A lot of customers ask me, “Why do I have to give something away?”, “Why should I discount?”. Its pretty simple…because other people are doing it, period! I know that we are facing some hard times, and spending is being scrutinized, but I am a firm believer that people are still spending money. They just pick and choose where to spend it. When you make them an offer that they can’t refuse, they are going to come visit you. Coupon shoppers, bargain shoppers, etc. are all looking for somewhere to give their money away. What are you doing to make this happen?
When we mail for our customers, we make sure that there are 3 main hooks. First, make your audience a compelling offer they can’t refuse. Second, they have to be given an event to celebrate, like a birthday. Third, you should be targeting a specific group of people, focused demographics. This will ensure that you duplicate your best client, getting more of them in your business.
Check out this video from the Today Show with Matt Lauer about a women that has taken coupon savings to a whole different level.
When a good friend of mine, Mark Ijlal, told me about this guy that took his taco business from a corner taco stand to a thriving business where people line up to get his taco’s ALL USING TWITTER, I was like NO way. Seriously, this guy went from a small taco joint that made taco’s on the corner of an LA street to a mobile business that he has made very successful. He owes it all to Twitter. I couldn’t believe it. He tweats the location that the taco truck will be parked at, and people flock from across the city and line up down the street, waiting to get a taco. The preparation involved is huge, and he makes the best to die for taco’s. Twitter, wow, who would have thought. I mean I have my own thoughts about how to eventually use twitter with my customers, but this is a whole new level. Check out his video below.
One of my clients made my day today. I called her to let her know that her mailers had been printed and were being shipped to her for mailing to clients. I asked how her first full month of marketing was with us, preparing for the sequential mailer this month, April. She mentioned that they were happy, and loved the 2nd letter going out this month, then she mentioned what one of her clients said.
This lady had moved here from out of state about 4 months ago. She, like every other new mover, had received many junk mail piece’s advertising the same service, dentistry. One of the first things we do when we move is look for a dentist. Well, the lady proceeded to mention that she loved the mail piece that she received (that we had designed and printed), and that it was one of the most unique mailer she has ever received. Over the past 3 months she had thrown away all the junk mail, offerings for dentistry, but kept ours, read it, and called right away. Most importantly she loved the offer, “FREE Whitening for Life!”.
It pays to be different and go out on a limb sometimes.
Today was a good day, long but a good day. I met with a handful of clients and I began to realize how this one particular client had the utmost respect and trust in me. This did not come easy, and I’m not trying to make this all about me, really, but instead about how we treat others. How does integrity play a role in your day to day business?
I looked back and realized how this particular relationship had matured to where it is today. People are naturally skeptical about you and getting sold in general. I really like the consultative approach with my clients because it focuses on what is most important, the relationship. The return business from this client has come from delivering what I promised. They were treated with respect and never mislead. For me this comes down to integrity. Doing what you say you are going to do. People can sense if you are a slacker and just a talker. Will you delivery what your customer expects? Will you be on time? Will the customer return to you for more business?
From time to time you have to ask yourself what is important. Are you looking for that one time sale, or for return business. The core values I feel come from our upbringing. My father always taught me to do what I say over a hand shake, or you better cut your hand off. A bit far fetched, but coming from a Greek immigrant you get what he’s saying. So the question remains…will you do what it takes for your customer? How important is integrity in what you do?
Here’s a quick story with a strong message, that I heard this morning in a networking meeting:
So John wakes up one morning and gets out of his advertised bed (Tempur-Pedic), and starts his day by brushing his teeth with this advertised toothbrush (Oral-B Triumph). John finishes brushing his teeth and picks out his outfit to wear, which is also advertised (LaCoste shirt & Guess jeans), then splashes some advertised cologne (Georgio Armani-Acqua Di Gio) on himself. John stops by Denny’s advertised restaurant for a quick Read the rest »
It has been made very clear to me that “we are in an economic recession”. Whether or not I believe this or not is another question. I do believe that business has slowed down, and that it is harder for small businesses to stay in business. What I keep hearing constantly day after day is that there is no money, or its not the right time, we can’t afford that right now, etc etc etc. Its almost like everyone went to an AA meeting and learned the same song.
The best part about this is that YOU as an independent business have a choice to make. Do you want to join the others in crying about business, make excuses why things are slow, or do you want to do something different and get more customers? Its a choice that many of us have to make. See, my point is simple. You have to do what others are not willing to do, in order to get what others dont have - Results! Its easy to make excuses, but I learned from a very wise wealthy man that “you can’t make money and excuses at the same time”! It just doesnt work.
What I like doing is what others don’t do. I do the things that make people do a double take. I get people’s attention. This is up to you, make it happen. Stop making excuses and pick up the phone. Do some different marketing for your restaurant, or auto repair shop, or whatever small business you own. This is the time to make some money, rather than excuses.
Many of my clients are always asking how can I acquire a good mailing list. A list of customers that have not been in my restaurant. We call these lists “Cold Lists”. How can you determine a good cold list from a bad one depends on the criteria or demographics you use! How well you can answer the question: What demographics do my clients have in common? That one question answered properly can mean the difference between a 6% response and a 28% response. Read the rest »
HOW CAN THE BIGGEST HOLIDAY HELP YOU ACQUIRE NEW CUSTOMERS?
When I ask people what is the biggest restaurant holiday? They usually answer Mother’s Day or New Year’s Eve. Well, I will quickly point out that they are completely wrong and that the biggest holiday is Birthdays.
I know that birthdays aren’t exactly considered a holiday, they are more like an event. However, stop and think… everyone has a birthday and most people celebrate with their family, friends or both.
Special Holiday Planning
Everyone in the restaurant business who doesn’t have a plan to advertise and market the two biggest holidays (Mother’s Day and New Year’s Eve) loses sales.
Knowing this, most of you probably have some type of plan.
