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1 02, 2013

Knowing Your Customer Will Make All The Difference In The Success Of Your Business

By |2017-03-03T12:07:02-05:00February 1st, 2013|Categories: Blog|Tags: , , , , , |Comments Off on Knowing Your Customer Will Make All The Difference In The Success Of Your Business

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Today, 43% of the world’s population is 25 years old or younger. This youthful group is impatient and ready to change the world. Change for this generation “has everything to do with people and very little to do with political ideology,” according to a new global survey, some 70% of young people believe that social media is a force for change, says the survey. To read the rest of this article, click on the link.

After I posted this statment  on Facebook, I received several comments about how difficult it is to know your customer.

I understood the comment but thought, a customer is still a customer, what has really changed is how they communicate. Through the years the demographics may have have changed but how they communicated was still the same. We all used the  telephone,watched  television and  read newspapers.We also used the Yellow Pages.

It appears that this is about to end.

Think about it; the new generation isn’t reading the traditional newspaper. They’re subscribing to Google feeds.   If you’re not familiar with Google feeds, check out this highlighted link.

Here is the list of the generations:

2000/2001-Present – New Silent Generation or Generation Z
1980-2000 – Millennial or Generation Y
1965-1979 – Generation X
1946-1964 – Baby Boomer
1925-1945 – Silent Generation
1900-1924 – G.I. Generation

Ask yourself, how are they communicating? Who is my present customer and am I speaking their language? Will they be my customer in ten years? If not, who will be my customer and what communication tools are they using?

The Baby Boomer and earlier may respond to direct mail, emails, or a newspaper advertisement. If so, get their addresses and find ways to communicate using direct mail. Next ask yourself,  how long will they be my customer and am I prepared for the next generation?

Which of your  customers are using  social media, smart phones, texting and ‘show rooming?’ (Looking through your showroom and then ordering online.) Are you up on these tools? What is your strategy?

Are you joining  your customers on Facebook, Pinterest, etc.? This is probably the Millennial and Generation Z.

Imagine that  Generation Z knows little about ‘life before Facebook.’ Can you communicate with their language?

Customers give a business worth; without them there is no business.  Today’s business owner must be savvy and able to deal with today’s sophisticated consumer.

If you’re planning on being in business in 10 years,you must be prepared to connect using their language.

Whether you like social media or not, your next wave of employees will expect it. They have grown up with social media and it’s their primary communication tool. If you choose not to use the tools, you run the risk of alienating and losing employees.

By using social media tools, communication can be a lot quicker both internally and externally. Social media helps with internal branding and commitment. Looking at your Facebook page and positive comments will make everyone in your company feel proud. What about the generation after them? They will come with  their own set of social media tools and standards. Other challenges will be your training program. What are your online standards?

Once you define your customer base, connecting will be much easier.

Lisbeth Calandrino helps businesses build loyal relationships with their customers. She uses various tools including social media communication, customer service training and customer retention strategies.

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13 10, 2008

Communication: It’s Not What You Say, It’s How You Say It

By |2017-09-27T19:16:54-04:00October 13th, 2008|Categories: Motivation and change|Tags: , , |Comments Off on Communication: It’s Not What You Say, It’s How You Say It

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How much time do you spend preparing? Thursday, October 2, we all watched as Joe Biden and Sarah Palin showed us their communication skills. During the week the news showed clips of Sarah Palin standing behind the podium (on the lawn at John McCain’s house) practicing her talking points. And why shouldn’t she practice? She could wind up with the second highest job in the country or perhaps even that of President.  It just got me thinking, my experience is that most salespeople put lots of time into learning about their products but not as much time into how they present their product and themselves. Maybe they think the outcome of their performance isn’t as big as, say, their preparation for a Vice Presidential debate. But in actuality it is that big. It’s their future.

To be a good salesman you have to know both your product and your audience.

I find that as a speaker and trainer, it’s easier to sell product knowledge classes than it is to sell presentation skills. What salesmen don’t always realize is customers buy “them” before they buy the product knowledge.  It’s a lot easier to listen to the message if you like the presenter. In fact, some studies say that the salesperson is 37% of the sale.

Buying is all about emotion. If I like the salesperson or the presenter, the message sounds better to me. As important is the product is, the presenter is even more important. If we’re not connected to the presenter we tend to discount the message or product. Of course you need to know your “message”; the trick is to know what you’re selling and have the skills to deliver the message.

Too much product makes you boring and too much smiling makes you “fluffy.” The key is to have a good balance.  So how do you put it all together?

  • Do a trial run with your presentation, either in front of peers or a video camera. What do you look like? Are your mannerisms distracting? Are you smiling too much or smiling when you should be serious? Make a list of what’s important to your audience and critique the outcome with a colleague.
  • Know your audience. Be personable and get them to like you. Don’t be sarcastic or project an air of “being above them.”  If they don’t like you, forget your product, it will be hard to get the sale.
  • Project self-confidence. Remember, the audience wants you to do well. If you are uncomfortable and can’t deliver the message, the audience is going to take on your discomfort and pray you’ll get off the stage before it gets any worse.
  • Remember your diction skills. It’s okay to use slang to make a point, not because you don’t know the “right” word.
  • Build passion into your delivery. Speakers who are passionate are remembered. Even if we aren’t sure we agree with them, their emotional delivery will be etched in our memory.
  • Believe in what you’re saying. Believing in what you say and who you are will come across in your delivery. Remember, the key to getting others to buy what you’re selling is to first believe it yourself.
  • Lisbeth has been teaching salespeople for over twenty years. To improve their skills, call Lisbeth at 518-495-5380. EST

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