Community of Entrepreneurs

King Kong or Rin Tin Tin? - EchelonOne Consulting

2011-08-27T08:29:00.000-07:00

King Kong or Rin Tin Tin? - EchelonOne Consulting

Golf or Dinner, Anyone? It's on me! How about a chance to win a weekend at Kellerman's Resort?

2011-07-09T08:49:00.000-07:00

How would you like to WIN a FREE round of golf (with cart) at Tangle Creek Golf & Country Club or dinner at Doc Malones?

Simply click on the links below, complete any or all the online Opinionnaires©, and you will be entered you into the draw.

Bonus: Complete all 7 links below and you get 6 chances for FREE golf & cart pass (with cart) or dinner at Doc Malones.

Tell your business friends, and if you win, you all get to play or have dinner - for free!

Go to www.Opinionnaire.ca - and/or click on all 7 links below and get more chances to win.

Tangle Creek another chance: Let us know how and get the chance of winning a Foursome of Golf

EnerTest a draw for a comlimentary 2 Hour Energy Evaluation

Dr. J Communications Made Easy a chance for a $225 personal behavioural coaching session with one online assessment

TradeBank - Bartering a chance to win A weekend at Kellerman’s Resort on Otter Lake For Two ($500 Value)

The UPS Store - Minets Point, Barrie a chance to win $50 Gift Certificate for any in-house services

Customer Rejuvenation a free consultation to learn how to make more money with reduced costs
Online Real Estate a subscription to: Local Internet Dominance (LID). An online marketing magazine!

If you're interested in getting this kind of feedback for your business, check out the video I made at Shane Serra and Rich Grof's last event.

Go to http://www.youtube.com/user/StraightTalkSuccess#p/u/4/EeySWf9vKhE

Thank you, have a great day.

Mr. Bob Cassels,

Follow these 21 exercises and you will change your paradigm.

2011-06-07T13:41:00.000-07:00

Follow these 21 exercises and you will change your paradigm.

In our daily lives most of us do things out of habit. At some time in your life you have created an automatic system to make your life better. This habit jumps into action whenever it is triggered. Go on ‘habit patrol’.

Real Example: Chicken Little heard “the sky is falling”. He grabbed a chair and put it on top of his head to protect himself. Of course the sky was not falling but just in case he did not remove the chair. That’s clearly a bad habit! Years later, one of his business associates asked him, “Why do you carry a chair on your head?” His response was “What chair?”

Many habits, we have are as useless to us now, as that chair. We follow these habits. It’s like we are on automatic pilot. I am suggesting that you think about ‘old habits’. Try taking a drive down different streets to get anywhere you travel today. See what you’ve been missing somewhere else. Take back these old beliefs and make new choices. Get out of old thinking and choose those ideas that make sense now. Are we making advertising choices based on old habits?

Real Example: The industrial revolution created mass advertising and market shares. How many TV’s do we need? Advertising has its place. Do you know where? A wise man said “Advertising builds Image and Relationships gets you sales”. Advertising is expensive; it is a science. What do you want - Sales or Image? In these financial times many businesses are looking for ROI: Relationship marketing shifts the focus to sales.

How do we recognize opportunities? Instead of doing things on automatic pilot, REALIZE YOU ALWAYS HAVE FREE WILL! Choose what you want to happen.

Exercise: Make a list: What are all of the ways you promote your business without advertising? Do your promotional activities get you results? Adverting build image while relationships get you sales! Which no you want?

Watch the video

You can do it yourself or hire Mr. Bob to do this for you, go to www.mrbob.ca

To your $ucce$$
Bob Cassels

Accelerate and Maximize your Results

These paid programs are available via one-one one or group coaching by telephone or in person:

Referral Bootcamp
4 week program - Basic fundamentals to get started - $99 for members ($120 for non-members)
8 week program - Building on the basics, this program goes in-depth and fine tunes techniques specific to your needs. $198 for members ($240 for non-members)
Individual Coaching - Call for a free asssessment of your needs so we can design a custom program together.

Half Day or Full Day Seminars available at your place of business or your convention.

Referral Bootcamp follows the outline of the 21 day challenge and goes both deeper and more individualized in these programs.
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Cassels Marketing

72 Ross Street, Suite 7-08, Barrie L4N 1G3
705 721-0727

http://www.mrbob.ca

If it's Working, keep doing it.

2011-06-07T13:39:00.000-07:00

If it’s working, keep doing it.

Identify the promotions that are working. Which are not? Commit to dropping or changing all of the ways that are not working.

What are the reasons for the ways you promote your business? Many of my clients have discovered that by some minor tweaking they have substantially increased their ROI. The choice is always in your own hands.

Watch the video

Real Example: I was amazed when one of my clients said to me, “After taking your workshop, I realized that I have been doing the right things to build my business. And I didn’t know that taking advice was not always good for me.”

Let me introduce you to Noel St. Laurant of Huronia/Muskoka Defoggers at (705)424-0506. He gets folks to look for foggy windows and fixes them at a fraction of the cost. There were a couple of his stories that have huge impact.

Story One: Noel was driving around in a familiar neighbourhood. He recognized a house that he had defogged years before and saw the owner. He stopped and engaged the owner by asking how the defogged windows were now. The astonished owner said they are fine. He also commented that no one has ever followed up after this many years.

What message do you think that owner talks about? This is the power of Word of Mouth Marketing.

Story Two: Noel was defogging a patio door window. As he started the work the glass exploded in thousands of pieces…not funny. Instead of reacting, he became proactive by ordering new glass at no charge and completing the job. Many businesses point fingers for blame. Noel moved to fix the problem and built new referral business as the result.

Exercise: Make a list of stories about your customer success. Tell them often and relay solid evidence to others to demonstrate the success for you. Carry or place a portfolio in a prominent place so everyone can show folks you make a difference.

You can do it yourself or hire Mr. Bob to do this for you, go to www.mrbob.ca

To your $ucce$$
Bob Cassels

Accelerate and Maximize your Results

These paid programs are available via one-one one or group coaching by telephone or in person:

Your Subscription:
Change your subscription

Cassels Marketing

72 Ross Street, Suite 7-08, Barrie ON, L4N 1G3
705 721-0727

http://www.mrbob.ca

Put your Talents to work.

2011-06-07T13:38:00.000-07:00

Dear Mr.

Put your talents to work.

I have found that when working with organizations there are certain needs they have that I could perform.

There are times to strategically offer these services at no cost. This strategy has to be addressed carefully.

I don’t believe in offering or giving my services for Free. I explain that this is the cost of my services and in return I receive this amount in say a membership, tax receipt or promotion to that audience.

Your time or skill is valuable. Look for ways to promote you. One of the greatest promotions can be in the form of your logo as a sponsor or a thank you from the organization your helping "free".

Watch the Video

To your $ucce$$
Bob Cassels

Accelerate and Maximize your Results

These paid programs are available via one-one one or group coaching by telephone or in person:

Your Subscription:
Change your subscription

Cassels Marketing

72 Ross Street, Suite 7-08, Barrie ON, L4N 1G3
705 721-0727

http://www.mrbob.ca

Do you have the reputation of “champion” in your community?

2011-06-07T13:34:00.000-07:00

Do you have the reputation of “champion” in your community?

Would you like to be known as the one person in the know? It is so much easier to have that reputation than you might ever think. It is not tough. It just takes consistency and enthusiasm.

Real Example: I have created Mr. Bob, a marketing guy who guides entrepreneurs to success. My biggest raving fan always says, “Before you make any marketing decisions you need to meet Mr. Bob!”

Watch the Video

My Example: – I created Mr. Bob’s Network at www.mrbob.ca a local network entrepreneur. With over 3 thousand businesses listed and a weekly updates featuring its paid members. The network has a following of around 6,000 visitors tapping into it’s members every month. Business can join for free or become a pro member where you get added promotion for less than $200 of promotion.

We are currently working on a new membership site Being Green for those that have interests in the environment. Those that are green products, services, groups or advocates need to contact me so you are kept informed.

Exercise: Ask yourself some questions. Can anyone else do the job the way I do? Can anyone else bring ME to the table, to the jobsite? No…remind yourself that you are unique in your field. Because you are! Does your fingerprint match any other?

You are perfect just the way you are. Your new business contacts just need to find that out. If you believe you are giving your best shot to your business efforts and know in your heart you are the best person for the job, you will stand out from any competition. And you will attract new business every day.

You can do it yourself or hire Mr. Bob to do this for you, go to www.mrbob.ca.

To your $ucce$$
Bob Cassels

Accelerate and Maximize your Results

These paid programs are available via one-one one or group coaching by telephone or in person:

Your Subscription:
Change your subscription

Cassels Marketing

72 Ross Street, Suite 7-08, Barrie ON, L4N 1G3
705 721-0727

http://www.mrbob.ca

Do you REALLY know why customers buy from you?

2011-06-07T13:33:00.000-07:00

Do you REALLY know why customers buy from you?

Let’s not avoid the obvious. Find out why customers buy from you. It amazes me that business owners depend on people they know for real intelligence about their customer. A typical owner seems to hang out with friends and associates. The information they share is based on their perceptions - not on reality.

I used to work as an employee; I found that when we had meetings about customers, the participants offered suggestions based on their perceptions. This information did have a truth to it but it was highly subjective or disoriented.

Real Example: I did a rejuvenation program for a retail service business with multiple locations. The five person management team believed that the main reason customers came to them was because of their corporate discounts and points programs. This is where they spent their advertising dollars.

I conducted a rejuvenation programme that focused on all aspects of their business. The results were interesting. The main reason customers came was because of the convenient locations and customer service that exceeded competitors. There was NO interest in discounts and points programs.

Over 90% indicated that they wanted contact by this company to book business.

Exercise: Plan to meet with a customer a week and find out why they like you. Plus, ask where you can improve. Create a journal of your findings for your next meeting. It would be interesting if all your staff did the same thing.

Build Trust: Make a note of who responded to your e-mail requests. They are interested in helping you. They get an extra star – make sure they are on your holiday greetings or birthday card list!

I have been in this marketing business for a long, long, long time. There is no such thing as a market. There is only one person at a time. Group advertising sales are for businesses that have the big budgets. Do you have a big advertising budget?

To your $ucce$$
Bob Cassels

Accelerate and Maximize your Results

These paid programs are available via one-one one or group coaching by telephone or in person:

Your Subscription:
Change your subscription

Cassels Marketing

72 Ross Street, Suite 7-08, Barrie ON, L4N 1G3
705 721-0727

http://www.mrbob.ca

One of the most rewarding aspects of being in business for yourself is the people we meet. Some become trusted advisors.

2011-06-07T13:30:00.000-07:00

Create your Advisors

One of the most rewarding aspects of being in business for yourself is the people we meet. Some become trusted advisors. They really get to understand who I am. They are my informal guides to my success.

When it comes to operating an entrepreneurial business, where you are alone with your thoughts, having advisors makes all the difference.

These folks are raving fans. They come in unexpected ways and from unusual places. They don’t necessarily have to be clients. They could be. They could be family, friends, associates, competitors, neighbours, raving fans and so on.

I have found that these relationships naturally grow to be reciprocal. It is a mutual help and advice relationship. Many times I have brilliant ideas that I believe will change my clients’ businesses. Once I have communicated it, I check with an advisor or two. They might ask, “Great idea! How about some fine-tuning?” Bottom line, they are there to help me. They are participating in my business.

Exercise: Start to recognize your own group of advisors. They are the positive influences who complement you. They have your best interests at heart – and you have theirs.

To your $ucce$$
Bob Cassels

Accelerate and Maximize your Results

These paid programs are available via one-one one or group coaching by telephone or in person:

Your Subscription:
Change your subscription

Cassels Marketing

72 Ross Street, Suite 7-08, Barrie ON, L4N 1G3
705 721-0727

http://www.mrbob.ca

Word of Mouth Marketing Challenge your friends, associates & raving fans

2011-05-29T06:42:00.000-07:00

Challenge your friends, associates & raving fans

Pull out your story from Day 2 and share it with your raving fans. Tell them you are available for more business and ask them one question: “Do you know anyone who should be using my services?” The result we are looking for is to have each of these people refer you.

Watch the video

Let’s spread the stories. Challenge your top seven supporters to tell your story to at least one other. It’s like that game when you all sit in a circle and whisper something short and precise to the person sitting next to you. That message gets whispered to the next person and so on. What usually happens is the original story gets changed.

So, now let’s take your story and make it easy to remember. Make sure it is short and delivers an impact. Read the example below. Get your supporters to spread your message and when they are in conversations suggest they say something like: “I know this person who can get you the lowest insurance rate.” This is on course with your message.

Watch the video

Real Example: I had a client who was delivering a message that went on and on about all his services. It was to the point that the eyes of the folks listening went blurry. There was no impact and the message held nothing that mattered to the audience.

After a number of coaching sessions we created a simple message that got him results.

Geoff Cook at (705)719-7293 anchored his story by saying this: “I get people the lowest insurance rate.” Then he said, “Last week I got a young couple $2,000,000 for $60 a month.”

Exercise: Don’t ramble! Let’s make our stories short, simple and clear. Then add client examples to show the results.

You can do it yourself or hire Mr. Bob to do this for you, go to www.mrbob.ca/bob .

To your $ucce$$
Bob Cassels

Accelerate and Maximize your Results

These paid programs are available via one-one one or group coaching by telephone or in person:

Your Subscription:
Change your subscription

Cassels Marketing

72 Ross Street, Suite 7-08, Barrie L4N 1G3
705 721-0727

www.mrbob.ca

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What is your passion? Turn that passion into business.

2011-05-28T10:19:00.000-07:00

What is your passion? Turn that passion into business.

Watch the video

Draw up a plan and strategy to build a raving fans army. The secret is simple. It’s all about building relationship and acknowledgements.

Need help with this? Bob offers a comprehensive program that helps you create and implement a specific strategy based on your specific situation. Call for a free 15 minute consultation to get started.

Do you know - and better still do your folks (friends, family and neighbours) know:

Where you are going?
Why they should support you?
The end result?

Real Example: I met a Real Estate Professional who wanted to stand out from the competition. Whenever I asked her what made her stand out she listed all the things that other Real Estate agents said about themselves.

In frustration, I realized that this strategy did not help her. I changed my approach. I asked her, “What is your passion in life?”

“Oh”, she said, “That’s easy!” I am passionate about making sure cats and dogs get shelter. I want to be a board member on the humane society.

I then moved back to the old question, “What makes you stand out in your business?” and she repeated the old lines. I switched the direction of the questions slightly.

“Now, how many homes in town have pets?”

“I believe about 75% to 80%.”

“How do you help animal owners with their pets when moving?”

“I help the owners and the pet’s distress, offer grooming, identify good areas to live, help with deodorizing homes and give coupons.”

“So…you are the Pet Friendly Real Estate sales person!”

“Wow!!!” Her eyes lit up.” “That makes me REALLY stand out from my competition!!”

Exercise: Make a list of your passions - like pets or the environment or any other issue that stirs the heart. Identify that group and join it.

To your $ucce$$,
Bob Cassels

Accelerate and Maximize your Results

These paid programs are available via one-one one or group coaching by telephone or in person:

Your Subscription:
Change your subscription

Cassels Marketing

72 Ross Street, Suite 7-08 Barrie L4N 1G3
705 721-0727

http://www.mrbob.ca/bob

What is your passion? Turn that passion into business.

Draw up a plan and strategy to build a raving fans army. The secret is simple. It’s all about building relationship and acknowledgements.

Do you know - and better still do your folks (friends, family and neighbours) know:

Where you are going?
Why they should support you?
The end result?

In frustration, I realized that this strategy did not help her. I changed my approach. I asked her, “What is your passion in life?”

“Oh”, she said, “That’s easy!” I am passionate about making sure cats and dogs get shelter. I want to be a board member on the humane society.

I then moved back to the old question, “What makes you stand out in your business?” and she repeated the old lines. I switched the direction of the questions slightly.

“Now, how many homes in town have pets?”

“I believe about 75% to 80%.”

“How do you help animal owners with their pets when moving?”

“I help the owners and the pet’s distress, offer grooming, identify good areas to live, help with deodorizing homes and give coupons.”

“So…you are the Pet Friendly Real Estate sales person!”

“Wow!!!” Her eyes lit up.” “That makes me REALLY stand out from my competition!!”

Exercise: Make a list of your passions - like pets or the environment or any other issue that stirs the heart. Identify that group and join it.

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Well-designed customer survey can improve your business

2011-05-20T11:13:00.001-07:00

Mr. Bob Cassels has a unique and valuable service to offer small businesses – surveying.

About 5 years ago, Bob, which had previously owned a research company, decided to provide a more hands-on service.

His firm will plan and conduct survey/response programs at the customer, employee, and management levels.

Each is a very powerful tool, with powerful results.

A business can benefit from one, or a combination of the three.

“Recently, we did a customer survey by mail for a specialty printing company with over 1,500 customers,” Bob Explained.

“There had been a change of management and they were not sure how customers reacted. There was an incredible response to the first mailing – 10%. We obtained a great deal of valuable information which, in turn, led to improvements in both service and products.”

“More importantly, the very fact of an organized survey being run by an impartial third party generated a lot of renewed interest in the company from customers who had slacked off previously. The Client estimated that the business generated as a direct result of the survey ‘event’ more than paid for the cost of the program!”

In the example cited, the client learned that it was actually serving a number of widely differing markets with differing needs. As a result, it decided to segment its marketing and communications so that each market got exactly what it needed, and no more. This in turn led to even greater overall sales.

Bob emphasizes that his techniques and methods are unique to his firm, and they are “proven to perform”. He has purposely set his business to fill the market niche at the affordable spectrum because he is aware that small and medium-sized enterprises could not possibly afford the fees charged by large research firms catering to the mega companies.

Keep the Customer Satisfied

2011-05-20T11:12:00.001-07:00

Providing excellent customer service means more than just a handshake and a smile - although that helps too.

Successful business operators believe that examining your customer needs, providing full information about all your products and services, and responding quickly to mistakes will keep clients coming through the door.

...Hanging onto the customers you have by providing excellent service can be more important than seeking out new customers. says Bob Cassels of The Cassels Corporation.

Cassels offers a "customer retention and rejuvenation" plan that helps companies retain the valuable clients they already have.

About 80% of most businesses comes from 20% of your customers, says Cassels, so it's important to keep them happy.

Companies lose 68% of their customers due to an "attitude of indifference", followed by 14% who are dissatisfied with the product.

"Focus a little less on new sales and more on the 68% you could potentially lose from indifference. By analyzing the service side of your business you can determine if you truly understand and meet your customers' needs," Cassels notes.

Keep that Competitive Edge

2011-05-20T11:09:00.000-07:00

The marketplace is changing - and customer service must keep in step. We are now in a market-driven economy, where the customer dictates what is needed. Companies must respond or get left behind.

The world is getting smaller as the global economy grows.

l The new technologies (Internet and Blogging) have, to a large degree, eliminated the borders to competition. This is the beginning of a trend that will affect our ability to compete.

l Products are manufactured in countries, which offer skilled labor at low wages. There are no real differences in products. A golf ball is a golf ball, a valve is a valve, and a TV is a TV. Companies realize that to compete, they must keep their costs down and quality high.

The Bottom Line: products are interchangeable, everything is the same and the customer chooses among them. Customer service is the key to attracting and keeping your customers.

Focus on increasing Customer Share rather than Market Share by improving customer relationship - one customer at a time. Your ability to communicate the uniqueness of your product or service to your customer is vital to your company’s success.

The first step toward open communications is to eliminate emotions. You need to diffuse a customer’s fear and anxiety before meaningful communications can begin. So listen to your customer and read the emotions between the lines. The most successful method is to let the customer talk, freely. Create an atmosphere where the customer is comfortable and believes he or she is in control. Demonstrate your responsiveness by acknowledging your customer’s concerns, as well as promising to meet his/her needs. Now the foundation has been laid. Communicating should be a simple task.

Based on the data gathered from our confidential customer perception profiles, it appears that only a few Customer Service Representatives respond to the real needs of their customers. Representatives tend to stop listening and make assumptions of what the customers want. They then steer them to solutions, which only partially address the customers’ concerns.

Communication is like good manners. Be polite and invite your customers to discuss their needs. Customers want respect. They believe that they have paid for it. They want to tell you what their special situation is. Please don’t assume that you know what the customer wants - avoid jumping to conclusions.

Customers rarely state their real needs and fears. This requires probing and repeating their responses back to them to obtain confirmation. What you are really doing is building a trusting relationship with each individual - one customer at a time.

For example, if your customers are seniors, how does your service address their needs? In many cases you are providing them the opportunity to communicate (talk) with another person about a particular topic. They may be just lonely. What has this got to do with your product? Everything and nothing! But if seniors are your market, then you need to understand their needs.

If you are dealing in technical products, and your customers are first-time buyers, the service you provide becomes even more vital. Take your typical VCR, and realize that only the engineers know how to operate it. What is the customer’s biggest fear and need, typically, not to be embarrassed, and to walk to away with simple, easy-to-follow instructions on how to run the VCR?

In both cases the need is not the obvious product or service. It is the more subtle understanding of where the customer is coming from. Let go the attitude of “let me show you how much I know “ and change it to “how can I make this experience be a pleasant and productive one for both of us.”

Competition is everywhere, so you need a way to stand out from the crowd. Your imagination, knowledge, and ability to identify customer needs and offer solutions will give you the competitive edge.

Get More Business From Your Next Networking Event

2010-08-29T07:48:00.001-07:00

At networking events, many entrepreneurs stand in the middle of the crowd not recognizing that there is a great deal of business waiting for them…if they only knew how to get it.

The skills necessary for getting appointments and business from networking events are learnable…it doesn’t matter if you’re shy or unsure, you can learn how to make networking events work for you.

One of the key purposes of my Free “Let’s Get Connected” networking events is to provide a networking environment that has been staged to give you a practice field that is fertile, safe and fun. Many people use the Mr. Bob’s “Let’s Get Connected” events to practice and hone their networking skills and I devote a good deal of my time there to help people get connected and get more business.

The next “Let’s Get Connected” event is September 14 at the South Shore Community Centre in Barrie. I challenge everyone to make it a goal to go to this networking event with the conscious decision that they will practice their networking skills and get appointments from the event. I will be there to do whatever I can to help you succeed with networking.

As you plan on going to a networking event, you may be asking yourself “What do I need to do to get ready and get more business from it?”

The best thing you can do is PREPARE! You want to go to the networking event with the mindset of someone out to find new business.

Here are some suggestions to help you go to the event prepared to get more business:

(1) Set an objective: This not an event, it is beginning of a process.

For example my goal is to find businesses: that are looking to grow, want new sales, find effective ways to promote their business, and pay less for advertising.

So, my objective is to set up 10 appointments.

(2) Go Ready. What do I bring to the event? I am shocked about how many business owners tell me they forgot their cards and brochures. This is what I bring: Business cards, my appointment calendar and fliers for the free networking table.

(3) Be Approachable. While you’re at the event, I am wandering around. I find that being easily identified makes me like a sign. Other attendees come up and speak to me because they now know who I am. That I am approachable and I can connect them with what they need.

In advance of your next networking event, I’d be happy to mentor you on going ready and with a “Get More Business” mindset. The people I’ve worked with on their networking skills find that not only do their apprehensions about networking fade away, but that they get more business!

40% Growth in New Referrals

2010-08-23T09:38:00.001-07:00

J.C. Mitchell Insurance experienced just that: a 40% growth in new referrals... largely attributed to listening carefully to their customers.

Mitchell worked with The Cassels Corporation to develop a customer survey that not only developed a better understanding of client needs, but also played a role in developing the company’s future direction. The follow-up utilizing a call centre (Simcoe Message Centre) allowed customers to express more and resulting in a growth in new referrals.

“Customers are made to feel wanted. In the fast-paced world of financial services, if you’re not taking the step of linking with your clients, you’re missing the boat, “ says Mitchell in an interview in the June 2000 edition of Huronia Business Times.

“Companies lose customers in 68 per cent of cases due to an attitude indifference”, says Bob Cassels, President of The Cassels Corporation. “If a customer really knows what you do, they can tell other people. People buy from people, not because of product. The majority of people deal with someone they like” (Relationship Marketing).

Besides getting feedback from customers, an independent Cassels Corporation Customer Survey is an opportunity to share information about other services and products that the business can provide.

BONUS: 35% growth in additional sales comes from better-informed customers buying more and 40% increase new clients through referrals.

Customers are fighting back. They are demanding better service, and if you don’t provide it, your competition will.

Who Should You Spend Time With?

2010-07-25T10:36:00.000-07:00

"There are so many prospects to call on! I really don't know where to start! If only I had a system that I could handle." Jane was tossing and turning in bed at 4 a.m. Her husband sat straight up in bed and said, "enough, you're driving me crazy. Tomorrow I will take you to Mr. Bob who knows about systems for crazy people like you. Now let's get some sleep."

After breakfast Harry phoned Mr. Bob to find if he could spend time with his sleep-deprived wife. At 10:30 am they had settled down in Mr. Bob's deli and were sipping on their double Turkish coffee. Mr. Bob walked over and commented, "You must be really desperate to be drinking that stuff."

Jane started by explaining that in her financial services business she was spending too much time running around doing a lot yet still producing few results. She knew that she had to simplify her efforts to build and grow her business.

Mr. Bob thought for a moment, smiled and recounted a true story of someone with a similar problem whom he had helped.

"I have a good friend named Bruce," he said. "We both like systems that make our lives simple. With our collective knowledge we came up with Bruce's Funnel system."

"In essence, we took all of Bruce's market and put them at the top of an imaginary funnel. As members of this market became more and more interested in Bruce's products, they became hotter and hotter prospects as they reached the spout at the bottom of the funnel."

"These prospects then became customers. That is the model of how we qualified his potential market. The reason for this model was to put in place promotions that would move a prospect towards being a customer. Newsletters, seminars and articles accomplished this for Bruce."

Bruce was now free to spend more time on productive things. Of course, he spent time working with his customers but he recognized that he needed to build better relationships and turn customers into clients. Customers just buy stuff whereas clients have a stronger relationship.

"Bruce also recognized that there was a third category. These categories produced referrals and in some cases were not customers or clients. They could be friends, family and associates. He recognized that this resource was his most profitable."

"Bruce's strategy was to concentrate on building more word of mouth referrals from his existing referral partners and spending time to increase this referral network to others."

"The results of his efforts were quite interesting. He found that the promotional activities became a liability, and the real revenue producers were his word of mouth referral networks."

Jane just sat there stunned.

"You mean that Bruce spent most of his time working with people who gave him referrals, and converting clients and identifying other natural referral producers? How did he do it?"asked Jane.

Mr. Bob replied that, in Bruce's case, he loved to play golf and he built relationships by playing golf with people who were likely to give him referrals. Others, he took to plays or sent them tickets, took to dinner and, to some, he just said "thank you" and mean it, the results are huge.

The point is people like to be recognized and appreciated for helping you. When you say thank you and mean it the results are huge.

In summary:

Identify your referral producers

Set up a system to monitor referrals

Say thank you for referrals

Don t waste time with non-referral-generating pastimes

Mine Your Assets

2010-07-19T07:19:00.001-07:00

Mr. Bob had a visit from a small business owner who owned a residential cleaning company. She wanted to build her business and had budgeted another $2,000 for advertising. She wanted guidance on how best to promote her business.

Mr. Bob asked the business owner what she had done in the past, and she replied that she had spent $2,000 on advertising. Mr. Bob asked if the advertising had worked.

"What do you mean, did it work? When you buy advertising there are no guarantees. You place an ad and hope that it works. It is just part of doing business," was her reply.

"Well, let's try and work out what results you got from the advertising. Let's measure your advertising success. How many clients do you have and how much revenue do they generate?"

The owner responded that she had 39 clients, each of whom paid her $45.00 a month or approximately $600.00 a year.

To Mr. Bob's next question, "Out of those 39 clients, how many became clients as a result of your $2,000 of advertising?" the owner replied that the advertising had brought one new client to her.

"So why do you think advertising is the way build your business?" asked Mr. Bob. "You have 39 customers, of whom only one came directly as a result of advertising. Where did the other 38 clients come from?"

She replied that they had come from friends, family, word of mouth and referrals.

"Well, then," said Mr. Bob said, "Let's look at how best to build your business. Your greatest success in gaining new customers comes by word of mouth referrals. What do you think would happen if you developed an incentive program for giving you referrals? For example, if one of your customers gave you a referral, you could acknowledge that referral and show your appreciation by giving your customer a gift -- flowers, a dinner out, a free cleaning up to the value of $45, or if the referral generated a larger contract, you could give a larger gift. What do you think would be the result of that type of advertising?"

"I would get lots of new customers," she said.

In summary:

Does your advertising work?
Is advertising the method to build your business?
Ask yourself, what approach gets your best clients
Identify and act on the strategies that make sense, not nonsense

More Than Just a Place to Buy Stuff

2010-07-12T07:29:00.000-07:00

Henry Miller, a car salesman, was not having a good day. As a customer service representative and sales associate for a large company, he dealt with clients and looked for new prospects on a daily basis. But today, nothing seemed to be working. He had used his regular sales pitch of emphasizing the value of the products his company offered, the reasonable prices, and the easy payment policy. No one was buying and he couldn t understand why. He was relatively new to this company, and didn't want to lose his job, but he couldn't see how he'd be able to make any commissions selling products that everyone else seemed to carry. Thoroughly frustrated, he put his head into his hands and tried to think of what he'd been doing wrong.

Frank Simes was Henry's supervisor. He'd been monitoring Henry's calls and watching Henry's frustration mount and, deciding to do something about it, called Henry into his office.

"This is it. I'm going to be canned," Henry thought, as he followed Frank into the inner office. Surprisingly, instead of being fired, Henry found himself being invited to lunch.

As they walked to lunch, Frank asked about Henry's family and how he liked working for the company. Henry talked animatedly about his wife and children and more cautiously about his job.

"Here we are," Frank said, stopping suddenly in front of a corner grocery store. The store was small and well kept, with bright signs proclaiming, "Welcome" and "Come on in".

For the second time that day, Henry was confused. He hadn't even known the grocery store was there. He usually went to the larger chain grocery store around the corner. And he never would have thought that they served lunch.

Looking around curiously, Henry saw that, even though it was a small store, the cashier's line was full and people were milling around filling their baskets. Henry couldn't believe that this store had such a steady clientele. He would have thought the larger store around the corner would have drawn all the customers away.

Settling down at the cafe tables near the deli counter, Frank began to talk. "I'm sure you're wondering why I brought you here for lunch," he began.

"It had crossed my mind," Henry said, swallowing nervously.

"When you look around, what do you see?" Frank asked. Sensing a trick question, Henry hesitated, trying to find the "right" answer.

"Let me tell you what I see," Frank said, letting him off the hook.

"I see rows upon rows of neatly arranged, and easily obtained food products. Products that can be purchased at the larger chain store around the corner, and are probably cheaper than here. I see nothing special or significantly different in the layout of the store, or the quality of the produce. Yet the store is full of happy and purchasing, customers." Henry listened quietly, his eyes following Frank's hands as they gestured about the store.

"You have to ask yourself then, as a sales professional, how this small, ordinary store has survived the appearance of a larger, flashier chain store around the corner." Frank paused to take a sip of his drink.

"Let's look again and try to figure it out. See there, near the cashier. That sign on the wall that says "Ask about our Birthday Club". There's a clue for you."

"A clue? The Birthday Club is a clue? What is The Birthday Club?" Henry asked, amused and a little intrigued.

Frank smiled. "So glad you asked. The Birthday Club is a program the owner set up to give a little something to his customers on their birthday. Mr. Bob, that's what everyone calls him, collects his customers' information, what they buy and sends them a gift and a gift certificate on their birthday. Sometimes it's a little bookmark or other such trinket, but always something he feels the customer will like. He includes a gift certificate for a certain amount and chooses a birthday card to go with it. It's been a big hit with the customers, and it gives Mr. Bob something valuable at the same time."

"What does Mr. Bob get in return? He gets to know his customers, their likes and dislikes, and their buying needs."

"How is that information valuable?" Henry asked.

"Once the chain store moved in a few years ago, Mr. Bob knew he'd have to offer something to his customers that they couldn't get in the other store. He realized that people today were not buying products in the same way any longer. Many stores carried the same products with minor variations. So how did customers choose whom to buy from? He determined that people were buying personality, not product. He began to get to know his regular clients, and to try to reach his occasional ones. He tries to greet them by name, if possible, and suggest products that match their interests. A funny thing happened when he started doing this. He noticed that more and more people were discovering his store.

He hadn't spent anything more than usual on traditional advertising, but his sales had increased. He began to send thank you cards out to people who referred their friends and family to his store. Little things that didn't cost him very much, but that made the customers feel good about shopping here and remembering his store."

"So, what you're saying is, instead of concentrating on attracting the customers to what the products had to offer or which of them he carried, he concentrated on how his customers felt about shopping in his store?" Henry asked, wondering if it was that simple.

"Exactly!" Frank said, smiling. "He knew that he would never be able to compete by only emphasizing his products and prices. But if he could establish a relationship with the customers, and make them feel good about where they bought their products, then they would want to come back."

Henry thought back to the frustration he had felt earlier. Had he been looking at things the wrong way?

"People want to buy from someone they feel is attentive and honest. They don't want to be just another order number on someone's books. They can get that feeling anywhere," Frank said, finishing the last of his drink.

"Hello there, Frank, how have you been?" Mr. Bob approached them with a smile.

After introducing Henry and talking for a few minutes, Frank mentioned that they should be getting back to the office.

"Frank, thank you for bringing Henry in. Oh, and Henry, if you'd like to join The Birthday Club before you leave, here's the form. Have a wonderful day gentlemen." Mr. Bob produced a short questionnaire from the deep pockets of his apron.

"Look forward to seeing you again, gentlemen." He waved as he walked away.

Henry smiled and began filling out the form. "Hey Frank, I'd like to pick up some "Thank You" cards before we head back, if that's okay with you."

In summary:

Build a database: collect your customers' information

Research shows that many customers buy personality, not product

Get to know your customers by name and what they like to buy

Do little things like birthday cards and thank yous instead of advertising

People want to buy from someone they feel is attentive and honest

Say thank you to customers who have referred new customers

Who is making money while you argue?

2010-07-04T08:23:00.000-07:00

One of Mr. Bob's favorite stories focuses on the famous legal cartoon of two defendants arguing over the ownership of a cow.

Each is pulling at one end and the lawyer is milking the cow while they argue.

Now,

Are you fighting with your competitors over the acquisition of NEW customers?

This fight for new customers is usually attained by advertising and promotions.

Now ask yourself, who is milking your cow?

or better still

Who is making money while you argue?

An interesting idea to think about

2010-06-27T19:22:00.000-07:00

In business-to-business marketing, it costs approximately 10 times as much to acquire a single new customer as to keep an existing customer.

Many businesses lose about 25% of their customers to their competitors annually.

If you could cut 5% of that customer loss, you could add as much as 100% to your bottom line.

Let s say you allocate 6 times as much to advertising as you do for customer retention.

Suggested Formula

Acquisition Approach: you allocate $120 for advertising and acquire 6 new customers at $20 each and you spend $20 and retain 5 customers at $4 each.

Retention Approach: you allocated $60 of your advertising budget to acquire 3 customers and $80 towards customer retention for 20 customers. You could add as much as 100% to you bottom line.

Conclusion: higher revenue for the same expense, which translates to a higher revenue for the same cost.

How the numbers work!

Cost to acquire 1 new customer = $20 and to retain 1 customer = $4

Typical Customer Acquisition Formula

You acquire 6 new customer @ $120

You retain 5 customers @ $ 20

Same costs @ $ 140

Results 11 Customers

Customer Retention Formula

You you aquire 3 new customer @ $60

You retain 20 customers @ $80

Same Costs $140

Different Results 23 active customers

The Green Grocer of Yesteryear

2010-06-20T14:29:00.000-07:00

You may remember the days of the corner grocery store. In my neighborhood, the green grocer was Mr. Jones. He called us by our first names and he knew our favourite foods. My mother preferred brown eggs, so Mr. Jones would always be sure to have them in stock for her. I preferred Black Balls as a candy, so Mr. Jones would always offer me some.

In other words, Mr. Jones, like most other merchants of his time, carried his customer database in his head. He kept track of everyone's needs and made everyone feel welcome when they stepped into his store.

Times changed and now, at the beginning of the 21^st century, we find ourselves shopping at the big box stores. Nobody knows our names or what we like and need. My mother can't always get brown eggs, so she settles for white and then complains on baking day that her cakes don't rise the way they used to.

We all miss the good, old-fashioned service the Mr. Jones gave his customers.

My name is Mr. Bob and I'd like to welcome you to my own version of the old green grocer's store. Mr. Bob's philosophy is to supply you with the same kind of personalized service, in the form of marketing advice and networking secrets that the old green grocer provided.

For example did you know that: it costs ten times more to gain a new customer than it does to keep an existing one?

Relationship marketing has been around for centuries, now businesses are focusing on gathering customer demographics to better identify market characteristics, this is called Customer Relationship Management (CRM). CRM sounds like it is designed to build customer relationships but is in fact a mass marketing tool. Some businesses have found CRM very expensive so they focus on advertising to bring in new sales. Both groups may have missed the point that they already have existing customers who will buy more and refer others. Many businesses do not realize they are sitting on this untapped gold mine.

For example, did you know that each customer knows approximately 200 potential customers? Would it not make sense to develop a strategy to build referrals from existing customers?

Small businesses should spend less effort on acquiring new customers, and more effort on keeping existing customers. In order to succeed, modern 'green grocers' need to get to know their customers in order to build a strong relationship based on mutual trust.

Mr. Bob's Philosophy

2010-06-15T08:52:00.001-07:00

My name is Mr. Bob and I’d like to welcome you to my own version of the old grocery store. Mr. Bob’s philosophy is to supply you with the same kind of personalized service, in the form of marketing advice and networking secrets that the old grocer provided.

For example did you know that: it costs ten times more to gain a new customer than it does to keep an existing one?

Relationship marketing has been around for centuries, now businesses are focusing on gathering customer demographics to better identify market characteristics, this is called Customer Relationship Management. CRM sounds like it is designed to build customer relationships but is in fact a mass marketing tool. Some businesses have found CRM very expensive so they focus on advertising to bring in new sales. Both groups may have missed the point that they already have existing customers who will buy more and refer others. Many businesses do not realize they are sitting on this untapped gold mine.

For example, did you know that each customer knows approximately 200 potential customers? Would it not make sense to develop a strategy to build referrals from existing customers?

Small businesses should spend less effort on acquiring new customers, and more effort on keeping existing customers. In order to succeed, modern “grocers” need to get to know their customers in order to build a strong relationship based on mutual trust.

People buy personality, not product, today!

2010-06-06T10:00:00.000-07:00

This article appeared in Huronia Business Times

by Eric Skelton September 1996

"Forget mass marketing, business people are rediscovering that an attentive ear works better and costs less, says a leading exponent of relationship marketing."

"It costs five to six times as much to find a new customer as to keep an old one," Bob Cassels, President of The Cassels, told a business audience of approximately 70 exhibitors attending the Orillia Business and Consumer Show in August. The show was sponsored by the Orillia Area Community Development Corporation.

"The trick is to understand you've already got a gold mine in your existing clients," Cassels said. "Go and talk to them and find out what they need."

Cassels advocates customer surveys, which allow a firm to find out, from the customer's view, what makes the firm different and more valuable as a supplier. The results can be surprising.

In the case of one of Cassels' clients, a manufacturer, the survey showed that the firm's clients could just as easily buy the same goods elsewhere, but they chose to patronize Cassels' client because they felt the service was attentive and the advice honest.

"People do not buy products anymore," he says. "That's why the relationship with the client is so important. You're not in the business of selling stuff anymore. Instead, ask customers what they need. It's a novel concept, but the customer will tell you."

Cassels also encourages business people to ask, when the sale is complete, what they liked or didn't like about their service. "No client will be annoyed at being asked to express an opinion," he said.

If they want to be adaptable to their client's needs, business people also have to be different from their competitors. If a quirk of the entrepreneur's personality or some aspect of the business is especially unique and interesting, that's something to be promoted, not repressed.

"Why try to copy someone else? Why try to be the same? Why not take your personality and develop it, and put it into a brochure," Cassels queried.

Cassels concentrates on small businesses, many of which don't have the resources to on enough advertising to break through the clutter produced by bigger firms.

Instead, he encourages them to exploit word-of-mouth advertising by joining organizations as BNI (Business Network International), whose members cross-promote each other's businesses.

BNI has established chapters in Alliston, Barrie, Collingwood, Owen Sound, Orillia, Penetaguishine and Wasaga Beach. Each member carries a business card wallet containing the business cards of all the members of their chapter.

When a member hears of an opportunity, which could help another member, out comes the appropriate card.

"This kind of cooperative work produces more qualified referrals and re-sales than advertising that come from phone directories," Cassels says.

He states that only two percent of calls by phone pages inquiries actually lead to a sale because tire-kickers use the pages just to get the best prices.

"To be in business in the 2000's, unfocused advertising and promotions is expensive and a liability," Cassels says. "If yours is a little company trying to get by, it's an expense you cannot afford."

Member Profile Brings New Opportunities to Burlington Chamber of Commerce

2010-05-30T17:07:00.000-07:00

This article is based on an interview with Executive Director, Scott McCammon of the Burlington Chamber of Commerce by Editor George Appleton, Appleton Communications and accurately relates her comments and sentiments. Printed in Business Bits'N'Pieces Magazine October 1995

The Burlington Chamber of Commerce had a problem earlier this year. It realized some of its programs were not meeting the needs of its more than nine hundred members.

It hired The Cassels Corporation to find out exactly out what the members expected in return for their annual fees. The Chamber received its report several months ago.

Executive Director Scott McCammon says, "The Cassels Opinionnaire, www.opinionnaire.ca, has allowed the Chamber to reflect on everything we're doing for our membership. The survey allows the Chamber to really look at every single program and decide should it be done tomorrow? Just because we did it yesterday does that really mean its something that is valid for the future."

McCammon says the Chamber has sought so much information before. He says, "For any organization to be truly successful, any member based organization, it has to take time to understand the needs of its membership just as any business needs of its clientele."

The survey is being used to create a formal marketing plan for the Chamber. It is the first time the Chamber will have had such a plan on paper.

Bruce McDougall is the chairman of the Chamber's Program and Marketing Committee. He says the Chamber has had to face a new business reality. "Business in general has changed. Customers and clients are looking for more value added. The membership is looking for more ways on how to conduct business and network within the Chamber itself."

The data raised by the membership survey has been used to create the Burlington Chamber's first set of formal goals and objectives. They focus on the Chamber playing a larger role in the community. McDougall says they want to increase the Chamber's revenues. "The goal is to increase membership 10% this year."

McCammon says he is very happy with the Cassels membership opinionnaire survey. "It has given us an opportunity to look long and hard on every aspect of our operation and make sure that it is clearly focused on what the members want. We've made some changes and that's going to allow the Chamber to be more member focused, more customer focused and more efficient."

McCammon says the Cassels Corporation was not the only company they considered hiring. However, he says, he like the way they did business. "I was really impressed with literature I saw coming across my desk originally and I was impressed with the follow-up calls just to see if I received the literature and what I thought about it. They answered my questions concisely and intelligently. I also checked on some of the companies they had done business with and everyone was thoroughly impressed. I was also encouraged by the work they had done with non-profit associations."

McCammon has only praise for the man who runs The Cassels Corporation, Bob Cassels. "Bob is not only a true professional that lives up to his word. For us, he went beyond all expectations. Bob has not only delivered the type of results we wanted from the survey, he has helped us with the analysis of results and to our surprise and delight Bob has helped us with the implementation phrase." www.opinionnaire.ca

A Well-Designed Customer Survey Can Improve Your Business

2010-05-23T12:00:00.000-07:00

'Mr. Bob' Cassels has a unique and valuable service to offer small businesses: surveying.

About 5 years ago, Mr. Bob, which had previously owned a research company, decided to provide a more hands-on service.

His firm will plan and conduct survey/response programs at the customer, employee, and management levels.Each is a very powerful tool, with powerful results. www.opinionnaire.ca

A business can benefit from one, or a combination of the three.

"Recently, we did a customer survey by mail for a specialty printing company with over 1,500 customers," Bob explained.

"There had been a change of management and they were not sure how customers reacted. There was an incredible response to the first mailing, 10%. We obtained a great deal of valuable information which, in turn, led to improvements in both service and products."

"More importantly, the very fact of an organized survey being run by an impartial third party generated a lot of renewed interest in the company from customers who had slacked off previously. The Client estimated that the business generated as a direct result of the survey 'event' more than paid for the cost of the program!"

Bob emphasizes that his techniques and methods are unique to his firm, and they are 'proven to perform'. He has purposely set his business to fill the market niche at the affordable spectrum because he is aware that small and medium-sized enterprises could not possibly afford the fees charged by large research firms catering to the mega companies.

Keep that Competitive Edge

2010-05-16T16:19:00.001-07:00

Thoughts of Mr. Bob

The marketplace is changing - and customer service must keep in step. We are now in a market-driven economy, where the customer dictates what is needed. Companies must respond or get left behind.

The world is getting smaller as the global economy grows.

l The new technologies (fax, 1- 800 lines, Internet) have, to a large degree, eliminated the borders to competition. This is the beginning of a trend that will affect our ability to compete.

The Bottom Line: products are interchangeable, everything is the same and the customer chooses among them. Customer service is the key to attracting and keeping your customers.

The first step toward open communications is to eliminate emotions. You need to diffuse a customer's fear and anxiety before meaningful communications can begin. So listen to your customer and read the emotions between the lines. The most successful method is to let the customer talk, freely. Create an atmosphere where the customer is comfortable and believes he or she is in control. Demonstrate your responsiveness by acknowledging your customer's concerns, as well as promising to meet his/her needs. Now the foundation has been laid. Communicating should be a simple task.

Communication is like good manners. Be polite and invite your customers to discuss their needs. Customers want respect. They believe that they have paid for it. They want to tell you what their special situation is. Please don't assume that you know what the customer wants - avoid jumping to conclusions.

If you are dealing in technical products, and your customers are first-time buyers, the service you provide becomes even more vital. Take your typical VCR, and realize that only the engineers know how to operate it. What is the customer's biggest fear and need, typically, not to be embarrassed, and to walk away with simple, easy-to-follow instructions on how to run the VCR?

In both cases the need is not the obvious product or service. It is the more subtle understanding of where the customer is coming from. Let go the attitude of "let me show you how much I know " and change it to "how can I make this experience be a pleasant and productive one for both of us."

Competition is everywhere, so you need a way to stand out from the crowd. Your imagination, knowledge, ability to identify customer needs, and offer solutions will give you the competitive edge.

www.opinionnaire.ca

Customers Views Helps Firm Find New Revenue!

2010-05-09T18:06:00.000-07:00

Taylor Enterprises sells business management services to associations. When its President, Joan Milne wanted to evaluate how those services were being received, she did not go to her own staff. She hired Bob Cassels of The Cassels Corporation.

Milne says, "You get better feedback if somebody feels they can be totally honest with the answers. Perhaps, to us, they might hold back a bit." www.opinionnaire.ca

Milne describes Taylor Enterprises' services as everything needed to make a non-profit organization run smoothly.

She says the results of Cassels' www.opinionnaire.ca showed the company was already doing a good job. Milne says the survey provided an opportunity to sit down with board members from the 20 associations Taylor has on contact.

Milne says, "We brought all of our clients together. They all sat around a table and talked about what they do, what their association is all about. Then we had a think-tank on how you attract new members. It was very interesting to see the directors actually helping each other. They actually came up with ideas that Taylor could use to help them more, which would ultimately give more fees as well."

Milne says the exercise yielded very positive results. "I think what came out of it, more than anything, is that the associations want us to be more proactive and that's the one single thing I found out about the survey. A lot of times we are reactive because of the business we are in. We are dealing with volunteers. We are having to pick up a lot of things that have been allowed to fall through the cracks by the volunteers. We put everything together so it seems like everything ran very smoothly"

She says she had some concerns going into the think-tank but adds they didn't last long. "I don't need to be afraid of bringing our clients together in one room. It is a positive thing. It is good for the clients to speak to each other and get a better feeling that Taylor is the focal point of success for their organization."

When asked if the same results could be reached without the Cassels survey, Milne replies, "I have to honestly say I don't think so. If I hadn't had the survey, I would never have brought the associations' board members together under one roof to have the think-tank session. All the reports I received from them were that it was dynamite."

She says Bob Cassels brought a great deal of valuable experience to this project. "Bob has worked as a volunteer in a lot of associations. I think that Bob's background within the volunteer sector made him able within the volunteer sector made him able to come up with the sensitivity needed and the right questions to ask."

Milne says she is very happy with the results of the Cassels opinionnaire.ca. "It was very beneficial. It was certainly a worthwhile exercise to go through and it is something I will probably do again in a few years."

The Cassels Corporation helps organizations grow and prosper by meeting their needs in an affordable and efficient manner.

Cassels Profile Can Help Improve Your Bottom Line!

2010-05-02T12:06:00.000-07:00

The Cassels Profile^®works www.opinionnaire.ca. Those who have used the services of Bob Cassels and The Cassels Corporation are happy to talk about how the Cassels Profile^®increased their business and their revenues.

“We have expanded our business,” says Cathy Crosbie of Best Message Centre. “We have installed the voice mail equipment and we are already making money on it.”

Scott McCammon is Executive Director of the Burlington Chamber of Commerce. He Says, “It has given us an opportunity to look long and hard on every aspect of our operation and make sure that it is clearly focused on what the members want.”

Joan Milne, President of Harold Taylor Enterprises hired Bob to find out how the company’s clients felt about the services her company provides. “We brought all of our clients together, (as suggested in the report)… They actually came up with ideas that could use to help them more, which would ultimately give us more fees as well.”

The Cassels Profile^®will provide you with a marketing tool that will help you answer key questions about where you want your business to go.

Cassels says, “Most businesses believe that their customers know all the products and services they offer. In fact the majority only know about their favorite product or service, thus depriving you of easy additional sales.” He says that changes when the Cassels team goes to work for you!

Bob reports that “I produce a management report to each client. The Cassels Profile^®is based on the needs of the needs of customers surveyed.” www.opinionnaire.ca

“The results show where their time and advertising money can be best spent. We create a large public awareness of the products and services for our clients. We are in the business of working with organizations to help gain more business and give them a competitive edge.”

When you hire The Cassels Corporation, you are telling your existing and potential customers that you value their opinion. In return, they will show you how to improve your business and reward you with increased sales.

The Cassels Corporation works with business, organizations and individuals to position their products and services to increase sales by meeting market and customer needs.

Cassels Opinionnare's:

Find out how your customers rate your products or service

List all your offerings in a unique format so potential and existing customers can easily select what they need

Help to identify new customers, revive old ones and open new markets

Expose them to your full offerings and increase sales in areas they were not aware of

Target advertising and marketing programs to meet the demands of each market niche

Improve performance of advertising dollar by focusing your efforts

Research or Public Relations?

2010-04-25T10:06:00.000-07:00

Research has traditionally been a one-sided endeavour. An organization decides to find out information on a particular product/service. They either perform this function internally or hire a research firm.

But times are changing. Organizations are now realizing that they need to identify what their customers want and how their employees view their role in the organization. This represents a major shift in the way we do business.

The most acceptable method of obtaining this information is to perform a customer survey or, in the case of identity how motivated your staff is, an employee survey.

www.opinionnaire.ca

At this stage organizations approach their traditional suppliers – internal or external and give them the responsibility of conducting the research. Because time is at a premium and the organizations executives recognize the importance of having a third party perspective and leave the details to the experts.

Again, times are changing. Executives are recognizing the importance of survey – to identify solutions within their organizations. They understand the need to actively participate in the development of these surveys, prior to passing them on to their survey suppliers.

Here are some Issues to consider:

Before doing a full-scale research project, do a test or overview customer survey, to identify the key issues that should be addressed. You can’t fix everything at once, so zero in on what’s most important.

A third party or independent supplier offers your customers and staff a confidential way to voice their real views and opinions. Don’t waste time on what are not real issues.

Training has traditionally been broken down by subject matter – i.e. time

management, motivational seminars’ etc. The current trend is to do a needs analysis by surveying your customers or employees, then build the relevant training programs around the results.

Customers and employees appreciate that senior management has not lost touch

with their needs. So grab this opportunity and make sure that the “Captain of the Ship” authors the survey. By showing that the captain cares about customer and employee relations, credibility and added value will be gained.

Sales presentations have traditionally been one-sided affairs – “Let me tell you what a wonderful product/service we have for you…” Instead, asking your customers about their needs allow your sales staff to focus on ways to better serve them. The results are that you work together, as partners.

Do you want all the details, or just the facts? Busy executives are looking for the overall picture – a concise executive summary - rather than long, detailed reports. Don’t buy what you don’t need. www.opionnaire.ca

Determining the effectiveness of your customer and employee relations programs can be difficult. A survey will identify how programs are performing , and will establish a Benchmark to measure progress.

The bottom line, customer and employee surveys are much more than “just research”. They allow an organization to accurately access customer needs, as well as to discover ways to ensure that their employees are working effectively to meet those needs.

A recent survey by consulting firm Bain & Co., separates the fads in management tools from the systems that really pay off. After surveying 463 companies, Bain found that of 25 commonly used management tools, the two most popular were mission statements, with a whopping 94% usage rate, followed closely by customer surveys at 90%. Total Quality Management, or TQM, came in third with 76%. Bench making and re-engineering was next.

Customer surveys, the second most common tool, provided the most financial benefit . What matters most is applying the right tool to the right job.

Maintaining control of these projects is essential to the success of your enterprise. A properly conducted survey can serve as a springboard to increased sales and customer/employee relations. So are surveys research or public relations? www.opinionnaire.ca

Better Communications Equals Better Service

2010-04-13T14:36:00.000-07:00

Motivational speaker Anthony Robbins says the quality of communications is equal to the quality of our life.

This statement also applies to the world of quality customer service when you consider that 94% of internal or external customer service problems are caused by faulty communications, according to a Dunn & Bradstreet report.

Your ability to communicate, which means listening, understanding, and responding to your customers’ needs in a manner that makes them feel that you truly care, will certainly make you stand out from the crowd. It will give your business a competitive edge. This is especially valuable in the 90’s reality of global marketing and multi-national companies operating in a global economy.

In this international marketplace, you may have to serve customers from around the world and also be competing with businesses around the world that are trying to take a share of your local customer base.

Shopping by mail, for example, a customer can flip through a mail-order catalogue and buy a computer from California or Mexico, by using 1-800 numbers, fax machines, or modems communicate with the seller as if they were in the same neighbourhood. Cable TV shopping channels, and free-trade agreements are other ways that the borders to competition are being eliminated.

Here are some tips to help you achieve effective communications with your customers:

The first step toward open communications is eliminating negative emotions. You need to defuse your customers’ fears and anxiety before meaningful communications can begin, For example, a customer buying a VCR may be intimidated with the technology and therefore embarrassed to explain what they really want. By asking probing questions like “What feature do you want your VCR to have?” you help to build a relationship where the customer eventually will feel that they can trust you and your opinion.
Listen to your customers and read the emotions between the lines. Do not make assumptions as to what your customer needs. Ask questions and confirm the answers.
Allow your customers to talk freely. Create an atmosphere that is comfortable.
Demonstrate your responsiveness by acknowledging your customer’ concerns and offer to solve their problem.
Work to make the exchange with your customer pleasant and productive.

By employing better communications in your dealings with customers, you build customer loyalty. When you have earned the customers’ loyalty, they will be more inclined to buy from you first and give you referrals.

Communications is like good manners. Be polite and invite your customers to discuss their needs. Customers want respect. They want to tell you what their special situation is. Please don’t assume that you know what the customer wants – avoid jumping to conclusions. www.opinionnaire.ca

The Battle Lines are Drawn

2010-04-05T09:02:00.000-07:00

Mr. Bob points out that the main focus of many businesses is to attract new customers. This has become a passion to the extent that a major portion of their budgets is spent doing this activity.

The question Mr. Bob raises is: "Where are those new customers before you go after them? Are they just hiding there?" Typically, they are buying from your competitor.

So in reality, you are trying to lure your competitor's customers to you. The advertising industry is a big supporter of this concept. To them, you need to spend money on programs that will bring you new customers.

Mr. Bob is puzzled. "Why would any reasonable person spend good money to get new customers, ignore his or her own, existing customers, and pay even more money to go after some other business's customers?"

If a business spends money to get a customer, then shouldn't there be a strategy to keep that customer, and get him or her to buy more of what the business offers? This would be a better way to spend limited advertising dollars.

Customers are making their stand, and many companies are not listening. It seems that many companies are stuck in the flat earth syndrome while most customers have moved forward in time to a new reality of a round earth. Customers are silently asking, "Why are Companies focusing on obtaining new customers, and ignoring us?"

Customers are now fighting back in the one way that makes a difference. "On average, companies now lose half their customers in five years" (Frederick F. Reichheld, The Loyalty Effect). But still, companies are stuck in the belief that obtaining new customers is the best way to grow a business.

Sid Ridgley, Customer Satisfaction specialist with Simul Corporation states, "Our Customer Satisfaction and Loyalty Surveys tell us there is good news and bad news about customer loyalty. About 2/3 of every business's Customers are at risk; that is, they are prepared to listen to another company's offer and frankly are not loyal. The good news is, about 2/3's of your competitor's customers are prepared to listen to your offer."

In Fabled Service by Betsy Sanders, there is an overpowering message that strikes home. In her book, she states the response to the question, "Why Do Companies Lose Customers?" as being: 1% died, 3% moved away, 5% were influenced by friends, 14% were dissatisfied with product, and 68% were turned away by an attitude of indifference on the part of a company.

So what is the bottom line? Instead of fighting the battle of exchanging customers, I recommend you spend a little less on new sales and retain more customers by spending more on the 68% you could potentially lose from indifference. At a fraction of the cost of obtaining new customers, you can show your existing ones that they are appreciated. Customers who feel appreciated spend more.

Do you have a system that promotes customer retention and rejuvenation? www.opinionnaire.ca

In summary:

About 2/3 of every business' Customers are at risk
On average, companies now lose half their customers in five years
68% loss of customers because of indifference
Customers who feel appreciated spend more

Survey Leads to 10% increase in Sales

2010-03-28T07:25:00.000-07:00

Like most business owners, Cathy Crosbie wanted to minimize the risks and maximize the gains associated with expanding her business. Crosbie is co-owner of Best Message Center.

The first step was to market research to see if there was enough demand for the new services. Crosby says, "We were thinking starting voice mail after hours so we would offer 24 hour service." At the time, the Best Message Centre was operating an answering service during business hours, as well as offering paging, mail and fax services. Along with the voice mail they were considering adding voice message retrieval, bookkeeping, and bulk mailing services.

Crosbie says, "We had been talking about it for years and hadn't done it. We started putting things together and couldn't phrase the questions properly. We didn't have the right mix of questions."

Crosbie turned to Mr. Bob Cassels and The Cassels Corporation. She says, "It really helped to have a professional person do it. We knew what we wanted to find out but we needed Bob Cassels' expert advice. He packaged the questions. The survey wasn't intimidating and it didn't take much time for our customers to fill out." www.opinionnaire.ca

How ever Crosbie wanted more. She says she wanted a consultant who would work with her. "always want to final approval on everything. It wasn't like he was the expert on our business. He was the expert on doing surveys." She says that Bob Cassels worked with her every step of the way.

As for the customer survey, it received a high response rate. However, Crosbie ads, "We didn't get much interest to our business services like bookkeeping and bulk mailing. We got a good response to the voice mail and that helped us make our decision."

She says, the Cassels customer survey became an advertisement for the new services her customers wanted. "We actually had quite a few people calling and asking when we were going to start voice mail. They really wanted it. No one had called us up and asked for voice mail before the Cassels opinionnaire."

Crosbie says "We have expanded our business. We have installed the voice mail equipment and we are already making money on it."

She says, the expansion continues. Next, equipment for voice message retrieval will be installed.

Crosbie says she is very happy with Cassels work. She says, "We have 200 customers, and we're hoping to generate maybe $2,000.00 a month more in revenue from our customer base and that is about a 10% increase in sales."

Lies, Damned Lies and Statistics

2010-03-15T06:42:00.001-07:00

The pre-twentieth grocer was, what we now call a Word of Mouth Marketer. He cared and nurtured his customers as individuals. He had a customer satisfaction program in place and was committed to his own retention system. He relied on a form on his own knowledge about that particular customer.

There is no shortage of cheap advice for today's business executive. Go to your local bookstore and for thirty bucks or less, you can learn to go in 'Search of Excellence' or how to 'Reinvent the Corporation'. Time a problem? You can become a 'One Minute Manager' for ten bucks or read about 'The Habits of Highly Successful People'. You can spend your day keeping abreast of the latest fads and fashions of business in the nineties. If you only had the time!

The one common thread that runs through all the books and articles is communication and keeping close to your customer, an idea as old as commerce itself.

How to do this in these times? There just is not the personal contact with your customers that we enjoyed a few short years ago. Companies have down sized to the point that executives are doing double time.

The new communication technologies; voice mail, Internet, cellular phones have, to a large degree, eliminated the human touch in the interests of efficiency. A smart business executive will recognize that old chatty communications channels have dried up and they are looking for ways to create a climate where new channels exist where the customer is being served.

The world of advertising is a favorite method of communicating, unfortunately this is one sided. It is usually directed at producing new clients and is very one sided. The world of mass advertising is very expensive and is the domain of the larger corporations who are interested in increasing market share. Smart advertisers are focusing their advertising messages to specific objectives. Companies are realizing that it costs in excess of 6 times as much to gain a new customer than regenerating an existing one. It is well known that the best customers come from referrals.

He carried his database in his head, but now technology is making it possible for the modern marketer to assume the role of the small proprietor, doing business again with individuals, One-Customer-at-a-Time. Now, technology and advance in marketing and making it possible to assume the role of the grocer, and out maneuver your competitor and large corporations.

But is this important to your customer? A recent report by The Conference Board of Canada stated. "They explained customer satisfaction as consistently meeting customers' needs and needs is defined by customers, not the supplier. In other words requirements should not be assumed: rather customers should be consulted and their requirements should drive the organization."

Talking to you sales and customer service staff has traditionally done gathering accurate information on how you are performing. This information is very biased. "A sure way to get misleading, useless result is to call a staff meeting, brainstorm a list of service attributes, make them into a questionnaire to hundreds of customers and precisely tabulate the answers." warns William Davidlow inTotal Customer Service. "Your staff usually tells you only what is in their best interest and customers rarely tell you what is on their minds."

To throw in another quotation, this one from Benjamin Disraelli "there are three kinds of lies, damned lies and statistics" so be careful out there. www.opinionnaire.ca

Customers just buy stuff whereas clients have a stronger relationship and produce referrals.

2009-03-15T16:37:00.000-07:00

Who Should You Spend Time With?
Bruce’s strategy was to concentrate on building more word of mouth referrals from his existing referral partners and spending time to increase this referral network to include others.

Who Should You Spend Time With?
There are so many prospects to call on, Jane worried! I really don’t know where to start! If only I had a system that I could handle. Jane was tossing and turning in bed at 4 a.m.

Her husband, Harry, sat straight up in bed and said, "Enough – you’re driving me crazy. Tomorrow I will take you to Mr. Bob who knows about systems for crazy people like you. Now let’s get some sleep."

After breakfast Harry phoned Mr. Bob to find out if Mr. Bob could spend time with his sleep-deprived wife. At 10:30 am they had settled down in Mr. Bob’s office and were sipping on their coffee.

Jane started by explaining that in her financial services business she was spending too much time running around doing a lot of work yet still producing few results. She knew that she had to simplify her efforts to build and grow her business.

Mr. Bob thought for a moment, smiled and recounted a true story of someone with a similar problem whom he had helped. “I have a good friend named Bruce,” he said. “We both like systems that make our lives simple. With our collective knowledge we came up with Bruce’s Funnel system."

“In essence, we took all of Bruce’s market and put them at the top of an imaginary funnel. As members of this market became more and more interested in Bruce’s products, they became hotter and hotter prospects as they reached the spout at the bottom of the funnel."

“These prospects then became customers. That is the model of how we qualified his potential market. The reason for this model, was to put in place promotions that would move a prospect towards being a customer. Newsletters, seminars and articles accomplished this for Bruce. "
"Bruce was now free to spend more time on productive things. Of course, he spent time working with his customers but he recognized that he needed to build better relationships and turn customers into clients. Customers just buy stuff whereas clients have a stronger relationship."
"Bruce also recognized that there was a third category. These categories produced referrals and in some cases were not customers or clients. They could be friends, family and associates. He recognized that this resource was his most profitable."

"Bruce’s strategy was to concentrate on building more word of mouth referrals from his existing referral partners and spending time to increase this referral network to include others."
"The results of his efforts were quite interesting. He found that the promotional activities became a liability, and the real revenue producers were his word of mouth referral networks."
Jane just sat there stunned.

“You mean that Bruce spent most of his time working with people who gave him referrals, and converting clients and identifying other natural referral producers? How did he do it?” asked Jane.

Mr. Bob replied that, in Bruce’s case, he loved to play golf and he built relationships by playing golf with people who were likely to give him referrals. Others, he took to plays or sent them tickets, took to dinner and, to some, he just said “thank you” and mean it, the results are huge.
The point is people like to be recognized and appreciated for helping you. When you say thank you, and mean it, the results are huge. www.opinionnaire.ca

Homework:
Identify your referral producers
Set up a system to monitor referrals
Say thank you for referrals
Don’t waste time with non-referral-generating pass-times
Sit down with Mr. Bob and design your own customer funnel system designed for your business. He will teach you how to use this funnel consistently to create big results and "get you more business".

You should Spend your money on building Realtionships that builds Sales in your community.

2009-03-15T16:26:00.000-07:00

You should not Advertising! You should Spend your money on building Realtionships that builds Sales.

Let's do a reality check. Look at your list of customers and work out how many sales came to you from relationships and how many from advertising?

Let's not count specials, discounts, sales? You don't get long times sales from these activities. Are they always looking for sales and not a real valued customer, so removet hem from this reality check. Note: when you spend money on adverting sales count the costs for creative and placement of these ads.
Now look what you are spending on building on realtionships - Getting SALES. This is difficult area to measure. In the past this number in larger business is around single digit %'s.

The marketing world seems to upside down. Spend 98% on promoting your business and spending only 2% on relationships - acquiring sales. I am a Relationship Marketing specialist on showing how to build relationships and how to get more sales.

Can you afford to spend your money on raising your interest and curiostyI have As a fellow entrepreneur, you are probably wrestling with the challenges of the current business climate. Your customers have postponed projects. Your hot leads are less plentiful. Your bank account is strained.
You are not alone. But what differentiates you from others is your ability to make smart choices, prudent decisions, and cost effective initiatives. Some of my colleagues and I have shared a few ideas on how to thrive during a recession. So I thought I would pass on some simple ideas on how to succeed.

STICK WITH YOUR CORE OFFERING When business wanes, it is tempting to try something else, to introduce a new service or offering that is markedly different from your core business. But consider this. Would it really be any easier to convince someone to purchase your new product or service than it is to convince them to buy what you already offer? Probably not. You have a strong reputation; you have a unique offering that is valuable to your customers. You have spentyears perfecting your business model. So stay on course. You provide great value – you just have to be patient while your prospects come around to realizing the same thing. Ifyour customers are planning to go bankrupt, then drop them. But most aren’t. Most plan to grow sometime soon. Then be there for them when they do.

TAKE TIME TO PLANTime study research we have done on entrepreneurs shows they spend nine hours per week on forward-thinking activities such as market research, new product development, marketing planning, and team coordination. Also included in this is time spent each day planning their schedule, updating appointments, and figuring out whom to call. Invest the time to look towards the future, and the future will arrive with success. Make a to-do list each day consisting of items you can actually complete, not just stuff you will “work on.”

INVEST IN YOUR BUSINESS At any time during the business cycle, growth-oriented companies should invest in three major areas; a) research and development, b) marketing, and c) human resources. As an entrepreneur, you should do the same, but without spending massive amounts of money. To get into R & D mode, conduct some customer research; or complete a survey of current practices so that you can write an article. Meanwhile, create a price list for new services that you have always wanted to offer and that are consistent with your mission. Then, invest in marketing. This starts with understanding what drives your marketing machine, whether trade shows, demonstrations, centers of influence, referrals

Know what works, and do more of it, not less. Spend on marketing. Update your web site. Send out a newsletter. Attend a trade show. Just don’t cut back.As for HR, how about upgrading your own skills? Or developing strategic partnerships?Become a virtual company – don’t hire staff, hire team members on contract. And bring on a virtual assistant to let you focus on the most important aspects of your business.

STAY IN TOUCH Find ways to stay in touch with your customers and prospects. Be empathetic, not pushy.They have enough people chasing them for their business.... www.opinionnaire.ca mrbob@mrbob.ca

It is time to look at what you stand for. Separate yourself from your competition by your actions.

2009-03-15T16:17:00.000-07:00

It is time to look at what you stand for. Separate yourself from your competition by your actions.

I was meeting with Tom about what made his business succeed. Tom said “it drives me a little crazy when I hear business owners say - I am passionate about the idea of saving Lake Simcoe, how important it is to support that cause and talk about it. Then do not support or participate in the efforts like being part of the solution eg: buying a fundraising calendar from Ladies of the Lake or advertising in Lake Simcoe Living. Next issue closes eatly May. By participating you show everyone you are an active participant in a worthwhile cause.”

I agree. In marketing I get the same feedback. A business owner attendee at one of my free networking events said that they were not happy at the attendance. “I was expecting to see many more prospects: small business owners, entrepreneurs and prospects,” they said.
Tom jumped in and commented: “ You know, if each displaying business invited their clients and prospects to come to Mr Bob’s free event and support his or her business by inviting them, there would be no attendance questions.”

The complaining attendee looked a little shocked. "You mean to say that most businesses and Pro Members buy a membership and don't display, don't attend, or invite others."
Yes, it's like going to a buffet and waiting to be served. Networking is a contact support! You need to participate. Get up and take action. For example, advertising typically involves no action. Action is stepping out of the box and doing something that says you are involved like saying: I am at this event. Come as my guest and get some great contacts. I am supporting Lake Simcoe by buying a calendar because Lake Simcoe is important to me and my business.

Prospects looking for bu$ine$$ want to know who you are and what is important to you. There is so much competition. Your commitment to why they should buy from you comes from your actions and what you stand for in the community.

Tom said, “I have one of those eye opening moments, an aha! You mean, the more I support my cause by actively supporting it, the more bu$ine$$ I will get.”

Yes! Many are involved in saving the Lake and others are involved in helping entrepreneurs. Take Donna Douglas at Go Venture; she has dedicated herself to making business owners better - but she goes beyond and has committed herself to personally spend time and her expertise to the next step. She is recognized with many awards. The biggest to her is the success of her over 900 successful businesses.

Tom understands: “So a major benefit of getting up and taking action is that this will give people a reason to support you rather than those that just advertise.”"Tom! I think you have got it! Stand up and be an active supporter of what you believe in and those with that passion they will support you."A caution: don't do this because you expect rewards. As Donna says, "this needs to be a win,win,win situation."

Your Homework: Do your homework and be amazed by the results.
Identify your passions and who you want to support.
Identify how you can support that organization.
With your skills what can you do to add to their cause?

Moral: Tom! I think you have got it! Stand up and be an active supporter of what you believe in and those with that passion will support you. www.opinionnaire.ca

Look to the super stars in Barrie to get in that 10%

2009-03-15T16:09:00.000-07:00

Those that want to be in that to 10% learn to "play the game".

Mary came to her mentoring appointment and said "I have come to a major realization. I am stuck with the majority of my colleagues. It feels (and is) like a sporting team that has average bu$ine$$ result$. We all seem to do the same things, expect different re$ult$ and look at the top 10% with envy."

"Mary," I said, "understanding this realization is great. You have made a significant change in your thinking. For example, some business say 'I have always spent money on marketing this way, it is the way I do bu$ine$$, it is in my budget.' "Now you will question all marketing expenditures that keep you where you are."

"Mary, here is an interesting thing I noticed when I was in the adverting business. I contacted large advertising and marketing consultants to find out from the best places where they advertise. At each appointment, they looked at me and were puzzled. Turns out - few advertise except in trade journals and did business by referrals. They promoted advertising and promotion campaigns for their clients but did not advertise or do what they suggested for their clients."

Mary, that was one of those eye opening moments, an aha! Most large advertising consultants typically don't do what they preach to get more bu$ine$$? Try this: Ask your consultants to see their marketing plans and for the results of those campaigns.

Mary, let's look at getting you into that top 10% producer. What is it that the these top people do that makes them so $ucce$$ful? "Well they seem to have an endless number of referrals. They don't seem to have to advertise. There is an effortlessness about them, they are prosperous and happ".

Whoa, too much slow down. Yes, you are right! They took years so let's start smartly with a destination in mind.

I have found from working with these 10%ers that they have a secret. They work backwards from a destination in mind. Let me explain. They decide firstly what they want or where they want to go. It's like going on a trip. They pick a destination then make a trip plan of how to get there.

Another example: A fellow coach Stephen was working with a client Valery. Her destination was to make money. Her daily task was to ask herself one question every time she was about to do something. Will this activity or event make me money? A reality check. Like "having my regular coffee with my group, will this activity make me money, Yes or No?

So, Mary what is your destination? Once you have a clear destination, we start to get you there.
Moral: Mr. Bob, this is my eye opening moment, my aha! You mean to start to play the game, decide what my destination is and we will work together to put me in the top 10% and others will look to me.

Example:Jim Rohn, a brilliant business coach in this field, teaches thousands of entrepreneurs how to build a destination marketing plan. Here is an example of how he set his plan. His destination was a new home on a hill over looking the Snake River. He made this dream home so real that he took his friends to this unbuilt home, gave tours and one friend bumped against the fireplace and hurt himself. (It was in reality no brick and mortar ... yet.)

Your Homework: Learn to play the game and be amazed by the results.
Look carefully at what the top 10% producers have and decide what they have that you want.
Choose with joy what your destination is.

To play the game you need to be in the ZONE. Where are you in the Zone in your business
Contact Mr, Bob to see how you can get to your destination and be one of the few.
mrbob@mrbob.ca or 705.721.0727 at www.mrbob.ca

Get the business community of Barrie talking about you

2009-03-15T15:56:00.000-07:00

One of the secrets of having lots of refereals and be in the top 10%.

A month later Mary came to her mentoring appointment and said "I have been observing the top 10% and these folks don't seem to be doing out of the ordinary. What am I missing?"

Mary, the 10%ers pay attention, they are focued on who each customer and what they want. That is too simple? Really!

Let's look at a typical sales senario. I went tobuy a car on a Saturday morning. The dealership was like a circus. Their were prospects everywhere. My purcahse was a used vehicle, not a big sale.

I went to receptinn and asled for David . She phone him and he appeared, big smile and said do you mind waiting , I have a cliet with me. Can you waite for 15 minutes, how about I buy you acoffee? Sure, I said.

I sat, sipping my coffee and observed. Sales people were milling around and all looked very busy. It was lunch time and the staff were placing their luncheon orders. I noticed that there seemed to be un attended potential clients looking at cars with longing expressions on their faces.

Mary piped up and said "is this the right time to have lunch of delary lunch would leave a better impression with potential customer would be a better solution. My impression would have been that lunch is more important than meeting with potential customers.

Great point, Mary? David, arrived and went into his office. I had just finished 1/2 a sandwich and offerred it to him. He thanked me. It is a busy day and I have not eaten this morning, looks like I won't eat until tonight. Go ahead and eat while we do the paperwor, I noticed he took one bite and then his focus changed. His attention move to me. I knew he had another client waiting but that was not adistraction he was all about me.

David was in the moment. I felt special, it was like I was his most important client.
Mary shad another aha moment. Mr. Bob, you mean that the more you focued on the client needs the more you join in the 10% club? Yes!

Let's continue, during this process, David was actively listing to my idel chit chat.
assumed that they were looking to et's say I have come to a major realization. I am stuck with the majority of my colleagues. It feels (and is) like a sporting team that has average bu$ine$$ result$. We all seem to do the same things, expect different re$ult$ and look at the top 10% with envy."

"Mary," I said, "understanding this realization is great. You have made a significant change in your thinking. For example, some business say 'I have always spent money on marketing this way, it is the way I do bu$ine$$, it is in my budget.' "Now you will question all marketing expenditures that keep you where you are."

"Mary, here is an interesting thing I noticed when I was in the adverting business. I contacted large advertising and marketing consultants to find out from the best places where they advertise. At each appointment, they looked at me and were puzzled. Turns out - few advertise except in trade journals and did business by referrals. They promoted advertising and promotion campaigns for their clients but did not advertise or do what they suggested for their clients."

Mary, that was one of those eye opening moments, an aha! Most large advertising consultants typically don't do what they preach to get more bu$ine$$? Try this: Ask your consultants to see their marketing plans and for the results of those campaigns.

Mary, let's look at getting you into that top 10% producer. What is it that the these top people do that makes them so $ucce$$ful?

"Well they seem to have an endless number of referrals. They don't seem to have to advertise. There is an effortlessness about them, they are prosperous and happ"..
Whoa, too much slow down. Yes, you are right! They took years so let's start smartly with a destination in mind.

I have found from working with these 10%ers that they have a secret. They work backwards from a destination in mind. Let me explain. They decide firstly what they want or where they want to go. It's like going on a trip. They pick a destination then make a trip plan of how to get there.

Another example: A fellow coach Stephen was working with a client Valery. Her destination was to make money. Her daily task was to ask herself one question every time she was about to do something. Will this activity or event make me money? A reality check. Like "having my regular coffee with my group, will this activity make me money, Yes or No?

So, Mary what is your destination? Once you have a clear destination, we start to get you there.
Moral: Mr. Bob, this is my eye opening moment, my aha! You mean to start to play the game, decide what my destination is and we will work together to put me in the top 10% and others will look to me.

Example: Jim Rohn, a brilliant business coach in this field, teaches thousands of entrepreneurs how to build a destination marketing plan. Here is an example of how he set his plan. His destination was a new home on a hill over looking the Snake River. He made this dream home so real that he took his friends to this unbuilt home, gave tours and one friend bumped against the fireplace and hurt himself. (It was in reality no brick and mortar ... yet.)

Your Homework: Learn to play the game and be amazed by the results.
Look carefully at what the top 10% producers have and decide what they have that you want.
Choose with joy what your destination is.
To play the game you need to be in the ZONE. Where are you in the Zone in your business
Contact Mr, Bob to see how you can get to your destination and be one of the few.
mrbob@mrbob.ca or 705.721.0727 at www.mrbob.ca

Advertising raises Curiosity and Interest - Relationships builds Sales - true or false

2009-03-15T15:45:00.000-07:00

Many entrepreneurs in Barrie ask me why I say, "You should not Advertise". My answer is that advertising only raises curiosity and interest. Large businesses can afford to advertise to raise brand awareness. Advertising has nothing to do with sales. Sales comes from building relationships.

Let's do a reality check. Look at your list of customers and work out how many sales came to you from relationships and how many came from advertising.

Caution: Do not measure specials, discounts, sales. These are events. Usually loss leaders. You don't get long times sales from these activities.
Are any of those on your list always looking for sales and not a real valued customer? Remove them from this reality check. Note: when you spend money on adverting your sales count the costs for creative and placement of these ads. We are looking for real customers.

Now look what you are spending on building relationships - Getting SALES. This is a difficult area to measure. Historically, for larger business this expense is around single digit % of revenue.

In times gone by advertising was used to do mass marketing. Now, our world is much smaller. Sales acquisition seems to be upside down. The big guys spend all their money on advertising and nothing on sales. They measure their success by market research and statistics. We don't have that luxury. We are looking for results - sales.

Spend 98% on raising interest does not make sense and spending only 2% on acquiring sales, is even more wasteful.

I am a Relationship Marketing specialist showing how to build relationships and how to get more sales.

We buy from those we know and have a relationship with.Cute and catchy slogans are not who we are. Each of us are so much more than these words that others have created. People buy from people because we trust them, know them and believe in them.
I am not talking about big box stores. I am talking about doing business with business owners that you are comfortable with.

Example of a relationship strategyTake Kris Hughston! She is in financial services. She is part of one of North America's top financial institutions. There are thousands and thousands of agents like her in Ontario. So why would you consider her services?

Let's look a little closer at Kris. She is offering to promote (for nothing) any business that gives women a fair shake on her Mr. Bob's Network page, click here. Kris is a champion for empowering women.

Now, let me ask you a question! How many women do you know that have had a bad experience when dealing with a purchase. I bet you know a lot. By connecting with women-friendly businesses she has formed a strong relationship with these women.

The Big QuestionWho would you do business with? A person who supports women's issues or just another supplier? Who would you tell others about? I believe you would tell every women you know about Kris.

Great stories about Kris's passion become popular and her business grows.
Many businesses have hidden talents. I am always amazed that businesses struggle over how to introduce themselves and typically talk about what everyone says.

Tell others about the relationships you have and how you helped others and you will be prosper. Call me and let me show you how to build a new sales strategy based on Relationship Marketing. www.opinionnaire.ca

Do you go to all lengths to be noticed in Barrie

2009-03-15T15:34:00.000-07:00

We go to all lengths and expense to get noticed. Tap into simple ways to get others to notice you.
I am known as a walking billboard. I wear my brand on my clothes wherever I go. On my shirts, license plate and, up to recently, on my car (I had an accident).

My speciality is building relationships by marketing and by networking, a skill I teach. I am in touch with hundreds of people every week. I build an impression and relationships. These relationships usually lead to: me finding sales for my members, advice, increased sales and those folks referring my services to others.

I had a marketing meeting with Dianne Jamieson of Wear Your Brand, in Barrie, and asked her, do you think wearing my brand has impact. Well, Yes!

Dianne Jamieson commented that she was amazed at how many business owners and staff do not wear their brand when they are out in public. It is a fact that every business person comes in contact with hundreds of people every month through work and socially... and those people each know at minimum 250 others. Knowing that, how important is it to wear your brand over someone else's brand?

My experience is that close to 90% of businesses do not wear their brand. When I do see them wearing their brand, they wear it proudly. In fact, business owners spend more time and energy on creating an elevator speech that they say only once or twice a week. So what can we do?

How about:Wear Your Brand Reality Challenge!

Dianne now has a challenge - a reality check. Get two logos and record the reaction, measure sales increases and identify the responses. Here is the challenge for only $64.00+GST.

Dianne offers to embroider two of your garments (you supply the garments) with a two colour logo, on the left chest, for $64+GST. This offer would normally be $145 + GST. Click here to meet Dianne

Dianne said to me the other day, "You are in the same business as me."
"How so?" I asked.

"We are both in the business of making our clients more visible. Being part of Mr. Bob's Network is like wearing your brand. Most business owners and entrepreneurs go to http://www.mrbob.ca/ to find what they need. " Dianne replied

You know, Mr. Bob, you work so hard marketing your Mr. Bob's Members that you need to put in practice your advice for yourself.
Your web local directory network, centred in Barrie, gets your members high visibility. About 5,000 monthly visitors looking for local services and products on your local directory. Plus you promote your members on your weekly marketing updates and actively promote us wherever you are.

Having your network at the tip of your fingers is the way of the future. It is a local web based directory of: key word supplier information, resources, articles, events, promotion, and irresistible offers. I use your directory to find what I want. You should do a reality check too, so business owners can check out how to tap into local businesses.

Mr. Bob's Network Reality Challenge
Mr. Bob has a reality challenge, try out a paid membership for $147 includes GST View full features and get a one year membership to promote your business on http://www.mrbob.ca/.

Your Homework: Do your homework and be amazed by the results. www.opinionnaire.ca
Lay out all the business clothes you wear on your bed and ask yourself who you are promoting.
Ask yourself how many people you come in contact with.
How many new customers do you need to pay for your uniform?
How much business do you get locally and how many do you buy from advertising?

Your customers are your Gold Mine. All your answers and treasures are with them.

2009-03-13T09:28:00.000-07:00

What is Mining your Customers?

Customers are making their stand, and many companies are not listening. It seems that many companies are stuck in the flat earth syndrome while most customers have moved forward in time to a new reality of a round earth. Customers are silently asking, “Why are companies focusing on obtaining new customers, and ignoring us?”

Customers are now fighting back in the one way that makes a difference. “On average, companies now lose half their customers in five years” (Frederick F. Reichheld, The Loyalty Effect). But still, companies are stuck in the belief that obtaining new customers is the best way to grow a business.

Sid Ridgley, Customer Satisfaction specialist with Simul Corporation states, “Our Customer Satisfaction and Loyalty Surveys tell us there is good news and bad news about customer loyalty. About 2/3 of every business’s customers are at risk; that is, they are prepared to listen to another company’s offer and frankly are not loyal. The good news is, about 2/3’s of your competitor’s customers are prepared to listen to your offer.

In Fabled Service by Betsy Sanders, there is an overpowering message that strikes home. In her book, she states the response to the question, “Why Do Companies Lose Customers?” as being: 1% died, 3% moved away, 5% were influenced by friends, 14% were dissatisfied with product, and 68% were turned away by an attitude of indifference on the part of a company.
So what is the bottom line? Instead of fighting the battle of exchanging customers, I recommend you spend a little less on new sales and retain more customers by spending more on the 68% you could potentially lose from indifference. At a fraction of the cost of obtaining new customers, you can show your existing ones that they are appreciated. Customers who feel appreciated spend more. www.opinionnaire.ca

Do you have a system that promotes customer retention and rejuvenation? If not, Call Mr. Bob at 721-0727, Visit www.mrbob.ca or e-mail mrbob@mrbob.ca.