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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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Passion: The basis of a successful business

Lisbeth CalandrinoVolume 26/number 28 June 10/17, 2013

by Lisbeth Calandrino

I am helping a well-known public figure from the Bronx write a book about his life. He has already written one book but somehow he feels it’s not complete.

“Why not write about what made you successful?” I asked. “Because,” he said, “I never thought about being successful or building a business. I was just doing what was right.  I knew there was a problem to be solved, and I wanted to solve it. The rest just happened. I never thought I would build a company with 500 employees.” Continue reading Passion: The basis of a successful business

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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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Lizbiz strategies: Change is not in the rearview mirror

By Lisbeth Calandrino

Volume 26/Number 26; May 13/20, 2013

Before you can create today, you must forget yesterday.

I recently spoke at an event called Smalbany (Small Business Convention in Albany, N.Y.). The premise was whether the past affects the future and was called, “Change is Not in The Rear View Mirror.” Continue reading Lizbiz strategies: Change is not in the rearview mirror

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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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Can meatballs be your competitive advantage?

by Lisbeth Calandrino

Several years ago I took a trip to Ikea in New Jersey. Ikea is the largest furniture store in the world with over 10,000 items on display.

After a tour of the store, a stop at its day care center and, of course, a plate of Swedish meatballs, I took out my notebook and my pen and convinced my companion to help me interview customers coming out of the store. Since we were both in suits, people thought we worked for Ikea and seemed playful and delighted to answer questions. We spent 45 minutes asking questions and were never accosted by the Ikea people. Continue reading Can meatballs be your competitive advantage?

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Does social media have you in a snit?

by Lisbeth Calandrino

I was at a convention recently, and a dealer told me he hoped he would die before he had to learn Facebook. He called it a new craze and hoped it would explode. I told him there are lots of people hoping Facebook would die before them, but it’s not likely.

Social media is here to stay until the next wave of communication comes through. What’s changed is that technology no longer lasts forever. Neither the television nor the phone changed for years. Then, suddenly, TVs were more than televisions, and phones became everything. We’ve already accepted our computer as outdated before we even get it out of the store. Continue reading Does social media have you in a snit?