Posts

Are You Fishing for Customers in the Wrong Hole?

“If you want to catch a trout, don’t fish in a herring barrel.” – Ann Landers

George said he’s been fishing at times when he would have been happy to catch any fish at all. He’s even had times when his friend a few feet away was catching all kinds of fish.

So he found out what his friend was using – what bait or lure – and changed his, but he still didn’t catch any fish. He concluded he was fishing in the wrong hole.
 


Fishing for business
Sometimes we experience the same thing when we’re fishing for business. We’re putting our line out but we don’t get any bites.

It may be that the customers aren’t where we’re fishing – they’re in another hole!

For example, maybe your customers are primarily shopping for your product or service online and you’re only marketing offline or vice versa.

People don’t use the internet for that

George remembers having a debate with one of his business managers. This happened to be a plumbing business. They were discussing how to allocate advertising dollars between various media. George thought they needed a bigger online presence. His manager insisted that customers wouldn’t go online if they had a plumbing emergency.

After surveying calls that came in, the manager reported back to George that an overwhelming majority of the people who had called with a plumbing emergency during that time period had found them via the internet.

Sometimes we think we know where our customers are, but our perceptions are clouded by our own biases. Fortunately, there’s a way to find out for sure.

Today’s bigg action item – survey your customers.

Find out how they learn about new things. The odds are your future customers are probably a lot like your current customers.

How one car dealer did it

One example of this is a car dealer. He had the employee who pulled the customer’s car into the service bay record what radio station was playing. He analyzed this information to determine which radio stations to use.

Is there some way in your business to naturally find out what media your customers use? If there is, develop a system to track the information so you know in which hole to cast your line.

Work with your direct mail supplier

Here’s another example from George’s service businesses. His mailing service was able to take his customer lists and ping the national databases to see where their existing customers fit in. Then they had a good profile of the people to target with future advertising – target people who are similar to your existing customers.

Survey them directly

You may just have a survey form that your customers fill out. Offer them some incentive to take the time to complete your survey. It may be a product or service you offer that’s relatively inexpensive …

… or cut a deal with another merchant – maybe even work a trade – to offer an incentive to your customers (e.g. movies, dessert, or gas)!

Related posts

There’s Gold In Them There … Customers!

Marketing With A Cause

(Image by runrunrun)

Touching Others by Adding Your Personal Touch

Sometimes we forget what an impact we can make in the lives of others with our jobs. No matter what that job may be.

Barbara Glanz wrote a wonderful book called CARE Packages for the Workplace – Dozens of Little Things You Can Do to Regenerate Spirit at Work. In this book, she tells the story of a person who attended one of her workshops about putting your own personal mark on your work.

The story is about Johnny, who is a bagger at a grocery store. Johnny took Barbara’s point to heart.

Here’s what Johnny did …

Johnny had an idea for putting his stamp on customer service. He would come up with a thought every day and put it in every customer’s grocery bag. 

He went home that night and asked his dad to teach him how to use the computer. You see, Johnny has Down’s syndrome. His dad helped him develop a three column by three row page.

When he gets home from work each night, Johnny finds a thought for the next day. Sometimes he can’t find a good one, so he makes one up! With his dad’s help, he types it into the computer. They copy it into the other eight sections of the page. Then they print it out.

Johnny cuts up the nine thoughts and then personally signs the back of each one … which means that Johnny signs at least 1,800 thoughts each day.

Here’s what happened as a result …

The store manager noticed that Johnny’s thoughts were in huge demand. He first noticed it when he was walking through the store one day and there was a long line. He immediately called for more lanes to be open.

But the customers didn’t move – they wanted to be in Johnny’s lane so they got his thought for the day! One customer told the store manager that she used to only shop at his store once a week. Now she only comes to his store – because she wants Johnny’s thought for the day! Johnny’s thought has turned shopping into an experience for his customers.

Other employees also noticed what Johnny was doing. The people in the floral department started thinking about how they could put their mark on customer service. Now, when a flower breaks off or isn’t going to be used, they don’t just throw it away like they used to. They find an elderly woman or a young girl and personally pin it on her!

One of the meat packers loves Snoopy. He bought 50,000 Snoopy stickers, which he puts on every piece of meat he packs. Johnny’s thought has made work fun for his co-workers.

So Johnny shows us that every single one of us has the ability to make a significant difference in the world. No matter what our job is.

We applaud Johnny’s bigg success!

Our bigg quote today is by William James, who said,

“Act as if what you do makes a difference.  It does.”

Sometimes a simple thought, put into action, creates a chain reaction.

Next time, we’ll discuss how to establish credit for the first time. Until then, here’s to your bigg success!

Related posts

Got Milk? Young Mom Finds Her Mission

Which One of These 5 Words Describes Your Personal Niche?

Make It a Double

Happy People Make Happy Employees 

(Image by danzo08)

How Opportunity Often Presents Itself

On a recent Sunday, we attended a college graduation with thousands of other people. At one point, we wanted a cup of coffee. We noticed a food court in the distance, but when we got closer we realized nothing was open. We were puzzled – why wouldn’t they be open on a day with so many potential customers?

It made us think about missed opportunities.
You can’t avoid missing opportunities. What you want to do is make sure you spot all opportunities that will make a material difference in your life. Most of us probably have less than five of these in our lifetime. They are the difference between success and bigg success.

It’s often easier to spot the other person’s missed opportunity than it is our own.
Why? Because we experience the result of the other person’s missed opportunity. We don’t experience our own so we don’t know about.

Most customers won’t tell you when you miss an opportunity. At best, they keep it to themselves. At worst, they tell others.

So one lesson is that when a customer tells you about missing an opportunity, be grateful. They’ve served you well. But most people just keep it to themselves.

2 ways to find out about your missed opportunities

#1 – Ask!

Develop a way to get customer feedback in the heat of the moment. That’s when people are more willing to let you know what you missed out on.

It’s not good enough to just ask. You need a system to track the comments so you can respond to them. More importantly, you need to work them into your system. That’s how you continue to serve your customers better.

This doesn’t just apply to people in business for themselves. Ask your boss how you can do your job better. Ask co-workers to whom you pass on work how you could make their jobs easier.

#2 – Observe!

Our bigg opportunities usually don’t come stamped with OPPORTUNITY written all over them. In fact, they’re often presented to us as a problem – a problem that no one else wants to tackle.

Napoleon Hill, in Think & Grow Rich, told the story of Edwin C. Barnes. Barnes had one goal: to become Thomas Edison’s partner in business. He got a job for Edison working as a sales person.

One day, Barnes learned that Edison had just invented the dictating machine. Edison was excited about this new device. But he had a problem – his sales people didn’t think it would sell. Barnes recognized this as his bigg opportunity. He took on the task of selling Edison’s newest invention. He did sell it … so successfully in fact that Edison made him his partner.

So Edwin Barnes spotted his bigg opportunity. To every else it was just a huge problem; Barnes turned it into bigg success.

We’re asking … what opportunities are we missing?
We’d love to know how to serve you better.
send us an e-mail bigginfo@biggsuccess.com,
or leave a comment below.

Our bigg quote today comes from the great inventor himself, Thomas Edison:

“Opportunity is missed by most people because
it is dressed in overalls and looks like work.”

So find your “Ah-ha” in everyone else’s “Ugh”

Next time, we’ll discuss how to find your passion. Until then, here’s to your bigg success!

Subscribe to The Bigg Success Show in iTunes. 

Subscribe to the Bigg Success feed.

Related posts 

Get in the Loop to Gain a Competitive Advantage

Are You Choking Your Chicken?

6 Factors to Help You Succeed When Opportunity Knocks

(Image by StarLight)

Pages

Nothing Found

Sorry, no posts matched your criteria