Sobel Co. LLC Marketing Blog

There are so many different things that a business owner can leverage when marketing a company! But over breakfast today with a friend of mine, Paula Varsalona, a world famous bridal gown designer, I was reminded that it is the basics that always work most effectively.  When she asked a European customer  recently why they wanted to work with her and why they had selected her gowns for their retail store, they said , “We could tell from the beginning what it would be like to do business with you. We liked your website because it was easy to navigate and we could really see the merchandise clearly. We appreciated how responsive you were and how quickly you replied to our inquiry.” So, in this instance, it wasn’t about “flash” or “glitz” but it was about efficency, effectiveness and responsiveness. Paula has built a global business by caring about her clients - both the retailers and the brides - and it shows.  I am not saying you shold stop all of your other wonderful marketing and branding initiatives, I am just reminding you that the customer really just wants you to listen, make life easy, and care about fulfilling their needs. Not that hard, huh!

Last week I had the pleasure of listening to author and speaker Charlie Greene (Trust-Based Selling and Trusted Advisor) talk about how to build trust with customers. When you spend time contemplating how to attract and retain more customers, the concept of building trust must be the underlying foundation supporting all your initiatives. Retailers, wholesalers, manufacturers, contractors, professional service providers and nonprofit directors alike all seek relationships with customers that are predicated on trust.

It stands to reason that the more crediblity you have, the more people will want to do business with you. So - how do you build and sustain their trust? You need to act with reliability (if your product breaks down, how do you solve your customer’s complaint?); you need to focus on the customer’s perspective (how long does your client sit in your lobby waiting for an appointment?); and you need to be transparent and honest (do you make promises you know you can’t keep?). Your sincere  concern for solving the customer’s needs instead of focusing on your own bottom line becomes immediately apparent. Ultimately your bottom line will grow as a result of your commitment to customers, but it cannot be your main focus because, over time, your customers will find somewhere else to go where they will be treated with respect and where their needs are addressed sincerely, quickly and efficiently.

Some of the best marketing you can do does not take the form of traditional promotion or branding. Instead, you can be a value-added resource for those who influence your target market. The stronger your relationships with these influencers, the more likely you are to gain their trust, their respect and (ultimately) their referrals. No matter what industry you are in, you can reach out to others who share your market segment by sharing information and resources and making relevant introductions for them. 

If, for example, you are in manufacturing, you might provide insights of new trends you are seeing to the journalists who cover this sector, helping them find new angles and new stories to investigate or report on.  Business  leaders in retail, construction, or professional services,  can all extend themselves to demonstrate a genuine commitment to helping others. 

In return for your sincere support, those you help will be more willing to help you as well. Make a list of the influencers in your market and consider ways that you can consistently interact with them more effectively. Just try it!

Just this week-end I was reminded that sometimes you can define world class service best by making observations when it is NOT delivered!  Here is what I mean:  I recently received a gift certificate for a massage at a nearby spa. After enjoying this free hour of stress relief, I was checking out when the spa manager gave me a gift certificate for $10 off my next visit, if used within 60 days. Great marketing I thought – catching me while I was still under the glow of the treatment and encouraging me to make a commitment for a future appointment. So, I made the spontaneous decision to schedule another massage. Just what they were hoping for, right? Well, not necessarily. When I asked to book a date in February with the same person, I was told “She hasn’t set up her February schedule yet, so can you just call in a few days?”

They went to all the trouble of getting me to become a loyal fan and then put the burden on me to follow up! I said, “Never mind. I will probably forget in a few days.” Of course, she quickly agreed to put me into the computer, but I left feeling like they could’ve been much smarter in the way the transaction took place.

My take-away from this experience is to always think about what your customer wants, consider how to make it as easy as possible to do business with your company, and then establish a policy to ensure this happens consistently!

Great reputations are built on great service. But you cannot address the needs of every customer yourself. That means you must enlist the help of everyone in your organization. The more people who have ownership of customer service, the more successful your efforts will be.

Last night at dinner a friend of mine commented that she recently overheard one of her sales reps admonishing a customer, making some “demands” on how they fill out their purchase orders. She had to take her aside and gently remind her that customers are the heart and soul of the company. Instead of complaining about how hard the customer was making it for the company, they need to do everything they can to make it easy for the customer to do business with them! Instead of chasing away good customers with a “our way or the highway” attitude, train your employees to cherish every contact!

The Ritz, Volvo, Disney, Southwest Airlines and others with enviable brands accomplish their reputation because their team of employees has a passion for quality customer care!

In a recent survey conducted by Sobel & Co. our respondants indicated that one of their top concerns is generating more sales for the company.  While marketing helps keep your business’ name prominent, you need to be able to connect the dots and move a prospect from “hello” to “yes” by building a strong case.  To do this you can utilize a mix of sales tactics - from direct mail to telemarketing to personal interaction. The more value you add, the more likely you are to get that first appointment. If you can build a rapport, share relevant information, it is more likely for a prospect to want to conduct business with you.

Identify your prospect list and use it to make suggestions and offer practical solutions to get the attention of this audience. One word of caution: don’t try to be front of everyone. Stay targeted. It is better to have meaningful contact with fewer people, as you  turn  cold calls into warm opportunities, than to try to reach a wider audience.