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Don’t Get Duped On Directories
Small-business owners who are hungry for marketing exposure make bulls-eye targets for shysters and scam artists. One of the most familiar frauds is inclusion in a directory.
The con goes something like this: A salesperson approaches you about a directory that’s being compiled. The directory might sound kin to a yellow pages or a booklet of recommended businesses in a trade area. The deal looks like a cost-effective use of your marketing dollars. So you pay your money—then you never see the directory, and the salesperson disappears.
Don’t get duped. Before you write a check, ask to see the most recent sample of the directory. Use the directory to get the names and telephone numbers of several business owners who have participated. Find out the name, address and telephone number of the company that’s publishing the directory. Call those business owners and the company before you pay.
Fast Response To E-Mail
In small business, it’s a sin to lag behind on answering customer e-mails. Poor response time translates into poor customer service. And that can drive your customers straight to the competition.
If you’re not answering customer e-mails within 24 to 48 hours, here are some ideas that might help increase your response time:
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Use e-mail filters to discard spam and send relevant e-mails into separate folders. Use folders such as “Customer Inquiries,” “Feedback” and “Follow-Up.” This will save you sorting time and lets you respond to the most important messages first.
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Keep a handful of standard replies to questions that are most frequently asked. Just cut and paste the reply into your response message, then personalize it with specifics to answer the inquiry.
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If you can’t reply promptly to e-mails, use an autoresponder to let customers know when they can expect answers to their e-mails.
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When you’re going to be out of the office and unable to answer e-mails, let your customers know. Post your return date on your Web site. Send e-mails to important clients and tell them your schedule. Or in your e-newsletter, tell customers when they can expect replies to their inquiries.
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