Social Media 101 - Part 2

Have you read Social Media 101? This post will make more sense if you have. http://magnoliasolutions.blogspot.com/2009/10/social-media-101-part-1.html

To understand where we are now, let’s look back a few years.

My Space (www.myspace.com) was launched in 2003 and quickly became ‘the’ must-join site. It predominantly engaged and was used by Gen Y, artists and musicians. It was easy to dismiss as it did not have an obvious business application, even though it did launch many bands and artists worldwide. It connected them directly with their market and encouraged direct interaction. For the first time, people could have a ‘personal’ interaction with their favourite artists, as well as other people that spanned time zones, countries and demographics.

My Space challenged Gen X and older. We did not share our personal information with perfect strangers! We were more private and did not see a place for this social site in our lives.

Facebook (www.facebook.com) quickly followed and was not as easy to dismiss or ignore. Initially, developed in 2004, as a ‘keep in touch’ tool for Harvard graduates, Facebook quickly spread around the world and across many generations. It allows users to have their own FREE mini-website and a voice. Users set up their page, invite people to connect with them and share information, photos, music and videos. It was the photo application that was quickly adopted by users and lead to Facebook’s incredibly rapid adoption among the not so tech-savvy public.

Facebook Applications were added to extend the interactions on the site. There are over 35 000 applications on the site, ranging from surveys, quizzes, petitions, fortune telling & real time chess! In addition to a personal page, Facebook allows business pages, blogging, advertising, creation of group and events. All of these tools/applications can be used to promote your business and develop a close relationship and interaction with current and new customers.

Pages can be public, so that anyone can view them, or private, where connections are made by invitation only. Generally, personal pages are private and people must request or be invited to connect. Business Pages and Events are generally open and can be followed at the click of a button.

Facebook users can post regular status updates, comment about information on friends’ pages or join a conversation on public interest pages. The choice is endless, the result is a closer immediate interaction. The beauty of Facebook is the ability to use images and text to make it more interesting.

Facebook retail store application:

· you can create a page for your store
· link to your website, blog, twitter
· provide store location & contact details
· update your status daily with: new stock in store, sale information, product information, funny short stories, nice customer interactions, website updates, loyalty program information etc
· upload pictures of your product lines
· invite customers to upload pictures with your products or experiences
· ask questions and engage your customers (Discussions tab)
· provide reviews / testimonials of past sales (Reviews tab)
· add a calendar of in-store events to your page so customers know what is coming then review it and upload photos after the fact
· remember to promote your Facebook page instore on your information and on your website and other media

Next, we'll cover Twitter & Blogging....

Subsequent posts:
Social Media - Part 3. http://magnoliasolutions.blogspot.com/2009/10/social-media-101-part-3.html

Social Media 101 - Part 1

The way we communicate, promote and brand our business has changed forever with the emergence of Social Media. The old rules are obsolete and now is the time to embrace the new media and take full advantage of the new communication age. In an increasingly competitive market, retailers need to stand out from the crowd and increase their profile online and offline.

Retailers have a great opportunity to connect with current customers and find new customers at a low cost without technical/programming skills.

Over the last few months I have fully immersed myself in Social Media, predominantly Facebook, Twitter & Blogging. The results have pleasantly surprised me! I knew that there was a strong online community but being a part of these conversations and building relationships has enriched my business and me personally.

I have received many queries and questions from retailers and thought this article was a great opportunity to at least introduce the concept, demystify the media and encourage innovative entrepreneurial retailers to get started (or seek help starting!). I have included theory and practical application to help you start creating your Social Media strategy.

Wikipedia defines Social Media as:

“Social media are media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. Social media supports the human need for social interaction, using Internet- and web-based technologies to transform broadcast media monologues (one to many) into social media dialogues (many to many). It supports the democratization of knowledge and information, transforming people from content consumers into content producers.”

The objective of a Social Media presence is to:
· establish your business as an authority in your field, be the ‘go-to’ store
· communicate with current customers
· reach out, find and connect with new customers who may be out of your local area (or country)
· create excitement about your brand
· increase your online profile and consumer awareness
· encourage regular contact with your market
· customise communications to suit different groups of customers

There is a lot to cover so I will break this article up over 4 posts...sit back, relax & enjoy...

Subsequent posts:
Social Media - Part 2. http://magnoliasolutions.blogspot.com/2009/10/social-media-101-part-2.html
Social Media - Part 3. http://magnoliasolutions.blogspot.com/2009/10/social-media-101-part-3.html

Nancy speaks to Prue MacSween on 2GB

I was chuffed to be asked to talk about my favourite topic: Customer Service with Prue MacSween on her Small Business program on 2GB, 873 AM, last night, 29 September 2009.

I have long been a fan of Prue's, she is knowledgeable, funny, witty and is not afraid to raise a topic that should be discussed, even if it is unpopular.

There doesn't seem to be a better person to lead the discussions for small business.

I will be blogging about the separate things we talked about over the next few blogs, so please tell me about your experiences GOOD & BAD.

In the meantime, enjoy listening to our discussion (about 6 minutes):

Prue's show: http://www.2gb.com/index.php?option=com_homepage&id=29&Itemid=333

Small Business with Prue MacSween airs Monday - Thursday 7.00 - 8.00 pm on 2GB 873AM.

Magnolia Solutions

p: 02 9559 8870

e: info@magnoliasolutions.com.au

Customer Service is a lot like Dating

….at least the rules are the same!

The most important ingredient in the recipe for success is your customer – without the customer there is no retail business. Consumers are getting savvier and are far more knowledgeable than ever before. They are more demanding and have more choices now than ever before.

Compare retail now and past, as close as 3 years ago, and you would be looking at a different industry. In the past customers accepted bad customer service as the norm. Today’s customer no longer accepts it, is vocal and can influence others, on and off line!

It is not enough to know who your customers are, you need to know what their needs are, what appeals to them, where they are and how to treat them. You also need to recognise that not everybody that walks into your store is a customer and that you cannot be all things to all people. So select and define your customer carefully.

The right customer profile will ensure that you buy the right product, have the right staff and communicate effectively, ensuring you will maximise the profitability of your business.
It is my belief that each business does not really sell the products on the shelf, it sells customer service and this is what sets one store apart from the others. I have always viewed Customer
Service as problem solving, customers come into your store with a need, sometimes they don’t know what this is, and it is your job to solve the problem or find something that meets the need.
Once you have defined your customer and their needs, then you can start to build a relationship with them. By meeting their needs you will build trust and comfort with your customer, they feel good about shopping in your store, they know that you are the authority and they trust they are getting value when they shop in your store.

Defining what is good customer service is harder than it sounds. It is not as simple as saying ‘please’ and ‘thank you’ and smiling at them when they enter the store (although these are important too!).

Customer Service is having what they want, when they want it. Customer Service encompasses every element and aspect of your business that communicates how your store and your products meet the needs and wants of the customer.It is great to build the relationship but you need to have the goods to back it up. Exceptional Customer Service is going that extra step that the customer does not expect or experience with your competitors. It must be constant and consistent. Exceptional Customer Service happens before, during and after the sale.

In the current retail market, the competitive advantage of each business will be their customer service. It is no longer enough to have just good customer service, you need to aspire to EXCEPTIONAL CUSTOMER SERVICE in order to stand out. Despite its importance to the business’ success, many retailers still get it wrong and have low standards.

Think of Exceptional Customer Service in the same way as DATING.The attraction, the getting to know each other/ trust building and then the familiarity and comfort and lastly wanting to be around each other all the time! Excite & seduce your current, new and potential customers to ensure the relationship is established and grows.

In the past; people were looking for a mate to start a family with as per society’s norm and customer service was not a high priority of retailers or customers. Now the expectations are vastly different; people are looking for a partner who satisfies a long list of needs and customers are demanding exceptional customer service. Customers and daters are now looking for ‘The Total Package’.

Let’s look at the vital elements of exceptional customer service in comparison with dating:

• You want to attract your customer at first glance, you must put effort into your appearance and not just for the first meeting or date, you must always look your best


• You must be honest, polite and respectful, ALWAYS


• Make sure you have enough in common, otherwise your objectives will not be met and you will be wasting each others’ time


• Deliver what you promise and don’t promise what you can’t deliver!


• Be realistic, don’t try and turn them into something they are not


• Use the approach and ‘language’ that suits the subject, you need to be adaptable


• Ask questions and LISTEN to the answers


• Learn all you can about them and use this in your communication with them, to make your interaction with them relevant


• Once you have identified their current needs, anticipate their future needs


• Use humour and creativity to build and maintain the relationship


• When you spend time together focus on them, don’t look over their shoulder at what else is happening


• Constantly communicate and keep up to date with each other, don’t lose touch


• Accept constructive criticism as a way of making the relationship stronger and maybe changing some of your bad habits!


• Thank them every chance you get – show them they are valued


• Recognise that sometimes you have to lose the battle to win the war. There will be times when you have to apologise to a valued customer, even when you know you are right, for the long term on-going relationship.


• Encourage them to introduce you to their friends!


• Surprise them with your thoughtfulness


• As we know that if any of these things are not genuine and maintained the relationship will not last and you have to do it over and over again, till you get it right!!

When you achieve this level of Exceptional Customer Service, your customer will shop without resistance. When you suggest an add-on product, they will see this as a valuable suggestion that will help them not a pushy sales person trying to make money. This is where you want to be to achieve profitable sales.

I used to manage the Manchester Department at Grace Bros. We had our regular customers and my staff and I made it our business to remember what they had bought or what they liked. If new stock came in that we thought they would like or a pattern they bought was going to be marked-down, we would call them (no email or sms then!) before it was put on the floor or the sale started. We made them feel important/special and offered them value. Over 50% of these conversations turned into a sale and over 50% of the sales resulted in other items being added to the purchase.

You want customers to become addicted to your great customer service and come back for more. Each time they come back they reaffirm their decision to come into your store and feel better than the last time. This repeat business is more profitable than the first sale.

Acquiring new customers is expensive. The cost of the first sale is more than double the cost of a returning customer. To ensure you have a profitable business you need to maintain a high rate of returning/repeat business.

Only 60% of satisfied customers do business with you again. So you really need to be aiming at 100% satisfaction to ensure profitable repeat business.
Exceptional Customer Service is one aspect that needs to be maintained and innovated continually to ensure customers do not go elsewhere. It is important to ensure that this is ongoing and evolving to encourage interest. Remember, there is a fine line, do not get too familiar so as to make your customer uncomfortable..

Develop a strategy for potential, new and regular customers. You need to do different things to entice and retain each type. If your strategy and systems have been developed properly, this will happen automatically without effort. We work with clients to analyse the business and develop a system and program to ensure the best results.

PHONE: +61 2 9559 8870
EMAIL: info@magnoliasolutions.com.au

Prospecting 101 for SMEs

Although I mainly work with retailers, I sometimes work with SMEs (small to medium enterprise).

I have just written a sales program for a client and thought I would post parts of it over the next few weeks.

I have generalised it here for the sake of the blog and anonymity, but this should get you started:

1. The most important thing is to clearly define your customer; if you don’t know who they are you won’t know where to find them.
   


2. Define your competitive advantage and your features and benefits – this will help you communicate the benefit of customers buying from you.
   Always remember that you are solving a customer’s problem; the solution is to work with you as you are the best solution for them - problem solved.
   


3. Know where your competitors are and identify the gaps, in terms of location or product offer.
   If you think the same customer will benefit from your stock then approach them.
   If you think that there is a better customer near the one your competitor works with target them.
   


4. Know where your final customer shops (your customer’s customer) and target customers there.
   Read magazines, blogs and other media and make a prospect list from this.
   Always keep an eye out for prospects, be ever alert!
   


5. Do your homework online, on the phone and on foot! Ask questions, that will lead you to the prospects. When someone says no, try to find out why (without being rude or pushy) and try and avoid this in the next conversation!
   


6. Prepare a phone script – this will help you be comfortable and concise.
   


7. Don’t forget referrals. If you have a satisfied customer, ask them for a referral or suggestion of another customer. A happy customer will always want to help.
   


8. Keep up to date records of your prospects and where you are at with them. Don’t ring the same person with the same shpiel – the door will forever be shut to you.
   


9. Follow up when you say you will – if you can’t be relied on before they buy from you, they will not be encouraged in terms of the long term relationship.
   


10. When you approach them it must be in a way and language they are comfortable with. Always try and speak to someone before sending anything as this will ensure your letter/info gets opened (at least).
    Don’t bombard them with information if they are not familiar with you. Be patient and take it one step at a time.
    Email is cheap but it is not as effective as it once was. Have a hard copy to send as well as some people don’t have or like email.
    


11. The customer is always right – without them there is no business.
    Be polite, genuine and professional, don’t be familiar, flirty or sleazy.
    Listen to what they are saying and respond accordingly. If you don’t know the answer to something be honest and let them know you will find out and be back to them.
    


12. Do not take any comments, criticism or rejection personally.
    These are professional interactions.
    You don’t know how a prospect’s day is going, what their past experience has been, what their preferences are. You may remind them of someone horrible, they may have had a bad experience with a similar product or they could just be an apathetic business person without any foresight.
    Whatever it is, be professional and move on.
    Remember; No means NO!
    But maybe touch base again in 3- 6 months!

Happy Sales!

A TRUE PLEASURE TO BE A CUSTOMER @ GELATOMASSI!!

Just when I had lost faith in customer service and passionate retailers (my customers excluded of course!), a friend took me to Gelatomassi in Newtown on Sunday for what he said was, "the best Gelato in Sydney (possibly Australia)".

We were in Concord so this was a lot of pressure to put on one place! I liked the Gelato from Concord too but was intrigued by what would make someone go across town to have this gelato. So the challenge was on!
As we approached the store on King St, I felt like I was visiting an authentic Gelateria in Italy far, far away from King St. The colours, the smells, the gelati and the larger than life OWNER!! Salvatore greets EVERY customer with a genuine greeting, is attentive and gives specific advise. Every customer is treated like his first - I loved it!!

There was no doubt that he was the owner, and that he loved his job which you got the feeling was not really a job! He described each flavour with such detail, that I could taste each one as we went through them........how to choose??? Salvatore knew when to give me space to decide and when to step in - a true, passionate retailer!

We sat opposite the Gelato counter and I watched the maestro at work. It was like watching a conductor with his orchestra! Managing every action; the customers entering, deciding, buying, sitting, leaving........the flow was seamless!

Out of nowhere, as if he could read our minds, Salvatore appeared with glasses of water and even shared a mandarin from his own tree with us!! I was in retail heaven!!

You have to understand, lately I have been really focusing on customer service and concluded that people have very low expectations, which sadly are being met by more retailers than not! I have been very lucky to have been working with passionate retailers over the last few years. These retailers make the others look even worse.

Notice I have barely mentioned the actual product here? Product can be duplicated in other businesses - it is the experience that is the differentiator!! (BTW - the product was deliziosa!! my friend was right!)

A Truly Fabulous Retail Experience is one where you walk out with a smile on your face after spending your money, thanking the retailer for making you feel happy! I don't like to reward bad behaviour and bad retail. If I walk into a store, cafe, restaurant or business and don't feel like I am appreciated, I leave - simple!

Consistency is super important here. How many times have we gone back to a store after a great experience only to be super disappointed?! To do it once is not enough, to do it twice is not enough. High standards must be aimed for, achieved and maintained. Make no mistake, retail is tough and the only difference between you and your competitors is your service and standard!

At Gelatomassi, I was happy to part with my money and spend some time in Salvatore's world and eat my gelato & sorbet and when I said thanks and bye, I knew I would be back.

Share your story with me - tell me about the BEST retail experience you have had!


Experience it yourself!

Gelatomassi
262 King St, Newtown
phone: 9516 0655
http://www.gelatomassi.com.au/

Bit about Me!

Hello!

I thought I would cut my Bio short so that you can see all of the other things we have here! What to do with all the other info that gives you an insight into me and my business?
So I can put it here!

Over the past 20 years I have acquired many skills and things I love!

I am a paper lover, retail specialist, trainer, consultant, product designer, wholesaler and now adding blogger!!

I started Paper Magnolia in 2004, bringing exquisite stationery to Australia and developing my own products in response to the market. Fine Stationery is back in style and Australians are once again embracing fine, quality stationery. We work with great retailers from around Australia and New Zealand.

We pride ourselves on having products that are 'retail ready' as they have been developed with the market in mind. We understand the needs and limitations of retail and how best to work with retailers. Being a Grace Bros Management Cadet means that my knowledge and expertise in retail is based on a practical experience from the ground up!

Magnolia Solutions is our newest 'product', really a 'service', which has organically developed from our close relationships with customers and applying our retail marketing skills. Retail is hard work and we understand the vital elements required to create a successful retail business.

Magnolia Solutions offers customers creative marketing solutions for their retail business. We are working with retailers in all product categories. Despite the current economic climate, we are working to bring the theatre back in to retail while increasing profits.

Our packages have been developed to help customers as much, or as little, as they need it.
We offer packages from; a Business Health Check, Communications Package, Promotions Package and Full Embedded Support.

As with any business we have been evolving. We also work with some clients as their external Marketing Department which has been great fun and wonderful to see some projects that have been on the drawing board for a long time come to fruition and be successful!

Results are immediate, as is customers’ renewed enthusiasm in fine-tuning their business and getting on with what they love - being great retailers!

Enjoy the Blog!

Don't forget to leave your comments and let me know if there are any topics you would like explored!

Cheers!

Nancy :-)