• Do you support your new manager?

    12 Dec 2018 | 12:00 am

    When Joshua was to be named leader of Israel, the Lord told Moses to "encourage and strengthen him" (Deuteronomy 3:28 NASB). When promoting a new manager, provide encouragement. Identify the leadership skills and the strengths that have built your trust[…]

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Category >> Getting and Keeping Customers
Dec 12
2018

Customers Need Evidence

Posted by Steve Marr in Untagged 

Readers of my articles will likely recall that I frequently advise them to lead with benefits and follow with evidence. Frequently, we treat glowing generalities as evidence.  For example:  “We're the best carpet cleaner in town. We do a great job.”  Or we say, “Our customer satisfaction is outstanding,” without backing up the claim with evidence. Customers prefer evidence.

Paul gave us a good example when he wrote, “but test everything that is said. Hold on to what is good.” (1 Thessalonians, 5:21 NLT) Part of my takeaway from this verse is to test what people tell us.  Part of testing is to seek evidence.  Evidence allows us to hold on to what we validate.

Consider the Flex Seal commercial example.  These commercials demonstrate how the product stops all kinds of leaks, including filling holes in the bottom of a boat. The commercial shows how you can plug Flex Seal into a boat leak and drive the boat around the lake. These pictures provide evidence for prospective buyers.

Nov 26
2018

Giving Focused Customer Gifts

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As we prepare to celebrate Christmas, we consider sharing gifts with customers and prospects. The Lord instructs us to give thanks many times in scripture. Our gifts are one way to show thanks. However, we should keep several principles in mind about gift giving.


1. Give gifts that aren’t questionable.

In other words, make sure the gift has no possibility of offending.  Gifts of wine or liquor are in this category.   Also make sure that a concert or theater ticket is for wholesome entertainment.   

Nov 12
2018

Focus on Key Customers

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Reuters recently ran a news story that caught my eye about how banks are coming up with all kinds of gimmicks to entice customers to come into a branch. The article led with, “Free Wi-Fi, discounted cappuccinos, artwork, and a dancing robot are among the features banks across the United States are touting to convince customers that even in an era of smartphones it is still worth it to visit a bank branch.” My first thought was that banks are making a serious mistake embracing this marketing approach.

Oct 31
2018

Show your Enthusiasm to Customers

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Many years ago I participated in a high school glee club.  The good part was that a multitude of voices overcame my ability to sing like a cow. A local television station wanted to highlight the group and asked them to perform three Christmas songs.  In the spirit of full disclosure, the program’s producer was the father of one of our members. When the producer came to watch part of a rehearsal, he thought the music was pretty good but he was clear about one thing: we needed to look like we were thoroughly enjoying ourselves.

Oct 18
2018

Create Customers

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Management expert Peter Drucker frequently said that the purpose of any business is to create customers. As simple and accurate as this statement is, we often miss the mark.

The challenge arises when we make decisions based on what we prefer to offer versus what our customers demand. An example is “Ken” who owns a pet store that targets healthy ingredients for animals. Ken decided to carry only expensive products. I pointed out that he could easily carry less costly products that would appeal to a wider cross-section of customers and increase sales. By my perspective Ken was too narrowly focused on the product line. He could easily maintain healthy products for pets while adding some lower-cost products. He simply would not do it. In going over a number of issues about how Ken ran his business, I believed Ken was more interested in providing what he wanted to sell rather than focusing on what customers demanded. I tried to repeat that I was not suggesting that he forgo his passion for healthy pet food.  I simply wanted to show Ken how to create more customers.