Page 267 - Duct Tape Marketing

Duct Tape Marketing

their business, their industry, and their competitors. Your ability to
help them understand how you can provide a solution may actually
depend on your having a simple understanding of the jargon they are
familiar with using. Your ability to connect personally may reside in
your knowledge that they are passionate about supporting the arts. It’s
all there for you; use it for good.

I once proposed a joint venture with a software firm located in
France. I did a bit of research on the firm’s founders and discovered
that one of them had grown up in the United States, in my home-
town, and attended the same university I had. Needless to say, that
changed our conversation from the outset. It didn’t mean I was any
smarter, but it enabled both parties to feel more comfortable.

Beyond Satisfied—Your Customer Service Plan

If you want your customers to come back for more and tell the world
all about how wonderful you are, you’ve got to make certain that your
actual product, process, service, or result matches what your marketing
promised. Again, it’s all about meeting and exceeding expectations—
and moving your customers way beyond satisfied.

I’ve already mentioned how important I think it is to create an
invoice that has marketing impact. Now let’s talk a little about all of
the things that happen between agreeing and invoicing.

Analyzing and improving your processes in areas such as status
notification, ordering, estimating, scheduling, proposals, delivery,
returns, claims, changes, and billing can pay handsome rewards in
marketing terms and may allow you to create competitive advantages
you didn’t know existed.

Where Customer Service Is Bred
Simply put, the key to growing loyal clients is growing loyal employees.

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