If you are new in business like I was, you have probably read or listened to countless people that tell you the purpose of marketing is to make a sale. I remember that one of my first “sales” jobs had a title of Marketing Manager. People have a weird relationship with the word sales. Yes, it is important to sell. Without a sale, you don’t have a customer and without a customer you don’t have a business.
Now let me ask you, how do you like it when you feel you are being sold?
Most people don’t like it and they will actively resist it. What happens when, as a business owner, you change your approach to marketing from selling to educating?
The buyer does not want to make a mistake. Nor do they want to be sold something they don’t want.
When you can change your marketing into education, you help the buyer make their decision. Now you are partners on the buyer’s journey. You are helping them to learn how their problems can be addressed and how their results can be achieved.
That looks simple until you decide you are going to market to everyone. Marketing to everyone is really marketing to no one. You see, different people have different problems they want solved. To become really effective, you want to identify your target market. Your ideal customer. These are the people that resonate most with the problem you want to solve.
If you think back to the 1960’s, if you wanted Pizza you either drove to the Italian restaurant to sit down and eat or you went in and picked it up. Domino’s stepped back and surveyed the marketplace. They asked, “Is there an underserved need? How can we differentiate ourselves?”
They saw college kids, who are always hungry. Many did not have a car.
“What if we delivered?” They then created stripped down kitchens for delivery only and built them close to campus. They could then promise your pizza in 30 minutes or less.
Notice they did not say the best pizza. They said fast and hot in thirty minutes. They became the number one pizza company in the world with arguably not the finest pizza.
They did this by solving a specific problem (I want pizza fast without leaving the couch). Then they educated their buyer with advertisements all over town saying thirty minutes or less.
Ask yourself,” What are the questions my buyers typically have about my business or business category?” Write those down and answer them. Then ask, “What do I wish my buyers would ask?” Write those questions down and answer them. Now you have the basis for your marketing. As you use these questions and your answers in your marketing efforts, be, they at a networking event, a blog post, or an advertisement, you are now helping your buyer on their journey.
Speaking of journeys, The Profit Accelerator starts September 25th. This is a weekly meeting with other small business owners where you will have the chance to learn how to build the buyers journey, to craft your message so that you compel your buyers to learn more. Each week there is a new business or personal development fundamental. Each week as you execute on your fundamentals and goals your business will begin to transform. Consider a group of six successful business-people that are as committed to your success as you. To see if you qualify, schedule your call here.
Most entrepreneurs are doers. They get up and go do. They get the job done. And then they burnout, they get stuck, they are working harder than they ever did in a “job”. This is often because they do not schedule Time To Think (TTT). To self-reflect. To think about the business, the future, their history, and where they can make adjustments. I can hear you saying now, “Who has time to self-reflects. I’ve got stuff to do.”
Once you build this habit, you will find it to be the most valuable use of time, in terms of money, fulfillment, and ease of operation period… full stop.
Let me suggest a few ways to create this habit.
- Consider and experiment – to find what works for you. For some people it is when they are running, journaling, or weeding the garden. For me it is journaling. I free associate in my journal every morning and just write whatever comes out. This typically reveals what is lurking under my conscious thinking so I can address it.
good questions to get more focus
- What went well?
- What would I do differently? (This is not “What went wrong.”)
- What was I uncomfortable doing?
- What will I commit to doing moving forward?
- What was your process to pursue your goals?
- Commit to the time. I have a one-hour block of time on Sunday AM where I review the week. What worked, what did I get done? How did it work? What would I change? This week it is updating some slides in a presentation that I did not like the way they flowed. One hour might be daunting at first. Maybe commit to 15 minutes at the beginning of the day or the end of the day. I have some clients take just a moment before they cross a threshold to ask:
- What outcome do I want from this?
- How do I want them to feel?
- Who do I have to be?
Just asking these question’s shifts the way we interact with each other.
I can promise you that if you take this time on a regular basis to review your business, your progress, your obstacles, and your insights…Your business will be transformed.
On September 25th we launch the Profit Accelerators Circle. This is a committed group of small business owners that are out to transform their business. It is business fundamentals. It is execution and it is accountability. If you are ready to stop waiting to see how this Pandemic is going to play out and you are ready to create your future click here to see if you qualify for the program.
Customer service is important and can make or break your business. Consumers have less and less patience for lousy customer service and can easily get frustrated by waiting in long lines, punching endless buttons, or trying to get a live person on the line. Who thought CHAT was a good idea? Science has demonstrated that multi-tasking DOES NOT WORK. It delivers poor outcomes and actually impairs cognitive function.
If you want repeat business, you must ensure their experience meets and surpasses their expectation. When you do this, they will share it with their network. when you don’t they will also share it with their network.
Here are three (not so secret) secrets to good customer service. It helps when you decide what you want your customers to experience.
You are the leader of your business, so you need to have a clearly defined plan for your business and that includes customer service. Here are three main goals you want to consider:
- You want it to be easy for your customers to do business with you. You can do this with advertised discounts, kiosks, your website, and other technology-based programs to help them shop. However, if you are going to use technology, make sure you design it with human interaction (not just tasks) in mind. A poorly designed call tree will lose you customers fast. A well designed one will win them.
- Conducting business with you should be a warm and pleasant experience. Your staff should be knowledgeable, approachable, and patient. Make sure your staff can make decisions to solve customer problems. Your customers want to feel like they are getting a good value for their time and money. Perceived value goes beyond the price of the products and, in large part, the experience is more valuable than the product. You can get a steak in a number of places. Yet, the experience at Ruth Chris is different than the Golden Corral. To achieve this requires training, reinforcement, and accountability.
- Don’t just look at this as an expense to be minimized but an opportunity to optimize your customer experience. This shouldn’t be a question of expenses but making and keeping happy customers.
With these thoughts in mind, you also want to do a few things to make sure this idea sticks:
- Share your customer service vision with the rest of your team.
- Tie your incentive programs and bonuses directly to customer service.
- Track the level of customer service your staff is putting out. This is more than measuring call times, it is actually listening to the customer interactions.
- Know when you can ignore what your customers think that they want.
- Continuously focus on your goals.
Now that you know what you want, you can start thinking about how to meet those wants and create a positive customer service experience.
If you’re having a hard time deciding on what you want, the tools, resources and coaches in our GUIDED TOUR can help you define the wants and needs of your company in relation to customer service.
Let’s look at the e-myth and see if we can debunk the myths. of e-myths a to help you avoid falling into the e-myth trap.
First, what is an e-myth An entrepreneurial myth, or e-myth, is an assumption that anyone can succeed at business with:
- Some capital
- Projected a targeted profit
This is just not realistic. Think of starting a business as a marathon. Sure, everyone starts out of the gate at record pace, but after a few miles people start slowing and some drop out entirely. Building a successful business takes stamina and agility, grit and perseverance. AND, it takes a skill-set and mind-set.
The reality is that there are many different facets to a successful business and none of them can be ignored if you plan to find success.
Let’s explore the roller coaster of emotions that comes with starting, nurturing and the potential failure of a business.
The emotions that occur, in order, are:
- Sense of self-loss
This is usually caused by the e-myths and assumptions we talked about. You can get your hopes so high on instant success that even the smallest lag and you are sent into an emotional tailspin. This is also brought on by the stark realization that you can’t do it all and will need help in the areas where you don’t have the knowledge. Now, faced with limited choices you may feel like you need to back out and hide, but don’t do this.
Use our FREE test drive to get the business coaching you need to avoid feeling overwhelmed and defeated.
We all develop habits. Some are good and some…well they don’t serve us. We build them because our brain likes shortcuts. These habits lead to results
So there are a lot of unproductive behavior patterns that hold many small business owners back from success. Because they are ingrained, many of these behaviors are occurring unconsciously by habit.
These habits might look something like:
- Checking Facebook while on a call.
- Checking your email many times a day.
- Multi-Tasking (It really doesn’t work)
- Failing to delegate
- Failing to train people so that you can delegate
- Thinking you can create systems, policies, and procedures later
If these habitual behaviors are holding you back, what can you do? It is not as simple as a decision. You probably have heard the story about four frogs on a log and one decides to jump. How many are left? Four… because deciding is not action.
Maybe you have heard the story about how you control an elephant. As a baby, you tie them to a post. And over time they believe that they cannot break free. Then as they get older, they have been conditioned that they cannot break these bonds.
These beasts of 5 – 6 tons that can topple buildings have been conditioned to believe that they cannot break these bonds. What have you been conditioned to believe that is not serving your business?
Small business owners have been conditioned also. They are taught to believe:
- “If I don’t do it myself, it won’t get done.”
- “I can’t rely on others to do it right.”
- ” Money doesn’t grow on trees.”
- “I have to work long hours to be successful.”
These beliefs lead to long hours away from the family which, in turn, wears you out so you don’t think clearly. And the cycle goes on… work harder with diminishing returns.
What if you could get clear? What if you could be focused? What if you could delegate and trust the process? What if that led to scaling your business? Is it possible?
I have a fully developed e-learning platform that will teach you basic skills as well as the way to build systems and processes to create your million-dollar business. You also have access to hundreds of templates for post cards, websites, and advertisements to help you create your own.
The following audio recording will help you learn the techniques a business owner can use to change the way they think about their business… and do it in such a way that you begin to see dramatic changes in your patterns of behavior. Let me show you how I help small business owners learn the secrets to increasing their revenue by “3X – 16X” To take a Test Drive on our system visit http://ras-squaredacademy.com/guidedtour