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For more than two decades, my company has strived to provide exceptional service. Until recently, our marketing efforts were limited. We had a minimal online presence, used basic promotional items and relied on word-of-mouth referrals. This strategy helped us grow, but we recognized the need to diversify our promotional efforts beyond referrals.
So, we embarked on a journey to elevate our marketing efforts and enhance our commitment to exceptional service. Here are some of the lessons I learned along the way.
1. Be adaptable.
Last year, we brought in a sales consultant to develop a comprehensive sales playbook and tested a cloud-based customer relationship management tool for a targeted campaign. While these efforts gained new connections, the immediate results were limited. For businesses, diversifying promotional strategies beyond referrals is crucial for growth. Develop a standardized sales playbook, and experiment with new tools. This can enhance consistency and effectiveness, though results require persistence and adaptability.
2. Embrace new marketing avenues.
To stabilize revenue, we hired a full-time, experienced salesperson and crafted a marketing plan to increase our visibility. This included sponsoring industry events, publishing our accomplishments, and maintaining an active social media presence.
Your business may benefit from similar strategies. Dedicated sales efforts and a well-crafted marketing plan can help increase brand recognition and lead generation, while actively participating in industry events and consistent social media engagement can boost visibility and foster meaningful connections with potential clients.
To get started, consider participating in and sponsoring industry events. You can also publish your accomplishments to help build a strong reputation and establish authority. Thought leadership content and success stories are powerful tools for building credibility and engaging audiences.
To amplify your social media efforts, regularly share valuable content, updates and success stories on platforms like LinkedIn, Twitter and Facebook. This consistency helps build connections and drive engagement. But remember that enhancing social media presence goes beyond posting; it’s about purposeful engagement. Sharing industry insights, company updates and client success stories builds a community around your brand, which helps foster trust and long-term success.
3. Be consistent with sales efforts.
Our sales team now operates with a comprehensive playbook, which ensures there’s consistency in their approach. This has been instrumental in building trust and improving conversions. Developing a strong sales pipeline takes dedication, and businesses should equip their teams with the right tools and training. Regularly reviewing your sales processes and maintaining your focus on key activities will help foster long-term client relationships and increase conversion rates.
4. Foster a culture of excellence.
Cultivating a culture of excellence starts with hiring individuals who align with your values and are eager to grow. At my company, we emphasize hiring based on attitude. This allows us to train team members on our approach from the start and has cultivated a proactive company culture that aligns with our values. We then provide clear career paths, resources and training, which has ensured our team excels and enhanced employee satisfaction and retention.
I believe this strategy can benefit other businesses, as I’ve found hiring for attitude fosters a culture aligned with company values, boosts service quality and strengthens client relationships. Moreover, investing in continuous training can help not only boost performance but also enhance employee satisfaction and retention. Finally, continuous training and development opportunities can keep your team engaged, motivated and ahead of industry trends.
Investing in your team should be a priority. Consider offering training programs such as certifications in Lean Six Sigma. This commitment to continuous improvement empowers your team to innovate, which ultimately enhances the customer experience as well.
5. Commit to quality with industry certifications.
If your industry recognizes specific certifications, consider pursuing them to differentiate your business and instil greater confidence in your clients. For example, to further solidify our commitment to quality, we are pursuing a widely known quality management certification, ISO 9001:2015. This rigorous evaluation of our processes ensures that we meet the highest international standards.
Pursuing the commitment of certifications like these can elevate any company’s credibility and operational efficiency. The certification process forces you to evaluate and refine your processes, leading to better quality control and customer satisfaction.
A Bright Future Ahead
Our journey from word-of-mouth referrals to a diverse marketing strategy marks a significant transformation. I believe our commitment to service, combined with enhanced marketing efforts, has positioned us for future growth.
For business owners, the journey to effective marketing and exceptional service is ongoing. By focusing on continuous improvement, you can set your business apart, foster lasting relationships and achieve long-term success. I believe the road ahead is promising, and with dedication and the right strategies, the future is bright.
One of my favourite quotes comes from Levi’s famous marketing slogan and sums up my final piece of advice nicely: “Quality never goes out of style.”
Feature Image Credit: Getty
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Francisco Ramirez is CEO of The Ace Group (TAG), a San Diego-based logistics fulfilment company. Read Francisco Ramirez’s full executive profile here.
