Danielle MacInnis – Marketing Blog for Small Businesses

I am only half way through one of the best books I have come across in some time. It is called I love you more than my dog by Jeanne Bliss.  Jeanne discussed five key decisions that drive customer loyalty and I would even say brand love and these decisions I think are easier to make when you are a small business so why not take the advantage to leverage them.

Here they are:

1. Decide to Believe: Beloved companies trust their employees and their customers. An example that I love that Jeanne explains in her book is the Grameen Bank which loans money to impoverished people in Bangladesh so that they could buy materials to make bamboo furniture  back in 1974. The village people repaid every cent as it was their honour at stake. In 2008  the bank  has over 7.8 million borrowers, with a repayment rate of 99%. This belief in people has changed their lives. Jeanne makes the point that beloved companies understand that most people want to do the right thing. “I believe you, I trust you”, goes along way for your customers and your employees.

2. Decide with Clarity of Purpose: Companies who have a compelling clear promise to their customer are rewarded with loyalty and love from their customers. Nudie juice makes no secret of their multicultural juice and in-fact they use it as a point of differentiation in their brand personality and customers love them because of their honesty and sense of humour.

Decide to be Real: What you see is what you get. This transparency, this openness, and authenticity is a rare trait. It is not easy and it takes guts, but fake it and customers can see it, feel it and smell it. Companies that are real talk to their customers, really listen and take action.  They make genuine offers and earn their customers trust. As Jeanne states, “they blend their personalities with their business decisions.” A manager that models real behaviour  gives you the okay to be “real”. There is no better feeling than to say, “you are okay as you are, just be you” and customers are staying with this to businesses they trust because they are authentic. This behaviour is embedded in your values and your behaviours. If you heard one of your employees talking about your customers would you be proud of their conversation or cringe? Restaurants are incorporating open kitchens as a way to show their customers that there is nothing to hide.

Decide to be There: Beloved companies are “there” by giving their customers what they want. They listen, they want to serve. To do things the way their customer wants, to rethink things, to make the experience the best it can be, makes companies loved. These companies don’t go the extra mile because they can, they do it because they want to. They live their company through the eyes of their customers and organically grow to delight them. They celebrate a culture that looks to go the extra mile for customers and rewards employees for embracing this philosophy visibly. Threadless is a great example of a company that started as a community of artists and graphic designers designing t-shirts online. Customers have embraced the concept and taken it a step further to be involved in the design process. Threadless.com customers having a say in what got sold has expanded the business to over 700,000 members.

Decide to Say Sorry: being able to eat your words and be humble about it is something that customers appreciate. Everyone has to say sorry at some point but it is how companies take responsibility for actions that really tells customers about their brand. Companies that are accountable and do everything possible to earn back their customers, sets them apart and makes us love them even more in some cases. Again being sincere, taking responsibility and trying to make things better is the way great companies have an ongoing relationship with their customers and employees. Sometimes companies come undone and shown their true colours when everything goes wrong for the customer and instead of been given the opportunity to say sorry and make amends, lose the customer and their friends for life.

My takeaway tips for small businesses.

1. Decision to believe –  How much do we know about our customers, how do we interact? How do we encourage our employees to share their insights? Do we select our employees based on their values or skill-sets?

2. Decision Clarity of Purpose -What is our unique experience and brand promise and do we need to check-in and refresh it? What is our vibe, what steers our decisions? What do we want our customers to remember about us after we say goodbye?

3. Decision to be Real – Do we walk in our customers and employee shoes? Would our customers want to know us after reading our emails, letters, invoices? What is our tone? Behind the scenes, how do our people talk about our customers? Do customers want to talk to us? Does everyone have permission to do what it takes, to find the right solution for each situation?

4.Decision to be There - Do your customers ask, where else could I have got this? Let;s look at this from the customer’s point of view. Do we earn the right to their business? Do they have a seat at our table? Is our experience memorable? Do we collaborate as a team and jump a fence to serve the customer?

5. Decision to say Sorry - Do we take accountability for our mistakes and take care of our customers for life? Do we fess up? Do we have it in our DNA to say sorry and mean it? Does our culture stick when things are tough? Are we proactive and put in place a recovery plan to “wow” our customers again? Do we learn, adjust and grow from our mistakes?

I agree with Jeanne in that the choice is yours. How you run your business and the decisions you make every day tell your story to your customers and employees. Be active, deliberate and take the lead. Do the customer audit from Jeanne site and see how you stack up!

This discussion has been going for some time on LinkedIn but I think it would be valuable for every small business owner.

Here it is:

What Are You Doing As A Business Owner To Get New Customers?

Eric Dean 951.972.8011

More than ever you as a business owner have to be able, and ready to move with today’s market. The potential customer is turning to the Internet today more then ever. They have a computer at home, at work, even our cars and cell phones that provide a quick and accurate list of businesses.

What is a business profile you ask? This is your businesses digital business card online. Almost every business has one. It has your business name, address, phone number and a link to your website if you have one. It also opens up to a business profile page. This has all the info listed above and more. It tells a customer what you do and the areas you service. They call this a customer connection page.

As for websites, many of today’s small and medium businesses do not have websites. Or the old adage is that “I have a website I am on the Internet” doesn’t mean you are found in local search. No Sir/Ma’am, we have to think outside the box or the belief of what we had been told in the past about the Internet. Today’s search engines take a whole new approach to getting found. Remember when we had to name our business “AAAA Plumbing” to get put at the top or the first page of the phone books. Well let me tell what the search engines look for. It is best to have the type of service you provide in the name of your business. i.e. Plumber- Joe’s Plumbing, HVAC – Joe’s Heating and Air Conditioning. Get the idea? Next, if you have a website does website match you name. i.e. Joe’s Plumbing – www.joesplumbing.com

If your business is on the front page of Google you have a good chance of getting contacted by the potential customers who are looking for the services or products you provide. I can tell you this if your business name and number are not there on the front page the likelihood of you getting a call are slim to none. You may say well I am on the front page or have been on the front page before and I didn’t get any calls. My question to you is: How long ago was it that you were on the front page? What Category were you listed under? What “key phrases” or “key words” were you found for? And what cities were you found in? Typically most businesses are ranked in the city in which they are located in. This is good however. You and I both know we travel long distances, sometimes 50 miles radius or more to get a job. There may be 10, 15 or 20 different cities in that radius. You need a good company to take care of your listing while you take care of answering the phone and servicing your new customers.

Let’s face it, your customers, I mean your potential customers are looking elsewhere today. The old idea of mailers, fliers on cars and homeowners front doors and those expensive full or half page ads in the yellow pages are gone for good. I don’t even own a phone book any more and when we were visiting the grandparents, my father asked my youngest son if he knew where the yellow pages was he looked at him like he was speaking a foreign language or thought it was some sort of coloring book. Then I said son where would you find a pizza place near grandpa’s house he immediately bolted for the computer and Googled “Pizza” immediately a page came up and in the local map section there a list of pizza places. It showed where they were located in relation to Grandpa’s house. It gave him the name and phone number. He showed Grandpa and they called the pizza place together to order dinner.

So what are you doing to get those potential customers today who are out there looking for the services you provide? Do you want them to call your competition?

• 50 comments

Danielle MacInnis • Chris Anderson has a great book called, Free the future of a radical price. I think a great way to get customers is to give them a taste. Start the relationship. Be proactive. Do something useful, unexpected, boy why not be downright generous. I am happy to give away my content, tools and experience. I know I am building a long term relationship with my prospective clients, supporters and collaborators. I live with the mindset of abundance.

Eric Dean 951.972.8011 • Well thank you Danielle. I will be sure to look up and read what he has to say. I hope you will take the time to look over my website and blogs. If you would like to help your clients get their businesses found on the front pages of all the major search engines in each and every city they service then by all means I would be more then happy to speak to you. Please feel free to contact me directly.

John Lee • I send real greeting cards (not ecards) and gift to my clients to show them appreciation. They love it. Then they think of me when their friends are talking about something I can help them with. Appreciation is the key!

I don’t drive to the store to buy cards. I do it all on line and the company prints it and mails it for me. It’s great!

Judy Misbin • I also set up a user profile on http://www.zeringo.com It allows me to easily organize and send eletters, online invites, post advertisements, set up a public profile that is SEO friendly and provide me a great area for real-time communication and collaboration.

Mila Rudneva • Some business owners give away some services for FREE. For example, I just found “Win a FREE Professional Logo and Stationary Design for Your Business” by MologokoStudios.
You can find it here http://www.mologokostudios.com/aboutus/design-special-offers-and-prices.php .

I think it is a great idea to get exposed!

Eric Dean 951.972.8011 • Mila, free stuff is a good idea though many people see it as a gimmick and most of what is given away is some cheap item. I have found that good old fashion American value is the way to go. The key today is to make sure your business is found where clients look most. Lets face it the prime real estate is the front pages of Google and the other search engines. Soon enough businesses will be paying someone to put them on page two and you know and I know most customers don’t go past page 1. I have programs that work both ways, one a subscription based ranking program and a performance based pay per call program. It’s your choice. I hope this helps. Have a great day.

Jim Shanman • Eric, are you advocating that the ONLY way to get new customers is by improving your SEO ratings? You ask a question at the beginning of the article and then restate it at the end, without ever really answering it, so I’m a little confused.

I’ve participated in a number of conversations like this – both online and off – and it always seems to boil down to the same process: Develop a multi-level marketing strategy and stick with it. Yes, online marketing is a key component to any marketing mix, but interestingly, while I agree the phone book is a dead medium, direct mail is proving to be surprisingly effective. Why? 2 reasons: 1 – there is less of it, meaning you have a better chance of standing out and 2 – People are so overwhelmed by online marketing techniques, they are increasingly tuning it out and prefer to actual hold something in their hand. For example, when we look to order a pizza at home (and quality is secondary to price), we sort through our door hanger coupons looking for a good deal.

Further, while impressive search engine ranking is key to many businesses, it is hardly the best solution for many others. To single it out as the salvation of sales seems to be a bit naive to me.

Eric Dean 951.972.8011 • I am not saying that Internet Marketing is the only way by any means. In fact, diversity is the key. I think mailers, hangers, flyers, radio, tv and numerous other avenues are all still great ways to get your business name in front of the masses. I am just stating that today more then ever people use the internet on their phones, computers, GPS devices, and TV’s to find what their looking for. I use my phone three to four times a week to find stores, shops and for services that I need or require. I am open to all forms and believe they all have relevance in todays market. Have a great day.

Warren Boschin • I have found that Yellow Pgs., direct mail, hand outs, and local ads just don’t work.

Lately I have felt that I must do more on the internet and by email.
In the main I have done lots of networking at Chamber mixers, expos..and
business groups to make connections with other businesses that might need my
help. Also being a public speaker teaching other business folks how to network
to get business has helped. It’s that person to person contact that does it.
People need to get a sense of the real you to feel trust and understanding for
your company.

Warren

Jim Shanman • There is a lot of truth to that. People like to do business with people they know. But again, it’s having a good mix in your plan that works. Speaking in public, ads and handouts all help familiarize you with your audience, but may not lead directly to a sale. And then when they search for you – and easily find you – that’s a big plus (Eric’s key point). Finally when you do meet them in person at a networking event, they feel they already know you. It’s not so much a sales pitch as an affirmation as to who you are.

Dan: I really think the answer is in having a ongoing marketing and sales strategy. Together these elements form the basis of your lead generation machine. Some really interesting comments!

I have just finished listening to Tribal Leadership on audible. I wish I had it 12 months ago. My philosophy ( and I am still fine tuning it every day) has been born from  creating great relationships with everyone I meet. I really try to listen and learn as much as I can. As a consultant I have a great need to do the same. I have been reading hungrily over the past few years and have been really motivated by Keith Ferazzi, Stephen Covey, Patrick  Linceoni, Chip Conley and now I can add Dave Logan, John King, Halee Fischer-Wright.

What I really loved about this book was how it centred on values being at the core of creating a great culture. I have found this to be true and it is where I choose to focus a lot of time with my clients. I really like the question: ” What are you proud of?” as way to help draw out the values and link them to actions.

Like this book I have spent many sessions with one company refining the values. The stepping stone they need to make is to involve their people and embody them. This is a challenge to a company that has held information tightly at the top. What a great experience when this happens. The ideas, the teamwork and the excitement as the company rallies around what is truly important to them.

Using these values to build a value proposition is also key to the strategy of the business. Let me just say, it takes a special person to see the intangible benefits of putting in this groundwork but having books like Tribal Leadership out there certainly help the cause tremendously.

Thanks Guys!

Grill’d is doing a lot of things right as a new hamburger franchise. However, what I truly love about them is they have taken the time to know who they are and put it out there for everyone to see. Some might call it good branding but I call it authenticity. It is knowing what you stand for and why.  It is all about your story and your values and it can create the most compelling value proposition when it is authentic. It is hard to replicate and can gain loyal followers fast. So many small businesses start the business with a vague idea but start with your story, the values you find important and build the business from the inside out and it will feel right, not just to you, but to everyone else as well.

Grill’d have a simple promise. They promise to deliver a great tasting meal that’s a, good for you. Simple, compelling and timely. Using their “Made with Love” tagline their burgers use the highest quality freshest ingredients and are cooked-to-order using super lean patties that are full of flavor. Their chips are thick cut and cooked in cholesterol free oil and sprinkled with a herb mix. Well customers are feeling the difference and voting with their feet. With glowing reviews from the Herald Sun “pray for one in your neighbourhood” to The Australian ” the best hamburgers in Australia or the World”.

It is not just the big dogs but many, many personal reviews as message gets out about this great new burger place.

What I really liked was the way the staff are. Happy and themselves. It showed in the food served. It also showed in the ad in the window for new staff members. It read something like this:

We are always keen to hear from energetic, friendly, customer focused & rockin’ people that may be potential Team Members or Team Leaders. A sense of humour is a ‘plus’, along with a scrupulous work ethic, resolute disdain of ‘slackers’, possibly ‘unhealthy’ love for all things related to burgers, and a good soul. No inter-office politics are indulged here – we have too much to accomplish.

It is really nice how the Grill’d experience carries through to the culture they are trying to create. They aren’t just all talk, they are living the experience person to person. And you know what, that formula is a definite recipe for success.

So it looks like founder Simon Crowe has got the foundations right and the nice thing is he continues to look for new ways to invest back into his people and the customers that support him.

So as my husband and son joined me in eating one of the best hamburgers ever, I sat in the lovely sun outside and read a note that was attached to my  Simon Says chicken burger. It was a recycled card tied around my burger with a rubber band and it read in hand written type face:

My friend, Magnesium is your energy friend and grill’d burgers are jam packed with magnesium to keep you going throughout the day!

Wow now I felt even better for having eaten the burger. I am with Lachie, big thumbs up!

Lesson for small business owners: Get your story right! Get your value proposition clear and focus not just on the what but the how of your business. People want to buy into the emotional stuff, the story more now than ever. Give us a reason to choose you. Sure the offer needs to be compelling but the soft stuff that no-one can replicate and even if they tried we still pick the original Nudie, red balloon, Lorna Jane, Ipod or Freshbooks brand because it is authentic and we want to be loyal to the brands we love. Do you want to build a brand that people will rave about? I sure do. Thanks Simon, nice one !

Technology Tip: Look into Lynda.com for some great training videos on any software you need to brush up on!

The first questions businesses often face when creating their vision or strategic direction is, ” What are we going to sell and with which business model? ” Perhaps more important questions according to Tom Peter’s latest book, ‘The Little BIG Things’ are ”Who do we intend to be? Why are we here? What’s the point?”

Customers and employees have so much choice, there are so many “me too’s” and customers choosing to work for and buy from companies that are remarkable and they really like. Thus, the questions around the company’s values, vision and value proposition have never been more in the spotlight than right now.

When you look at these questions they are really at the core of your business identity and  your brand. They go beyond dollar and cents or product and services and speak more to customer needs and employee satisfaction. Who do we intend to be? This forces you to think about your behaviour. Evaluate how you play, what role you fulfil? How are you thought of ? Why are we here? It is more about what are the reasons beyond financial. What sort of environment do you want to create in the workplace?  What is the customer experience like? What is the point? It is about the legacy you are likely to leave.  Are you memorable?

When I am creating a vision with CEOs I am often surprised at how meaningless they’ve become because they have lost sight of the key reason that the company exists. What customer problems are they are trying to solve? What gives their work meaning? Companies that have asked these key questions often have a brand and a culture that is remarkable, defendable and authentic. Customers and employees want companies to care. People identify with companies that stand for something valuable to them.

As a CEO, a clear, deep, and profound understanding of who you are and what you stand for, and what you want to be known for is critical. So much of the personality of a company is dictated by the CEO values and behaviours. Look at Virgin and Richard Branson, Apple and Steve Jobs, or Microsoft and Bill Gates. So like it or not, you are a brand as a CEO. It is just whether that brand is well-known or not and whether it resonates with the product and service and culture you are trying to deliver.

It is not enough to be known for what you do — you must be known for what you do differently! What are your values? What do you love? What do you hate? What are you insanely great at doing? What are you most proud of? What do you want to be? What is important and valuable to you? What do you want to be known for?

I contend that as a CEO, these are questions that you need to answer first and these are the hardest to answer. Once you have the answers, it is all about keeping that promise and living out that story of who you intend to be consistently in your brand promise, in your vision statement,  in your value proposition and in the way you do business.

Being consistent, authentic and clear provides employees and customers a level of confidence and trust that they can depend on. The disconnect between saying what you think you are and not behaving that way, is the fastest way to damage your reputation.

So key roles for the CEO are as follows:

1. A critical step is to define values that make the brand remarkable is to define everything you do and don’t do under the name of your brand. Tom Peters suggests thoughtfulness as a key value today because it is so underplayed. Who do you intend to be in the marketplace?

2. Have a clearly defined brand mission, vision, and values. Authenticity plays a pivotal role, as does getting your staff involved in the process. After all, it is how you and they embody these ideals that will enable your brand to be authentic, consistent and remarkable. It is critical that staff understand the question: Why are we here? The answer should be something they can believe in and be proud of.

3. Brand building happens at every touch-point with the consumer and employee. That doesn’t only mean the product packaging or how our stores look. It goes far beyond that. It includes the support that we provide to our channel partners, how we met their needs, the personal service for our athletes, and the interaction of our service staff in every single moment with the customer.

4. Create the culture, mindset and motivation of every single employee and that they can make a difference and contribute. Happy employees equals happy customers. For employees it  includes our staff newsletter, work function, lunchroom,  bathrooms, whether the CEO is approachable, how they make contributions and if they are heard!

6. Be ambitious. You have to want to create something really special. More than anything else you need to realise your leadership shapes the culture, environment, people, strategy and your offering in the marketplace. People want to work for and buy from people they really like and aspire to be.

5. Let the world know how you are different and what contribution you are going to make and you will be on the right track! Be proud, act proud and shout loudly.