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More Advertising vs Better Customer Service

Today I spoke to the Marshall Area Economic Development Authority (MAEDA) about Raising the Bar on Customer Service. This is one of my favorite talks because it is filled with ideas you can use right away to start making a difference for your customers and raising the level of their delight to the point that your customers start talking about you.

Isn’t that the true goal of any business—to give your customer such an amazing experience that she can’t wait to tell someone, can’t wait to come back, can’t wait to bring her friends with her?

If that isn’t your Customer Service goal, it should be. It is the only goal that is sustainable long term.

This is me helping Kingman Museum “Raise the Bar”

I spoke to this same group last May about Making Your Ads More Effective, the presentation based on my newest book coming out (soon!) That is another of my favorite topics because it shakes to the core any mistaken beliefs you might have had about advertising, and teaches you how to get people to notice your ads, remember your ads, and act on your ads.

Advertising and Customer Service are two areas where you can stand out the most compared to your competition. But when resources are limited, which should get the majority of your focus?

The dream for any retailer is to have exclusive, high-demand product that no one else sells. You have that and all you have to do is run an ad and start printing money. Unfortunately, the Internet killed that dream for the vast majority of retail. It is highly likely that you won’t have an exclusive on your merchandise ever again, and you likely won’t have the best price in town (not that you should ever want to be the lowest price in town).

The second dream for any retailer is the falsehood perpetuated by the movie Field of Dreams.

If you build it, they won’t come.

You have to build it, talk about it (advertising), and make it spectacular (customer service).

  1. Build it
  2. Talk about it
  3. Make it spectacular

That’s the order the customers see.

But for you, the order should really be …

  1. Build it
  2. Make it spectacular
  3. Talk about it

When you think in those terms, that third element—the talking about it—could be done by you, or better yet, by your customers.

  1. Build it
  2. Make it spectacular
  3. Get your customers to talk about it

Before you spend another dime on advertising, spend the next dime on training your team.

Spend the next dime on figuring out new ways to surprise and delight your customers. The best businesses are fueled by a high level of repeat and referral customers. Repeat business comes from great customer service. Referrals come from surprisingly delightful WOW customer service. Once you have that, then you can spend some money telling the world what you built. Then they will come.

-Phil Wrzesinski

PS Yes it is the slower way to build your business, but it is also the stronger way to build it because the customers you win are much more loyal than the customers you buy. Right now you have the advantage of the larger crowds of shoppers for the holiday season to win more customers. Don’t miss this opportunity. You could also think about it in reverse. What happens if you spend a lot of money to attract large crowds before you make it spectacular? They won’t be back, but your advertising money will be down the drain. You’ll have to spend more money to attract more first-timers.

PPS Yes, I do one-on-one business coaching to help you find where you can raise the bar on your customer service. Yes, I do presentations to large groups of businesses like the wonderful crowd today. Yes, I do half-day and full-day workshops that not only talk about the broader picture, but also include in-depth ways to find and train the kind of staff that can consistently offer the experiences that people talk about to their friends. Give me a call or send me an email. Scott Fleming, the MAEDA director said, “I was sad to see your last slide. I really didn’t want this presentation to end.”