December 22, 2011

3 Colossal Time Wasters

7 Things Putterers Do to be Great Leaders
Business Sales: 4 Clues to Intimacy
If I’m Cross, Everyone’s Cross

Here are a few things that are counter productive in building value in an organization.

1. New Customer Acquisition programs - giving huge incentives to potential new customers to leave their current supplier and move over to you. First, if she moves over to you for your Offer, what makes you think she won’t abandon you for a better Offer? Second, do you really think that your existing customers won’t find out you are dangling an attractive carrot to others and not them? Give your loyal Fans your best deal. Period. Investing in potential loyalty is a waste. Invest in the people who are paying your bills!

2. Mass Marketing Programs - mass markets imply that everyone in the market is “similar”. Products and services are designed for the “average” customer. “Common” messages are created for the market and blasted out hoping they will stick. What a waste. Treat your customers as individuals with special wants and desires. Talk to them on their terms. Listen to what EACH of them wants and respond in a thoughtful and caring way. Use each of them as the tool to spread your word. Mass Markets don’t exist.

3. Outsourcing Call Centers - treating a Call Center as a “cost to be controlled” and shopping the function around to the lowest cost supplier. Applying Force Management to each customer call. Focusing on minimizing the length of every call. “Get ‘em on; Get ‘em off”. What a waste of such a precious asset. Your people talking to your customers is THE most critical activity going on for you. Loyalty-building chance that should not be squandered away. Build your business by creating value through turned on employees. Encourage your Fans to call you. Relish the conversation. Deliver Happiness.

Cheers,
Roy


Join me on Twitter

Strategy Creation | Leadership | Small Business | Permalink
Posted 12.22.11 at 05:00 am by Roy Osing | Read Comments (0) | Leave a Comment