Sobel Co. LLC Marketing Blog

Eevery month at Sobel & Co. we are going to be sending out an electronic newsletter to the nonprofit community,  beginning in mid-October. One of the columns we are going to add will be called the “Client Spotlight.”  There are many wonderful reasons why to do this - and you can do the same when you send out informative newsletters, or by leveraging an area of your website to focus on a particulare customer every few months.

When telling your customer’s story, you give them some additional exposure to the business community. This is great for both of you. it demonstrates to your audience the high quality of your existing customers. It allows the customer to have some “bragging rights” about being selected as your customer-of-the-month. They may choose to pass along your newsletter to their own custoemrs and vendors so that they can see the spotlight as well. In doing so, your newsletter will gain additional readers, who may return in the future for more news.

The goodwill you generate by highlighting a customer can quickly translate into real dollars as the customer’s loyalty increases and their willingness to act as a referral source ggrows as well - in their appreciation of the coverage you have provided.

It is easy; thoughtful; and has no down side.  Of course, if you are worried that other customers will resent being overlooked, tell them they were next on the list - and use their story the following month. Your customers might line up to get a turn, but that’s all the better!

Earlier this week I mentioned the importance of interacting with customers when they least expect it. Obviously this does not mean following someone around the office or facility saying, “May I help you?”  The kind of interaction that makes good marketing is the kind that really does add value.

My daughter was trying on a blouse recently and it was clear that adding a belt would make a significant difference in the look of the garment. The salesperson took the time to go to another floor where accessories were displayed so that she could bring some samples up and show us what adding a belt or a scarf would do. She made a sale that day – but she took her chances. We might just as easily have been “shopping around” with no real intent to make a purchase. Yet she never acted as if we were imposing on her, or that she minded going out of her way for us. In fact, it seemed common place – as if we should expect her to actually help us! This attitude is adaptable to any industry sector. It is not only the retail salesperson who is on the front line.

Think about all the opportunities you have when talking to or working with customers – whether in person or remotely – whether in retail, manufacturing or at a professional service firm – and think what you can do to make that customer believe they are the most important customer you have. Because they are!

I recently spoke with a friend who is the department manager at a specialty retailer in the Chicago area. She told me that every employee is required to perform eight individual customer-focused activities in each eight hour shift.  The company puts every staff member through intensive training on customer service when they are hired, and there is a system of accountability to in place to ensure that everyone complies. There is a list of suggested action steps, but employees may also come up with their own ideas. For example, my friend is the manager of the petite women’s wear section.  She writes personal notes to shoppers, or places a call after an item has been altered to ask the customer if the changes are satisfactory. If a customer has a particular brand or color or style that she prefers, then she will get a call when similar products come into the store so that she has the opportunity to see new inventory before it even hits the shelves.

While all of this takes time, the benefits, as Mastercard’s ad campaign tells us, are priceless. What makes this unique is that it is the company’s culture. It is a process. It is enforced with consistency. That means that just about every customer who shops in this store can be guaranteed of an excellent experience. It is not left to chance; it is not left to the discretion of the employee; it is mandated as appropriate behavior. This type of sustainable customer service is the best marketing anyone can have – and yet the hard costs are minimal. The real investment is the time it takes to train and monitor for the delivery of world class service. But it is worth it.        

As the recession loosens up a bit (as we are told!) , it is a good time to position the company to take advantage of emerging opportunities. To attract new customers, as well as increase loyalty with existing customers,  some of your best marketing can include outreach programs to your audience.  A campaign designed to get and keep customers can, and should,  include special deals, discounts, value-added incentives  and other custom-designed promotions that will attract attention and encourage sales. If you are ahead of the curve you may have more influence on the future behavior of your customers. By addressing their specific needs now you will be building relationships that will flourish in the future.

When considering new ideas for marketing your goods and services, whatever business you are in, you should be thinking about the image you portray based on your physical surroundings. Poor first impressions are hard to recover from, so everything matters – from curb appeal for customers as they come into your office, facility or retail store to all interior areas that have access for the public. The way you look says a good deal about the company and you need to recognize what message you are sending – even if unintentional. I recently stayed at two different hotels while on vacation. The rates were comparable, but the pleasant atmosphere at one made all the difference in the world – and the second hotel paled in comparison because they were not paying attention to details, including the general neatness of the lobby, outside entrance and other areas. It is good not to forget that it isn’t only your products and services that you are selling. Instead, everything about the company is part of your pitch!

Good marketing ideas are limitless. If you just use your imagination you can turn a mundane event into a wonderful experience. Consider this for example: my son and daughter in law are selling their home in Philadelphia. A realtor has been showing it for six months with little success.   They switched to a new realtor who has some terrific ideas to draw attention to their home and the flow of potential buyers has increased steadily. Last week she held an open house and since it is on a quaint, historically preserved street in the heart of Philadelphia’s Rittenhouse Square area, she served soft pretzels and Rita’s Ice to everyone who came in – advertising the home as one that is “an original” Philadelphia landmark, just like soft pretzels and Rita’s ice. She turned a commonplace experience into a fun, dynamic event – and in this way increased the energy, enthusiasm and interesting their home. Think about ways that you can apply this concept to your company, turning every day activities in extraordinary customer experiences.