Customer Communication

Brand Your Way to Success

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Everything a small business does brands itself. Everything we say or do brands us as worthy resources … or not. But, the marketplace really determines our brand. It’s what they really think of us. It’s why they buy from us rather than the competition. It’s their reaction to what we communicate as our value proposition.

So, to effectively communicate your small business brand, consider:

  • Accurately describe your Value Proposition – what you do through the lens of who benefits from what you do. You don’t ‘fix computers’, you ‘solve technology problems for small businesses.’ You may need help with the specific details from colleagues, or even better, from customers.
  • Be specific. Many small businesses provide lots of different products or services. Identify what you do best, sell the most and produces the most revenue … and profit. This narrowing of scope doesn’t limit your appeal, it makes it much easier for the marketplace to remember what you can do for them.
  • If your company name no longer communicates that value proposition – or never did – time to consider re-branding. What makes more sense – ‘The Andrew Peters Group, Inc.’ or ‘Tech Solutions, Inc.’?

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So … How Ya Doin?

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Thankfully, most NE OH small businesses have survived dealing with Covid-19 … so far. One interesting strategy some COSE members have successfully used is the ‘Covid Check In’.  It’s simple and easy and can reap excellent benefits. 

Let’s briefly consider ‘Checking In’ with three important groups for your business – your staff, your colleges and your customers.

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What if Your Business IS the Best Choice?

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Late last year, we discussed some strategies to consider when you realize you’re not the right choice for a product or service your prospect needs. It earned lots of positive comments and some people even indicated that they had never even thought about some of the strategies mentioned. 

So, this topic should be obvious – ‘What if Your Business IS the right choice?’ Some of the brief 10 steps will be obvious, too, … but, some won’t. So read and heed.

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Dealing with Angry Customers

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Of utmost importance is having a well-defined policy in place that senior management participated in creating and signed off on and that everyone who touches customers understands, embraces and follows consistently. Periodic re-training or review can be helpful. Components of that policy should include:

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