gets rid of all spaces in excess of one between items.

With the exception of Text to columns, the functions listed are found under Insert function or the fx icon. After using a function, you have one last step. You see Excel still sees the results as functions (you’ll see the end result). To work with the new data simply highlight the column, copy and paste special. Under paste special select value. This removes the function and replaces it with the new proper format of your text, the last names combined from concatenate.

Why A Good Customer Experience Makes Dollars and Sense

Wednesday, March 10th, 2010

Have you ever thought of the real cost to business of just one lost customer? Or conversely the value that well trained staff can add to your profit?

  1. Cost of lost customers.
    Having a good experience doing business with you brings people back. Think of the long term value of this. Colmar Brunton New Zealand Research shows that if the customer experience is bad, 80% will tell 13 other people.  But let’s look at the converse.

Let’s use the example of a café in a business district. A regular customer might spend $60 a month on take away coffees. If something chases them away – like a snippy employee, or the wait just gets too long too many times because of understaffing, the lost income is at least $720 a year ($60 for 12 months). That is $2,160 over 3 years.  Just from one customer. 

Now what if that customer tells his colleagues “Don’t go to that café’ “. Multiply business lost by people told. Bad service or processes that chase people away has an actual, quantifiable cost.

  1. Value of good staff
    Referrals are the lifeblood of many businesses. Going back to the café example what if they had a great counter person? A fun environment, or gave a free coffee e every now and then to someone as a thanks for being a regular. If that one takeout coffee customer instead of leaving spread the good word, each referral would have an annual value of $720.

    As you can see, having happy positive staff, creating a welcoming environment and a good customer experience pays double dividends.

Article by International Speaker and bestselling author Debbie Mayo-Smith. www.debbiespeaks.co.nz Debbie@debbiespeaks.co.nz

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