What's your customer service score?

If polled, most business owners believe their customers are fairly happy with the level of service they receive. But are they? Do you know how your clients feel about your business? Would they readily recommend your products or services to one of their family members, friends or colleagues? Remember, as we become seasoned business owners, we tend to get lost in working in our business instead of on our business. As a result, we sometimes lose sight of how our business is truly operating.

Customer service should be part of any marketing plan. After all, your customers are the ones that can make or break your business. Statistics show that every person who has a complaint about your company will likely tell 10 other people about their bad experience. Service that's so-so or average may get one or two people recommending your company over the competition. But, what do you think would happen if you delivered consistent and superior service? I would imagine you would quickly develop raving fans who would gladly tell others about how well you solved their problem or served their need.

Consistency is probably one of the best ways to make sure you are providing a high level of customer service. This can sometimes become difficult, especially if you are a sole proprietor. But it becomes even more critical when you begin to hire employees. As business owners we like to have things done a certain way, and many, if not all, of our customers have learned to depend upon us to get the job done to their liking. When you start to hire employees, they may not have the same degree of enthusiasm or loyalty to your vision.

So, the burning question is, how do you provide the consistency that will give you "raving" service scores from your customers? The answer... with planning. Go through your company's entire customer experience and systematize every aspect. Write it all down - everything from scripts for answering the telephone to scheduling an appointment to talk with your prospects about your product or service. Create your Standard Operating Procedures (SOP) and don't leave anything out.

As I mentioned in the last issue, if you want a better foundation for the planning you will be doing, I highly recommend reading the book, "The E-Myth Revisited" by Michael Gerber. To purchase a copy, you may click on the link below. Eagle Soars Marketing is also available, on a consulting basis, to help you evaluate your customer service score and create an SOP that will be sure to turn your customers into raving fans.

The E-Myth Revisited: Why Most Small Businesses Don't Work and What to Do about It By Michael Gerber

Small Business Marketing: Getting Back to Basics

As we become seasoned business owners, we sometimes get lost in working in our business instead of working on our business. In doing this, we start to lose sight of why we decided to go into business for ourselves and everything we do becomes a habit. This is why, over the next several issues, we're going to get back to some of the basics of marketing.

With the economy the way it's been, I've seen a lot of business owners responding to the slow times in fear. The first place business owners cut back is in the amount of money they spend on marketing. One of the reasons for this response is because many business owners view marketing as an expense instead of an investment. I'm sure we've all heard the saying, "You've got to spend money to make money." It's true.

With that said, the first thing you need to do is view marketing in a more positive light. Instead of cutting back on your marketing dollars, you need to take this time to regroup and review your business model, see how well you serve your customers, and create a strategic plan for moving forward.

So where do you start?

It's important to take a look at what you've been doing and evaluate how well it's working. Hopefully you have a plan in place to find out from where you are generating new customers. If not, that's the first policy you should begin implementing right away.

In evaluating the effectiveness of your marketing program you need to be answering a number of questions like "What strategies have I been using to market my business and which ones have been successful?," "Is my marketing message focused on what the customer wants or on what I am selling?," and "How well am I serving my customers?"

Once you do your research, you'll be able to identify what strategies are working and those that need to be stopped. You will also be able to determine how well your marketing message works. Finally, by talking with your current customers you will be able to ascertain if there are areas of your service that need to be improved. As soon as you reach this point, you'll be able to create a marketing plan that will get you better results for the investment you are making.

In the issues to come, we'll be discussing the different aspects of a marketing plan including customer service, prospecting, sales, advertising, etc. If you want a better foundation for the planning you will be doing, I highly recommend reading the book, "The E-Myth Revisited" by Michael Gerber. To purchase a copy, you may click on the link below.

The E-Myth Revisited: Why Most Small Businesses Don't Work and What to Do about It By Michael Gerber / Harpercollins

Selecting keyword phrases for Search Engine Optimization

One of the secrets to search engine traffic is using pre-selected keyword phrases within the content and other areas of your web site. Keyword phrases are what potential visitors would use when searching for the products and/or services you provide. You want to find the best phrases and use them in your site in a deliberate and pre-planned way. Too many keywords and your site ranking goes down. Not enough and your site goes nowhere.

If you've done any research about keywords, you may have seen or heard the term "KEI." The KEI is a search engine optimization tool used to measure how effective a keyword phrase would be for your web site. Technically speaking, it compares the number of searches for a keyword phrase (a/k/a popularity) with the number of search results (i.e. your competition). The higher the KEI, the better chance you have to get higher in search listings.

Ok, for the nuts and bolts of how this works... Before you do any searches, you want to really put some thought into your keyword phrases. One thing to remember is that you need to be looking for several keyword phrases (two or three words) that describe the content of the particular page on which you are working. For example, if you are in the business of fixing cars, a good keyword phrase would be "automotive repair shop."

Next, you want to identify the KEI for your phrases. The following formula is used to determine the KEI.

KEI=Number of Searches / Number of Results

To begin your research you can use Google's Free Keyword Tool. This tool is an excellent way to start your research. Another way is to use Wordtracker. They offer a free search, but the information you gain is limited. You may want to consider a weekly subscription for a small fee and complete all your research then. They also have a free trial subscription to their service. To check it out, go to:

Free Keyword Search Trial with Wordtracker

Great Ways to Show Customers You Appreciate Them

We're in tough times. Competition for new business is high and the economy is slow. Despite the way things are, here's one thing I know... loyal customers will stay with you regardless of the cost of doing business. But here's the catch. How do you create a loyal customer?

The first and foremost way of developing a loyal customer base is by providing superior customer service. Not the kind of customer service that gets by doing a little bit more than the competition but the kind that far exceeds their expectations. The kind of customer service that lets them know they can depend on you no matter what. The kind of service that is performed consistently each and every time you come in contact with a customer.

Beyond this level, I believe there are ways you can show your customer you appreciate them. These ways are all about "developing a relationship" and not about manipulating anyone or making them feel guilty if they don't do business with you.

1. Send a handwritten "thank you" when they give you a referral. This is a simple gesture so many business owners overlook. If you are in retail, don't think you are limited in this area. I'm talking about loyal customers here, so you should have their name and address. If not, you should create a system that seeks to find out that information and begin to develop stronger relationships with your customers.


2. Send out a card on the day of your customer's anniversary of doing business with you. This not only lets them know you appreciate them, but it reminds them of how long they have been loyal to you. If you have more personal information on your customer, like their birth date, send out a card for that occasion.


3. You can always use some simple giveaways to hand out to customers when they make a purchase. My favorite promotional product company is All-Ways Advertising . If you contact Michael Schleifer , he'll help you come up with a promotional campaign that will make an impression on your customers.


4. Listen to your customers and what they tell you about their personal lives. When the holidays come or if they refer someone to you that becomes an "A-rated" customer, send them a gift that has some meaning. It has to be something that shows you put some thought into it, just like you were purchasing a gift for a close friend or family member. Here are just a few ideas:
   

   - If you know your client loves exotic plants, you can go on-line to a florist (like Flowers Fast - they are a top 100 FTD company and can ship most things with same day delivery) or a company that sells specialty plants. Bonsai trees are always a unique type of gift. Bonsai Boy of NY has a great selection of bonsai trees at very reasonable prices.

   - One of my favorite gifts to give a customer is a steak and seafood dinner. Last year I had a prime rib and crab leg dinner for 4 sent to one of my clients just before Christmas. They received not only a great meal, but they had one evening where they didn't have to worry about what to have for supper and they could enjoy each other's company.

   - For the busy executive, you can always go to Executive Essentials for fine pens or Franklin Covey , a well-known company that offers the world's best training and planning tools to help people their effectiveness and achieve their highest priorities.

   - Does your customer like to play golf? Go to www.golfcard.com and give them a golf card that allows a discount at 3600 courses around the country.

   - Finally, there's always the gift basket filled with holiday treats like candies, muffins, cookies, wines or cheeses. You can go with a local company, like The Giving Basket in New Jersey (they can ship anywhere and have been named as one of the top gift basket companies in the country). I also like Mallory's Marvelous Muffins ( www.muffinlady.com ). I know the owners of these two companies and highly recommend them to anyone who wants to make a good impression. Some on-line companies to look into include Wisconsin Cheeseman or Winebasket.com.

Hopefully I've given you some different ways to show your customers you appreciate them. If you don't have the budget to implement any of these ideas and you can't do anything else, make sure you at least give them a call just to tell them "thank you."

Eagle Soars Creates Marketing Packages for Salon/Spa Business Owners

Eagle Soars Marketing wants the small business owner to be a success. That's why we've designed a marketing product that will help salon and spa owners build relationships with their clientele and prospects.

This marketing package for salon/spas includes the following:

• Print-ready, electronic versions of four (4) oversized postcards (see templates below).


• Our Set Your Sights™ Marketing Program Schedule so you can keep on track with your mailings.


• The Set Your Sights™ New Business Tracking Form to identify from where you are bringing in new business.


• Our special Set Your Sights™ Quarterly Tracking Report to evaluate the return on your marketing investment.

Upon placing an order, we contact you to obtain a high-resolution copy of your logo and any other information we need to include on the postcards. We then take this information and plug it into the layout with your salon or spa's information, email you an electronic version, and also send you everything on cd-rom. You can then take the files to your local printer for printing and mailing or upload them to an on-line printer like VistaPrint. Click Here for 30% to 60% OFF All Vista Print Products

Package Value: $2,380.00
Our Cost: $250.00

For more information or to purchase this marketing package for your salon or spa, go to our web site at: http://eaglesoars-marketing.com/salon-spa-postcard-mailers.htm.

Making Your Company Shine

As you are starting the New Year, there are things you can do to create an image for your company that will shine above the rest. Every day you can find stories on the economy, unemployment rates, and business success. There's no doubt that business owners and consumers are leary. In a difficult or unsure economy, one of the things businesses do first is cut back on their marketing budgets. Instead of cutting back, keen business owners should be taking this opportunity to outshine their competition. When trying to figure out what you would like to do with your company this year, here are a few pointers to keep in mind.

1. Develop a plan. It is always surprising how many small companies neglect to do any kind of business or marketing planning. Figure out where you want to go and how you are going to get there. Then, write the plan down and update it periodically.
2. View marketing as an investment. The more you strategically market to the people who need your product or service, the more customers you will attract.
3. Evaluate what you are currently doing to make sure the money you are spending is working for you. Don't use strategies just because they are part of a traditional marketing program. Focus your efforts on what gets the best results.
4. Stop using strategies that are not working and always remember to test and measure so you know whether you are effectively reaching your target audience.
5. Review your marketing message. You want to be certain it clearly and concisely demonstrates "What's in it for me?".
6. Don't forget to have fun. If you love what you do and are having fun doing it, you will have no choice but to succeed.

Getting the Most Out of a Trade Show or Event

Any event, whether it is a trade show or local arts/crafts show, takes deliberate planning to be a success. From pre-show promotion to post-show follow-up, every detail counts. To help you make your trade show a complete success, we’ve put together some great tips. These tips can be used by any business - regardless of size or what you are selling.

How much time and money do you expend making one sales call? Most small business owners would not be able to answer that question and yet they are working hard every day to reach out to as many people as they can hoping that one or two might jump at an offer. I would venture to say that once you calculate your hourly rate (for those who don't typically bill by the hour for their time) and figure in how much time you are spending to identify and reach out to prospects as well as how much money you are spending to market to them, you will be shocked at what it costs to gain a new customer.

Comparatively, you will find the expense of a sales call at a trade show can be a fraction of the cost associated with making direct sales calls. A trade show is the ideal setting to introduce your products and services to your target audience. If the trade show or event has been carefully selected to enhance your business product/service, you will have a captive audience. Statistics show, on average, it takes only one follow-up to close a lead that was generated at a trade show exhibit. Having exhibit space at an event can bring you a lot of inquiries, leads, referrals and sales - but only if you’ve taken the initiative to pre-plan your event.

Here are some suggestions for getting the most out of a trade show or event.

Advertise your appearance:

If you opened a store in a shopping mall, would you advertise and promote your business get people in the door? Of course you would! Well, while the type of advertising might be different, the same is true of a trade show. Send letters, e-mail, and postcards to both existing clients and prospects. If the event producer provides you with printed or electronic flyers of the event, put them to good use. If they don't provide this type of media as a general course of promoting the show, ask them if they would send you what they've prepared. Consider including teasers in your mailings such as coupons, discounts or prizes and let the recipients know they can be picked up at your exhibit.

Design your exhibit:

If you've never attended a trade show or event before, it is very important to know how you will set up your exhibit beforehand. Whether you are a "newbie" or a seasoned exhibitor, periodically take a look at your display and ask yourself, Does my exhibit have extraordinary eye appeal and stopping power?"

You want to build your display around your product, but you should avoid a lot of clutter on your table. You also want to create a way to capture names and contact information for the people that will stop by to talk with you. Finally, make sure you have a brochure and business card easily accessible on your table so someone can get your company information if you are busy speaking with another prospect.

Try to get someone to work with you at your exhibit:

Having an extra person at your exhibit will be very helpful, especially when you have a number of people that are interested in what you are selling. There are some key things to remember about staffing your booth though:

• Make sure your staff knows the product and can answer typical questions they may be asked. Prepare a 30-second description of what you do and make sure everyone knows the script. Make sure the description is concise and lets prospects know how your product or service can solve a particular problem for them.
  
• Choose a person (or persons) who will be enthusiastic when talking about your product or service.
  

During the event, greet visitors the right way:

Whatever you do, don’t sit down! I know, your feet get tired and at the end of the day, you can barely stand, but don’t do it. Also, don’t look bored, cross your arms, read, or eat at your exhibit table. You should take time for a break and if you have someone working with you, you can take turns with breaks throughout the day. As a little side note - do NOT take off your shoes during a break. You will not be able to get them back on and if you do, your feet will hurt even more.

Enough with the don’ts - here are some do’s. Do make sure your table is manned at all times. Smile and look approachable. Finally, engage visitors in conversation so you can make sure they are properly qualified as a prospect.

Qualify, qualify, qualify your leads:

Did I mention that you should qualify your leads? This step is very important. You want to engage a visitor in conversation so you can qualify their interest in whether they would like to buy now or later. Use lead sheets to keep track of potential customers. To qualify the leads, ask pre-determined questions and make note of the answers. Remember to ask if it is acceptable for you to follow up with them and find out how they would like you to make the contact (phone, email, mail). Code the sheets to place a level of priority and make notes of any specific requests.

Bring the right materials:

As mentioned earlier, you should have some sort of brochure that explains the benefits of your products and services. You should also have a good supply of business cards. We’ve found some terrific companies for printing and promotional items. So, if you need to have anything printed, contact North Central Jersey Printing. Would you like to give away some logo’d items? Michael Schleifer at All-Ways Advertising is the expert to call on promotional items. Finally, would you like to give away a gift basket as a door prize? Contact Bellisimo / The Giving Basket (named one of the top 50 gift basket companies in the country). If you contact any of these professionals, please tell them you were referred by Eagle Soars Marketing. These companies can handle orders from anywhere in the country so don't hesitate to contact them because of distance.

Don't Forget Another Must - Evaluate/Debrief:

After each show day, assess the leads generated and sort them for follow up. Schedule time during the days after the show to follow up with your qualified leads. For less urgent leads, try sending a simple "Thank You" note for stopping by your Booth. Invite them as Special Guests to visit your business or offer incentives. Save the mailing list. Give some time and follow up again. They just may be ready to do business.