What Feelings Do You Give Your Customers?

My daughter and I were out Christmas shopping the other night. It was a fun-filled evening looking for special gifts for others (and of course a few things for ourselves)…and luckily, the mall wasn’t overly crowded but the stores were doing a brisk business. We always have fun shopping together, which isn’t the case with all moms and their sixteen-year-old daughters…I am blessed.

We took some time out to sit down for a quick snack and a cup of coffee. The coffee was extremely hot and we decided to take it with us so we didn’t waste too much of our shopping time.

We walked into a new store selling home accessories, carrying our packages and our coffees. Part way into the store, the owner, standing behind the counter, interrupted our conversation with a particularly loud, throat clearing sound. It definitely grabbed my attention, which was the intent. She gave us a stern reproving look, jabbed her finger at a small sign next to the cash register, and glared at us without saying a word. An employee standing off to the side giggled.

The sign read “no drinks or food allowed.” And to be honest, I had not given any thought to walking into a store with lid-covered coffee cups. My daughter and I were intent on our shopping and the thought never entered my mind.

Obviously, I was embarrassed. I felt like I had just been scolded by a grade school teacher in front of the class. I mumbled an apology, looked around and noted the store was empty of customers (no jostling to be concerned about), and the two of us beat a hasty retreat.

As we walked down the hall I asked my daughter how she felt about our encounter. She thought the owner had been extremely rude. In fact, she said the owner could have offered us a place to set the coffee while we shopped, after all, it wasn’t like she was busy or anything.

Here’s a sixteen-year-old showing wisdom regarding customer service. It’s all about how you treat your customers – and my daughter gets it. If the woman had have gently told us their policy and suggested we set our coffees somewhere safe, we would have gladly obliged. However, with the way she made us feel, we won’t be back. Anyone who has been centred out in front of a classroom will understand my feelings.

So, what’s the feeling your customers leave with…will they return, or are they running scared?

Do You Have an Exit Plan?

I recently attended a breakfast networking meeting and our guest speaker talked about the lessons she and her husband has learned from owning a business for 29 years. One of the lessons was to make sure you had an Exit Plan.

I had really never thought about an exit plan in the way she mentioned. Our speaker was an integral part of their business: managing the employees, the accounting, inventory, etc. Her husband ran the hands-on end of things. He knew transmissions, she knew people and books. They worked well together.

After a fluke accident which left her incapacitated for weeks, the husband, who had no idea how to run the business, or their household, nearly lost everything.

This small story within her inspiring presentation made me realize a few things about my own life.

· My husband and I have wills – but our children do not know they are locked in a safe, let alone how to open the safe. (Note: they do now.)
· I run my own business – but my husband, nor anyone else, knows how to read my accounts receivables/payables. My accountant could figure it out, if he knew where to find the file.
· My husband has never touched online banking, which is how I handle all our personal bills.
· No one else could understand my “work in progress” files.

I’ve heard it all before – write down where all your bank accounts and other investments are…I’ve done it in the past but never kept it up to date.

Three days after hearing this presentation, I rushed to my friend’s house…her daughter called me in a panic, “something was wrong with Mom.” When I arrived, my friend was completely unresponsive, her daughter could not find her health card, and she was rushed to the hospital. She will be fine…but again, it home – this young girl needed to know things. Where was the exit plan?

Take a look at your own situation…do the people in your life know how to handle things in the event that something should happen to you?

Communicating - How Well Do You Do It?

Last week, I made my semi-annual trip to the dentist office – not an event that I look forward to. After the hygienist was through with her examination and cleaning, she said “he” would be right in. I wondered who “he” was and thought I had probably heard wrong…my dentist is a woman.

Within a minute or so, a man did indeed come into the room and picked up my chart. He conversed with the hygienist while completely ignoring me. Finally, I asked him who he was. He looked started for a moment and said he was Dr. (I won’t mention the name here). I asked about my dentist and was informed that she had moved to another city a couple of months earlier and he would be looking after me. Interesting, I thought, so asked why I wasn’t informed.

It seems that it is up to the departing dentist to contact patients and let them know of an impending departure…not the duty of the clinic where the patient attends – and I must say where the patient pays for the services. And unless I wanted to travel to a different city to see my dentist, I was currently stuck.

This new dentist, who happened to own the clinic, followed through with my check up and explained about a problem I may have down the road with a current crown that was a few years old…but he assured me not to worry at this time. So, I left the chair and went to the front desk to pay.

That was when I was asked when I would like to book my next appointment for the filling. What filling? I was not told that I needed a filling. The woman at the front desk went to check with the dentist (he did not come out to talk to me again) and said, yes, I did indeed need a tooth filled. All this was explained in the main area of the waiting room, filled with other people.

I guess I was missing my “old” dentist as she explained everything clearly and in detail. To her, communicating with her patients is part of her job.

So, I went back a few days later and was advised that the dentist was too busy to see me. I was given a choice to re-schedule or see a different dentist. I thought, since I didn’t know the first dentist any way, I may as well try another one. And again, when he entered the examining room, he didn’t say hello to me or introduce himself or tell me what he planned on doing. Finally, I ask him for his name. He told me…and said he assumed someone else would have told me.

Is this the way you’re treating your clients – or are you being treated like this? Is there too much assuming and too little communicating?

As I mentioned, I do not enjoy going to the dentist, and this experience has left me wondering if I should be in the market for someone who can communicate. When I’m at the dentist office, I’m really not looking for surprises.

Good communication is vital – in your written messages, and also in the way you talk to others.

Write Articles to Grow Your Business

One of the easiest ways to become well known in your field, and the least expensive, is to have your own byline. A published article will promote your expertise, after all, if you’ve written about it – you must know what you’re talking about.

Now you may be thinking two things: I can’t write…and what would I say if I could write. Basically, if you can talk you can write. And if you know anything at all about your business, then you have lots to talk about.

When you talk to your potential customers, what kind of questions do they ask you? What are your answers? How has your product or service benefited others? What else can you do with it? What’s unique to your field that no other type of industry can offer?

Start by writing down all your thoughts, questions, and answers. You’ll be amazed as the ideas begin to flow and it won’t take long before you find several topics to write about.

I said talk earlier, instead of write, because that’s what you need to do. Imagine that you’re explaining a particular aspect of your business to a good friend. Make that friend understand what you’re doing in logical steps – by talking (writing) directly to that person. Use clear, concise words that can’t be misinterpreted.

Many professionals don’t have the time to sit down and write articles. It may be counter-productive if they could be using their expertise in other revenue producing areas. If this happens to you then have someone else write your articles. Your name will still show on the byline. The price you pay a freelance writer will be small compared to the coverage you receive. (Visit www.vantageone.ca.)

Being a published author adds an element of credibility and professionalism to your business. So start talking about your business – by putting it down on paper.

Note: If you are in the London, Ontario area and interested in learning more about writing articles, check out my one day workshop at http://www.vantageone.ca/onedayworkshop.htm.

Networking Missed Opportunities

At a networking meeting recently, one of the group’s members mentioned that she did not have time for the ongoing administrative tasks that must be completed during her busy day. In fact, in only a few minutes, she mentioned this four times.

Sitting directly across from her, listening, was another member whose business was doing exactly that work. She listened to the comments…and said nothing. She did not suggest that they meet to see how she could help out. She did not hand the other woman her business card. What she did do, was lose an amazing opportunity to grow her business, which was in the early stages of growth.

Why would anyone attend a networking event and not speak up when the opportunity arises? I understand some people have a hard time to introduce themselves to strangers and begin a conversation…but when the conversation relates to your area of expertise, go for it. You have nothing to lose.

To find out about networking opportunities and articles on effective networking, visit www.networkingtoday.ca.

What's Your Web Site Say About You?

I’m on the Board of Directors for a large city and county-wide organization. Recently, the Executive Director requested the names for graphic artists that could assist the organization in creating a unified look across all of its programs. That was easy for me as I work with several extremely talented individuals and I put forward three names for consideration – all with unique capabilities and each would bring their own brand of professionalism to the table.

It was interesting to hear that the E.D. quickly chose one of my referrals, by simply checking out each of their Web sites. In this fast-paced environment, a long drawn out, face-to-face interview process often doesn’t come into play while the quick touch of the keys will highlight a professional portfolio. As one of my referrals did not have an active Web site, that individual didn’t make it out of the starting gate. It then came down to two. The content, graphics, and client list were highlighted and the E.D. made a decision based on what he read on the screen.

What does your Web site say about you? Is it professional enough that the Executive Director or President of an organization would consider hiring you based on a referral – without meeting you? Visit www.vantageone.ca and sign up for our free bi-monthly writing tips to help you create professional copywriting…or consider hiring a professional who can do it for you – and keep you in the running.

Recently, a prospective client told me that he did not require the services of a professional copywriter for his business as he had an English major on staff…and she wrote all of the marketing materials to keep their message consistent.

I went to their corporate Web site and read it through. The English major did an impeccable job. The grammar was great. The punctuation was perfect. And the sentences flowed seamlessly. So, what was the problem? It was the message!

The entire content was written from the business’ perspective…and as a customer, I really don’t care. There was nothing there that grabbed my attention or hooked my interest. The benefits of doing business with them were missing – at least from my point of view.

The purpose of this Blog is to give advice to businesses that are having trouble communicating with their clients and prospects. I’ll include tips on writing style, finding your core message, errors to avoid, and more.

Remember, good writing is vital…but it’s not enough!