Gardiner Business Support Services - BLOG

CRM Software Doesn’t Build Client Loyalty…People Do!

Wed, 23 May 2012 16:20:13 -0900

A recent letter from the auto dealership where I bought my vehicle in 2010 was nearly tossed in the recycling bin before being opened. It showed up in a plain white envelope with metered postage (maybe cost effective, but boring), and I don’t normally bother opening this type of mail unless it’s expected.

Curiosity got the better of me, though, so I took a peek. It was a “happy two year anniversary” letter, and went on to basically ask for my repeat business or to send a referral their way. Nothing unusual, right? Companies are supposed to ask for our repeat business, but what struck me about this letter was at first it appeared to come from the sales associate from whom we bought the vehicle. Words such as “I,” “me,” and a sentence that read in part, “I offer to provide my personal attention (emphasis is mine) in helping you or your friends…” gave the impression that they were attempting to make a personal connection. However, the letter was not signed at all (not even a computer generated “signature”), and the signature block had no individual sales associate name, just a generic department of the company. Personal attention? Really? It was obvious to me that the dealership used some sort of software (and actually, I visited their site which conveniently linked to the CRM for auto dealers site) to generate this letter and didn’t give much thought into personalizing it for the individual customer.

This post isn’t about knocking CRM software, but software alone won’t build customer or client loyalty. That takes a much more personal approach than hitting a merge button in a form letter.

So what would I suggest to this auto dealership? For starters, reach out to your customers more often than once a year. And if you send a letter, take the extra few minutes to have a live person actually sign it or include a personal note. Can phone calls be made quarterly just to see how the customer is doing, or if they have any questions or concerns about their purchase? I realize big companies have the means to hire survey companies to do this work, but I’m sure they also have sales associates who could schedule a few minutes each week to touch base with past customers. Surely the software has a way to capture how a customer prefers to be contacted (i.e. phone call, text, email, regular mail, etc.). Maybe the dealership could actually tailor their communications that way.

An annual unsigned and impersonal letter may work for some companies, but I think most solopreneurs and small business owners agree that there are better ways to build lasting customer relationships and loyalty.

How are you nurturing your customer relationships? I’d love to hear!

Five Business Success Lessons Learned from the Dogs

Wed, 16 May 2012 16:17:26 -0900

Everyone who knows me knows I’m a self-proclaimed dog person. Dogs have always been a part of my life and I unashamedly admit that many of my decisions revolve around Lexi and Boone. Even the interior colors of my vehicle match those of the “kids.” Ok, so that one was really unintentional (or was it?), but it gives you an idea of just how important my dogs are to me.

As Boone and I were on our usual evening walk this week, I tossed in a few obedience exercises for good measure. A recall here, a random sit or down there, and of course, focus on me and not the wire haired pointer that runs his fence just daring Boone to yank me off my feet and run the fence with him (check out the picture of Boone and me, you’ll see why yanking me off my feet is a very real possibility). I also do some of my best business brainstorming on these walks and on this particular evening it dawned on me that my dogs have taught me a lot about succeeding in business.

Consistency: Anyone who has ever trained a dog knows the importance of consistency. Positive results come when you consistently work towards a goal. I know to get Boone ready for an upcoming obedience trial, I need to work every day on the different exercises if I hope to receive a qualifying score. The same goes for business. If your goal is to increase your online visibility, for example, you need to be actively and consistently engaging with your online audience through posts on social media sites and blogging.
Focus: One of the exercises I’m always working on with Boone is focus and working in the presence of distractions (i.e. walking past the wire haired pointer). In this age of hyper-connectivity, it’s very easy to get distracted and derailed. For tips on how to deal with distractions in business, see my earlier blog, Defy Distractions.
Patience: This is one of the toughest lessons for me to master (both in dog training and business). Sometimes you just have to pause, take a deep breath, and wait.
Recognize (and reward) the positives: I’ve discovered an amazing thing on my walks with Boone. The times when I’m short on patience and focus on all that he’s doing wrong, the walks are much less enjoyable for both of us. On the flipside, when I recognize all the little things he’s doing well and reward him with an upbeat “YES!” or Yummy Chummy, he almost always responds by doing even more things right. How does this relate to business success? When we recognize (and reward) the positive accomplishments that we’ve made towards a goal, or recognize our clients and customers (as we build their loyalty), we tend to see even more positives happen.
A sense of humor: Probably the biggest lesson my dogs have taught me is that you have to have a sense of humor. Ask anyone who’s ever competed with their dog why this is so valuable. In business, a sense of humor can help lighten your day and even give you a new perspective on challenges. Laugh a little today!

My business (and many life) lessons have come from the dogs, and I bet you’ve learned some interesting business success secrets from some unusual sources, too. Like to share? Post your comments below and join the e-conversation.

Boone earning his RN title

Lexi

Small Business Success Secrets Workshops in May

Sun, 29 Apr 2012 18:21:13 -0900

Join Sandi Sturm of Alaskarama and me for a series of Small Business Success Secrets workshops, three Tuesday afternoons beginning May 8th at Mat-Su College in Palmer (Alaska).

These 90 minute sessions will deliver useful tips and strategies for busy entrepreneurs without causing information overload!

For all the details and to register online, visit us at
Small Business Success Secrets today.

Safeguarding Information Shouldn’t be Taxing

Tue, 17 Apr 2012 07:17:45 -0900

In case you forgot, today (April 17, 2012) is the deadline for filing your taxes. While you’re rushing about, wondering if you’ll make it to the post office before they close, here’s one more “I wonder…” to mull about: “I wonder if my business identity and information is secure?” OK, so maybe that’s not on the top of your mind today, but lucky for us, the Better Business Bureau does have it on the top of their mind with several resources to help small businesses tackle the many facets of safeguarding identity and information.

The first resource is actually an event, Secure Your ID Day, which takes place Saturday, April 21, 2012. Sponsored by the Better Business Bureau (BBB), Secure Your ID Day offers free shredding services in many locations around the U.S. Visit the BBB’s site for the current list of participating states, locations, and specific details on how much and what can be shredded.

The other resources are easily found on the BBB’s website, so as you’re packing documents in the shred bin that you “think” you no longer need, you may want to first take a look at this handy one page Records Retention Schedule compiled from the IRS, also on the BBB’s site. The list covers many types of records in a general way, and the BBB recommends that business owners seek professional assistance before disposing of materials.

And it’s not just your identity and information you should be concerned with safeguarding. As a business owner, you’re likely collecting and possibly storing information and data on your clients, customers, and prospects. Do you know what you need to do to ensure that information is secure? Do you have a plan in place to address data security and privacy?

Once again, the BBB has made this essential task a little easier with their toolkit created specifically for small businesses called Security and Privacy – Made Simpler ™. This 22-page .pdf covers everything from security challenges facing small businesses, to developing your own data security and privacy plans to Internet security fundamentals. The toolkit also has additional resources for small businesses.

Before you leave the site, take a look at the list of FAQ s from small business owners on this topic as well.

You have enough on your mind this tax day, so take advantage of available resources to make the steps of safeguarding information less taxing.

DIY vs. Building a Team

Tue, 10 Apr 2012 07:16:16 -0900

Spring is in the air and I can’t help but notice all the commercials from the home improvement retailers encouraging us to roll up our sleeves and dive in to become Do-it-Yourself (or DIY) weekend warriors.

Being a DIY weekend warrior is great for sprucing up your flower bed or sealing your deck, but when it comes to operating your business, should you be a DIY’er? If you’re like many solopreneurs, you’re faced with an overflowing “to do” list nearly every day. There’s the client work that generates revenue (and that you love to do), the activities that help keep you visible and grow your business (that you may or may not love to do), and the administrative tasks that don’t generate revenue but need to be done to keep your business humming along (and would likely be managed more efficiently by a professional with that skill set).

So does DIY make sense for a solopreneur? It might if:

You have the skills, knowledge and time to efficiently accomplish business activities.
You have a lot of energy and passion for the different tasks and completing them comes easily (and quickly) for you.
You have systems and processes in place to help automate your business (you just “push a button” to make it happen).

DIY doesn’t make sense is when it’s holding your business back. Do you find yourself:

Spending too much time on non-revenue generating activities?
Feeling drained by certain tasks?
Procrastinating to complete (or even start) items on your “to do” list?

For many solopreneurs, DIY can seem a lot less daunting than building a team - especially if you’ve always been self-reliant when it comes to your business. And many of us take pride in being able to “do it all.” But there comes a time when having a team of professionals makes more sense than going it alone, so where do you start?

First, make a list of the non-revenue generating activities or those that really drain your energy. You’ll probably find that most of them fit into categories, such as finance or administrative, and could be more efficiently handled by someone who specializes in them.

Next, take your newly compiled list of categories and start searching for professional, trustworthy team members by asking colleagues or associates for recommendations. You can also check with your chamber of commerce, local chapters of professional associations, or your local small business development office.

Remember, you’re not limited only to professionals available in your local area. There’s a whole world of possibilities online these days, too, from virtual assistants who can support you with the day-to-day administrative tasks, to web designers, bookkeepers, and online business managers, each with specific skill sets that can help create the right balance in your business.

Finally, take time to get to know these professionals through their websites and blogs. Subscribe to their ezines, and follow them on Facebook and Twitter. Hopefully they have success stories where you can read (or hear) about how they can become valuable members of your team.

Get out and enjoy spring, but save the DIY weekend warrior status for the home improvement projects. And if you need some help figuring out the “business improvement projects” (such as assembling a top-notch team), send me an email!

5 Simple Ways for Solopreneurs to Build Client Loyalty

Tue, 03 Apr 2012 08:06:22 -0900

I’m reading a book about discovering the importance of “Why” in business and leadership, and came across a sentence that really struck a chord with me: “Loyalty is when people are willing to turn down a better product or price to continue doing business with you.”

That sentence got me thinking about how important (essential, really) loyal clients are for any solopreneur’s business success. Picture your current clients and ask yourself if they would willingly turn down a better product (service) or price to continue working with you? If you can’t answer that question with a resounding “YES!” then it may be time to look at (among other things) what you’re doing to nurture those relationships and build loyalty.

If you aren’t yet in the practice of building loyalty because it seems too complicated or time-consuming, or you just aren’t sure where to start, here are five simple ideas to get you going.

"Wow” your clients. In other words, provide exceptional service. OK, so this is (or should be) a no-brainer but I’m still amazed at what passes as “exceptional” service. Are you providing just the services or deliverables promised in your proposal or contract? While that may be honoring your commitments, there are always ways to add value. Present a common solution in an uncommon way. Follow through and follow up in a timely manner. Keep your promises. These suggestions may seem like common sense, but how often do we actually see them in practice?
Be a problem-solver for your clients. Find ways to help them even if the problem isn’t the one you were hired to solve. Can you refer them to a trusted colleague or other resource to lead them to a solution?
Be thoughtful. How? One way is by sending greeting cards at unexpected times of the year (a Groundhog Day card with a clever greeting always brings a smile). Remember birthdays and anniversaries (business anniversaries as well as personal). Have a process for gathering this type of information from clients when the business relationship begins.
Be present when you’re meeting with clients. Turn off the smartphone (if you’re meeting in person), email, and any other distraction. Hold your thoughts and responses until your client has finished speaking. If you need to take notes, go old school and grab a pen and paper. The clicking of a keyboard can be very loud and distracting (and if you’re on the phone, how does the client know you’re not multitasking?).
Be a resource for your clients. Provide information, resources, and tips that you know clients will appreciate and find useful. Even – and especially – if it doesn’t have anything to do with the work you’re doing for them. Again, a process for collecting this type of information right from the start will help you spot the “right” information, resource or tip when you see it.

Building a loyal following of clients is all about nurturing those relationships. And as anyone knows, lasting relationships take time to develop, so invest in your business today by finding some simple, meaningful, and unique ways to ensure your clients today continue to be your clients tomorrow.

What "Systems" Do You Picture?

Tue, 20 Mar 2012 12:45:30 -0900

I'm in the process of transforming my business from project-based support to becoming a strategic partner for overwhelmed consultants, coaches and entrepreneurs. Through this process, I'm developing new language where I share "what I do" and "how I do it," and at a networking event last week, I mentioned the word "systems." It seemed to automatically conjure up the image of expensive and complicated software programs with one individual. Granted, his background was in software design, so I suspect that’s why he pictured systems the way he did, although I've noticed similar responses from others.

When I think of “systems” – especially as they relate to the types of businesses that I work with – the image that comes to mind is more along the lines of this definition from Merriam-Webster's online dictionary:

an organized or established procedure

All businesses need to have systems (or procedures) in place in order to run smoothly. But if you’re like many entrepreneurs, you may be wondering how to go about finding the right systems for your business (that aren’t so complicated and expensive you likely won’t implement them). Here are some questions to consider as you’re researching whether a system is right for you.

How will it help my business run more efficiently?
Is it simple? (i.e. is it going to have a huge learning curve, will it be so cumbersome to use on a regular basis that finding time to use it consistently will be elusive?)
Will this automate a task I’m currently spending too much time on? (Time that’s not generating revenue for my business.)
How much time will I need on a daily/weekly/monthly basis to implement this system?
Am I willing to consistently implement this system?

Sometimes answering these questions just uncovers even more questions so having someone to help guide you through the myriad of possibilities may be just what you need to move forward.

Whether you call them systems or procedures, having the right ones in place can mean the difference between you running your business or it running you. What systems do you picture in your business future?

Password Security

Sun, 30 Oct 2011 20:20:00 -0900

Just when you thought it was safe to keep the same, easy-to-remember password, you start getting messages from those in your contact list asking why you’re traveling overseas and are in “urgent need” of cash. This has been happening to a friend of mine more than she’d like the last few weeks, so I thought this was a perfect time of year to remind you that Halloween isn’t the only scary thing lurking about!

Hackers have nothing better to do than scour cyberspace, searching for easy accounts to hack into to cause grief and inconvenience for the account owner. If you’ve ever been an account-hacking victim, it’s time to give some serious thought to the strength of your passwords protecting those accounts.

I know it can be a hassle to come up with a password that’s not as easy to remember as your child’s name or birthday, but there are tons of resources out there to help you create more secure passwords and even keep track of them (after all, the most secure ones are usually the most difficult to remember).

Creating Strong Passwords
Start by looking over this list of tips provided by Microsoft.com. They offer keys to creating strong passwords, tips on creating a strong password you can remember, and common password pitfalls to avoid. Once you’ve created a password, check its strength with Microsoft’s free password checker.

Having a tough time coming up with a password on your own? You might want to try this free random password generato r tool on the PC Tools website. Granted, the password created might not be easy to remember, but it’ll be a lot more secure than your child’s name!

Storing Your Passwords Securely
One of the tips from Microsoft is not to use the same password for everything. So how do you securely keep track of and store them all? There are several applications you can purchase on a subscription basis that securely encrypt and store your passwords. Here are some to get you started.

Password Genie: They offer a free 30-day trial with a $15 annual subscription fee (the site states this is for a “limited time”).
Roboform is another application to consider. They also offer a free trial, with three different versions available to purchase on an annual subscription base.

I’ll add a disclaimer here that I haven’t used either of these storage sites, so do your research to see which one will best meet your needs.

Remember, the best time to check your passwords is before any of your accounts are hacked so invest some time this week to at least check the strength of your current passwords using the free password checker. And if your passwords could use a tune-up, use the tips and resources available to help keep your accounts safe from the hackers. Oh, and think twice before sending cash to your email “friends” claiming to be traveling abroad on an emergency trip!

Make Your Office Green With Envy

Fri, 22 Apr 2011 08:33:00 -0900

Note: I posted this on a previous blog last fall, but thought it'd be appropriate to share again on Earth Day for those of you who missed it!

When one of my clients recently opened her newly purchased HP ink jet cartridge, she lamented that HP no longer included the return envelope to recycle the empty cartridge. Living in Alaska, our recycling options for particular items can sometimes be limited, so we’d come to rely on those handy envelopes to help keep our cartridges out of the landfills.

I told her I’d do some research to see what I could find, and thought the information might be useful to those of you not fortunate enough to live in the most beautiful place on earth (e.g. Alaska).

Local Retailers

Check with local office supply retailers for recycling options. Some may be drop off points for different materials (i.e. Staples is an official drop off for HP ink jet and toner cartridges). For those of you in the Mat-Su Valley (Alaska), Valley Business Machines is now offering to take in all toner (not ink jet) cartridges for recycling, free of charge, as a way to give back to the community.

Manufacturer Recycling Programs

Different printer and copier manufacturers offer recycling programs for their original ink jet or toner cartridges. Some offer free, postage-paid recycling supplies (that you order), and some require the customer to pay shipping costs of returning cartridges to a central recycling location.

Results from a quick visit to the sites of some of the more popular printers, copiers, and all-in-ones are listed below. *Note: because I’m in Alaska, I’m always looking for the fine print that states the programs are not available to those of us in the Last Frontier, so please read carefully before choosing a recycling option! These recycling options were available as of September 2010.

HP:
HP offers free, postage-paid return envelopes and collection boxes that you order directly from them on their site (I ordered supplies for a client and received them within a week). Cartridges must be original HP cartridges (ink jet or toner).

Lexmark:
Ink Jet Cartridges: Submit a form to order a postage-paid envelope for single cartridge returns.

Toner Cartridges: Follow this link for instructions on returning genuine Lexmark toner cartridges.

As a bonus, Lexmark offers an equipment recycling program for its end-of-life printers. Follow the link for details on returns for your particular state.

Kyocera:
Offers recycling of original Kyocera toner cartridges, but shipping costs are incurred by the customer. Follow the link for instructions on packaging and returning your used Kyocera cartridges.

Sharp:
For Sharp copier toner products only. Complete and submit an online form and Sharp generates a FedEx shipping label and instructions for returning to an authorized center near you. Valley Business Machines is now an official Sharp dealer and offers toner cartridge recycling to those of you in the Mat-Su Valley (Alaska).

Recycling for Charity

There are a number of recycling-for-charity programs where you can raise funds for charities, schools, clubs, and organizations by recycling not only your ink jet and toner cartridges, but old cell phones. The sites I found offered a variety of programs so do your research to find which one suits your needs best. Simply Google “Recycle for Charity” and you’ll receive a host of programs to choose from.

Recycling ink jet and toner cartridges is just one small step each of us can take to help make our planet a little healthier. What other steps do you take to help make your office “green” with envy?

The Future is Coming!

Sat, 02 Apr 2011 07:32:47 -0900