let's talk business
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Tips and Articles for Small & Medium BusinessTRANSCRIPT
Marketing Means Business 0451 184 599 Email: dennis@marketingmeansbusiness.net.au Web: www.marketingmeansbusiness.net.au 1
NAB NATIONAL SMALL BUSINESS SUMMIT
24 25 JULY IN BRISBANE
All interested parties are invited to
become involved in the 2013 NAB
National Small Business Summit in
Brisbane on Wednesday, 24 and
Thursday 25 July 2013.
This will be the 11th NAB Small
Business Summit and will be
attended by luminaries such as the
Federal Minister for Small Business,
The Hon Gary Gray MP, and the
Shadow Federal Minister for Small
Business, The Hon Bruce Billson
MP.
Also speaking will be the 2012
COSBOA Small Business
Champion Ondina Gregoric, who
will outline the secret of her success
and the importance of giving back to
the sector.
Small business owners employ over
4.5 million people and are a major
part of the economy, as well as
contributing members of our local
communities. Small business people
provide our society with the
capability to innovate and to deal
with adversity much more quickly
than big business.
The Council of Small Business of
Australia, COSBOA, welcomed this
important focus on small business,
Lets Talk Business MARKETING MEANS BUSINESS - Solutions for Small Business
Issue 04 May 2013
which highlighted the evident fact
that small business is too big to
ignore.
Talking about the campaign
#2big2ignore Peter Strong, Executive
Director for COSBOA commented,
The reality is that small business has
been ignored for two decades and the
more campaigns that focus on us, as
people, the better it is for our
economy and communities.
We fully support this and any
campaign to emphasise people in
small businesses.
This is recognition indeed of the
need for leaders of industry bodies,
senior politicians and bureaucrats to
attend the NAB National Small
Business Summit.
In the lead up to the election, this is
one of the final opportunities for all
parties to highlight their policies for
small businesses, make changes and
influence the votes of 2.5 million
small business owners in Australia,
stated Mr Strong.
A key focus of the Summit is to look
at how small business and big
business are different, yet how they
The Facts Are Evident: Small Business is too big to ignore
Talking about the campaign #2big2ignore Peter Strong, Executive Director for COSBOA commented:
The reality is that small business has been ignored for two decades and the more campaigns that focus on us, as people, the better it is for our economy and communities. We fully support this and any campaign to emphasise people in small businesses.
can work together in unison, learning
from the unique challenges faced by
each to better move forward in the
changing climate.
We would like to take this
opportunity to invite key supporters
of small business to attend the NAB
National Small Business Summit
which will address a number of key
areas including policy, partnerships
and people, extended Mr Strong.
The NAB National Small Business
Summit will be held on 24-25 July
2013 at the Brisbane Convention &
Exhibition Centre with registrations
open from mid-April.
For more information about the
Summit visit:
www.nationalsmallbusinesssummit.co
m.au
Marketing Means Business 0451 184 599 Email: dennis@marketingmeansbusiness.net.au Web: www.marketingmeansbusiness.net.au 2
Your Customer can be Your Lifeline or Your Executioner
Dennis Chiron MarketingMeans Business
0451 184 599 dennis@marketingmeansbusiness.net.au
Skype: dennis.chiron2
PROFILE OF AN
UNHAPPY CUSTOMER
There are some facts on unhappy
customers that both you and your
staff should be aware of.
Think about yourself and your
business. If you fit some of these
profiles it should also confirm to
you that others feel the same.
Did you know that:
That the average business
never hears from 96% of its
unhappy customers.
That for every complaint
received, a business will have
26 others that are unreported,
six of which are serious.
That those non-complaint
customers do complain to
nine or ten other people.
That customers whose
complaints are effectively
resolved will tell an average
of five other people.
Everyone knows the benefits of a
satisfied customer, but few
business owners stop to consider
the potential value of the not-so-
happy.
In an article in My Business
Tom Dickerson explains how you
can use unhappy customers to
better your business http://
Keep Your
Custom-
Sixty eight percent of
customers who leave do so
because they feel
unappreciated, unimportant,
and taken for granted.
www.mybusiness.com.au/experts/how-
unhappy-customers-can-improve-your-
business
Unfortunately, unhappy customers are
an inevitable consequence of doing
business and you will run into them no
matter how committed you are to
seeing them all happy.
There will be times when that customer
is justified in being upset while there
will be others where the situation was
entirely out of your control. Strategies
do exist where you can diffuse a
situation and help a customer feel better
and perhaps even turn them into a
repeat buyer.
In the beginning, every business owner
is certain that they must retain every
single customer they can but this is not
an excuse to allow the business to
become the proverbial doormat for
customers to kick around when they
feel like it.
Sooner or later you're going to have to
deal with an upset customer. A product
breaks, their goods dont arrive when
promised, an employee has a bad day,
these things happen! The question is,
how are you going to deal with your
unhappy customer, especially
considering that these days it's very
easy to vent ones spleen using social
media.
Almost with one foul swoop, a
frustrated customer, through Facebook
or Twitter, can literally destroy your
business.
Everyone claims they give excellent
customer service. While that might
be true for some, it is far from true
for others.
If every company gives excellent
service, there would be no need for
customer complaints lines,
consumer watch dogs, or even
companies liquidating.
Customers care about how theyre
treated. With the recent rise of social
media, consumers are able to voice
their dissent or support
immediately to the masses.
Businesses have to manage
relationships with their customers
more carefully than ever, whether
online or offline.
People will buy from you for many
reasons, but the experience they
have determines whether they come
back or not. So from the beginning
you need to focus on helping the
customer, because thats what builds
repeat business.
Marketing Means Business 0451 184 599 Email: dennis@marketingmeansbusiness.net.au Web: www.marketingmeansbusiness.net.au 3
COMPLAINTS ARE A GREAT
WAY FOR YOU TO IMPROVE
YOUR BUSINESS Dennis Chiron
MarketingMeans Business 0451 184 599
dennis@marketingmeansbusiness.net.au Skype: dennis.chiron2
It is estimated that only 1.5% of all
customers will try to take advantage of
a company through exaggerated claims.
So, chances are, your customers
complaint is legitimate and realistic.
A customers complaint is usually a
clear message on how you can improve
your services or products. If you are
able to identify and meet customer
wants and needs, you will undoubtedly
improve your business performance
and increase your customer base.
A satisfied customer usually means
repeat business. In most cases, the
information that you can obtain through
a customers complaint is impossible to
get through any other means. You are
being presented with a real opportunity
to prove your commitment to your
customer by addressing these
concerns, even when the complaint
may seem minor or trivial.
Complaints that customers bring
directly to you are the most efficient
and least costly way of obtaining
information and under-standing
customer expectations.
When a customer has a genuine
complaint, thank them for raising the
matter with you. Treat them with
genuine empathy, courtesy, patience,
honesty and fairness.
Try to respond to the complaint
quickly. Tell the customer how you
will handle it and when to expect a
response.
Speak to the customer in person. Do
not rely on written complaints or
records of conversations.
When choosing your approach for
communicating with a customer,
think about how you would