The Corporate Muse

Welcome to this issue of The Corporate Muse! This month we focus on customer service, defining a target market and your writing voice. We trust you'll get plenty of insight from these articles. As always, we welcome suggestions and/or questions. 

 Deliberation

    The One That Gets Away

Question:  How do you handle the customer who doesn’t buy from you? 

Let’s set up the scenario here (purely fictional, of course). You’ve sent out a direct mail package to 500 potential customers. Included in the offer is an open house to view your facilities and get to know you and your colleagues.

On the night of the event, instead of the ten you anticipated (2% response), twenty-five people show up. You’re delighted, thinking perhaps as many as five might sign on.

The visitors appear visibly impressed. They gratefully consume the beverages and canapés you set out. Many comment on your state-of-the-art offices. Two make appointments because of the great discount you presented in the package. Several others seek you out to discuss the details of your invitation.

By then end of the night, you’ve gained four new clients and feel your investment was well worth the time and money. But two individuals, who seemed initially interested, left without making a commitment. You wonder about them.

Now here’s where it gets tricky

How did you treat them as they walked out the door? Were you as pleasant as when you greeted them? Did you give them a chilly goodbye? Did you thank them and shake their hands? Did you turn your back and ignore them? How about the other nineteen?

Why is this important? After all, they came to the party and enjoyed the refreshments. They snatched you away from buying guests and gave you the impression they had “intent to purchase.” In other words, they wasted your time. Why should you be nice?

Here it is. You ready? Sometime in the future they may be in the market for your product or services. At some point, they will probably buy. Maybe they came for the free food. But honestly, how many people in today’s busy world have that kind of time? More than likely, they came to see if you were a good match for their needs. And…

…How you respond when they exit the door can leave a lasting impression

This comes on the heels of a bad experience with a car dealership. We got a flyer in the mail advertising a huge sale – gigantic savings – and a significant coupon. Our car has some problems and we’ve been considering trading it in for a new one and thought this might be the right opportunity to do just that.

We tested a few vehicles, but when it came time to sign on the dotted line, things didn’t go quite like we’d hoped. We decided not to take the deal. When the sales manager realized that was the case, he became downright rude. He even left the table without shaking my husband’s outstretched hand.

So why did I just tell that story?

I tend to be a very loyal customer when I find a product or service provider I like. If on the other hand, you offend me by a foul attitude – watch out! It incites my redheaded dander, and believe me, it’s not a pretty sight. Not only will I not return, I’ll make sure my friends know about the poor treatment I received.

The car dealer lost a sale, a potential sale, and possibly referrals. While your product or service might not be right for me, it might be perfect for someone I know. If I came to your affair and had a good time, I’ll happily tell my friends all about it. But, if I turn up at your wing-ding and as soon as you recognize I’m not all that interested in the immediate proposal, you start acting like I have the plague, don’t expect good things back. In fact, when your name is mentioned later, I’ll report my unpleasant encounter and recommend they go some place else. But then…

…Most of us are like that

Wouldn’t you agree? We like to shop or do business where we feel comfortable. And one bad experience can sour a place for a lifetime. That’s why it’s so important to make everyone feel welcome in your establishment … even if they did just show up for the food.  (SKC) 

© QuickSilver Copywriters 2005 – Andy & Shawn Catsimanes; http://www.quicksilvercopywriters.com/; mailto: andy_shawn@quicksilvercopywriters.com; Sign up for The Corporate Muse: admin@quicksilvercopywriters.com. 

 Inspiration

What is your Target Market? Do you know? Does it matter?

Many people jump into business without thinking about where they will get their customers. Certain companies –restaurants and movie theaters, for example – have wide demographics. At some point, everyone will eat out or see a movie. But most of the rest of us need to determine which segment of the population can best benefit from our services.

If you’re just starting out, you may not have a clear picture of your Target Market. You just want business – any business. But if you specialize – find your niche, as they say – you’re more apt to develop a marketing strategy able to reach your ideal client and bring him to your door.

But who is she?

Think of it like putting an advertisement in the personals. You’re seeking your perfect match – the one you look forward to growing old with. For days, you wrestle with just the right words to describe yourself and the one you hope to meet. Finally, you have it just the way you want it. You send it off to the paper and days later you’re inundated with calls.

Finding your ideal client works much the same way. Before you ever sat down to write your profile, you deliberated. You catalogued your qualities and those you sough in a mate. When defining your Target Market you should adopt a similar proces.

So what are the criteria?

Here’s a list of ways to identify your Target Market from, “Get Clients Now!” by C.J. Hayden (we highly recommend this book):

o Who needs your service the most?

o Who is able to pay what you need to charge?

o Who is likely to give you large orders or repeat business?

o Whose problems and goals do you care about?

o Who would be the most fun and satisfying to work with?

o Where do you already have contacts?

o Who would be the easiest clients to get?

Once you have an idea of whom you want to pursue, many of the other pieces will fall into place. Knowing your Target Market (or ideal client) will help you produce the kind of promotional materials that will always hit their intended target. 

 Imagination

In every book, article, etc. I’ve ever read about writing, it recommends you find your “writing voice.” Sounds easy – or maybe it doesn’t. But what exactly does it mean?

Maybe the best way to illustrate is to compare different authors. Two of my favorites are Jane Austen and Adriana Trigiani. Though a best selling novelist, many of you may not be familiar with the latter. Her books include Big Stone Gap, Lucia, Lucia and most recently, Rococo.

Both of these writers appeal to women. Both intersperse humor, romance and quirky characters into their stories. So what makes them sets apart?

Basically, it’s how they say what they say. Obviously because they wrote in different centuries and countries, the use of speech is quite dissimilar. But it’s more than that.

Jane’s voice is more formal; you feel a love of language, yet there’s an underlying sense of playfulness that keeps you entertained until the end.

Adriana’s books employ a very conversational style. She takes you inside the head and heart of her protagonist. Sometimes you even find yourself nodding because you understand exactly what she’s going through.    

The use of voice, for both authors, is what separates them from the pack. An authenticity, if you will – the very thing you want to capitalize on whenever you put anything in writing and stamp it with your name. 

Read a couple of your own favorite writers and see what differentiates them. Then next time you compose a letter or memo, concentrate on your choice of words and how you put them together.

Do they sound like you or your seventh grade English teacher? Remember: the closer you write to the way you talk, the better the response. You may even generate your own fan club! 

Thanks for reading. See you next month! If we can be of service before then, don't hesitate to contact us.

  Andy & Shawn Catsimanes

"Helping savvy businesses turn words into tools that convert prospects into profits."

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