Customer Service

If you’re an entrepreneur or small business owner in Austin, don’t miss this year’s RISE conference the week of March 7. Created originally in 2007 by Roy and Bertrand Sosa as a week-long, free “un-conference” for- and by- entrepreneurs in Austin, Texas, RISE has now grown into an ongoing annual program that leverages its proprietary web interface to provide one-of-a-kind resources and experiences to entrepreneurs worldwide for free.

There are dozens of sessions to choose from in locations all over town ranging from bootstrapping your business to sales training to the kick-off event with Robert L. Johnson founder of the RLJ Companies and Founder of Black Entertainment Television (BET).

Of course, I hope you’ll join me for one of three sessions I’m hosting on Monday March 7 at the Better Business Bureau Conference Room on La Posada Drive:

8-9:30 am:  Seven Steps to Marketing Success

10-11:30 am: The Social Media Pyramid: Unraveling the Mystery of Social Media Marketing

12-1:30 pm:  Winning the Local Search game PLUS Teaching Your Business to Market Itself with Referrals

See you there!

I’ve been conducting kickoff workshops with a couple of new clients over the past few weeks. I’ve challenged them to begin thinking about their “secret sauce” — what sets them apart from their competitors. It’s something that every small business should think about. If you don’t really know what sets you apart from the competition why should anyone buy your product or service? If you think it’s quality or great service, think again. Those aren’t secrets to success. Have you ever met a successful business owner that admits “our quality sucks,” or “we have lousy service.” Everyone says they have those things.

Here are three keys to writing a recipe to make your secret sauce:

1.  Stalk the competition. Not in a creepy way, but in a way that really helps you fully understand what makes them tick. What do you admire about them? What are their weaknesses?  What can you do differently? Many business owners say they don’t want to do this — that they’d rather just focus on what they can do best and the customers will come. That’s like running a business with your blinders on. The competitor will leap ahead before you know what hit you. If you study and know what you can do better, that’s the basis for good recipe.

2. Listen to your customers. Ask them what frustrates them about doing business with companies in your industry – this can be an informal conversation, or in a survey.  Better yet, ask them what frustrates them about doing business with you.  Can you find a solution, process, outrageous guarantee — something tangible that overcomes this frustration?  Then do it.  Is there a gap or problem that you need to fix?  Fix it.

3.  Be consistent. Once you discover your secret sauce, be sure that you deliver it consistently and authentically. Slather it on! It can’t be a one-time promotion or a “bait and switch.” It should be part of your company DNA. Be sure every employees knows how to make the sauce and better yet, deliver it. Set expectations with your customers that they’ll get the secret sauce and your team will know they have to deliver it.

[Ed. note This post is an excerpt from the Moxie Marketing Maxims Newsletter.]

I’ve only recently become of an avid fan of Zappos, the wildly successful on-line retailer founded by Tony Hsieh. And I’m happy I did, pun intended. The company and its culture are fascinating. Zappos has become known for its great customer service and outstanding core values that make it one of theplaces to work. Next week, Tony’s book, Delivering Happiness will hit bookstore shelves. Summer’s a great time to catch up on your business reading. Click here to read an excerpt.

Keep Austin Happy. You’re invited to a Delivering Happiness Meetup

Moxie Marketing is hosting a Delivering Happiness Meetup in Austin Monday, June 7 at 6pm Kick Butt Coffee at The Triangle. For more info, click here. Or RSVP at the Duct Tape Marketing Meetup Group. Come for an evening of networking and meeting new friends as we watch the live book launch in New York City via the Internet. There is a grass-roots “Happiness Movement” growing across the country and Meetup Everywhere Groups are being called all over the U.S. to help launch the book. Is Austin Happy? Let’s find out.

Top Ten Reasons to Read Delivering Happiness

by Tony Hsieh on the book’s web site.