Duct Tape Marketing

You ordered a glass of wine and two bottles of water. The bill came to US $40 Are you shocked? Horrified?

I recently came across a receipt from my trip to Italy last year and, rather than cringe in pain when seeing that receipt again, I smiled at the instant memory of the experience which it generated. It was one of the few nice days we had and I was sitting with my uncle and mother at an outside table in the center of Piazza Navona (Navona Square) in Rome watching local artists selling their works and people milling about.

The key to creating a Client Communication Plan - a simple system for building a relationship with your prospects -- is to:

1. Write it down

2. Build in consistency and

3. Execute

Step 1: Make a list of ALL the things you enjoy doing in communicating with your prospects and clients. Your list could easily include:

• writing emails and articles
• writing blog postings
• writing tweets on Twitter or updates on Facebook
• sending cards or postcards via snail mail
• posting videos on YouTube
• picking up the phone and calling them

Step 2: Whatever it is you enjoy doing, make a list like the above, grab your calendar and determine WHEN you can *consistently* do the items on your list (or wheedle the list down if you need to).

Your goal is to strike a great balance between consistency and variety -- after all, not everyone is watching videos on YouTube or monitoring tweets on Twitter.

Step 3: Execute (a.k.a. "Implement") and continue executing. This is not a one-shot deal, you need to consistently implement your plan in order to see results.

And remember, whatever communication methods you choose, provide your prospects and clients with more information than promotion. This is the key to building a strong relationship.

My Request to You

Following the steps above, create your very own Client Communication Plan and make a decision to commit to it - consistency is KEY! After all, if you're not going to be consistent in your own marketing, how can your clients trust you to be consistent in partnering with them?

For the past 5 years, Sandra Martini has been showing self-employed business owners how to get more clients consistently by implementing processes and systems to put their marketing on autopilot. Visit Sandra at http://www.SandraMartini.com for details, compelling client testimonials and her free audio series “5 Simple and Easy Steps to Put Your Marketing on Autopilot”.

You often see people (including me) writing about customer service, successful vendor practices and the like, very rarely, however, do you see someone ask you to review your own actions and determine if you are a good client for someone else. And that's what today's article is about -- if you dare.

It's easy to review someone else's actions and praise or note where they could improve, it's much more difficult to shine that light on our ourselves.

When you sign up for a program, hire a private coach or mentor or hire a team to support you, do you:

1. Are you prepared for your calls?

Do you come prepared to calls with any questions you have, items you want to request special guidance on, successes you wish to share with the group, etc.?

It's more rewarding for you AND your coach/mentor when you get what you want from the program and because we can't cover all situations all the time, it's even better when you ask. When working with team members, they WANT to shine for you, do you give them the tools to do that (answers they need, training on your processes)?

2. Do you show up. . .and on time?

Do you show up for your calls and, if so, do you show up on time?

Your vendor (coach, mentor, team member, etc.) has prepared and reserved this time just for you to the exclusion of other things she can be doing.

You'll get the best results if you're as respectful of their time as they are of yours (and if they're not, it's time to let them go -- no "ifs, ands or buts").

3. Are you reasonable?

Do you constantly and with little-to-no-notice reschedule calls for non-emergency reasons?  The key word here is "constantly" -- we all have reasons we need to reschedule occasionally.

Do you respect boundaries and the terms of your agreement or do you "push the envelope" every chance you get?

4. Do you implement?

Do you use the resources you signed up, and paid, for or do you tell yourself (and others) that you're "too busy"?

If a coaching/mentoring program, do you take advantage of everything that's offered: Q&A calls, 1-on-1 calls, bonus resources OR do you sign up, get the CDs and put them on the shelf with the others, all the while wondering why you're not moving forward in your business?

In short, are you implementing? If you've hired a team (or a single virtual assistant) so that you can work on other items, are you doing that? If you've hired a coach/mentor, are you getting things done?

5. Do you pay on time?

Do you pay according to the terms of your agreement? 

If not, why not?  Do you need to bring in more revenue?  Do you need to implement faster?  Is the team not a fit and you just don't know how to let her go?  Whatever the reason, you need to determine the "why" and then resolve it in whatever way is best for your business. 

In short, all of the above stem from you making the decision -- yes, actually making a firm decision or commitment -- to FULLY embrace all aspects of the programs you're in, the people you hire and to implement.

My Request to You

Grab a pen and paper (no computer here!):

1.   Turn the paper sideways (landscape) and make 4 columns lengthwise,

2.   List every program or service you've purchased in the last few months in the first column,

3.   List the results you anticipated when you signed up for or hired it/her in the second column,

4.   List the features/benefits of the program/service in the third column and

5.   List what results you've gotten since signing up/hiring

Now, for each item on the list ask yourself the 5 questions from today's article -- be completely honest here!  No one's watching (promise!).

And now, it's time for you to make some decisions.  What stays?  What goes?  What changes do YOU need to make regarding your own action.

For the past 5 years, Sandra Martini has been showing self-employed business owners how to get more clients consistently by implementing processes and systems to put their marketing on autopilot. Visit Sandra at http://www.SandraMartini.com for details, compelling client testimonials and her free audio series “5 Simple and Easy Steps to Put Your Marketing on Autopilot”.

When was the last time a client called your cell phone after hours or sent you an email at 8pm and expected an answer by 9pm or didn't pay you per your agreement? Or a vendor or coach took a week to answer an email?

If this is happening, it's time to either set, or reaffirm, your boundaries.

What are boundaries?

Personally, I like to think of "boundaries" as "the standards around which I manage my business". For example:

* What are the hours you're *at* work and take phone calls?

* What are the terms under which you accept payment, and won't work otherwise?

* What happens when clients make an appointment and then don't show? Do you let them reschedule?

* What is an acceptable way for others to speak/write to you? If they're frustrated, are you willing to be their punching bag? (Your answer better be NO! here.)

You get the idea.

Boundaries aren't negative. They are an extension of you and communicate to your clients how you're willing to do business with them.

That said, on the flip side, as a client, you should have boundaries or standards as well. For example:

* What is an acceptable timeframe for your questions to be answered?

* Do you prefer email, telephone or both as the situation dictates?

*What is an acceptable way for others to speak/write to you? If they're frustrated, are you willing to be their punching bag? (Your answer better be NO! here - and "yes", this is a repeat of the above.)

If you're a client hiring someone, you'll want to know both your and their boundaries before you start doing business together.

After all, if, as the client, your standard is such that all questions must be answered within 48 hours and your coach/vendor doesn't answer emails on Fridays or Mondays, the relationship may not be a good fit for you.

As the coach/vendor, it's your responsibility to tell your clients what they can expect, before they become clients, so they can make a decision which will save you both time and frustration down the line.

It's important that you have a set of boundaries or standards which you adhere to in working with others - doing so makes it easy to decide if you want to work with someone (either as client or coach/vendor). After all, they either meet your standards and *get* your boundaries, or they don't.

Setting boundaries and standards which are true to you make you authentic. And holding true to those boundaries and standards makes you a person, a business, of integrity.

My Request to You

As a coach/vendor: Ensure your client agreements accurately describe your turnaround times, any days you don't work, payment terms, etc. so your clients can make informed decisions on working with you.

As a client: Ensure that the boundaries of your coaches and vendors are in sync with your wants and needs in order to get the most of each relationship.

In the end, it's about respect for one another and the way we do business.

For the past 5 years, Sandra Martini has been showing self-employed business owners how to get more clients consistently by implementing processes and systems to put their marketing on autopilot. Visit Sandra at http://www.SandraMartini.com for details, compelling client testimonials and her free audio series “5 Simple and Easy Steps to Put Your Marketing on Autopilot”.

You ordered a glass of wine and two bottles of water. The bill came to US $40 Are you shocked? Horrified?

I recently came across a receipt from my trip to Italy last year and, rather than cringe in pain when seeing that receipt again, I smiled at the instant memory of the experience which it generated. It was one of the few nice days we had and I was sitting with my uncle and mother at an outside table in the center of Piazza Navona (Navona Square) in Rome watching local artists selling their works and people milling about.

Why did I smile rather than cringe? It was the "experience". I was immediately brought back to the people, the chatting, the smells, the feel of the warm sun on a winter's day, the sound of the Fountain of Four Rivers -- all of it, generated off a receipt for wine and bottled water.

Now I want you to stop and think for a moment. What type of *experience* do you/your business leave your clients with?

Are they happy they did business with you? Are they frustrated? Did you answer the phone with a smile? Are your emails friendly or clipped?

In this age of technology-driven companies and recorded receptionists, are you providing your clients with a personal touch? It's the personal touch, the feeling that they are special to you and your business that will bring them back again and again.

With the Internet, clients (and customers) today are extremely fickle. They can quickly and easily "Google" another company that provides similar goods and services. You need to create an iron cage around your clients -- and you do that by creating loyalty. You should be the *only* virtual assistant or consultant or pizza company that they think of when needing your services.

You create loyalty by consistenly providing your clients with a positive experience.

Let's go over that one more time: "You create loyalty by CONSISTENTLY providing your clients with a POSITIVE EXPERIENCE."

Now before you dismiss all of this and say "I can't do this, my business is different!", let's discuss some ways you can create loyalty through positive experiences.

1. Care about your client.

My husband and I went on a Celebrity cruise to Alaska with another couple a few years ago. It was the most amazing trip of my life. If you ask my hubby about the trip, he immediately focuses on two things: the glaciers (a little hard to beat those) and our waiter, Sanchez. Sanchez was, by far, the best waiter we have EVER had. He remembered all of our names, our likes, our dislikes, our quirky requests, everything -- and this was after one dinner.

We felt truly cared about. And how he added to our experience was reflected in the end-of-cruise tip he received -- five times the recommended amount. :-)

Similarly, there was a local used car dealership which prided itself on caring about its customers. They even offered free, no-appointment-needed oil changes for as long as you owned your car and free loaners whenever your car needed repairs.

One of their salesmen lived up the street from me and whenever I needed work done, he would swing by in the morning and drop off a loaner and bring my car back that night -- fixed and ready to go (including a wash and vacuuming). He didn't get paid any extra and he wasn't even "my" salesman. He, and everyone else at that dealership, prided themselves on the total customer experience.

The result -- my husband and I told everyone we know how great they were and, within the course of 2 years, 16 people we referred there purchased vehicles. Not including my parents who originally referred us and bought two there themselves. Then they changed ownership and service was never the same -- the company quickly went out of business. Care about your clients and they will care about you.

2. Personalize your approach.

I have a client who is very relaxed in nature. She loves to laugh and joke and have a good time. I have another who is very formal and serious. I enjoy working with both of these clients and personalize how I work with them so they remain in their comfort zone while working with me.

I also do A LOT of reading and clip out and send things of interest to each of my clients as I come across them. It's not always about business, as a result of working together, I've learned their personal interests and send them things related to what they care about.

3. Keep in touch.

In addition to my ezine and regular coaching sessions, I "touch" my clients, past clients and prospective clients, at least six times each year. Each "touch" gives them something positive -- whether it be holiday wishes, a discount on a new product or a gift -- and reminds them that I am here if they need me.

4. Thank them.

As simple as this sounds, many businesses forget to thank their clients for doing business with them. Your clients have a choice -- they CAN go elsewhere. Thank them for doing business with you. Thank them personally, thank them in writing, thank them with discount coupons. . .just THANK THEM!

5. Be generous.

If you have a client who is currently going through some tough times, do something to let them know that you care and will stick by them during this time. Whether you extend your invoice terms, offer them a discounted rate or otherwise "help" them during their time of need, they will remember it. It's human nature to want to do something good for someone when they have done something good for us -- let them "do something good for you" by being a loyal customer.

These are just a few ways that you can give your clients a positive experience when dealing with you and your business. Have staff? If so, you'll want to ingrain this in every one of them -- from the receptionist to the shipping clerk.

What can you do today to insure a positive client experience?

For the past 5 years, Sandra Martini has been showing self-employed business owners how to get more clients consistently by implementing processes and systems to put their marketing on autopilot. Visit Sandra at http://www.SandraMartini.com for details, compelling client testimonials and her free audio series “5 Simple and Easy Steps to Put Your Marketing on Autopilot”.