Just recently I received a renewal notice for my RAC membership. I have been a member since 1975, so I guess that qualifies me as a loyal customer. The cost quoted was £335 which, to put it mildly, I considered a bit steep. Instead of allowing the thing to renew via Direct Debit, therefore, like I usually would - sloth is a wonderful thing when it comes to customer loyalty - … [Read more...] about Loyalty: Too Often Taken For Granted?
GOOD SERVICE As regular readers of this column know only too eel, I have a tendency to use it to get off my chest a few home truths about some unfortunate business practice or other. It is a fact, supported by several bits of consumer research over the years, that in good old Blighty we really don't like complaining about poor service. Only one in ten actually does … [Read more...] about Good Service
GENERATING LEADS Can you generate too many? The received wisdom is that profitable business, on the whole, comes on the back of the principle that you have to kiss a lot of frogs... As digital marketing takes an ever-greater share of the marketing budget, especially in the small business sector, and as social media tools like Twitter generate an ocean of verbiage - … [Read more...] about Lead Generation: Quantity v Quality
Sales For nearly everyone I speak to, sales (or the lack of them) is a major and ongoing issue. Many small businesses have no individual in the organisation with the word 'sales' - or alternative descriptor - in their job title. All business comes through the magic of the phone somehow always ringing often enough to keep the wold from the door. For those that do have a … [Read more...] about The Secret of Success: Persistence