Benchmark Business Group

Business Owner Newsletter - Page 27

Your Prospecting Resources

Last week we discussed the importance of having a rolling three month prospecting plan. You might be tempted to jump right in and start your plan, but we've found it's helpful to first take a look at your resources. Having your resources in place will allow your prospecting plan to come together with ease and ensure that it is implemented and consistent.

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Prospecting in Constant Motion

Prospecting has a huge impact on any business. The problem in many businesses is that prospecting is not done consistently and is often done as a last moment reaction to a problem. A business realizes it needs more cash flow or sales to meet its goals and suddenly there is a mad dash to prospect. Unfortunately, most businesses prospecting activities don't go from Zero to Sixty easily. It's a process of building trust, feeding information, and slowly building a relationship that takes time.

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Do Your Customers Feel Valued?

This month we've been discussing the importance of knowing your customers. We've looked at how to identify frustrations and how to be proactive in dealing with frustrations. Last week we touched on an important piece of your customer service, which is that your customers want to know that they are valued.

 

This week we want to challenge you to define what that looks and feels like. If you don't have one already, consider creating a customer promise or a value statement that outlines what your customers should experience as part of your business. If you already have these documents, pull them out and see if they are still relevant or need to be refreshed.

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Don't Wait

In the last few weeks, we've discussed the importance of knowing your customers and being able to listen for when your customers are frustrated. The next step in providing excellent customer service is to understand what areas of your business are likely to frustrate your customers and be able to quickly react to them. As you work through understanding your customer's frustrations there will be a set of frustrations that you can solve through systems and processes, but there will also be frustrations that your business will never be able to completely eliminate.

 

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We Have a Question

Quote: "If I had asked people what they wanted, they would have said faster horses."  -Henry Ford

 

Our Thoughts: There have been many articles written, especially on innovators such as Ford or even Steve Jobs, which discuss that customers don't always have the answer. They can't always tell you want they want if they can't imagine it themselves. There's definitely a kernel of truth to this, but it doesn't mean you can tune out your customers. It means that your business needs to listen differently.

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Shake It

There's a little known feature in Google Maps that displays just how well Google understands their customers. Take out your cell phone and open the Google Maps app. Now let's say you were trying to find a location, but when you got to the end of the directions the destination was wrong. Frustrated? Shake your phone and see what happens.

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Champion of Change

This month we have been looking at what causes resistance to Change, and the beliefs, attitudes, and experiences that feed the fear of Change. Now that there is a better understanding of what gets in our way, it is time to embrace those elements and leverage them to become the Champion of Change that your business needs!

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