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There are dozens, likely hundreds, of digital and printed periodicals offering advice to marketing and sales professionals.  What makes the Agile’ newsletters and email blasts different?

Action.

Marketing Action and Sales Action – the difference is in the name. We don’t just give you advice or news, we give you simple, step-by-step ways to apply a technique and then to measure it’s effectiveness.  I feel that you should never perform a marketing task – especially if it involves spending money – without some way of measuring it’s effectiveness.

I had a client once (note the word “once”) who insisted on running a TV commercial.  His entire ad budget was $2,000.  This was in the years before cable & satellite had taken over medium, and the local Big 3 were the only game in town.  I realize the story takes place a long time back, but the point is still valid – hang in there with me.

The affiliate charged him a production fee, and then charged him to run the commercial.  I seem to remember the station being able to come in under budget by about $50, since he was paying cash.  I got a call from the guy, excitedly asking me to watch the commercial and let him know what I thought.  The first spot aired during his favorite show – a drama that came on at 9 PM.  He was able to afford running the spot about half a dozen times, total.  As I remember, he picked two overnights, two local news spots and a morning news to go along with his one shot at prime-time glory.

He called all his friends, and made all his employees watch it in the office on VHS (I told you this was a while back).

Honestly, the TV sales person who sold him the spot did a decent job writing the commercial.  It included “what we do,” contact info, and a weak call to action, all in 30 seconds.  And it had my client smiling out at his adoring soon-to-be-fans.

I asked him if it had drawn in any new customers.

“I’m not sure.”

“Do you ask new customers how they found you?”

“No.  Why should I?”

Like I said, his entire budget was shot.  No more newspaper ads, no more fliers in the mail – not that quarter.  I found out later that his sales numbers didn’t really suffer though.  Mainly because he tracked them only on a haphazard basis, so he really didn’t know if sales increased or decreased.

The results of his. . . experiment are still measurable, though.  And if you’re happy with the action and the results, I can’t argue.  It wouldn’t be my choice for a small- or even medium-sized business.

• Bank account reduced by $2,000.
• Happiness increased by seeing himself on TV during his favorite show.
• Profit/Loss: even (on a cosmic scale)

Never do anything, never spend any money, when you can’t measure the effects.

I’ve had a few restaurants as clients.  They’ll tell you that the last thing they are selling is food.  At best, they are selling a dining experience, complete with the fact that you don’t have to shop for the ingredients, prepare the food, cook it, or clean up afterward.

If I were hungry and I wanted to be satisfied, I’d drive through a fast food joint and stuff some kind of sandwich down my gullet.  My stomach stops rumbling and I am, for a while, satisfied.

I can’t  tell you what the sandwich tasted like and frankly, I don’t care.  At that point, I’m more interested in the fact that the food was fast, cheap and edible.  I have a minimum level of expectation, and if it meets the minimum, I’m satisfied.

Minimum = Satisfied.

Do you really want to strive to “satisfy” your customers/clients/patients?

And I’m not just talking about restaurants and food here. Every business should strive to astound – in a positive way – prospects and existing customers at every step during the process.  Before, during and after the sale, or even non-sale.

Sydney Barrows – yes, that Sydney Biddle Barrows of 1980’s infamy – has boiled down her business knowledge and become a “experience consultant.”  She’s good, she’s smart, and she’s funny. Every one should get a copy of her book: Uncensored Sales Strategies.  After the book convinces you, grab a copy of XXX Rated Sales Strategies she created with Dan Kennedy. Your bank account will be happier, and you’ll thank me for recommending her.

Customers should NOT be satisfied, but rather moved to the point that they become your most ardent sales reps.

My first real job, after selling fruits & nuts from a kiosk under a mall escalator, was doing inbound sales for a national industrial supply company.  We were known for carrying a wide array of electric motors.  In the employee manual, it stressed that we did not pick out motors for customers.  It was explained to me that this could open us up to law suits if we recommended the wrong one and a building burned down.

So I’m 18, and it’s my 2nd day on the job.  I field a call from one of the branch’s largest customers.  He asks me to pick out a motor for him and I say, “I’m sorry, we’re not allowed to do that.”

“Pardon me?”

“Yes, we’re not allowed to suggest motors for customers.  Our company doesn’t want to be responsible for getting you the wrong motor.”

“Oh, I see.  Well, thanks.  I’ll do a little more research and call back.”

Two weeks later, the manager – his face drained of blood – ran out of his office and dragged me in.  Once the door was slammed shut, he waved a letter under my nose.

“Holy shit, what are you trying to do?  Get me fired?”

Actually, there were two letters.  The one under my nose was from the customer.  It was written to the president of the company, and basically told him of the thousands of dollars they spent every year with our company.  If our staff- who were theoretically experts on electrical motors – couldn’t pick out one simple motor, they would have to move their business elsewhere.

The letter from the president said basically: “I pay you to hire people who make us money, not lose it.  If you can’t do that, I’ll find someone who can.”

Lessons learned:

1. Can’t get the response you want?  Go directly to the top.  It works.
2. Don’t know the answer to a question?  Can’t help someone? Admit it, and find someone who can give the answer or help.
3. Customers aren’t always right, but they should always be happy.
4. Mistakes are learning tools.  They’re only bad if the person who makes them doesn’t learn anything from the mistake, or the correction.
5. Try to learn from the mistakes of others to minimize making your own.