- 1st Impressions Count in Marketing
- Good Word of Mouth Advertising Continued
- Great Networking Events to Attend
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1st Impressions Count in Marketing
thus making a good/
accurate first impression is extremely important in marketing.
To illustrate this, I’d like to use an example of someone I met just over a year
ago. At first impressions this person/business seemed like all the other ones out
there, but at higher prices. Despite getting glowing references for this person
from others, I was hesitant to refer business to them. However, over time I realized
my error in judgment. The higher prices were because of the extremely high quality
of work, experience and knowledge within their field, professionalism and customer
service. I realized you get what you pay for and this company’s services were extremely
valuable and not at all over-priced.
This was a hard first impression to change. Fortunately for both of us, we have
developed a wonderful working relationship.
In the above example the wrong impression was due to lack of communication on what
made this business so much better than all the others.
The more common first impression problems result in one or more of these six areas:
1. Be 5-10 minutes early to every appointment. Being the least bit late, makes a
bad first impression. One might think you are disorganized. Allow time for unexpected
traffic, improper directions or construction. Being too early to someone’s office
may appear as though you are desperate and could make the interviewer feel pressured
to meet with you early.
2. Like it or not, people make judgments on appearances.
I recently heard someone
say, “I like being in business on my own, so I don’t have to conform to a dress
code.” That is their choice, but they need to realize they are probably losing business
due to poor first impressions.
The need to have a professional appearance applies
to anyone in a sales, marketing or ownership role of a company.
When you are meeting with a potential client think of it like a job interview. Would
you go to a job interview at a professional organization in jeans, disheveled hair
or unshaven? Don’t overdress either. Dress to your audience.
Don’t wear anything sloppy, too tight or revealing. Have good hygiene and avoid
wearing strong cologne or perfume.
3. Be professional and courteous.
If you are meeting at the client’s office and
they have a receptionist, be kind and friendly to the receptionist. You never know
how much influence they have.
4. The handshake speaks volumes.
The cold, wimpy handshake makes one seem weak or
hesitant, possible snobby and unfriendly. Don’t go overboard by having a bone-crushing
handshake. This could give the impression of being overly confident or domineering.
Have a
firm, professional handshake.
5. The brand of your company also affects first impressions.
If you have an unprofessional
or irrelevant brand, this could make a negative/wrong first impression.
Think again of the job interview. You probably don’t even get the interview without
a well-branded résumé. Résumés that look do-ityourself, have poor messaging, and/
or have grammatical errors or typos usually get put at the bottom of the pile.
6. Your place of business also influences the first impression. Back in my Corporate
America days, I went to an interview at the corporate offices of a retailer. The
corporate offices were above one of their store locations. Driving up I noticed
the building was poorly painted, lights were out on the outdoor marquee sign, banners
were falling and the parking lot was filled with debris and potholes. Additionally,
there were two different banners for help wanted. Nothing changed as I walked into
the building—ripped carpet, unfinished offices, the store was dirty and disorganized,
the list goes on. When
offered the job, I turned it down, as my first impressions
were damaged.
There are many other ways you, your company or your place of business can make good
first impressions. Starting with these basics will greatly improve the marketing
of your business.
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Good Word of Mouth Advertising Continued
I had several people tell me how much they enjoyed the word of mouth advertising
tips in last month’s article. So I decided I would continue with more on the subject
this month.
If you missed the article last month, go to:
http://www. creativexchangemarketing.com/ newsletters/Feb2008.aspx
People who read the article asked me two questions:
What really are the effects
of bad word of mouth advertising? And, what is the biggest cause of bad word of
mouth advertising? The biggest cause of bad word of mouth advertising is poor customer
service and poor quality work.
To answer what the effects are, here are some staggering statistics:
A recent study done indicated that there were several reasons why customers did
not turn into repeat customers. 1% died, 3% moved, 5% were friendships, 9% went
to the competition, 14% had product dissatisfaction and 68% cited an attitude of
indifference by employees.
Another survey indicated that 96% of unhappy customers never let you know that they
are unhappy.
- 4% will call you
- 52% don’t tell anyone, they just go away
- 44% will tell someone else, but they won’t tell you. 13% of these customers will
tell 20 or more people and the average person tells 10 other people.
If only 4% of unhappy customers
complain, then shouldn't we treat
them like gold? Don’t hurry them
off the phone, make excuses or get
defensive. Hear them out and
address their concerns.
There are 96% who won't tell us how we are doing. We should welcome complaints and
thank our customers for complaining.
Make sure you have a plan to follow up with your customers and seek out any dissatisfaction
so you can fix it.
Another well-know statistic out there says that it is 6-7 times more expensive to
gain a new customer than it is to retain an existing one.
Companies who consistently deliver exceptional customer service can often times
spend half the money in marketing and have
twice the profitability as a company
who does not.
Many people do not complain because they think it will not do any good, they will
get the run around, or they just are not the type to openly complain.
People who do complain about a problem are more likely to do business with you than
those who do not voice their complaints.
All these statistics clearly indicate we must do everything we can to provide exceptional
customer service and quality work all the time.
Reap the reward of good word of mouth advertising and watch referrals and business
grow.
Statistic sources: Bain & Co. study in the Harvard Business Review, Richard
S. Gallagher, author: Delivering Legendary Customer Service: Seven Steps to Success
and North Dakota State University.
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Great Networking Events to Attend
Meet fellow professionals and make new connections
Networking events are a great way to market your business
by making connections with other business owners and multiplying your contacts.
Here are some great networking events to attend this month:
EBOS: (Entrepreneurial Business Owners Society)
Learn how EBOS can help advance your business. Visit:
www.ebos-usa.com for more information on how EBOS works.
Colorado Business Leads Downtown Denver B2B Chapter is seeking guests
to visit in the following categories and consider joining as potential new members: Commercial Realtor, Commercial Mover, Commercial Mortgage Broker, Corporate
Trainer, Business Broker .
This powerful B2B group passes qualified leads and has great power partnerships.
First time guests are free and receive breakfast.
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