Last week we discussed sincerity in business. Our marketing must be sincere in what we tell others about our products, services, and how we do business. If it doesn’t, we will be known for our hypocrisy, and we will fail to succeed. We must look at what we say and how we say it when reviewing our marketing efforts.
We must remember that everything that we do is part of our marketing. We can show our positive side, or we can demonstrate a negative side in our marketing, depending on what we do or say. Our attitude towards our customers and prospects must be taken into consideration as part of our marketing and when examining what we say and how we say it.
We must put ourselves into the position of our prospects and customers and look at our business through their eyes and ears. What do they think of us, and do we make our buying experience stress-free for the prospect or customer? Is the purchasing process enjoyable and easy to navigate? Is it difficult and frustrating for the customer, making them turn to whomever will warmly welcome them and treat them better?
Have we ever called into our business as a customer would on the telephone? How are customers greeted; what type of service do we use if we don’t have a receptionist? Do we have an automated answering and routing service, and is it easy to navigate? Is the voicemail greeting for our individual number friendly and welcoming; do we return calls promptly and in a positive manner? If the customer cannot successfully contact us, we cannot market to them. We may never know they tried to connect with us.
How do we relay order information to the customer, including delivery dates and methods? Are we vague about a delayed delivery, or do we do everything that we can to keep the customer informed and satisfied? If we market a service, did it meet the customer’s expectations, or why not? If we cause an error at any stage, how do we rectify it, and how do we make the customer whole in their dealings with us?
If we lose a customer, do we ask why? Do we really care, and what is our attitude towards the customer who just fired us? How do any of our customers feel about doing business with us; are any of them ashamed that they spent any money with us? Do customers, current or former, speak ill of us to their friends, or do they praise us?
All of these questions are ones that we should be asking ourselves every day of our business lives. If we do not know the real answers, we must find out what the truth is. We must discover what others think about us and about doing business with us. If they aren’t honest with us, what did we do to make them elude our questions?
Practicing Gratitude Marketing means that we want our customers and prospects to know that we care about their business. It also means that we do whatever we can to make their experience with us as pleasant, easy, and rewarding as we can. If it isn’t, we must discover what is wrong and fix it. We must be sincere in our methods, the reasons behind them, and in all aspects of our marketing.
Please leave me your comments, or email me at Jim@JimTeasley.com, or call me at 360-314-8691.Together we can grow and prospect as partners in business and in life.