4 tips from Seth Godin
Seth Godin is a very famous American marketer, blogger, professional speaker and author of numerous books on advertising and marketing. He is best known for his book The Purple Cow.
1. Why do not buy from us?
We register on the site / pay attention / decide to buy from marketers only if:
what is promised is more valuable in our eyes than the price of an acquisition;
– at the same time, we believe that it is best to contact you for the acquisition of the right one.
This principle works everywhere. Not only in promotional materials, but also in resumes, business meetings, and even for a teenager who cuts your lawn.
If your marketing does not work, then there are two reasons: either you promise something uninteresting (or not interesting enough), or the buyer does not believe that you need to contact you to purchase this.
2. To be heard, listen to others
Many novice businessmen make the same mistake: they invent something amazing and wait for customers to line up for them themselves.
Or they go to a retailer, or to a salesman, or to an intermediary – and wait until they make a stunning offer to customers so that they themselves can make the most of the profit.
In fact, the line of customers is not the result of what happens to you, but what you have done to do this. It is this process that is the first and main goal of the existence of your company.
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3. If you lose, invest even more
The downward spiral is known to all. For example, a problem with alcohol leads to job loss, and job loss leads to the unemployed starting to drink even more. Poor customer service leads customers to choose other sellers or suppliers, and this leads to a cut in the budget for the customer department, and the problem is even worse.
At the fish restaurant sales decreased. Instead of cutting salaries to his employees (downward movement), his director lends money and buys the freshest and highest quality fish (upward movement). An advertising agency has begun an outflow of customers. Instead of sending employees on forced leave, superiors hire even more employees, working and creative.
The decrease in sales should result in even greater investments in customer service. Only in this way, and in no case not vice versa.
It is very difficult. But getting yourself to move up is the only successful strategy. Any other scenario, including rationalization and explanation of why I am still in this round, leads to collapse and failure.
4. Treat customers like a human being – earn more
The only reason why there is a customer service department … is a change in the emotional mood of the client. Not circumstances, but precisely how and what customers feel. The circumstances may be: unsettled price, or return of purchase, or how long the client waited for him to be served. Sometimes a change in circumstances leads to a change in emotions, but not always, but more often than not, a change in circumstances does not affect anything at all.
If the procedure for communicating with customers (in the call center, in the complaints and suggestions department, in the rules for returning a purchase) is based on evading, denying, attacking in response, and if some very persistent client continues to insist on finally giving up – this may save the company’s money, but it’s just a complete shame.
A client who asks you for help in solving his problem does not always want to sue you before ruin. Usually he seeks approval, support for his actions and – most importantly – he wants to return to the state in which he was before the incident.
The best result of working with a client will be his recommendation of your company to your friend. And here it is important to understand that this can be achieved in different ways: either by returning funds, or by compensation, or by changing the circumstances themselves. The only important thing is with what emotions he will leave you. And positive emotions can only be achieved by a human attitude and a sincere desire to help. And not money at all.