When I met Lindsay – our first guest blogger – she was more than keen to share her experience as a communication specialist. This is her guest post on listening to your customers and converting potential ones.

By: Lindsay Grubb

I grew up in a home where none of us stopped talking long enough to take a breath. We were certainly not really listening to what the other person was trying to say. I doubt we’re unique in any way. There are a lot of people out there who suffer from the same quirk.

The first question I always ask my clients is, “What are you trying to say?” It is an important question whose answer is critical to the formulation of their entire communication plan. It is an answer I need to listen to very carefully, so that I know what I need to do to help them find their voice.

How well are you listening to your customers?

Do you really hear what their needs and wants are or are you making assumptions, and putting words in their mouths?

Imagine you have a shop where you sell hats, bags and jewellery, and a customer is eyeing a particular bag, but she seems unsure about taking that next step. This is the critical phase where she will potentially convert from a mere browser, to being a paying customer, and swiping her card.

You watch her as she turns the bag over in her hands; her tactile senses seem to be enjoying the experience. She opens the bag and looks inside at the compartments and plays with the zips. She closes the bag and takes one last look, before shaking her head and putting it back on the display stand and leaving the store.

You just lost a customer. How could this have been avoided? What should you – as a supplier – be listening to and looking for in communications from your clients?

Making the connection

Imagine the scenario differently now. You see the customer looking at the bag, and you approach her, smiling:

Shop owner:         “Good morning Ma’am.”

Customer:              “Hi”

Shop owner:         “I see that you’re interested in our Cleo handbag and I wondered if I could assist you. The Cleo is an excellent quality product and one of our best sellers. Did you have any questions about the bag that I could answer for you?”

Customer:             “Actually, I do like the style of the bag, I was just wondering if it came in any other colours. I like the red, but I was really looking for something just like this in green.”

Shop owner:         “Unfortunately we only received this style in red, but can I show you a bag that is very similar to the Cleo, which we have in two shades of green. Perhaps it would suit your purposes? What is it that you are looking for in a bag – is it all about colour or did you need it to fulfil more of a specific purpose for you?”

Customer:             “I have this particular outfit and I have been looking everywhere for a bag to match. I have a bag at home, it’s the right colour but it’s huge and everything tends to fall down in the middle of the bag and I cannot find things easily or quickly. I keep losing my car keys in there.”

Take action

The shop owner takes the customer to the Chloe, a bag in a very similar style to the Cleo and hands it to her. The customer picks the bag up like before, and runs her hands over the mock crocodile leather outer. She opens the bag and checks inside and smiles.

Owner:                  “The main difference between the two bags is that the Chloe has two extra zip pockets inside for all those little items like your keys, that often get lost in these carry all style bags. I hate it when I arrive home at night and spend ages looking for my house keys. I feel so vulnerable scratching around in the dark and I forget to do it before leaving for the trip home. With these compartments things are easy and quick to find. It just makes things so much neater.”

Customer:             “This is exactly what I’ve been looking for! I think the darker green will go better with my outfit. I have this thing about matching the colour of my bag and my outfit. All those pockets will be perfect as I can separate everything I need and will be able to find them quickly! Thank you so much, I will take it!”

It is so easy to make a difference through your interactions, to engage your customers and to really hear what they are really saying when they give you feedback.

Some quick and easy ways to learn more about your customers needs and wants:

1. Ask them what they want – Rather than making an assumption, try asking your customer what they want. If you have it, tell them. If you don’t tell them you will see if it is possible to get it and then do your best and communicate your progress with them regularly.

2. When your customer complains listen to the complaint and take action – take time to honestly assess what your customer has complained about. Don’t take it as a personal attack – use it as a learning tool going forward.

3. When your customer compliments you listen to the compliment and take action – thank them and use it as a learning experience

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About the Author

Lindsay Grubb is a passionate communicator with 15 years experience working in fields including advertising, public relations, conventional and experiential marketing.

In addition to running L Communications, Lindsay is a freelance writer who has been published in the likes of Mamas&Papas Magazine and on numerous local and international websites.

She also runs Hiccups and Giggles SA : a parenting website – for parents – by parents.

It is not often that you get appreciated for the hard work you do. The sleepless nights. The pitches you don’t get called back for. But lucky for you, someone out there is watching.

This morning in the mail, I got something that might excite you. At least I thought it would.

Sanlam and Business Partners are giving away up to R100 000 in their Entrepreneur Of The Year Award. It’s also quite easy to apply from what I saw.

The requirements in their three categories are also simple enough. Before you think it’s too good to be true. You have to prove that – by their standards – the three most important financial risks of your business are quantifiable. The application form has more details on that. 

Categories and minimum requirements 

• Emerging Entrepreneur (business younger than three years old)
• Business Entrepreneur (turnover up to R20 million)
• Medium Business Entrepreneur (turnover greater than R20 million

Of course, you are not motivated by the cash prizes. But they are offering those too.

Cash Prizes

• Category winners will receive R20 000.00
• R100 000 in cash for the overall winner along with the opportunity to attend an international conference or trade show, as well as extensive public exposure. That should help in acquiring the much needed sales.

Download the entry forms and more information to enter.

Spread the word as far and wide as possible as well. . . . Good luck!

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Image by : xtrarant on Flickr

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In the third episode of NetWebTV, I was fortunate to interview Gareth Knight. His views on building a business, I have followed since (with a bit of tweaking for context). Now, any opportunity available to hear him speak I cease every time.

The episode is more about how he built a company that got acquired and a project he was developing at the time called Tech4Africa. As he put it then, it was meant to be a conference that brings global viewpoints to the African context. The chicken in me at the time thought it was overwhelming and impossible. Fast forward to over a year later, the idea has spread online and tickets have become more coveted than a black BMW M6 convertible in Soweto.

More accessible than the shiny M6

This conference, being the first of its kind in South Africa and possibly Africa, might have been inaccessible for people in South Africa. Mostly the entrepreneurs who need to attend it. That’s one of the questions I asked Gareth off camera.

Seemingly he gave that a lot of thought to that and worked it into the package. Not to mention having tickets that are discounted to make it even more worth your while. The caliber of speakers and topics they have challenge current thinking. I find that a significant influential force in contemporary business ethic.

Is it for everyone?

No. And like all things that are really worth your time and investment, it shouldn’t.

The conference is very focused. It is about technology and how it affects you as an entrepreneur. The knowledge of speakers like Clay Shirky, is definitely for people who want to make real and rapid progress. Fortunately, not everyone is that person which means there is only a few of you out there. Otherwise there would not be such a great demand for you.

I was meant to tell you more about the learning prospects at the conference.

Tech4Africa Scholarships

One of the major things lacking in Africa is the skill needed to develop globally competitive businesses, but the conference also addresses that. The discounted tickets already make it easier to attend, but in partnership with Old Mutual, the conference also has tickets for people who need to need learn.

Below are some workshops and what they are about:

1. A masterclass in Usability and Accessibility

Gain expert knowledge from a global leader in usability and accessibility

Usability tests are an excellent way of discovering problems with a product or service.

2. Google University

A deep dive into Google Analytics and Adwords

Google Analytics is a powerful web analytics tool, AND it’s free, and Google Adwords is a great way to drive traffic to your site. However, you get the most out of them when you understand how they work, and how to customise for your needs.

3. A Masterclass in Architecting applications and Advanced Javascript

Learn best practice for developing applications that enable you to work fast and agile, whilst being robust and secure; and learn advanced features of the JavaScript language to create complex applications

4. Successful digital projects

A strategic look at the digital project implementation lifecycle, for decision makers and programme managers.

Whether you want to or not, you are now project managing a group of (hopefully) willing people to create a product that you are attempting to get done in an (un)reasonable amount of time, within an (in)sane budget.

For the entrepreneur there is Seedcamp.

Seedcamp is a programme created to jumpstart the entrepreneurial community in Europe, and now Africa, by connecting next generation developers and entrepreneurs with over 400 mentors from a top-tier network of company builders; including seed investors, serial entrepreneurs, product experts, HR and PR specialists, marketers, lawyers, recruiters, journalists and venture capitalists.

The scholarship applications close tomorrow.  Go on, signup and read more here.

Aside: No BMWs were dreamt of during the writing of this post.

“What problem are you trying to solve?” counts as one of the most important questions I was ever asked by a business mentor. We tend to have great ideals for starting companies, as we should, but end up losing the plot. I would imagine every business has one thing in mind when they open doors, that being solving someone’s problem with their product.

People who created their own solutions

Chris Guillebeau wanted to change world, challenge the status quo, travel the world and meet people with similar interests. He started The Art Of Non-Conformity, his website, where he documents his travels and invites readers to become part of his experience. This solves a few things for both him and his readers:

- It gives other travelers the opportunity to connect with like-minded people around the world.

-         He meets people online before setting off to travel.

-         He also gets authentic voices to talk about their countries, which is always better than reading photoshopped brochures.

Allon Raiz discovered that businesses didn’t need funding to thrive, but required direction and resources that money cannot buy. So he started Raizcorp, the first privately held and unfunded business incubator.

For every online startup that is looking for funding there is the Crowdfund. Some web entrepreneurs realized the need for “Angel Funding” in South Africa and together they started it. With small contributions from the public, who in turn become investors, they are able to develop web startups.

First find a problem then become the solution is what most successful entrepreneurs have done. It’s even better when you know problem, thus making the product even easier to create.

What problem are you solving?

Photo by: Zoopreme on Flickr

In July of 2009, I announced the Netweb Event for that month with a video give away sponsored by Missing Link. Little did we know that the prize would go to an amazing project I had been following for a while.

One Matchstick, a concept where the founder is trading a single matchstick till she gets to offices through a series of trades, is a lesson in innovation.

It was simple for us – start a competition that benefits small business and give it to the most deserving company after our delegates have voted. From that simple definition came being an MC at the premiere in Johannesburg, being in Cape Town for another and making interesting contacts along the way.

The lessons

- You are as big or small as you think you are.

It ‘s because one matchstick that I went over 1000 kilometers away and made contacts I wouldn’t thought of on my own.

- Small has to do with efficiency than size.

The size of this project meant all we needed was a notebook, a DVD Player and a room of 30 people for it to be successful.

- Naming is very significant

We called the prize a corporate video when we gave it away, but Telana referred to it as the “One Matchstick Movie”.

You are invited to the “One Matchstick Movie Premiere” sounds better than being invited to the “Launch Of The One Matchstick Corporate Video” any Sunday afternoon. Yes, the Johannesburg premiere was packed on a Sunday afternoon.

If a single matchstick can make it happen, that changes the whole game.

Please view the One Matchstick Movie below.

When developing a business model, we often overlook implementing marketing tools to spread our concepts virally. Unleashing the Ideavirus, a book that I think requires a sequel, transformed the view I have of my current business model.

While there many concepts covered in the book, for the purpose of this post, only 3 significant highlights will suffice.

Loosely referencing The Tipping Point by Malcom Gladwell on how some ideas turn into social epidemics and others don’t. Seth takes us through the process of how companies such as Hotmail and Vindigo spread as viruses and the Toyota Prius, while an award winning vehicle, didn’t.

The second mind altering concept, though disputing all known marketing ethic, is focusing on a smaller target audience (called ‘a hive’) instead of setting out for large numbers. This makes sense if you view your client base as a community that can reach friends and recommend your product or service better than adverts and large marketing budgets ever can.

The steps below, a very short summary, are how you develop an Ideavirus.

Step By Step, Ideavirus tactics (summarized from the book)

• Make it virusworthy – If it’s not worth talking about, no one will talk it.

• Identify the hive.

You won’t get the full benefit of the ideavirus until you dominate your hive.

• Expose your idea

Expose it to the right people, get them into the experience as quickly as possible and pay them if necessary. But never charge if possible.

• Once attention has been volunteered request permission.

• Amaze your audience.

• Some viruses don’t forever, embrace the lifecycle of yours.

Any business model that has a viral marketing method built into it has a better chance at longevity, besides why not make it easy for your clients and customers to spread the idea? If there’s one thing I would recommend, it would be read it with an open mind and download the ebook or get the shiny collector’s version here.

While technical skill is important to develop a business, it is not the most significant element for survial. In this episode with Dumisani Nkala we uncovered things entrepreneurs are not told. Dumisani is the M.D of Zinandi Telecommunications a company that was bootstrapped from the ground.

She shares her insights with us in this video.

We also have audio version below, feel free to share.