| Integrity--a short word that is a vital element in your | | | | sweet nothings, but rather a gentle reminder of what |
| small business brand. | | | | you stand for. A little suggestion that you are there for |
| Most small companies stand squarely behind their | | | | her, and if there's any problem with what she's just |
| product or service. Small companies across the globe | | | | paid for you're standing by to make it right. |
| are known for their service and their dedication to | | | | But why bother telling her, anyway? Why can't your |
| keeping their customer happy. Small business nearly | | | | excellent service speak for itself? |
| always outshines big business when it comes to | | | | Simple--your services or products don't have a voice. |
| customer satisfaction. Small business makes it right. | | | | Your customers speak for you; and it's your job to |
| How often does the CEO of BigCorp pickup the | | | | supply them with the tools--the words--to use when |
| phone when we call in? How often does anybody in | | | | they speak for you. |
| BigCorp's telephone answering center even see the | | | | Because as you are painfully well aware, it isn't just |
| CEO? Most of them don't even know her name, and | | | | BigCorp you are up against. You know you're |
| probably live half a country--or half a world--away. | | | | competing with those other small businesses in your |
| But you know small business is different. In a small | | | | market that have great service and integrity, too. They |
| business most employees can at least sight-recognize | | | | match you on price; they do their best to match you |
| the owner. They've probably seen her with her kids or | | | | on service. Your best competitor is almost as good as |
| husband. They can call her by first name. | | | | you--probably backs her service as well as you. You |
| This familiarity grants the small business owner and the | | | | must tell your customer the super job you are doing. |
| Chief Marketer an overlooked marketing advantage | | | | So, learn to separate yourself from the rest of the |
| over BigCorp: you are much closer to your customer | | | | pack running in your market. Learn to whisper "sweet |
| because you are much closer to your employees. | | | | somethings" in your customer's ear that will help her |
| You already know it is vital to leverage this proximity | | | | remember your company. Give her the words to tell |
| to listen to your customer; to uncover her needs and | | | | her friends--a Brand Banner to wave. |
| wants (especially her wants), and then shift your | | | | Remember, integrity is a vital element of your small |
| merchandising and marketing to sell her what she | | | | business brand. |
| wants. This is customer relations 101. | | | | Remember: Brand (who you are) + Package (your |
| But please don't forget this same nearness to the | | | | Face to the Customer) + People (customers and |
| customer also allows you to whisper in her ear--not | | | | employees) = Marketing Success. |