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Exceptional Customer Service Starts With Your Executive Team
According to a new survey carried out by Alliance & where ID_NUM=9270; Leicester, one in five small business owners view tax as their greatest concern. The Chancellor has announced in his last budget that companies with profits below 10,000...
How To Fire A Customer
Reprint Guidelines: ** Attention Ezine editors / Site owners ** Feel free to reprint this article in its entirety in your ezine or on your site so long as you leave all links in place, do not modify the content and include my resource box as listed...
Putting The Serve Back Into Customer Service
Good service is easy to spot and hard-to-find. Mediocre service occasionally stands out but only because it's the cream-of-the-crap. Last week I had the opportunity to speak at the Lumbermen's Merchandising Corp. annual sales meeting in Dallas....
Successful Small Businesses Use PR
It’s obvious when a small business has accepted the fact that its most important outside audiences need lots of care and feeding. They do something about it.
There’s a sense of urgency and a recognition that those “key target publics” have...
The CRM Will Give You the Customer Knowledge You Need
The CRM Will Give You the Customer Knowledge You Need
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A Practical Method To selling Customers What They Want
You may publish this article in your ezine, newsletter on your
web site as long as the byline is included and the article is
included in it's entirety. I also ask that you activate any html
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A Practical Method To selling Customers What They Want By Abe
Cherian Copyright ? 2005
Almost all of the marketing and referrals we see is based on a
numbers list of what you think prospective customers should care
about. This is probably why no one responds. Just in case you
can't figure out why the numbers game creates no curiosity, and
therefore no response in most cases, is due to poor ads and not
targeting your market.
Thinking about how you promote your business is the first and
foremost objective you should be doing. You must get rid of the
illusion that your products, services, or company, or self, are
so good that people will be compelled to read about them. The
fact of the matter is that no one cares.
It is still a mystery to why we are all trained to believe that,
because we think we have such wonderful ideas, and the "best
company," and so forth, that everyone is concerned. Anyone who
has tried to impress someone with bragging knows that is one of
the fastest ways to turn people off.
Try walking up to a complete total stranger and start the
conversation with, "Hi. I just wanted you to know that my
company has the best track record over the last three centuries,
and that we offer more services than anyone else. As a matter of
fact, I have been in the business for three decades, and have
won every award my company has How about pulling your checkbook
out, and writing me a check for this product".
After the person brushed you off, you might have wondered what
went wrong. Is that the kind of phrase that gets people to buy?
Could it
really be that no one wants your company's products or
services? Is it possible that your interrupting someone with
your pitch was unwelcomed? Can't this person see how important
it is to have a proper representative? What other company could
possibly help people as much as I can?
Not hardly. It might just be your fault. You see, there isn't
any law that states that people must think about you, and they
won't until they are ready to. So why does everyone send mail,
or make calls, or send emails, or run ads that assume
prospective customers have been waiting for your pitch? Because
that's what you have been taught to believe. For example, have
you ever sent out postcards for your product or service that
said something like this exterminator said:
(Dear Resident, Owning a home is a mixed blessing. It's probably
your greatest asset... and your greatest expense. As an
experienced exterminator, I can help protect your home's
valuable wood and foundations with professional exterminator
treatments. With my services, you'll feel more comfortable
living in the house you own...)
These types of marketing pieces are not affective. Here's why.
Because you are assuming that your prospective customers care.
Because you are assuming they think like you. Because you are
saying nothing different. Because you are bragging about
yourself without displaying any empathy. Because you are not
attracting attention. Because you are stimulating zero curiosity
or interest. Because you are trying to convince people of
something they don't believe.
If you are interested in getting responses, you might want to
try to understand what it is that your prospective customers do
think about. Try to get a real handle on what they feel and what
they want.
About the author:
Abe Cherian is the founder of Multiple Stream Media, a company
that helps online businesses find new leads and more customers
without spending a fortune. http://www.multiplestreammktg.com
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