And so to 2012…

My first prediction is that the news won’t really change.  If you want to avoid the doom and gloom, I’d recommend not watching it / listening to it at all.  It will only serve to depress you.

The perception in the British market is that money is still tight, but for many people, they’re better off than they were before the recession.  They’re often not spending their money, in many instances because the media keeps telling them times are tough.  So savings are increasing… and people’s money is earning them nothing in the bank.

Consequently, people are looking for better returns and there are some very interesting things happening in the investment market with people finding and using alternatives to banks.

As a result, the property investment market is buoyant.  Investors are spotting opportunities and buying property across the country; the only limit being their access to finance (as for everyone else).  One developer we work with has just sold 3 properties in 4 weeks… not bad considering some people think the property market is stagnant.  He did have some great marketing advice though!

The luxury market also seems to be holding steady and holiday bookings in January appear to have maintained their usual peak for this time of year.

Baby boomers are driving the wellness trend and most analysts expect that to continue for the next decade; making this a great market to be in.

We were out in Lancaster city centre on Saturday night and the city was filled with people eating and drinking.  We struggled to get tables in the restaurant and also the local bar… but they’re both great at what they do.  So I suspect the businesses offering great value and good quality will be busy.  And those offering the same as others will be quieter.

So my top tips for 2012?

1. Differentiate yourself.  If you offer the same as everyone else, you’ll melt into the background.
2. Customer service is king.  Never before has service been more important – you must remember that any customer is paying you a huge compliment if they choose you.  So look after them.
3. Make the most of mobile technologies.  Smartphones have really come of age in 2011 and 2012 and they are changing the way people search for and buy things… you need to take advantage.
4. Keep in touch.  It isn’t the customer’s job to remember to do business with you.
5. Remember that people are spending money.  Stop watching the news and feeling negative and instead get out there and meet your customers.  Your attitude will be the measure of your success.
6. Once you’ve got some momentum, do everything you can to keep it.
7. Contain your costs.  Check every bill that comes into your business – just last night I found I’d been spending £5 pcm on roaming for my mobile phone – something I added over a year ago and never removed!  It’s only £60, but that’s an extra hours work I’ve had to do to pay for it.  If I could reduce every bill by the same amount, my life would be much less complicated.

Have fun and may 2012 bring you health, wealth and happiness in abundance x

A = Attitude

This is a great way to stand out from the crowd.  People want to do business with positive, successful people, so your personal branding needs to reflect that.  If you have a strong belief and just get on and do things, rather than making excuses, then that is a powerful part of your marketing.

A = Aptitude

To learn that you don’t know everything could be argued is the main benefit of education.  The more I learn, the more I realise I don’t know – which makes me want to learn more.  If you’re keen to learn, improve, receive feedback from your customers (internal and external) then that is a large part of your marketing mix.  Especially in these days of globalisation and shifting customer power.

A = Attachment

Do you care??  It’s been shown that 67% of customers leave because of ‘perceived indifference’ and it wouldn’t surprise me if that figure was true for staff as well.  If people don’t think you care, they leave.  If you’re attached to your business, you care what your staff think, you care about giving the best service to your customers and you give back to your local community.  It’s not about the money.  It’s about pride. And that’s a crucial part of marketing; now more than ever.

A = Action

By far the most significant of the 4 A’s is this final one – do you take action, as a person or a company?  Did you watch the recession arrive and bury your head in the sand and hope it wouldn’t affect you, or did you know it was coming, prepare and meet it head-on and take action to ensure your company thrived?  Did you continue to invest in your education and that of your staff, or did you cut all costs and simply focus on surviving?

Those who take action and adapt to the changing marketplace are those who generally succeed.  And you owe it to your family, your staff and yourself to ensure that you succeed.  So please take the 4 A’s and stand out from the crowd, so you can leave the great legacy you have the potential to leave.

Very best of luck x

The shop is a lingerie shop called Turnbulls in Carlisle (http://www.turnbullslingerie.co.uk/index.php?dept=1).  I’ve shopped in other lingerie shops; many more local to my home, but I keep going back up the M6 to Turnbulls – and more importantly, I look forward to my visits.  So what makes them so special?

• They offer a great product – The best customer service in the world cannot mask a shoddy product, so your product has to be right to begin with.
• The staff remember me – I was greeted on Friday by a lady called Alison who has worked there for at least the ten years I’ve been a customer.
• They smile – every single member of staff is always wearing a smile, which makes it a very welcoming place to be.
• You receive personal service – the lingerie you buy is personally fitted, so it matches your shape.  (For any confused men reading this, two bras are rarely the same fitting – even in the same size.)
• You have a conversation – personal service allows conversation.  From a sales point of view, that opens many opportunities and from a customer point of view, it shows you think they’re the most important person in the world – at that moment.  And that’s important.
• There is no pushy up-sell – but you are up-sold.  The matching items are all available – should you want to purchase them.
• They invest in staff training.  The new lady I saw on Friday had been working in the shop for four months and was still undergoing training in fittings and service.  As a professional marketer, that’s a great thing to see.

The great thing about all of these seven points is that they cost nothing to implement.  They’re some of the first things we put into place when we work with a new customer, because they can alter your net profits with no investment at all.

What makes me giggle is that I first went to Turnbulls for my wedding lingerie.  I was terrified and you can’t simply walk in and buy a bra off the shelf.  Since then, I’ve been back many times and I never walk out with the product I went in for – but I always walk out a happy customer.  The key is, they know what I want better than I do…they’re the experts.

How times have changed. And for me, they’ve changed for the better.  Customers now have an endless source of information about products they might like to buy.  They can review them on forums and ask their friends about which they’d recommend.  They can ‘Google’ the brand and test how socially aware a company is.  And, ultimately, they have the power to decide who they buy from.

Convenience is king – and the internet has brought that in spades.  It’s changed the way our high streets look and created a whole new raft of brands unheard of 10 years ago.  Most companies now have a large number of competitors; some online and some offline and, unless you’re doing something unusual, it’s very difficult to stand out from the crowd.

Generalist services and companies have given way to niche products and services.  Customers like to know you understand their particular wants and needs and can offer them better customer service.  The plus side is that they’ll then share you with their friends online – provided you make it easy for them to do so.

Kevin Roberts, worldwide CEO of Saatchi & Saatchi said in a recent interview “We’ve moved from an attention economy – where marketing was about interrupting people – to a participation economy, where people want to pass on things they like to a friend”.

What exciting times we live in…We hope you’re taking advantage of those changes in your business.

• Are you missing any telephone calls?  Perhaps when you’re in meetings, or on another line, or away from your desk?
• If so – do you have an answering machine?
• Do you divert your calls to a mobile?
• Do you have two (or more) lines, if you receive a lot of calls?

If people can’t get hold of you, that usually stops them buying – even if you’re an online business.

You have to make it easy for people to buy – otherwise, they’ll go somewhere else.  To help your customers, do you:

1. Make it clear exactly what you do?
2. Have your phone number visible on all your marketing materials (including your website)?
3. Answer the phone in a timely and professional manner (ideally with a pre-written script)?
4. Have an efficient message-taking service (i.e. not your 3-year old)
5. Have a sales system that makes it easy to sign up – and pay?
6. Use contracts, to protect you and your customers?
7. Offer a guarantee, to shift the risk from your customer back to your business?
8. Follow-up customers and prospects in a timely manner?
9. Call customers to ask if they’d like to go ahead / renew / buy from you again?
10. Give great customer service and keep in touch?

Let me give you an example I experienced yesterday that sums all of these things up:

About two weeks ago, we received a letter about the renewal of our motorcycle insurance policy.  I knew I had to deal with it, but hadn’t got around to it.  Yesterday, we received a call from Yamaha Insurance Services asking us about the renewal and following up the letter.  They ran through the quotation with me and managed to save me a little more money on the premium.  (This meant I decided not to shop around and instead decided to renew with them.)  When I didn’t have my debit card handy, they waived the credit card fee, to ensure I’d renew that day.  Very smart marketing – and they made it so easy, it was brilliant.  They saved me time, effort and the documents arrived by email the very same day.  Very simple and very brilliant. Excellent customer service – well done Yamaha.

Could you replicate that model in your business?  Most of us could – but we don’t.  We think we’re too busy doing other things – but sales are the lifeblood of your business.  This is where you absolutely should be spending your time.  It’s the very first thing we look at when working with a marketing consultancy client – there is no point chasing new customers and new leads if you aren’t looking after those you already have!

Opportunities are out there for companies offering high quality products and services, but they might be slightly harder to reach – and you might have to be patient.  Donald Trump warns of the dangers of losing momentum, so what can you do to keep busy and ensure the income keeps flowing?

Our top ten sales & marketing tips are:

1. Spend your time on income-generating activities – sales / marketing / chasing bad debts etc. are all examples of jobs that bring in money.
2. Boost your sales and marketing activity. Now is the time to invest – especially if you’re still busy.  Autumn and winter will be upon us soon, so ensure you have sales and marketing programmed into your schedule, every day.
3. Put a system in place to chase bad debts.  Sending statements and calling people may mean you’re paid before others.  If it gets beyond that, we know a solicitor who’ll send a letter of claim for just £5 – this can be a very cost-effective way of ensuring you recover any outstanding debts.
4. Get busy.  If you’re quiet – but you’re still working 9-5, you need to work a bit harder.  Get out of your office and speak to people. Visit networking events and meet new contacts.  You can visit many of them for free – and you’ll be surprised who you may meet – and how willing people are to help.
5. Call old and nearly customers.  People who haven’t bought for a while can be a valuable source of sales.  How long is it since you spoke to your old customers?
6. Beware cutting your prices – this doesn’t usually work and just serves to cut your profits.  This means you have to sell many more products to just stand still and you probably won’t be able to increase your prices again for years.  It also devalues your whole industry, so do this only as a last resort.  (If you want to learn ways to maintain your prices, come along to one of our free marketing seminars.)
7. Offer good customer service.  This is often overlooked, but it’s incredibly important to your customers.  How could you add a ‘wow’ factor to your service and give people a reason to buy from you again?
8. Ensure you have an answerphone – with a great message.  You can’t afford to be missing any calls, at any time.  You’d be surprised how many businesses we speak to who want more customers but never answer their telephone.
9. Get back to people quickly.  If someone calls, makes and enquiry, requests a quote… you need to respond faster than your competitors.  If people want something, they generally want it yesterday, so keep on top of your paperwork.
10. Say thank you.  If someone gives you a piece of business, or recommends you, or does a great job for you, say ‘thank you’.  They’re two very tiny words, but they’re probably the most powerful two words in the English language.

Good Luck.  Work Hard.  And shout if you need any specific advice to generate more customers for your company.

This year presents another major opportunity; thanks in no small part to the volcano and British Airways.  The exchange rate is still poor for people travelling abroad – and we’re having amazing weather here.  What’s more; many people who holidayed in the UK last year realised what a beautiful country we live in, and decided they’d like to see more.

The concern is that these trends tend to be cyclical – so how can you make the most of this year to ensure your business continues to thrive through the winter and into 2011?  Our top tips are:

• Capture your customers’ data.  Ask how people heard about you and how you can contact them.
• Keep in touch – give people special offers and incentives to come back to your venue
• Make the most of the internet – many people book accommodation and vacations online these days – if they can’t do that for your venue, they may go somewhere else
• Maximise the sales with customers when they are here.  Offer people extra nights’ stays, desserts and top-ups of their drink.  An extra £2-3 on each sale will add up at the year end.
• Look after your customers.  We’re not always great at customer service in the UK but it makes a huge difference to your profits.

If you work in hospitality and want to know more, we’re speaking at a seminar on Wednesday (7th July) with Cumbria Tourism.  The event takes place from 10am-1pm or 2pm-5pm at Kendal College and costs just £10 for Cumbria Tourism members and £15 for non-members.  To book, call 01539 825048 or visit www.cumbriatourism.org/profits10

It was our tenth wedding anniversary last night, so my husband and I went out for a meal and then watched the romantic movie ‘Iron Man 2′ at our local cinema.  The up-sells went as follows…

• When we booked our tickets, we were asked if we wanted to upgrade to VIP seating.  This cost just £1 extra per person and meant we sat in a leather chair in the centre of the cinema.  Of course, we said ‘yes’.
• We also purchased a large Coke and some Minstrels – which we don’t often do, but that was a further £6
• With our tickets, we were handed a voucher to return to the cinema and receive money-off in the next two weeks – likely to be the Shrek movie!
• The cinema also had an agreement with the restaurant next door – which happens to be our favourite restaurant, so we received an unexpected 20% off the food bill (meaning we spent more, of course).
• The restaurant offered us desserts and more drinks once we’d finished eating; something not all restaurants do but it’s great customer service and it sells more product.

These are simple tips and techniques that any business could use – and they are incredibly effective.  On average 30% of people will say ‘yes’ to an up-sell.  So if you aren’t asking, you could be missing a huge chunk of profits.

I must share with you an example of a down-sell from last night too… we went into a local pub for a whisky and were looking at the selection of single malts.  When we asked if they had any more to choose from, we were offered ‘house’ whisky, which was only £2.50 for a double – not quite what we were looking for!

For example:

• Do you keep people waiting? If people call you, email you, recommend you… how quickly do you get back to them?  Are you very responsive, or are you slow to return calls and quotations?  (These are income-generating activities and people may be ready to buy now – nothing other than existing customers is more important)
• Could you communicate with your customers more effectively? There is nothing customers like more than to know what’s going on – particularly if you can’t deliver what you promised.  Just look at British Airways’ recent example in the volcanic ash eruption, where they turned bad press regarding the strikes into good press about their service levels and the way they looked after their customers in a crisis.
• Do you make it easy to contact you? Is your telephone number on every page of your website?  Is your email address on your business cards?  If people want to call you, can they do so?
• Talk to People. When customers do call, do they speak to a machine or a human being?  Is there an option on the machine to speak to an operator?  If we have an issue, we usually want to chat it through with someone – is that something you make simple (or would you rather they didn’t call)?
• Do you ask for complaints? These are far and away your best chance to create a loyal customer – people want to know how you’ll react when something goes wrong.  A complaints handling system and staff empowered to deal with such issues can be worth their weight in gold.  No-one expects you to be perfect all the time – but they do expect you to admit when you’re wrong.
• If customers are happy, do you ask them to write you a testimonial or recommend you to friends and family? If you ask, they just might.
• Do you say ‘Thank You’? If people do recommend you, how often do you call them up and say ‘ thanks’ or send them a gift?  If you thank them, they might just do it again!

I could write tips on customer service for weeks – and still not cover everything, but hopefully these will give you a starting point.  If you have any to add, please post a comment and share your experiences.

We experienced a great example of this over the Easter weekend, when we returned to Islay (a beautiful island off the west coast of Scotland).  Both my sister and I have new puppies and they weren’t allowed in the cottage we stayed in, so we kenneled them at the Gearach on the island – a place we had used last year.

Eleanor and Mark, who run the Forest Lodge and kennels, are animal-mad and we knew the pups would be in good hands for their first stay away from their new ‘pack’.  More importantly, Eleanor understood that we would be concerned about how they were doing and, as a result, she called us each day with an update and told us not to worry and to have a great time.

That was a level of service that wasn’t necessary.  It wasn’t ‘included’ in the price.  It was an added-service that really made a difference to my sister and I.  And it was one we truly appreciated.  As a result, I’m now blogging to the world about how wonderful the Gearach is – and that’s powerful marketing.

When you live on a fairly remote island, you have to make the most of every single customer.  It’s something all the businesses we encountered on Islay have learnt to do – and we’ll share more examples over the coming weeks – but it’s a lesson all business owners should take on board.

Can you imagine your customers blogging about how amazing your customer service is?  If not, what do you need to change???