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The title of this article seems like a clich , “The Customer is number
one”! Who doesn’t know this already? Many businesses and business people
know this to be true but how many really practice this philosophy? More
importantly, how many Internet companies really practice this?

In the brick and mortar world, there are numerous examples of service
excellent. One of the most famous, is the customer who claimed he had
bought a tire from Nordstrom and insisted on returning it. Nordstrom
doesn’t sell tires but they accepted the return anyway! This is a true
story, although a little extreme for most companies.

Let’s take a look at Internet businesses vs. traditional brick and
mortar businesses. How do they stack up in terms of customer service and
putting the needs of the customer first? Ask yourself these two
questions:

How many Internet businesses do you highly recommend to your friends
because you received excellent customer service?

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How many traditional brick and mortar businesses do your recommend to
your friends because you received excellent customer service?

If you are like most of us, the list of Internet businesses you
recommend is a lot shorter than the list of traditional retailers you
recommend. Why does this tend to be true? The main reason is, you
receive personalization when you shop at a traditional business, which
you don’t receive from most Internet businesses.

At a traditional business, the employees people greet you, they qualify
your needs and they promptly close the sale. Is this possible to do with
an Internet business? Listed below are a few ways to personalize the
shopping experience at your web site, so you can practice “Making the
customer number one”!

1. Make sure your phone number, address and office hours are posted in a
highly visible spot on your home page.

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Many Internet companies do not want to handle inbound phone messages. If
you are one of those companies, change your philosophy NOW or get out of
business. The phone number is there for your customers. Do not create
barriers for your customers to do business with you! Make sure doing
business with you is as simple and easy as possible. List your address,
even if you don’t ship products from your physical address. Customers
are more comfortable knowing that you have one!

2. Provide concise and relevant F.A.Q.’s (Frequently Asked Questions).

If you have good F.A.Q.’s, you will reduce the amount of inbound phone
calls and you will be showing your customers you are concerned about
their questions. If you don’t have F.A.Q.’s, you really need to get them
up on your site as quickly as possible.

3. Post your response time to inquiries in your customer service section
and stick to it.

Most Internet consumers feel that their inquiries will go unanswered or
they will have to wait days to hear back from Internet businesses. Post
on your site that you will return e-mails within 24 hours. That means
having someone check the status of questions on weekends too! If you get
in the habit of responding to inquiries within 24 hours, you will be
exceeding your customers expectations 99% of the time.

4. Confirm receipt of all orders received.

How many times have you ordered something from an Internet company and
after your transaction was completed, you DID NOT receive confirmation
of your order? If you are like me, it has happened way too many times!
Make sure your customers receive confirmation their order is being
processed. Send them confirmation through an automated system or
manually.

5. Follow up on important customer issues with a PHONE CALL!

That’s right! If a customer places an overnight order and you find out
you are out of stock of the item, do you e-mail the customer and wait
for their response? No you don’t! You call the customer and offer a
solution to their problem. Most people don’t mind getting phone calls
from companies when the company is addressing their concerns. In fact,
in most cases you will build a tremendous amount of goodwill and they
will provide you with more referrals than you can imagine.

6. Provide a tracking number and the link to the tracking system of the
company you use to ship your orders. Many companies have automated
tracking systems tied into UPS and FEDEX. If you are a small
company without automated tracking, you can provide the URL for tracking
the shipment (example) http://www.fedex.com/us/ and the tracking number.
This gives the customer piece of mind and reduces the likelihood that
you will receive an inquiry from your customer regarding the status of
their order.

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Follow these six steps and you will prove to your customers that they
are number one!

About the Author

Daryl Clark is President and CEO of EMarketingMan.com. His goal is to
provide you with high quality information, management and internet
consulting services. You can read his other articles at
http://www.emarketingman.com/articlespolicy.htm. E-mail
to: emarketingman-subscribe@topica.com

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Copyright 2005 Larry Tracy

I recently posted an article titled Internet Marketing and Public Speaking: Ten Tips for When the Twain Shall Meet. One of the tips concerned a means to practice your sales presentation with a Murder Board. I received several emails requesting a fuller explanation of this practice method.

I decided to write two explanatory articles, so vital is this method to improve one s public speaking, specifically in preparing a presentation aimed at selling off-line your on-line product. In this article, I ll provide an in-depth explanation of this practice method; in the second, I ll cover the seven steps need for a successful Murder Board.

Simply stated, the Murder Board is a realistic simulation of the actual presentation to be made. Colleagues role-play the audience, asking the type of questions they believe this specific group is likely to ask. It is intended to be more difficult than the actual presentation.

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If you want to become an effective and persuasive presenter to boost your on-line marketing, this realistic practice session is the most effective shortcut to speaking excellence. It allows you to make your mistakes when they don’t count, increasing the odds that you will shine when the actual presentation is made.

The Origin of the Murder Board

The term Murder Board has its origins within the U.S. military, specifically within the extensive training system of the U.S. Army. When a person has been selected to be an instructor at an Army school, he or she must go through a demanding instructor training program.

Graduation and designation as an instructor is dependent not on a written test, but successful delivery of a 50 minute class from the curriculum of the school.

The audience for this crucible can be instructors who have gone through their own Murder Board, and are determined that this would-be instructor will experience the same frustration and humiliation they did. They ask tough, realistic, questions, the type of questions their students are asking.

At the end of the 50 minute class, the aspiring instructor gets a a thumbs up meaning he or she can now join this band of brothers and sisters as an instructor, or a thumbs-down, meaning another opportunity to go through a Murder Board.

Lessons from the Pentagon

This realistic simulation has permeated the military culture. As an example, when I ran the Defense Intelligence Agency’s (DIA) briefing team, we had three Murder Boards before the daily briefing to the Chairman of the Joint Chiefs of Staff.

The first one was at 5:30 AM, the second at 6:30 AM, the third in front of two General officers and all the analysists, one hour later. By the time my briefer or I was standing in front of the Chairman, those intense sessions had provided the right answers to virtually any conceivable question the Chairman was likely to ask.

Why have a Murder Board?

This painstaking practice session has two overriding objectives:

1. Hone delivery skills
2. Anticipate probable questions and objections so succinct, accurate answers can be developed.

Many presenters, while accepting the need to sharpen delivery skills, reject the idea of a Murder Board, confident they can anticipate the difficult questions likely to be asked, and need not practice in front of others, especially their peers. These people may actually be displaying a false bravado to mask their discomfort at speaking in front of a group, perhaps exposing their lack of skill in the presentation art, and/or their apprehension at giving a less than sterling performance in front of their colleaqgues.

They are also very mistaken. I have given more than 3000 presentations, and always find it beneficial to conduct a Murder Board before an important talk. No matter how hard we try to think of tough questions that may be asked, a little censor in our mind generally provides only questions to which we already have answers. In my executive training workshops, I always emphasize the importance of a Murder Board, and the practice presentations made by my clients are set up as Murder Boards to get them accustomed to this simulation.

I am in good company in believing that we need other minds to assist us in preparing for a sales or other presentation.. The man who possessed perhaps the greatest mind of the 20th Century, Albert Einstein, realized that even he needed help. He once said:

“What a person does on his own, without being
stimulated by the thoughts and experiences of
others, is even in the best cases rather paltry and
monotonous.”

The Murder Board is the presenter’s version of the actor’s dress rehearsal, what lawyers do in preparing a witness to face cross-examination in a trial, what the flight simulator is to the pilot.

Just as with the actor, the witness, and the pilot, this simulation permits the presenter to learn from his/her mistakes, so that the actual presentation is (1) more responsive to the informational needs of the audience, (2) answers are developed for likely questions to be asked, and (3) overall speaking confidence and competence enhanced.

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The Murder Board enables you to visualize the presentation in advance. Not only is proficiency in speaking increased by such a meticulous practice, so too is self-confidence. Public speaking ranks high in the pantheon of phobias because, in large measure, of the apprehension that one is going to be embarrassed by not being able to answer questions from the audience.

If you have been able to anticipate questions, then you can develop answers ahead of time. Think back to when you were in college or graduate school. Your GPA would probably have been higher if you could have seen the questions before the final exams. The Murder Board permits the presenter a look at the audience’s probable “exam questions.”

The only obstacle to developing a question-anticipating simulated presentation is your imagination and willingness to take hard hits in practice so you can be more effective in the actual presentation.

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About the Author

This article is excerpted from Larry Tracy s book, The Shortcut to Persuasive Presentations. Larry, a retired Army colonel, has been cited in numerous publications as one of the top presentation skills trainers in the US. His website is at top of Google for persuasive presentations. Visit it for FREE tips and additional articles:
http://www.tracy-presentation.com

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Have you ever heard the expression, ” the quickest way to reach your
goals is to help others reach their goals?”

I remember this expression and use it as my Internet product-
marketing plan. It has paid off with 3 best selling books for me in
the past year. It has also allowed me to build a business presenting
teleseminars on hypnosis and on e-book marketing.

How does it work in Internet product selling? Let me explain.

Websites generally have three characteristics that help them
consistently remain in the top search engine standings:

1. The most popular website must add and change its content often.
Change and add information daily.

2. The popular website must offer an e-zine or newsletter. The top
websites offer newsletters and e-zines that are delivered via e-mail
every day.

3. The highly visited website will usually have its own bookstore
with an affiliation or association with Amazon.com or another
affiliate program to allow visitors a method of purchasing books and
products that complement the information on the website.

Top websites spend a great deal of time and money to remain at the
top of the heap. Everyone wants to be there, but only a few can hold
down those top positions.

Understanding these three characteristics have enabled me to achieve
my goals by helping websites achieve their goals.

Step One: Search for the Big Guys on the Internet

I have two areas of expertise. I am a hypnotist who writes books and
e-books on how to achieve success through hypnosis. I am also an E-
book Marketing Consultant and write books on how to write and sell e-
books.

In order to find top websites that may be interested in hypnosis, I
search on broader topics like “health” and “mental health.” For my
books on E-book marketing I search on topics like “Internet
marketing” and “E-commerce.”

Even though there are hundreds of search engines and thousands of
directories, I begin with searching on Yahoo. Yahoo is a directory
that is difficult to get into and even more difficult to maintain a
high ranking.

>From my own experience once I made the top of the heap in Yahoo,
under “hypnotism” my web traffic more than doubled and stayed that
way over the past three years.

Therefore, I conclude that the websites that arise to the top of
Yahoo will be much more highly visited than through other search
engines and directories.

Step Two: Help the Webmaster Offer More Content

Once I search under the two major categories that fit my topic, I
send e-mail to the webmasters at those sites sending along my article
or sample chapter.

I tell the webmasters I would appreciate them posting my article to
their readers in return for a short bi-line or description on what I
do and a link over to Amazon.com, Barnes & Noble.com, Infopost or my
own website in return for the favor.

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Sample e-mail article submission request Template:

Dear Webmaster,

Enclosed is the following article I wrote and would like you to
publish and use as a resource on your website.

I only ask that you include the following author’s by-line listed at
the end of the article complete with the hyperlink.

Title:

Article:

End

Author’s By-line:

Wayne Perkins author of the Best Seller
“A Cheap and Easy Guide to Self-publishing E-books
Wayne’s book can be downloaded at:
http://www.wayneperkins.net/ebooks/guide.html
mailto:wayne@wayneperkins.net

Most webmasters jump at the opportunity at receiving free content
that allows them to maintain the high rankings on their websites.

Step Three: Help the Website Newsletter Editor

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The top ranking websites also sponsor their own newsletter or e-zine.
After contacting the webmaster about content added directly to the
website, I then contact the newsletter editor in regards to placing
an article or sample chapter in the newsletter.

Sometimes at the bottom of a sample newsletter there will be specific
instructions on how to submit articles. Many times there is even a
section on the website where you can post your articles directly to
the editor.

After following the directions in the newsletter, I submit my article
or sample chapter to the website newsletter editor.

I have just added more content to their website, again helping the
website increase traffic and at the same time direct interested
visitors to my book offerings located in the author’s bi-line.

Step Four: Help the Website Bookstore Make Money

Most of the time, you will find that the top websites also have their
own bookstore. Usually the Website bookstore will be an “associate of
Amazon.com.”

For example: You search on the keyword “health” on Yahoo and are
taken to the top five health sites. Let’s call the top
website “health.com.”

After navigating around the website you find a Health.com bookstore
that offers many titles on a particular aspect of health you are
interested in. When you click on a book cover on that website, you
are immediately sent over to a book description page on Amazon.com.

If you look at the complete link that shows up in your browser you
will see an URL (the Internet address) which looks something like
this:

http://www.amazon.com/exec/obidos/ASIN/1585003557/healthcom/104-
2910323-8772701

The two most important parts of the link are the ISBN number which is
the number called “ASIN/” which is Amazon.com’s identification
number, and the words following the book’s ISBN number which
is “/healthcom.”

“Healthcom” is the website’s Amazon.com Associate identification
number. This number allows the website to get paid for any sales that
result by someone clicking on the link and then purchasing the
featured book on Amazon.com.

The next thing you do is shave off the number off the end of the URL.

Now the URL will look like this:

http://www.amazon.com/exec/obidos/ASIN/1585003557/healthcom

If your own book title listed on Amazon.com has an ISBN number or
ASIN number of 1585003557, what you do is insert that ISBN number in
place of the website’s featured book.

Now the URL will look like this:

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http://www.amazon.com/exec/obidos/ASIN/1585003557/healthcom

That new URL is going to mean instant book sales for you.

Take your revised URL with your book ISBN and send a short message
via e-mail again to the webmaster of the website.

Ask the webmaster to feature your book on the website. Mention that
you are including the URL with the website’s Amazon.com Associate
identification number.

Within a few days you will begin to see a surge in your book sales as
a result of this techniques.

Summary:

By helping the webmaster add content, the newsletter editor offer new
articles and the website bookstore earn more money from Amazon.com by
adding your books you are helping the website maintain a top ranking.

By helping the top websites achieve their goals you are driving
qualified traffic to your own website or to Amazon.com to fulfill
your goal of becoming a best selling author.
Author’s By-line:

About the Author

Wayne Perkins is a E-book Marketing Consultant and best selling
author. He offers E-book Marketing instruction over the telephone at:
http://www.wayneperkins.net/ebooks/write.html
mailto:wayne@wayneperkins.net

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Bridging the Chasm from Lead to Loyal Customer

 by: Julie Chance

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Bridging the Chasm from Lead to Loyal Customer: A Step by Step Guide for Developing Awareness, Building Credibility and Acquiring Customers

Have you ever watched a documentary about climbing Mount Everest? If so, you will undoubtedly remember one specific segment of the journey where the climbers cross a chasm, one carefully placed step after another, using aluminum ladders strung end to end. For me, just the thought of it is enough to cause an anxiety attack!

There is a similar chasm between your product or service and your potential customers, even if it is only in the potential customers mind. And for them, the thought of crossing that chasm is enough to cause a severe case of anxiety.

Picture a group of your potential customers, standing at the edge of a chasm on Mount Everest and you and your product or service standing on the other side. It is your job and the role of your marketing efforts to help potential clients cross that chasm one step at a time. At this stage, your immediate objective is not to get them to purchase. It is simply to get them to take that first step out onto the ladder, followed by one more step, and than another until they reach the ultimate decision to purchase.

It is as ludicrous to expect a potential customer to reach a purchase decision in one step as it would be to expect a Mount Everest adventurer to cross a chasm in one step. So how can you begin to move your potential customers across the purchase chasm?

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Step One - Awareness and Knowledge: Before someone can purchase a product or service they must be aware of it. They must also have knowledge about what problems the product or service will solve for them. They must be able to picture in their minds the benefit they will receive from using the product or service, and that picture must be enticing enough to motivate them to take that first step.

At this phase, your objective is to make potential customers aware of your product or service, generally through mass media type activities, advertising, direct mail, articles, public speaking, etc. and then to get them to take the first step by requesting additional information. You might offer a brochure, free report, newsletter subscription or other informational item in exchange for contact information. The key is to offer something that:

* Is of value to your potential client

* Provides him or her with additional knowledge about your product or service and how it will solve his or her problems

* Poses a very low level of risk or obligation on the part of the prospective customer.

Step two - Liking and Preference: Awareness alone is not enough. Potential customers must also have a positive disposition regarding your product or service. Potential customers must trust that you will deliver what you say you will. Several years ago there was an insurance company that did a tremendous job of building awareness through television advertising. However, the ads were so obnoxious that I m sure the company ranked quite low on the liking, preference and credibility scale.

At this stage, the objective is to get those potential customers who took the first step to take a second step by requesting additional information perhaps a video or booklet, calling for a free consultation, signing up for a free seminar or teleconference, purchasing an e-book, etc. For example, a trainer might gain credibility and allow potential customers to sample their product by offering free, hour long presentations on topics related to their area of specialty. Again, the offer must be of value to the client, and should pose a slightly higher level of risk, obligation or commitment on the part of the potential customer.

Step Three Conviction and Purchase: The final step in the process is getting those potential customers who have begun the journey across the chasm by requesting information and then following up on the information requested to actually make the decision to purchase. In this step, personal, one-on-one selling becomes the primary method of achieving the objective. And, if you have developed a relationship with the potential client throughout their journey, this step should be as simple as reaching out to take their hand as they reach the end of the ladder and step off onto the ground. And reassuring them that they have made the right decision by embarking on the journey.

While the process is simple, implementation takes a committed and consistent effort. It may take as many as five to 15 exposures to your product or service for a potential client to move through the process and cross the chasm from lead to loyal customer. They key is to plan those exposures so each one:

Matches the level of the process where the potential customer currently is (i.e. direct mass media activities to potential customers in the awareness and knowledge phases, and use personal selling with prospective customers in the conviction and purchase phases).

Builds on the previous exposure, automatically moving people through the buying process one step at a time.

To begin the process of helping potential clients bridge the chasm to loyal customer ask yourself these questions:

1. What are three to five ways I can have an initial contact with members of my ideal customer group?

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2. What can I provide as a free offer in exchange for contact information to get people to take the first step?

3. What are two or three intermediary steps I can encourage prospects to take?

4. What are the key promotional tools that I will use at each step?

About The Author Julie Chance is president of Strategies-by-DESIGN, a Dallas based firm that helps small businesses and service professionals Map A Path to Success by bridging the chasm from Lead to Loyal Customer. For more information or to sign up for our free Marketing Tips Newsletter go to http://www.strategies-by-design.com or call 972-701-9311. jchance@strategies-by-design.com

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