Marketing your Business

The economy and its impact – the topic that “keeps on giving” literally! But take heart - in the midst of the housing and employment struggles, bailouts and bankruptcies there are absolutely opportunities to sustain and even grow your business. Maximizing those opportunities requires solid marketing efforts. The notion of marketing in a downturn is counterintuitive to many because they view marketing as an expense and are therefore cutting back marketing budgets in search of cost savings. The wiser business professionals, viewing marketing as an investment, have a decided advantage. They proactively and strategically intensify marketing efforts when business slows - not necessarily by spending more money on advertising, but by focusing attention on perhaps the most significant marketing tool available - the customer experience.
Marketing done right is a systemic, company-wide effort that strives to develop lasting relationships by meeting the emotional needs and wants of clients and creating a positive outcome. It’s not about selling more products to clients, it’s about genuinely understanding the client, and providing what they truly need.
And, systemic marketing requires everyone in the office from the bookkeeper, receptionist, sales person, and the business owner to invest in the customer experience. It begins with the initial client contact to schedule an appointment. Both the obvious and the not-so-obvious things leave an impression and influence the client’s desire to do business with you again or refer another person. The professionalism, competence, and interpersonal skills of staff, look of your office, even bathroom cleanliness and office signage have an impact on client satisfaction. Now is the time, while business is slow, to prepare your staff for their role as marketer. As the leader of this effort, make the commitment to clearly define and clearly communicate standards for marketing the comprehensive and ultimate client experience to exceed their expectations.
To get started, here are some basic suggestions:
1. Clients want assurance. Ensure your staff is courteous and competent, treats the client with respect and instills confidence that the quality of their experience is the number one priority

2. Clients want responsiveness. Teach your staff that the client is not an interruption, but rather the reason for the existence of the business and their respective jobs. Help employees understand that the client is the “real boss” and they should be prepared to promptly take care of their needs.

3. Clients want reliability. Make sure you and your staff complete tasks and fulfill requests correctly the first time i.e. calling when you say you’ll call, following-up on unresolved issues, and promptly informing them when you are unable to provide something

4. Clients want a comfortable environment. Assign responsibility to inspect the office regularly to make sure it’s user friendly, organized, clean and professional.

Proactive marketing in the current reality doesn’t have to cost a lot. Simply build awareness and sensitivity within your staff to be attentive to the needs and wants of clients, and then provide the highest levels of service and responsiveness. You will experience improved customer retention, an increased number of referrals, and another surprising perk – a happier workforce that is engaged in process of building success.

Best wishes in your marketing efforts!