Opinions expressed by Entrepreneur contributors are their own.
A lot of people say you can't astonish customers," says Brian McCallum, marketing director for Communication Briefings, an Alexandria, Virginia-based company that publishes a newsletter, videos and reports on workplace communication. "But there's a big difference between good customer service and astonishing customer service." According to McCallum, here's how to dazzle your customers:
Offer to do customers a favor that's above and beyond the call of duty. McCallum cites a moving firm whose owner personally delivered a kitchen set at no cost--in his own station wagon.
Underpromise and overdeliver. Tell them you can have it done by 5 p.m. tomorrow; then have it done by noon.
Give customers a benefit they don't know exists. If you offer coupons, give customers who forget the coupons or don't know about them a discount anyway.
Put concern above profit. Don't schmooze customers into buying higher-priced products. Show them you have their best interests in mind by selling them only what they need. They'll value--and remember--your honesty.
Follow up with customers after they do business with you--especially if they've purchased big-ticket items. Says McCallum, "As the value of the product gets higher, follow-up becomes a more important issue."
Showing Off
If you've never exhibited at a trade show before, the wholeprocess can seem a bit mysterious. Because trade shows aren'tinexpensive, you want to be sure your investment in exhibiting paysoff--and that means you'd better do it right.
Thankfully, novice exhibitors can get free help from a 69-pagekit created by Skyline Displays Inc. to help companies get the mostout of trade shows.
"There are 4,300 trade shows every year in the U.S. andCanada," says Michael Thimmesch, marketing manager atBurnsville, Minnesota-based Skyline, a designer and manufacturer oftrade show exhibits. "[The kit] gives entrepreneursinformation about all the different aspects of exhibiting at atrade show."
The kit includes photos of sample trade show displays, how-toson selecting shows and staffing booths, marketing and follow-upstrategies, and tips on budgeting, space selection, installationand dismantling. To order, call (800) 328-2725 or write to SkylineDisplays Inc., Dept. GDA, 12345 Portland Ave.
S., Burnsville, MN 55337.
Just The Geeks, Maam
If a guy wearing a '50s FBI suit with flood pants, whitesocks and a badge shows up at your office saying he's SpecialAgent Jones, don't panic. He's from The Geek Squad, andhe's there to fix your computer.
A "24-hour on-site rapid-response computer task force"in Minneapolis, The Geek Squad is the brainchild of 28-year-oldRobert C. Stephens. No dork he, Stephens has transformed $200 andsome wacky marketing moves into a $500,000-a-year computer supportbusiness in less than three years. How did he do it?"Creativity in the absence of capital," saysStephens.
In this case, creativity translated into much more than theoffbeat dress of the 14 "special agents" who work for TheGeek Squad: They drive Geekmobiles that give new meaning to thephrase "company car." Among the fleet are two black icecream trucks and a 1960 Ford Falcon police car complete with anonworking siren, all emblazoned with The Geek Squad logo.
So what does Stephens have up his sleeve for The GeekSquad's future? Says the entrepreneur, "I want to becomethe rapid oil change of the computer support industry." Didsomebody say drive-thru window?
Contact Sources
Communication Briefings, (800) 888-2084, (http://www.combriefings.com);
