When I bought my house 4 years ago, I made the decision to start relying 100% on my cell phone. Seems like the only people that actually used the land line previously were telemarketers, and I certainly didn't care about keeping in contact with them.
At the time, this was a new phenomenon, but not anymore. Today, 20 million households have cut the dependence on their land line.
Currently, it seems that the majority of people who have done this are lower income and younger, but I predict the trend to expand rapidly in the older, more affluent demographics. My mom is a perfect example. When we need to get a hold of her, we first call her cell phone. Most of the time it doesn't even occur to me to try her home phone first, because 90% of the time, she doesn't answer, and then I am just going to try the cell anyway.
Between the decline in Yellow Page usage, and now land lines, traditional phone companies are going to have to keep looking for innovative ways to keep income flowing in.
Monday, September 29, 2008
Tuesday, September 16, 2008
No Easy Answer
It seems like you can hardly turn on the news anymore without hearing about the price of gas, or the economy in general. Whenever pocket books tightened up, I often feel the tension exuding out of those I work with.
It's at these times we all need to remember there is no miracle cure. There is no ONE THING that is going to come down on you like a bolt of lightening, causing customers to break your door down.
Instead, it is even more imperative that you evaluate your long-term marketing plan and commit to it. It sounds like an easy answer to pull back a little bit of advertising here and a little bit of marketing there. But, when you do that, your sales will erode as well.
And, above all- make sure you are tracking each and every lead. Because if you can identify what is working, then you have the justification to tweak and move dollars around.
And, although there is no easy answer, it is this dedication that will lead you around the bend.
It's at these times we all need to remember there is no miracle cure. There is no ONE THING that is going to come down on you like a bolt of lightening, causing customers to break your door down.
Instead, it is even more imperative that you evaluate your long-term marketing plan and commit to it. It sounds like an easy answer to pull back a little bit of advertising here and a little bit of marketing there. But, when you do that, your sales will erode as well.
And, above all- make sure you are tracking each and every lead. Because if you can identify what is working, then you have the justification to tweak and move dollars around.
And, although there is no easy answer, it is this dedication that will lead you around the bend.
Tuesday, September 9, 2008
The Smallest Gestures
A few weeks ago, I ventured over to a new dry cleaner in my neighborhood. There was no particular reason for the switch, other than I had been going to a "bargain basement" place, and something about it had me crossing my fingers every time I dropped something off there.
The new place is more expensive, and a little further drive, but I thought I would try it out. I dropped off my items, picked them up a few days later, and normally, that would be the end of the interaction until the next time I spilled salsa on my wool coat.
But, a few days ago, I received a hand addressed envelope in the mail. I thought, "It's not my birthday," so I curiously opened the envelope. Inside was a Thank You card. A card from my new dry cleaner. Personally signed by one of the employees.
I won't repeat the entire note, but basically, it welcomed me as a new customer, and told me they appreciated me entrusting them with my items. And, it offered me $5 off my next visit.
WOW! I don't even remember giving them my information, let alone telling them I was new. But they noticed. And, they remembered. And they told me thank you.
I was impressed. And, even though it is a little more expensive, and a little further drive, I will be going back.
It reminded me of all the little things we should be doing for our customers. A small gesture, one that doesn't cost a lot of money, can speak volumes. And, create a long-term customer in the process.
The new place is more expensive, and a little further drive, but I thought I would try it out. I dropped off my items, picked them up a few days later, and normally, that would be the end of the interaction until the next time I spilled salsa on my wool coat.
But, a few days ago, I received a hand addressed envelope in the mail. I thought, "It's not my birthday," so I curiously opened the envelope. Inside was a Thank You card. A card from my new dry cleaner. Personally signed by one of the employees.
I won't repeat the entire note, but basically, it welcomed me as a new customer, and told me they appreciated me entrusting them with my items. And, it offered me $5 off my next visit.
WOW! I don't even remember giving them my information, let alone telling them I was new. But they noticed. And, they remembered. And they told me thank you.
I was impressed. And, even though it is a little more expensive, and a little further drive, I will be going back.
It reminded me of all the little things we should be doing for our customers. A small gesture, one that doesn't cost a lot of money, can speak volumes. And, create a long-term customer in the process.
Subscribe to:
Posts (Atom)
