• Are you prepared to fight to retain your customers?

    24 Feb 2020 | 12:00 am

    The Lord told Isaiah, "Can the prey be taken from the mighty man...?" (Isaiah 49:24 NASB). Everyone has competitors striving to take away customers, but effective businesses fight for every customer. Whenever you see an attack through advertising, a new[…]

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Steve Marr Blog

Steve Marr's contributions
Feb 24
2020

Solving Fake Problems

Posted by Steve Marr in Untagged 

Effective advertising targets the need a problem present and how a customer ineffectively has met that need. Occasionally we encounter advertising that seems to create a problem that doesn’t exist in order to demonstrate a way to meet the problem they want to solve.

An example is the recent advertising for Domino’s pizza focusing on how they will fix a mistake quickly without charge. However, fixing a mistake should go without saying.  It’s like driving your new car out of the showroom and the transmission drops in the road two miles down the street.  They agree to take care of it for you. “Of course you will,” you say. I don’t think most of us would respond positively to a new car ad explaining how quickly they will fix warranty problems.  There shouldn’t be a problem to fix in the first place.

I don’t recall ever having a problem with an incorrect pizza delivery. In these days of my advancing age, we don’t order a lot of pizza anyway.  However, my perspective is that this simply isn’t a major problem.

Feb 20
2020

Competing on Price

Posted by Steve Marr in Untagged 

Generally, I’ve never been a great fan of competing by offering the lowest price of all competitors because it doesn’t work well. I’ve had individuals tell me they can compete with Walmart’s price. My general response is that they are probably not competing as well as they think. Furthermore, undercutting Walmart’s price may lead people to view you as cheap rather than inexpensive.

When I was in the international trade business, we priced our services at a premium level because we felt the customer would receive good value for their money. We knew if a customer was looking for price and price alone, we would lose the business. Our business model charged a higher price and delivered a superior service. If we tried to provide the superior service for a lower fee, it would be a prescription for pushing us out of business sooner rather than later. Instead, our responsibility was to demonstrate our value to the customer and sell to customers who appreciated that value proposition.

Feb 14
2020

Send Welcome Emails

Posted by Steve Marr in Untagged 

The hope of every business owner is new customers.  Sometimes they come every day; other times less frequently. An overlooked strategy is to send a “welcome aboard” email to begin a business relationship. This is useful for several reasons.

1.  People like to be thanked.

Sending a warm thank you for being a new customer tells the customer you notice them.  It is a good first step.  

Feb 11
2020

Coronavirus Virus To Hit Wallets?

Posted by Steve Marr in Untagged 

Headlines around the world raise fear about the impact of the coronavirus. Cruise ships quarantined thousands on board, factories closed in China and millions of people are isolated in lockdown. We see emergency flights of returning American citizens arriving and immediately placed into quarantine.  Additionally, there is a major economic risk with the outbreak.

Scripture gives us a balance to consider. King Solomon wrote, “The prudent see danger and take refuge, but the simple keep going and pay the penalty.” (Proverbs 22:3, NIV) and he also wrote, “The sluggard says, ‘There's a lion outside! I'll be killed in the public square!’” (Proverbs 22:13, NIV) We need to keep an appropriate balance between acting with prudent actions or responding to fear.

Feb 10
2020

What Kills a Sale?

Posted by Steve Marr in Untagged 

When we try to make a sell, we can say more than necessary to move the customer toward saying yes and signing the order. However, every time we utter a phrase or a sentence to a prospect; we need to put ourselves in the customer’s position. The first thing our customer thinks should not be, “So what?” 

For example, I may say that my company has the best service; but if I haven’t said anything to prove this statement, the prospect may think, “So what?”  A furniture store salesperson may talk about how good the fabric on a chair is.  Again, the customer may think, “So what?” The salesperson’s job is to answer the “so what” question for every feature or benefit we point out to a customer. A customer may not care what type of fabric is on the chair, but probably cares a great deal that spills don’t become stains.