Online-Business-Reputation

Reputation Management

by BlogCommunications

Online-Business-Reputation

How often do you check on your online business reputation? If you are looking for a particular service, how many times do you see a question posted on social media, “Do You Know a Good….?” Whether a potential customer knows the third-party referral or not, they check out a referral for online reviews. When using apps such as Yelp, Groupon or Travelocity – do you read reviews before making a purchase? Many potential customers do.

All businesses no matter what size or industry must be concerned about what their customers are saying about them. Whether you are a business consultant or have a restaurant, spa, dental office, pet supply store or any other kind of business to consumer business, you need to diligently monitor reviews, comments on social media, and other content that affects your reputation.

When posting on social media, do you stand on the fencepost of neutral, particularly when it comes to politics and religion? Are you careful that ads are not insensitive? A thoughtless tweet or post can put your reputation in a downward spiral.

Google Alerts are a great way to manage your online reputation. By using this tool, you are able to monitor your online reputation. I have alerts set up for my name and business name. By claiming your business on Google My Business and Yelp, it allows people to both review and find you.

What recourse do you have when someone posts a negative review? The key is to not ignore it. A negative review can be a result of a bad customer experience or in some cases, unscrupulous competitors can target your online reputation. Always respond with an apology for the experience and don’t get into an online argument. Take the conversation offline in a private message format or better yet, if you have a phone number, pick up and phone (yes it still does exist) and call the customer and apologize. In some cases, you can dispute the online review with the provider and point out that you have no record of a customer’s order – especially if you suspect unfair ratings from competition or a former employee.

When people take the time to write a review, thank them for their review. Acknowledgement for positive feedback shows your fans that you appreciate their feedback. Building an online reputation is work. A business can be proactive in asking for reviews, engaging on social media and focusing on good customer service.

Building an online reputation is a marathon endeavor – not a sprint. It’s a partnership between the business, their employees and ultimately the customer. Your customers will ultimately determine your online reputation, but as a business owner, you can do your part to train your staff and deliver stellar customer service. Be realistic, mistakes happen, but acknowledge them and take steps to satisfy the customer. Adjust operational procedures to ensure that mistake doesn’t happen again.

About the author: Autumn Edmiston is the CEO and owner of the Edmiston Group. The Edmiston Group is a multifaceted Pittsburgh based marketing consulting firm providing senior level marketing management services to businesses and non-profit organizations on a short or long-term basis. Core areas of service are business development, marketing, strategic planning and public relations. The Edmiston Group has consistently delivered and implemented real-world, proven business marketing ideas and strategies for business.

Business-is-Business

What Does “Business is Business” Mean?

by BlogCommunications

business-is-business

When you hear the term “Business is Business” what do you think of? According to the Macmillan Dictionary “business is business” spoken used to say that profit is the most important thing to consider and “we can’t afford to employ someone who isn’t good at the job.” Webster dictionary states, “Business is Business” means that in order for a business to be successful it is necessary to do things that may hurt or upset people, such as “I’m sorry I have to let you go, but understand that business is business.”

As a business owner, I agree it’s necessary to make a profit, but are you always taking into account those that have helped you along the way – for instance vendors. There’s a fine line between being complacent and forgetting the service you received from a vendor during lean times as things turn around and business is booming.

Let me give you two examples of ‘Business is Business’ a salesman recently shared with me.

  • A Bible Camp brought in a young Director of Operations in 2018. For many years, during the history of working with the camp, this food vendor and salesman helped keep the camp open during lean times by extending credit, donating food, providing guidance in menu selection and by working with his food suppliers to offer sales on various products. In other words, the salesman serviced the Bible Camp. When items were missed by the Bible Camp when placing a food order, the salesman took calls after work. He also delivered product himself that was missed being loaded on the delivery truck order so the camp didn’t run short on food. The chef he worked with for years was heartbroken, because he knew from prior experience other salespeople from another food company wouldn’t service him as he had been served. The Director of Operations could only see the bottom line and didn’t take into account the affect this would have on the quality of food they served the campers nor the service he received from the salesman. It didn’t matter the company had stood by this camp during difficult times. The only important thing was to buy cheaper and serve a lesser quality of food and his statement to the salesperson was, “Business is Business.” After all…he wasn’t the chef preparing the food – his only thought was making a profit.
  • A second occurrence this salesman encountered was with a new restaurant owner. This particular person had never owned a restaurant and the salesman sat with him for hours reviewing menus, helping with operations guidance and suggestions for food specials. After a number of months, business was going great and long forgotten was the time spent teaching this restaurant owner how to run a restaurant. I would say this goes above and beyond customer service. The owner then decided to shop around for a low-quality product and began switching some of his order to another food vendor. Again, long forgotten were the hours of time spent teaching him how to run the restaurant. The restaurant manager who placed weekly food orders was so upset, he refused to give the salesperson their food order and told the restaurant owner he would have to look the salesperson in the eye to tell him he was using other vendors. The owner’s response to the salesperson was “Business is Business.” When the owner was asked by the salesperson what the phrase meant, the owner couldn’t answer him. The following week when the salesperson went in for the order – it was left on the owner’s desk as he chose not to tell the salesperson what his meaning of “Business is Business” was. In the weeks that followed, the competitor has begun raising prices on numerous items and the business is coming back to the salesperson.

As a business owner, we want to create “LOYAL” customers. The cheapest way is not always the best way and you find out all too late, the service you took for granted isn’t always there. As you switch to something with lesser quality, you may find out your clientele will know the difference and decide “Business is Business” as well and take their dollars elsewhere. So my question is… “Are you “Loyal” to those who have helped you along the way, or doesn’t that mean anything in today’s business market?”

About the author: Autumn Edmiston is the CEO and owner of the Edmiston Group. The Edmiston Group is a multifaceted Pittsburgh based marketing consulting firm providing senior level marketing management services to businesses and non-profit organizations on a short or long-term basis. Core areas of service are business development, marketing, strategic planning and public relations. The Edmiston Group has consistently delivered and implemented real-world, proven business marketing ideas and strategies for business.

Product-Launch

Nailed It!

by BlogCommunications

Product-LaunchHave you ever had someone tell you that you “Nailed It”? You had such a wonderful feeling of satisfaction for a job well done. Perhaps you spent months planning a product launch, large grand opening or corporate event. Everyone involved celebrated the victory, but the planning process wasn’t without its hiccups. After all… is nothing that goes perfectly 100% of the time. There are numerous vendors, responsible staff that were assigned certain tasks and logistical issues to take into account. They all have to work together toward the common goal – the product launch, corporate party or grand opening – otherwise referred to as the main event!

But what happens when someone doesn’t hold their weight or a vendor lets you down? You begin to scramble to correct the situation, or in worst case scenario, find another vendor. As a business owner or vendor bringing a piece of the puzzle to the party, you don’t want to fail.

We often talk in marketing about putting together a plan. Without a plan everything can come to a dead stop. Case in point… I planned on taking a recent vacation. Weeks prior, I asked a colleague if they would like to submit a blog for our newsletter. We discussed the topic so there was continuity in the newsletter and identified a target day.

Lisa had the article prepared prior to my leaving for vacation, and I was able to go away knowing that part of the plan was handled. This was a trust we had between us that a task would happen. But what if she would have let me down? My reaction would have been quite different.

When you get a nail in the tire of your car – think about how something as small as a one-inch nail can stop a 4,000 machine. Things you had hoped to accomplish are suddenly dead in the water. So, what does all this have to do with business? Identify your nail. Is your nail something that will build and grow your business, or will it stop you in your tracks.

We are well into the 2nd quarter of business and I would ask these questions:

  • Have you set a plan for growth during summer months and upcoming vacation season? That includes planning for summer sales, meeting new referral resources, staff vacations and your own down time.
  • Are there new concepts or skills you need to set aside time to learn? If so, put learning time on your calendar and stick to it. You may need to hire a consultant to work with you and your team.
  • When you rely on others to help you grow, do you give them the proper tools to succeed, or are you a micromanager that everything bottlenecks at your desk.

As you continue to grow your business this year are you going to key the phrase “Nailed It” or will the “Nail in the Coffin” result in stagnant growth for you both personally as well as in your business? To your business success… Nail It!

About the author: Autumn Edmiston is the CEO and owner of the Edmiston Group. The Edmiston Group is a multifaceted Pittsburgh based marketing consulting firm providing senior level marketing management services to businesses and non-profit organizations on a short or long-term basis. Core areas of service are business development, marketing, strategic planning and public relations. The Edmiston Group has consistently delivered and implemented real-world, proven business marketing ideas and strategies for business.

Outsourced-Sales-Manager

3 Tips to Keep Revenue Goals On Track

by BlogCommunications

Outsourced-Sales-ManagerThe Edmiston Group would like to welcome Lisa Davidson, the owner of the Outsourced Sales Manager as our guest blogger. As you look at the types of partnerships your business forms, consider how you intersect with a complimenting business. It takes a marketing strategy with a measurable call to action to make the sale, but if there’s not a process to selling, where does that leave you? Take it away Lisa…..

The midyear point is quickly approaching, so how are you doing achieving this year’s revenue goals? Much like the resolutions we make at the stroke of midnight each New Year’s to get healthier and go to the gym more often, these goals can lose our attention as the demands of the day to day dealings of running a business can take precedence over one of the primary reasons for being in business; to be profitable!

So, as we near half way point, let’s take a look at why you might be missing your revenue marks from a sales perspective. Here are some of the common issues I find in my practice when working with my clients:

  • Are you selling to your target market, or to increase sales have you stretched outside of your core business? Although this sounds like a good plan, trying to be all things to all customers is a fault many fall into. It may make the register ring, but chances are you will spend more to try and retain those new customers. This causes a loss of focus on your core business and increasing revenue in that area of your business where you truly excel.
  • Is your differentiation over your competition strong enough to gain new customers? Back in the day, “customer service” or “quality products” were enough to attract new customers. However, these have become easy flags to wave and have become common tags for every business we encounter. What company is going to say, “We don’t focus on what our customers want, they get what we give them!” Or, “Our products are just OK.” Sometimes it’s hard as a business owner to articulate what makes them different from the other companies in their space. My recommendation is to ask the people doing business with you why they choose you time and time again! Who better to tell you how you fill a need over your competition than YOUR CUSTOMERS!
  • Do you have a process in place to replicate your successes or do they just happen by chance? So, you get a big sale or a new large volume customer, Wooo Hoooo for YOU! In the excitement and celebration, can you detail how this occurred, so you can get MORE of them? So many businesses take the wins, but don’t bother to go back and figure out exactly how they did it, so they can do it again. Try and learn from the experience to see where you might do even better for the next opportunity. That’s one of the reasons all sports teams review tapes after a game whether they’ve won or lost. To understand their outcome and do even better at the next game.

Hopefully these thoughts will help you get back on track and you and your team will knock your revenue goals out of the park for the second half of 2018!

Outsourced-Sales-ManagerAbout the Author: Lisa Davidson, owner of the Outsourced Sales Manager, has over 30 years of sales experience predominately in selling solution based services. She is experienced in selling to organizations of all sizes, from Fortune 500 companies to small local business. Through her experiences with these organizations, Lisa has developed an excellent ability in quantifying value and sharing that ability with other sales professionals to increase their success.

Lisa has built a network of quality professionals, and since she holds certifications in various networking skill sets, she has leveraged that network to the value of growing her business and the business of her clients.

 

Business-mindset

Is Your Business Stuck In A Rut?

by BlogCommunications

Business-mindsetDo you often feel you are in a rut? You do the same thing over and over with less than desired results? The sales and promotions you ran in prior months no longer have the same effect. When your small business gets stuck in a rut, you need to find a quick way to snap out of it. This can mean finding a new source of inspiration, following some new trends or kick starting your marketing efforts.

What stops you from moving forward?

  • FEAR. Are we doing the right thing? Going down the right path? What will others think? INDECISION is the seedling of FEAR! Indecision crystalizes into DOUBT, the two blend and become FEAR! The “blending” process often is slow. This is one reason why these three enemies are so dangerous. They germinate and grow without their presence being observed.
  • PROCRASTINATION. It’s easy to always do the simple tasks of being busy. But what happens when you have a large project, or need to focus on something new? Do you spend your time being busy, or block off time at the front end of the day to tackle the project? Try breaking the project into smaller chunks so it seems more manageable and schedule time to accomplish those chunks
  • I CAN DO IT ALL. Often this is where I see business owners get stuck. They have the mindset that they can do everything themselves, yet by not releasing tasks to either outside consultants or employees the business owner is the bottleneck in their own growth.
  • DECISIONS. As you move about your day decisions pile up. Interruptions occur and your head becomes full of deadlines and stuff. Make the most important decisions early in the day while you are fresh. By giving yourself 24 hours, it allows you to “Sleep On It” with a fresh look first thing the next morning. You will find it easier to be clear on your decision.
  • TIME MANAGEMENT. How often do you c heck your email? Do you make a plan and/or a list for tasks to be completed with a due date? Do you assign tasks to others and hold them accountable? There are a variety of project management tools to do that. Asana is a tool that I use with members of my team.

The first quarter of 2018 is over. As you review your marketing plan going into spring/summer, what are you going to do differently that will yield results? If you don’t have a plan, now is the time to put one together. If you don’t have time to create and execute the plan, let the Edmiston Group help.

About the author: Autumn Edmiston is the CEO and owner of the Edmiston Group. The Edmiston Group is a multifaceted Pittsburgh based marketing consulting firm providing senior level marketing management services to businesses and non-profit organizations on a short or long-term basis. Core areas of service are business development, marketing, strategic planning and public relations. The Edmiston Group has consistently delivered and implemented real-world, proven business marketing ideas and strategies for business.

B2B-Marketing

B2B Marketing Tips

by BlogCommunications

B2B-MarketingOften when it comes to B2B marketing, some small companies have a hard time getting into the game. Let’s look at a paradigm shift. Many small business owners are used to marketing to potential clients, but not to other companies that could become a referral partner. As a business owner, you have colleagues that may call on the same market verticals as you. Perhaps you complement services and can create a bundle effect. You bring a particular skillset and your colleague brings a different skill. Individually your business is strong, but combined marketing of both businesses allows you to become a trusted resource by providing solutions to multiple issues. Here are essential B2B marketing tips to help with your B2B marketing effort.

Suppliers are a Great Resource

Do you treat your suppliers with respect? Not only is it the right thing to do, but these suppliers may also call on potential clients that could be a fit for your business. A good working relationship will allow you to get the best deals on your goods and when there is a problem, suppliers will be happy to work with you. It never hurts to ask who they might suggest you reach out to and if you may use their name as a warm introduction.

Become a Recognized Expert with Amazing Content

One of the first things I do before meeting with a potential client is look at their website and their social media channels. Have they updated them recently with relevant content that is easy to read and provides value? If blogs are months old and social media posts haven’t been made since 2016, these can be potential clients for the Edmiston Group. By regularly blogging on interesting topics and posting to the appropriate social media channels, you and your business remains top of mind.

Be Social

When working with a business owner, often I’m asked on which social media channels they should be active. Social media is here to stay and businesses that aren’t willing to adjust and participate will find themselves out of business in the not too distant future. Simply setting up a profile on LinkedIn is not enough. You need to be active in sharing articles, discussions and publishing relevant content. Advertising on social media and interacting with potential B2B clients is a great way to get your message across. These days everyone is on social media so it’s a great place to find leads.

B2B businesses tend to get the best results from LinkedIn and Twitter, but are present across a wide range of social networks. Personal branding, how the public perceives you, as far as your reputation, industry expertise and personality has become one of the most important marketing B2B strategies available today. Previously, executives focused more on branding their companies. However, buyers have begun to look more at the faces and voices behind the company logo.

In addition to content curation which is a great way to establish your personal brand, look for opportunities outside of your company, such as speaking engagements at industry events. Individualize your style and delivery according to your personality.

ASK FOR TESTIMONIALS

Third party validation by way of case studies and testimonials are a key way to break through the constant noise of advertisements, and reach B2B buyers. How often do you see in social media, “Do you know a good…?” People will buy from you based on a good experience of a satisfied customer. Use customer advocate and referral programs to reward those who sing your brand’s praises to others.

Grow B2B sales by: tapping your suppliers, seeking referral sources, becoming a content expert and sharing your knowledge socially. Let other’s sing your praises by asking for testimonials. To your success!

About the author: Autumn Edmiston is the CEO and owner of the Edmiston Group. The Edmiston Group is a multifaceted Pittsburgh based marketing consulting firm providing senior level marketing management services to businesses and non-profit organizations on a short or long-term basis. Core areas of service are business development, marketing, strategic planning and public relations. The Edmiston Group has consistently delivered and implemented real-world, proven business marketing ideas and strategies for business.

Use-Your-Email-Marketing-Results-to-Find-Your-Best-Customers

Tips To Find Your Best Customers

by BlogCommunications

Use-Your-Email-Marketing-Results-to-Find-Your-Best-CustomersDo you have loyal fans? Perhaps a family member always shares or likes your social media posts. Maybe you have colleagues who refer you quite often. Third party validation is the best. But did you know that current customers and people that subscribe to your newsletter may be the path to finding your best customer?

Your email subscribers already have expressed interest in the products and services you offer, and many of them are likely opening, reading, and acting on your emails on a consistent basis. Are you really analyzing your email reports to identify the people who are most interested in your business and look for opportunities to strengthen these customer relationships?

 

Here are some tips to analyze your email list data and tap into your best customers:

Opens

  • Who opens your emails the most? These are the people who are most interested in what you have to say and have the potential to become loyal advocates for your business. Look at prior month’s topics to see if your open rate was higher or lower in previous months. Remember – each month will be different.

Click-throughs to product introductions or features

  • Next, review which customers are consistently clicking through to the content you put in your emails. This could be a blog post about a new product or service, a coupon or special offer.
  • There’s a good chance many of these people have already made a purchase or signed up for one of your services, consider reaching out to them with an online survey or a special offer to further that relationship and learn more about what they’re most interested in. If you include links to your website or social media accounts in your email campaigns, your reports will review who clicked on these links.

Coupon redemption

  • Coupons are a great way to look at a measurable action that people can redeem online. This is a great way to identify people who are not only clicking through to learn more, but are actually taking the next step to redeem an offer. Make sure to list an expiration date on your coupon so it doesn’t appear to be open ended. This helps to create a sense of urgency.

Social follows

  • If you’re using email to promote your social channels, look to see who is taking the next step to like your Facebook Page or follow your updates on sites like Twitter, Instagram, or LinkedIn. Are you taking the next step to also share your newsletter on your channels as an additional way to reach new followers?

Current customers and business colleagues can be your best brand advocates. By utilizing your email list and doing a little bit of simple analysis, you’ll be on your way to asking these involved, devoted customers to help increase the power of your marketing in no time!

Do you have questions on reporting, or are you interesting in learning how email marketing can be a cost effect way to reach potential customers? Give us a call at 724-612-0755.

About the author: Autumn Edmiston is the CEO and owner of the Edmiston Group. The Edmiston Group is a multifaceted Pittsburgh based marketing consulting firm providing senior level marketing management services to businesses and non-profit organizations on a short or long term basis. Core areas of service are business development, marketing, strategic planning and public relations. The Edmiston Group has consistently delivered and implemented real-world, proven business marketing ideas and strategies for business.

Social-Media-from-Off-Hours-Activities-and-Your-Online-Reputation

Off Hours and Online Reputation

by BlogCommunications

Social-Media-from-Off-Hours-Activities-and-Your-Online-ReputationI’m a big proponent of Social Media. After all, that’s part of my business offerings. However, there’s a fine line between what I share personally, socially and from a business sense. Did you ever follow people on social media that had to share absolutely everything? I’m all for sharing, but sometimes sharing too much can be a detriment. Airing dirty laundry on social media for all to see is not the way to handle a situation.

You may think…well that’s what social media is all about – being social. As a business owner when a company contacts me, one of the first things I do is check out their web presence I look at their website and any social media channels the company may have. If they haven’t posted anything on their Facebook page for 8 months, and I can’t find a solid LinkedIn profile – they may be a good target for me.

But Social Media is also plays a role in finding the right employee. These two situations are true stories. One business was looking for multiple employees in the service industry and the other business was looking for someone in the professional field.

  • Let’s start with the service industry. The business owner posted an opening on the website and various social media channels. She had an individual reach out to her for a potential job. Upon a search in social media, the business owner found the applicant and reviewed her online profile and postings. Not everyone has their settings set that only allow their friends to see what they post. What happens if that friend shares something in their feed about you – or you’re tagged in someone else’s photo? What the owner found was that a potential candidate’s posts were filled with cuss words and inappropriate images. That candidate never made it to the interview phase due to everything she shared online.
  • The second candidate interviewed for a professional position with a prestigious company. The candidate had gone through multiple interviews and felt he would be selected for the position. He thought he had nailed his next job opportunity. However, another individual was selected. The candidate reached back to the person who interviewed him and asked if he could buy him a cup of coffee. Since the candidate was relatively young in his career, he wanted to know where he missed the mark on securing the position. The interviewer met with the young candidate and told him that he actually was the top candidate, however when they checked his social media presence he was always partying, had a drink in his hand and was living the life. That wasn’t the type of individual the company was looking for. The interviewer said to the candidate, that he should clean up his online image. It’s one thing to party, but another to always have photos out there validating what you’re doing on your own time. The majority of his images were that of his activities in party mode.

So…is there a balance? I believe so. For companies – social media is about engagement, sharing ideas, stories and educating their consumers on the latest trends and product developments. For individuals, show diversity – family, friends and thoughts. What you say and how you act online may pop up when you least expect it and could cost you that coveted job! Companies will check your online personality before hiring you so do yourself proud in what you post!

About the author: Autumn Edmiston is the CEO and owner of the Edmiston Group. The Edmiston Group is a multifaceted Pittsburgh based marketing consulting firm providing senior level marketing management services to businesses and non-profit organizations on a short or long term basis. Core areas of service are business development, marketing, strategic planning and public relations. The Edmiston Group has consistently delivered and implemented real-world, proven business marketing ideas and strategies for business.

blogging-and-social-media

Blogging Tips

by BlogCommunications

Part of marketing success comes from the ability to stay abreast of upcoming trends while using the latest platform to stay in touch with your customers. For many small businesses, you know all too well that your time is limited, as is your budget.

Blogging and giving your social media marketing a personal touch are a great place to start. By keeping your social media up to date with fun posts, while still being informative, can keep your followers engaged.

Company blogs have become an ever increasing trend throughout the business market. While keeping a blog can seem like an overwhelming process, it will help to generate revenue as your audience begins to view you as an expert in the field.

While blogging is time consuming, it is a method to drive traffic to your website and social media page. Research shows that over 50% of companies that blog have gained customers due to the blogging. Many businesses feel that their blog is crucial to the success of the company. Blogging can help to boost search engine rankings, keep your company in the public’s eye and be an industry leader sharing important information.

Target your market with your best content and don’t be afraid to bring in guests for interviews and/or a guest blog. It will add variety to your content and expand external links when posting on your website. Write in-depth, tantalizing tutorials to give away your most valuable ideas — because that’s how you gain leads and win clients.

Social media has become a very popular platform for advertising and reaching your consumers. You cannot afford to become complacent in your efforts on social media. An easy place to start is with Facebook. They offer advertising that can target a specified demographic. This can help you to target your advertising to a specific audience, age range or area where you are most likely to see results. Facebook is always changing their algorithms, so it’s important to create engagement and not just a push of information on your channel.

Depending on the type of business you have, Pinterest and Instagram work well for image heavy products or services. Twitter will work for many different types of businesses and LinkedIn is more focused on business-to-business. Each channel you work with will require you to build your followers. If you’re just starting out, pick one or two channels to start and stay active.

Create a blog and social media schedule and follow the plan. Be different, be opinionated, but most importantly be yourself.

About the author: Autumn Edmiston is the CEO and owner of the Edmiston Group. The Edmiston Group is a multifaceted Pittsburgh based marketing consulting firm providing senior level marketing management services to businesses and non-profit organizations on a short or long term basis. Core areas of service are business development, marketing, strategic planning and public relations. The Edmiston Group has consistently delivered and implemented real-world, proven business marketing ideas and strategies for business.

small-business-marketing

The Strike Zone

by BlogCommunications

The baseball season is fast approaching. Batters know when the ball comes into the strike zone and they take a swing. Home runs happen when there is a connection between the bat and ball. The strike zone never changes – it remains constant. What does change is the pitch. Does it hit the corner of the plate, slide to the outside or come right down the middle.

You may be wondering… what does that have to do with business? When applied in the business application, the strike zone is what causes your customers to open their wallets and purchase. What has changed is how you pitch your services that causes them to take action. Buyers have changed their habits. Look at online shopping versus going to a brick and mortar store.

With the market shifting from more brick and mortar to more of an online presence, it may be time to rethink your pitch. Consumers are becoming more educated than ever when it comes to purchasing new goods or services. Part of your new pitch should include a strong online presence that could also include blogging.

As new generations emerge and the baby boomers become outnumbered in the workforce, it may be time to change your approach as to how you sell business. In today’s economy, many consumers look to the web.

They do this for multiple reasons:

  • Feedback/Reviews. They are looking to see how people have responded to your goods or services. Did they like what they purchased from you or do they feel shortchanged? It’s important to address any negative feedback and attempt to satisfy the customer’s expectations. Acknowledge the issue, show empathy, apologize and then take the problem off-line to provide the customer with a solution.
  • Price Comparison. Many consumers in today’s market will use the internet to price compare. They are looking for product and service reviews along with pricing. Your company may or may not have the lowest price, but you won’t even be in the running if you don’t show up to the race.
  • Convenience. More people are doing the majority of their shopping, even grocery shopping, on sites like Amazon. Many grocery chains now offer online ordering that all a customer needs to do is show up to pick up their goods.

How the game was played a few years ago is different than it is now. If you ask any millennial, they will tell you that they heard about a product, or purchased something online in the last month. As new generations emerge as buyers, in order to stay in the game, it is important to be sure that you are throwing the right pitch to land in their strike zone.

About the author: Autumn Edmiston is the CEO and owner of the Edmiston Group. The Edmiston Group is a multifaceted Pittsburgh based marketing consulting firm providing senior level marketing management services to businesses and non-profit organizations on a short or long term basis. Core areas of service are business development, marketing, strategic planning and public relations. The Edmiston Group has consistently delivered and implemented real-world, proven business marketing ideas and strategies for business.