2010 February | Networking Is Not Selling

Profiting Between the Lines

February 20th, 2010 Becky No comments

As you are busy networking – trying to build your business – keep the following article, by Abigail Dougherty, in mind.

The Bottom Line

Every business owner I know has a keen sense of their business bottom line. Is the business profitable, or not? If not, most owners have ideas to improve the business’s bottom line in the future.

As you are busy networking - trying to build your business – keep the following article, by Abigail Dougherty in mind.

The Front Line

The front line is seldom as keenly managed. Most businesses define “front line” too narrowly as the first point of human contact. Front line actually includes every contact point a customer has with the business; from the moment the phones are answered, live or mechanically, all the way through the transaction, including service long after the original transaction is completed.

We recently dealt with two front line employees in a local store with markedly different results. One took the stance that our issue was outside the policy. He could not help us and we could take our business (and 13 years of customer loyalty) elsewhere. The second person explained why we were told “no,” then took the time to negotiate a win-win solution. The second person generated a huge sale and kept loyal customers happy. Sadly, the first person was the store manager. The helpful employee was a subordinate who took the initiative to seek a solution outside the policy to resolve the issue.

Tools for the Front Line

The best way to lose customers is to have rigid customer support policies that allow no initiative from your employees. Unless you have a truly unique product or service, it’s imperative that your customers believe they are being treated as individuals and someone is ready to listen and help them.

New hires do not belong in a front line role. They need to be shown, as well as trained, on the broad view and the details of who, what, why, how, and when of your products, services, your ideal clients, and your competition.

Experienced employees need to be armed with options and examples of prior customer solutions. It’s worth the time to send regular “win” messages to your entire team spotlighting challenging customer issues and the creative solutions to resolve them.

Make it a team effort. Use your collective resources, solicit, and then reward contributions for customer satisfaction from your entire team. You will probably be surprised how creative your staff is, when given the opportunity to contribute.

The Front Line Drives the Bottom Line

More than 70% of all buying decisions are driven by referral marketing, or word of mouth. Happy customers are your best sales staff. Happy employees who understand, believe, and can share success stories about your business are essential to creating happy customers.

Years ago I was the “right-hand assistant” for a funeral director/mortician. My job definition was one line: Help him do his work. One of my regular tasks was to write up, proof, and print the memorial cards for each visitation and funeral. It was better to have extras left over than to run out. I soon learned that most people have a circle of about 250 others who know and or care about them. We printed 250 memorial cards for most services and usually had only a few left over. This was pre-social media; today 6,000 appears to be the accepted reach for our circle of influence.

It’s human nature to share bad news more readily than good news. A happy customer will tell several friends, especially soon after they’ve done business with you. An unhappy customer tells everyone they speak to about their experience and will remember the story for years to come when your business name comes up, or even when the discussion turns to the same industry. Unhappy customers never forget and seldom forgive.

We are blessed with two eyes. As business people that means we keep one on the front line and the other on the bottom line.

Abigail Dougherty
Straight Edge Solutions

www.StraightEdgeSolutions.com

Abigail@StraightEdgeSolutions.com

Categories: Abigail Dougherty, Building Strategies, Effective Business Processes, Portland OR, Straight Edge Solutions Tags:

Playing the Name Game

February 15th, 2010 Becky No comments

You’ve probably heard the old saying that there is no sweeter sound to the human ear than the sound of one’s own name. It’s true. You can impress Ronnie_Leaning the heck out of new acquaintances if you just remember and use their names, and you’ll be remembered (Name Game bonus!).

If you want to impress someone you’ve just met, say her name. You’ll sound like you listen when she talks, like you care what she says, and like she’s important enough to merit your complete focus and attention.

If you want to offend someone, mispronounce her name, or worse, call her by a name not hers.

I’ve lost count of the times I’ve introduced myself (or been introduced) to someone who cannot remember my name three minutes later when a friend approaches to join our conversation. The conversation typically goes something like this:

“Oh, Jane, have you met, er, ah, this nice lady?” stammers my newest pal.

“Hi, I’m Ronnie Noize, the marketing coach,” I say, introducing myself to the newcomer (Ronnie to the rescue!). “And you are?”

How do you think that makes me feel? Important? Valued?

And what do I think of those people who can’t be bothered to remember my name? Are they not listening? Am I so boring? Or are they simply not too smart?

(Hey, if you say that you’re just one of those people who can’t remember names, you’re teaching yourself that! ANYONE can learn to remember names, even someone with neurological damage like me.)

We all play the Name Game, with varying skill, and that level of skill is (for the most part) a choice. If you want to be a winner of the game, learn how to remember others’ names. Just follow these simple (although not as easy as they look) rules to win at the Name Game:

1. LISTEN well. If we’re not really paying attention in the first place, we will instantly forget others’ names.

2. REPEAT the name immediately. Repeat it aloud if actually meeting someone, such as “Jane Smith? Nice to meet you, Jane.” If you’re in a meeting at which everyone is introducing themselves, repeat the name to yourself silently.

3. ANCHOR the name by attaching a physical action. A handshake is perfect if the interaction is personal, but if you are listening to a round of introductions, spell out each person’s name with your right forefinger in the palm of your left hand as you mentally repeat it to yourself.

4. REVIEW all the names of those who have been introduced as each new person introduces herself. If there are more than about 20 people, keep mentally reviewing the most recent 20 people’s names as the introductions continue. If you have just met one person, say that person’s name several times–appropriately. One great technique is to introduce that person to others. You can say something like, “Jane, have you met Maggie? Maggie, this is Jane Smith.”

5. ASSOCIATE the name, if that helps you. Alliteration may be helpful for large groups, such as Barbara in blue, Mary the mortgage broker, or Frank the financial planner can help you remember who is who.

6. ASK for the spelling. This is especially important if someone has an unusual name, as listening and repeating the letters and overall pronunciation will help anchor the name in your memory.

And if you forget a name? Don’t worry too much about it! The Name Game isn’t over until you quit playing.

POSTED BY: Veronika (Ronnie) Noize, the Marketing coach AT 11:23 am |

Categories: Building Strategies, Effective Business Processes, Networking, Ronnie Noize, The Marketing Coach Tags: