Best Practice
Leads to Customers – Part 1
Sally Balwin
Recruitment | HR | Business Development
One of the Holy Grail questions business owners want to know the answer to is “how do I turn an inquiry/cold lead into a customer?” For example, if a business has the email facility on its website and receives a limited enquiry or you are at a business lunch at a table of strangers, how do you approach such situations to generate customers?
This question was posed at the Albany Creek Business Contacts meeting this morning, with members intently listening and contributing (yes … they too want to know answers).
Unfortunately, there is no Holy Grail answer, however, most involved in the conversation agreed that the best approach regardless of the circumstances is to try and create a relationship.
In the example of an email inquiry, it was suggested that a business owner needs to take an approach of answering the inquiry however, moving the enquirer to further contact (ie, give a little information and ask for a bit more). Scott Deaves, David Deane Real Estate added that if possible add a bit extra information to the initial response to try to create a conversation. He went on to add, “if possible, try to get a phone number rather than continue in writing which enables better ways to communicate with the prospective”.
Dan Milgate, Fit4Life Personal Training concurred with Scott and added, “invite the enquirer to meet and discuss further as, if the nature of your business enables, tell the prospect that by meeting you can get a better handle on their needs to customise and personalise the product/service to them”.
The business needs to demonstrate its interest in the inquiry by responding as soon as possible but no later than 24 hours from receipt of the inquiry.
Discussion flowed to the question of the business function scenario. Kirsty Newbery, Caring Cottage was quickest out of the gate to suggest “that you ask about others [at the table] – what their business is and about – and listen to what they say.” Build rapore and find the hooks relevant to your business and then ask more questions to highlight and discuss further these points giving an opportunity to either demonstrate your expertise in relation to the matters and/or open a direct dialogue in relation to your business and how you can help.
Rob Carmody, Australian Integrated Communications indicated that his business in many instances is built on cold calling/leads and his approach is about asking questions about the person and/or their business – get an understanding about them – their goals, directions and needs. This is the beginning of building the relationship.
Damian Jenkins, Australian Unity, North Lakes contributed by suggesting “even when you meet someone for the first time take the long term approach of developing into a relationship”. In other words, approach this meeting as the beginning of many conversations with a view to developing a relationship which may result in a customer and/or a good referrer of customers.
It was agreed to be honest and upfront and not providing “spin” to win the customer for them to then find it was all baloney.
Another clear message from the group is – Don’t go straight in for the hard sell – you will lose them right away.
As evidenced by the diversity of businesses that have contributed to this discussion, the skill is to learn how to create conversation to build relationships in all mediums a prospect may use to communicate with you.
So, why is this Part 1 in relation to Leads to Customers? Well it became apparent that there is another conversation in relation to this – that is – if you are a colleague/networking or referral colleague, how do you turn an inquiry/cold lead into a hot referral for another business.
Tune in on 14 May 2014 when this question will be discussed by the group and answers revealed.
See How Easily You Can Manage Client Expectations
Sally Balwin
Recruitment | HR | Business Development
In a recent blog we discussed the very sensitive issue of “is it OK to fire a client/customer”. One of the issues highlighted in the case study, was managing client expectations. As business owners, many are prepared to go the extra mile for clients/customers, sometimes at significant cost to the business for little or no return.
Andrew Gallagher, Lollyworld surveyed his online customers asking about their expectations in relation to service delivery. Over 95% surveyed replied they had an expectation of 24/7 service. Kudos to Andrew for asking the question because now he is armed with information to assist him to set terms of service delivery and educate customers in order to manage their expectations.
It was agreed between my colleagues at today’s Albany Creek Business Contacts networking meeting that it is important to set boundaries in relation to client/customer service and to communicate them to your clients/customers. It was raised that in doing this, a business needs to have some flexibility and to make a strategic assessment of client expectations. A good example provided referred to a florist who was approached to provide for a wedding on a Sunday (the business does not usually operate on a Sunday). After assessing the customer and their needs the florist chose to provide to the customer as it was a significant job and it had the potential to lead to three plus more customers. In this instance it was worth service delivery outside of the normal terms.
Mike McFillin, Australian Training School, quite wisely cautioned in relation to creating false expectations, for example, if your trading hours are 8.30am-5pm, and you start answering the phone at 8.15am because you are in the office, and then 8.00am and/or then 7.45am, clients will ring at these times because they know you are there and will answer.
Nathan Dobbins, Core Computers also suggested that business owners should not breech home – that is, if a client/customer indicates they can’t get to the business premises in opening hours don’t let them come to your home after hours. It is suggested that either you stay back at the business premises as a one off (and communicate to the client/customer that it is a one off) or suggest that you will drop it off at the client/customer premises again as a one off. By enabling home to come into the business could open the flood gates to clients/customers blurring the lines between business and private time both from the physical premises point of view as well as operational time of the business (for example, if they can pick things up from your home after hours then it must also be OK to phone you at 9pm).
Business owners need to educate themselves and their people on their systems and processes first, to ensure they don’t create their own false expectations. If the business is very clear on this then communicating to clients/customers can be quite simple. This can be done through a number of ways including (to name a few):
- client/customer charters,
- welcome letters,
- at first meetings with new clients,
- quotes that set out timeframes and processes (not too little and not too much),
- formal terms of trade,
- signage on shop front,
- website (eg, trading hours),
- social media,
and so the list goes on.
The moral to the story is to not create client expectations that are not reasonable nor sustainable. Once your processes and systems are developed and you and your people know how things work, how long it takes for things to work and the performance measures for outputs, this can be appropriately communicated to clients/customers to minimise any false expectations.
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Privacy Please!
If you run a business, you need to know – Privacy Is A Priority For The Australian Community.
The Office of the Australian Information Commissioner’s (OAIC) released the results of the 2013 Community Attitudes to Privacy survey on 9 October 2013 which show that Australians are becoming more concerned about privacy risks and that they expect the organisations they deal with to take effective steps to safeguard their personal information.
48% of Australians believe that online services, including social media, now pose the greatest privacy risk. Only 9% of those surveyed considered social media websites to be trustworthy in protecting privacy.
Australian Information Commissioner, Professor John McMillan, said the survey results confirm the growing community concern about privacy risks arising from the explosion in use of social media since this survey was last run in 2007.
‘In the last 5 years we have seen a significant change in how people communicate and interact online. People’s attitude to the importance of personal privacy protection is changing at the same time,’ said Professor McMillan.
The three most trustworthy industries, in relation to privacy, were health service providers, trusted by 90% of participants; financial institutions, trusted by 74% (up from 58% in 2007); and Government, trusted by 69%.
Of great importance in the results, is that the public expects data security protection to be similar in both the public and private sectors. 96% surveyed expect to be informed if their information is lost (for both government and the private sector) and around 95% surveyed also feel they should be made aware of how their information is handled on a day-to-day basis.
Privacy Commissioner, Timothy Pilgrim said it was clear that the Australian public continues to insist that their personal information is handled with the highest possible standards.
”Here is a business imperative for organisations to be transparent about their personal information handling practices and to ensure that privacy is built in to systems and processes right from the beginning,” Mr Pilgrim said.
Mr Pilgrim went on to say that “Just over 60% of Australians have decided to not deal with an organisation because of privacy concerns, which is an increase from just over 40% in 2007.”
“These results send a very clear message that people remain concerned about how their information will be handled. With a significant number of people saying that they have decided not to deal with an organisation due to privacy concerns, I suggest that business needs to listen to this and consider improving their practices,” Mr Pilgrim said.
The survey showed that Australians are increasingly concerned about the international sharing of personal information; 79% of people feel that cross-border disclosure is a misuse of personal information, and 90% have concerns about the practice.
‘This is an interesting finding given the increasing frequency with which data is being sent off-shore. New privacy laws commencing next March will increase protection around the handling of Australian information that is transferred off-shore, and it will be interesting to see how attitudes change as a result of this,’ Mr Pilgrim said.
Working From Home – Is it right for you?
Sally Balwin
Recruitment | HR | Business Development
Did you know that at least 18% of Australians work in their pyjamas when they work from home – more than any other nation.
So if you deal with a client who works from home make sure you give them a call before dropping in or be prepared to face the consequences!!
But on a more serious note, if you are considering the option of working from home be aware that it is not for all people. It sounds great, but unless you are very disciplined and well organised it can lead to disaster.
There can be many distractions that you think you can handle without too much hassle, but in reality it is not that simple.
Working from home maybe one of those things that you want to try before jumping in the deep end. It can work and be very enjoyable, but you need to look at it from all angles.
- If you have or need clients to come to your workplace how do they feel about it?
- Can you separate home from work hours; that is instead of giving you a more balanced lifestyle would it in fact take the balance away.
- Do your clients understand that simply because you work from home does not mean you are available 24 hours a day seven days a week?
- How do you feel about the isolation of working from home?
- Are you the kind of person who is energised by the interaction with colleagues and the social aspects offices provide?
The other key areas to consider, when considering working from home, are the taxation, other legal/regulatory requirements and insurance/workplace health and safety implications. I hear many comments from people who work from home about what they think they can claim in tax, relying on home insurance coverage even though they are operating a commercial business, not realising some local councils have strict rules on home base businesses etc etc. It is imperative professional advice is sought, before setting up a home base business, from an accountant, lawyer, the local council and insurance broker (to name a few) to get the facts and make sure all the right things are in place and no nasty surprises arise down the track.
If you are considering working from home, take the time to talk to a number of people who have done it or are currently doing it and ask them for honest feedback as to what the benefits and downsides are for them so your decision can be well informed.
Corporate Gift Etiquette
Sally Balwin
Recruitment | HR | Business Development
Whether you own and/or run a small, medium or large business, at some time, more than likely, you will have to buy business related gifts. If timely and appropriate, the right corporate gift can strengthen relationships with clients/customers and show appreciation for their business, strengthen relationships with suppliers and establish goodwill and create further opportunities for networking. However, ill-advised or ill-timed gifts can have the opposite effect. Therefore, it is important to establish standards and practices when considering the giving of gifts.
Firstly, consider the purpose of the gifts. Corporate gifts are usually considered in relation to a thank you for business referrals, congratulations, “courting” a prospective client or contact, advertising; ensuring long term clients/customers know their business is appreciated and/or for rewarding an employee for a job well done.
It is important to keep the type of gift appropriate in size, price and content for its purpose.
Possibly, more important than the purpose of the gift is who the gift is intended for. So your intentions are not misinterpreted, caution needs to be exercised when purchasing/giving gifts for members of the opposite sex, for international clients/customers/contacts and for individuals who may not be able to accept the gift due to company policy (eg, government officers). Before giving a gift, check out policies, cultures and traditions to determine appropriateness of the giving of the gift, the gift itself and the manner in which to give the gift.
The timing of the gift is also important. It is best to correspond the giving of the gift with the relevant occasion. For example, if the gift is a thank you and appreciation for work provided by a client, ensure it coincides with the completion of a particular activity or the anniversary of the relationship. Further, if the gift is to “court” a new client, have it at the first meeting with the client and not send it two weeks later as an after thought. Remember, to capitalise on the impact of the giving of the gift and not just the gift itself.
Having said this, if an occasion has been genuinely missed, it is better to give the gift late than not at all … just make sure it is seen as a genuine gesture!
When giving gifts, where appropriate and possible, accompany the gift with a hand written card/note. Even if attaching your business card, its nice to add a personal message (for example, “best wishes” or “looking forward to a long and prosperous relationship”).
Finally, how much should be spent on a gift? Unfortunately there is no one answer to this question. The “how much” factor is tied up with the “purpose of the gift” and the “who the gift is for”. Consideration also needs to be given to how much is available to spend in the budget!
If all this is sounding very daunting, talk with a professional corporate gift supplier or consultant for help.
