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Get It Right
Inaccurate information can cause problems that range from the minor - misspelled names on billing statements - to the disastrous - late deliveries that cause the customer to lose business. Take the time on every phone call to make sure the information you get is clear and accurate.Here are some tips to help you get accurate information from customers on the telephone:1. Speak slowly and clearlyStudies show that people on the phone unconsciously match the tone and pacing of their speech to that of the other person on the line. By speaking slowly and clearly, you will set the stage for customers to speak that way too - which prevents mistakes and misunderstandings.2. Concentrate on this call aloneIf you are thinking of something else while the customer is talking, you could easily miss important information. Whatever else you have to do on any given day, do not let it interfere with a customer’s phone call. Focus your attention completely on the customer call and put everything else out of your mind.3. Ask the customer to spell his or her nameWhen it comes to spelling, it is better to be safe than sorry. People’s names especially can be spelled quite differently from the way they are pronounced, so be sure to always ask customers to spell their names.4. Repeat,

ffective and functional in order to make more sales. I bring in my web designer that fits with each client's style and budget.

5. Email Marketing - Distribution Lists, Program for Email Marketing, Newsletters, Promotions - Email marketing is the cheapest form of marketing anyone can do these days but there are spam laws to follow and email etiquette you should strive to follow so you look as professional as you can. See www.spamlaws.com for more tips on what to look out for in your email marketing and you can also download my E-Book - “The Top 5 Mistakes People Make in Their Email Marketing” - .

There are online email programs you can use to really make your emails POP but remember to send people info that they want to read, not just what you want them to read. When you consult with me, we evaluate the best format and program to use for your email marketing campaigns as well as figure out how often you should send them, what to say in them and how to make more money with them.

6. Professional Marketing Materials - Business Cards, Letterhead, Envelopes, Brochure, Sales Packet, Flyer, and Postcard - whatever is necessary to reach your target market - they need to be professionally designed, printed and presented! Don't try to design your own marketing materials unless you are a qualified graphic artist, trust me, they will not reflect the image you want to project. It's not just important for them to look good but they also need to have an attention gett

Rely on Internet Local Search to Bolster Your Yellow Page Directory Category
The Internet can promote your services in unlimited relevant areas that buyers are looking forEven when they both have a website, a service business (like window blinds) has to use the Internet differently than an online business does. For example, a chiropractor needs to provide different information a trucking firm, to supply what customers search for. While they both can benefit from Local Search exposure, what information they need to provide about themselves varies greatly.Break down the limitations imposed by category thinkingWe've been trained by the Yellow Page directory to look for a business within its primary category section. But Local Search allows a person to find what they want under many more descriptive terms. They can search for a sub-category, rather than a generic listing like "contractor". They're able to find a narrowly-defined specific service or product - if a business has said that they offer it.To be listed in the Directory, a business pays for each category where it appears. But a website has no such limitations. It can show numerous specific offerings - like Dog Training, Dog Nutrition, Dog Books, Dog Toys, etc. And it can promote each area to different buyers.So your business benefits from showing up in Local Search results as many ways as possible. Go out of your way identify s

For Small Business Owners & Entrepreneurs

One thing I've found in my many years of entrepreneurship is that smart marketing is the key to success. I've worked with so many different types of small business owners, entrepreneurs, coaches and consultants from all kinds of industries and no matter what the business is; I've found that if the person doesn't know how to market it and they don't get help to do so, the business just doesn't survive.

The following 8 items are what I consider a good small business start up checklist; if you are in business or thinking about getting into business you will want to make sure you have or are working on all of these things constantly. The mix of all of these necessary items works well to maximize your exposure, credibility, expert status as well as build your database and help you make informed marketing decisions.

1. Realistically Defined Target Market - Most small business owners actually have way too large of a target market to be realistic in order to market to them all with the limited time and budget available. More than likely you might want to narrow down your market or define your niche even more with specific demographics and psychographics; then you'll really begin to see unique opportunities that might become available to reach that market. And don't forget about all your referral sources - they are your target market too! If you go to the Small Biz Products page of my website, you can sign up to receive my Free Report - “How to Define Your Target Market in 5 Easy Steps” - .

2. Marketing Plan - This plan should outline everything you could possibly do in your marketing based on who your target market (ideal client) is and the best ways to reach them including various guerilla marketing techniques, promotions, ideas and co-promotions. Then you need to stick to your well-researched plan and not get sold or steered away by random advertising opportunities. This should also include a

Publicity Plan - Including pertinent media contacts, press releases, article submissions and event listings for ongoing exposure - If you're not submitting press releases regularly to the local media, local organizations you belong to, etc. you are missing FREE opportunities to get additional exposure for your business.

Your Marketing Plan should also include an Advertising Plan - Including Timeline & Budget - More than likely you're not spending enough money on advertising, period end of story. If it's done in the right places, places that reach your target market, with a good message or headline and for a reasonable length of time you should see good results. If you only try it once or go too small or have no idea to effectively design your ad - you will not get results. Learn about all the advertising mediums in your target area, who they reach, their demographics, what kind of circulation they have based on their cost, etc.

Your Marketing Plan should also include an active Networking Plan - Including any pertinent organizations, associations, chambers or other professional group that brings in referrals or is a good venue for prospecting or business development - Pick 2-5 organizations you believe are the best to either promote your business or build your business in, join them and then become as active as you possibly can so you become the well known expert in your field. Volunteer your time generously and most of all put their events on your calendar before ANY other client meeting or job BECAUSE …these are your advertising dollars NOT being spent!

To put a quick Marketing Action Plan into effect for your business right away, sign up for one of my JumpStart Your Marketing 1-on-1 Planning Meetings at . I have a unique talent for developing just the right blend of marketing strategies for every budget and business.

3. Database - Inputted/Formatted in the computer with all Clients, Prospective Clients, Referral Sources & Contacts - you need one place where everyone you have ever known or done business with is housed in the computer so it's easily mail merged for one - sort them if you can by hot, warm or cold prospect or referral source. Then you should regularly stay in touch with your database through effective Database Marketing and Follow Up in order for you to be On the Top of Their Minds when the topic of your service/product comes up.

This can include letter and email templates, a system for following up to Hot, Warm and Cold prospects and ongoing database marketing - If you are not doing quick follow up after you meet someone/anyone then you are missing opportunities and they will forget about you. You want to follow up with everyone you meet within 48 hours and then continuously, you need to make this automatic, systematic and practical so it will get done - delegate it if you have to.

4. Website - Including Domain Name (s), Hosting, Reciprocal Links, and Internet Submission - you are missing out on sales if you do NOT have a website - but a professional website is a must, not a home-made, amateur site; that will hurt you and your credibility. It doesn't have to cost an arm and a leg, but the goal should be to inform, entice and capture - capturing the contact info from everyone who visits your site should be your most important goal - because then you can continue marketing to them either by mail or email and the more likely they will use you or refer you. The content on your site needs to also be compelling, attention getting and filled with keywords to attract the search engines. Hiring a good web designer or developer is very important and very hard to do because many have talent but some do not and say they do. You really want a web designer that also has some sales and marketing experience although in my experience, that is the hardest thing to find.

If you want a complete website evaluation on what you should do, have and how much it should cost contact me at katrina@ksawamarketing.com; I have a JumpStart Your Website service. I work on my client's websites all the time making them more effective and functional in order to make more sales. I bring in my web designer that fits with each client's style and budget.

Be the Customer: See Yourself as Your Customers Do
What do your customers experience when they interact with your business? As a mystery shopper, I help businesses see themselves through the eyes of their customers by posing as a typical customer and evaluating their service, quality and cleanliness. Was it easy to find what I needed? Were the employees polite and helpful? Was everything neat and clean? Was I thanked for my business? What happened when I made a return?Whether your business is an international retailer or a small one-person shop, what you don't know about your customers' perceptions of your quality and service can hurt you. Put yourself in your customers' shoes and test your business. Depending on the characteristics of your business, you may conduct the evaluation of your business yourself, enlist the help of a few friends, or hire a mystery shopping company to implement a formal, ongoing program. You might be surprised (pleasantly or not) by what you learn.Call your office. How long does it take to get an answer? Is there a professional greeting? What do you hear when you are put on hold? Go through the voice menus. Are any of them dead ends? How long does it take to get to a human, or at least a place where you can leave a message?Call your order line and place an order. How long does it t

Steps” - .

Is Your Employee Newsletter Management Propaganda?
It should not be. If it is an effective newsletter, it will serve the needs of readers (employees) as much as it serves the needs of the publisher (management).Let me explain how to ensure it serves employees as well as management, by reviewing four key points I make in A Manager’s Guide to Newsletters: Communicating for Results.Objectives and reader responses:First, state your objectives in terms of reader responses. This forces you to focus on your readers, and what they're likely or not likely to do. Nothing brings objectives down to earth more quickly than the reality of implementation.Now you may have self-serving objectives, such as increasing employee productivity, which is fine. But, once you state that objective in terms of reader responses, you are forced to see that objective in new terms.For example, let's say you want to increase productivity. The desired reader response might be that employees will participate in lunch hour learning sessions. Now, you have to plan and write articles that give readers some good reasons to attend.Reader goals:To find those reasons, you'll have to identify readers' goals, and which of them they can achieve through your organization. Chances are your organization can offer a stable income, but probably not the chance to become fabulously wealthy. Nor

ns, associations, chambers or other professional group that brings in referrals or is a good venue for prospecting or business development - Pick 2-5 organizations you believe are the best to either promote your business or build your business in, join them and then become as active as you possibly can so you become the well known expert in your field. Volunteer your time generously and most of all put their events on your calendar before ANY other client meeting or job BECAUSE …these are your advertising dollars NOT being spent!

Questions That Save Money
Have you ever asked a question that saved you money?Here's an example that could help with your business.When we bought new windows for our home one of the technicians cracked five of the tiles on our roof. I called the company that installed the roof a few years earlier and their representative told me that it would cost about $150 to replace the broken tiles.Then I called the window company to ask them to pay for the repairs. Their representative told me that they would send a man over to fix the tiles instead.That seemed reasonable.And to make sure this would work, I asked, "Does he know how to walk across a tile roof without breaking tiles?"She agreed to check. A minute later she called back and said, "Have the roofing company repair the tiles."So, what's the point?First, we always benefit from asking questions. If I had let the window company send someone, I could have ended up with more broken tiles.And second, when results matter, it’s worth having an expert do the job.In this case, the professional roofer took only a couple of minutes to replace the broken tiles. And the roofer did something extra: he patched holes in the tarpaper that had been caused by the broken tiles.So, the job was done quickly and done properly.There is a parallel here that appli

doing quick follow up after you meet someone/anyone then you are missing opportunities and they will forget about you. You want to follow up with everyone you meet within 48 hours and then continuously, you need to make this automatic, systematic and practical so it will get done - delegate it if you have to.

Customer Service Questions That Work: Did You Find What You Wanted?
I’ve always had a sweet tooth, so when the sugar substitute, Equal, came along, I was an early adopter.Of course, the only problem with Equal is the price per packet, which I believe is about three times as expensive as the next well-known brand, the one in the pink wrappers. Naturally, I have to have expensive tastes. To me, the blue stuff tastes better.For years, I’ve been buying Equal in the restaurant size box, with 2500 packets. This lasts me for months, and it brings the price in line with the pink stuff. But now, the wholesale to the public market I use never seems to have it in stock.I’ve tried three different locations in the same day, hunting for it, to no avail. I’ve interrogated stockers, asking them when shipments were due. It’s getting to the point that I think it may be easier to find a large, cheap, rent controlled apartment in Manhattan.Down the street is a unit of Trader Joe’s, a small boutique market. They don’t have Equal, but they do have a customer service philosophy. When you reach the register, they ask, “Did you find what you wanted?” and they seem genuinely interested in hearing and responding to your answer.They believe if they don’t have your item in stock at the time you need it, they messed up and should make inventory adjustments. The other place, which I’ll call Discount Barn,

ffective and functional in order to make more sales. I bring in my web designer that fits with each client's style and budget.

Hiring a good graphic designer is tough; many designers are not what they say they are. Ask me for a referral or have me help you - with my sales and marketing expertise and one of my talented graphic designers we can create outstanding marketing materials that will make you stand OUT from your competition.

7. Branding - Includes Signage like Nametags, Shirts with Logo, Vehicle Signs, Banner, Promotional Products and Giveaways - the more your name is in front of people's faces the better. You want people to recognize your brand on everything you do and everywhere you go. Find a good promotional products company from your local chamber of commerce or ask me for a referral.

8. Good, Reliable Vendors - Includes industry vendors as well as those for your business development like printers, mailing houses, delivery services, rental companies, assistants - you'd be surprised to know you're probably spending too much money in one or more of these areas right now. Find reliable, inexpensive sources, if you need referrals to companies I recommend, just ask me!

If you are thinking there is absolutely no way you can get all this done yourself or you just don't know how to do something on this list then I would suggest you find an expert in that field to help you. Delegate that task to someone who knows best how to accomplish it and can do it much more efficiently than you.

The cost of outsourcing such tasks far outweighs your valuable time spent trying to figure it out yourself and who knows if you'll figure it out to the best for your business? Your marketing is the most important thing you will ever do in running your business. If you don't believe that, then save this article somewhere safe and when you go out of business in 2-5 years, find it and read it again.

About the Author Katrina Sawa, Solopreneur Marketing Expert, helps entrepreneurs and independent consultants build their database of clients and prospects, determine the best ways to market their business to their target market, teach them how to network, develop follow up systems, marketing and advertising plans and find ways to get free or low cost publicity which all lead to more customers and increased sales!

Katrina has been named "The Networking Queen" by her peers and clients ever since she founded her business in 2002. She was always found out mingling at chamber of commerce mixers, business networking events and expos and any event she could attend where her target market would be in attendance. Consistent networking and follow up is the primary reason Katrina has been so successful in her business.

An avid gardener, party planner and softball buff, Katrina enjoys the sunshine of Northern California. She grew up not too far from the Sacramento area and then received her B.S. in Business, Marketing Concentration, from California State University, Sacramento.

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Traditionally, the hotel used to be a place of living for some period of time, though the time changes and modifies the usual demands to the convenience and service in particular. Reflecting the downside demands presented by another year of record benefits, the lodging industry finds itself at a five-year low for customer comfort, according to the 1998 industry data of the American Customer Satisfaction Index. The only cross-industry measure of consumers' perceptions of products and services in the USA, the Customer Index rating offers that hotels need to start concentrating their attempts on forming a loyal, satisfied client base.

Being in business is about getting the right things done, in the right way, by the right people, all the time. When you are extremely clear about this, and get it precisely right, you build an ethical business that underpins trusting relationships at all levels. There are four keys to unlocking the secret of creating an ethical business.

Many people thinking about going into business often think only of a bank for a business loan and do not even consider all of the other options such as an unsecured loan. But all loan options should be considered when you are deciding how to finance your business, and an unsecured loan is an option.

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