Measuring the positives

As I approach my business and marketing planning retreat for 2011, I am reminded to look back at where I’ve been with as much enthusiasm as I look forward. I have to admit that I am more likely to have enthusiasm for what lies ahead and criticism for what’s been left behind. For me, it’s easier to have hope about something yet to come than to see the successes-not-the-failures passed.

Today I’m doing a turn around. Today, I’m looking back on the positives of 2010 and how I’m going to apply them to the future.

I learned a lot from the columnists who share the pages of Biz2Biz digital magazine. I gained a better insight on my role as CFO and how each decision I make can be tracked to the bottom line. I learned how little things can make a difference and how valuable perspective can be. 

I gained skills as a leader of my business, my time, and my passion. I learned how to better organize each of these roles, which individually could occupy all of my energy if I let them. As many of you know, I’m a single mom, too, so family and the responsibilities of home, hearth and happiness have to join the plate in heaping big amounts.

I learned about new media, sales cycles, social media and small business champions. I was inspired by others who jump out of bed everyday to climb the Mt. Everest of entrepreneurship. I mentored those with aspirations to start the trek. I shared a cup of solace with those whose dreams were dashed, and cheered for those who found their mark. And all the while I edited, edited, edited.

It’s been a good year.

B2B Bingo by Janie Clark: Who's minding the store?

B2B Bingo by Janie Clark: Who's minding the store?: "When business messaging isn't so haute. As a communications strategist, I am always looking at business messaging with a critical eye. I ..."

Who's minding the store?

When business messaging isn't so haute.

As a communications strategist, I am always looking at business messaging with a critical eye. I see typos and taboos like a hound dog sniffs out a rat. We all make mistakes, but when communicating with our potential customers -- whether in an advertisement, an email or a text message -- what you say or don't can make or break the bond. 

That goes for verbal messaging, too. How you greet a customer when they enter your store or telephone the office is just as important in this sequence of successful communications.

Yesterday I found two rats in the game that were so disturbing I have to blog it out. 

I made a call from the car about a piece of real estate. The path was confusing enough-- the sign in the front yard had four or five names and telephone numbers. I dialed one and was given another number -- verbally -- which is a difficult task when you're driving. From there I was transferred to another number and asked to hold, and while I was waiting my call dropped off. Now I'm back to square one. I looped through the pattern twice before I gave up. 

I still don't have the information I wanted. They don't have the sale. 

Later I was at a block party in an upscale shopping center in Rogers. I visited one store three times, even tried on something, and was never greeted by the owner or staff. Never. Nothing. And, we might have purchased the item we tried on if the situation had been different.

So, who's minding the store?

It's not fair ratting them out without being constructive in return. Here are three points to consider in your business messaging.  

1.  Establish a experience protocol. What you do want your customers to experience when they contact you?  Remember, they've taken the initiative to respond to your stimuli (whatever that is), which you've spent good money to acquire. What's in it for them? Write out the story you want to tell, the experience you what them to have, then make sure every step in your protocol supports it. Test it. Refine it. What will be their final message about your company?

2. Create an immediate bond.  Let's face it, there are some basic dos and don'ts. A company that doesn't greet people who walk in the door simply won't be in business long. Even the sub makers at Firehouse Subs look up from what they're doing to welcome you when you walk in their door. Every one. Every time. Make no mistake, that's no accident. 

3. Find a way to reconnect. Invite people to return to your business at another time. Whether it's a business card, a sample, or news about an upcoming sale, extend an invitation to return. Invite them to join your email list, your loyalty program, your taste of the month club.

If you are on the phone you might ask for their name and number if you must put them on hold. One of my favorite examples comes from my phone carrier's support protocol. Not only do they establish an immediate bond -- an exhange of first names -- but they get my telephone number so they can call me back if (read: when) we get disconnected. And they tell me that's what they are doing. 

So much of business is common sense, and yet it's the uncommon we gravitate to. Remember to be good to your customers... or they are likely to become someone else's!

Networking with Sir Richard Branson

If you've been working on the business start up idea of the century, you could win a day with Sir Richard Branson on his Necker Island in the British Virgin Islands. Or you could pay your own way with a cool $40K.  

Either way, you'll be rubbing elbows, knees and toes with a cross section of the world's top business visionaries in internet marketing, manufacturing, investments and trading, fitness and wellness products, software and consulting. And, let's not forget the opportunity to brainstorm with rebel billionaire Sir Richard Branson about your winning business idea.

All business? Of course not. It's a private island for heaven's sake. Plan on a little adventure, camaraderie and fundraising in between. MBA founder Yanik Silver says the event is not on corporate team building or motivational development. It's an all-inclusive adventure outing that encourages high-level networking and powerful connections that "can only occur outside normal business settings."

The competition is the work of Maverick Business Adventures and Joe Polish's Centurion MasterMind Group. Joe Polish is the founder of Piranha Marketing and creator of the Genius Network Interview series. The trip is just one of the 50 prizes being awarded for the most promising start-up businesses with high-growth potential in the competition they call, Startup Open.

The competition coincides with Global Entrepreneurship Week 2010 (GEW) Nov. 15-21 staged internationally by universities, colleges and entrepreneurship-focused organizations who are looking at ways of conducting business that can improve lives, build economies and expand human welfare.

The inaugural event of GEW was held in 2008. Last year, more than 7.5 million people took part in some 32,000 events across 88 countries. This year 10 million people in 102 countries are expected to participate.

 

Better hurry. Registration for Startup Open closes Oct. 31. http://www.startupopen.com/ for complete details.