Tag Archives: entrepreneur

Marketing with Customer Satisfaction in Mind

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Hello, this is Laura Lee Rose – author of the business and time management books TimePeace: Making peace with time – the The Book of Answers:  105 Career Critical Situations – and I am a  business and efficiency coach that specializes in time management, project management and work-life balance strategies.

 

Today’s question comes from a busy professional:

When does marketing meet customer service?

If your marketing and customer service strategies do not meet somewhere, your customers will fall through the gap. Having an understanding of how these two departments come together for the customer experience is critical to delighting your customer throughout their relationship with your company. After all, the customer will look at these functions as coming from the company as a whole, and as independent departments.

With marketing’s job being the first contact with a customer and customer service happening much further down the customer life cycle, these two departments seemingly have no overlapping strategy. But, we know this is simply not true based on research which indicates that the customer expectations set by marketing in the beginning have a significant impact on customer service’s ability to please a customer later on.

 

Thank you so much for your well-thought out question.  Although the answer may be slightly different depending upon the specific market or industry, a good market plan normally starts with two pieces:

  • Marketing with the client in mind
  • Marketing with the product/service in mind

 

Marketing with the client in mind

The market plan begins with the target customer in mind.

  • Define your product/service/company’s differential or niche.
  • Define your target market or specific customer that needs or wants your product and service.
  • Imagine what will attract your target customer base and then create effective campaigns that will attract that customer base.

So – in essence, the entire market campaign is centered on attracting that perfect client.

Marketing with the product or service in mind

You also need to keep your product or service in mind while marketing.   You very well cannot market an automobile when you are selling a cat.  At the same time, some marketing campaigns over sell the product to get that signature on that dotted line.

This is the situation that sets the improper customer expectations. This is the situations that will impact your over customer satisfaction ratings and increase your customer service calls.

Money is in the balance

Customer and Company satisfaction occurs when customer and marketing expectations match.

  • The company makes money when the purchase price of the product outweighs the cost of making the product.
  • The company makes money when the client returns and refers other customers.
  • The client returns (and refers) when their expectations of value have been met or exceeded.

If marketing consistently over-promises to make a “sell”, they run the risk of eventually:

  • Overrunning the budget of time, materials, and resources to complete the task (costing the company more money than they would receive for the project)
  • Missing over-promised deadlines and product features to the client (costing the company the client’s return visits and referrals)

Even if the sales and marketing teams do succeed in this client contract, it’s unlikely that the client will return.

Ensuring Balance

To ensure balance, the marketing sales account manager work together with their production or creating services teams, from the start.

  • Both teams review the client contract or Statement of Work (which the production team is expected to fulfill).
  • Both teams are required to approve and sign-off on the features and delivery commitments.
  • The account manager then meets with the client to explain any changes to the feature list or delivery schedule.
  • The production team can also be available to answer any technical questions regarding the changes.

Once the contract or SOW is signed by the client, the product team can get started on the product or service.

It is also important to note that the account manager owns that customer relationship.  Therefore, once the product or service is completed, the account manager meets with the client to deliver the product, review the changes, explain its usage, review the original contract to illustrate all commitments have been met and get a feel for the client’s satisfaction.

the Main Event isn’t the Sell

Keeping both the company and client expectations in mind – upfront – can lead you to a successful conclusion.  A sell isn’t the main event.  The company is in the business of making money.  Therefore, you must always consider the cost of making that sell.

I know your situation is different.  If you would like additional information on this topic, please contact LauraRose@RoseCoaching.info

I am a business coach and this is what I do professionally.  It’s easy to sign up for a complementary one-on-one coaching call, just use this link https://www.timetrade.com/book/WFSFQ

 

With enough notice, it would be my honor to guest-speak at no cost to your group organization.

Should I focus on just one niche customer group initially?

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Hello, this is Laura Lee Rose – author of TimePeace: Making peace with time – and I am a business and efficiency coach that specializes in time management, project management and work-life balance strategies. I help busy professionals and entrepreneurs create effective systems so that they can comfortably delegate to others, be more profitable and have time to enjoy life even if they don’t have time to learn new technology or train their staff.  I have a knack for taking big ideas and converting them into smart, sound, and actionable ideas.

 

At the end of the day, I transform the way you run your business into a business you love to run.

Today’s comment came from a busy entrepreneur:

Should I focus on just one niche customer group initially?

I have been trying to get feedback from my ideal target audience but I am finding the group hard to reach. There is another target audience that could benefit from my service. I am not as passionate about that group but I think they may be easier to get feedback as I build out my business. Should I focus on both or only one?

 

I recommend that you focus on one target audience. But I also want to caution on your method of reaching those people. If your method of reaching “people” is ineffective or flawed – then it doesn’t matter how many target audience you go after. Maybe it’s not that the group is hard to reach. Maybe it’s the way you are going about it. If the ladder is true – then you will have the same difficulties with the second group.
My recommendation would be to study up on the most effective methods to reach your target market. Find other business owners that are successfully marketing to that same target – and find out how they are doing it. Start partnering with complimentary business that shares the same target audience. Business network with those who are already successful in marketing to your target audience. Learn from those that have achieved what you want to achieve.

Periodically re-evaluate your target niche

Be watchful on who is attracted to your products and services. There may be other groups interested in your products or services. For example, Chris owned a Curves Club for women.   She wanted to have her club hours during the day (9am-1:30pm and 3:30pm-7:00pm). This makes it difficult for younger, working women use her club. She didn’t want to extend the hour, so she mostly marketed it toward retired women.

But if Chris takes a second look at her niche, she could expand it to include:

  • Mothers with school-age children
  • Women who owned their own business
  • Women who worked from home

Conclusion:

Keep the end in mind that your products and services will evolve. Therefore, your target clients will also evolve and change. Review your product funnel strategy to see if different product levels will attract different clients.

 

For more information or help on this topic, please contact LauraRose@RoseCoaching.info

 

Or sign up for a complementary one-on-one coaching call, just use this link https://www.timetrade.com/book/WFSFQ

 

How do I co-exist with other vendors?

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Hello, this is Laura Lee Rose – author of TimePeace: Making peace with time – and I am a business and efficiency coach that specializes in time management, project management and work-life balance strategies. Steve Wynkoop and I talk a lot about designing and managing our professional careers on a weekly interview on SSWUG TV.

At the end of the day, I transform the way you run your business into a business you love to run.

Today’s comment came from a busy entrepreneur:

How do I co-exist with other vendors?

Food-VendorsScenario; You are pitching to a potential customer about your service offerings, and potential customer says that he is already working with a vendor in the same space. How do I stay in the mind of this potential customer and remain an option?

 

Firstly, I would avoid saying anything negative about the other vendor. If you know something about the other vendor – take this opportunity to highlight some of the things that vendor does really well. Then talk about the differences between you and the other vendor. Highlight your differentials without saying anything negative about the other vendor. Sometimes you can create a special niche while you are talking to these potential customers.
For example: “Yes. I know that vendor. They are very professional and have great prices in larger, big package orders. What differentiates my services is that I focus on custom orders and sizes. Every client has an individual technical support person (a real person). Your assigned support person has the authority to solve your issue. They don’t need to wait for approval. So, whenever you need a more individualized service, please keep me in mind.”

 

Start networking with those same vendors

Stop regarding these vendors as competitors. Start networking and offering your help and services to them in a sub-contractor possibility. Find a way to collaborate by advertizing your niche or differentials to them. For instance, offer the vendor your services for customization to help them provide a fuller package to their clients.

How to you work with a vendor

 

Once you are in a working relationship with your “now collaborative” vendor, make sure you have a clear “understanding of work” between the companies. Some things you need to include:

  • Explicit description of the work and time line
  • Pricing or hourly rates – and how/when the payment will be made
  • Acceptance criteria (make sure you agree upon what “done” really means)
  • Consequences of note meeting the delivery timeline or quality requirements
  • Agreement of who is the project manager (decision maker) on the project.

Conclusion:

Clearly understanding the project, who is in charge, what the time lines are, and pricing/charges often greases the wheels to a smooth project.

 

For more information or help on this topic, please contact LauraRose@RoseCoaching.info

 

Or sign up for a complementary one-on-one coaching call, just use this link https://www.timetrade.com/book/WFSFQ

Tips for working with Contractors, Consultants and Remote Workers

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Today’s question came from a busy professional regarding working with contractors.

What are your best tips for collaborating with team members who are available only on a part-time basis or who work remotely? Please share concrete tactics instead of tools.

One of the best tips is to explicitly state your expectations with any contractor, consultant and remote workers. This can be in the form of a contract, an understanding of service, and even your employee Personal Business Commitment (PBC) in which your performance is evaluated against.

Simple Transparency

Understanding how your contractor or consultant works best will alleviate lots of problems and miscommunications.

Examples

  1. You have hired Kelley as a part-time contractor. You are frustrated with Kelley because he hasn’t responded to any of your Monday emails. Unbeknownst to you, Kelley has scheduled his hours on Tuesday and Thursday for your company; and Monday, Wednesday and Friday with his other contract.   If you had taken the time to understand which hours/days Kelley was devoting to your company, you would have avoided this problem.
  2.  On Mondays/Wednesdays/Fridays, Kelley works from a different computer and with different email addresses. Kelley’s preferred method of communication is via mobile-text. This way he can easily communicate with you, even if he is on the other job. If you had known this upfront, you could have easily mobile-text Kelley that you just sent him some information via email.

 

Quick Checklist

These are some of the things you need to discuss with your contractor, consultant or remote employees:

  • Hours they are working
  • How much work (and what type of work) will be completed in those time periods (i.e. their project schedule)
  • How best to reach them in an urgent situation; in a normal situation; or just for status
  • What staff/status meetings they will be attending
  • How they are going to report their status
  • What is going to be included in their status report
  • What their delivery deadlines and quality requirements upon delivery
  • How quickly do you expect them to respond to your requests
  • What happens when they do not meet these expectations

The bottom line is to outline everything that you feel is important to you, and understand (up front) how your team is going to accomplish those items.  Get it in writing AND include the consequences of not meeting the agreement.

For example – if they do not meet the agreed upon schedule:

  • Do you intend to dock their pay?
  • Do they complete the assignment without additional pay?
  • Are they placed on a PIP  (Performance Improvement Plan or probation period)?

I know your situation is different. Why don’t we schedule an appointment, where I get to know more about your unique situation? And then I will be happy to make recommendations on what your best steps are moving forward. To schedule an appointment, book it HERE.

Should I have specific segmented brands or one brand that does all at different price levels?

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Today’s question came from a busy entrepreneur about his marketing plan.

Should I have specific segmented brands or one brand that does all at different price levels?

All markets have different performance and cost needs. Should we have multiple product brands – i.e. low cost/low performance and mid/high or have one brand that can stretch across multiple performance levels and price according to options? It makes sense to economize the product manufacturing chain but, what is everyone’s experience when consolidating a full portfolio into a single brand lineup?

Your Brand should solve a specific problem for a specific niche or class of people. If you have multiple visions/missions you should have separate branding and marketing strategies. For example: Sarah has her Health Coach business and she also sells her own brand of peanut butter.   Sarah should have separate branding and marketing strategies for those very different product and businesses.

 

product funnel2Product Funnel Strategy

Within each separate brand – you should have a product funnel strategy that leads your target client up your product/service pricing structure. Normally people start off with free samples – to allow the target client to get to know you (like a first date). In Sarah’s example, she may offer a complimentary discovery health sessions, newsletters, articles, short audios/video for her coaching; and free samples of your peanut butter for her other brand.

 

Then you create some low, mid, high end offers for each separate brand. In Sarah’s example, she can create group workshops, subscriptions based programs, one-on-one coaching programs, and then high-end product bundles with personal trainers, personal chef, image consultant, and a high-end shopping spree when your health goals are met.
If you only want to sell your coaching and peanut butter to High-Profile, Affluent clients (that’s your target client) — then you advertize, market and visit only the places where the High-Profile, Affluent people are. Your price points are selected to match the budgets of your target niche/clients.

 

Do you have an umbrella Brand that covers all your products?

You will have an Umbrella Company that owns the Health Coach and Peanut Butter business. But the branding will be different. For instance, Kraft owns Kool-Aid, Velveeta, Miracle Whip and Maxwell House. But each of these products have their separate branding, target market and product Funnels.

 

I know your situation is different. Why don’t we schedule an appointment, where I get to know more about your unique situation? And then I will be happy to make recommendations on what your best steps are moving forward. To schedule an appointment, book it HERE.

 

 

How can I get clients for my business?

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Hello, this is Laura Lee Rose.  I am a speaker and author. I am an expert in time and project management.

I help busy professionals and entrepreneurs create effective systems so that they can comfortably delegate to others, be more profitable and have time to enjoy life even if they don’t have time to learn new technology or train their staff.  I have a knack for turning big ideas into on time and profitable projects.

At the end of the day, I transform the way you run your business into a business you love to run.

This question came from a busy entrepreneur:

I am building my health coach business and trying to get clients. I am using social media outlets, emailing other holistic businesses to connect with, and offering workshops to local natural grocers. Getting individual clients is something I really want right now to bring in income and I’m having trouble. Any suggestions?

Defining your target clients:

“Health coach business” is pretty broad. My recommendation is to narrow your niche. You need to be able to clearly identify your target client. For instance;

  • What are the demographics of your target client?
  • What specific problems do they face and want to overcome (be as specific as possible)?
  • Where do they normally live and shop?
  • What kinds of foods do they normally eat?
  • What are their hobbies?
  • What kind of lifestyle do they current have?
  • What kind of lifestyle do they want to have?
  • What income do they make or want to make?

Once you have clearly described your target client – go to places where your target clients are.

For example: if your target client is affluent women, above the age of 40, interested in health – then check out the country clubs to see if you can give talks and workshops there.  Narrowing your target market or creating a niche will actually help you attract more clients and better market yourself.

Next Steps:

Once you have a clear picture of your target client and niche, then market to your Power Team. Your Power Team is small businesses that share your same target market and provide complimentary services.

For example: Small businesses that wish to locate ‘affluent women above the age of 40, who are interested in health’ would include:

  • Gyms, Personal Trainers, Aerobics Instructors
  • Personal Shoppers and Image Consultants
  • Health Spas/Day Spas
  • Beauty Supply consultants
  • Hair Stylist

My recommendation would be to find and collaborate with an affiliated partner in your Power Team group. Create package deals which include services from one or more of your affiliated partners.

Example:

Total Mind and Body Makeover Introductory Package Includes:

  • 3 months Health Coaching (weekly one-on-one coaching)
  • 3 months of Gym Membership
  • 2 celebratory Spa Days (you can take both days yourself, or go once with a friend)
  • 1 Image Makeover with an image consultant, personal shopper and make-up expert

This introductory package offer would go out to your affiliated partner’s contacts, be on their websites, and be equally promoted by them. The promotional package price will be appropriately divided by the participants.

Another sample package could include the “free” offers that the affiliated partners already provide.   For example:

  • 1 Health Coach one-on-one session
  • 7 days membership at the gym
  • 1 free 30 minute massage
  • 1 session to match clothing color to skin tone, and body type.

The idea is to package what the affiliated partners already freely provide, into a more attractive starter package. Providing a more end-to-end solution or 360° program can differentiate your programs from competitors.

Where do you go from here?

Once you have the right programs in place, co-market with your affiliated partners. Create catalyst events that encourage the clients from each business to mingle and visit each shop.   Offer to host a party for the Image Consultant and Make-up Artist at your establishment. Have them invite their clients into your shop for a free Make-Over.

I know your situation is different. Why don’t we schedule an appointment, where I get to know more about your unique situation? And then I will be happy to make recommendations on what your best steps are moving forward. To schedule an appointment, book it HERE.

With enough notice, it would be my honor to guest-speak at no cost to your group organization.

I have a presentation on “3 Keys to saying YES to everything but on your own terms”. To sign up for the complimentary course, go to www.lauraleerose.com/Say-Yes

 

So you just got a promotion and think you can relax

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So you just got a promotion!  That’s awesome and it’s well deserved. You’ve done awesome work at a exceptional performance level – to get you here.  Congratulations.
Now – here is what’s going to happen next.I know this because I was upper management in a High Tech Industry.

The management circle often uses this opportunity (that “she just received a promotion”) to automatically give the talented employee an Average or Below Expectation Performance Evaluation – for the next review cycle.  Their rationalization is that “She is in a new role with more responsibility – Of course it’s going to take her time to learn the ropes on this new position.  She can’t expect to be exceeding expectation at this level the first time out. She can’t expect to be delivering at the same level as the folks that have been executing at this level for longer.”

Realize – the management team normally has a quota of how many Excellent, Above Expectation, Average and Below Expectation rating to give their various teams.  They rate, rank and sort everyone (across all departments) of the same band, and level.  Then they count off how many Excellent, Above Expectation, Average and Below Expectation ratings from this pooled list to meet their quotas.
Realize that you are not being judged on your work alone – but you are being judged against all the other employees (across all departments) that are at your new, promoted level; against people that have been executing at this level longer that you have; against people that know and have been working with the upper management level longer than you.

Realize that with this new level, you have a different level of business networking responsibilities.  You have a different set of people you have to impress and cultivate. You have a set of different people that you are going to be compared against that already have this head-start in knowing and working with the right people.  They already have the inside track to “professional loyalty”.  Because upper management already know these people and have been working with them at this specific level – they tend to give them a higher ranking that someone that’s new to the band.
Because you are somewhat below on the ranking list – when they draw their quota lines for Average and Below Average grades – you normally fit in that range.
This gives upper management an easy opportunity to use one of their tough Below Expectations or Average ratings – without feeling “bad” about it.  “After all – how can she expect a good review at this new level? She’s using the first year to get her feet wet and learning the ropes.”
I know this because I was upper management in a High Tech Industry.

Now is the time to show them that “This may be true of other people just being promoted – but IT AIN’T SO for ME”.

It’s great that you received this promotion – but this is not the time to relax on your past accomplishments. You should understand the politics behind getting a promotion. And – at the mid-year mark” – you still have time to turn this rationale around.

If you are interested in assuring that this does not happen to you – ask me about  some Summer Career Booster tips specifically for your unique situation.

It’s easy to setup an appointment directly into my calendar with THIS LINK

Navigating Office Politics

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Hello, this is Laura Lee Rose.  I am a speaker and author. I am an expert in time and project management.

I help busy professionals and entrepreneurs create effective systems so that they can comfortably delegate to others, be more profitable and have time to enjoy life even if they don’t have time to learn new technology or train their staff.  .  I have a knack for turning big ideas into on time and profitable projects.

At the end of the day, I give people peace of mind.
Today’s question came from a busy professional interested in freeing some time and space to advance in his career.

How women can navigate office politics while staying professional,

Looking for career experts to offer advice on how women can navigate office politics while staying professional, staying focused on their career goals, etc.

Regardless of whether you are male or female, the most effective way to get ahead in an office environment is to do the following:

1)    Avoid gossip, rumors and negative judgments. Stay professional at all times.

2)    Stay in control of your emotions. Stay calm and don’t take anything personally. If you feel yourself becoming emotional, excuse yourself and regain your composure and confidence. (I have some great tips on how to regain your composure without leaving the room as well).

3)    Consistently quantify your results and performance toward the company goals, mission and visions.

4)    Publicize your results in metrics of $$:  increased revenue or decreased costs; increased customer satisfaction or reduce time to market.

5)    Think like the owner and treat the company like your company, regardless of your job title.  Take the initiative beyond your defined title, role and responsibilities.  Be responsible for creating leads, sales, promotions and illustrating that your company is the thought leader in their field.  Companies are in the business to make money.

6)    Compliment, acknowledge and publically recognize other team member’s contributions to your successes.

7)    Become an effective business networker, team lead and team builder toward the company’s bottom line.  Recognize that you can accomplish more with a complementary team or entourage around you.  If your manager is the only one that knows your value, you are doing a disservice to yourself.

In general, when you continue to focus on the larger corporate picture, you will be able to stay unattached to temporary situations and avoid many of the in-fighting and politics.   Start solving the higher-level, Big Picture, COMMON GOALS instead of the silos and individual project concerns.  Focus on the company WIN versus individual wins.

 If you are interested in a more detail program on these things, we have offer several intensive workshops from the 6 Critical Training Areas. (Technical Mastery, Exceptional Performance, Business Networking That Makes the Difference, True Leadership – the transformation from Worker Bee to Queen Bee, Communication that Matters, The Difference between playing with time and controlling it).

I know your situation is different. Why don’t we schedule an appointment, where I get to know more about your unique situation? And then I will be happy to make recommendations on what your best steps are moving forward. To schedule an appointment, book it HERE.

With enough notice, it would be my honor to guest-speak at no cost to your group organization.

I have a monthly presentation on “how to say YES to everything but on your own terms”. To sign up for the complimentary course, go to www.lauraleerose.com/Say-Yes

How introverts can break into a manager role

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How introverts can break into a manager role even though they aren’t the most aggressive/outspoken?
The best way to become a good manager (regardless of being an introvert or extravert) is to focus on service:  service to your employees.  Introverts and extraverts have one think in common.  They spend too much time thinking about themselves.  An introvert is fearful of what people are thinking about them.  The extravert wants people to be thinking about them.  In both cases, it’s all about “them”.

Whether you are an introvert or extravert – the recommendation is the same:

1) Illustrate that your focus is not on yourself, but for the benefit of the employee, client and company.

2) Error on service to others; what you can do for your department, your team, your executive level and your clients

3) Quantify your performance in regards to client satisfaction, increased revenue, reduced time to market and employee retention.

Spend more time on learning about others.  Focus on doing the right thing instead of doing things right.

GET out of your own head, and get into theirs.

Getting out of your own heads helps with your introvert tendencies; getting into theirs helps with your management skills.
For morel tips on how to breakdown the strengths introverts usually possess that make them successful leaders and tips on helping them navigate office politics and professional opportunities that will lead to managerial promotions; why not setup an introductory success coaching session.  This way I can learn more about your unique situation and give you customized next step recommendations.

To setup an appointment, go to https://www.timetrade.com/book/WFSFQ

 

 

How introverts can become managers

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how introverts can break into a manager role even though they aren’t the most aggressive/outspoken?
The best way to become a good manager (regardless of being an introvert or extravert) is to focus on service:  service to your employees.  Introverts and extraverts have one think in common.  They spend too much time thinking about themselves.  An introvert is fearful of what people are thinking about them.  The extravert wants people to be thinking about them.  In both cases, it’s all about “them”.

Whether you are an introvert or extravert – the recommendation is the same:

1) Illustrate that your focus is not on yourself, but for the benefit of the employee, client and company.

2) Error on service to others; what you can do for your department, your team, your executive level and your clients

3) Quantify your performance in regards to client satisfaction, increased revenue, reduced time to market and employee retention.

Spend more time on learning about others.  Focus on doing the right thing instead of doing things right.

GET out of your own head, and get into theirs.

Getting out of your own heads helps with your introvert tendencies; getting into theirs helps with your management skills.
For more tips on how to breakdown the strengths introverts usually possess that make them successful leaders and tips on helping them navigate office politics and professional opportunities that will lead to managerial promotions; why not setup an introductory success coaching session.  This way I can learn more about your unique situation and give you customized next step recommendations.

To setup an appointment, go to https://www.timetrade.com/book/WFSFQ