Credit Checks On Existing Customers

Every rational company
runs credit checks
on new customers,
especially if purchases are large
(i.e. ‘theft’ of that purchase would greatly
hurt the company).

Not as many companies
run credit checks on existing customers
but with bankruptcies rising,
this is a prudent move.

As customers can see
who runs credit checks on them,
it is best to have a policy
(so they don’t feel they’re a concern).
One company I know
runs a credit check every year.
Another runs
credit checks for purchases or balances
over a certain amount.

Credit checks add to the selling costs
and the turn around time
but are well worth it.

Published
Categorized as Sales

Miss California And Opinions

What has been made painfully clear
by the Miss California situation
is that
just because you have an opinion,
doesn’t mean you have to share it.

AND
when you are representing
something bigger than yourself
(like the Miss America Pageant,
or your company
or your charity),
you don’t have the right
to express your own opinions.

That’s why it is called
REPRESENTING.
You are supposed to mirror
the opinions of
whatever it is
you’re a spokesperson for.

The job Miss California was auditioning for
was to represent
the Miss America Pageant
(it is NOT, as some people believe,
to represent America).
THAT opinion is what she should have shared.

What if you don’t share the organization’s belief?
You either keep your mouth shut
(externally, internally debate all you want)
or you find another better fitting
organization.

Published
Categorized as Marketing

Thanking Your Employees’ Parents

Very few of us
thank our employees.
That, alone, will make you stand out
and increase loyalty.

Almost no one thanks
their employees’ parents.

No one except for PepsiCo CEO Indra Nooyi.
Not only does she send a quarterly hand written letter
to the spouses of her 27 top executives
but she also sends letters to their parents.

As she says
“The outpouring of emotion and response
I got from them was incredible.”

The top people don’t work strictly for money.
Thank the people
who truly motivate them.

The Future Of Bookstores

Amazon.com has over 230,000 titles
available for sale
in eBook.
Your local bookstore, within years,
will have the same availability
in print.

How?

The Blackwell Expresso Book Machine
has been unveiled in the UK.
This machine prints any book on demand
(112 pages per minute)
with library quality binding.

That means bookstores no longer
have to carry inventory,
pay for shipping costs,
or worry about running out of stock.
The space needed for the same sales decreases.

Now, you may be thinking…
revolutionary for bookstores
but I’m not in the book business,
what does this mean for me?

It means your business can change overnight.
You have to be prepared to change also.

What Social Media To Use

Although social media
is an important part of marketing,
it is impossible for small business
to have a presence
on all applications.

So should you have
a blog, a Facebook page, a Twitter account
or a…?

It depends on your target audience.

The hip and trendy and
the tail end of the early adopters
are right now using Twitter.
As I write small press novels,
it is natural I hang out there.

My buddy writes novels
for middle class moms.
Obviously she’s on MySpace
and she blogs on blogger.

Use social media
but use the right application
for YOUR prospects.

Published
Categorized as Marketing

Lying To Employees

It is tempting during these challenging times
to lie to employees
and tell them
good times are right around the corner.

Don’t.
You will get called on it.

A loved one helps the sales team sell.
He knows he hasn’t been
on a sales call for a month.
He knows clients aren’t renewing contracts.
He knows current clients
are asking for price reductions.

Yet his boss stood
in front of him and his fellow consultants
and told them that
they’ve made it through the worst,
that good times were coming.

Bullshit.

Good times aren’t coming.
Even worse times are.
Only an idiot would not see those signs.

And now everyone is wondering
what OTHER things the manager is lying about.

You hired intelligent employees.
Respect that intelligence.

A Sitcom For Product Developers

Caught two episodes of
Better Off Ted
last night,
a sitcom from ABC
around product development
in an ethics challenged company.

It is witty, fun,
and has enough real information
to keep
this product developer interested.

What is especially entertaining
is how every product,
no matter how bizarre,
is put to use.
Not the one original planned.
A creative solution to utilize
even failed experiments.

Of course
in real life,
it takes more time to figure out
ways to use
‘failures’
but successful companies DO use them.

Don’t Be A Chicken Shit

Bad news concerning your direct reports
comes from you.
It doesn’t matter if they’re
full time, part time,
contract, volunteers,
interns, aliens from space.
If they report to you,
they hear the bad news from you.
No excuses.

Yesterday, my contract got shortened by a week.
I expected it.
I accomplished what I needed to do
and it didn’t make sense for me to sit there
doing nothing.
If my manager hadn’t proposed it first,
I would have volunteered
(I have a book I want to write).

The thing is…
my manager didn’t propose it to ME.
She got a middle man
to deliver the news.
Then she avoided me for the entire day
until I walked up
and told her I was more than fine
with her decision.

With her decision.
Not the way she handled it.
I lost all respect for her
and I doubt I’ll work for her again.
Chicken shits always bail at critical times.
I’d rather not be around when they do.

Put on your big girl panties
and deliver the bad news yourself.

Amazon Messing With Best Seller Lists

Amazon got the bright idea
to drop what they deemed
‘adult’ content
(which included
children’s books written for
the alternative lifestyle crowd
and classics like
D.H. Lawrence’s Lady Chatterley’s Lover)
from their best seller lists
and rankings.

Then they were surprised
at the very noisy outcry.

Ummm…
what part of best selling
did Amazon not understand?
Of course, more people would be upset.
More people bought those books.

If you mess with your top products,
be it the Classic Coke formulation
or the product’s placement
on best seller lists,
you WILL get push back.

As you should
because that says customers care.

Published
Categorized as Marketing