Communication

When Is Narrow Narrow Enough?

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Building Customer Loyalty Concept on a cork notice boardIn my prior blog post, I wrote about how hardly anybody wants or likes to narrow their niche.

Online sales guru, Eben Pagan, has a video on the same subject, but in greater depth.

His starting point is the Pareto principle, which states that 80% of the results in any given area are produced by 20% of the people involved.

That being the case, narrowing your niche again and yet again, at least three levels deep, will provide maximum bang for every one of your marketing bucks (or efforts).

According to Eben, “We humans like to buy stuff that sounds like it was made just for our issue.”

Narrowing our niche so deeply provides just that effect in people’s minds.

Click here to see the video with all he has to say.

You will find a lot more of his goodies on this same page. Enjoy!

And do please let me know what you think of Eben’s ideas, and if they are helpful to you.

2 Quick Ways to Wreck Your Business

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3Have you ever gone into a store to buy something, and found that the clerk was too busy yakking on the phone with a friend to bother waiting on you?

Or have you ever called a business about a problem and been given the royal run-around?

It is just these types of business problems that marketing guru Seth Godin talks about in one of his blog posts, entitled Learning from the State Department.

Check out the following quote:

“Ambassadors do two things that are really difficult for most people within organizations:

  1. They listen and send notes up the chain. They’re at the front line, and they listen to what’s happening and figure out how to get the right people back home to hear what’s being said.

  2. They apologize. Not for things they did wrong, but for things that others did wrong.”

What I found particularly interesting was how Seth relates the work of ambassadors to people who work in businesses, arguing that they are all brand ambassadors who are responsible for the experience customers have with that business.

Since I have long believed that everything is based on relationship, this really rings a bell for me.

I’d love to hear one or two of your lack of service horror stories, and what they taught you about the right way to offer customer service.

I look forward to connecting with you,
Marjorie

P.S. You can read Seth’s entire blog post using the following link: Learning from the State Department.