CRM
Is Big Better?
Hands up those who love dealing with customer service centers where no one is empowered to deal with your matter, no one knows who to put you through to to deal with your needs, but rather just read you the script and/or refer you to the website to work it out for yourself?
In most industries, there are the little guys and the big guys. Up here on Brisbane’s north we have had the introduction of Costco, IKEA, Bunnings, Masters etc etc. However, in the strip between Brendale and North Lakes, through to Morayfield and Caboolture there is a huge number of small to medium businesses scattered throughout communities.
Promoted by the mixed views in relation to Costco floating around conversations and social media, I posed the question, to the Albany Creek Business Contacts group – is big better?
This question was coupled with the desire to know – what are the opportunities for small business when confronted with large operators in their industries.
“Feedback from my clients tell me they prefer to do business with smaller operators because of the tailored solutions, back-up availability and superior customer service the smaller operators provide,” Nathan Dobbins, Core Computers commented.
De Wet van der Nest, Express Air Con Cleaning, shared some interesting insights from the USA which indicates consumer trends are moving away from the bigger operators towards the smaller local providers. The desire for more personal service and relationships so they know who they are talking to/dealing with underpins this growing trend.
Kathy Patterson, Brendale Stationery and Matthew Fox, Brisbane Hosting & Web Design echoed this trend adding that in their experiences, customers are looking for more personal service and genuinely wanting to support local. It was agreed, that price competitiveness still was a factor, however, lower pricing was not the sole motivator for many. Further, smaller operators could provide more flexibility to meet their customers’ needs where the larger operators tended to be more rigid in products and service delivery.
“Small business needs to stop competing with the bigger operators on their terms,” shared Leonard Whittaker, ActionCycle Learning. “People make buying decisions based on liking the person they are dealing with, believing the provider understands their needs and that the provider responds to them as a human being,” commented Leonard.
Big becomes depersonalized and consumers tend to prefer operators who are about the community in which they live. In this regard, Leonard shared six (6) principles for business to be successful in the eyes of their community:
- Keep money in the community.
- Keep money moving within the community.
- Be a contributor to the community (not just an advertiser to the community)
- Communicate with the community in a way people understand.
- Combat the point that consumers should buy on price.
- Help those who need help.
This sense of community was expanded on by the business owners in the group reinforcing that a competitive advantage to business is to be a part of their community and build relationships. All sounds good, but what can a small business do to achieve this? Suggestions provided covered:
- Give time to community activities like APEX, Rotary etc.
- Give time and/or sponsorship to community sports and children’s activities like Scouts.
- Volunteer services to community/not for profit organisations, eg, if in fitness business, offer a pre-season fitness session to players at the local footy club.
- Volunteer at the local school or your child/ren’s school.
- Sponsor local school awards.
It is very encouraging to hear small business speak so positively. Small business is the backbone of communities so get out there and build your profile both personally and for your business.
Albany Creek Business Contacts consists of local quality and reliable businesses who provide a wide range of services from home and residential services to B2B and commercial services. Our service areas cover primarily Albany Creek, Eatons Hill, Brendale, Aspley, Warner, Chermside, Strathpine, North Lakes. However many members will cover greater areas.
Albany Creek Business Contacts meet fortnightly on a Wednesday morning for a 7am breakfast and networking meeting.
Balanix Solutions – Accountant, Business Advisor, Bookkeeping.
Situated in Strathpine on Brisbane North, we partner with our clients to assist them in their accounting, business management and bookkeeping needs. Our clients vary in industries from professional services (such as law, vet and dentist) to the trades (mechanic, bricklaying, plasterer etc), hospitality and retail. Are clients are located in the Pine Rivers area (including Brendale, Lawnton, Albany Creek and Eatons Hill) through to Kallangur, Petrie, North Lakes and Caboolture, as well as Brisbane South, the Gold Coast and various other parts of Queensland.
Call us today … we can help (07 3264 4783)
Leads to Customers – Part 2
Sally Balwin
Recruitment | HR | Business Development
In Leads to Customers – Part 1 the Albany Creek Business Contacts members discussed how to turn an enquiry/cold lead into a customer, and provided great tips and actions to achieve this goal.
Today they discussed the other conversation related to this – that is – if you are a colleague/networking or referral colleague, how do you turn an enquiry/cold lead into a hot referral for another business. In other words, if you over hear in a café a complete stranger complaining about their personal trainer and you have a PT to refer to, how could you turn this freezing lead into a hot referral.
Scott Deaves, David Deane Real Estate was quick off the mark to comment that the most successful conversations will be where you can provide case studies/personal experience with the prospect lead rather than just saying “I know a guy who … ?” Using phrases such as “I have personally used …” or “I have a friend who uses …. who is constantly telling me how terrific they are and that I should try them out” gives your information to a prospective referral more credibility – remember, generally with a cold lead there is no established relationship.
Andrew Gallagher, Lollyworld stressed the importance of know the referring business well because when you refer, your reputation goes with that referral. If you don’t have personal experience with the business then do a “dance card” with the owner to understand the business philosophy, services, reputation etc.
Dan Migate, Fit4Life Personal Training – Lawnton stretched the opportunity to suggest that, if you have a relationship with the prospective referral or the conversation with the stranger prospective referral is going very well, you may have an opportunity to suggest you phone the referring business as you are together and start a conversation between the prospect and the referred business then and there.
Scott chimed in and added that alternatively, ask the prospective referral if it is OK if you pass on their details to the referred business to contact them to discuss further.
A tip I have developed through networking is to make sure I carry networking colleagues’ business cards with me so if an opportunity arose I could pass on the referred business’s details if the prospective referral didn’t want their details provided the other way. Also in relation to business cards, have space on the back of your own business card to write details of the referred business (contact name, business name, phone number and website URL) if you don’t have their business card. Particularly if it is a stranger to you who you are establishing a relationship with from cold, your business and its details will also be passed to them.
This situation raised a question – if I am not carrying other businesses’ business cards, how can I provide the details. Simple – keep the details in your phone! Let’s face it, I think my 85 year old mother is the only person I know who doesn’t have a mobile phone. The contacts area provides detailed opportunities to record information. Some phones enable groups to be set up so if you are a member of a networking group like ACBC, you can put the information about your group members in a specific group area making access easy. Scott also advised there are a number of Aps called “Groups” or something like that that also enable you to create groups on your phone and record contact details.
The general agreement of the group was that even if dealing with a very cold lead, approach it in a way to establish rapore and relationships. Suggest to the prospective referral that if they contact the business to mention you and they will really look after them or things like that to make the referral more personal.
Which led to the final area covered by the conversation – how to turn a cold lead into a referral through social media. That is, if you are a member of a group on Facebook and someone posts asking for a recommended business that they need, how do you make your recommendation stand out from all the others?
This aspect provided quite a bit of conversation in the group which in summary concluded that the best approach is as follows:
- Tag the person and the business you are referring.
- Put in a contact number (this is particularly important if the person seeking the recommendations accesses facebook by phone as they will be able to just click on the phone number and phone straight away)
- Put in personal experience and/or case study information (as discussed above)
- Add the website link (it was suggested that if, for example, the referred business is a member of a group like ACBC, the website link maybe best from the group website if it has reviews/testimonials capabilities.
Most importantly, if you are referred on social media, respond to the referral asap. It maybe useful to develop a bank of social media elevator pitches to be able to quickly respond to recommendations and referrals.
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.
Balanix Solutions – Accountant, Business Advisor, Bookkeeping.
Situated in Strathpine on Brisbane North, we partner with our clients to assist them in their accounting, business management and bookkeeping needs. Our clients vary in industries from professional services (such as law, vet and dentist) to the trades (mechanic, bricklaying, plasterer etc), hospitality and retail. Are clients are located in the Pine Rivers area (including Brendale, Lawnton, Albany Creek and Eatons Hill) through to Kallangur, Petrie, North Lakes and Caboolture, as well as Brisbane South, the Gold Coast and various other parts of Queensland.
Call us today … we can help (07 3264 4783)
Is It OK to Fire a Client/Customer?
Sally Balwin
Recruitment | HR | Business Development
Our Albany Creek Business Contacts (ACBC) member is in a pickle processing the loss of their very first client. After agonizing over what more they could have done, sharing their story raised the questions – is it OK to fire a client and, if so, how do you do it in the most positive light?
Their story goes – the nature of the business is not 9 to 5 nor is it walk-in customer service. Our member is a specialist in their industry and, although operating out of commercial premises, promotes that some of their services is by appointment only. The existing promotion has worked well to date – however, enter client who wants things done differently. This client has an expectation of service delivery when they want and, in some instances, upon very short demand. After detailed explanation that this cannot be accommodated and offered alternate solutions, the client walked with parting words of not feeling valued and not getting what they wanted. Like most business owners, the raft of guilt, emotion and questions flowed – did I not handle this correctly – should I have done what they wanted regardless – could I have done more – do I need to change the way I do things – and so it goes on.
If you are a business owner reading this, by this stage I have no doubt you are empathizing with this situation, no doubt from personal experience. Here is what the ACBC members had to share with our colleague.
Kudos goes first of all to Damian Jenkins, Australian Unity, North Lakes who gave us our first collective agreement – “The first client lost is always the hardest – so now that is behind you” he said. Damien continued to share his insight by suggesting that they ensure their business operations model is well defined and well communicated.
Small businesses tend to be more personable and relationship based but as Andrew Gallagher, Lollyworld reminded us “we don’t gel with everyone and sometimes there will be a client/customer relationship that just doesn’t work”.
The group agreed that there are common signs that a relationship maybe heading south, such as –
- clients/customers demanding over servicing – almost taking advantage,
- slow payment of bills requiring lots of chasing,
- querying and questioning everything and
- master/servant demeanor, to name a few.
It was agreed that business owners need to identify good ideal clients/customers and determine what, if anything, extra would be provided to each class of client. Nathan Dobbins, Core Computers also suggested some businesses could develop a Client/Customer Charter which sets out what the expectations and responsibilities are of both the business and the client/customer and to communicate this extensively so there are no misunderstandings or unrealistic expectations.
OK, by this stage everyone has agreed that not all clients/customers are good client/customers and that it is OK to part ways … which then raises the question, how to do it in the most positive way.
Sometimes you have to have some very difficult conversations with very nice people. You can explain that what the client/customer is after you can’t deliver but explain what you can do for them and note that you understand if this doesn’t work for them. If you can, assist or refer them to someone who could better service them which makes the client/customer feel like you are still valuing and helping them. If you decide that you will accommodate difficult clients you may need to review your pricing structure and charge a premium to them for the additional servicing.
Sandra Gilliman, Streten Masons Lawyers summed it up nicely, “If you have done, within reason, what you can, let the client/customer go and trust that your reputation will stand on its own.”
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Balanix Solutions – Accountant, Business Advisor, Bookkeeping.
Situated in Strathpine on Brisbane North, we partner with our clients to assist them in their accounting, business management and bookkeeping needs. Our clients vary in industries from professional services (such as law, vet and dentist) to the trades (mechanic, bricklaying, plasterer etc), hospitality and retail. Are clients are located in the Pine Rivers area (including Brendale, Lawnton, Albany Creek and Eatons Hill) through to Kallangur, Petrie, North Lakes and Caboolture, as well as Brisbane South, the Gold Coast and various other parts of Queensland.
Call us today … we can help (07 3264 4783)
