The Group of 8

Know Thy Customer

I was trying to put a notice in the paper on behalf of a client to promote their latest accomplishment.  I know that my client works with business people and I wanted the business community to know what my client had done.  When I called the paper to place the ad, the salesperson told me that I should place the ad on the second page of the first section.  “Everyone reads that page,” he said.  Test:  What was on the second page of the paper this morning?

In one company I worked for, our target market was women 25-45.  Other people bought our products, but in every sale a woman 25-45 either purchased or influenced the purchase.  When the local television station came to sell me advertising, they suggested Prime Time would be best.  I asked for demographics on their viewers during Prime Time and the sale rep proudly told me that they were #1 with 18-35 year old males (and #1 meant just 17% of the total male population in that age group).

In both of these situations, if I hadn’t known my target market, I would have made costly investments in promotions that would never get my message to my target market.  If you don’t know your customers, who will?

Jill Sauter

Please & thank you

When we take three kids out in social situations, we are constantly teaching the value of good manners.  “What do you say?” we ask when our kids get a gift or extra ice cream.  How good are we at using those basic manners in business? 

Those words are forgotten so often, but when you remember, you set yourself apart.

Do you ask for referrals from satisfied customers?  Do you ask for the name of your friend’s friend so that you can follow up?  A simple “Please” can open doors that you never imagined.  I notice that when asking for help from others, “Please” is the grease that gets the wheel moving much faster.

Last fall, I received a referral from someone for a contract that resulted in more revenue than I made all last year.  I sent her a $50 gift certificate and a hand written card to show my appreciation.  I have also purchased a handful of $5 coffee shop gift cards that I send to people who give me advice or help me find some information.  I even sent handwritten thank you cards to every one of my clients for supporting me in my first year in business.

When someone hands you a great tip or some valuable business, “What do you say?”

Jill Sauter

Don't Forget the Ones Who Love You

I once worked with a client who was very excited about finding thousands and thousands of clients for his business.  In the end, he got lots of new clients, but those were just enough to replace the dissatisfied customers who decided not to buy after their first miserable experience.

How well do you look after your current customers?  They’ve already told you that they want what you promised them.  They want it so badly that they’re willing to hand over their hard-earned money to get it.  They’ve bought in!

Did you deliver on your promise?  Did they get what they thought they were paying for?  Were they just satisfied or were they amazed?  Will they buy more?  Will they buy more often?  Will they pay more next time?  Will they tell their friends?

You need to care about these clients.  You need to know if they thought they got good value for their dollar.  You need to know what they tell their friends about you.  Whether it’s formal research surveys, registration cards or just a phone call to a paying customer, you need to know what they think.  Blogs and online surveys have made seeking feedback cheaper and easier than ever before.

By the way, getting current customers to buy more, buy more often, or pay a higher price is 7-10 times cheaper than finding new customers.  Where are you investing your marketing money?

Jill Sauter -  Jill Sauter Marketing & Consulting

Getting Value from Consultants

I’m a consultant.  In past jobs, I’ve hired consultants.  I’ve seen both sides of the coin.  I believe that I offer great value to my clients with my expertise, knowledge and connections.  I’ve also hired consultants that told me exactly what I already knew and I felt like they were robbing me when I paid their bill.  How do you get the best value for your money when you hire a consultant?

Hire the right one.

I have very specialized skills, knowledge and experience.  I also have a personality that lends itself well to certain business situations.  One of my clients wanted me to do just what they tell me to do.  They didn’t use my unique expertise to solve their problems.  They probably didn’t feel that they got good value from me because they didn’t hire the right consultant – they should have hired someone who was good at following their directions.  Another client told me to figure out what they need.  One of my specialties is working in ambiguous situations and determining the needs of the client in a way that helps the corporate doubters understand the value of this consulting.  These clients found tremendous value in the solutions I provided.

You wouldn’t go to a dentist when you needed heart surgery, would you??  Don’t just hire the first consultant who comes through the door.  Hire the right consultant for your job.  That means knowing what you want and using that as a filter to hire the best person for the situation.

Jill Sauter - Jill Sauter Marketing & Communications