Cathy Stucker - The Idea Lady

Attract Customers and Make Yourself Famous

Answering Customer Questions

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You have probably noticed that customers ask many of the same questions. And those questions can be simple things, such as what hours you are open, where you are located, how to place an order, if you carry a certain product, etc. Make it easy for them to get the answers they want, and they will do business with you (instead of the place that makes it hard to learn what they want to know).

I get frustrated when I call a business outside of normal business hours and get no answer at all. I may know that they are not open at that time, but all I want to know is when they will be. A simple voice message could give me the information I need. Answering machines are inexpensive and they can provide information even when you are not available.

Using an answering machine is one way to automate the process of answering simple questions. In addition to your hours, directions to your location, and other basic information, you can direct callers to your web site to access your catalog and more detailed data.

Your web site should also include a FAQ (Frequently Asked Questions). List some of the things customers ask or should ask, and provide the answers in an easy to access format. Put an obvious link to the FAQ so customers can find it.

Automated information helps customers learn about you and decide to do business with you without requiring a great investment of your time or money.

Checking Out the Competition

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Getting information about your competitors can be easier than you may think.

Are there things you do better than your competitors? Are there other things that they do better? How much do they charge? How do they present themselves? Do they offer products or services that you don’t? The answers to these questions may be gotten more easily than you think.

Much of your research can be done online. Start by searching for terms your customers would use. What web sites come up at the top of the listings? Who advertises for those keywords? Analyze the sites at the top of the listings to see how you might improve your web site’s ranking.

As you visit web sites, note what each does well and what does not seem to work. What colors do the sites use? What pages and features do the sites have? Are the sites easy to navigate and find what you are looking for? Do they offer free information, links or tools? How do they use interactivity to involve visitors?

Does the web site have a media room or press section? What information is posted there? Do they have press releases, photos, bio, product sheets, clips of media appearances, etc?

How do they market their products and services? Read the web copy carefully. Are they using benefit language, or simply relying on buzzwords and jargon? Do they offer a guarantee?

Who are their clients? Do they have a client list or client testimonials? What do clients say about them?

Look for pricing information at the web sites. Many sites post a complete price list. Others may list only prices for products and select services, and some will have not price information at all.

Get copies of marketing materials, such as bio sheets, catalogs, press releases, newsletters, etc. How do they use color? How does the copy read?

Now that you know what the competition is up to, learn from it. Don’t copy exactly what they are doing, but see if there are lessons you can incorporate in the type of products and services you offer, your guarantee, the language you use to communicate with customers and more.

Are You in Focus?

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focus-group

Focus groups assemble several people who are current customers or members of a target market to give their opinions about current or planned products, advertising campaigns and more.

One staple of market research is the focus group. Focus groups assemble several people who are current customers or members of a target market to give their opinions about current or planned products, advertising campaigns and more.

One way to conduct a do-it-yourself focus group is to create a customer advisory board. Ask a few of your customers if they would like to participate in giving their opinions of your business and how it could be better. Or ask them to evaluate products you are considering to see how they can best meet customer needs.

To encourage the most honest responses, it might be best to have a third party conduct the research. After all, your customers probably like you and wouldn’t want to tell you that they hate your new product idea. They might be more open to sharing their misgivings with a more neutral person. Who do you know who could facilitate a discussion and get your customers to open up?

Most focus groups pay participants for their opinions. You may wish to reward the customers who assist you with a cash payment, or you may give them a free product or a discount on a future order. Most people are so happy to be asked for their opinions, and to know that they will be listened to, that a payment may not be necessary.

Be prepared to hear some things that will surprise you. Don’t discard the results if they show something other than what you expected. After all, the reason you do research is to learn the truth. Can you handle the truth?

Hold a Contest

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Want to bring in more customers, get more traffic at your web site, attract publicity and more? Run a contest.

Your contest doesn’t have to be complicated. When I released the new edition of “The Mystery Shopper’s Manual” recently, I gave away a free copy through a contest sponsored by Volition.com, a major mystery shopping web site. The webmaster put information about the contest on his site, with a link to click through to my site and enter.

All entrants had to do was enter their name and e-mail address. When they did, an autoresponder sent them an e-mail acknowledging their entry. After the winner was selected, another e-mail was sent to all entrants letting them know who won. Each e-mail of course included information about the book. It was a low-cost way to get a lot of attention for the release of the new book.

If you want to run a contest, there are a few things to keep in mind. First, have rules stating how long the contest runs, how to enter, who is eligible to enter, what prizes will be awarded, how winners will be chosen and when the winners will be notified.

If you have rules, communicate them to entrants, and follow the rules you have established, you should have no problems with your contest.

Contests requiring a purchase or entry fee may be subject to additional rules, or may even be illegal. Check with an attorney, your state government or the Federal Trade Commission for more information.

Trick or Treat?

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trick-or-treat

Are your communications with customers (and potential customers) loaded with tricks–or treats?

Deceiving customers, by making exaggerated claims or outright lies, is one kind of “trick”, but there are others that will scare your customers away, into the arms of your competitors. Here are a few:

Vagueness. Get to the point and tell them clearly what you want them to know. Don’t make them work too hard reading between the lines to figure out what you mean.

Jargon. Using language your audience doesn’t understand won’t make them think you’re smart. So shift to a new paradigm to create powerful consensus and an aura of awareness. (Huh? See what I mean about jargon?)

Obstacles. Don’t make it hard for them to do what you want them to do. Make it easy for them to contact you and easy to order. Be accessible through the Web, phone, etc. Accept multiple forms of payment, including credit cards.

On the other hand, “treats” may surprise customers, always please them, and keep them coming to you for more. Include these treats in your marketing:

Helpful information. Show your expertise and help your customers benefit by providing information that helps them make better decisions, and makes their lives better.

Clear benefits. Explain in clear language exactly what you do for customers. Use benefit language. Don’t say you have a great diet plan, say that you can help them lose that stubborn 10 pounds without exercise (if that is true).

Call to action. Let customers know what they should do in response to your marketing. Should they call, visit your web site, come to your store, mail an order . . .? Tell them what they need to do to get the benefits you offer.

Something extra. Give customers a little more than they expect. Faster service, a bonus item with the item they ordered, or a personal thank you will increase customer satisfaction and loyalty.

Have a happy Halloween, and keep treating your customers!