Archive for marketing

Delivering Great Customer Service

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This week we have been talking about things that are easier said than done. We have already talked about doing business with a partner and keeping good records. Today we will talk about delivering great customer service.

Delivering great customer services is one of those things we all know we need to do and have to do but it’s just so hard. Why is it so hard? The reason why it is so hard is because most of us business owners have this mindset in us and burning desire inside us to be right all the time. Because of that we have these instincts that people should be satisfied with what they get. We tend to think that those people who keep on asking for more are distracting you from getting more customers. The reality however is far from that in that they are already your customers and you should already be taking care of them. Help them. It is your job as the business owner to solve problems for your customers.

Most often, in the quest of solving problems for our customers, we perceive some people to be more worthy of receiving our help than others for whatever reason. At the end of the day however, they are all our customers. My point is that our jobs as entrepreneurs is to solve problems. Customers will always come to us with problems, some of them real, others imaginary and some that are not related to our line of operation. The way that you deliver outstanding customer service is by helping them with those problems. It might mean going that extra mile and calling a service that you do not provide or even referring them to a competitor because you know that the competitor has a better solution to that problem than what you have to offer. At the end of it all, they are going to associate that problem being solved with you and not with your competitor.

[Full Transcript Follows]

Hey there folks, Thom Rigsby here from This week, we’re talking about things that are easier said than done. Stay tuned, 7Minutes in the Morning is coming up next.

Hey folks, this is 7 Minutes in the Morning, it’s your daily dose from me, your business coach. My name is Thom Rigsby. This week we’re talking about things that are easier said than done. We’ve talked about doing business with a partner, keeping good records, today delivering great customers’ service. It’s one of those things that we all know we need to do, we want to do, it’s just hard. Why is it so hard? Well, I would submit to you that the reason it’s so hard is because we’ve got this burning desire inside us entrepreneurs to be right all the time. My wife would certainly agree that I have that, if any of you were to ask. But because of that we have this sense that “Why are you asking for this? Why do you want that? Just be satisfied with what you have. All you people are just distracting me from getting more customers.”

The reality is that all of those people, [expressing sound] bring them right back here in front of you; they are already your customers. You should already be taking care of them. The idea that “Oh, they’re just needy.” Well ok, maybe. So what? So what if they’re needy? Help them. Your business, the job of an entrepreneur, the business owner, the business leader is to solve problems for our customers. Like wind noise in the background, that’s one of the great things you get listening to this show that I record outside. You get all these nature sounds, isn’t that great? Our job as business owners, entrepreneurs, leaders is to solve problems for our customers.

Sometimes, it makes sense to draw a line on those problems. Let’s just use an example. Let’s say that you’ve a clothing store, a retail outlet clothing store and you’ve got this really pain in the backside customer that every time he comes there, he just wants this, wants this, wants this. You look outside after he’s been in recently and you see that he’s changing a flat tire. What do you do? You don’t worry about it because first of all, he’s a pain in the backside, second of all it’s a flat tire, you don’t fix flat tires, you sell shirts. What if it was a little old lady reminding you of your grandma, she came in every week, was very nice, very humble, always said please, always said thank you. You saw her out there with a flat tire, would you go help her change the tire? Or maybe call somebody to come change the tire for her? What’s the difference?

The difference is, that you perceive one person to be more worthy of receiving your help than other person for whatever reason. But at the end of the day, they’re both your customers. Why wouldn’t you help the man that’s a real pain in the backside? Maybe if you helped him, he wouldn’t be such a pain in the backside. Did you think about that? You don’t have to go change the tire, just call somebody to go help them. Lots of different ways that you can help them solve their problem. Maybe the problem is not even related to the tire, maybe it’s where they have to be in 10 minutes and now they’re going to be late. You can call them a cab, how easy was that? The point is that our job is to solve problems, and they’re going to come to us with problems, whether they are real or imaginary. That’s their distinction not ours. We might call in an imaginary problem. but to them it’s very real. So they’re going to come to us with real problems that they have looking for help.

The way that you deliver outstanding customer service is to help them with those problems, even if it means calling a service that you don’t provide or maybe even sending them to a competitor because you know that that competitor has a better solution for the problem than what you have to offer because they are going to associate that problem being solved with you, not with the competitor. I know, it sounds kind of intuitive but trust me, works every time. It’s easier said than done to give outstanding customer service. Remember, the only thing you have to remember in order to get incredible customer service, to deliver incredible customer service, look for problems that your customer has and solve them. That’s it, that’s all there is.

What do you think about that? Is that all there is to it? Or is there more? Or am I just completely out in that field? Actually today I’m out in the 05:27] field somewhere. Anyway, send me an e-mail, I’d love to hear your thoughts and comments on it and get your feedback. Hit me up on Twitter at Thom Rigsby or find me up on Face book, Thom Rigsby Coaching. Until tomorrow, my name is Thom Rigsby, I bet you didn’t know that yet and I’m your business coach.

Acquiring The Entrepreneur’s Mindset


Dealing with customers is always a challenge, particularly when you feel that their demands are too much for your business. This is further complicated by the old axiom which says that “customer is always right”. Is it really so? Admittedly, taking this old adage literally at all times might in itself be naïve. This is because even customers themselves are bound to err sometime or better still misinterpret some of your business information. Why then has this axiom been so widely applied? Well, there is a more meaningful interpretation of it. It’s that you need to think about your business from your customers’ perspective.

You might be wondering what that means. In simple terms, your business needs to be solution focused. Before you set out on a path to start a business, you need to define your target market and their needs that your business is to solve. Once you’ve started operating, it’s imperative that you take your time to understand your customers even further, their viewpoints and what they really want. Like that your business will make more sense and steadily prosper.

How Do You Handle Knit Pickers?

It’s unfortunate that there are customers who will always find fault in everything. There are also others who will ask you for services or products that you don’t offer. How do you handle such a situation? Do you just tell them off or find a way to solve their problems? The latter is the better. Nevertheless, you don’t have to be the one literally solving the problem.

In such a case, you can apply Top Of Mind Awareness (TOMA) by indirectly being the problem solver. According to your customers, you shall have provided the solution to their problem. This you can achieve by recommending another entity that has the right solution to that particular problem.

The fact is, you’ll gain and your customers will too.

[Full Transcript Follows]

Hey folks, Thom Rigsby here from, this week we’re talking about the entrepreneur’s mindset. Today, we’re tackling one of the oldest [00:09] around, you might agree with it, you might not, but you won’t know what it is, until you listen. This is 7 Minutes in the Morning.

Hey there folks, good morning and welcome. This is 7 Minutes in the Morning, it’s your daily dose from the business coach, that’s me, my name is
Thom Rigsby. Every day we take on one topic to help you build a better business. This week, we’re taking on the entrepreneur’s mindset; some things that you really need to change your thinking about, in order to succeed in business. Maybe you already kind of think that way, some of the things are way out there, very counter to what the rest of the world believes. We’re taking them on, so you can be successful. I open the show by saying that the day’s mindset moment – I’ll call it that – that’s pretty good name. Mindset moment is an age [01:12] that you probably heard, and in many cases, we hear it from the other perspective. What is it? Here, I’ll go ahead and share it with you a quick…I’ll stop holding you in suspense.

The saying goes “The customer is always right,” And I add to the end of that, “…even when they’re not.” One of the things I encourage you to do a lot is to think about your business from your customer’s point of view. It’s very easy for us to take the perspective, keep the point of view of the business owner, somebody who comes in through the back and unlocks the door from the inside. We never really think about what the outside looks like. This is one of those things that we probably used from the other side of a camera, and every time I say, use the saying “The customer is always right.” I always think about that movie ”Falling Down” with Michael Douglas, where he goes into the hamburger place and he asks the manager “Have you ever heard the saying “The customer’s always right?” and the manager’s response is priceless. He says “Yes, I’ve heard that, and that’s not our policy.”

As a business owner, if you expect to be successful, you need to make it your policy. I’m not necessarily saying that you’ve to [02:32] to everything the customer wants. What I’m suggesting is, that if you take the approach of understanding your customer, you understand what their problems are and you offer them real solutions to their problems. The customer’s always going to be right because you’ve provided them what they’re looking for.
The other way to look at this is, if you get a customer, kind of contrary customer, one that just they always want to nitpick, they always want you to do a little bit more. When is the right time to tell that customer that they’re wrong? I am going to submit to you that it’s probably never the right time – never. That was a pretty harsh word – very, very infrequently will it be the correct thing to tell them that theyre wrong. If you have done a good job of targeting your market, of raising awareness within that market, understanding their problems and solving their problems, you are going to attract, to your business, customers that are ideal for you.

Those that come in and they nitpick, they want something a little bit left, a little bit right, you know what, if it’s within your realm, go ahead and do that. I’m going to caution you here; it’s really easy for you to do that and expand your product line, expand your service offering, so that they get just out of control. Don’t do that, but take care of the needs of this customer. There’s a tech company – and for the life of me, I wish I could remember their name – but the policy of the company is that no employee is allowed to tell the customer “No.” So their tech support company where “Hey I got a virus in my computer,” they help you get rid of that.

As interview I was listening to with the [04:34] edited term papers; they’ve done all kinds of things like that. They don’t ever tell the customer no, but why do they do that? Really, it’s to create TOMA – Top Of Mind Awareness. If you are the problem solver for your customer, even if it’s outside of your scope, they will remember that. Maybe the right thing for you to do, the way that you can say yes to your customer, is to connect them with somebody else who serves that particular need. If you’re a pool maintenance company, for example, and the customer ask you to cut the grass, that maybe a little outside the scope of what you are equipped or even able to do. But if you can connect them with a fellow business owner who can take care of that for you, now you…some of that cross cell that I talk about all the time. You’ve solved the customer’s problem. Even when you bring another solution to the customer, they’re happy with you, because you’re the one that’s solving the problem.

How many times – it doesn’t happen very often, that’s why it’s so remarkable – but have you ever been to a business, ask them if they had a particular product, and they said “No, we don’t have that, we don’t carry it, we’re out of it, let me find another store that’s got it.” Most of the time, you expect them to pick up a call and call their other branches in the city. Sometimes, if they’re extraordinary, they’ll even call their competitors and send you there. Why do they do that? Because they know that if they can solve your problem, they’re going to win in the end, and you will to.

That’s our topic for today, so let me know you think, is the customer always right? Drop me an e-mail, or hit me up on Twitter at Thom Rigsby, I’d love to hear what you think. You can also come to; just leave a comment here on the page. Tomorrow, we’ll be back with another mindset moment for the entrepreneur success, be sure to join me then. Until then, my name is Thom Rigsby and I’m your business coach.

Why You Have A Hard Time Marketing

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In order to have a very effective business, you as an entrepreneur must have a very effective style of marketing. Now, marketing is a very tricky and strategic thing to do. And you might even find yourself spending lots of money on ineffective advertising. To bring a business to life, you must (1) have an idea, (2) create a solution, (3) bring that idea to market, and (4) find people to buy that product.

How can you achieve that? It is where marketing comes into the picture. Marketing is of three steps. First, you must convince customers that they have a problem. Make them believe that even the simplest uncomfortable everyday experience, such as holding a cup of coffee during grocery shopping, is a problem. Next, you must convince customers that there is a solution to that problem. And now is the best time to show what you offer, your product. Lastly, convince them that your solution is the best. Advertise what else your product has that your competition does not.

How can we put marketing in the right place? Of course we do not want to waste too much effort if we’re doing marketing in the wrong places, right? The secret here is to know your customers really well. Place that market in front of the target audience where they are, and when they are there. We advertise and sell the cup holders inside the grocery store near where freshly brewed coffee is sold. And we put more effort in advertising during mornings and late afternoons. The strategy here is to reveal your products whenever it is needed the most, and boost your sales with your own and creative advertising styles.