Wednesday, 7-7-04

So my machine (computer) broke this last weekend. Since I don’t have a regular computer repair guy I looked in the yellow pages business to business yellow pages to see what I can find at 8pm on a Friday before a holiday. I made quite a few calls and most of the people on the other end seemed annoyed that I called. Almost like how dare I call on this day and time.

Here were some of the responses:
“its 8pm we are closed, why would you call at this hour?”

”um, like Im eating, can you call back?”

”the manager isn’t here so I dunno what to tell you, Im not sure what you want, a computer or something?”

” is your network down? Your ISP down? Your DSL provider down? Your cords plugged in?,,,,hmm none of those problems? Well you gotta wait til Tuesday then, the other guy knows that stuff, Im off to Big Bear Lake now, bye…”

See a pattern here?

Every business I called rushed me off the phone as soon as they could. On top of that NONE of them asked me for a number to call me back at. Imagine that?

So I decided to get a current version of the regular yellow pages directory which was more local and bigger. On Saturday at 9:30 am I called several places, most of them were opening up shop or just waking up. Again none of these people asked me for my phone number to call them back after they had their coffee or opening the doors.

Now do you see a pattern here?

The last one I called awake and ready to go, and charged a reasonable rate. I dropped off my machine, I called in a few hours, it was fixed, my info was entered into their database, an invoice was in my hand and my check was in his. That is how I like it, pleasant and helpful.

Note all of the things the other people did wrong? Im surprised they stay in operation. I really don’t care about being treated special or anything, I don’t think they owe me something when I call on them for services but in a field that is so competitive you would think that they have a little bit of get up and go.

Anyways, if I were the guy that just fixed my machine this is what I would do:

- Send a thank you note in the mail or email, but mail is more effective. And more memorable.

- Call every once in a while to see how things are going. Then of course offer a discount on any software or maintenance on their computers.

- Contact customers by email, mail or phone to let them know of any computer fairs that may be in town or some kind of thing related to their interests.

- Send out a newsletter monthly or bimonthly loaded with tips tricks and neat things related to computers and networks.

So, why would I do all of this contacting people that may not ever use my service again? The answer is easy, to stay on their minds as much as I can, so when I am needed I am there ready to go. Also it lets the customer know that you are not a fly by night operation, that you took their money and ran, never to be heard from again. It will give the perception of being reliable, this way it will be easier to get referrals from current customers.

So now you know what to do, build your customer list any way you can, at all hours of the day and night. Instruct your employees to do the same, over and over until they get it, then tell them again. Let your competitors sneak off to the lake and not even ask for a phone number when a customer calls, you will be right there to snap them up and keep them for a long time afterwards.

Talk at you soon, maybe =p

-r

Monday, 3-9-04
The problem with most sales letters, website content and other sales copy is that it’s boring. Emotion sells. You can take a boring market like PVC pipe or fasteners and make it interesting. Do something clever or interesting to sell your service.

Here’s an example:
You sell software to salespeople, it makes appointment keeping and scheduling a snap. In short, it makes things easier and saves a lot of time. Not really exciting, but you can turn it into something interesting. What about tell them about what they can do with the time that they can save. “10 things that you can do after saving time with our software”
Then think of some fun little things they can do. Be creative.

“Wait a minute.. My customers are more sophisticated than that…”

Wrong. Just because they are sophisticated doesn’t mean they are sleepwalking! Besides, people buy on emotion, and they use logic to justify their purchase later. This works for everyone. Speak to what is important to your customers, learn what keeps them awake at night and what gets them excited. Write the way you talk, write the same way you do when you get excited about something, when you are frustrated, or happy. It comes across as real. Never mind all of the predictable “buzzwords” that other businesses use. It’s boring and it’s not memorable.

Be professional, attentive and better, but never be boring.

Talk at you later.

-r

Tuesday, 2-2-04
Ok well it took a little longer to write to all of you. I've been busier than usual with clients, the new budget and the push to make money the first quarter has kept me pinned down with plenty of interesting stuff to do.

So how many of you have had writers block, or a block in your creativity? Can't think of what to write or what to do, you feel stumped at every thought? I have a solution for you: just do something. Think about it, if you sit on the chair or couch telling yourself “where do I start?,, hmm,,dunno” how are you ever going to complete anything?

get out your note pad, get in front of your monitor or typewriter, and start writing down thoughts on the subject. Let's say you want to think of an ad for your lawn care biz, a print ad and some banners maybe. First thing is write down all the benefits that you can give the customer. What problems do they face and what problems their lawn faces every day and every season. What about their own yard makes them frustrated, or happy to look at it in the morning when they wake up? Write down your thoughts, write down a word, a phrase, a paragraph, anything.

The idea is to write them down no matter how silly or strange, if it has something to do with lawn care, you want to have it in the notes. Why do this? This way you have these words and phrases that can then be used to spark real true ideas, to get the mind turning, to get it in motion. It's a lot better than staring at a blank screen isn't it?

Talk at you later,

-r

Monday, 12-22-03
I was at the gym this Saturday and I saw a new trainer in the weight room. He looked in shape, like he was good at what he does. (Trainers at my gym get paid over $50 per hour and up for their services.) There was something different about this guy though. He went over to almost every girl on the machines or the weights and talked for a second and then walks away. A friend of mine told me he thinks the new trainer got the job only so he can talk to women. I thought if that is true he is doing pretty good ( I wasn’t sure yet, he talked to a few guys that were there too so I still didn’t believe my friend.)

Next the trainer would return to the people he talked to earlier and show them what to do on the machine or weights that would be better for their work out. At this point he would give them his card. My friend told me he would bet me his Christmas bonus that the trainer was nothing but a womanizer, I would have won.

Every person working out at the gym is a lead, a potential sale for the trainer. Every time someone gets on a machine or weights, he has the opportunity to help and give advice. This in turn proves his value, and he has little resistance from people since he helped out in the beginning. What do you think would have happened if he ran up on people as soon as they get in the door of the gym?

So where do you get your leads? How do you help people? Make contacts with others, help out. Don’t forget, you know more about your profession than others, that is why people will pay you for your service. And if you can prove value before a customer parts with their money, it will be a lot easier for them to when you do.

-r

p.s. if i dont talk at you for a few days, then Happy Holidays!

Thursday, 12-11-03
I received a call from someone that dialed my number by accident. The caller thought the number that we are at was a paper company and he asked about some pens and a certain kind of paper stock. I told him: “we aren’t a paper company but I know of a few good ones, where are you at, maybe I can recommend someone that I like. He was in North Hollywood so I gave him the address of a paper company on Saticoy Ave. They have a nice selection are always helpful. He said thanks and I asked:

”Before I let you go, do you have a website yet?”

Caller: “Well, just on geocities, I'm thinking about getting around to it eventually, I’m not a technical guy so,”

Me: “How would you like to have a site created that you can run without being a computer wiz?”

Caller: ” How would I do that?”

Me: “That is what we do here, we do web and graphic design. And we love creating sites that make YOU money.”

Caller: “Whaddya know, imagine that, what do you have in mind?”

Me: “How about if I come by tomorrow and we can figure out exactly what you want and need to have on your site. I would come today but you are probably running out to get that paper”

Caller: “Ok, let’s exchange info and get together then”

Note how I helped him out first, then asked about him to see if he has a website yet.
( Even if he had a website already I would ask him about tools to make more sales, or if he had any associates that needed a site or website tools) What do you think most people do when they get a wrong number? The usual, “no we don’t do that, you have xyz company.” You are probably asking “what are the chances of a wrong number being in need of my services?” this can be applied to ANY sales, how many times do you think when making cold calls or sales calls does someone think they need your service? That is why you sell what you do. What would have happened if I didn’t ask? NOTHING. It works, try it.

Have a great day.

-r

Monday, 12-8-03
Today I went with some friends of mine to a Thai restaurant with for lunch. Later on the way back down Larchmont I saw something very interesting. There was a Real Estate place that has an office there right on a popular strip where many people walk past, they have about 20 windows. On every window there is a printout of homes available. And guess what? People are taking the time to stop and look at them. Now that is making great use of YOUR OWN real estate!

So, what have you done to optimize your space to create leads and sales? What ever you choose to do, be sure to optimize it in your favor.

Talk at you later.

-r

Friday 12-5-03
Last night I had to go to the Auto parts store to get a new wrench set. I loaned my last set to this guy that has since moved away. Since I wanted to play with my car a bit I wanted to buy another set. So I called them first to see if they had one that fit my need, if not I would have went farther to the hardware place. I call them and the guy answers the phone:

“Thank you for calling XX-Autoparts this is Bob, how can I help today?”

Me: yeah I need wrench set; do you have any over there?

Bob: I will check for you, just in case if we get disconnected, what is your phone number?

Me: 508-3091

Bob: Ok it’s checking right now, do you have an email address? We would like to send you a coupon from time to time when something good comes in.

Me: rkosmic1@aol.com

Bob: Thanks for waiting; we have a few different ones left, a 15 piece wrench set, as well as a 22 piece. This is a good one; it has 45 pieces and comes with a 130 piece ratchet set. Would you like me to hold onto one of these for you?

Me: Yeah, hold the 45 piece; I will be down in about 10 minutes.

Bob: Alright I will save it for you. We have a special on oil today. 50% off any motor oil with any purchase, can I save some of those for you as well.

Me: Grab me two. See ya later.

Bob: Thanks again for calling.

There are several things that happened here? Can you tell what all of them are?
1. The greeting, sharp, helpful and professional.

2. Bob asks for my number in case we get disconnected. Now they have my number to call on whenever there is a sale. Same thing for the email address. Also im captive there waiting to find out if they have something I need.

3. Bob rattles off a few items then gives me a choice of the most expensive which comes with a free item which is the ratchet set.

4. Now that I am committed to buying the wrench set and I said that I am coming down, Bob upsells me on some motor oil. An extra couple a bucks seems small in comparison to a whole wrench set.

These guys are efficient. Are you? What do you do to make things easy and make a little extra on top of what you are selling now?

Have a great weekend.

-r

An experience like this these days are rare when it comes to this type of restaurant. Especially in Los Angeles. When people have attention like this paid to them it can make them feel special and feed their ego since they automatically have a claim to expect special treatment. Since I own my own business I look at it differently. I appreciate and revere other business owner’s attention to detail when it comes to customer service and the customer experience. This is priceless.

So how about you? Do you pay attention to detail? Do you make things easy and over deliver for your customers? Do you take the time to answer your customer’s questions? I think something like that goes a long long way, and pays off in the long run.

Later.

-r

Let’s say you own a site that sells electric scooters, and somehow people come to your site from a message board or article on a site about newborn babies or whatever. Most likely those visitors would not be as valuable as hits from an environmentally conscious site or an alternative transportation themed site or some kind of outdoor bike and hobby kind of site.

The only time when getting hits from everywhere is good is when you are selling ad space to make money. For example if you have a gaming site or an entertainment news site you have a wider audience than if it were a baby clothing site or an electric scooter site.

Once a visitor comes to your site, they are a sales lead. What are you doing to capture their information so you can help them and sell them products that they need and want. If you don’t have any plans to collect visitor information you are just burning leads, its money out the window.

There are many ways that this can be done. More on that later on.

have a great day.

-r

While I was on the phone I got another call. I missed it. It was another customer that wants to add a content manager that he saw online and will pay anything to get it up and running THIS WEEK. I haggled and wrangled for a while on the phone and then was finally free to contact the second guy.

I called the second customer back and he was now out of the office. I will ring his phone off the hook to set him up his content manager this week.

Long story short, I called back the lawn care guy and referred him to a freelancer I use and instead. It’s less hassle for me, and I told my freelancer all I want is 4% on the total.

This is another lesson learned. Don’t waste your time with people that insist on wasting yours. Your time is valuable. There is a difference between over delivering, bending over backwards for your customers and letting them break you. Cut them loose, it will free you up to work with people that are serious about their business, the ability to work with customers that value your time just like you value theirs. It will bring you a lot less headaches and a lot more money.

Later,

-r

On the way to a customer today I was thinking, about the number of mistakes this new restaurant has already made.

1. No Discount - They didn’t offer a “Grand Opening” discount anywhere on the flyer. The perfect excuse to offer a discount to everyone is the “get acquainted with us” discount. Give people good feelings about your restaurant right out of the box. People just happen to like good things at a bargain. We attach or associate good feelings to those that appreciate us or let us know that we are important to them. A grand opening discount fosters a better relationship from the beginning. This sort of promotion tells the people that are new to you that you do appreciate them trying out your new restaurant

2. No map - Even though it’s down the street I would still like to know what corner it’s on or where it’s at approximately so I can figure out how to get right there and find parking, it’s just an added thing that is convenient.

3. No Urgency - The flyer had no sense of urgency. Nothing that says “hey we are new, we want you to come by and enjoy our new restaurant. For trying us out we will give you x% off all menu items this weekend only. Anything, something that is substantial and for a limited time. The idea is to get people in your doors any way that you can. Once you get them in your doors there are many many things you can do to keep them a customer for a long time.

But that is a whole other discussion for another day.

Later,

-r