Bill Gluth's Creative Business Strategy Blog

Best Buy v. CompUSA, a Lesson in Client Service

I wanted to upgrade the RAM memory on my notebook computer. I called Best Buy. I was immediately put through to the Geek Squad. It took less than one minute to make that happen.

Told him what I needed, got a price of $130 for memory and installation and a time estimate of 15-minutes to do the work.

Then I called CompUSA to compare prices.

I was put on hold. Then I got disconnected. Finally I got through to a human being in computer repair.

How much to add RAM memory to my machine? "$30 to install," was the reply.

How much for the chip, "I'm busy now and don't have time to look it up."

OK, I'll go to Best Buy.

Remember this lesson the next time a new client calls for a price. When you're viewed as a commodity, client care is always the deciding factor.

The Reason Small Businesses Fail

The reason small businesses fail is because they lack revenue. Generating enough revenue to remain in business seems to be a mystery to many.

A business lacks revenue because the owner doesn’t communicate a message consistently to a group of people who have reason to care.

To easily avoid this common trap all you have to do is:

Plan to communicate a message people want to hear consistently.

1. Identify YOUR ideal client (the people who most value the message).
2. Follow a simple 3-step sales process. (Download my sales process idea here).
3. Make offers to help people who need your guidance consistently.
4. Sell more to people who already purchased from you as part of your daily routine.

Sounds pretty easy, so why doesn’t everyone do it?

Hunting is a Shot in the Dark

When it comes to sales, most people in business today embrace the outdated “Hunter” mentality. Go out and bag game, eat for a day and go out and bag some more.

In 2006, however we cannot afford to hunt. It’s too expensive.

Also, because the majority of people hunt, the market is crowded with people SCREAMING sales messages to everyone in general.

So we need to become farmers. Farmers find a field, plant seeds, harvest, and replant. They have a continuous stream of food (sales) no matter what the conditions bring.

Learn how you can start farming today by clicking here. Your accountant will thank you.

AWeber Cares

Recently, I switched my newsletter and auto responder services to AWeber.com.

The reason?

AWeber is used by top marketers, they have higher deliverability rates than their competition and their product is priced below the competition for similar services.

One thing I DID NOT know is that AWeber also cares about the client experience.

They sent a message asking what I liked and what I did not like about their service.

I replied with ideas.

Sean Cohen,the Director of Client Relations & Development at AWeber responded with answers and a willingness to assist further.

Sean included a toll free phone number to call for additional help.

This is a large company with many clients. Yet they cared enough to ask how they could perform better.

I believe they will continue to see strong client growth by using Human Touch Marketing methods to show they truly care.

The takeaway -- ask YOUR clients how you're doing and how you could improve. Follow the AWeber lead and demonstrate you care well beyond the purchase. It always leads to client loyality and stronger relationships.

Learn more about AWeber at http://www.aweber.com

Why Do I Want to Communicate?

You want to communicate for 2-reasons:

1. To provide ideas that help clients achieve their business goals.

2. To make recommendations that have value to niche groups you can service.

But all communications are NOT created equal.

When communicating with clients do not say, “Here’s the best deal ever on our latest widget or service.”

Instead send a communication that presents an idea that helps your clients achieve their greatest goals. Read the full strategy here >

Prospects also need to receive value from your communications. It’s the story in your prospects mind that counts.

Instead of blasting out a SAVE MONEY, WE’RE THE BEST CHOICE or YOU CAN TRUST US; how about making a recommendation.

Tell them, I understand your challenges and I have a solution that has been used by other companies in your industry.

Offer to set a time to sit down and talk in depth about their (your prospects) business.

Providing ideas and making recommendations are two very solid communication strategies that bring you more business or open the door to meaningful sales opportunities.

This is a condensed version of this week’s Creative Business Strategy.

View the full article at www.billgluth.com/cbs.htm and be sure to share the link with a friend.

How to Get Started Sharing Your Expertise.

Consistent communication is the key to business success. Get started communicating better today by following these steps.

1. Write down the four major key issues in your business. Make sure these points address a challenge or concern your client cares about.

2. Pick the most important (from your clients view) and write down 6 to 8 sub points; advice you would give your client if you were talking to them one-to-one.

3. Now, just add detail to your sub points and you have a communication that addresses an issue your client is concerned about.

4. Remember to “talk” to your clients (first person) and do not write to them (stiff, formal, proper English) when you’re developing your communication.

5. From there just commit to a timeline, decide on the automation tool you’ll use and communicate every week, every other week or monthly at minimum.
This is a vital business building step. If you aren’t able to do it on your own, get help.

If you can't find the time to communicate to your clients and prospects on your own, be sure to visit www.creatingwordsthatsell.com for a complete range of commercial writing, marketing strategy and sales process development services.

This is a condensed version of my weekly Creative Business Strategy. View the full version online at http://www.billgluth.com/cbs.htm

The Bond of Love Between Humans and Dogs

Sadly, we lost another furry friend over the weekend. His name was Archie and we adopted him in 2001 from the Four Paws Animal Rescue. His original owner had passed away and we opened our home to take him in when he was eight years old.

This past Saturday, he passed on. But before he left us I was blessed with the opportunity to sit with him and reflect. I realized why human beings love their dogs so much.

It’s because there is nothing sweeter than kissing a dog on the forehead.

That smell you take in and the feeling of his fur against your lips as you reach down gently to kiss him on the top of his head. Once you’ve done it you’ll never forget; that feeling is with you for life.

You’ll never forget the love you feel in your heart for a creature that is not human, yet reflects your personality in so many different ways.

You’ll never forget that very first time you saw your furry friend; it’s a remarkable feeling deep inside that instinctively says “This fellow is going home with me.”

To love a dog is a special yet fleeting instance in the experience of being human.

That experience may only be nine, ten, eleven, twelve; or perhaps for the lucky few like me and Archie as many as 14 years. No matter how long, it is always an instant in time that leaves an impression on your heart forever.

When you open your home and your heart to let in that very special friend your life is enriched. Those sweet memories and feelings of unconditional love last for a lifetime and beyond. It is an experience that can only be understood by participating. The rewards are great and always worth the effort.

In memory of our small furry friend who we sadly bid farewell to in life but remains alive in our heart for all time. Archie "the Ball" Gluth 1993 - 2006.

Photo of Archie by my Stepson, Shane Prince.

Communication; the Key to a Healthy Business

Most business owners are not sure when to communicate and what to say when they do.

Here are a few ideas that will get your creative juices flowing:

1. Right after a sale is made. It’s always polite to say thank you.

2. One week after a purchase to ensure satisfaction beyond the norm. This is the best time to guarantee extreme client joy and not just satisfaction. The question to ask is, “Did I exceed your expectations?”

3. One month after a purchase. Make sure everything is on track then recommend a next step service.

4. Monthly (best) or quarterly (at minimum) for existing clients. Does a phone call asking, “How are things going for you” seem like a good place to start?

5. Everyday, to make new people aware of your business. This can be by phone, live visit, networking, direct mail, email, or other contact method. Always ask for a response of some kind in your message to engage the reader and evaluate their level of interest.

The key is to be consistent, communicate in a number of different ways, stay in front of your audience and provide them with the value of your knowledge and expertise.

Creating Words That Sell is the only commercial writing and marketing strategy service designed for small businesses. Communicate effectively and consistently starting today.

The Wisdom of Daryl Logullo

Daryl Logullo is an Internet marketer with some great ideas. One point in an article he sent today called "Befriending Time" was just excellent and needed to be noticed and shared.

Daryl said, "My Grandmother, a compulsive worrier for most of her life, began to say to me when she turned 92, “I just can’t worry about that anymore.” And she stopped. I understand now what it means to run out of bandwidth and have to preserve what attention you have for the thoughts and actions that are most meaningful."

So very true and a great observation about life. What are you worried about today? How much of your energy is that worry taking up in your life?

Don't wait until you're 92 to realize that worry is futile. Learn more about Daryl at http://www.Strategic-Impact.com

Small is the New Big is Out

Small is the New Big by Seth Godin is remarkable. Stimulating insights and ideas from the best of Seth's award winning blog. Read it and be inspired.

Worth the measly investment to buy it. Worth the time to check it out on his Lens. Hey, you can even download a few chapters to check it out first, so give it a shot.

Small is the New Big gets a big Bill Thumbs Up