Don’t Believe Everything You Think

It’s easy to get stuck into ruts mentally. Many times, when we come up against something new or different, we may try to fit it into the structure for similar information that already exists in our brain. By doing so we may miss something different and important about this information.

I have a friend, who I work with occasionally, who talks a lot about the beginner’s mind and how to utilize that beginner’s mind on a regular basis. When we utilize our beginner’s mind, we see things as new and different, rather than immediately putting it into a category in which it may or may not belong.

As children we would try something again and again until we mastered it. It wasn’t as if we tried to walk, stood up, fell down and thought, “Well that’s that done.”

When you activate your beginner’s mind, you are more open to whatever comes up. You may hear something from an employee, colleague, or guest, that you might easily dismiss if your mind is only open to one structure or one way of thinking. However, if you take the time to open your mind, you may find that this different idea or concept has a great deal of merit that will help in business or your personal life.

This quote says it all:

“If your mind is empty, it is always ready for anything, it is open to everything. In the beginner’s mind there are many possibilities, but in the expert’s mind there are few.”

– Shunryu Suzuki

Taking time to examine the different concepts we may hold and see if the concept we hold is the only answer to a question. Perhaps it is one of many answers to the same question. Open your mind to a myriad of ways of looking at the world, your business, your job and everything else in your life.

If you disagree with someone, take a moment to examine their point of view and see if perhaps rather than their point of view being wrong, it is your unwillingness to reassess what you believe. After all, the world is full of right answers.

A tip of the glass from me to you!

A Simple Way to Boost Sales

Not everyone who is ever going to purchase from your business will do so the first time they come into contact with you. Yet most of the time, businesses let these possible customers slip through their fingers and into the database of one of their competitors.

So many businesses miss the very simple step that leads to increased sales and loyal customers… ask for contact information when a consumer who is not on your list, comes into your business. Do as much as you can to get not only an email address but a street address and phone number as well.

While it may be easier to get an email address, it is also easier for people who receive your emails to delete them without reading them. When you open your email every day how many emails do you delete without reading them? If your email inbox is anything like mine, the first time I open it each day I can find up to 50 or 60 emails that I go through and delete. This is after I spent an entire day a couple of weeks ago unsubscribing to things I never asked to receive.

Emails are a handy, and inexpensive way of reaching people, but most businesses, when they send emails do not check the open rate, click-through rate or purchase rate that the emails generated.  According to HubSpot the overall average open rate across all industries is 32%. That means if you send out an email to 1,500 people, 480 of those recipients actually opened it.  The average click-through rates are anywhere from 3 -6 (14.4 to 28.8 people) and a small percentage of those will actually buy.

You never know when a postcard or other missive through the post or a phone call combined with an email campaign may bring more interest and more attention to your business and your products.

But whatever you decide to do, start collecting information on everyone who comes into your business. You may not have sold the visitor something the first time s/he comes into your business but if you don’t know how to contact them, you never will.

A tip of the glass from me to you!

Creating Brand Loyalty

I came across an article in Marketing Profs today by John Miller, the title of which caught my eye, “ Brand Love is Bull****…So Now What Do We do? Five Things.”

While I don’t agree with his premise, I do agree with some of his ideas. I believe that consumers do get to love or be attached to a particular brand. I know because I am attached to brands. I can think of two brands that I have no intention of changing now or in the future.

The first is (not surprisingly) Apple. Every computer I have had has been an Apple, as have my phones, tablets, and music system. If I am looking for anything in that area, I first make sure that Apple does not have a product before I start researching other brands.

The second product that I am not likely to change any time soon is the granola I eat for breakfast most days. “Not Yer Momma’s Granola” is made locally by a group of women who used to make it for their children and decided to create a business around it. It is terrific.

In both cases, I have found the products to be reliable and good value. Even more importantly, when I have had a problem with either product, the companies have helped me in finding solutions. The people on the phone have been helpful and friendly and treat me as if I am important to them.

I don’t believe that every person who walks into your business is going to fall in love with your brand or products. However, there are those that will and they are worth their weight in gold. They may not buy the most from you, but they will talk about your product to others and encourage them to buy. They will provide important word-of-mouth promotion to many others who may not know about you.

Mr. Miller does offer some good advice and tells us to keep promoting always, don’t rely on campaigns that have specific start and finish dates. He also reminds us not to be pushy. It is good to promote your products but easy to turn people off if you make people feel uncomfortable with your techniques.

So, create a great product, treat people well and when they have a problem (whether or not you think it is valid) be helpful and find a solution.

A tip of the glass from me to you!

Take a Step Back

The approach of summer and the good weather during this season bring more customers out of their houses and into your winery, store, restaurant or other retail business.

During the height of the busy season, it is often more of a challenge to provide the levels of customer service that encourage people to buy your products or services and to return. To accomplish your sales and service goals during the busy season it helps if, before it starts, you have a plan. So take a few minutes to create a plan for your sales and service team (if you are an owner or a manager) or for yourself (if you are on the front lines).

How are you going to ensure that each customer is treated well, appreciated and given the attention s/he needs to go away with the opinion that s/he is a valued customer?

Here are a few tips:

Put Your Assumptions on Hold

Unless the person who walks through the door is a regular customer, try not to make assumptions about who they are, what they may or may not know or whether they will buy or not.

Give the Customer a Chance to Talk

Ask the customer questions that will give you the information you need to meet their needs and expectations. When you are giving the customer the answers to their questions, you can also work in how you can fulfill their needs and expectations.

Make the Customer an Insider

What do you know about your product or service, company or owners that your customer might like to know and pass along to their friends? Most of us like to have information our friends don’t have. Also never underestimate people’s willingness to buy to impress their friends.

Let Customers Know You Like Them

• Give your customers something they weren’t expecting.
• Let them know you enjoyed their visit.
• Thank them for coming.
• If you have the opportunity walk them to the door.

These are simple tips that will make customers buy from you, return to buy more and recommend your business to their friends.

A tip of the glass from me to you!