Marketing challenges come in all sorts of shapes and sizes. That’s what I love about marketing. Cookie cutter solutions just don’t exist.
Tom Wanek, here, and you’re watching Wizard Marketing TV, where business owners learn persuasive tools and techniques to spark miraculous growth.
Stay tuned, and I’ll explain what should keep you up at night when business is going well. I’ll see you on the inside.
It’s Q and A time here at Wizard Marketing TV, and viewer Joyce has a question for us.
Joyce manages a medical weight loss practice and says, “Our business is pretty much running at full capacity. We’ve got all the patients we can handle right now. What do you do when you’re doing well? What areas of marketing should we focus on?
First off, WOOHOO! You go, Joyce. Congratulations. You’re obviously doing something right … a lot of things right.
Once you’ve got it crankin’, keep it crankin’. Now’s not the time to get complacent with your marketing and advertising efforts.
If you’re running a mass media branding campaign, keep it up. Don’t lose momentum here. Momentum takes too long to build.
But without a doubt, when things are going swimmingly well, the biggest challenge for your business will come from the inside. When customers stampede through your doors, systems become stretched beyond their limits, and begin to break down. Bad habits develop. Opportunities slip away.
The bottom line: You may find that you’re unable to provide the same spectacular customer experience that got you to this point.
At first, these shortcomings in customer service are usually small and seemingly insignificant. Ah, but don’t be fooled.
Remember, you get what you tolerate. And when you tolerate anything less than a stellar and spectacular customer experience … well, that’s what you’re gonna get in return.
So you’re first order of business? Zero tolerance for anything but providing customers with an experience so delightful … so magnificent that it causes people to tell all their family and friends about you. Hell, be be the champion for delighting the hell out of the customer.
Seems simple, I know. But, you and I both know that’s easier said than done.
In fact, just recently, I was looking to get a logo designed on the cheap, so I went to Fiverr and found one particular designer that did wonderful work. His logos leapt off the page with originality and pizzaz.
Not surprisingly, this guy was more popular than left turns on a Nascar racetrack. He had more than 150 jobs in cue. He was backlogged to infinity and beyond.
Which means his capacity was pushed beyond its limits. That’s when my concern grew and I noticed his most recent reviews, which were less than glorious. Well, we’re talkin’ one-star flameouts. Many reviewers mentioned how the designer resorted to using clip art. Some even claimed that he reused parts of logos from his past designs.
Ultimately, I decided to go another route.
So, Joyce. Don’t be like logo guy. The last thing you want is to provide customers with an experience that disappoints … the last thing you want is negative word of mouth to spread. See, no amount of good advertising will overcome a bad product or service.
Stay on top of this, Joyce. Fear complacency. Let it be the monster that keeps you up at night.
I know that sounds a bit rough. And I don’t want to be Negative Ned here—especially when things are going so well for you—but success is fragile. So when it comes to marketing, always look for ways to elevate the value you provide.
Oh, and please be super appreciative of your staff. You don’t want morale to suffer when hours and demands increase.
Now one more thing … because it sounds like you’re maxed out and have got no room to grow, you’re now at a crossroads. If you want to continue to grow your company, you’e got two options:
Your first option is to expand your product offering? Are there products and / or services that you don’t currently offer that would benefit your customers?
If so, offer them.
Now, your second option is to add more capacity. This will require either moving to a larger location, or opening a new location in a new market. And it will definitely require hiring additional staff.
But if you want to grow, you need to swim in a bigger fish bowl.
Joyce, all the best to you, and thanks a bunch for sending in your question.
Now Marketing Wizards, did you like this video? Then do me a HUMONGOUS favor … please subscribe and share it with peeps all across the YouTubes and the Interwebs.
And give me a shout. Send in your marketing and advertising questions. Hit me up at email@example.com, and I’ll give you an answer right here.
As always, we’re in this together. I’ve got your back. I’ll see you real soon.