Posted by: Troy White
November 27, 2007
Issue #292

The Perfect Storm That Destroys
Your Customer Relationships

In this issue:

• 13 take-em-to-the-bank techniques to ensure your customers keep coming back to buy more …

• The problem with the younger generation – and how it could kill your bottom line profits if you have them working for you …

• North America’s BIGGEST business problem, and a few timely tips to help you work your way through it …

• 4 fast ways to show them you care …
• And Much More!

Fellow business builder,

I’ll warn you now … this is not going to be a pleasant article.

I try and give upbeat, positive tips and advice on improving your marketing and advertising.

This time I am going to rant and review.

A leading question for you … have you noticed that service SUCKS everywhere you go these days?

Nothing revolutionary …

… I am just surprised by how BAD this is getting.

Honestly, how often do you get "wowed" by customer service?

Never?

It is amazing to me how poorly
‘customer service’ people treat their customers
(you know, the ones that pay their paychecks!)

They could care less that YOU are the one paying their wages.

They could care less if you have a pleasant experience.

They could care less what you think of them.

They feel you owe them a tip – for nothing in return.

They feel you owe them pleasant treatment, while delivering the opposite back.

They feel they are entitled to a successful, happy life and not having to put anything into it in return.

Why?

I have a number of theories, some of which won’t be popular.

1) The younger generation (under 25) – those in most of the customer service jobs – are (in many cases) a bunch of spoiled kids. They have things too easy at home, and they expect the workforce to give them the same treatment.

We have raised an entire generation of whiney, over-ego-inflated, sense-of-entitlement-for-no-reason "brats".

Told you this won’t be popular.

Not all of them are this way though, thankfully.

I have been reading articles about this and doing my research.  Books have been written on the subject of the younger generation and how they think and act about their work.

Not good. At all.

• They are pampered at home.
• They are never disciplined properly (the spankings I grew up with now get you a visit from child services).
• They are handed money for not having to do their chores.
• They get out of school and get VERY good paying jobs without having to prove themselves. (In Calgary, where I live, there are multi-thousand-dollar signing bonuses for $15/hr jobs! Students could care less about loyalty - - job hopping and bonus bouncing is a new game in town.)
• They grew up without real supervision (dual income families) – and don’t think they should have to be supervised in the workplace.
• They think customers suck.

… And they are going to KILL your business.

(I am NOT saying they are ALL like this – but there IS a reason books and articles and training classes are now being offered on how to employ this generation.)

2) My second theory is that businesses just don’t care anymore.

• They try advertising – by copying their competitors. Didn’t work for them, but I’m sure it will for me!
• They try different marketing techniques – again by copying the only people they know – their competitors.
• They hear all the junk in the media – economy, business failures, bankruptcy, interest rates, war … the list goes on and on.
• They don’t associate with those who ARE doing well in business. They listen to the mumbling and groaning from those who are struggling … and (go figure) they end up in a similar situation.
• They get treated like crap everywhere they go – so that must be the way you do business in this day and age – right?

(Honestly, do you feel that the people you buy from on a regular basis actually appreciate the fact you are putting your money in their pockets? It is a rare day when I see people who do.)

Like it or love it, the above could be the demise of your business … or mine. If I don’t appreciate those who buy from me – I could be the one people complain about.

If you don’t – it will be your business.

Find ways to SHOW your appreciation.

1) Have your staff accountable to be NICE to the people who pay their paychecks (the customers). If you find them not caring or treating people right – FIRE THEM. You are the boss – it is your company – and you have the full right to fire people who treat your customers poorly.

Best advice I heard on this – "Hire slow – fire fast".  Take the time to get comfortable with the person and if they will fit it and do their job. If they don’t do what they are supposed to – get rid of them!

2) Send thank you cards and e-mails to people.

3) Surprise them with gifts or special discounts (for existing customers only).

4) If your company DOES mess up – give the customer a reason to come back again – a gift as an apology, a free meal at a restaurant in town – something (anything) will be noticed.

Customers are getting used to being treated like crap (sad), so be the one who treats them like gold.

They are the ones paying you and your staff, make sure they know that you appreciate them!

Assuming you have your service front-end in order, let’s also look at other areas you can improve your business in the busiest buying season of the year:

Here are 13 things you need to check through to make sure you have implemented them ALL in your business.

• Create a great USP – something that stands out and tells your clients why you are not only the best choice, but the only choice in their purchasing decision.
• Keep it simple.  Can a grade 8 read and understand what it is you are saying in your promotions? If not, go back and simplify it.
• Educate them – tell them about you, your business, what it does and how it does it – and – MOST IMPORTANTLY – why they should even care!
• Ask the prospect/client to take action right now. Any action – buy, phone, e-mail, signup – whatever your marketing message is – make sure it contains something they should take action on.
• Why should they believe you? The prospects you are targeting WILL distrust you.  It is a fact of life.  You need to overcome this distrust with proof that you deliver (testimonials, case studies, pictures, professional sources, anything and everything that shows you are the best at what you do).
• “What’s new?” is something your prospects AND clients want to ask and know.  You must give them compelling reasons to buy – buy again – and spend more each time. And you can’t do that by boring them – what is NEW in your business? Your offering? Your client success stories?  New bundles of products or seasonal promotions? Tell them what is new in your personal life. Make sure they have a good reason to read what you are writing! A monthly print newsletter is an exceptional way to make sure the word is getting out. (Total cost: <$1.10 per customer per month – a miniscule investment for long term client loyalty!)
• Make sure everything you do is designed to get their contact information. From your business cards to your letterhead, to your advertising and website – everything must present a compelling case as to why they should give you their contact information.  And when they do – FOLLOW UP!
• Find ways to raise your prices and offer an upsell every time they go to make a purchase.  There is ample proof that you can double your prices and not lose a significant number of buyers – as long as you make the reason compelling enough as to why they should pay the higher price – and what you offer in return.
• Call everyone (or hire professionals to do it on your behalf) AFTER your direct mail efforts – it will increase your response by a huge margin.
• Find people to joint venture with and cross-promote to their lists and your own.
• Make sure your clients and prospects KNOW you appreciate them. They pay the bills – so make sure they are constantly told that you value them.
• Invest a substantial amount of your time developing good higher-end products for your clients. Either on your own or through partners, you need to present them options at higher prices and better bundles of products and services. A one-time buyer is twice as likely as a prospect to buy again, and at a higher price. A two-time buyer three times as likely … and so on. Your entire goal is to get them to buy once then offer them multiple options to buy again, and again.
• The greatest way to get referrals is by being the best-of-the-best. Make it so they would feel guilty for NOT telling their friends, family and business associates about you.  Be the ONLY one they would through excellence. And again, you have to ASK them to refer their friends and family.  They may do it on their own – but chances are they don’t feel comfortable doing it.  But if you position it so there is something in it for them and for those who they refer – they are much more likely to actually do it.

Here’s to you cranking up the heat on your marketing!

Please let me know your thoughts, and if you have any further topics on this you would like to see discussed.

To your success,

Troy White
Editor, Small Business Mastery
Supplement to THE TOTAL PACKAGE

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A Final Note:

If you have specific subjects you would like addressed, or have any comments on what you have seen here, please submit a comment below and I will see how I can help.

"Don’t wait. The time will never be just right.”

–Napoleon Hill

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3 Comments »

1. Comment by Lamar Bortner — November 27, 2007 @ 11:25 am

   Agree with your analysis of the younger generation!!

2. Comment by Donna Doyle — November 27, 2007 @ 1:57 pm

   Great article, Troy! Too many examples of good business behavior on both worker and company ends – have fallen by the wayside, and it shows. In my own business, I\’m glad to see I\’m one of the few who is still doing things right. Thanks!

3. Comment by John Manley — November 28, 2007 @ 7:10 am

   I\’m facing two prime examples of what you speak about in your article….

   One with a business hire and another with a domestic hire.

   I\’ve only started hiring/contracting people in the last year or so.

   I naively went into it thinking, if I pay well, include gifts, benefits, treat my \”staff\” like gold, they\’d return top quality work.

   Exact oppisitte effect. Like you said, they think they deserve an easy, successful life, without any effort.

   They make no efort to improve their skills on their own time. They need constant supervision.

   E.g. I give all my instructions via intranet, email (for virtual staff) or on paper (for domestic staff). I do that so it\’s easy to follow/remember. Though, that does take up more of my time, and I probably should be just letting them write their own notes (maybe they\’d remember better).

   But still, even with detailed, written instructions, checklist, etc., the same ommissions/mistakes are made.

   What you said above, \”Fire fast\” is the answer, I realize. I perservered with one person for over a year, and the situation only got worse. Same mistkaes, made over and over again. And then they asked for an increase in pay.

   Next hire will be very, very slow. Line up at least 10 PRIME candidates. Then give them all some tests.

   I can\’t believe how I\’ll specifically ask someone if they can do ____. They say, sure no problem. But then they can\’t do it… or they do it so slow, it\’s obvious they have no skill/practice/experience.

   E.g. a cook/housekeeper/nanny said she could handle all the cooking for the household. First day, lunch was 45 minutes late. Took over an hour to make. All that was on the menu was egg salad sandwiches and a cucumber salad (for three adults) and mashed banana for a baby.

   I heard one of Dan Kennedy students arrived at his office one morning and told all his employees, \”You\’re all fired!\” Then he presented them all with a detailed results-based contract, and said they would all be put on a one-week trail if they signed on the dotted line.

   I think another issue is the socialist style society North America is indulging in. That everbody deserves food, shelter, a big screen TV, 4 vacations a year, golf membership, full medical coverage (even though they don\’t care of their own health)… and they deserve all that just for beng a human being.

   I think, everybody deserves to have the OPPORTUNITY to EARN these things. And in cases where someone is severely disabled or in a country that does not provide these opportunities, then aid should be generously provided.

   But not just because you are an American, or a Canadian or because Mr. Roger\’s told you were \”Special for just being you.\”

   Anyways, before I go on anymore…

   John

   P.S. I think I\’m more angry with myself, for being \”lazy\” and assuming I could rely on other people to pull their weight just because I was paying them nicely. Big lesson learned.