Each day we are bombarded with 3700 marketing and sales offers. Each and every day! For the most part, we ignore almost all of them. Why? Because they are boring.

Here’s a TV commercial that is not boring – the Korean Air Global Campaign – The Color of Perfection:

Notice the use of black & white cinematography along with softly painted aquamarine; the soothing music in the background. Everything moves in slow motion almost giving you the feeling of a weightless, romantic spa up in the sky. They don’t use airplanes in flight but flying is implied with images that recall a dreamy experience.

While waiting for my flight at LAX, I noticed to the right of my gate a Korean Air desk and instantly the commercial popped in my head. I start looking for the bright smiles of the Korean Airlines flight attendants and sure enough they appeared floating although walking. At least that’s how I saw them still under the spell of the TV commercial. Precise, distinguished and bright, the female flight attendants walked toward the gate and commenced boarding.

What impressed me the most though, was the effort and the extent of their courtesy while seeking possible air-heads taking a nap in the sea of patiently waiting passengers who could have missed their flight. They moved with purpose and efficiency through the crowd while calling last minute passengers.  Now – that’s really good if not excellent customer service.

In contrast, I remember several years ago when my flight arrived late in Miami from Jamaica and I missed my connection to Detroit. So here I am, wife, small child and 3 pieces of luggage trying to convince the staff of a company that starts with American and ends with Airlines that we really need to get to Detroit and it was not our fault for the 2 hour late landing of Air Jamaica.

Needless to say, nobody gave a “flying sh…” – pun intended, about the 3 stranded Michiganders in the Miami Dade Airport. We were told to sit tight and get on the next plane like everyone else. No apologies, no special accommodations, not even a bag of peanuts. Now – that’s really crappy customer service.

I didn’t expect the royal treatment; not even a bump to First Class. Just some sympathy and  2 minutes of your “precious time” while pretending you are trying to help with my problems.

Ask me if I flew with that airline since. No wonder they were on the brink of bankruptcy; no wonder most American companies are outsourcing their customer service overseas; with an attitude like that who needs the aggravation? If the person on the other end shows some respect and courtesy, I can deal with a bit of an accent and not a perfect command of the English language.

What can be more memorable-a great TV commercial or a really bad experience? Let me know what you think. I promise I’ll listen.

Keep & Attract Clients

Marketing never stops or your company stops. It is amazing to me when I ask people “So what’s your company do right now in terms of marketing?” and they respond “Nothing really…we’re trying to figure out our next step. The economy is pretty bad and we’re exploring options”.

Here are 10 ways you can continue to improve your marketing no matter what the economy looks like, because remember – only the ones who put the effort in, especially during these times, are the ones who will emerge victorious when this is all over with.

1. Make working with you effortless
   People are looking for solutions and if your creativity is up to pa this is your time to shine and provide them rapidly and without remorse. Provide them as effortlessly as you can, without showing distress. Your client will rely on you and will be glad they have chosen a company like yours who doesn’t look like it’s struggling what-so-ever.
2. Never underestimate the power of a contact
   Always, always follow up with the most insignificant contact that comes across your desk. You never know who he/she is married to, knows, congregates or networks with. The more connections you have, the better your chances to be recommended. And let’s be honest – can you really afford passing any type of connection, no matter how little might be?
3. Make prospective employees love you
   You’d be surprised how many CEOs rely on their assistants when making decisions, including the selection of vendors. Treat everyone with respect; treat everyone with professionalism, because you never know when you might get that call from the friend of the director’s assistant working for another company just across the street from your main client.
4. Keep only ideal people in your circle. Get rid of toxic clients and people who do not help your company’s image
   No matter how successful you are you’ll always have some clients here and there who want everything for nothing. Keep it professional but in the same time recognize the fact that you’ll never make everyone happy. Eliminate the ones who waste your time, do not know what they want, even after you presented several plans or solutions. Addressing their issues will take time and effort away from your other clients.
5. Make your receptionist a Marketing machine
   This is the first person your prospective clients will see. Hire a professional who is personable, nice and prompt; one that is adaptable, handles pressure well and is receptive to change and new technology.
6. Impress your customers with what you can do for them not what you can do for yourself
   You might impress some clients with your new Zen reception area and lavish conference rooms but not for long. Usually they will like to see what you can do for them because eventually they are looking at you to see how you can help them have the Zen reception area and the lavish conference rooms.
7. Be prompt, be punctual and keep your word
   Do not let your customer wait; not in your lobby, not on the phone or at lunch. This is not a power trip showing them you are busy. It actually shows lack of respect and the fact that you don’t care about their time. Always show that your word is stronger than any contract you might have with them. People will respect that more than a piece of paper. When you promised to deliver by a certain date, do whatever possible and deliver. I cannot even begin to tell you how many clients come back to me for new services just because when I promise something, I always deliver even if I have to burn the midnight oil.
8. Develop common answers to common questions
   Inevitably you’ll get some common questions from prospective clients. Be prepared with answers and adjust them as new information becomes available; new improvements or new services or products are being created.
9. Be ready to present your company and/or what you do in 30 seconds or less
   You know that elevator speech where you suppose to present what you do in about 30 seconds or less? That’s the one you should perfect, memorize and adjust again and again according to new developments within your company. Never get caught with a loss of words or inventing something in the brink of the moment. You’ll look unprepared and not very in touch with your company.
10. Give your customers something to remember you by
    No matter if you visit the client or vice-versa, always leave something with your client (a promotional item, a “Thank You” note, etc. Use something that will make a long lasting impression on your client; please do something else than your business card, unless there is something very impressive about that. I use it because my business card looks like a credit card and I throw a joke saying that this might help them in these times. I get a smile and a WOW look across their face. It pays in the long run.

Follow and implement these ways; do one at a time and you should see improvements in your client base almost immediately.