The Exceptional Customer Service Difference

Jessica gets it. The value of customer service, that is. This young coffee shop barista made my day recently when I rushed into a local bookstore to pick up a copy of a trade journal. When I could not find it on the rack, I saw her in an aisle and asked her to help me. She immediately put down what she was doing and came to my aid. When she could not find the magazine in the usual spot, she asked if I’d like for her to check on it for me. As we walked toward the computer which was behind the counter of the in-store coffee shop adjacent to the magazine racks, she asked if I would like to get one of their blackberry cream lattes. I told her “No, thank you,” but as she looked up the magazine, I noticed she had placed a table tent on the counter showing an irresistible photo of this special coffee drink of the week. Though she found there were no more issues of the magazine in the store, she sold me the latte. While she made it, she asked if I would like a snack with it, perhaps one of their fresh blueberry scones. I told her, “No, thank you, but you will sell lots more scones if you ask everyone that.” Every time Jennifer asked me anything, she looked right at me and smiled. She asked for my store perks card, and when I gave it to her, she began to use my name, as printed on the card. She returned the card to me wrapped in a small folder that offered me my eighth cup of joe free. When my coffee drink was ready, she announced my name and the coffee drink as if I were royalty for whom she had a special gift. She thanked me for taking the time to come in that day. I took a sip with foam on my upper lip and thought, “Got Customer Service”!

So what customer service did Jessica provide that was so out of the ordinary? Lots! Here are three of the things she did that set her apart:

• She went out of her way to help the customer. She could have just glanced at the periodicals rack and said, “Sorry, we don’t seem to have that magazine.” But she offered to look it up even though I doubt that is on the job description of coffee shop service rep.
• She asked and asked again. In five short minutes, she asked me all kinds of questions. Because of it, she sold me on her product, her service, and her store.
• She personalized our interaction with friendly professionalism. Once she learned my name, she used it in a friendly, courteous manner. With a genuine smile, she thanked me for taking my time to be there, as if I were doing her a favor.

Your customers are your strongest source of referrals and repeat business. What are you doing to go the extra mile for them? Are you initiating periodic contact, inviting them to special events, providing a stream of information that communicates not only valuable resources to them, but supports your positioning as the helpful, knowledgeable resource they can trust? Are you asking what your customers need, and – perhaps more important – what they expect that they are not yet receiving? How – and how often – are you asking for referrals? What programs do you have in place to reward your customers for referrals, recognize them for their loyalty, and reassure them that they are getting the maximum value possible? Are you treating your customers like you really appreciate them and what they mean to your business? Once a week, ask yourself, “What have I done lately to show my customers how much I value them?”

I walked out of the bookstore without the magazine, but smiling and glad Jessica had passed through my day. Will I return? Absolutely, and especially when Jessica is there. Will I tell all sorts of others about this exceptional customer service experience? I just did.

See Julie’s seminar on Customer Retention

–Julie Wassom
Julie@JulieWassom.com
http://JulieWassom.com

Selling Versus Telling

I recently read a paragraph in an L.L. Bean catalogue that said, “You’ll always get friendly, knowledgeable help whether you call us to order, visit us on-line or stop by one of our stores. You’ll find the products you want in stock… You’ll get personal attention…”

I thought, “They know the difference!!!”

What difference?” you ask.

The difference between “Selling” and “Telling.”

The difference between selling and telling is presenting benefits versus features when you are communicating marketing and sales messages to your prospects, customers, and other target audiences.

A feature is merely a fact about your center, your early care and education services, or your staff. It tells the prospect what you have. A benefit tells your prospect what the feature will do for them, or what they get.

The next time you start to make feature statements, “We offer a curriculum based on the latest research on brain development,” or “Miss Susie has been here for 8 years,” test the difference by asking yourself, “So what?” You must answer “So what does that mean to the prospect?” for it to be a benefit statement.

Instead, say something like, “Our preschool curriculum is based upon the latest brain research, so Timmy will experience learning activities that are not only fun, but are helping him maximize his own abilities.” Or say, “The learning activities Timmy will participate in here in this class are based upon the latest brain development research, and will help him develop to more of his potential.” These latter statements change the way the prospects hear what you say and the word picture in their mind is of their own child in your center getting the best possible education. They sell rather than tell. And therein lies the difference.

In a benefit statement, your prospect sees themselves taking the action (Timmy is learning…) versus you taking the action (We have a curriculum..). It’s a small adjustment in how you say it that makes a BIG difference to your prospects. People buy benefits, not features.

Whether you are talking to prospects on the phone or in person; the more you talk in benefits versus features, the more those prospects will picture themselves doing business with you and glad made the decision to act on your recommendation. That helps creates an loyal customer and cost-effective referral source.

When you speak in benefits, you will be selling, not just telling. Then, someday one of your new customers might say, “They know the difference!”

Best wishes and happy marketing!

P.S. For additional tips that make a difference, listen to my audio program, “Basic Techniques for Securing Enrollment.” A synopsis of this and other learning programs in The Enrollment Building Success Library are available by calling us at 1-800-876-0260 or by visiting www.juliewassom.com.

–Julie Wassom
Julie@JulieWassom.com
http://JulieWassom.com

Making Follow-Up Easy

You’ve had prospects that came to an event. At the event, you talked with these prospects about what you offer and the benefits they would receive. Maybe they even signed your guest book. After the event, you sent these prospects a letter and some additional information. However, you have not heard anything in reply. You are wondering what to do next without feeling intrusive like the dreaded sales calls you receive from telemarketers. Sound familiar?

Many people believe that if prospects were truly interested , they would call you after this initial follow-up action, and that contacting them again might be perceived as being pushy. Here are some thoughts to give you a different perspective on initiating follow-up, and tips to make it well received.

First, remember these prospects came to the event to learn, to make connections, to seek help in making a good buying decision. They NEED your help in doing so. One way to help them beyond this initial conversation is to include a personal note with the materials you send after the event. In the note, you indicate when you will be calling them to follow-up – sometime within seven to ten days later. Don’t even expect them to call you back.

For instance, you could say, “I will give you a call next Tuesday, to answer any questions you have and to offer my help as you consider this decision.” This sets up a prospect expectation, and gives you the chance to begin to build credibility and trust.

Then call them exactly on the day you said you would. On the call, you could say, “I’m calling you as I said I would to answer your questions on the information I sent you last week following the (event name). What questions came up since then as you read that material? (Answer the questions). What other help can I give you at this stage of your search?”

Do not say, “Do you have any questions?” This question elicits a singular response that may not give you any details about what your prospects needs most from you at this point. Also, when you talk, ask your prospect to schedule a personal visit – or another one if they have already been there.

If you get voice mail, use nearly the same dialogue, except say exact times when you are available for a call back. I often request that if people miss me when they call back, they leave times on my voice mail when it is best for me to return their call. I also refer them to my website for interim information.

Remember, prospects who have inquired or come to an event are interested, they need your expertise, your attention, and your guidance as they make this important decision. If you follow-up well, you will not be perceived as the pesky telemarketer, but the helpful, knowledgeable resource your prospect can trust. And that leads to sales.

Get Julie’s Special Report, “The Fortune is in the Follow-Up”

–Julie Wassom
Julie@JulieWassom.com
http://JulieWassom.com

Harvard Business Review’s Email Rules

Spotted this in ExchangeEveryDay (exchangeeveryday@ccie.com ), and thought it worth passing along.

In a letter to the editor in Harvard Business Review OnPoint (Fall 2010; hbr.org), Rita Gunther McGrath shared “Rita’s Golden Rules for E-mail”:

• Meaningful subject lines that tell the reader what to expect.
• No e-mail should be longer than one screen of information.
• One subject per e-mail.  When I’ve dealt with an item, I want to delete it.  I can’t do that if your e-mail contains 10 action items.
• E-mail is the wrong place for emotional outbursts.
• E-mail is the wrong place for communications of a personal nature.
• Assume that everything you put in an e-mail could end up on the front page of the New York Times and be accordingly discreet.
• Because you sent it doesn’t mean I got it.  Because I got it doesn’t mean I read it.  Because I read it doesn’t mean I understood it.  Because I understood it doesn’t mean I agree with you.
• Don’t send an e-mail when a short phone call would do a better job.

–Julie Wassom
Julie@JulieWassom.com
http://JulieWassom.com

Why Small Businesses MUST Use Social Media

This is a great article to help you understand the importance of social media as a marketing tool in today’s business environment, and how to maximize the value of it for your desired level of involvement. It is written by Andrew Jones, the business partner who handles all my social media, including the database management and internet marketing involved. For more information on social media, visit http://www.juliewassom.com/social%20media.htm , or on Andrew and his firm, New Media Fluent, click on the link below.

It seems like a no brainer right, the match up of Social Media and Small Business? After all, social media has an almost non-existent barrier to entry, the majority of its marketing tools are free of charge, and it potential for brand and sales expansions are almost limitless!

Yet, you would be surprised just how many small businesses out there are not yet involved with social media. Why? I find the two most common reasons are due to lack of information, and some basic fears. We’ll start with fears:

Fears

1. My clients are not on the social media.
2. I won’t be able to control what is being said about me online
3. I don’t have the time to keep it up.

To rebut #1- Oh yes they most certainly are! My company New Media Fluent handles social media marketing for a multitude of different businesses- from large corporations, to one person shops. One of the small markets that I have dealt with is in the Alpaca industry. Yes, you probably don’t even know what an Alpaca is, which further proves my point (they look like very furry Llama’s by the way and their fur is used to make extremely soft material for blankets, sweaters, scarves, etc.). However, as small of a niche as the Alpaca industry is, on Facebook alone there are 8,680 people who have Alpaca listed on their profile. Your customers are definitely out there, and they are on social media!

#2- Lack of control is an entirely valid fear. What can be said about your company, your services, and your products online can be enough to keep a small business owner awake at night. But here it is plain and simple; Your company is going to be talked about whether you partake or not! At least utilizing social media, you can not only see what is being said about you, but you can partake in the conversation and hopefully change any negative word of mouth into positive.

#3- Also a completely valid fear. Time is a major issue for most people when it comes to social media marketing. And I will not lie to you, one of the worst things you can do for your company is starting social media and then stopping. However, not getting involved at all is the only thing worse. There are three options here;
1. Set aside time every day, early in the morning, over your lunch break, after work whenever to go over your social media. By allotting a block of time, you won’t venture aimlessly through the social mediaverse.
2. Hire a company like New Media Fluent to take over your social media marketing for you. Learning how to properly utilize social media marketing can be an extremely daunting and time consuming task. It is quite feasible to mess around on social media for 6 months and be no farther than you are today because you simply don’t know what you are doing.
3. Hire someone to train you to effectively, and time efficiently operate your social media so you do not find yourself wasting your most precious resource as a business owner- your time. (New Media Fluent does offer a training service as well for the record.)

Facts

• According to Nielsen Statistics, 2/3 of the entire world population is using social media… that’s amazing when you stop and think about it.
• Especially for older businesses; in order to remain relevant in the business world today and to reach your new customers, you have to be where they are… which is online. 70% of people trust peer review over conventional advertisements, so it’s time to start getting friendly with your customers. The easiest way to do this is via social media.
• Your competitors are doing it already… and if they aren’t, then they will be soon, so you may as well start the bandwagon and be the first one so it doesn’t look like you are just copying others success. Being first, will make it much easier for you to become the “go-to” person for information in your industry. When people depend on you for information, they will depend on you for other things as well such as your services and products.
• Whether B2C and choosing to market on Facebook where there are (as of June 16, 2010) 400 million active users! Or B2B and opting to go the avenue of LinkedIn with over 75 million business professionals, average income of $109k, and where 50% of the users are major decision makers in their company. There is a social media opportunity for whatever your need is.
• You will not find a less expensive way to grow your business base, and improve customer relations than social media.

I recently read an article in USA Today which investigated two small businesses that have been using social media to improve their company:
Southern Jewl’s saw a 60% increase in her business in the past 6 months since beginning her social media marketing.

The second example was Over The Moon Ribbons– A wholesale ribbon retailer. They boosted their tiny business into earning profits of $1,000 per month using social media… those are RIBBONS I’m talking about people!

Social Media Marketing works, and it is no longer an option, it is a necessity. Find an option that works for you, and jump onboard- before the ship leaves without you.

If you find yourself wanting to investigate the option of hiring a company to take over your social media, or to train you how to operate it effectively and efficiently yourself, please do not hesitate to contact me; Andrew@NewMediaFluent.com.

I hope you have a wonderful day!

-Julie Wassom
Julie@JulieWassom.com
http://JulieWassom.com

The Sales Payoff in Multiple Closing Attempts

In a colleague’s newsletter, I recently read about an article in Selling Power Magazine that featured a Notre Dame University survey of purchasing agents at some of the nation’s largest companies. They asked about the closing attempts (asking for the business) made by the sales representatives who called on them. Here’s what they found: 46% of the sales reps asked for the order once then quit. 24% asked twice then gave up. 14% asked for the order three times. 12% asked four times.

Yet, the same survey showed that 60% of the orders came after the fourth attempt. Imagine that! It took as many as five closing attempts before a sale was made. This shows the need for persistence when calling on a prospect. But the surprising thing to me is that less than 50% of the sales reps asked for the order even once!

No matter what you are selling, ASKING multiple times is not only necessary to secure the sale, it often makes it easier for the prospect to buy!

Begin asking questions when your prospect inquires, to help you know what they need or want and when they are ready to buy. Continue asking agreement questions as you present the benefits of doing business with you, to know whether you are on the right track and to unearth objections to buying from you. When you know they are interested or ready to buy, ASK them to buy from you!

One type of closing question that is comfortable to ask and easy for your prospect to answer is called an alternate choice closing question. For example, you might say, Would you like Ben to start today or would next Monday be better for you?

Each time you follow-up with a prospect, help guide them closer to buying from you, then ASK them to do so. Those who keep asking their prospects to buy with their prospects’ needs in mind are those who sell more!

You must ASK or you are not closing. How can you expect to get any customers if you never even ask? That’s what selling is all about – asking the prospect to buy.

–Julie Wassom
Julie@JulieWassom.com
http://JulieWassom.com

Ask Julie

Question: How often should my marketing strategy change?

Answer: Good times to change your marketing strategy are whenever you have a change in your sales goals or business plan, or when the market environment dictates a change in your approach. One of the best ways to keep on top of the need to change your own marketing direction is to do an annual marketing action plan, conducting at least one marketing activity quarterly, including a review of the results of your efforts. If you have not achieved your goal for that activity, evaluate whether or not it is time for a change in your overall strategy.

–Julie Wassom
Julie@JulieWassom.com
http://JulieWassom.com