Sobel Co. LLC Marketing Blog

At a recent program we held at Sobel & Co., one of our guest speakers, Brian Maskell, talked about being leaner and more efficient in your business operations. This approach, of cutting waste and reviewing the opportunities you have to truly add value to a customer relationship, works in every industry from healthcare to retail shops. If you review all the touch points you have with a customer and identify the places where you really make an impact, you might be surprised to find that many if the processes you use simply don’t impact the customer at all. Mounds of paperwork or e-mail transmissions, redundancies, inaccuracies and re-dos, and inconsistent communication all add up to make unhappy customers and a costly process for you. Taking the waste out doesn’t necessarily translate to firing employees or reducing office supplies. It means looking seriously at what you do and finding areas that add no value for the customer interaction and finding new ways to do things in a more customer-focused manner. It is hard to change well established processes and it is challenging to give up or eliminate procedures that you have invested in, but looking at the end result to determine what will be best for the customer should become your ultimate goal.

That’s actually what good marketing is about anyway! Finding out what your customer needs and finding a way to deliver that relevant service or product, cost effectively.  

Have you ever noticed that every now and then an idea comes to mind that you realize isn’t “rocket science” but nonetheless is really a useful concept? I think this is how some great marketing initiatives are born!  I bring this up because I recently traveled to Chicago on business. Because of an early appointment I had, I took a 6:15 am flight. I had to leave my house pretty early, and was feeling the effects of just five hours sleep when I landed in the Windy City around 7:30 am. It was raining and very chilly and I had to wait (outside) for the shuttle to take me to the rental car facility. Once I got there, the lone attendant was waiting on several customers, had a printer that jammed, and had  a caller on hold. All this before 8:00 am. When I finally did get to my rental car (I had to walk in the rain to pick it up where it was parked at “slot 243″) I was wet and somewhat grouchy.  I began to consider what might have made the morning so much better - at very little cost to the rental car agency - but with a potentially great impact.

1 - there could’ve been a pot of fresh, hot coffee in the waiting room. 

2 - they could have supplied rental umbrellas that are returned when you return the car - and just like the gas you replace, you are charged if it is not there.

3 - a simple thing like a small bottle of water waiting in the car would have been a life saver. They could probably even work a deal with a supplier who wants to be exposed to the rental agency’s customers. Through some strategic alliance the water company might agree to supply the bottles of water (with a customized label that says, “Compliments of XXX Bottlers and XXX Rental Agency”) at a greatly reduced cost for the car company.

You can see that these three suggetsions would have gone a long way to defusing an unhappy customer, created instant loyalty and perhaps generated a repeat customer.  It is not about the cost - it is about adding value to your customers. Think about their experience and how you can improve it!

Testimonials can be very powerful. Instead of you talking about the attributes your company offers, encourage your customers to speak on your behalf. This ‘third party endorsement’ is worth its weight in gold – and yet it costs you nothing. A well thought out testimonial is better than an ad campaign, which can seem self-serving. Instead, when prospects hear from other business owners who face the same issues they do that you have a wonderful company to work with, they trust their opinion and value their insights. Where ads may be overlooked because of their commercial approach, an honest testimonial catches the attention of your audience and is almost always noticed and read.

When you are sending a direct mailer, consider including a quote from a customer. You can also ask customers for permission to frame their testimonials (ask them to write it on their letter head) so you can display them at your office or facility as part of your “Wall of Fame” – impressive to visitors, vendors, current customers, prospects and your own employees. Your marketing materials, especially your written proposals if appropriate to your industry, may also include a few words from customers who are very happy with your services and products. Wherever and however you choose to use them, testimonials give your customers a chance to share their thoughts and make an important impression on the business community.    

Direct mail is one type of marketing that can be used across just about any industry – and it is one of those tactics that can be very targeted, can be produced very reasonably, and can have measurable results (something many marketing tactics lack).

The important thing for you to remember if you decide to use direct mail is that you need to have a well defined message that is relevant for the customer audience you are connecting to. You also need to include a ‘call to action’ which turns the mailer from a simple advertisement into a proactive tactic that can generate a response.

If you have not given any reason for the recipient to reach out for you, you will  get less positive results from the campaign than if you provide information that prompts a call, an e-mail or a visit to your website. They may need further information regarding an article you published, want to sign up for a survey, respond to an invitation, or download your latest white paper benchmarking salaries in their profession. Whatever “hook” is applicable to your selected market, you should include something to enhance your use of direct mail as a key marketing tool.

Marketing is more than advertising on bill boards. It is more than direct mail. It is more than media coverage. It is more than exhibiting at trade shows. Actually, it is the sum of all you do – using these tactics, but acknowledging that the most important marketing tool you have is the excellence you guarantee in the service you deliver or the product you provide.

Quality is the most basic marketing tool of all, and if you are lacking this, nothing else much matters when you are trying to build a distinctive brand. So before you write that check for your next marketing campaign, perform an internal assessment of your company and its quality standards. If you have nothing to write home about, spend some time and resources ensuring that you have something to brag about – and then you will be ready to identify a wide range of ways to tell your story.

A few years ago I heard a marketing director talking about a process they used at his company to develop new leads that seemed to be a “no brainer.”

Along with the traditional centers of influence, that is, the bankers, attorneys, CPAs, consultants, existing customers and others who were positioned to refer new business, this company carefully cultivated their customers’ vendor list. They asked their customers for introductions to their vendors, or even to their customers. Since they were all in the same basic industry, these contacts just served to further expand my colleague’s network – and their loyal customers were happy to make the referral, they just had never thought of doing it.  Do you know who your customers do business with? Could this represent a list of new opportunities for you?

At a recent nonprofit program I attended, the speaker gave some great advice.  She said, “Identify your 25 bestdonors and stay ion close touch with them.”  While this suggestion was directed at executive Directors and fund raisers for nonprofit organizations, the advice works across all industries.  Anyone in business should know who their best customers are - and should be in contact with them, adding value, on a regular basis. 

It is hard work to build a meaningful relationship and it is equally as tough to maintain and nurture that relationship, but the results are worth it.

Ask yourself - do you know who your top customers are - and what have you done for them lately?

Some of the best marketing ideas come from right inside your own company. While we have suggested customer advisory boards to help guide you and provide innovative suggestions, you can also form an employee advisory board. In this instance you would ask your staff, the people who often have the most consistent contact with your customers, what they think about improving customer service.

I think you will find that they will appreciate being consulted and will be happy provide you with a  list of possibilities based on their perspective from the trenches.

When talking to your staff, you might ask what customers complain about, and conversely, what they seem to value. Working with your staff you can identify ways to be more consistent in your company’s ability to deliver world class service.

I recently pulled up to my dry cleaner to see a new sign in the window that read, “10% discount if you pre-pay.”  Manufacturers and distributors as well as other sin business have long been suing idscounts as a way of enticing customers to consider either pre-paying or paying within a specific length of time.  Those custoemrs who take advanatage of the discount gain cash in their pocket, managing expenses more effectively, while you gain the ability to manage cash flow and predict work flow more effectively!  It is a win-win but i have to confess I never saw the concept applied to a service provider like the neighborhood dry cleaner.  It made me stop to think about who else - what other industry - could potentially use the same concept and reward loyal customers who are willing to pay early or quickly. Think about it and consider this as an option - it is a great marketing concept as well as being operationally effective for you!