How well do you know your customers?

“The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself” Peter Drucker

Do you know your customers really well?  Have you analysed your customers recently and worked out why they buy from you and not the competition and why some customers are better customers than others?   What makes them different?  How can you get more of the better ones?

Without knowing your customer, your target market, the competition and how they compare with you, both with pricing and offerings, the size of your market, understanding your brand, looking at the positioning, featuers and benefits of each of your products/services, doing a SWOT, working out your marketing mix for communications for the year and putting it into a calendar, then the marketing efforts you do undertake during the year will be diluted.  No question.

When I talk about doing an ‘audit’ it really takes in all of the above and more to get a snapshot of where you are now, what’s working, what isn’t, what you’ve tried and rejected and why.  You won’t get a glitzy brochure at the end of it, or advertising flyers, but you will better understand what your business is all about and then be able to implement how best to communicate…  Email is still one of the most powerful means of communication but it has to be done correctly.

I wanted to renew the insurance for my daughter Bea’s cello last week so tried a couple of alternatives and then asked my original insurer to let me know their benefits over one specific one …. Their response?

“I do not know what kind of cover XXX offer, so I do not really know how they compare to us”. 

Hmm is that how you would reply or would you immediately know where you score over the others and be able to give specific examples? The golden sales rule is never to ‘diss’ the competition. BUT you do need to know immediately where your offering exceeds this or that competitor and be able to home into these benefits immediately, without having to um and aah and say you’ll get back to them.

Simples!

Debbie Newman, Armstrong Beech Marketing

 

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Linked In tips to get you started – 5 – Been (physically) networking?

 5.  Been (physically) Networking?

Now, instead of the ‘follow up’ email, search for your new contacts on LinkedIn… Found them?   Then add before the default: “I’d like to connect  ….” something like:

“Great to meet you this morning at the XXX networking breakfast”, I’d like to connect…

You’re limited to characters so can’t go overboard but the personal touch is good AND it reminds people where you met.  You mustn’t try to connect with people you don’t know  it’s spam and if reported your account can be closed down.

You must follow up after attending a networking event. If you don’t, you’re wasting your time and money!

If you are running a business within one hour’s drive of UK BA15 2 , and need some support in getting your LinkedIn started, why not use my ‘Getting Started on Linked In’ service – see the Armstrong Beech Marketing website on the right under ‘Marketing Projects’.

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Beatrice Newman

Our daughter, Bea, started at The Royal Academy of Music,  London, yesterday on the first day of her new journey in life.

Having completed four years at the Royal Welsh College of Music and Drama in Cardiff (RWCMD) in July, graduating with a 1st class BMus (Bachelor of Music) with her ‘cello, she now embarks on a two year post graduate Master of Arts course.

We’re still hoping to secure a little more sponsorship for her, so do please let me know if you can think of anyone or a business who may be able to assist.  And also she’s looking for some private cello students to work with.   Thank you for any recommendations.

http://beatricenewman.wordpress.com/about-beatrice/

 

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Certificate in Coaching and Mentoring for Professionals

Certificate in Coaching and Mentoring for Professionals

I recently attended Quiver Management’s open course and will soon complete my Certificate in Coaching and Mentoring for Professionals. As I work part as coach, part as mentor and part as consultant within my marketing strategy support business, I wanted to undertake some formal coaching training to better support the business owners with whom I work. I also wanted a course which would be ‘recognized’ and this one has been developed to fulfil the standards of the EMCC and have been submitted for the European Quality Awards.

The classroom element of the course is two very intensive days which is challenging, enjoyable but at the same time accessible, after which coaching practice with 3 coachees has to be undertaken, supported by supervision, and then it concludes with feedback and assessment. The support both during the course and subsequently has been so encouraging and supportive. It’s been a fantastic experience all round and one I would thoroughly recommend.

Quiver Management runs a number of open programmes in Bristol, London and Edinburgh at both Certificate and Practitioner levels. See the website, but I note there’s a new Certificate course taking place later this month in Bristol. http://www.quivermanagement.com/open-training-courses/

If you are interested and would like more info, contact Jan Bowen-Nielsen on 07732 786 456 or jan@quivermanagement.com.  I have known Jan for many years, since we were both on the local Bath/Wiltshire committee for the Institute of Directors.  I believe there’s an ‘early bird discount’ for bookings so do give Jan a call or zap him an email.

Jan has included an article about me in his recent newsletter.   http://conta.cc/mWB85V

As you can tell, I’ve been thrilled with the training – wish I’d done it years ago!

So then if you or a colleague
- are looking for a career change and put your years of experience to great use
-have just taken on a new role involving managing  a team and feel some guidance would be really useful or
- are client facing and could do to brush up your conversation skills to maximise the best of those opportunities

do consider this opportunity. I know you won’t be disappointed – and please send the info to any colleagues who might be interested.

Thanks

Debbie

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How is your Customer Service?

British Gas has been fined £2.5m by the regulator Ofgem for the way in which it deals with customer complaints.

Ofgem ruled that the company

  • had failed to reopen complaints when customers said they had not been resolved.
  • had not provided customers with key details about help they could get from the energy ombudsman.
  • had failed to put in place proper complaint procedures for small businesses.

“Today’s finding highlights basic failures in British Gas’ customer service, particularly in dealing with some of its small business customers,” said Sarah Harrison at Ofgem.

And guess what it says on the British Gas website?

“We’re committed to providing the highest levels of customer service at all times and have developed a clear commitment to you”.

Hmmm. I’m sure your website says something similar. Everyone’s website does. But are you sure your customers would endorse the statement?   When did you last ask them?  If not recently, you might like to think about a brief customer survey… There’s easy solutions on line but you only want about six questions.  And for your top 20% of clients how about a personal call? From this you may not only get some excellent feedback which, with permission, you could use on your website etc, but also perhaps referrals.

Too close to home to do it yourself?  Give me a call – something I’m happy to do for you and you would probably get more ‘open’ responses to a 3rd party than to someone with whom they have a relationship.

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Interesting blog from Seth Godin: “Back to (the wrong) school

Back to (the wrong) school

A hundred and fifty years ago, adults were incensed about child labor. Low-wage kids were taking jobs away from hard-working adults.

Sure, there was some moral outrage at seven-year olds losing fingers and being abused at work, but the economic rationale was paramount. Factory owners insisted that losing child workers would be catastrophic to their industries and fought hard to keep the kids at work–they said they couldn’t afford to hire adults. It wasn’t until 1918 that nationwide compulsory education was in place.

Part of the rationale to sell this major transformation to industrialists was that educated kids would actually become more compliant and productive workers. Our current system of teaching kids to sit in straight rows and obey instructions isn’t a coincidence–it was an investment in our economic future. The plan: trade short-term child labor wages for longer-term productivity by giving kids a head start in doing what they’re told.

Large-scale education was never about teaching kids or creating scholars. It was invented to churn out adults who worked well within the system.

Of course, it worked. Several generations of productive, fully employed workers followed. But now?

Nobel-prize winning economist Michael Spence makes this really clear: there are tradable jobs (making things that could be made somewhere else, like building cars, designing chairs and answering the phone) and non-tradable jobs (like mowing the lawn or cooking burgers). Is there any question that the first kind of job is worth keeping in our economy?

Alas, Spence reports that from 1990 to 2008, the US economy added only 600,000 tradable jobs.

If you do a job where someone tells you exactly what to do, they will find someone cheaper than you to do it. And yet our schools are churning out kids who are stuck looking for jobs where the boss tells them exactly what to do.

Do you see the disconnect here? Every year, we churn out millions of of workers who are trained to do 1925 labor.

The bargain (take kids out of work so we can teach them to become better factory workers) has set us on a race to the bottom. Some argue we ought to become the cheaper, easier country for sourcing cheap, compliant workers who do what they’re told. We will lose that race whether we win it or not. The bottom is not a good place to be, even if you’re capable of getting there.

As we get ready for the 93rd year of universal public education, here’s the question every parent and taxpayer needs to wrestle with: Are we going to applaud, push or even permit our schools (including most of the private ones) to continue the safe but ultimately doomed strategy of churning out predictable, testable and mediocre factory-workers?

As long as we embrace (or even accept) standardized testing, fear of science, little attempt at teaching leadership and most of all, the bureaucratic imperative to turn education into a factory itself, we’re in big trouble.

The post-industrial revolution is here. Do you care enough to teach your kids to take advantage of it?

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Upselling and Cross Selling

My earlier post on “Do you want more sales” already covers this, but came across a fabulous example of upselling which I wanted to tell you about.   Just to remind you ….

Cross Selling: refers to selling items that are complementary to the item your client/customer is purchasing.

Upselling: Getting your existing customers to buy more… where you offer your customer an additional product or service at the point that they buy – either a more sophisticated version of what they were going to buy or items that will complement the sale. The purpose of upselling is to build a mutual benefit so that both you and the customer win. Upselling assumes that you have already made/are making the sale – now don’t lose it – the process must never be aggressive.

OK then, we wanted to buy a road map of France for our daughter, together with the necessary Emergency Bulb Kit and the Beam Converters.  Checking out the road map on Amazon, we find an offer which packages all three. Fantastic and a brilliant example of upselling – “building mutual benefit so that both you and the customer win”.  Absolutely.   Saved us time and money and hassle, just making ‘one’ purchase and not three.  Not an ever larger cup of cofee, but something we actually needed.

What can you do to upsell and give real value to your clients….

 

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LinkedIn tips to get you started – 4 – Connecting with people

4. Add people to your Outlook contacts when you met them

  • When you first join LinkedIn, invite your contacts on Outlook/your email system etc to join – you can get a whole list of who amongst your contacts is on LinkedIn. You don’t have to invite everyone – it’s by selection, not default. There’s an ‘Importing your contacts’ info sheet under the ‘help’ directory or go to Tools on the bottom of your home page with Linked In and import button is there. The latter also will show you your frequent email senders/recipients to see if they should be added.
  • And if you go to ‘contacts’ along the top tab, go to ‘add contacts’ (which does the same as (a) but you can also then choose to add colleagues and classmates
  • If you’re looking for someone, then use the search function and go into ‘advanced search’ so you limit by country and any other criteria you choose. When someone who is on Outlook subsequently joins ‘LinkedIn’, I get an ‘alert’ to say that they have joined, and it’s an opportunity to say welcome and invite them to join you. And now that I’ve prepared this paper, I can send them a copy of this to help them on their LinkedIn way!
  • Keeping a note of date and venue of where you met someone on your Outlook contact is really helpful so you can refer back if necessary!
  • Whenever you work with a new business, see who from the company is on LinkedIn and invite to join, if appropriate.
  • If one of your clients/customers leaves his/her company, you may be able to track him/her through LinkedIn and maintain the relationship in the new business.

Check your settings: > Account>Email Notifications> Network Updates – select weekly or daily. This will give you a two line summary of those people in your network and changes they have made to their profile. Really useful update.Adding connections increases the likelihood that people will see your profile first when they?re searching for someone to do business with. People also like to do business they know, or where they have a mutual friend in common.

If you are running a business within one hour’s drive of UK BA15 2 , and need some support in getting your LinkedIn started, why not use my ‘Getting Started on Linked In’ service – see the Armstrong Beech Marketing website on the right under ‘Marketing Projects’.

 

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DMA (Direct Marketing Association) Updates Codes of Practice

In June,  the latest DMA code of practice was released, relating to email marketing.  It has been updated to include the new requirements defined by the new Data and Cookie laws introduced in the UK recently. These laws were introduced to be in line with the increased EU privacy laws.  The link here takes you to a good summary I’ve found with a link to the whole article if needed .

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LinkedIn tips to get you started – 3 – Don’t keep LinkedIn a secret!

3. Don’t keep LinkedIn a secret!

  • Add to your email signature – and you can personalise how your LinkedIn link looks too – see below. You can also connect with people through your email links and not just when on your profile page.
  • Make it easy for people to find and connect with you!

Make sure it’s on your Website and add to your business cards next time you reprint!

If you are running a business within one hour’s drive of UK BA15 2 , and need some support in getting your LinkedIn started, why not use my ‘Getting Started on Linked In’ service – see the Armstrong Beech Marketing website on the right under ‘Marketing Projects’.


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