buy unique gifts at Zazzle
My friend Seth owns a direct to print garment printer and has the ability to create customizable prints on fabrics. He sells quilting squares and apparel. So, from time to time we make him t-shirt designs as shown above.
We liked this design so we placed it for sell on Zazzle's website as well. If you are interested in it let us know or click the link above.
Each client has a challenge that needs to be addressed. Be it a tight deadline, a project that you have never done or an even tighter budget. How you respond to your clients needs will determine how you succeed in your business.
This project is a 36' x 42" main street banner. How do you get attention as your customers are driving by at 40 miles an hour?
Hierarchy is the most important. Giving weight to different items to move the eye across the piece (1. Event 2. Give-a-way 3. When) or adding interest (background graphic). This example is one where the client had a good idea but trusted in our abilities to strength the piece. It is always a joy to work with this type of client.
The third secret of marketing strengthening your other number one asset—your customers through Customer Experience Management (CEM).
“Bad Service is death for a Company. Not dramatically, but more like a thousand small knife cuts.”
—Dan Hill, Body of Truth
To illustrate this fact consider the following ad.
“Who’s Fault is it When Your Customers Use the Word ‘Good’ When Referring to Your Service?”
“You don’t know me. I’m your customer. I’m the customer who says “Good” when you ask me how everything was. I wanted to inform you… because it has become obvious by your poor service that you think “Good” is a good thing. It’s not!
You see, when I say “Good” I am being nice… what it really means is that I will tell my circle of influence, 52 people on average, what crappy service I really received and that I would never buy from you again.
I am willing to trade my hard earned money for your products/services but only if you respect my time and give me some “real value” for it. I am really a nice customer, but you have taken advantage of me, I will not take it anymore.
I can get similar products/services anywhere… but what I really want is a relationship. I want someone who will cater to me, someone who will remember me when I come in, someone who will make it worth my while to come in again and again and again.
But, I can see, by the way you treat me you don’t really want my money or my friend’s money either.”
Your customer
P.S. I’m off to see your competitor… And, Oh, “Good” is the most dangerous word you could hear from me. If you ever hear it again please start asking probing questions to find out the truth… which I am willing to tell you… but only after you show me that you really care about me, my money and my friends.
If you really care about your business’ success and want to avoid this from every happening to you again... immediately begin an employee training and a customer service training!
Your success depends on three things.
1. Strengthening your #1 asset—your employees.
2. Strengthening your other #1asset—your customers.
3. Rewarding your customers for buying from you.
How do you strengthen your assets? How do you reward your customers from buying from you? And why is this a valid strategy?
“The true value of the brand for the consumer lies not only in the product’s performance, but in the product’s support and service.”
—Kristine Kirby Webster
The Second secret of marketing is strengthening your number one asset—your employees—through Employee Training
Though there are hundreds of topics you can and should be covering make sure you review the basics on a regular basis. Items like: having an attitude of gratitude, service, eye contact, communicating, being a good listener, how to ask engaging questions, how to build value, how to make emotional contacts with every customer, how to check their positive attitude and how destructive gossip is.
These basics will help set the stage for their other success and help make them great employees.
“Measure customer service as the most important aspect of an employee's job performance.”
—Debra J. Schmidt, The Loyalty Leader
Of the hundreds of people I have interviewed one thing stands out like a sunburn on a farmers back. Almost without exception, every boss has relied on the training of past employers rather than spend money and time on training their employees—your employees—how to excel in your workplace.
This poses a huge problem for small and medium sized businesses. You think you can’t afford to train your employees beyond “this is how to use the cash register,” “don’t be late,” “read this booklet of do not dos.” and “smile at the customers.”
First, your competition, the big guys, like LL Bean, Convergys, hospitalities (, and) know the power of employee training and the absolute damage it does to your business if you ignore it. Remember the quote that opened this special report. It was no accident that I chose it and lead off with it!
“For every five sales you make, another nine customers who had hoped to buy from you will leave your store disappointed and empty-handed. This means your existing store traffic can give you 2.8 times your current sales volume, if you sell only those customers who are ready to buy. The only thing more expensive than hiring a sales trainer is not hiring one. Any investment in sales training is an investment in your own gross profits.”
—Roy H. Williams
LL Bean trains each new employee for 40 hours before they ever are let to deal with a customer! Why is that? They know that to be successful at business, not just making a living, but to be a business that makes every leader wealthy, training is the first rule of marketing.
Take the time to prepare your employee to meet and greet your employees. It will pay in huge dividends.
• The fifth thing to look for is a commitment to Lifetime Learning or Self-education.
“The actions of men are the best interpreters of their thoughts.”
—John Locke
What has your potential employee done in her life that proves her commitment for lifetime learning? What does he read? What does she study? What are his long-term and short-term goals? Answers to such questions will reveal how much they will contribute to your business, your company culture, and your success!
Determine if your interviewee has the right attitude by asking questions as these that will show their character,. This is the best way to separate an average employee from a great employee.
How To Keep Them
Remember a great employee is worth 1,000 times more than an average employee! Consider that in your hiring, retention plan and pay.
A recent study states that it costs in excess of $13,000 to loose an employee, Money lost in productivity, experience, customer relationships, retraining and expertise. This is startling, an area where all can improve.
It is in your best interest and your customers’ to develop or extend your retention plan and provide incentives to keep great employees longer. Most employers tell me they can’t afford to pay their employees more… I believe they can’t afford not to pay a great employee more and the statistics prove me right.
This secret of marketing, hiring attitude not aptitude, sets the stage for all other interactions you have with your customers. Ignoring your number one asset—your employee is tantamount to ignoring your business!
“Winners create their own atmosphere.”
—Gerhard Gschwandtner
• The fourth thing to look for is Commitment.
How does your potential employee define commitment?
Com·mit·ment
•The state of being bound emotionally or intellectually to a course of
action or to another person or persons.2
You can easily determine how a potential employee will perform by assessing their commitments to things and people in their life. Ask questions that show their commitment or lack there of.
For example:
1. Where did you work the longest?
2. How long were you there?
3. Why did you leave?
more later...
