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Tuesday
December 8, 2009 ASI RadiothonFiled under: asi radio show This just in! ASI Radio has organized a charitable drive to benefit The G.I. Go Fund, an organization that assists soldiers upon their return to the U.S. Generous industry suppliers have donated high-end items — such as watches, digital picture frames, and iPod docking stations – to be auctioned off and the drive will culminate during the ASI Radio Show on December 15. Bidding is now open on the items and you can do so now. Support a good cause and donate today. Click here to see the items and bid!
Tuesday
December 8, 2009 Tip of the Day - How To Lose CustomersFiled under: Tip of the Day Here are five things that will definitely cause your business to lose customers: 1. Don’t listen. It’s dangerous to assume that because you’ve satisfied a client so far, that doing the same thing will continue to please them. “People change, organizations change, fashions change and priorities change. If you don’t listen closely, you’re making an assumption about what matters to [customers] and you’re probably wrong,” Lewis says. “Find out what’s important to them. Is it price, range of product or [customer] service? What one customer values will be different from another.” 2. Don’t ask questions. This means you’re limiting your knowledge to exactly what information a customer offers to you. Karen Stauffer, who, as a principal with the Cascade Marketing Group, has represented several major apparel and promotional products distributors, says an obvious – but often overlooked – way to avoid making wrong assumptions is simply to ask questions. This sounds like oversimplification, but it’s not. Many people don’t take the time to ask a few extra, pertinent questions. “If your client comes to you with a budget and color for the garment they’re looking for, ask how it will be used, who the recipients are, what garment [the client] provided at the previous event, and how long and how often they’d like their recipients to wear the garment,” she says. This “enables you to educate them and provide them additional ideas. Educating them on what else is available that meets their needs creates value” for them. 3. Don’t meet expectations. This involves what Lewis calls “breaking the marketing promise” – a set of qualities that a customer has come to rely on in doing business with you. The marketing promise could be based on product quality or selection, or it could involve a trusted return policy or level of customer service. A negative change in these expectations – such as added hoops to jump through to assure a refund – will drive customers to other companies, even if the other firm’s policy or product is nearly the same as yours, Lewis says. “In their mind you’ve changed for the worse, even if what they go to is no better than what you’re doing,” he says. “It’s a relationship thing, fickle and emotional.” 4. Don’t stay abreast of market trends. If you lose touch with current fabric or style options, you’re doing your customers a disservice. “It’s important to research and do your homework in the retail market to make sure you are making comparisons that hit home with your buyers,” Stauffer says. “With all of the new fabrics and fabric treatments being offered, it’s important to create value by understanding their features and benefits – and educating your client” about them. 5. Don’t return phone calls. If you’re slow to return customer calls or e-mails, clients will feel that you’re putting them on the back burner. “When a customer calls about an order placed or complaint, sometimes an organization can be slow to get back [to them], and things disappear off people’s desks,” Lewis says. “It’s incredibly important these days to be responsive. People who call need an answer there and then. If you get back in two days, they might not remember what the question was.” From Stitches’ magazine |
