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E-Marketing

10/27/2014

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Increasing Sales Through E-Marketing

Technology and customer connection

People are accessing the internet through a variety of devises from smart phones to tablets in addition to the traditional notebooks and personal computers. More people are now constantly connected to the internet with a smart device in the handbag or pocket. This means businesses have the opportunity to connect with prospects and customers practically 24/7.

Traveling through tropical Southeast Asia I am still very much connected with my North American based of contacts. I was able to chat with my Weekly Business Exchange group in Winnipeg from Singapore via video phone. All these technological connectivity offers us opportunities to maintain relationships and continue to deliver to local customers even when we are not in town. 

Also, we can have no more worries about traffic jams and weather conditions disrupting meetings. We can “travel remotely” and still be present to serve customers.

The internet allows businesses to develop deeper relationships with local customers. For example, word of mouth recommendations of friends and relatives can be transmitted electronically through short video clips. The challenge for businesses is in knowing how to combine internet connectivity with physical meetings to encourage sales. 

The local connectivity environment can shape peoples’ attitudes and confidence towards buying on line. In urban North America and modern Asian cities like Singapore for instance there are more internet users comfortable with buying on-line. For local businesses, internet connectivity through websites and social media can be built on with follow-up personal phone calls and physical meetings to build confidence and trigger the buying decision.

A physical brick and mortar store supporting on-line marketing and sales promotions can be effective in developing customer relations. This is the advantage that local businesses can leverage to effectively compete with the big on-line businesses.  

On-line marketing campaigns can be utilized to encourage buyers to visit both physical and E-commerce stores.

The advantage of an E-commerce store is physical distance is removed from the purchaser. A simple click and a product is selected on your website.  
Another click and you receive payment. Delivery can be made locally or worldwide by courier and delivery companies.
 

Positive consumer experiences and recommendations by friends, relatives, neighbours and associates can be promoted through social media. Building trust in your business through on-line and off-line physical interactions is important in giving confidence to prospects. Do spend time with your team and consultants to develop a marketing plan focused on establishing relationships.

Your marketing plan should help you identify the needs of the niche groups in your target market. Remember, satisfied customers are very often your best advocates in building trust in you and your products.

The internet is not just a tool creating new on-line markets but is also a tool that can encourage more shopping at your physical local store.  

Siddha Param
International Business Consultant
Reboot your business plan for sustained high growth

Do share this article on social media and with those interested


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Marketing to personalities

10/22/2014

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Personalities & Tailored Marketing
Fulfilling the needs of individuals

We are all individuals with unique experiences and desires. However, it is also true that we humans are social beings enjoying the company of other people with whom we share values, taste and world views.  
The fact that individuals do seek validation and approval from the social groups they belong to helps marketers create profiles of market segments. By categorising the different types of personalities in a community you can tailor marketing and sales messages that appeal to specific demographic groups. When this is done right, the message you deliver can prompt individuals to buy your products and/or services.    

In society we can find different individuals with differing personality characteristics that include being extrovert, quiet, analytical, adventurous, consensus builders and individualist. Walk into a coffee shop and you are faced with a variety of choices on how the coffee is served to us. With cream, black, iced, whipped, flavoured, the permutations appear endless. Yet, we all seem to have our favourite preference. The really good barista knows how to serve it up just right to the regulars.        

The following is a simplified model for personality segmentation you can start working with:  

THE HIGH ACHIEVERS
These are individuals who are go-getters. There are very often driven to achieve leadership positions. They enjoy high quality products and services and will often spend money on luxury goods and the finer things in life. Their high energy may sometimes come across as being abrasive and even hurt-full when it comes to emotions. But understanding their draw towards quality can help you focus on marketing language that draws them to the products and services they desire.

THE FUN LOVERS
These individuals are very social and are the people that add life and a positive buzz to the party. They enjoy the fun stuff wearing bright colours and accessories that are attractive and noticeable. These people keep the community bound together with positive energy and enjoy task that allow them to interact with people. They are vibrant and will be drawn towards messaging that promotes warmth, happiness and feeling good.    

THE SOCIAL HELPERS
These individuals enjoy attending to the needs of others. They will go that extra mile for others and feel good contributing to the well-being of the community. They tend to choose more neutral colours and accessories that are not flashy. Functionality is what they look for in products and services. They can be found supporting an organization and community cause. They are good team builders. Messages that promote the practical benefits of products and services resonate with them.

THE DETAIL ANALYST
These individuals tend to be quiet and very focused on details that will help us reach the right answer. They will do the research and get the facts and figures that help guide towards the best decision. They are interested in stability and predictability. They are punctual and appreciate good consistent service. Messages that provide facts supported by evidence of quality, reliability and customer satisfaction are appreciated.

You can trigger a buying response from the different personality types by tailored messaging that takes into account the information needs of the various personality types. There appears to be no one size “hits” all segments of the market when it comes to the advertising pitch.  

The menu at the coffee shop may appear to give us choices of coffee preparation. But it is primarily designed to cater for the different taste of the different personality types walking into the shop.  

Enjoy your favourite brew or drink of choice. Let us get down to working out the personality types that exist in your target market so that we can increase sales and achieve high growth.  

Siddha Param
International Business Consultant
Reboot your business plan for sustained high growth

Do share this article on social media and with those interested


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CUSTOMER SERVICE

10/11/2014

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Good Old Fashioned Customer Service

Whatever happened to good old fashioned customer service?   Some say that it is a thing of the past, but I hope that is not the case.  It’s bad enough when you have trouble getting good service in a fast food restaurant chain, a coffee shop or in a department store, but it is starting to become more prevalent in business to business service and sales as well. 

I have been noticing lately that otherwise good business and technical people are missing the boat when it comes to customer service.   With all the skills and talent that they have, they have somehow forgotten that the secret to their bottom line is a happy, satisfied customer.  Without that, all the skill and talent in the world won’t help you a bit.

So what is good customer service?  Start by listening to what the customer wants.  If you don’t know what your customer want, you have no chance of providing it for them.  Ask questions to make sure that you understand your customer’s needs.  Write things down.   Make suggestions based on your experience, but keep in mind that your goal is to satisfy your customer’s dream for the project, not your own.  This is where many people seem to drop the ball.  They start off listening to what the customer wants, but then somehow veer off into what they think the final project should be.  Then they follow this by trying to convince the customer to get on board with their plan.  Wrong.  This is your customer’s dream project, not yours.  You have only been asked to make that dream come true.

Somewhere along the way, people have gotten the idea in their heads that their bottom line is to convince people to buy whatever they are selling.  Of course you want people to buy what you are selling; but wouldn’t it be easier if you were actually selling what they need? As business people we need to work harder to give the customer what they want, rather than just convince them to buy what we are selling.

Now I understand that sometimes a customer may have an idea that you don’t think is practical.  In that case, explain to them why you don’t think their idea will work.  However, if they are convinced that they want the job done a certain way, then you have two choices.  Either do the job the way the customer wants, or tell them that you can’t help them and wish them well.  Simple as that.  I have also learned not to say that anything is impossible, because using the word impossible, you leave the door open for someone to prove you wrong.  Just think of how many things we do today that were “impossible” 100 years ago, or 50, or 10.  

It is better just to say that you are unable to help them, apologize and wish them well.  Better to turn down a job than to end up with an unhappy customer.  Most of the time people will appreciate your honesty.  It is always best to hold on to your integrity.   This will create a better reputation for you and generate more long term sales than the idea of selling at all costs.

Once you know what the customer wants, come up with a price and a timeline, and stick to it.  Work out clearly everything you are expected to do and give a reasonable price range and time period to get the job done.  Nothing will alienate your customer faster than prices and timelines that are constantly changing.  If it turns out that the job ends up being more work than you thought, eat the cost and consider it a lesson learned.  It’s just part of business.  By the same token, be quite clear about what you are doing for the price.  If the customer starts adding projects, feel free to renegotiate.  But make it clear that these are extra projects for extra costs, don’t just spring the new bill on the customer.  That way, at the end of the project, both you and your customer come out winner.

We all want to succeed in our business. We wouldn’t get into it if we didn’t. This is the bottom line of good customer service and good business; By helping others you will build a reputation as someone people want to do business with and that will make you truly successful.

By Guest Writer

Brian Campbell
Communications Specialist
www.HighHopesCommunications.ca

© Brian Campbell  


DISCLAIMER
All views and content in the above article are solely that of the Guest Writer and does not in any way constitute an endorsement or promotion or views of StrandRidge.com and/or its owner who collectively disclaim all and/or any liability whatsoever that may arise from copyright claims or by a viewer of this website reading, acting on, contacting and/or interacting, and/or establishing a relationship and/or transacting in whatsoever manner with the Guest Writer herein. StrandRidge.com and/or its owner have the sole and absolute discretion to edit, add and/or remove this Article from StrandRidge.com


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CONTROL & COMPETITIVENESS 

10/8/2014

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CONTENT MARKETING

10/1/2014

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