How do your prospects know about you? Are you persistent and consistent with your artillery: touches, message and efforts? There are many tools to keep in front of your prospects; CRM or tickler system, phone calls, follow up emails, personal notes/cards and various other tools including special offerings and promotions. This is the Marketing process; making the prospect aware of who you are and what you sell. They should get right to the edge of being slightly annoyed... the one thing it shows the prospect is that you want their business. 

When you have a client that is upset and/or emotional, this is an opportunity to connect at a much deeper level, and possibly create a very memorable impression. This includes when we may have made a mistake, miscommunication has occurred, or perhaps we cannot deliver something we promised on time. Obviously we do not want to make a habit of it, but problems can also represent important opportunities if we can rise to the occasion and solve them. The key in such cases is clarity, communication and an obvious show of concern, focus and action. When emotions are running high, the pros separate themselves from the pack.

The mail list, the offer and the creative. The rule is 40/40/20. The mail list is responsible for 40% of the success of the campaign, the offer is responsible for 40% and the creative 20%. If you do not have the right audience, your offer is useless. Make sure you are "talking" to prospects that understand the offer and will see value in it. If you do not have the right offer, the audience is not going to matter. Audience and offer are directly dependent on each other. If you are selling lawn maintenance services or invisible fencing, make sure you are talking to people who live in single family homes, and hopefully own them; not apartment renters. The 20% creative is the art; make sure it is attractive, noticeable and easy to understand. 

I have heard USP used two ways: unique selling proposition, or unique selling position; I am not sure that it really matters. What really matters is what sets you apart from your competition. Sometimes, this takes some digging and intense shoveling to get to the bottom; the roots and the foundation. This is usually very difficult in a commodity market. Why should your client buy toilet paper from you? You can buy toilet paper anywhere. Is it the price? Price does not make you different; everyone can negotiate price. Is it your free delivery? Everyone offers "free" delivery. Is it your charming personality? Or is it your extra soft, extra absorbent, bio-degradable material that turns into money? 

My good friend Bob Bailie provided me with these rules. He has developed them over the past 40 years and they have helped him become very successful; thought I would share them

1. Don’t gamble with things you can’t afford to lose.
2. Don’t do business with unpleasant or dishonest people.
3. Hire the best people, pay them well, and get out of their way.
4. If you pay enough attention to the downside of any transaction, the upside will take care of itself.
5. Associate with only the best professionals; lawyer, accountant, banker, insurance.

What is it with pharmacies? They all want your business but have no idea of how to keep it. They advertise profusely, offer reward programs, gift card incentives, special health programs; yet it does not seem any of them can meet the demand and/or fill the need. Wait times are long, drop off lines are long and consistent, pleasant customer service seems impossible. They are investing tremendous amounts of money and time on the front end of the programs, but not providing education or resources for the back end of the programs.

With my last Target statement was an insert about a Drug Rewards Program.  The premise of this plan was that you had to have 10 prescriptions before you received a “prize”.  I believe the prize was a 10% off coupon; which in comparison to the Gift Cards did not seem like much. But all my prescriptions would be conveniently in one place. I took my first prescription in to drop off and tell the pharmacy tech assistant guy that I want to enroll in “the” prescription rewards program and although he is smiling and pleasant, looks at me like I am speaking Greek. (That was my first warning.) Then he yells back to the Pharmacist who responds with “Oh yeah, I think they did start a new program.” Then he walks aimlessly around trying to find an application. (My second and third warning.) Well that was just the beginning. I am on my eighth prescription now and every single one of them has been an ordeal.  So, I am on the lookout again for the “Gift Card” incentives.

Once again, another great example of a Marketing Program with so much emphasis on the front end driving consumers to the store, that no one considers the back end. There does not seem to be communication between the corporate office and the individual locations. It is like doing something half a@* or not completing your golf swing. Don’t you think the pharmacy tech assistant guy should be offering this program to everyone who comes to the counter!? Don’t you think all the employees should be properly informed about the program and how it works?!  If the pharmacy tech assistant guy realized that his employment and compensation could directly be affected by this program, don’t you think he would be more valued and offer more value; all the way around?!

Don’t forget to include all employees in your business; educate them, hold them accountable and reward them.

My 4 year old nephew moved to Richmond from California a little over a year ago, with his Mom, which is my sister, and his Dad. Having an 18 year old son who has very little use for me, I thoroughly enjoy my time with him. He celebrated his 4th Birthday this past week; we had a family dinner celebration last Sunday and his Mom orchestrated a kid party this past Saturday. She debated for a while over the ordeal; if, when and where, and finally settled on Inflation Nation.

I received the Monster Truck invite in the mail and since it was from Logan, I will keep it forever. I am not typically a sentimental person, but Logan is so precious to me for a variety of reasons. I showed the invite to my husband and asked him if he was going to go with me, his response was, “Inflation Nation rhymes with Chuck E Cheese.” So, I took that as a “No".

Saturday morning I get up and debate, “Should I take a shower and what do I wear?” If I wear a nice outfit, I may luck out and be exempt from playing with the kids on the stinky, slimy, germ infested blow ups. If I go ahead and go for the “workout” look, I could suck it up and keep my options open; even develop an ailment once I get there if necessary. I decide on the workout outfit; T-shirt, sweatshirt, sweat pants, hair up, slip on shoes and heavy duty socks.

Of course I beat my sister there; I live an hour away from Inflation Nation, she lives 15 minutes. The outside of the building wasn’t extremely appealing; cosmetically and the parking area. But, once I got inside and checked in and went through security, I was very impressed. The place was clean, well laid out, spacious, organized and did not reek of sweaty feet or any other body odor. They had music playing that was the right volume and appealing to all age groups. They appeared organized and were adequately staffed by the usual teens who work in a place like this. Although, these teens spoke clearly, smiled, used proper English, appeared happy to have a job and looked you in the eye when talking. They had a “family room” area with a huge flat screen TV and a couple of big comfy couches with an abandon remote; scary thought.

Logan arrived and we played. And I am elated to report that all the inflatables were clean and I did not cringe crawling, sliding or falling on them. All the kids and parents played well together, had a good time, exhausted themselves and filled up on Birthday cake. Kudos goes to Inflation Nation for running an exceptional business.