The one things Starbucks never does is ask me to leave if I am there just to enjoy the free wifi. I can set up shop for twenty minutes or three hours and never order a coffee, Frappucino or Chicken Artichoke Panini on Ancient Grain Flatbread.
People get excited about what excites you. When a keynote speaker is jacked up about a topic, it’s hard not to be jacked up as well. If your pastor is passionate about a Sunday teaching, you’re more likely to remember it and absorb that teaching.
As a marketer, small business owner, or salesperson, remember that people will listen when you’re passionate about whatever it is you do. Someone once told me, “you can’t sell it if you don’t love it.” If you truly love your product, business, website, blog, whatever, then people will be infected by your passion.
Every once in awhile I chat with a client, an associate, or a friend who has a story about bad customer service. But not of the normal variety. The situations that stand out to me are when a customer is trying to do business with a company that seemingly doesn’t want the business. It’s happened to me on several occasions as well. For the life of me, I can’t figure out why a business wouldn’t want a new customer. If their workload is too heavy and they don’t need me as a customer, the least they could do is tell me, right? It comes across like they hate money. But what I really mean is, it comes across like they hate their customers.
On that note, I’ve put together a quick list of things to do if you never want to make a sale:
1. Don’t return phone calls or emails from people who WANT to buy your product/service right now.
2. In fact, don’t ever respond to any email or answer any phone call.
3. Say you’ll do something and then don’t do it.
Now that I’ve got that off my chest. Let’s talk about the positive.
Things you should do NO MATTER WHAT to sell your product/service:
1. Sometimes it’s improbable to answer every single email and respond to every single phone call in a day, and I get that. So, layout a plan for responding. It could be phone calls are responded to same day, and emails are responded to in 12 hours.
2. This next one is so simple it’s scarey. If you say you’re going to do something, do it. If you aren’t going to be able to do what you said you were going to do when you said you were going to do it, then say so. Honesty is awesome.
3. Which brings me to this. Be honest with your customers. It won’t hurt you, and it certainly won’t hurt them.
As you’ve probably noticed, these things have less to do with actually making money, and more to do with taking care of your customers. If you take care of your customers, I promise they’ll take care of you.
Do you ever hear small business owners say they don’t spend money on marketing? I do. Constantly. As if spending money on marketing in some small business sin.
Except, what they are usually talking about is advertising, not marketing. When you pay someone to design a logo; when you have a custom designed menu for your restaurant; when your construction company wraps a truck, you are spending money on marketing.
Business cards, signage, a website, social media, these should be considered pieces of your marketing plan. To that end, these tools should be serving a specific purpose and you should have specific goals for each. Heck, your sales strategy can even be considered marketing.
So, my message to you, small business owner, is please take time to understand the difference between marketing and advertising. There are so many things you’ve done to market your business, be proud of those. Especially if those things meant you didn’t have to spend money on advertising. But don’t say you haven’t invested in marketing. You have. And that’s ok.
Yelling into the phone.
Seriously, I can hear you. You don’t have to yell. I have to doubt that strategy has worked.
“So this telemarketer called me and yelled into the phone. And I bought everything he was selling,” said no one ever.
Telemarketing by definition isn’t a good strategy. One that’s made even worse by trying to yell your case over the phone.