Categories

Recent Posts

Client Ignorance about Your Business Isn’t the Client’s Failing

educate customer_news

Have you ever told a client about one of your products or services and heard this surprised reply: “I didn’t know you had that!”? You may have bitten your tongue to keep from pointing out that this particular offering is listed throughout your website, mentioned in every bit of marketing collateral and advertising you produce and also prominently proclaimed by a huge sign over your left shoulder, even as the two of you are speaking! Somehow, instead of whacking this person over the head and yelling, “Hello? McFly!” you thoughtfully go about closing a new sale.

But before jumping to conclusions, ask yourself why clients frequently don’t retain important bits of information about your business. We’re going to go out on a short, thick and very sturdy limb and say the problem likely originates from one of two places: 1) your clients aren’t all that motivated to learn about your company; and 2) information you would like them to have isn’t attracting their attention.

It’s human nature to not do things we don’t have to do. That’s why we don’t see bald men combing their heads, or why most don’t make their bed everyday if they live alone. We have better uses for our time, so if we aren’t strongly motivated to perform certain acts, we won’t. Therefore, it’s not surprising that random members of the public don’t normally commit the content of business websites to memory, or that some people would be unable to describe a company logo even if their lives depended on it.

“But,” you may say, “knowledge is power. My company satisfies important demands, and it’s wise to know how to access critical resources such as those we provide.” This may be true, but we all prioritize which information to acquire, especially in an age where we can Google an answer to any question in seconds. These days, it’s usually safe to feel a need before finding out where to fill it.

More importantly, you care more about your business than your customers—by a lot! Have you ever noticed that the person most bothered by dirty dishes is the one who’s quickest to wash them? (Unless there’s a lot of nagging involved, that is.) Public apathy operates under the same principle. Clients say, “If you really want me know something about your company, I’m going to leave it up to you to imprint that information on my mind. Good luck.”

This brings us to the second point. How does the information you want to convey manage to push through everything else that’s clamoring for your customers’ attention … much less actually stick around in their brains?

Well that’s what marketing is all about, isn’t it? You carefully identify your audiences, send precisely constructed communications that will attract their attention—through a medium that has the best chance to reach targets—and do it over and over and over again until they (finally) remember your message. And you’ve got to brand it all so your company won’t be confused with others sending similar information to the same people!

It’s a process with countless twist and turns, millions of variables, innumerable nuances and considerations, but never a single perfect solution. Still, we truly believe focused customer outreach and education will be fully worth your effort. (Helpful hint: Let your Pinstripe friends handle it for you!). It’s up to you to make the right impression on your clients—not them—but if things go right, they’ll be glad you did.

The Five P Chords of B2B Messaging

b2b communications_news

Many popular songs are recorded using only a few guitar chords. For instance, Wild Thing by The Troggs, Bad Moon Rising by Creedence Clearwater Revival, and Sweet Home Alabama by Lynryd Skynryd use only three. No, they are not the same three chords—and there are others to choose from—but the point is you don’t have to hit a lot of notes to make sweet marketing music. In fact, if your company mostly serves other businesses, you can build a nice messaging repertoire from just five.

What makes this even easier to grasp is that you don’t need to remember “Every Good Boy Does Fine,” or to “FACE” the music. Thanks to the Microsoft Word thesaurus, all our B2B messaging chords start with a P. And so, without further fanfare, here they are:

P1 – Profitability
An appeal to profitability is inherent in most B2B marketing. That’s superficially obvious, but there’s real psychology going on. Business owners seek better margins because of what additional dollars represent to them as individuals. Unless we’re dealing with Scrooge McDuck (who just wants great wealth to roll around in) money is only a means to an end. For most business owners, the goal is to provide well for themselves and their families. Others enjoy the competition that comes with building a successful business. And some people simply love what they do and want to keep doing it. When you offer to help improve profitability, your target audience can translate that into assistance in achieving their highest aspirations.

P2 – Productivity
Improved productivity typically increases profitability, true, but it may also mean a less onerous work day for business owners and/or their employees. Then, maybe, the pay-off becomes better work-life balance instead of a bulging bottom line. Regardless of where your B2B customers find the value, any time you can help them attain higher productivity using the same (or fewer) resources, you’ll have rapt listeners.

P3– Performance
A company’s performance usually boils down to how favorably customers evaluate the experience of doing business with it. This could mean assessing the quality/value of the provided products, noting the responsiveness of staff, or enjoying a comfortable and safe commercial environment. By helping businesses perform better, you empower them to strengthen their own client bases by gaining greater loyalty from their customers. If you can do this for your business clients, they will be all ears.

P4 – Provision
As you’re doubtlessly aware, there are aspects of running an organization that you don’t have the time, expertise or inclination to do as well as you should. This might be anything from watering plants to installing a computer network. How could the service or services provided by your company free up your customers to devote more time to what they do best? The answer to this question is well worth sounding off in your marketing communications.

P5 – Peace of Mind
Secretary of Defense James Mattis was asked what keeps him up at night. He confidently replied, “Nothing. I keep other people awake a night.” Well, good for him. As for the rest of us—especially those running a business—there are plenty of worries to keep us from enjoying a good night’s sleep. Telling your customers how you can provide them with a little more “peace of mind” is practically singing them a lullaby.

But what about another P, namely, Price? It’s going to be important, but unless you’re sure you’re offering a deal that your competitors will find it hard to match, it may not be a marketing note you want to strike too often. Sales prospects will either find your price acceptable or they won’t, and unless you’re Wal-Mart, price isn’t going to make you special. For the most part, you’ll play a more memorable B2B tune with your own original composition.

Bonus P – Pinstripe
If you need a little help, give the Pinstripe team a call!

b2b marketing

The Six Stages of Super-Client Development

customer relationship business development_newsPicture a great client. He or she will have been buying from you for quite a while. They make purchases on a regular basis. They appreciate the work you do and they respect your expertise. And the best part is that they recommend your business to their friends, family and business associates.

Do you have a lot of clients like this? Do you have any? If you’re short on the number of super-clients in your client base, it may not be a reflection on the value of goods or services you provide. In fact, the opposite could be true. Maybe you put so much effort in being the best at what you do, that you’re neglecting the customer-development stage of your business. After all, you don’t just find great customers hidden like Easter eggs. They must be created—by you. It’s a process that takes planning, dedication and time.

There are six stages to creating a committed client:

  • Create awareness of your brand – Yes, this is basic but we’ve got to start somewhere. Besides, it’s impossible to have more great clients than people who’ve ever heard of your business, so maximize the foundation of your client base through marketing (i.e. PR, social media, digital advertising, direct marketing … etc.). Not every promotional vehicle is effective for every business type and there are a lot of factors to consider (that’s where agencies like Pinstripe Marketing come in!) but you must let people know your company exists, one way or another.
  • Get your target audience interested in your products/services – Congratulations! Some prospective clients have heard of your business! Unfortunately, they have probably heard of your competitors as well. Now you have to help them understand why your products or services are better than those they can get elsewhere. You do this with a consistent brand message based on value propositions to the customer by utilizing marketing vehicles tailored to your business and audience.
  • Do some convincing – After the first couple of stages, you may have landed a few clients, but you want more, don’t you? Now’s the time to back up the value claims you’ve made with blogs, testimonials, case studies and white papers. You might even show off your confidence by inviting customer reviews/feedback on your website or through social media. Such persuasion motivates buying decisions and helps cement the client-business relationship. People who carefully consider a decision before making it become emotionally invested in seeing it turn out well. No one likes to admit to a mistake, so if such a customer has a rare moment of disappointment, they will be less likely to cut and run, allowing you to recover from a minor error.
  • Ensure the purchasing experience is a good one – What would you do if someone concluded their business with you feeling regret, and you knew about it? How could you get them to feel better? Send them a card letting them know you appreciated their business? Maybe inquire as to their ongoing satisfaction with the product or service, or the level of attention they received? Perhaps make sure they know you stand behind their purchase with reasonable support so they stay happy? Do these things with everyone as standard operating procedure, and you’ll combat stray feelings of regret among the few. You’ll also ensure that worry-free clients bond even more tightly with you!
  • Never take them for granted – If you’ve been diligent in developing client relationships through this point, you should be in great shape. In fact, victory is yours if you don’t blow it. Remember those promises to answer concerns and provide appropriate ongoing support? Make sure you’re keeping them. And, in general, stay in touch with friendly cards, surveys, newsletters and specials. Always let existing customers know how important they are to you. (Just think of all the work you’ve put into the relationship already. Don’t let that go to waste now!)
  • Take advantage of their advocacy – They really like you and you really like them. This is where the investment in client development truly pays dividends. Make it easy for great clients to share their enthusiasm by featuring them in testimonials and case studies, onsite reviews and marketing collateral. You might even reward them with a client referral program. (Meanwhile, don’t forget to take a moment to feel earned pride over every super client you have!)

It’s true that not every prospect will require every outlined step to be a buyer; you may be lucky enough to have a few very low-maintenance clients for years and years. Conversely, some people are going to leave you no matter what you do. But If you have a process for turning customers into advocates and stick to it, you will have exponentially increased your odds of enjoying consistent, sustainable business growth.

Building a Reputation Through Volunteering

building-a-reputation

“Oh! I know Ginger!” My team often hears that phrase while talking with people at events around Tampa Bay. When the topic of work comes up and they mention Pinstripe Marketing, they frequently get that response. Years ago, after hearing dozens of those exclamations, our former creative director joked, “Geez, we should have buttons!” A project manager agreed and they decided to arm themselves with a response of their own at the next event. It caught on. Although silly, people would actually wear the buttons, causing others to say “I know Ginger; where’s my button?” or “Who is Ginger? I want a button.”

building reputation through volunteering

I am what many would consider “a habitual joiner.” Perhaps suffering from a severe case of FOMO, I wanted to be involved in everything – professional associations, business organizations, non-profit boards – wherever I could surround myself with people (typical ENFP) and give back to my industry and community. By being involved and serving on boards, I had the opportunity to illustrate my work ethic, organization, communication and marketing skills, and (hopefully) that I was friendly and easy to work with.

Through the relationships I’ve built volunteering, I have met some of my very best friends, business colleagues, and, most importantly for my business, clients. In fact, I can directly trace a significant portion of the agency’s annual revenue to connections made from my volunteer work.

Just recently, we landed a new client in a fast-growing segment of the GPS technology industry. When I asked the vice president of operations how they initially heard about us, he said, “I sent a query out to my circle of trusted associates and your name came back twice.” Similarly, when meeting with a local law firm that week, I asked the same question. The marketing director said, “I asked a group of legal administrators and you were recommended seven times!”

While most professional services firms attribute more than 70% of their business to referrals, I know our involvement in the community is responsible for even more. How do I know? Because we have rarely proactively pursued a client.

However, now is the time to leverage that reputation and implement a business development campaign to strategically target new clients. We’re looking forward to growing the business and building relationships with new clients who will ultimately make new referrals.

I understand that we’re all busy, and over the last several years, I have become more selective about where I spend my time. It’s important to identify what organizations will provide what you’re seeking – more knowledge, more connections, or more passion for a cause. Getting involved and serving in trade associations or volunteer organizations is an excellent way to build a network, particularly for introverts who may cringe at the thought of attending a big networking event or non-profit fundraiser. The idea of “working a room” is unappealing to most, but getting to know a small group of like-minded individuals working toward a common mission creates bonds that last.

I wrote this article because we have been planning for 2017 and analyzing many aspects of our business. This year especially, my involvement in the community has really paid off. So whether you are making resolutions or just looking to approach business development from a different perspective, hopefully this is a good reminder. We always recommend to our clients to stay heavily involved in trade associations and the community – for many reasons. Best of luck capturing more of an audience for your business in the new year!

Oh, and let me know if you want a button. 🙂

 

Below are some resources for getting involved and building your own reputation.

Find a Trade Association

Networking for Introverts

Fundamentals of Serving on a Board

 

The Importance of Measuring Client Satisfaction

Tampa Bay marketing firmAre your clients happy with you? You might answer, “Business is good. In fact, it’s never been better!” If that—or something similar was your response—frankly, you haven’t answered the question. You see, customer satisfaction is just one among several factors that motivate buying behavior. There’s also price (a big one!), convenience and brand familiarity. One of those may be the reason for your success. So why is customer satisfaction still a big deal if you have another of these important business-drivers as your ace-in-the-hole? Here’s the thing. Customer satisfaction affects loyalty, so when a competitor matches your best general attribute (and one will, eventually), happy customers stay with you. That’s why you should be measuring client satisfaction.

To gather information that will allow you to evaluate customer satisfaction, conduct a survey or some form of live interview … or maybe both. Take a look at the following questions for your survey subjects:

  • How would you rate the quality of our products/services?
  • Do you feel our products/services fit your lifestyle in terms of ease-of-use and convenience?
  • Are you satisfied with the range of products/services that we offer?
  • Do you feel that our products/services are a good value for their cost?
  • How well do we meet your expectations in terms delivery or provision of our products/services?
  • How satisfied are you with the level of courtesy you receive from our staff?
  • How would you rate the availability of our staff?
  • Are you satisfied with the knowledge levels of our staff?
  • Would you describe our staff as friendly and responsive?
  • If you have ever had a problem or question in regard to a purchase, how would you rate our ability to resolve your issue?
  • What would you say is the public perception of our company?
  • When business with us is concluded, how do you usually rate the experience?
  • Would you recommend us to a close friend or family member?

Please note, the questions above should serve as information reference points for your research. Simply rephrase them to match your own survey format. The questionnaire design should allow easy comparison across all respondents (apples to apples), and you will want to distinguish differences in intensity such as “very satisfied” to “not at all satisfied” for easier quantification. Survey templates are readily available on the Internet (i.e. Survey Monkey, Qualtrics) and many of these are free, so explore your options.

There are a number of ways to conduct your survey including regular mail, email and website, phone or in person. Regardless of which best fits your circumstances, it’s most important for your survey to be randomly drawn from the same population pool—presumably current and/or former customers. As much as possible, avoid letting respondents self-select themselves. (This is one reason that phone surveys and face-to-face interviews may result in more accurate results than mail or online surveys).

Naturally, you’ll review the survey results looking for potential trouble areas. If your “report card” is good to very good across the entire of range of questions with little variance, that’s great! Doubtlessly, you can still find something to improve—even if your customers haven’t noticed—but be proud of yourself. And if you have mostly good customer ratings, with only one or two trouble areas, at least you now know what to work on—immediately!

But—just theoretically speaking—what if your ratings are uniformly abysmal? Where do you start? The best approach is to choose the easiest thing to remedy first and go from there. That way, customers who stick with you can see improvement quickly as you set about making things better for them.

One thing you should always do with a customer satisfaction survey, is let everyone know the results. You don’t have to get into details (especially if the results, were really, really bad), but make it plain that you value the feedback you received, note that areas for improvement that will be getting your immediate attention (and possibly the specific steps you’ll be taking) and promise to continue to maintain high standards in the other areas (a little humble-bragging never hurts anyone). And if (theoretically) you got a massive FAIL on your report card, let your customers know how hard you’ll be working to regain their trust. It’s been done before, very successfully, so don’t panic and get to work.

Customer surveys, just like any other, need to be carried our consistently over time in order to measure progress toward your customer satisfaction goals. Because, ultimately, happy clients are your best defense against determined competition.

Some of the information in this article was culled from Customer Satisfaction Surveys & Research: How to Measure CSAT.

Other links to check out:

12 Steps to Creating an Effective Customer Survey

How to Develop and Effective Customer Satisfaction Survey

How to Write a Customer Survey

Page 1 of 212