As we kick off the New Year this is often the question we face. Will it be more of the
same or are there new horizons out there for us to conquer?
Sometimes knowing how to do something different can be difficult. Where do I start, how
do I go about it and what should I be doing that’s different?
One simple thing I have learned is the following. “To work out where you should be heading,
have a good look at where you have been”. Make sense?
Now is a great time to review your customer base, segment it into groups and identify who
were your best and most profitable customers in 2015. Sometimes, this will confirm
what your gut feeling already tells you. But when you drill down a bit deeper you may
also identify another group of customers who are growing in sales and who are worthy
of more of your attention.
Have a look at your quote and order books. Do they tell you anything about how people found
out about you or give you any intelligence about why customers chose you over your
competitors? If not, what are you going to change to start gathering this information?
One really practical example of gathering market intelligence was given to me a long
time ago by a tradesman.
I was trying to decide whether or not to renew a subscription to a trade magazine and I
asked him how he made such decisions? His answer was simple. When he provided customers
with quotes he asked them where they heard about him and why they chose him and he
recorded their responses in the book copy of the quote. When it came to decide each
year which marketing channels to maintain he simply summarised the responses in his
quote book and supported those channels that delivered him the best results.
Simple but very effective!!
Start thinking now about how you can devise simple but effective ways to improve your market
Another approach is to commence an interesting dialogue with your customers by way of a
blog. Takes a bit more time but can deliver good results. Starting a conversation with
your customers on a relevant topic, or providing them with useful information is a
good way to generate feedback, strengthen a relationship and attract new leads. However,
if you ask customers for comment, you need to be prepared to handle not only the compliments
but also the criticisms!!
A colleague of mine has recently started a blog for his business ServiceM8, a Telstra Australian
Business Awards Winner in 2014. Have a look here and let me know what you think.
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JANUARY TERRIFIC TIPS FROM JUREK LEON
Last month we introduced Jurek Leon’s Terrific Tips e-newsletter that is packed with anecdotes, ideas and examples on service excellence, customer focused selling, motivation and marketing.
As a speaker, trainer and retail consultant Jurek provides entertaining, energising
seminars and workshops are filled with practical tips, ideas and down-to-earth
examples on word-of-mouth marketing, motivation, customer focused selling and designing
and managing the customer experience.
The January edition is filled with more great advice and tips including six fundamentals
for a successful life. View it online.
Sign up here for your monthly dose of Jurek style inspiration, and let us know what you think.
BEC SMALL BUSINESS WORKSHOPS
Make 2016 the year you kick-start your own small business. We can help you with our FREE Small Business Workshops introducing you to five specific and important areas of business including business structures and tax, marketing and bookkeeping.
Venue: BEC Darwin, 20 Catterthun Street, Winnellie (Lower Level)
Dates: 21-23 March 2016
Venue: QUEST, 9-10 South Terrace, The Gap, Alice Springs
Dates: 25-26 February 2016
Venue: Katherine Regional Training Centre, 19 Second Street, Katherine
Dates: 30-31 March 2016
Bookings are essential: register online
TOP AUSSIE SME’S SHARE THEIR GREATEST CHALLENGE
Risk - it’s a hurdle every business is required to overcome. Simply starting a business
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Brought to you by WFI, this free eBook explores:
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Head to the SmartCompany website to access this free eBook.