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LisBiz strategies: Guess who just became your loyal customer?

Oct. 7/14 2013; Volume 27/number 12

By Lisbeth Calandrino

Lisbeth CalandrinoMost businesses realize they should connect with their past customers; I believe some past customers are more valuable than others. Continue reading LisBiz strategies: Guess who just became your loyal customer?

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LisBiz Strategies: Engaging employees translates into money

Sept. 16/23 2013; Volume 27/number 11

By Lisbeth Calandrino

Lisbeth CalandrinoStatistics tell us a lot of customers walk away because of employee indifference. In the age of “a store on every block” as well as the Internet, you can’t afford to have indifferent employees.

It may be time to review with your employees the value of a lifetime customer. Particularly because it’s no longer “word of mouth” that keeps us going, but now “world of mouth.” Custo-mers who feel neglected will not post on your Facebook page or bother writing a testimonial on Yelp or Citisearch. You might just as well have a sign outside that says, “Go elsewhere.” Basically, indifference costs big money. Continue reading LisBiz Strategies: Engaging employees translates into money

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LisBiz Strategies: What is the moment of truth for your customer?

September 2/9 2013; Volume 27/number 10

By Lisbeth Calandrino

Lisbeth CalandrinoWith technology changing almost daily, many retailers are not sure what to do next. In today’s hyper-competitive retail environment, marketers have to contend for your customers’ attention both online and off. Marketers have coined the term “zero moment of truth” or  “ZMOT” to describe this new reality.

This is where customers go and begin a discovery process about the products they want to purchase long before they make their purchases at your store. Jim Leciski, a chief ZMOT evangelist, who wrote the book Winning the Zero Moments of Truth, calls ZMOT the “new mental model” of modern marketing. Continue reading LisBiz Strategies: What is the moment of truth for your customer?

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Lisbiz strategies: Did you forget me? I used to be your customer

August 19/26 2013; Volume 27/number 9

By Lisbeth Calandrino

Screen Shot 2013-08-29 at 10.46.06 AMI’ve been a member of the YMCA for eight years. For most of those years, I’ve been there at least five days a week. I know lots of the staff and trainers by name since I interned at the YMCA to complete my requirements for my personal trainer certificate. Continue reading Lisbiz strategies: Did you forget me? I used to be your customer

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Lisbiz strategies: Do I really have to like my customers, too?

Volume 27/Number 6; July 8/15, 2013

Screen Shot 2013-06-03 at 1.48.34 PMBy Lisbeth Calandrino

I recently went to a grand opening for a new product and started talking to a retailer.

“Walk-in traffic just isn’t the same,” he said. “What can I do to bring in customers?” This is, of course, one my favorite topics and gives me the opportunity to talk about all those wonderful events successful retailers are hosting. Continue reading Lisbiz strategies: Do I really have to like my customers, too?

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Lisbiz Strategies: If Martha Stewart can do it, why can’t you?

By Lisbeth Calandrino

July 22/29, 2013; Volume 27/Number 7

Screen Shot 2013-06-03 at 1.48.34 PMI’m a die-hard fan of the radio show, “Car Talk.” I listen to “the brothers” weekly. I have all of their podcasts and actually listen while I’m working out at the gym.

I tune in to the show every week, but I didn’t realize it had gone off the air in June 2012 (now reruns are aired). If you haven’t listened, the guys are funny car aficionados as well as mechanics. The show had 3.3 million weekly listeners on 660 stations, according to NPR spokeswomen Anna Christopher. Continue reading Lisbiz Strategies: If Martha Stewart can do it, why can’t you?

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lisbiz strategies: Negotiation skills and sales training

Screen Shot 2013-06-03 at 1.48.34 PMby Lisbeth Calandrino

I recently completed some customer service training, and one of the modules was about negotiation. Many participants wanted to know why they need negotiation training. I clarified it will help explain how people make decisions.

In the book Getting to Yes, Roger Fisher, William Ury and Bruce Patton suggest that to get what you want you must separate yourself from the problem.

We all know in order to negotiate, you must understand the problem or what’s at stake; determine what you’re after; know when to walk away, and determine what the other party may lose. Continue reading lisbiz strategies: Negotiation skills and sales training

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Lisbiz strategies: A website isn’t enough

Volume 26/Number 25; April 29/May 6, 2013

By Lisbeth Calandrino

There was a time when your website was supposed to be the “end all, be all” to attracting customers.

Smart business people realized having a website wasn’t enough; they needed more content and contact with their customers.

Business owners are now writing blogs or having someone do it for them. The key is to keep a fresh presence for customers and keep your store on page one of the Google search. Very few people go past the first page to seek information—that’s why many companies pay to be on page one. Continue reading Lisbiz strategies: A website isn’t enough

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Lisbiz strategies: How to tell exactly who’s a customer

Volume 26/Number 22; March 18/25, 2013

“How do I get more customers through my door?” is the frantic cry of most retailers. In the old days, we convinced ourselves anyone who came through the door was a sale.

Owners told salespeople, “No one comes into a floor covering store to look; they’re all buyers and you need to sell them!” Continue reading Lisbiz strategies: How to tell exactly who’s a customer

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lisbizstrategies: Will the real Oscar customers stand up?

by:  Lisbeth Calandrino

Volume 26/Number 21; March 4/11, 2013

Every business struggles with finding customers. When times are tough, the instinct is to go find new buyers. Unfortunately, the cost of acquiring new customers could be five times more than retaining current ones. In addition, the average business loses 10% of its customers yearly.

Getting new customers is important, but it’s obvious the gold is in the ones who know and love you. Despite this data, businesses have a tendency to forget their loyal customers. Could it be they don’t know who they are? Continue reading lisbizstrategies: Will the real Oscar customers stand up?