The power of testimonials

I've been reading "The Sales Advantage: How to Get It, Keep It, and Sell More Than Ever," from Dale Carnegie & Associates. I was reminded, while reading, how important it is to ask your clients for testimonials and referrals.

It can be a little nerve-wracking to go back to customers and ask for a favor when they've already bought from you. One of my favorite ways to do this is to conduct an annual or semi-annual customer satisfaction interview or survey. This will give you a chance to talk with your client about how things have been working and will give you a chance to fix any problems if there are any.

A best case scenario will have you getting good feedback and then asking: "Would you mind writing a testimonial about us? We'd like to use it to reinforce to our clients and employees that the satisfaction of our clients is important."

While you're at it, why not ask them if they know of anyone else who could use your services? An example, "John, I'm glad that we've been able to help you automate your payroll functions. Do you know of any other companies who might benefit from our help?" If not, just let them know that you're there to help when needed. If so, make sure to ask if you can use their name when calling on the new prospect.

That's all for now...

Using the Internet and social media for small business

Whether you've haed a website for years or are just moving your business marketing into the online space, it's critical to think about what some of the new tactics for promoting your business online can do for you.

First, clarify your target audience and determine if they use the Internet regularly and are likely to go there first for information. If your customers are more likely to pick up the phone and call you for what they need, you can take time to ease your customers online.

If your customers are more likely to go to the Internet first, you need to determine where they are going:

• What sites do the visit?
• Are they part of an online social networking site such as FaceBook?
• Do they read industry or competitors' blog postings?

Marketing on the Internet is basically taking your standard marketing rules and applying them to the Internet space. Make sure you have a presence where your customers are and make sure that if your compeitor is out there then you are too. Use the Internet to your advantage and go places where your competitors are not. Are their websites set up by your customers (i.e. fansites for Mustangs, PC applications, and the like).

Thanks for reading...

The importance of public relations

Over the last year, we've discovered just how important it is to be able to control your messages in the public forum. Between elections, corporate scandal, and local issues it is imperative that any organization be ready to handle difficult situations as well as get the good news out. Because of course, we all know that the media is more interested in the "bad" stories.

The "bad" stories seem to be more prevalent lately however, it could simply be that we are being broadcast at from many more different angles. I am of the generation who grew up without computers and didn't have cable television until high school. Now, I am being sent "news" through the traditional newspaper (which, yes, I still like to read in paper format), through online content providers (AOL, CNN), radio (NPR), and even verbally when I overhear people talking in public places. I am also encountering new ideas and opinions from my students and all my contacts on social networks (FaceBook and LinkedIn).

On one hand, I feel it's important, as a consumer and citizen, to be knowledgeable of what is going on. On the other, as a communications professional, I am thinking more and more about the message overload and how companies can control what gets out for discussion without becoming an ostrich who buries their head in the sand hoping no one will notice them. Where is that line of being fair to people and self-preservation? Why are we all left with a sour taste in our mouth and only seeing the dark side of everything? Are we all becoming too cynical to accept "good" news?

Small businesses have an easier time, I believe, simply because their "bad" news isn't as big of a story as "bad" news from a major corporation is. I see this as an advantage to small businesses. Take advantage of your lack of "bad" news press to emphasize the importance of your "good" news. Give your community something to feel good about.

Signing off for now...