WHERE LOCAL BUSINESS GROWS

Focusing on Customers

The most successful businesses understand their customers intimately; the harsh reality is that you can’t target a customer if you don’t know who they are!

Think about it from the other side of the coin … if you offered to help my business and asked who I’d want introducing to?  If my reply is, “I’m easy to refer to, anyone is good for me” then I’ve really not helped you at all.  If, instead, I explain that I can identify customers as “other businesses looking to directly talk to new start businesses, accountants, solicitors, printers, designers – ideally based in Yorkshire”  then I’ve given you some direction.

Your sales and marketing activity should be based on identifying customers and making sure your branding and marketing materials are geared to reflect their needs.

Brilliant questions that you should be able to answer when thinking about identifying customers include:
  • How old are they?
  • What is their gender?
  • What is their income?
  • Where are they located (and where are they when they consider your products or services)?
  • What time of day do they purchase your products or service?
  • Where do they go for information when thinking about purchasing your products or services?
  • What is their level of education?
  • Do they need your product or service or is it a luxury purchase?
  • How will they use your product or service?
  • What do they value the most about your product or service?
  • Do they impulse buy or save for it?

Identifying customers and being able to answer these questions is essential to being able to make your marketing work for you.

Content kindly provided by www.yorkshirepowerhouse.com visit them for free business templates & much more.


Dealing with customers
 

Getting customers and keeping them is what it’s all about.  It has to be one of the key messages your brand conveys and a critical area of focus to ensure your business can be successful.

The research you have undertaken will give you clear insight into the levels of expectation within your chosen market.  Your business plan should have this as a consistent theme throughout.

Gaining and dealing with customers is always a challenge, particularly for new businesses.  To give yourself the best chance to do this successfully is to delight them!

If you are willing to go the extra mile, and ‘over deliver’ against expectation, that’s even better.  A good experience for a customer will bring repeat sales, loyalty and you can build a long term relationship that will help you grow the business with a solid customer base.

Word of mouth is a powerful thing and it’s a well known fact that poor customer service is ten times more likely to be shared with others and can have disastrous consequences for your fledgling enterprise.

An exercise, similar to the brand development, where you compare and contrast good and bad customer service in the commercial environment is always useful.  You can learn a considerable amount and, importantly, avoid making the same mistakes where you identify short comings.

Someone once said “its not necessity that is the mother of invention, it’s inconvenience”.  Whilst its not expected that you invent something, the message is about ease and convenience being a big driver for customers when they make buying decisions … having ways to do that makes your success much more achievable.

How to take your customer experience to a new level
When looking at dealing with customers and ‘customer service’, always consider how you would like to be served and exceeding against expectations is always a good thing.

Key points to establish and maintain good customer service would be:

  • Honesty – a must when dealing with customers, even if the conversation is difficult or the news isn’t good.
  • Deliver – if you say you will do it, do it!  As stated, if you can over deliver, even better.  An old selling technique is called ‘selling the out’ where you deliberately build in a lower level of expectation in the customers mind.
  • Expectation – you need to build trust and managing customer’s expectations is key to developing that trust.
  • Delight – make it easy for them to deal with you and give them a good customer experience by removing barriers and resolving issues.
  • Appreciate – like anyone else, customers like to be appreciated and it helps to build strong commercial relationships.  When dealing with customers, it’s work formalising a ‘thank you’ but don’t allow it to become stale – it needs sincerity.
  • Communication – make sure your customers are kept informed but always be willing to listen to them in regard to ways you could improve your product or service.  More often than not, your customers will let you know if it’s not going well – but they’re less likely to tell you when it was all ‘fine and acceptable’ … in this case, you need to ask and seek their opinions.
  • Good customer service will lead to long term loyalty and underpin any commercial relationship.  Ensure you talk to customers regularly and ask them about their needs or requirements.  Failure to do could potentially see your customer go somewhere else as a result of lacking loyalty.

Dealing with customer complaints
On a slightly more negative note (and we won’t dwell on it but needs mentioning) you will invariably receive customer complaints at some point.  If you do, the objective should always be to turn a negative into a positive.

The one upside is the complaint allows you to address the customer head on – many don’t complain and just go off and find another supplier – and you’ve just lost an opportunity to put things right.

Even if the customer does eventually decide to take their business elsewhere, you can learn from the experience to improve your overall customer service.

The key thing is to listen to, or look at, the complaint carefully and then address the issue professionally. Respond promptly, politely and amicably to any complaint received to ensure you don’t make a bad situation worse.  Try to reach a solution quickly, which suits both parties and, if necessary, be willing to accept liability if the facts show it to be so.  In which case you need to repair the damage quickly and to a level that satisfies the customer.

In the modern world, a lot of people will use social media to complain now.  Many businesses think that ‘deleting’ these complaints is the best way to handle them but the reality is that this generally makes things worse.  Publicly dealing with customers on social media is part of the ‘deal’ if you are using social media for your marketing and the best examples are when issues are addresses openly, with appropriate levels of apology and recompense being publicly issued.  This then portrays a professional, caring business and instils trust in prospective customers.

Content kindly provided by www.yorkshirepowerhouse.com visit them for free business templates & much more. 

Selling more to existing customers
 

Every business needs new customers to exist, but don’t underestimate the value of being able to sell more to existing customers.  Your business will be a success when you can make sales and it is a well-known fact that it is cheaper and more effective to sell to your existing customers than it is to market to new customers.  There is often little cost as you already know who they are and what they need.

Existing customers already know who you are and they trust your business  There is no need to put out large advertising campaigns to attract new customers and then run a follow up campaign.  With existing customers, you can easily and simply start a dialog and see if they are in the market for an upgrade of their current product or service, or if they are looking for something your business can help them with.

When you launch your business you might be able to easily stay in contact with your customers on a one to one basis.  But as you start to grow and gain more customers you will need to look at other ways to stay in contact and let them know how you can benefit their business.  Email marketing, social media and running events are good ways to stay in touch with larger customer bases and allow you to sell more to existing customers.

This is not cynical though.  The aim here is not to bleed your customers pockets dry, the aim is to use this as a way of showing your customers you care about their success by offering services or products that are going to benefit them and not just selling for the sake of selling.

Always approach this as a way to boost your reputation with your customers.  In time and with the correct execution you can increase the chances of these existing customers recommending your product or service to their friends and bring in new business for you.

As always, making sure your service is as good as possible, developing your product, listening to your customer, dealing with issues professionally – all this encourages loyalty and repeat business.  

Content kindly provided by www.yorkshirepowerhouse.com visit them for free business templates & much more. 

Attracting new customers
 

Owning and running a business means you should always be attracting new customers.

New customers mean more revenue and more growth and when you are starting a new business there is nothing more important.  Attracting new customers helps to cover your costs and get you on target to reaching profitability.

Here are some key areas to focus on when you are attracting new customers:

  • Plan – When attracting new customers, planning is key.  Knowing your ideal customer where they spend their time and why your product or service is something they need.
  • Identify your ideal customer – be specific here, we’ve talked about this in previous articles.  The more specific you can be about who will buy your product the better you will be able to attract new customers and allow you to be more cost effective with your efforts.  Identify their age, demographic, average income and most importantly where they spend their time so you can reach them at that point.
  • Following up – as a new business owner you might be a little nervous of following up.  You may think you are being a ‘cheesy salesman’ but this isn’t the case.  You need business and if you’ve identified this person as someone who needs your product or service … so you must create a follow up cycle that will keep them engaged enough until they buy from you.
  • Networking – you will have heard many people tell you that word of mouth is the best form of marketing and it is.  If a friend recommends a product or service to you, the chances are you will be more likely to buy it.  Networking can build your word of mouth marketing efforts by giving you the opportunity to meet others who might be in the market for your product or service.  They might have people in their network who might be interested in buying from you.
  • Design – ‘Packaging’ your product or service into an ‘easy to grasp’ solution is an underrated way of attracting new customers.  Above we spoke about identifying your customers, this is also important that your branding, marketing materials, website and point of sale is  designed for your customers and not you.
  • Outsource – if your efforts following the advice above work at attracting new customers you will be busy working and may end up struggling to continue marketing when you’re busy.  That doesn’t mean this should stop.  For the best results it is advised to hire in extra help from marketing agencies and other companies to ensure your customer base is always growing.  You can easily outsource marketing activity such as copy writing, email marketing and social media posting to keep the noise going.

Whatever your marketing efforts, you should remember that ‘marketing’ will only ever get you to 90% of the sale. You still need to pick up the phone, ask for an order, knock on the door!  If you’re attracting new customers then you’re doing it right – just do more of it!

Content kindly provided by www.yorkshirepowerhouse.com visit them for free business templates & much more. 

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33 results found, page 1 of 4.  
Digital agency unveils new image following its biggest year to date

Tuesday 13 February 2018

Marketing agency Splitpixel Creative has unveiled a fresh brand identity and a new website following a record year. This change is the largest facelift to date for the West Yorkshire-based company, which was founded in 2008. Following growth of 30% in 2017, and sizeable investment in new staff and premises, the agency plans to focus on further development of skills and technical processes over the next 12 months, as it celebrates a decade in business. The new website is built in WordPress, with marketing automation platform HubSpot integrated for lead generation and management. Following the approach used by the agency for its own clients, the new site places a greater emphasis on advice-led thought leadership content and downloads, in addition to highlighting key projects Splitpixel has completed in recent years. To retain recognition, the new logo has been simplified with a very light touch, and the original brand colours have been repurposed in various ways. Splitpixel designer, Rob Marshall, said, "As well as the branding, the previous custom-coded website was no longer a true reflection of the company. We wanted the focus to be on the content rather than intricate design, so it's been completely stripped back. The overpowering block colours of the previous iteration have gone, leaving a more grown-up, bold use of white space." The team of 12 – whose clients include West Yorkshire Playhouse, Arville Textiles and local charity Unique Ways – was recently shortlisted in the ‘Best Website’ category at the Northern Digital Awards, recognising the work completed on their biggest project to date, for Sodexo. Splitpixel's director, Charlie Herke, said, "To remain current, you need to evolve, and we've had a fabulous year of change – we’re still the approachable team we've always been, but our professionalism and results focus are now being represented. We wanted a fresh new image to show that the company has matured – and that we're ready for the next ten years. “The new website will be pivotal in positioning us as a strong digital agency within West Yorkshire, and in enabling us to work with other businesses who wish to realise their online potential.” The new website can be viewed here: https://www.splitpixel.co.uk/
Posted by Scriba PR Limited
Kirklees’ Biggest Business Conference Returns

Tuesday 06 February 2018

Following on from the huge success of the 2017 Conference, the Mid Yorkshire Chamber is delighted to be hosting their 2018 Kirklees Business Conference (KBC) at John Smith’s Stadium, Huddersfield on Wednesday 21st March. The free, one-day conference has become an unmissable event in the local business calendar which is dedicated to helping businesses to connect, learn and grow. Attracting over 600 business people and 50 exhibitors, KBC includes a fantastic programme of engaging seminars, a discussion panel, surgery sessions and open networking throughout the day. This year the Mid Yorkshire Chamber is proud to announce an official partnership with Google bringing a Digital Garage to KBC as part of the seminar programme. Running alongside the four seminar sessions, more surgery sessions will also take place following their success last year. Held by local businesses located in the stadium boxes, the surgeries will provide the opportunity for companies to run their own seminars, workshops or one to ones. Rory Bourke, Events & Sponsorship Co-ordinator at the Chamber said: ”Kirklees Business Conference is definitely shaping up to be a day not to be missed. The conference is a fantastic opportunity to raise your profile, make new contacts and learn from other experienced professionals. There are many opportunities for local businesses to get involved through sponsorship, exhibiting or attending as a delegate.” Confirmed conference sponsors and partners include; AD:VENTURE, The John Smith’s Stadium, The Design Mechanics and Social Progress. Delegate tickets are free but registration is essential, significant interest is anticipated therefore early delegate booking via www.kirkleesbusinessconference.co.uk is advised to avoid disappointment. For further information about the conference follow @MYBizConfs and #KirkleesConf on twitter. To find out more about sponsoring or exhibiting at the event please email events@mycci.co.uk or call 01484 483679.
Posted by Mid Yorkshire Chamber of Commerce
Check out our New! Print Centre in Huddersfield

Thursday 01 February 2018

Our Experienced Print Bureau Staff have a wealth of knowledge to make your Print and Graphics Project stand-out from the crowd.
Posted by HAD-IT (Huddersfield) Ltd
New Apple IT repair centre opens in Huddersfield

Friday 19 January 2018

Check out our new Huddersfield service centre. Castlegate Huddersfield. This is who we are and this is what we do. HAD-IT Limited & HAD-IT (Huddersfield) Ltd incorporating HAD-COPY and HAD-PRINT Specialise in the Service and Support of Apple Products including Macs, iPads and iPhones etc. Our Apple Certified Engineers offer repairs from a simple Screen Replacement to Hard Drive Issues, Upgrades, Tuition and Training at very competitive prices. We also Supply and Support a full range of State of the Art Technology Colour and Mono Copier/Printers from simple Desktop to Large Format and Feature Rich Multifunction Machines with Full System Document Production all with a variety of Service, Maintenance and Support Contracts. In addition, our Printing Division offers a complete Graphic Design and High-Quality Printing Service to AO Size.
Posted by HAD-IT (Huddersfield) Ltd
Ventas becomes a UK partner of Membrain

Saturday 02 December 2017

Ventas are pleased to announce that they have been appointed as a UK partner of Swedish company, Membrain. Membrain is the #1 sales effectiveness platform for teams working with complex sales. Trusted by clients in over 60 countries, a two-time Top Sales CRM winner, a Top Sales Tool for four years straight, consistently named a High Performer by G2 Crowd (including the highest NPS score of all vendors) as well as named the Top Sales Enablement Technology in 2016. Pete Evans, from Ventas said that adding Membrain to our offering will enable us to add even more value to our existing clients as they strive to increase sales in an ever more challenging economy.
Posted by Ventas Sales Ltd
Inspiration for Greenhead College business class from ex student entrepreneur

Tuesday 28 November 2017

Business students at Greenhead College were handed some sound advice from two local entrepreneurs. Harley Cooper and Ellie Gilbert showed the A-level students what can be achieved with a bit of self-belief, resilience and risk taking. The duo set up Avalon Mae Social Media Marketing, which has found a gap in the market for providing social media marketing services to small firms and self employed individuals such as hairdressers who want to maximise their online presence. Ellie, an ex-Greenhead student who took part in the Real World Economics event and the annual New York trip, spoke to more than 80 students and explained that young people had a lot to offer in their line of marketing as they have grown up with social media. Mark Mitchell, head of business and economics at Greenhead College, said: “Having young entrepreneurs from our alumni visiting like this is highly inspirational and helps show students that there is an alternative to the traditional educational route after Greenhead. “If you have a great business idea – just go for it!”
Posted by Avalon Mae Social Media Marketing
KC Communications Secures a Hat-trick of Contract Wins

Monday 27 November 2017

Huddersfield based marketing communications agency, KC Communications have secured contracts with three diverse Yorkshire based clients; Yorkshire Yogi, Microform Imaging LTD, and The Flood Company. The latest contract wins cement KC Communications growth targets, which have seen turnover grow 70% year-on-year since it’s foundation in 2014. Joining its growing client base is corporate and educational wellbeing specialist Yorkshire Yogi, which was founded by Kelly Thistlethwaite earlier this year has appointed KC Communications to undertake social media and PR support whilst also providing strategic guidance in other areas of marketing. Wakefield-based digitisation and document management company, Microform Imaging LTD, have secured the services of KC Communications to raise their profile and that of its subsidiary, British Online Archives which hosts over 3 million records covering 1000 years of world history. While newest client, Elland based The Flood Company, who design, manufacture and install a range of innovative flood mitigation products, has appointed KC Communications to raise the profile their business. James Ruddiman, Sales Director at The Flood Company commented “As The Flood Company embarks on ambitious growth plans, we are delighted to be working with KC Communications to increase our brand awareness. Their knowledge of our sector and insight provided at such an early stage of our partnership has been to an excellent standard, and we are confident they will support us in achieving our goals”. Commenting on the latest client wins, KC Communications Managing Director, Katrina Cliffe said: “I am delighted to welcome on board our latest clients and look forward to working closely with them to support their ambitious growth plans. The latest wins are a testament to the hard work put in by the team over the past 3 years to position ourselves as one of the most reputable agencies in the area”.
Posted by KC Communications
Around Town In the Huddersfield Live Hygge Tipi

Wednesday 15 November 2017

What better time to get together than Christmas? Around Town believe that connecting the business community of Huddersfield in its iconic locations and organisations is a brilliant way to share ideas, hear inspirational stories and have some FUN. Organised by Oli Smith, Michelle Crowther and Chris Buckley Around Town create memorable events every 3 months. 2018 plans are already underway; “as well as meeting at some amazing businesses we are walking Around Town in Spring - a fantastic way to get to know each other whilst experiencing some award winning locations and scenery in Huddersfield “ says Michelle And with Huddersfield Live December promises to be a memorable Around Town event. Hosted in the Hygge Tipi in St Georges Square, hear Sam Watt and Poppy Stahelin tell of the fabulous work the team at Huddersfield Live are doing and some of the stunning events planned for next year. Laura Drury sets the backdrop of how she formed the The Hygge Tipi and how it creates a convivial atmosphere for Huddersfield folk to mingle, drink mulled wine, and keep the winter night out in front of the log fire. All In the heart of Huddersfield. Tickets are limited and can be reserved FREE here. Chamber members old and new are very welcome. Around Town Events for 2018 confirmed. March 1st - Valli Opticians May 17th - Owen Scott Tailors May 25th - (Walk) Around Town - 15miles (approx) Breakfast Sarnies, The Kirklees Way, Finish in a Brewery!
Posted by The Alternative Board
Applegate Properties achieves double award recognition

Monday 13 November 2017

Yorkshire-based residential estate and lettings agent Applegate Properties has won both gold and silver accolades, at a prestigious industry awards ceremony. The Negotiator Awards – the UK’s leading programme for estate and lettings specialists – were established in 2008, and since then have grown in stature to now be acknowledged as the most recognised awards scheme for the residential property industry. With 30 categories in total, 2017 proved to be the largest year yet for the presentation, as over 750 directors, senior managers and business owners attended the event. Applegate Properties was shortlisted in three categories – Yorkshire and the Humber Agency of the Year, Small Lettings Agency of the Year and Small Estate Agency of the Year – each of them celebrating businesses with 1-3 branches, that are prominent stand out within their town. Amy Wray, Applegate’s managing director attended the London ceremony alongside, sales advisor Chloe Byrne and lettings advisor Laura-Anne. Held at the Hilton Hotel on Park Lane, the event was hosted by Jimmy Carr who presented Applegate with a gold accolade for the Yorkshire and the Humber Agency of the Year, and silver for the Small Lettings Agency of the Year. Amy commented on their success and said: “With our three previous years of victory at the awards – winning bronze in 2014 and 2015 and then silver in 2016 for the Yorkshire and the Humber Agency of the Year – myself and the team were and still are absolutely elated to have been shortlisted again for such a prestigious award. “But the 2017 event was something else. The night itself was lots of fun and we were extremely shocked to receive both gold and silver, as we were up against such strong competition. We have worked hard to offer a completely different estate agency experience, so it was extremely humbling to have this acknowledged in such a prestigious arena!” Applegate Properties was founded in 2010 and has built an exceptional reputation for being the fastest growing property experts in the Huddersfield and Holmfirth area. Now a team of 10, this latest accomplishment has helped to recognise and solidify their continued success.
Posted by Scriba PR Limited
Huddersfield-based Leach appointed by international outdoor leisure brand Regatta

Friday 27 October 2017

International outdoor leisure brand Regatta has overhauled the visual merchandising strategy at its Manchester headquarters, with the help of Huddersfield-based display specialist Leach Impact. Regatta’s showroom is a regular destination for corporate customers, keen to be among the first to see what could soon adorn their retail shelves. But with footwear previously housed on a dark, permanent wooden wall, the 180sqft space struggled to do the hero products justice. The brand has therefore invested in a 6.8m x 2.5m state-of-the-art bespoke display from Leach’s Product Wall Lite range. At only 65mm thick, the streamlined wall-mounted system integrates eye-catching graphics with ultra-bright LED illumination and slick magnetic shelving, for maximum impact as soon as a customer arrives. “Following an initial design consultation, we knew the team was interested in the flexibility of this graphics display alternative,” elaborated Dale Broadhead, Leach’s project lead. “However, to meet the exact requirements of this brief, our in-house innovation team built a number of prototypes to evaluate how to best showcase Regatta’s footwear range.” The finished solution was then installed only one day, which included full magnetic assemble, graphic installation and 180 shelves added and aligned. Regatta’s marketing director Jo Hawkins expanded: “We were initially drawn to the system because of its brightness and large-format photographic quality. But the construction of Product Wall Lite now allows us to change the graphics and products as often as we like, without any external input or specialist shop-fitting expertise. “This means we can refresh our showroom campaigns in line with the changing seasons, which should deliver an ongoing wow factor and a lasting impression, much more in-keeping with what we’re trying to achieve as a brand.” On the back of positive feedback from visitors to the Manchester HQ, Regatta now plans to roll the Product Wall Lite system out into its store environments. Established in 1981 with a 12-strong team, Regatta now has 200 stores and concessions throughout the UK and operates in 55 countries worldwide.
Posted by Scriba PR Limited
33 results found, page 1 of 4.  

Events Posted

3 results found 
Image for
How will GDPR affect the marketing function?
Wednesday 28 February 2018, 09:30 - 12:30
Independence House, K C Communications Ltd, Holly Bank Road, Huddersfield, HD3 3LX
£120 - 6 places
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Digital Marketing forGrowth
Wednesday 28 February 2018, 16:30 - 18:30
Firth Street, Huddersfield, West Yorkshire, HD1 3BD
Free Entry - 50 places
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Kirklees Business Conference
Wednesday 21 March 2018 - Wednesday 21 February 2018, 09:00 - 16:00
John Smith's Stadium, Stadium Way, Huddersfield, HD1 6PG
Free Entry
3 results found 
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