Left Right Now Ideas

Most business owners tell us they are ready to use the newest tools and technology - if it creates customers and drives sales.

The only problem is, many businesses aren't ready to use these new technologies because many of these new technologies require them to do two things to be effective. 

First, they must be willing to admit and understand that they are no longer in control of the buying process - the customer is.  Because the customer is now in control, your job now is to create the greatest possible experience for your customer before, during and after the sale. This huge paradigm shift has been known to melt the brains of some CEOs. 

Second, they must be willing to be relentlessly transparent in their approach to dealing with customers.  No gimmicks, no tricks and as little "fine print" as the lawyers will let you get away with.

The tragedy is that many businesses go ahead and use these new tools and technologies (Facebook and other social media sites, Mobile Web, Blogging, etc.) and because they don't or won't play by those new rules their campaign fails miserably or they actually lose customers. 

Let's illustrate these points with a story.

Back in the dark ages (say 20 years ago) when word of mouth could affect a dozen or so people and there was less competition in the marketplace, companies could slide by with creating a so-so or even “good” experience for their customers.  If they spent enough on advertising then enough people would buy and they'd win by default.

With the advent of the internet and instant, anywhere mobile information and communication a simple “word of mouth” recommendation can multiply and skyrocket your sales and a one single bad review can affect hundreds if not hundreds of thousands of customers.

For example:  In 1988 a popular girl at the local high school came into your car dealership or store with her father and a salesperson acted a little “creepy” towards her.  She might tell a few people at school and her father might go get his shotgun out of the truck (that happens sometime down here in the South).  If you are really lucky they might buy from you anyway because you are the only Toyota store in town.

Today, she’s going to take pictures of him on her mobile phone and post his picture to half a dozen social networking sites where he’s labeled as “creepy old guy with bad breath who kept trying to look down my shirt at XYZ Toyota”.  She’ll then go on to have conversations with her friends about other creepy experiences they’ve had at your business and other local businesses.  She might even post it to ePinions.com or another consumer watchdog site.

Then she'll go to the Toyota store down the street (or go online) and buy from someone else.

Let's move on to #2, transparency. 

Let's say Mo the creepy sales guy was behaving that day and they decide to buy her new convertible from you. 

Just a few years ago they'd have little or no idea about what to expect from the F&I Manager and as long as the payments looked okay they'd probably take your word for it.

Today, they can Google anything you say - right on their mobile phone.  A simple "how F&I managers cheat you" search on her mobile phone will make for plenty of fun banter at the closing table.

So how can you make your business ready for this new marketing?

First, you need to take a long look at your people and processes.  Mystery shop yourself.  Get honest, unbiased customer feedback.

Only then can you train your employees and put processes into place that eliminate many of the things that drive customers crazy and give them a bad taste about doing business with you. 

If you are going to be late delivering, tell the customer and apologize with a discount or added services. 

If you have staff who have poor attitudes and treat your customers with contempt and not like the valued assets they are then fire them if they refuse to change. 

Yep, get rid of them.  About 7 % of the US Population is looking for work right now.  Surely you can find someone who will at the very least smile and show empathy. 

What about Susie who’s been there for 30 years? You wouldn’t put up with her if she came in every day and abused your equipment, so why are you letting it slide when she abuses your customers?

If you don't, they'll find out in a few clicks.

If you aren't willing to make a couple of changes in your business to grow and keep up with the times then it's a good thing you are doing it now.  This way when you tell people "you were a victim of the bad economy" they'll probably believe you.

If you'd like some more tough love and some great Marketing 2.0, please get in touch.