Archive for the ‘Marketing’ Category

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Is networking all it’s cracked up to be?

Tuesday, September 28th, 2010

Have you noticed that lately everyone seems to be attending networking breakfasts, lunches, events?

If you are a small to medium business, networking is a powerful way to establish strategic relationships, find work and promote yourself at a very reasonable cost.

Here are a few statistics you might be interested in. A referral generates 80% more business then a cold call (and like most people you probably hate cold calling!). Networking produces approximately 70% of work for small businesses. Most people you meet have around 200 contacts that are potential referrals, so basically the most important thing to remember is it’s not who you know but who knows you!

Yet, many people are very uncomfortable marketing themselves, so here are a few tips.

You want to make a good impression because people buy people. Wear a name badge if you are at an event, always carry a business card, smile and show an active interest in the people you talk to. Dress appropriately – ‘perception is projection’ – so project the image you want people to see. Be yourself, authentic and sincere, but also polite and diplomatic.

Remember that the purpose is to build relationships, not make a sale. NEVER ask for a sale. And always follow up.

Networking can be an amazing marketing tool for any business. And luckily for those of us who are unsure or nervous, there are experts who can help you promote your business in one sentence, approach people with confidence and get others to approach you.

So what are you waiting for?

Posted in Marketing, Sales | 1 Comment »

Entrepreneurs: born or bred?

Sunday, September 19th, 2010

What makes someone successful in business? Were they born to it or did they learn it?

For some entrepreneurs, such as Aimee Marks, the path to success has been through a university course. Despite getting the idea for her biodegradable tampon company, T.O.M Organic, at school, Marks decided a university course would develop her product and company in a more thorough manner with a secure network of mentors to support her.

“The course taught me the fundamentals of launching and growing a business, and helped me avoid mistakes,” she says. “But ultimately entrepreneurship is about passion. If you are not really driven by an idea, no course will turn you into an entrepreneur.”
And many would agree, there are countless stories of successful entrepreneurs who have turned a unique idea into a thriving business through personal dedication, without the benefit of a university course.

One such team are nephew and uncle, Sean Condon and Tom O’Dowd, who are cashing in on the current Power Band craze. Thought to improve balance, strength and stability, the band has no medical foundation but many are convinced of its bohemian effects providing an annual turnover of more than a million dollars.

Condon basically fell across the band during a paddleboard lesson in Bali, the instructor telling him of its benefits. Recognising potential he convinced his uncle to join him in buying the Australasian importing rights.

As with many entrepreneurs, Condon and O’Dowd treat their business as a job and work hard to promote the band. A carpenter by trade, O’Dowd does not profess to understand the reasons behind the power of the band but saw the potential and ran with it.

Perhaps the answer is that it depends on the entrepreneur.

Posted in Economy, Management, Marketing, Planning | No Comments »

Going Backward is Going Forward

Tuesday, September 14th, 2010

Technology in business is all very well, but chucking it at everything that moves is a bad idea. Possibly the worst case of this is something all of us have been frustrated by at some point in time: machines answering the telephone.

Funnily enough, if I go to the effort of calling a company on the telephone, that will always mean I want to speak to a human being who has the capacity to think independently in order to resolve my query or problem. The only possible instance of my being happy to hear an automated voice on the other end would be if I called the speaking clock. At all other times, I want to speak to a member of my own species.

Some, admittedly, aren’t that bright, but even they can at least understand the need to pass my call to someone of higher intelligence.

Machines that answer phones when a perfectly good human being is sitting sipping coffee alongside it are pointless. Plain old voice mail/answer phones usually mean you have to call back because your call will be ignored and faulty technology blamed.

And “Press 1 for this, and 2 for that” systems simply need blowing up.

Here’s how that baby goes: You pass through a couple of minutes of such nonsense (often up to five or six options) so that your call can supposedly be directed to the most appropriate person/department to deal with it. As soon as that person answers, you launch into a five minute frenzied rant to express your problem before the person who has been listening or more probably doing a crossword tells you that you’ve arrived at the wrong department, at which point you’re forced to listen to five minutes of elevator music before (hopefully but not always) the right person does answer.

So it is with great joy that I see Zurich Insurance has recently announced a wondrous blast back to the past: real-life human beings answering telephones in their claims department.

Moreover, humans who are happy to give you their full name and not quote some silly data protection rule that doesn’t exist so that they can remain anonymous and avoid anything they say wrong coming back to haunt them.

Posted in Customer Service, Management, Marketing | 1 Comment »

Yes – Australia needs its connections!

Monday, September 6th, 2010

Australians are fantastic innovators. We’re the creators of the cervical cancer vaccine, bionic ear, electric drill and boomerang! But to maintain our lead in the world, an excellent broadband network is absolutely essential.

Finland was the first to recognize the importance of the Net, declaring into law the right of every citizen to broadband access. Now the US is following suit, considering a plan for free or very low-cost broadband connections for every American. So where is Australia in all this? Are we keeping pace?

According to, yep you got it, Labor statistics, Australia trails the world with the fifth most expensive network and is seventeenth in terms of take up with only 23.3% of people subscribing. Now that’s an interesting statistic, because if the Net is so important why are so few of us using it? Perhaps it is price, perhaps it is speed but it is definitely not age with many pensioners happily booking trips, making purchases and posting their bridge scores online.

The Internet is vital to the new digital economy. Not only does it allow scientists, economists, sports enthusiasts and all our amazing educators to share information with immediacy and relevance, it is depended on by millions of people everyday as a major form of communication.

Imagine any business thinking about operating without an Internet presence? How would anyone find them or know what they do? If you don’t have a business website you are simply not known. I wonder when was the last time anyone dusted off their Yellow Pages and actually looked up a number? Nope, I’m pretty sure all of you searched online.

It is now possible to work from a distance. Employees can interact effectively and efficiently without actually going to a fixed workplace. The cost cutting to businesses is phenomenal. But most of all, we must be able to communicate with speed to keep up with every latest development that spins by, only to be replaced with astonishing speed.

This is the essence of the Net and this is why Australia must support a world-class broadband network.

Disclaimer: My presentation “Ten Ways to Double Your Sales Using Technology” uses broadband.

Posted in Economy, Management, Marketing | 1 Comment »

The Lost Art of Customer Service

Wednesday, June 23rd, 2010

In Stanley Kubrick’s 2001 A Space Odyssey, the nemesis of the movie was a computer called HAL. Its voice sounded exceptionally friendly and it made all the right noises and if it had possessed a face it would have been smiling inanely. Yet all the time it was trying to kill the humans it was meant to serve.

Call me cynical, maybe even a conspiracy theorist, but it seems that some companies have been able to replicate the essence of HAL and insert it into their “Customer Service Specialists”.

These people are not literally trying to kill you, of course, merely destroy your will to live whilst dealing with the company they represent. They speak in reassuring tones, nodding and smiling at everything you say, and then they hit you with their pre-programmed responses defined by the system within which they have been ordered to operate.

I think customers become annoyed because they believe the descriptions pinned to the lapels of these people. If you went into the bank with an enquiry and the counter clerk said to you: “Yes, you need to go and talk to the robot over there,” you would have little expectation of a favourable outcome because you would know the robot’s parameters were limited. Instead, you are actually informed that you should speak to the “customer service specialist”, and herein lies the misconception.

“Customer” – You

“Service” – Providing appropriate assistance

“Specialist” – Highly trained

Put all those together and you naturally believe that this person will be able to listen to your particular request or gripe and then use their knowledge and most importantly, their discretion, to tailor a personalised solution.

A human should be able to do this, but not when they are working within strictly imposed company guidelines. When you remove the option of discretion, you often also remove the entire concept of customer service and you effectively end up with a robot. You can almost see the confusion behind their smiling eyes.

We are not talking about complex customer requests here. The other day, I asked my bank (the Commonwealth) if they could split my personal credit card limit, and allot one half to a new business credit card.

Apparently this was impossible!

The only solution was that I would have to stand around and wait for someone to carry out the necessary paperwork to apply for a new card. And I mean stand around, as there were no chairs.

I asked why this person couldn’t just take all the details the bank already had about me, complete the form and send it to me for signing, but this data option was not pre-programmed into my CBA “customer service specialist”. I left!

Later when I called to offer feedback, I was informed that what I had asked could have been carried out, but that it wasn’t company policy. This person further admitted that it would have been within the realms of possibility to direct my backside towards a chair whilst I waited. Obviously, because robots do not have muscles that tire, they cannot grasp the human need to take the weight off.

In reality, to blame the individual “customer service specialist” is a little harsh. The real problem is with the management who do not allow the human factor to come into play with their customer-facing staff. The only genuine reason why this might be good business practice is if the people they are employing are not very bright and cannot be trusted to think for themselves lest they make a reckless decision that triggers a whole host of problems.

If this fear is preponderant, then they should pay higher wages to attract brighter employees. The payoff would be a much happier clientele, and increased revenue through an enhanced customer service reputation.

Fortunately, some companies do get the point. I have experienced quality customer service on a couple of occasions recently, where the specialist really deserved their title. Then again, all they had to do was listen to what was being said, and possess the freedom to act unilaterally to resolve the issue.

It is a sad reflection of the state of play, however, that when you have such a positive experience with customer service personnel, you’re left feeling that something strange has just happened.

Companies need to give their employees the opportunity to provide the best customer service where it matters – on the ground with the customer. They have to be given the go-ahead to become human again, and to stop behaving like robots.

PS The partly completed form arrived in the mail a couple of days after my “feedback” and after I had arranged a business card somewhere else!

Posted in Customer Service, Management, Marketing, Sales | 2 Comments »

Good References are Gold

Sunday, May 23rd, 2010

When companies are deciding which firm can best represent their ideas, values and products, there must be a level of trust.  They must feel confident that you have done this type of work before, and that your customers have been happy and gained directly from your efforts.

There is no better marketing tool to prove your value than a customer reference.

Getting a Reference

Many business people think that a reference discussion begins after a deal is closed, you’ve completed the work and everyone is happy.  Actually, that is when the conversation ends.

The first time to talk to a customer about becoming a referee is when you start your selling process.  “I know I am the best partner for your growth and fully expect you to be so happy with my work that you will become one of our best referees.”  Each time you meet with the customer, talk about the reference process.  The client will be thrilled at all of the free publicity they will get and happy to promote your services if they think you did a good job.  By the time you have finished your work with the customer, asking them to be a reference will be an easy conversation.

Creating a Reference

Everyone expounds on the importance of customer references, but no tells you how to create them in a manner that will capture interest and attention.  The first tip is to keep them short.  Describe the customer in a brief sentence and succinctly state their problem. Immediately follow it with the solution you provided and the results that were achieved.  Each reference should have a quote.  The more specifics you can provide the better.  Make sure to obtain your customer’s permission to share their reference information.

Presenting a Reference

There are no shortage of ways and places where you can use a reference.  Use them in articles, speeches and press interviews. Send them to prospective customers.  Put them on your website.  Take them on sales calls.  Be prepared with phone numbers and e-mail addresses so the customers can talk to the referees directly.

References can be the difference in an economy where customers are savvy and slow to spend their limited resources.

Start talking to customers about becoming a referee in your very first conversation and present them in a clear, concise manner that will give prospective customers the information they need and the confidence that you will help them succeed.  As your references grow, so will your business.

(c) Michael Harrison 2010

Posted in Marketing, Sales | No Comments »

Lessons from Lara

Tuesday, March 16th, 2010

Bang, clink. What was that? That was the sound of Lara Bungle – sorry, Bingle – shooting herself in the foot just before her engagement rings falls to the floor. It’s fair to say that this woman is not about to set herself up as a business guru any time soon.

Okay, maybe her career had slowed, but she had a fiance and 4.7 carats on her finger and a $6 million Bondi apartment she shared with her now ex-fiance according to latest news reports.

It all started with the publication of a photo of her taken whilst she was in the shower by her ex, AFL footballer/knuckle-scraper Brendan Fevola. He allegedly  released the pic to his mates (as you do) and it ended up in a magazine. Bingle became a victim and garnered considerable sympathy. She said she would sue Fevola, and no one blamed her for that.

Then celebrity publicist Max Markson rode into town and swept her up and away from Sympathy straight into Desolation. Instead of building on the sympathy vote, his representation has managed to turn the entire country against her, which is perhaps not the marketing solution she had hoped for. Having announced that he would transform her into a $1 million multimedia package, even talking about a spin-off reality television show, Markson managed to secure a reported $200,000 for a tell-all interview for Bingle with Woman’s Day magazine. If the intention was to create even more sympathy regarding the boorish behaviour of Fevola, it didn’t quite pan out that way. Seen as cashing in, Miss Bingle instantly lost her victim status.

Not the desired marketing solution

For one thing, Bingle is throwing stones at Fevola from inside her own glass house, which is never a good personal marketing strategy. She should have remembered that she was seen as a marriage-wrecker at the time, as Fevola was not single. She might also have paused to assess the current view of her, which from some angles is that she is a money-obsessed WAG to her ex fiance Michael Clarke, cruising around in an Aston Martin whilst sporting an engagement ring that cost half the price of an average Aussie house.

It’s also been noted that Clarke’s cricketing career has not been helped by their relationship; in fact, according to the media he has been told by cricketing officials that if he doesn’t sort his head out very soon, he won’t be playing Test cricket any more.

In New Zealand at the time, Clarke had stern words with Bingle following the magazine story and Bingle was then seen leaving their Bondi pad and heading off to stay with friend and DJ Carl Kennedy. Clarke then left his Australian teammates and returned to Sydney to an empty home, although Clarke’s agent, Chris White, has denied that the marriage is off.

The other problem Bingle has to contend with, apart from being susceptible to bad advice, being happy in adulterous relationships, and being a blatant WAG, is that she doesn’t seem to be too bright, even for a 22 year old. Whilst this can win the “aahh bless” vote from some people, it can become very irritating when practiced as an art.

Case in point: when she became the face of the “Where the Bloody Hell Are You” campaign, The Daily Telegraph asked her how she felt about being a Cronulla girl projecting a positive image of Australia just months after the race riots that so badly marred the Sydney suburb. Instead of actually knowing about the riots, or even pretending to – given that they had been stated as a fact by the journalist – she chose to admit that she had been modelling underwear in Italy and was not aware that any riots had taken place. In other words, she didn’t keep up with the news and none of her friends considered it important enough to mention to her, which either says something about their priorities, or reveals that they don’t think the presentation of such facts, or conversations of that sort, are worth bothering with where Bingle is concerned. Much as you wouldn’t waste your breath giving a seminar on grammar and syntax to George Bush.

As for Markson, on second thoughts, perhaps he’s actually more of a business strategist than we give him credit for – except that his eye is on his own business rather than his clients’. If Bingle did receive $200,000 for her story, he’s likely to have earned over 10% of that for himself.

In Bingle’s defence, celebrities shouldn’t really have to ask whether the publicity that their publicist is planning is likely to screw their career; it should be taken as read that publicity is intended to prolong a career and provoke a positive public response.

Posted in Management, Marketing | No Comments »

Want great service – try this hotel

Friday, February 12th, 2010

I’m so used to getting poor to mediocre service that good service is worthy of a special mention.

When I checked into the new Novotel at Brisbane Airport today the General Manager, Mr Alex Penklis, stopped by for a chat. He didn’t know me from Adam but he knows how to impress guests.

The service in the restaurant reflected his touch. The delightful young lady who served me took time to ask where I was from and engage in a lost art – called conversation.

Compare that to two other experiences this week. One at a hotel in Launceston, and the other at a Car rental company in Sydney. Both times employees blamed their bad service on management cutting staff numbers.

All of which proves attitude and leadership drive good service.

Posted in Customer Service, Marketing | No Comments »

China: The Distinction Between Power and Greatness

Friday, February 12th, 2010

Why should Australian business care about the direction China’s economy takes? Why should we care if the Chinese are buying U.S. debt by the bucketful? Why should we care about the new trade sanctions put in place January 1, 2010 by the U.S. on Chinese goods?

What does all of this have to do with small business in our country? Well, China is one of Australia’s most important trading partners. That affects the Australian economy in ways we have yet to imagine.

So, over the past few weeks I’ve been researching business activities in China – everything from lending policies, a growing middle class and expanding base of manufacture.

My conclusions? Indeed, China is a powerful country and a major player on the world economic stage. But it is not a great country.

In effect, the Chinese sabotaged the climate change talks in Copenhagen at the end of the 2009. Of course, this summit of world leaders and scientists had little teeth to begin with, serving in an “advisory” capacity to world governments.

China, a country that tops the list of polluters – pumping even more filth into the atmosphere than the U.S. – refused to budge on their pollution control policies. Why? Well, China simply doesn’t have to play ball with the Western nations. It’s that powerful a force in the world economy which, as small business owners, we recognise as having a direct impact on our business.

Need a new product fabricated and manufactured? Chances are, you won’t use an Australian-based fabricator when you can get the same job done in China at half the price. Long live our great nation, but business is, well, business. National pride often takes a back seat when it comes to the cold, hard realities of global economics.

No one questions China is a powerful nation. Its holster is jam-packed with nuclear weapons – enough to annihilate the world. It has an almost endless supply of cheap labour to develop a powerful manufacturing base. It has a government that encourages a little bit of private, albeit, highly regulated private ownership. China is slowly marching in to the new millennium in some ways.

In other ways, China remains a repressive regime, strongly centralized and tradition bound.

What defines greatness?

Read the article at http://strategies.com.au/art1002a.html

Posted in Customer Service, Management, Marketing | No Comments »

Response from Hahndorf Resort

Sunday, November 22nd, 2009

In the interests of fairness I have published a response received from Hahandorf Resort.

“Following our phone conversation yesterday we would appreciate it if you were to consider removing the harsh comments in regards to the Hahndorf Resort.

We understand your disappointment in the conference, but we would appreciate at the least if you could remove certain phrases which you have pointed out in our conversation. Yes, your comments want to reflect the truth of the situation, and we do respect the right of everybody to express their view, but in this instance I believe that some of the comments can be misconstrued to the detriment of the Resort, and that is not a true and fair criticism as seen by yourself.

I would first of all like to point out that we work very hard and with passion in everything that we do at the Resort and it is very disappointing that it did not seem this way to you.

In regards to your heading, we would like to see the removal of “(and probably soon to be out of business)”-this might indicate to some people reading your Blog that the Resort is under financial pressures and that will influence future bookings that will affect employees and the local economy, and this statement is not true or correct.

As much as you are very disappointed, we have a number of companies that have enjoyed their conferencing and the way we conduct our business.

In reference to your comments in regards to “use by date” the packaging was Best By Date-there is a big difference and it seems in your quotations that ALL the cereal was out of date which is once again not true and correct. It was only one brand of cereals out of 7 and in someone reading your comments would think that ALL the cereals were out of date! And even though we realise now and it’s not a policy of the Resort to even offer anything best by date on that date and we have taken measures to ensure this does not happen again, it was only one day out of best by date. In reference to the yoghurts, again it was best by date by 1-2 days.

In reference to the Butters, I did not see the date and the instruction was to just throw it all out and take a new box off the shelf.

In reference to your comment “the game is up” I think that is very unfair as I can assure you it is not a game to us and that all of a sudden food that was in date did not just “come out”. It can be misconstrued by the way it has been written, that we use all our out of stock products first before putting out our in date stock.

In regards to our Gourmet biscuits, I think that is an unfair comment also, as it only seems that what we classify as our Gourmet biscuits and in your comments it seems that the only products we put out there are Monte Carlos. The Gourmet biscuits that were used in afternoon tea were Kez’s Kitche and yes because they are very rich, following past feedback from other conference groups as mentioned to you before, that some guests do prefer the Monte Carlo and Kingstons that we do offer. We do not reduce the number of Gourmet biscuits that are provided for each guest, we just actually add extra of the other two types to ensure we cater for all.

In reference to your pizza comments, we believe it is a harsh criticism as we know the produce we use and the marinating is way above the quality of Pizza Hut, especially in our chicken pizza, but we all have different taste buds and if that is your assessment of our pizzas then we accept that. A few days later we catered for British Aerospace executives ( who had the pizzas) and a group of 20 medical doctors( who had a dinner) and it is their second time at the Resort in 12 months and our catering, preparation and our service was exactly the same and they were more than pleased with the quality and the taste of our Pizzas.

In reference to me blaming the staff and suppliers, yes I had just been honest with you and even though the buck stops with me at the end, I just expressed my disappointment in the supplier so you can understand that it is not the Resorts policy or the way it does business and it was the supplier that let us down and our lack of vigilance that let us down too. And it also did not help that our experienced girl whose job it was to set up that morning was involved in a car accident, which left us in an awkward situation in trying to get everything ready on time. You must also appreciate that it was not just a minor accident and all the rest of the staff were very concerned about Jenna including myself as it only happened approximately 15 minutes before your breakfast started.

Michael your comments are justified in some areas in which you were disappointed and in that regard the Resort has lost a client, but I don’t believe that its fair that your comments can be read and for any person that was not at the function, and that the information will be misconstrued. You know how tough it is out there and  we realise that the mistake that was made has cost the Resort dearly, as well as the casual employees that depend on the Resort for their livelihood. We would hope that as a professional businessman that you will take our request of the above matters seriously and make the alterations to your Blog as soon as possible.

Just to inform you the Resort has given the organisers a full credit for the breakfast and have sent them a new invoice.”

Posted in Customer Service, Marketing | 7 Comments »

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