3 Business Lessons Learned While Trying to Shop for the Holidays
On top of running your business, you've got to find the spare time to run out to prepare for upcoming holiday parties and festivities. Perhaps to try to calm my nerves after dealing with people who suddenly forget how to drive when they enter the mall parking lot, I tried to find three business lessons amongst the holiday shopping battle.
Your Business is Only as Strong as Its Weakest Link
A single employee can sour the entire experience. This doesn't just apply to retail commerce. If you and your crew did a fantastic job on a new roof, but your client doesn't like the attitude of the office employee when completing final payment – all of your hard work to satisfy your customer and build referral business will be for naught.
Put yourself in your client's shoes and walk through the entire sales process, from first contact to final thank you card. It may be an issue of the process itself being confusing. It may be an employee who perhaps needs a bit more customer service training. Whatever your weakest points are, be sure to reinforce them so that all of your customers can leave your business with a smile.
Get There Before Your Competitors
Whether you're looking for the last Disney Frozen dollhouse or seeking leads in a slow season, it is important to seize the moment and be as timely as possible with your contractor-client communication. Don't let missed phone calls, voicemails, and emails go cold for too long. The longer you take to contact your potential customer, the more opportunity they have to find another contractor.
Don't Count on Customer Loyalty Without Earning It
There are times where you will wait longer in line to patronize a favorite shop or restaurant, and moment where you may discount a poor customer service experience as a "bad day" for the shop. But that only goes so far, sometimes clients will abandon their loyalty to you for the better deal down the road or for the added value or convenience provided by another vendor.
Treat every customer encounter like it is your last. Continually build customer loyalty with multiple marketing and personal points of contact. Whether it is a second thank you card delivered months after the job is done or regular email marketing efforts, it is important to stay in front of your customer for top-of-mind awareness and to develop their loyalty.
About Chris Lonergan
Chris Lonergan has over 12 years of contractor marketing experience with Footbridge Media. With a background in web design, print design, content creation, and online marketing, Chris is focused on providing quality marketing and business solutions in the construction and service industries - helping small business owners to more efficiently manage their companies and grow their operations.
Chris Lonergan has previously contributed to and/or been featured in PM Magazine (Plumbing & Mechanical | Contractors x Engineers), theNEWS (ACHR - Air Conditioning | Heating | Refrigeration), Service Roundtable's blog, inPAINT Magazine, the SMB Marketing Agency Show, and the Green Industry Podcast. Chris is also a past SGI/CertainPath breakout session presenter.
