No.  That’s not a typo.  Contrary to the implications of the title, I have not lost track of time.  Do you have a vision of yourself and what you’ll be doing in the 3^rd week of January, 2011?  Why is that important?  Because when we make out the infamous New Year Resolution list – whether we write it out (which is always the way to make a vision become tangible) or have the ever present tape running through our conscience, it’s always with a vision toward the future.  The pictures in our mind’s eye always have a headline reading:  “When I get there!” – Say it with me ladies – ‘This summer, I’ll be in that swimsuit.’;  ‘Wait ‘til they see me show up in my Mercedes.’;  ‘When I buy my house…’; ‘Wait ‘til I get my money right.’  The list goes on and on, with two common denominators:

 1) You made out the Resolution list, again.

2) It’s 2010 and you just drove your hoopty back to your rental, from the store where you stocked up on food that is going to get you 10lbs further from that swimsuit than you were this time last year.  And your money still isn’t right.

In other words, you’re the same person you were back in ’09, ’08, ’07, etc.  Is that enough to tell you that a New Year Resolution list doesn’t work?  And, the declarations and slogans don’t work either.  Just because Pastor You Name Him said –“We’re gonna win in 2010” – doesn’t make it so.  Didn’t he also tell you to holler –“Victory is mine in 2009”; “Things are gonna be great in 2008”; “Discard the leaven in 2007” – need I go on?

What does work?  Well, let’s look at the examples around us.  How did anyone who’s career, financial or spiritual status that you admire become worthy of the world’s attention?   Well – They - just - did it!  Yes, the NIKE slogan is the catalyst for everything we’ve done and continue to do. 

The rule applies even if you choose to just – do - nothing.  Think about it.  For example, if you say to yourself – “I’m going to buy myself a St. John’s suit for my next birthday.”  Then you proceed to live your life as you have since before you determined that you would own a St. John’s suit.  You don’t find out where they’re sold.  You don’t know exactly how much one costs.  You haven’t researched re-sale shops to see if they’re available at a discount.  You don’t even start saving money (even if it’s just $5.00 a week) toward the eventual purchase.  Guess what?  Your birthday (God willing) is sure to arrive.  That St. John’s suit however, will still be at some store waiting for you to buy it.  You will have accomplished exactly what you reached for.

How did you get the job, home, shoes, car or anything else you can think of that you currently have?  The answer is simple.  In our lives, we have exactly what we’ve reached for and worked toward.  Are you driving a Honda Civic?  It’s a nice car, but not if what you really wanted was a BMW.  When you were planning to buy your car, why didn’t you reach for what you wanted?  Are you singing in the church choir?  That’s wonderful but, if your dream is to be a recording artist, why are you relegating your singing to church on Sundays?  Why aren’t you going out on auditions for local musicals and seeking out open mic opportunities?  Are you saying to yourself “I don’t have time.” ? Well, quite honestly ladies, time is time is time; and anyway you choose to use it will either bring you closer to or take you further away from your goals, your dreams, who and what you believe you can be.

What is it that you want to do?  Who is it that you believe you are meant to be?  What do you want to attain?  The road to all of it begins with you throwing that New Year Resolution List away.  It begins with you living as the vision you see. 

It goes like this: 

Treat that Honda Civic as though it is the BMW 350i you’ll own soon. 

Choir members need to start taking voice lessons.  That’s what professional singers do daily to perfect their craft.  Go out and pick up a Variety Entertainment newspaper and start going out on auditions.  Roberta Flack didn’t find Luther Vandross at the local church; he took his voice to her to become one of her background singers.

Is your desire a certain dress size?  It sounds counter intuitive but, don’t go on a diet!  Just be that dress size.  Eat like you will at that size.  Exercise like you will at that size.  Shop, think, walk, breath like you will at that size.  Do it now.  If you wait to get there – you’ll never arrive.

We can no longer allow fear of imperfection or unpreparedness to keep us from turning dreams into reality.  I mean really, think about it – Unattractive, uneducated, untalented and clearly unable to string a decent sentence together - Flava Flav and Biz Markie have both gone on to have people offer them millions – for who knows what?!!!  But they each see themselves as something more than all of the “Un’s” that precede their names.  So what’s stopping you?

As for me, among other things, I’ve decided that I am a writer.  You are all witness to my first article.  Is it great?  Maybe not, but I’ve started.  I’ll continue to write.  Practice makes perfect, as they say.  This time next year, you won’t be able to wait to see what else I’ve written and accomplished. 

It’s 2010!  There’s not time to waste.  It’s time to start living as who, where and what you will be the 3^rd week of January, 2011.

About Yvonne White McFall:  A native of New York City, Yvonne graduated from The College of New Rochelle in '93.  After 6 years in network news production at ABC in NY and local radio reporting in Westchester County, NY, she went on to spend the next 10 years in print advertising.  Now a transplanted Atlantan (since '04), she has gone on to establish an upscale pet care service and is returning to her broadcasting roots in pursuit of what is sure to be a successful career as a voice over artist.

©2010.  All rights reserved.  Unlawful duplication prohibited without express permission from author.

Just today I had a conference with on old acquaintance, “Average”.  I seem to see him from time to time lurking about my daily routine, and it makes me uncomfortable to see him coming because he always tends to slow me down.  The conversation is always the same, filled with excuses and non-interesting topics that has nothing to do with me or where I see myself going.  I was also tired of politely tolerating his untimely intrusions in my day to day activities.  I knew what I had to do.  I simply had to (as the old folks would say), “cut his tail loose”. 

So as candidly as I could muster, even to the point of offence, I simply said, “No more of you Mister Average.  You are a thorn in my side, with your constant excuses, and lackadaisical attitude about life and your unwillingness to take risks.  I need more from those with whom I associate, so you absolutely must go!”  His reply was an unexpected one:  He said, “I knew for a long time this conversation would come.  Although, today is the first time you finalized this severance, you’ve been pushing me aside since you were a young girl.  I could never get you to compromise your gut instinct.   You are defiant and stubborn as ever.  A dreamer is what you are:  Always expecting the impossible, always making crazy claims such as “favor is better than money.  You, my dear Carmen are as intolerable as you’ve always been. Frankly, I’m exhausted with trying to keep up with all of your shenanigans and desires that far surpass your ability to ever attain them.

You know, your thinking is lofty and Mediocrity thinks that you were a real waste of my time.  She’s been begging me since you were a child to give up on my notion of having you as a friend.  Frankly, she hates you and didn’t know what I could ever see in you in the first place.  But you seemed to have needed me at one point in your life.  I thought that I could be your safety net, and protect you from these wild dreams and outlandish hopes to change the world somehow.  Change the world Carmen?  You do understand that is a rare fantasy, and you’re already in your 40’s, there’s not much time left to leave your mark now, is it girlie?  Don’t come crying to me, when you find that your efforts didn’t pay off, and your hope bank is in deficit.  Yeah, well just so you know, unlike Mediocrity I do like you, but I don’t want to have to be the one to say, “I told you so.”   

Carmen what you’ve got to know is, I’m no monster.  I only want to help you stay in your comfort zone, so, no; I don’t promote "taking risks” as you say.  It’s not safe!  Can’t you for once see things my way?  How come, I’m always having to chase you, and try to run ahead of you to stop you at your next opportunity?  Why do I always have to argue with you?  I’m tired little girl, and I can’t do this with you anymore.  Anyway, I’m glad you are so called ‘cutting my tail loose’.  Why, I NEVER!   For that, I will never forget you or even forgive you perhaps.  However, I am glad others are not vulgar like you; I simply couldn’t take that type of crass and unacceptable behavior.  There’s no need to be nasty you know!  I’m so offended, but I must admit, I’m equally relieved.  But just so you know that there aren’t any hard feelings, I’ll be around, because I see some hard knots in the road to where you are headed, and besides that, what I couldn’t do, there are some people in your life whose agenda is just like mine.  So are you gonna’ cut their tails loose too?  Um, hum lets see how well that goes over.  You’ll be back, I can almost guarantee it!"

At that moment, a slow smile crossed my lips as I gently replied, “Mister Average, I think you’re sadly mistaken, as you have correctly stated, you have been chasing me all these years.  It’s never been the other way around.  As for my “friends”, need I remind you that birds of a feather flock together?  Trust me, if their feathers are not equipped to soar the turbulence of the storms of life and soar with me like the eagle I am, I won’t have to ‘cut their tails loose’, the challenges of attaining higher velocities will weed them out.  Besides that, this conversation is strictly between me and you for the time being.  So if that’s all, excuse me while I soar!”

©2009  Written by Carmen A. Gray.  All rights reserved.  Unlawful duplication of this article is prohibited unless authorized by the author.

Need a speaker for your next engagement?  Booking information for Carmen A. Gray is available through:  www.dinnerwithfriendsnetwork.org/contact_us

Just recently on a ride home from church, my husband and I observed that a local restaurant conveniently located between five churches with an estimate of five to seven thousand congregants sat forlornly on the side of the road with hardly any cars in it’s parking lot.

We marveled at this observation because on more than one occasion we visited this restaurant and could confidently vouch for the quality of their food.  The delectable menu boasts of a carefully crafted southern style cuisine that is hard to come by in our area.

It’s a common assumption that “southern church folk” like to enjoy a great meal following a great Sunday sermon, however, this parking lot was practically empty with a skeptical looking "Open" sign peering through the stores bleak windows.  What was the problem?  The store faces a main thorough-fare that requires policed trafficking on Sundays because of the many members flooding the two lane state road.  So it could be conceivably ruled out that location was the culprit masquerading as the hindrance to this business’ lack of growth. 

Within less than a block on the opposite side of the street tucked away in a gas station plaza, there was a local pizza eatery with a mediocre recipe for pizza that was literally crawling with patrons.  So here is where my family and I parked for a much desired after service Sunday meal.  Why?  What was the draw that lured us from mouth-watering country goodness to an over crowded less than sub standard pizza?

It was mutually concluded  by my husband and I, that the lack of creative thinking on the other restaurant’s part was a turn off, and this very lack suggested to it’s passers-by that the owners just didn’t care enough about their business to woo it’s potential clients. 

As a business consultant to small to medium businesses, the one thing that I have noticed time and time again that cause businesses to lose money and decrease their customer base is the lack of willingness for them to think outside the box.  Here a just a few things a local business should always be aware of when servicing the general public:

1).  Know the variations of your demographics:   For example, if you have a store front, learn your traffic patterns.  For instance in the case of the 2 restaurants, if you know that Sundays will yield a higher flow of traffic, plan for Sundays to be your busiest day. 

Capitalize on the fact that more families with hungry children in tow will pass by your doors.  Give them a reason to stop, by appealing to the needs of their children first.  Perhaps this will require visible signs that offer “Free Child’s meal with the purchase of an adult meal”.

       If you are not a store front, you still have to know the variations of your demographics by capitalizing on events and holidays; people: i.e., senior citizens, children, boys, men, college students, women (ages 35-54), teenage girls, etc; animals; seasons; weather conditions; mergers; or whatever changes are note worthy.  For example a great season for people who work with youth is summer; the same is true for those in the travel industry.  Think outside the box by capitalizing on your demographics.   

2).  Get out of the box of – “Limited Advertising”:   It amazes me, how little information local business owners are willing to share about themselves with the public they are hoping to service.  If a business owner is stingy with sharing information by making investments in standard advertising, then why should a customer trust the service claims they “say” they provide?  The most basic and necessary form of advertising consists of paper and an internet portal to their business.  A business owner should always have a business card to give out with website information for the receiver to follow-up on.  I have serviced businesses that have been in business for over 20 years and just refused to catch up with the times.  These owners built a loyal customer base when competition was nominal; therefore they have been able to remain in business because they have generational clients and a strong referral base.  However, a business owner now has more competition and changing industry trends to keep up with.  In both instances, the business owner with over 20 years experience and the brand new start-up, have to have a strong website to properly meet the demands of an ever changing society.

3).  Rev up your creative thinking:  In a downturn economy, finding ways to creatively stay afloat with little costs is crucial to the survival of any business.  The internet is a great place to start for ideas and resources to help you do just that.  Getting out of the box simply means that you can no longer afford to just put an open sign on the door and hope that people will stop in because your neon sign is lit.  Creativity reveals to your potential client that you have a valid reason why they should choose you over your competitors. 

As in the case of the two restaurants, people want to always do business with the owner who “appears” to be successful, even if the food is not that great.  I personally will not eat at a restaurant whose parking lot is empty.  Please note that this is true of any business, whether you are a landscaper or an attorney. 

If your business does not ‘draw’, then it can be assumed that it ‘repels’.  Get out of the box, because if you don’t it will cost you more than you ever thought you could lose.  

©2009 Carmen A. Gray.   All rights reserved.  Unlawful duplication prohibited unless authorized by author.

1. Thank You:  Never under estimate the power of a simple thank you card.  It shows that you value your customers, and it gives you a reason to contact them once again with a request for a referral.  You could simple do a simple excerpt that says “Thank you for your business, if you were satisfied with the service you received, please forward us a referral to dwfnetwork@gmail.com and receive a 10% discount on your next service”. 
2. Fund Raisers:  This is a great way to position your company as a community oriented business.  Partner with churches, schools, and local non-profit organizations that match your business personality.  Present them with a referral incentive that is budget sensitive for you.  Most non-profit businesses are looking for cost effective ways to increase their revenue.  Your offer is free to them with an added bonus of a cash payout. 
3. Alliances:  Develop alliances with businesses that compliment yours.  If you are an Event Planner, partner with bridal stores, beauty salons that appeal to brides, event facilities, custom invitation vendors and caterers.  Develop a relationship with them to mutually exchange referrals.
4. Build Relationship:  People will comfortably do business with people they know, so instead of trying to “sell”, make a solid connection first, and you will gain a solid referral.
5. Coupons:  Offer coupons that promote an incentive for a referral.  “Refer a friend, and receive $30.00 off your next bill”.
6. Ask:  A great percentage of businesses forget to ask for a referral after transacting business.  That literally leaves money on the table and limits your customer base.  Once a customer has trusted you enough to do business with you, if he/she is satisfied, it will be very easy for them to give you a referral.  The sale is not completed without this last component.

Even if your business is in the formative stage, now is the time to work on your LIST OF PROSPECTS.  For every 1 person you meet at a network event, they know at least 5 other people who may benefit from your products or services.  So if you come to a network event of 10 women, you have a potential to walk away with 50 contact names and email addresses.

Now, here is the thing, keep in mind that these other 5 contacts may not transact business with you monetarily, but they may provide a resource you need or a service you need to help you advance your project.  These are golden because usually a bartered exchange or pro-bono service may represent  more value than just someone making a purchase.

WHEN YOU NETWORK, IT IS TO DO 3 VERY IMPORTANT THINGS FOR THE LIFE OF YOUR BUSINESS:

(a).   INCREASE YOUR CUSTOMER BASE

(b).   GROW YOUR REVENUE

(c).   PRESENT YOUR BUSINESS OR PROFESSIONAL SERVICES

KEY THINGS EVERY PROFESSIONAL WOMAN MUST KNOW WHEN NETWORKING:

·         Relationships built while networking produce repeat business and generate continual leads

·         People are always more inclined to do business with people they know and people they trust

·         Referrals gained as a result of networking are more likely to generate better sales because the referees trust the person who referred them.

·         Preparation at a network event produces solid leads. 

Time and time again I monitor network events and I watch people talk around their business but never ask for a referral or ask for a sale.  It amazes me that follow-up conversations tend to fall through the crack until the next event.  Business cards are peevishly exchanged without the expectation of a continued relationship; and postcards are given out with the hope that someone will read all of its contents.  You have to close out your conversations with an expectation of follow-up and commitment (on your part).  You have to be willing to follow-up, but be sure you have the proper tools to effectively do that.  You will need to:

·         Bring products/books/materials/web-site/cds/dvds/business cards/postcards

·         Have dates and deadlines ready for upcoming events

·         Receipt book

·         Payment methods

·         Business Calendar to schedule a follow-up.  Make sure it has the name & address pages to gather information

·         Business Card holder

·         PEN & PAPER  (this is a common mistake)

HOW DO YOU GET 5 REFERRALS?  ASK!

When asking for prospects you want to qualify that prospect so it’s not a waste of your time.  You want prospects that are suitable to the services or products you provide.

For example if you are in Real Estate, you may only obtain 1 name as opposed to 5 because of the current economic climate.  However, if you can get your foot in the door at your prospects church or civic group to do a pro-bono session on the “Benefits of Buying in a Down Economy”, then your potential prospects exceed 5 single leads.

Getting referrals require savvy and creative thinking.  Think about what you need to walk away with to make sure your business can thrive.  Also, be willing to reciprocate and give your services away in order to help you get to the bigger picture.  If you can teach a class or bake a sample cake to present to a company then do it.  But make sure that you are prepared to close the sale after they have experienced your services.  Go for the bigger commitment.  Some times people want to “sample your wares” before they buy.  This concept of sampling is a great way to get your business out front.  At your next networking event armor yourself with what it takes to build your customer base.  After all networking is more than a “feel good gathering”; it’s about business growth and lead generation.

© 2009 Carmen A. Gray.  All rights reserved.

Just recently I was almost jaded by a condescending attitude from someone who wanted me to feel insignificant in their eyes.  In conversing with the person, every word was chosen to make sure I felt belittled and unimportant.

Notice the word here is ALMOST.   Prior to this conversation, I sat in the presence of someone whose praise and exhortation of my efforts held more weight than the status of the person who berated me on the phone. 

The situation was laughable.  You know the kind of grunted laughter that erupts from a place of disbelief, and shock?  Well, I held the phone in my hand, and I thought to myself, "You don't know who you are talking to.  The day will come when you will feel honored to be in my circle of influence."

WHAT AM I SAYING?  Simply that the reinforcement from my reservoir of purpose gurgled up to the surface before I could allow hostility and dominance to stagnate the flow of possibility in my life.  Yes, it caught me off guard, yes it almost shifted my focus, yes I almost felt jaded, but the reality of where I am headed is greater than my now.   My now, is momentary and is constantly shifting and moving me forward to my place of possibility.

Do you know that while I was almost jaded, I wanted to prove myself?  Make a point.  Help them see the error of their ways and let them redraw their former conclusion.  However, I gave up vengeance a long time ago; it doesn’t even belong to me, and guess what...the point was moot.  I have nothing to prove; besides I’m not even living in the fulfillment of my destiny yet.  I’m on the path, but I’m not there, so there is nothing to prove to anyone but myself.  I owe it to myself to stay focused.

The reality is that everyone will not celebrate you while you are on the course to where you are supposed to be, but don’t forget to surround yourself with the people whose presence matter.   For me that person is my husband - my biggest fan and coach.

Be mindful to surround yourself with those who will support, encourage and help you, but most importantly those who you are assigned to support, encourage and help.  After all, what is greatness if it is not used to bless others?   Accolades will not always be rolled out like a red carpet, and every now and again, having a little condescension sprinkled on you is healthy as well.  It will help you to gauge whether or not your focus is crystal clear or a little smeared.  I learned this little lesson last week, and I smiled because it showed me that I am on the right path to my possibility, and I must say that I am enjoying the trip.   I hope you are too.

©2009  Carmen A. Gray -  All Rights Reserved.

In observance of National Women’s History Month, I celebrate the unsung heroines of my life who have indelibly left impressions upon me that have shaped the “who” I am evolving into.  In my current state of “me”, I have a keen awareness that something in me yearns for the extraordinary; and defies mediocrity even in its most base form.  I recall that even as a child, I could not grasp the concept of settling for status quo or for something that would cause me to fall short of the legacy I desire to leave.

Legacy:  Now there is a word that often finds its way into my vocabulary; perhaps because my lineage has been traced back to a heritage of those who have paved the way for such a possibility to exist even in my own life.  Or perhaps it’s because mere existence is an insult to my birthright, my purpose.  I feel the need to stretch past limitations and barriers, and even timelines that are not in compliance to the manuscript that accompanies my life.

Now, getting back to those unsung heroines; Mrs. Annie Bell Smith, my late great grandmother, fondly referred to as ‘Granny’ or ‘Granny Bell’ was a delightful woman, and indeed a worthy heroine!  Sometimes, I believe that her hands were on the potter’s wheel (with God’s permission of course) helping to shape me into the woman I am to become - after all, I’m still in the makin’ as the old folks would say.  Anyway, Granny had a way of teaching life’s lessons that one doesn’t soon forget.  These little treasures were always wrapped up in a story.  Like the story of “Pameline”.  When Granny told us the story of Pameline it was to let us know that my sister and I were messing up.

Pameline was this ditsy little girl who just couldn’t seem to follow the instructions her mother gave her to go the store.  Every time Pameline went to the store to purchase bread, milk or eggs, she always returned with damaged goods and a poor excuse.  Poor Pameline just couldn’t understand that you can’t drag eggs home on a string, because they will surely break.  Needless to say, the story of Pameline was told in such dramatic tones that would always garnish giggles from my sister and I and leave us asking for more.  But rest assured beyond the giggles and the plea for more, we got the point.  Granny made sure we did.

Annie Bell Smith was a well to do woman whose husband owned two nightclubs and was a promoter in South Carolina, bringing in all of the great singers of that era.  I guess you could say she experienced a lifestyle that would characterize her as upper middle class.  You see, owning four homes and two nightclubs was pretty advanced for an African-American family in the early 1940’s.   

What I recall most about my grandmother is that she was an extraordinary giver.  Her life reflected her love of giving.  For many years she worked for the State of South Carolina with handicapped children until she retired.   She was always taking someone in, and feeding those who were less fortunate, and she always seemed to be tucking money into someone’s hands.  Her memory to me will always be legendary, for she was larger than life, and I celebrate her this month.  Her history has been etched on the pages of my heart and will live throughout her lineage.  She unleashed the power of giving to me.

My mother, Mrs. Mattie L. McClerklin Mosby is another woman worthy of celebration.  Her ancestry has been traced back to Kings and Queens.   Before ancestry.com was available, my uncle, an attorney in Washington, did an extensive research on our family’s history and uncovered invaluable information about our heritage.  My mother has often been characterized as regal and stately.  Her quiet, yet authorative demure leaves no doubt that she is a woman of greatness.

Mom made history in the state of South Carolina as the first African American female to work in the House of Representatives.  She received a lot of media publicity and worked closely with the Senate proofing the budget for the State.  As significant this accomplishment seemed to be, it is not legacy material.  The legacy Mattie L. McClerklin Mosby will pass on to her children is the legacy of extraordinary faith.  Perhaps the stories of her life of faith will never be chronicled, but they too are etched on the pages of my heart.  Faith to believe the impossible is worthy of celebration.

Yes, I do desire to leave a legacy behind.  I have always wanted more than wealth.  I want to affect humanity.  Is that too much to ask?  Am I reaching for too much?  I often ask what can I do to change the world, what can I do to leave an inheritance, what can I do to maximize my potential, what can I do to be pleasing unto God, and will my life have mattered, and to what capacity?  How will history write the pages of my life, but more importantly how will His – story play out in my life?   All of these things require faith and giving.  I have inherited both from my mother and Granny Bell.  For that I am grateful. 

Lastly, to all of the women past and present who I have been so blessed to know and receive from; to those of you who will help tell my story, I celebrate you.  I celebrate your strengths, your purpose and our connection.  You are extraordinary and exceptional in many ways.  So for the month of March, along with my Granny and my mother, you are who I choose to celebrate:  Extraordinarily, beautiful you!

© 2009.  Carmen A. Gray - All rights reserved.

In an 

In an economy that has been seduced with greed and unethical practices for material gain, it seems that the backlash of cause and effect has dealt a harsh blow to the ‘main street’ market, or should I say to small business owners. However, in spite of how dismal the outlook seems to be, there are some sure ways for small business owners to thrive in spite of the economic duress that many businesses now face.  For those of you who were raised to have ‘good manners’, these suggestions will not require any added skill development or even affect your budget.  However, if your personality is a little challenged in this area, don’t worry; the cost will be minimal but definitely worth it.

 

Account Management is a must for every business; especially for the small business owner.  When you acquire a new customer or client, the relationship does not end with a financial exchange for your product or service.  When you understand the cycle of Account Management, you will be able to not only retain your customers, but you will benefit from their referrals and testimonials.  The main components to Account Management are the ability to effectively follow-up and follow through with your ideal client.  See the tips below to help you develop a systematic approach to Account Management. 

·          Needs Assessment:  Keep a file of your customers needs.  This will help you to broaden the services you provide while giving you ideas about the most common needs of your ideal client.  *Remember this list is for your ideal client – trying to service the needs of every customer will have you pulled in too many directions.

·          Courtesy Follow-up:  A courteous follow-up could be the difference between whether or not your client becomes a customer. 

o         A client is someone who is interested in your products or services on a short-term basis.

o         A customer is someone who will commit to doing business with you on an ongoing basis.

A courtesy follow-up helps you have their best interest at heart.  A simple follow-up could be conversational by telephone or by obtaining permission to send marketing information to your client to keep them aware of the products and services you are providing.  If you have a renewable product or service, take the initiative to offer a friendly reminder to your customer.  Make it easy and convenient for them to do business with you.

·          Follow Through:  Following through on a promise requires a conscience and consistent awareness of your offerings.  Don’t offer more than you can deliver.  If you have people working for you, make sure they are not offering more than you are able to give.  Following through may require you writing down the things you have casually mentioned in conversation, and acting on it.  Remember your word is your bond.

·          Thank You:   A reflection of good manners is a simple “thank you”.   My grandmother always said, “A simple thank you will carry you a long way.”  Thanksgiving is an expression that is timeless, and it is a reminder that people are not to be taken for granted.  It also expresses to the recipient that you see value in them.  Be sure to make this a part of your strategy for effective account management; without it, you will find your customer base declining.  Common courtesy is the life line of your business. 

No matter what business you are in, you are in the People Business.  Discipline is the key to successful account management.  If you lack the discipline to pick up the phone and do a courtesy call or send out a courtesy e-mail, hire someone to do it for you.  Perhaps your personality requires supervision to help you stay on top of your customer service skills.  Find someone who will help you be accountable.  If will cost you something to do so, but the return on investment is worth it as your business gains and retains a healthy stream of customers resulting in revenue. Developing a systematic approach could be as simple as developing your business into days.  For example: 

            Mondays - Service customers; Handle Admin.

            Tuesdays – Make phone calls; follow-up on leads; follow through on commitments

            Wednesdays - Develop calendar (schedule appointments, etc.)

            Thursdays - Develop marketing material

            Fridays - Relax; enjoy the labor of this week; transact business.

*Customize your schedule to reflect what works best for you.

 

Keep in mind, that although the economy has viciously spiraled downward, if you implement these steps to help you build and maintain a solid customer base, you will still be able to thrive in spite of the recession.  Give your potential customers a reason to do business with you, and give you referrals.  Following up & following through with the people you service, is a ‘recession proof’ way to stay in business, and keep your customers coming back for more.

 

 

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It is quite evident that we are now in a recession or economic downturn.  In light of this realization, it is imperative that businesses continue to provide excellence in service and not compromise the integrity of their business.  The most common mistake that I see business owners make is they begin to ‘short change’ the customer on excellence.

Keep in mind that excellence does not always have to be reflected as an extra expenditure to your current budget.  As a matter of fact, this quality should be kicked up a notch to compensate for other expenses you may have to curtail.  In other words, allow the grandeur of your services to make up for the budget friendly products you may now have to substitute for the ‘Grade A’ products you may have generously used for your clientele before.

For example, if you are a painting contractor, you may be used to using a high end paint that is associated with a popular name brand.  You can still provide your customer with the same care of excellence in service, but you may have to use a more budget friendly product that does not compromise the quality of your work, and safeguards your profit margin.  You will find that most customers will be okay with the brand you use as long as the quality of work and service has not been compromised.  Simply communicating with the client will help establish your integrity and possibly gain you great referrals.

There are 5 key ways to provide your customers with the excellence they deserve without hurting your budget:

1).  Creative communication:  If your company is making changes to cut back on a popular product that compromises your budget, simply position that product as a special order or you can creatively suggest:  “For a limited time only”.  If it is a product for purchase, you may simply want to phase it from your inventory with a small advertisement such as, “Hurry while supplies last”.  Please understand all product changes do not have to be communicated to your customers.  You have the authority to make discretionary changes, and offer comparable products that meet your budget and your standards.

2).  Package Offers:  Help your customer get the most out of your service or products by using the concept of ‘bundling’.  This will require financial strategizing on your part to ensure this is profitable for you, and serves the best interest of your client.  It’s amazing how just adding on one additional item increases your profit margin, and provides a need that perhaps your customer didn’t even realize was needed.  For example, just yesterday I went into a popular national restaurant, and as I was being rung up, the sales lady politely offered or rather suggested, “Would you like to take a tin can of mints with you or perhaps some gum?”  My response was that of gratitude, because I needed the mint or gum, and just didn’t think to ask for it.  I had her to ring it up for me, and at that time the other cashier was offering the same service to the customer on my right.  I realized that this small addition to each customer’s original purchase also helps to increase their profit margin, under the guise of friendly customer service.  Think about it, this national restaurant probably services 2500 guests per day, and with this small purchase of $1.99 per mint can, their profit margin increases even if only 1/3 of their customers felt obliged to purchase their non-imposing offer.   

3).  Follow-up:  Nothing spells quality customer service like a friendly follow-up call, email, postcard or letter.  This is a very inexpensive way to track your customer’s concerns or praises.  Follow-ups require discipline, and are the life line of your business.  People always appreciate the ‘thought’ and the emphasis of your care about them as a client or customer.  It is also a great way to diffuse any problems right-away that may otherwise linger and hurt your business in the long run.

4).  Surveys & Polls:  The feedback component of your business will help you improve the quality of your services, and understand the needs of your customers.  Surveys & Polls are designed to help you target growth and improvement for your business; but they also give your customers a voice.  Even if the survey/poll experience is not pleasant, it is necessary to help you grow in the right direction for your company.

5).  Thank You:  A simple thank you goes a long way.  Make sure your customers understand how important they are to you.  Find creative ways to express thanks by offering incentives through services, or extra products.  Perhaps a V.I.P. invitation to a meet and greet; special store hours, or a discount may be in your budget to express your gratitude to your customers.  However, if you are not able to budget that into your fiscal calendar, a trusty stamp and personal note is always a welcomed gift.

Remember, your most trusted bail-out as a small business owner is yourself and the customer services you provide in this economic crisis.  Kindness never fails.

I have had over 1622 pieces of email in just one of my e-mail boxes.  Over half of which I didn’t even bother to open, because it’s just gibberish.  The same companies woo me every week with the same sad and tired sale, just packaged differently.  The sad part about it is that at the end of everything they are saying, to me it’s just translated as glib and hype.

There are requests waiting in my mailbox to be “friends” with people that I have never met nor had a vocal conversation with.  It’s amazing to me that we live in a society that has defined friendship by a one liner and a request, with the expectation that a prompt response is due.

What in the world?

Call me old fashioned, but at the end of the day I still treasure the timeless qualities of people who will pick up the phone and say the simple word ‘hi’ and mean it.  In a society that is so competitive for quantity (of friends) vs. quality of friends, one must truly be grateful for those people who have more than just a photo and a one-liner on our profile page.  Don’t get me wrong, this can be effective for some.  I have actually met some people on line like that and have had the opportunity to get to know them.  But they too, like me treasure true friendship.

Also, for the companies who only care about pushing their product on me without caring about what I need, the glib and hype they’re offering is shallow and a royal waste of space.  I hope not to ever fall into this category.  Please pull me on the coat tail and let me know if I ever become impersonal, and empty. 

So let me conclude by saying, that although I do find pleasure in writing business excerpts, I want to express to you, that you compel me to not waste space.  I’m not certain what type of day lies ahead of you, but I hope that it is one that is filled with satisfaction, whether it’s an annual review; meeting a deadline; an important business meeting or signing a contract.  I hope that you have much fulfillment by the time your day has ended, and when you look back over your accomplishment you will be pleased with the outcome.

I believe that in the world of IM’s and text-messaging, we have lost the art of extending genuine graciousness to people.  We are so interested in the convenience of getting our point across and maximizing our own agendas that we have allowed complete strangers to fill up our space with empty glib and hype that usually adds nothing to the overall value of our day, and often enough, leaves us filling empty and deprived of human goodness.  We are being wooed to trust complete strangers with our most precious and private information, and we date profiles rather than spending genuine time getting to “know” people.

I’ve decided to delete the empty space filler e-mails that mask themselves as urgent in my box, and do business with people that have a twinkle in their eye, and a warm smile either on their face or in their voice.  This is what creating customer relations and mutual acquaintences is truly about.

I can get glib and hype all day from empty television shows and commercials.  Connecting with someone who invites me to “click” to become their friend, well....it seems that that has become the era of viral media we are forced to respond to.  So I guess if at the end of the day the attached profile photo has a warm smile, and twinkle in their eye with a fuzzy headline of "hi", I can conform to connecting with people I would otherwise not have the priviledge of 'knowing'.