Stefan Drew - The Marketing Magician

FE, Education & Business Marketing: Quick, Effective, Low Cost Marketing

Stefan Drew - The Marketing Magician
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Category: Creating Business Growth

How Customer Service Helps Market the Hospitality and Catering Sector

 

Customer Service - A Smile Costs Nothing
A Smile Costs Nothing

If you don’t know the value of a smile, then you don’t understand customer service and its contribution to marketing. Customers don’t want to see scowling or negative staff when they visit your establishment and they want a positive response when they phone to make a reservation. Believe it or not when you and answer the phone and smile the customer can hear that smile down the phone line.

 

Of course, customer service takes more than a smile, but it is a good starting point. What customers want when they visit us is more than food and drink in most cases. They want an experience. Going out for a drink or meal has become more than just a matter of eating for sustenance.  It has become a social affair.

 

So, customers want to not only experience meeting friends, they also want the whole experience to be positive.

 

 

(more…)

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Giving the Customer More Information

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Follow my parcel delivery

The Downside of Online Shopping is the Delivery That Takes Place in the Real World. 

Delivery to your home probably causes you headaches. It does me.

Which day is it being delivered, what time will it be delivered? Will I be home? Will they deliver on time? 

And you never know which company is delivering it . and some are appalling when it comes to customer service. As for the drivers name .. you’ll be unlikely to ever discover your white van mans name .. its usually a man isn’t it? 

The alternative is to have it delivered elsewhere … maybe into one of those delivery boxes you find outside railway stations .. or a local shop. Both these so called solutions are problematic. The shop is closed when I get there and the drop off lockers mean I have to carry the parcel home; hardly door to door delivery is it. 

 

A Delivery Revelation

With satnav and email it needn’t be like that.

Yesterday I ordered an item. Today I had an email with my delivery slot. 

Pete is making a delivery to me. Where is he?

Well its simple to find out as he sent me a map with his location on it. He’s on delivery number 16 and I’m number 27. He’s currently 5 miles away in Kings Road and heading in my direction.

Technology makes it much easier to deliver both parcels and much better customer service. 

 

Better For Businesses

The great thing about the service I was given is that it is good for businesses.  Because I could see my delivery driver’s location I was there ready and waiting when he arrived .. I went out an met him on the drive. That saved him time and me a load of hassle. 

OK he only saved 60 seconds .. but add that up, for a lots of customers, over a year and the cost of this system is soon paid for. 

 

So why don’t more businesses use it to deliver quality to customers? 

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The Power of Three in Selling

Giving Buyers Options Can Significantly Increase Sales, Ideally We Need To Use The Power of Three

 

Why Use The Power of Three in Selling?

Simple. The number one is dangerous in marketing. Give people one option and they say yes or no. Too often you will get a No answer, especially if someone else is cheaper.

But the number three makes for marketing magic and certain sales. It is a form of Advanced Thinking and a very powerful negotiation tactic. 

 

An Example of How The Power of Three Works

I often get asked to speak at conferences and in-house training days. Last week someone asked me to quote to speak at an event. They also asked others to speak and I guess we are all acceptable to them or they wouldn’t have asked us. So the only deciding factor left from the buyers perspective is price. All other things being equal the cheapest person gets the work. 

So how can you become more certain to get the work? My tactic is to stop the buyer making a straight comparison based on price alone.

In my case I gave them a quote for exactly what they wanted, but then provided two other options.

The second option was the same as option one but included an add on. In this case it was to also run a QA session online. We could do this on the clients website, on Facebook .. anywhere they choose. 

The third option was to offer the basic speaking session as requested plus a webinar. This could be live or recorded. 

Each was priced separately and clearly the options cost more. In some cases the options will cost multiples of the basic option.

 

How Specifically Does The Power of Three Work? 

I do the above quite often, here’s why.

We know one option doesn’t differentiate us and we then compete on price.

Give three options and, even if the buyer sticks with option one, you are seen as being more responsive and more authoritative. 

But it goes further. Few people want to buy the “cheap” option that everyone offers. They don’t want to look cheap. They are most likely to go for the middle option. 

Option three is less likely to be bought, although last week the buyer went straight to it and didn’t discuss the other options with me. 

The thing is with three options you are really offering the equivalent of three different packages where only one was requested. It gives the buyer three chances to say yes, not one. Often they then buy one of the higher price and value packages, that they hadn’t previously considered. And, as in my recent case, they sometimes buy the luxury package they would not have otherwise considered at all. 

The Power of Three works like magic in the majority of cases. It increases both the chance of a sale and the level of sale price.

Try it. You could be surprised how your profits rise. 

 

PS Offering more than three options just confuses buyers. Avoid it in most cases.

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Einstein Nearly Said, Make Your Marketing Simple


Einstein said 

“God Always Keeps it Simple”

 

If it is good enough for Einstein and his God it is certainly good enough for me. In fact simple is something I’ve been working on for years. Whenever I have a marketing plan I do all I can to strip out all the “filler” until it is as simple as it can be. 

You see Einstein knew that simple works best.  In nature the complex is overwhelmed.  It fails for a simple reason. Too many things can go wrong.

 

Keep Your Marketing Simple

It is the same in marketing 

Every additional step means more potential for error and higher drop out rates.

If you understand and apply this simple fact you will see huge improvements in your marketing.

For example one of my clients had a website that gave poor results.  He wanted me to help him get more online sales. 

When I examined the site it was clear that there were lots of reasons not to buy.  The first was finding the products. and when you found them there wasn’t much information.  And once you put them in your shopping cart you suddenly found that you’d be charged very high P+P charges.  And if you accepted those it asked for your date of birth. If you are selling age restricted items the date of birth is essential.  But these items were not age restricted and it just upset people. So they didn’t buy.

So to improve sales we then cut out all the steps that weren’t needed, made finding items easier and provided better information.  

In other words we made it simple.  

Over the next month sales exploded more than tenfold.

 

Simple is Elegant 

One of my early customers was a structural engineer.  When designing he loved elegant solutions. Simple solutions have a simple but elegant flow to them. The processes are simple and not much can go wrong.  

Very simple marketing processes normally give much better results than more complex “clever” solutions. 

Adopt the simple and you’ll find success comes easier.

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