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How do we get the most out of social media?

How do we get the most out of social media?

There’s a lot of HYPE about social media, combined with a lot of activity, and usually very few real results – so here’s a very simple and effective approach.

  1. Focus on ‘getting it right’ first. People and organisations who are genuine, passionate, committed and attentive are like catnip to others, whether they get everything right or not – it’s their attitude and stance that’s so attractive. Focus on being genuine, passionate, committed and attentive in your field FIRST!
  2. When you’ve done that, make sure you’re ON all the relevant channels and have a reasonably decent profile.
  3. Then join in the conversation and seek to add value to others as an overriding principle through your genuine, passionate, committed and attentive approach.
  4. NEVER TRY AND SELL DIRECTLY – it turns people right off
  5. Welcome and respond to feedback and reviews (see our numerous articles on this subject especially the one entitled ‘There’s no such thing as a bad online review’)
  6. When you have a good profile and proven added value online – Consider adverts as they’re so easy to measure – start small and see what works first. Consider special deals via online activity.
  7. NEVER make special deals better than those that you offer to existing customers
  8. Review, measure, hone and keep it up and NEVER stop being genuine, passionate, committed and attentive

Social media is just open talk and gossip online. That’s it. So you need to act in a way that’s ‘worth talking about’ for all the right reasons, on and off line – be ‘remarkable’.

‘Sales through Service’ is a proven and powerful set of systems to boost sales whilst also enhancing the customer experience – to receive a free ebook ‘The 7 Deadly Sins of Sales’, please email support@salesthroughservice.com or visit http://www.salesthroughservice.com/free-sales-resources/

Why feedback doesn’t work: manipulating feedback is like taking aspirin for a broken leg!

Woman laughing on mobile phone isolatedAs feedback specialists, we help businesses organisations with all sorts of feedback on-line off-line, direct and indirect, immediate and delayed.

(I bet you didn’t even know that there where so many variations!)

Now, most people are beginning to realise that feedback only has value when it is transparent, and includes both positive and negative; but there are many organisations out there, and even, hideously, feedback systems that are promoting the ability to filter feedback; i.e. you just publish the good feedback (this is a process we use to call in the good old days, publishing ‘testimonials’).

So, without me having to spell out how completely ridiculously daft this is to do this let me just ask you some questions;

  • How popular would Trip Advisor if it only had good reviews?
  • How reliable would customer reviews on Amazon be if they only published the good reviews?
  • How would EBay work if the customer could only publish a good review?

It’s ludicrous isn’t it?  Yet, so many businesses are still on this mind set of ‘testimonials’ rather than feedback!

I don’t know how we can make this clearer; manipulating feedback in any way is like taking Aspirin for a broken leg.

Feedback instead needs to be dealt with systematically structurally, using both immediate and time lapsed systems, and joined together to make it easier for the customer to tell you whether you are good bad or indifferent.

The feedback needs to be published openly so that your consumers will trust you (remember; everyone can get things wrong, just not owning up is the problem!).  And every type of feedback should generate a response that will build customer loyalty and referrals.

There are ways of doing this that are tried and tested and pay for themselves many times over.  If you don’t know about these or have any questions you know where to get hold of us.

Why feedback doesn’t work? simple: you’re not doing it properly!

What to do? you need to engage an expert: it’s a simple as that:

  • you wouldn’t get an office junior to do your tax return,
  • and you wouldn’t go to the post office when you felt ill:

so why go to anyone other than an expert when you need to get the single most important aspect of your business right?

There is no such thing as a bad online review

In previous blogs we have discussed the power of feedback, and how important it is to get it right, do it obsessively, and make sure that it is done in a way that your customer engages with you, before they have left you, so that you can not only build your reputation with them, but are also given an early warning of any bad feedback that is about to go on to the public domain.

So, if you get your feedback systems right, and your business is built around the four empowering and common sense principles of ‘great or poor’ customer experience (for more information on these four principles, please search online for “great or poor” or contact us), then, whatever feedback you get, you can turn it into a business advantage and long-term sales growth.

How is this?

If you get a great review, it’s not only tells you what you are doing right, but also tells the world to trust you and do business with you.  It also gives you an opportunity to turn this cut one customer into a raving fan who will recommend and refer you proactively if you help them do it and make it easy for them.

If you get a “just OK” review, it gives you the opportunity to react to it online and explain what you are doing to put things right, (so potential customers can see that you are a genuine business wanting to excel), and you can get back to this customer and turn them into a raving fan by reacting positively to their feedback and telling them what you’ve changed and giving them a special deal to re-engage with you.

If you get a poor review, it gives you an opportunity to tell the world the truth about your organisation.  Other people like reading poor reviews much more than they like reading great reviews, so you will have more opportunity for sales building PR from a poor review.

If the poor review is fair, it’s not only gives you the information you need to stop yourself going out of business (for which, on its own, you should sincerely thank the customer), it also gives you the opportunity to react to it constructively in the public domain, so everyone who reads the poor review will see how caring and willing to engage with customers, you are.

Customers can easily accept that you can make mistakes and things can go wrong, but customers will never forgive you for not caring and not reacting kindly and positively to problems: a poor review is a great opportunity to blow everyone’s socks off.

If the poor review isn’t fair, you must assume that it is probably fair in the eyes of the reviewer and you react in a very similar way to the above: tell the viewer (and all the other viewers worldwide) what you think may possibly have happened, and how you always seek to accept feedback to help you continually learn and grow.  An unfair feedback is an amazing opportunity to react positively and show the world how emotionally intelligent you are and how they should rush to be your customer.

 

Investors in Feedback will work with your organisation, not only to make sure your feedback systems are doing the vitally important jobs that are needed from them, but also to make sure that you know how to react to all feedback, good, bad or indifferent, in order to turn every review or online comment into a PR triumph and yet another reason for customers to flock to you time and time again.