MARKETING ON A SHOESTRING BUDGET

I just returned from Florida and one of my Vero Beach pit stops is Mrs. Mac’s Fillin’ Station Restaurant. Their clever marketing strategy leaves customers standing in line to get a table. Yes, the food is plentiful and certainly lures in returning customers; but, it is the unique way they have chosen to market their business that sets them apart from the rest.

As you enter the restaurant an old Gulf gasoline pump lends itself to the eatery’s fifties nostalgia. Menus are made from recycled license plates and red mechanic shop towels are used as napkins. Oil cans or wrench hang from the pant loops of the farmer jean uniforms; and worker assumes an automotive name while they wait tables.

If you want to generate new sales and business in today’s market, you need to have a solid marketing plan in place. The old school thought of ‘build it/make it’ and they will come’ mindset is no longer a viable option for online sellers. A recent visit to a famous downtown street market in Charleston reminded me of this truth.

I watched customers walk the corridors lined with seller booths; most held little product appeal. However, there were a few booths that seemed to lure the masses into their marketing net with little effort.

 I made mental notes on what made these vendors different from others.

• Their product was unique and not found on the shelves of major discount stores.  
• Discount incentives were offered based on number of items purchased.
• Product samples were included with every purchase.
• The seller gave special attention to how the product was packaged and displayed.
•  Business cards and pertinent contact information was on display.
•  Product labels looked professional.
• The seller engaged with each customer and made them feel special.
• Someone was available to assist every customer before they lost interest and walked away.

We live in a world driven by technology and taking product to market requires more than a web site, storefront or vendor booth. Knowledge of social media venues has become critical to the success of every business.  Competition, in the past, was limited to regional or local businesses. But the birth of the internet changed all that; our competition is now global and this isn’t about to change

The rapid pace of technological development will continue to be a challenge to all of us; even more so for small businesses and entrepreneurs who tend to be understaffed and lack the funds for a marketing budget.

Here are six ways to market your product online with a shoestring budget:

1. Build customer relationships through social media programs. Take a look at what your competitors are doing socially. Understand, however, social media is not a one-stop marketing strategy and it does not generate overnight sales. Dedicate one hour a day to maintain your social media presence.
2.  Establish a blog and post often. It helps to establish you as an expert in your field. Include a “share this” button at the bottom of each post for easy distribution. I use WordPress to blog and find it easy to use; it’s free to download and offer fully-customizable themed templates for under $100.
3. Post relevant and helpful content on your web site or seller pages that will keep customers returning to your site. Not every post should be related to making a sale.  Instead, post information that can be linked to other sites which will boost your SEO rankings.
4. Give customers a reason to trust your company. Post customer comments about your products and service. Provide contact information including both an email address and phone number. Check voice and emails several times a day. Use your social media accounts to keep an eye out for problems with your product or service and step in with help.
5. Target your online audience with the use SEO key words, relevant web page titles and major search engine registrations.
6. Identify and target your ideal selling audience. Consider a narrower marketing niche so you can better present yourself as an expert and stand apart from the crowd. As you gather your database of customers, treat it like gold because it is the primary vehicle to communicate your marketing message.

Concentrate your marketing time and energy based on the Pareto’s Principle, also known as the 80/20 rule. Consider that 80% of your business comes from 20% of your customers. So, for maximum results you should utilize 80% of your marketing budget and time on retaining and expanding the sales of the top 20% of your customer base. Implement loyalty programs to show appreciation. This might include free samples; buy one get one free, discount coupons or referral rewards.

Make integrity the core ingredient of your business and you will succeed in marketing on a shoestring budget. Integrity doesn’t cost a thing, but without it, it will cost you everything.

_______________________________________________________

Denise Marks is a published freelance writer, children’s author, entrepreneur and CEO of Mold Market. Her stories have appeared in Chicken Soup for the Soul books and entrepreneurial magazines. As the owner of GoPlanetEarth.com and MoldMarket.com, Denise has over 16 years’ experience in the soap making business.

UPC Codes for Mold Market Molds

Mold Market has notified us that they will be displaying UPC codes on their molds starting January 2014. This is great news for anyone selling their molds in a retail store setting. Mold Market offers over 250 plus quality plastic molds for soap making and chocolates.

If you own a retail store or online company and have an interest in Mold Market's reseller program, please complete the following application.

A complete catalog of molds available from Mold Market can be viewed here.

Yes, All is Well... Thank You for Asking

Just wanted to give a shout out that I'm still alive and kicking. I appreciate the emails asking if everything is OK; and those wondering why there have been no recent blog posts.

Life! That's what is happening. 2013 has been a year of reflection, a year that reminds me there is more to my life than running a business. When my dear friend, Renae, was diagnosed with breast cancer in early August, it was a wake-up call. She had a double mastectomy and is currently undergoing chemo and radiation therapy. She is 43 years old, a mom, wife and fighting for her life. Posting on my business blog and Facebook held little importance as I spent time giving, helping, supporting, and being there for my friend.

This summer I lost several family members. That, too, has given pause to running a 24/7 business. No, I'm not closing the doors; but I am slowing down with an awareness that life is short. I have three grand kids and I want to spend as much time with them as I can. I don't want their memories to be, "NeeNee never had time for us, she was always working and typing on her computer."

I have an 82-year old mom who also needs me. My daddy passed away five years ago and my mom is alone. She won't always be here and she will always come before my business. That's not to say GoPlanetEarth is not here to service your soaping needs, but when push comes to shove, my mommy will win every time.

Recent travel has also taken up a big chunk of my time. I have had limited time to devote to tutorials and special soaping projects. But, since these are offered for free, I find it hard to apologize. I recently returned from a California wine trip with my husband, daughter and son-in-law. That trip was followed by another California trip my husband earned through work. We also traveled to Florida and Northern Michigan; and, hosted a family reunion.

My husband and I purchased lakefront property this summer with plans to build our retirement home within the next five years. I finished my first children's book which I hope to have published next year. I am currently working on a devotional book that will include some of my daddy's writings as well. He was a very gifted writer.

Then there is the Bunco Bites recipe book I am compiling as a community fundraiser. I belong to a Bunco group of sixteen women. We meet monthly and host a sold-out Bunco event every November to raise money for our community Angel Tree program. Proceeds from the recipe book will be donated to those in need.

And finally, I am working on obtaining UPC codes for all our Mold Market molds. This will allow us to sell these molds in retail store settings. It's a huge undertaking. I'm not sure everyone knows, but I own both GoPlanetEarth.com and MoldMarket.com. Maintaining two web sites, designing new molds, marketing and keeping up with social media is more than a full time job, even with the incredible help of my staff.

So....when you wonder what I've been doing, why I haven't been posting, why there have been no newsletters...there you have it! Quite honestly, I've been enjoying life, just like most of you are doing. I'm still here for you, my friends;, but enjoying family, close friends, good health, and living is tops on my bucket list. When I die, none of you (my customers) will be at my funeral. Unless you need a mold or product you can't find elsewhere (heh-heh!); I won't be remembered. Poignant, but very true; so please don't take offense.

At this time in my life, I am creating lasting memories with my daughter, husband, grand kids, sister, mother; and every other family member and friend I hold dear. Yes, all is well; and I sincerely thank you for asking.

Don't Let 'Sameness' Validate You

 “I don’t want that one, NeeNee, it’s different.” Those were the words spoken by my seven year old granddaughter, Olivia, as I handed her a handful of fresh cherries.

“What’s wrong with it”, I asked?

“It doesn’t look like the rest of the cherries; it’s not the same color.” Without hesitation, she exchanged the cherry for one that resembled all the others. “There”, she said, “now they all look alike”.

It was an innocent, yet thought provoking, statement that triggered a red flag. Might she be swayed to take the road less traveled in life because it is wasn’t a popular choice? I wondered if she viewed sameness as a validation of acceptance within her peer group.

I tend to be OCD, so maybe I overplayed the whole cherry conversation; but one thing is certain, following the masses to “fit in” has never been an option for me. I like the idea of traveling the road less traveled. There is excitement in bushwhacking my own path in life and living with a fearless desire to see what lies ahead. Of course, blazing new trails doesn’t come without opposition or obstacles.

There are things to consider before taking the road less traveled.

1.       The road less traveled is narrow and often lonely. You won’t earn popularity votes.

2.       You will encounter plenty of people who didn’t follow their dreams, or gave up; I call them dead soldiers. Avoid their discouragement and stay focused on the road you’ve taken.

3.       Don’t expect everyone to understand your choices.

4.       Failure is not the end. Those on the popular track are waiting for some miracle to land in their lap. Guess what? Miracles don’t happen without hard work.

5.       Set your own challenges. Become the CEO of your own life and set goals different from others.

6.       Success isn’t measured by time; it’s measured by experiences and opportunities that allow you to know what works best for you.

7.       Understand that trailblazers disrupt nature; they overturn rocks, cut down trees and move dirt. If they can’t remove the obstacle they build bridges over or around it. Sheer determination cuts through barriers and obstacles.  

8.       Taking the road less traveled is for leaders; they point the way, take the risks, and have a vision for turning their dreams into reality.

9.       Know your passion and gifts. You need to know with absolute certainty that the path you’re blazing is the right one for you.

10.   Trailblazers create a path where none existed before.

 

As an online entrepreneur and manufacturer for over 15 years, I’ve learned valuable lessons from the school of hard knocks, both personally and professionally. One thing is certain; an individual deemed an odd-colored cherry, regardless of age, has two choices. They can let sameness validate them or embrace their uniqueness and take the road less traveled.  I want my granddaughter to understand she doesn’t have to be like all the other cherries in the (peer) pack; or, stifled by other people’s expectations and limiting thoughts.

When the time comes for Olivia to venture out on her own, NeeNee will be there with a shovel, ax, hammer and backhoe. She can count on me to mentor, saw trees, chop thorny bushes and build bridges as she blazes her trail in life. And may she find a bowl of odd-colored cherries at the end of her trail; a reminder she took the road less taken.

 

Business 101: Create A Business Plan

My daughter and son-in-law are vacationing in Mexico for their 10-year anniversary. Hence, the "free" babysitters have the grand kids for 8 days. Each day we do a special project. It keeps them occupied and away from electronic devices. Yesterday, our project was robot inspired.

Miss O helped set out project trays and disburse robot parts.

I handled the spray painting and hot glue gun. The first step, and most difficult, was plotting the robot design.

It was intriguing to watch each child explore their options. As you can see, their ideas were all different and unique.

Carson made a TV and remote for his robot. Four year old, Fischer gave his robot a light bulb brain  (he pretends the light bulb glows when the robot is thinking "really hard").

Of course, Miss O designed a Princess Robot in pink and purple colors. I opted for an all silver robot that we call the Techno Robot.

Positioning the robots for a photo shoot, I was reminded of the uniqueness of the human mind. Each of our project trays contained the same parts; yet, each finished robot was distinctly different. The direction each person took to complete the project didn't matter. The bottom line was they finished.

In the early years of starting an online business, I was a "newbie" seeking to carve my company's identity. The competition was intimating. Assembling a business plan was not unlike the robot parts. What glue would I need to adhere all the ideas into something functional? If I failed, could my business plan be revised and reassembled?

Current economic woes have forced many into seeking alternative ways of making a viable living. With the growing number of small businesses trying to gain entry into the market, you need a plan. Especially if the Internet is your major marketing avenue. My next blog post will be address how to create a realistic business plan for success.

My Reflections on 2011

Perhaps it's my age or the hectic pace of running a business but this year passed in record time. As snow is falling outside my office window, I'm reminded of the four season cycle. In Michigan, we experience all four seasons: Spring, Summer, Fall and Winter. This week marked the end to the longest day of the year. Days will begin to be longer and nights shorter. More daylight and sunshine is welcomed in the Midwest. As I celebrate this change in Winter Solstice, I reflect on how the 2011 seasons applied to my life.


Spring was a reflection on growth and a renewal of hope, a reminder that planted roots can grow and mature to accomplish set goals. The yield received is based on how well the soil is cultivated for growth.

Summer was a time to face challenge. Whatever did not grow in the Spring was assessed and changed to promote future growth. Some of my ideas did not survive. That's OK, because Fall was a time of reflection. I consider it the "Golden Season". It's a time when ideas are ready to harvest and I reflect on whether business or personal goals were achieved.

And then along comes Winter. For me, it's a time of death. A time to let go of those things that did not work, resurrect ideas and reinvent a new business plan.

As 2012 approaches, I am re-evaluating both business and personal goals. I hope you do the same. It's impossible to grow if not reflecting on where you are and where you want to be. Life is full of change. But change often brings growth.

My New Year wish for those reading this post: Be true to yourself; don't compare yourself to others in the business.

As you work to grow your business and see others succeed in the upcoming year (while you are not)... HANG IN THERE! Understand the dynamics of the Cycle of the Seasons. It takes time to develop a business. Heck, it takes time to evolve into the person we hope to become. It's about pointing yourself in the right direction, surrounding yourself with good mentors and focusing your sights on desired goals. It may not be easy, but success is never easy. It's a work in progress.

I hope 2012 brings that "Ah-Ha" moment to you. The moment when you say, "Yes, all that hard work paid off".

Business Paperwork Struggles: Are you With Me?

As we approach the end of our company's fiscal tax year, we are in a time crunch to make sure all our ducks are in a row for Uncle Sam. Are you feeling the same way?

With the current economic trend, every one is stretched to find ways to cut corners without sacrificing customer service and product prices. Smaller businesses don't have the advantage of  large volume inventory purchasing or the profit & loss margins to help them survive this next year.

In surveying my office this morning, I realized that there is plenty of paperwork needing attention before closing out year end with my accounting firm. I'm guessing many of you feel the same.

We have great accounting software and employee help; but, the paperwork is never ending. Customer credits, refunds, receipts and credit card processing all instigate a paper flow thread that seems never ending. The concept of a paperless company seems far-fetched. 99% of GPE customers still expect a packing list or receipt in every order.

Social media folk can talk all they want about new apps, programs and software that can promote greater revenue. I agree in part. BUT, there are a good number of customers that still have dial-up for Internet connection, do not have smart phones, can't afford the many Internet bells and whistles. Heck, most small businesses have little time to learn all the new programs while manufacturing their product. Let's be realistic here. We are in the midst of an ugly economy and those who have been online for years are clueless to the hardships and start up costs facing newer, smaller companies. There is pressure to be everything to everyone via social media, blog posts, face books, Pinterest and twitter. New social medias venues are added on a regular basis.

As I dive into this year's mountain of postponed paperwork, I consider those small businesses unable to employ accounting staff to help process paperwork. Many of those small businesses are my customers. Just trying to focus on order processing is a daily accomplishment, especially during this busy holiday season.

Here's my opinion. Find your niche! Work and develop that niche to a perfection. Don't sweat bullets about those bigger soap companies promoting the host of  behind the scene workers. Do what you do and do it well. You'll succeed if you stay focused on your vision.

As for the paperwork: Find a bookkeeper that is willing to track and record your invoices, receipts and inventory paperwork. Then, on a monthly basis, send that info to a CPA accounting firm to make sure that all your tax deductions are accountable and deductible.

There are plenty of companies out there in our industry selling a marketing pitch. You should thoroughly investigate if their monthly or annual fees are justified. There are many in the soaping industry that seem to be your advocate. However, make sure you do your homework. Spend your marketing dollars wisely. Quite honestly, I would rather spend my dollars on good help than those that profess to promote my company online.

Princess Packers

Meet the Princess Packers: (L to R) Annah, Nichelle and Courtney. We received a shipment of novelty toys that GoPlanet is donating to a local Trunk or Treat event. These princess tiaras were part of that shipment. Just goes to show you, no matter the age, we girls still dream of being a princess.

The girls were kind enough to let me snap a picture. So.... if you had a package ship yesterday, it was courtesy of a "princess".  I would also like to welcome both Nichelle and Annah to the GoPlanet team. Both girls are in training as packers and doing an awesome job. Also a big thank you to Courtney, Kaylee, Chelsea and Kristy who are assisting in the training process.

Sleeping With The Enemy Might Be A Good Thing

My grandson likes to play with small action figures. His favorite play station is my bedroom because it is a quiet retreat from his siblings. He uses my bed as the backdrop for his battleground drama. When passing by my bedroom door, I often hear a "kish", pooooff!, "coo!" sound or a shout of "man down, man down as he imitates noises and phrases heard in action movies. It has been amusing until recently.

On this particular night I was burning the midnight oil and working late in my home office. I finally called it a night and crept into my bedroom anticipating the luxury of my comfy bed. I threw back the covers, positioned myself and suddenly discovered I was sleeping with the enemy. Not just one or two, but the entire army. My grandson’s ‘bad guy” army had built a fortress under my bed covers.

In one sweeping motion I knocked the action figures into a crippled heap on the bedroom floor. I can assure you visions of sugarplums were not dancing in my head. As little character heads and arms went flying and all I could envision were action figures preparing to do battle on the woman who attacked them on neutral ground because she believed they were invading her territory.

Isn't that so like us in the business world? We believe that taking out opponents invading our territory will allow us to be the dominator. In the online business world this isn't the case. Pairing up with the competition (or so called enemy) may just help us win in the end. Sleeping with the enemy might be a good thing.

In the past, territorial boundaries in business have been well defined. We find ourselves competing to be better than the other guys and willing to succeed at all costs. The fact that two people can do the same thing and do it without conflict is inconceivable. And then along comes social media and networking. This shared community concept has turned everything upside down. Just like the farming community in which I live, information, equipment, knowledge and tools are being shared to allow everyone to succeed. Companies and individuals are joining hands and embracing the idea that survival in the small business arena means collaboration.

The days of working in isolation are long gone. The new age business concept has evolved into a “team spirit” mind set. It’s an environment that expresses, “tell me what you know and I’ll tell you what I know so we can both grow our companies and make a living”. The Evil Empire concept has been crushed. We are finding it necessary to merge with our competitors. We are coming to understand that our perceived (business) enemies are well informed and decent people who might possibly be able to help us.

As business owners, we need to grow through multiplication instead of division and turn our competitors into our best allies. It’s time to take a look and determine if sleeping with the enemy might be a good business move. As we begin to understand the product differences with our competitors, we can also begin to improve our own product and make it stand out.

Certainly there will be competitors that we do not wish to share information. Those would be the “bad guys”; the guys I wiped off my bed without thought or care of their outcome. In no way am I suggesting you wipe out your enemy or competition. What I am suggesting is coming to the realization that some competitors may actually help you in collaborating a new market or product in this ever changing online business world. Take a chance. Sleep with the enemy. Engage in a relationship with your perceived Evil Empire. You might be surprised at where it takes you.

Business Scare... Linked to PORN site!!!

Yes, this is a must read for anyone using the Internet for casual use OR conducting business on the Internet. Most businesses would probably never post this info, but after today, I believe it is imperative to guard yourself and your company against the many malicious cyber-crimes and security spy ware programs out to sabotage your company's goodwill and identity.

GoPlanetEarth has a great number of security measures in place to protect our customer information. In fact, we spend a great deal of $$$ each year doing just that... protecting your information. As of today, I can report that we have done that with 100% success. After this incident, I realize that we need to implement other security measures concerning our web site FTP measures. Here's what happened and I'm sharing this because I believe other business owners could be in jeopardy as well.

This afternoon, I updated some of our web pages to reflect changes. I signed onto our FTP server as usual (which we have been using with NO issues for over 8 years). I uploaded our pages and asked that someone preview those pages to ensure all was well. All was not well. I had lost all CSS style menus which meant customers could not navigate our site. Bad News!!!! But, that was only the beginning.

Upon reloading our web site page in the browser, I immediately noted that there were other unknown web sites being scanned (in a VERY rapid succession) in the very right corner of the IE browser. This was a definite alert that something was amiss. I was able to write down just one of the web sites (which I will not name due to its content). A visit to this site was shocking!!!! Yes, absolutely shocking considering we are a family valued soap making company. It was a porn site. Our web site had been hacked via a FTP program and was being redirected to this site. HELP<> ME JESUS was all I could utter.

I apologize for the lengthy post, but believe it is warranted. Thankfully, I have an HTML progamming background and a history of web site development. I felt like Sherlock Holmes as I tried to determine the line of attack. I signed onto our FTP program since that is where the issue first began. Sure enough, I found a .htpaccess file that was recently accessed. I know most won't know what this is, but basically, someone....some hacker program had rewritten this file to redirect to their porn site.

I took the corrective actions (thank you, Jesus, for your wisdom and guidance on that one...and understanding of the .htpaccess files). I deleted the file and uploaded the correct file. WOW!!!! What a scare and what a lesson about FTP security. For those of you who think you are immune, think again. GoPlanet has taken extreme measures to secure every aspect of our web site's FTP services. I hope you do the same.

Arrived in Chile

it was a long flight (9 1/2 hours) but the sunny, 97 degree weather was worthy of the journey. I am sitting poolside answering emails and attending to what business I can from afar. It never ceases to amaze me how one can stay so connected via electronic devices. maybe too connected when you're on vacation. I am limiting work to a couple of hours in the morning. Then, the balance of the day is for "vacation" time with my husband.

My assistant, Kristy, will be taking care of business while I am away. Orders will process as usual with the exception of international postal orders which will not be processed until February 14. Email is the best way to communicate with me while I am out of the country. Either Kristy or myself will reply as soon as possible.

Suiting up for the Season: We want to offer you the best!

It's that time of year in Michigan.... Autumn. I'm having fun decorating my yard for the season. I know many of you are gearing up craft shows, retails sales, or holiday gift-giving. Times are tough and each of us are trying to put our best foot forward and be sure that the money we have invested in supplies reaps some kind of benefit. That could be in $$$ or in a simple thank you from someone that receives your handmade gift.

This armoured knight is displayed outside my front door. It reminds me that I need to guard against complacency and treat my customers as if they deserve wine and flowers for every order they place. After all, my customers ARE MY BUSINESS!

And the yellow clogs outside my front door? A reminder that I'm wearing the same shoes as my competitors so I need to always find ways to make my company different. I don't want to be the brown shoes... I want our company to be the yellow shoes and stand out in the crowd.

Donating for a Cause: The Advocacy Fund - Protect your Soapmaking Business

For those of you who may not be familiar with the Handcrafted Soapmakers Guild’s (HSMG): It is an established and functioning non-profit trade association whose mission is to promote the handcrafted soap industry; to act as a center of communication among soapmakers, and to circulate information beneficial to soapmakers.

In the past three years there have been many threatening legislative proposals. The three most recent pieces of federal legislation have been the FDA Globalization Act 2009 (HR 759), Safe Baby Act 2009 (S 925) and The Safe Cosmetics Act of 2010 (HR 5786 – still pending).

Legislative Advocacy Committee

The HSMG Board of Directors has decided that the time has come to strengthen thier policy positions and take an even more pro-active stance in advocating for the handcrafted soap industry, especially since a large portion of the industry makes soap that falls under cosmetic regulations.

To this end, a Legislative Advocacy Committee has been formed and the Board has approved the official Legislative Advocacy Statement, including a clear delineation of advocacy policy and positions. HSMG is now in an active search for a suitable professional advocate (lobbyist) to work on our behalf in Washington.

Advocacy Fund

As the HSMG is supported solely by membership dues, they have established an Advocacy Fund and are seeking donations from both members and non-members to defray the costs associated with hiring a professional advocate and related expenses. All monies donated to the Advocacy Fund will be used solely and only for advocacy related activities.

GoPlanetEarth hopes that HSMG members, non-members, companies and consumers interested in preserving the industry will show their support by making donations. All monies collected will specifically fund the hiring of a professional advocate and related expenses. Make a donation today!

GoPlanetEarth has donated to this fund and we hope you will too! No matter the amount, when the funds are all pooled, it adds up. Here is where you can send your donation:

Legislative Advocacy Fund

The Safe Cometics Act of 2010: It Could Change How You Do Business

An absolute must see video for any of my customers making soap, toiletry or cosmetic products within the USA. This new legislation is now before Congress, and if passed, could put you out of business in no time flat. Make your voice heard and be sure to send your State Representative a letter voicing your opposition to this proposed legislation.

Click here to view the video. BE INFORMED!

Click here to find out your State's Represenative and where to send your letter of opposition.

Sign the petition to oppose this legislation here. We suggest you add a personal note on how this law will effect your business.

Is the Customer Always King?

Good question and one that online businesses, such as ourself, address on a daily basis. I sometimes agonize when a customer decides to create their own set of rules on how an order should be handled and then DEMANDS that we make it happen. Should I give in to their demands knowing that other customers have not been granted the same exceptions, or do I hold my ground on our posted company polices?

I don't care how customer focused a company claims to be, there are certains customer emails that give pause to this whole "Customer is King" marketing concept and makes you reassess this mantra. The idea that the customer should be the core of all decision making sounds great on paper, and is a concept that our company truly tries to practice, but in reality the customer is not "King" 100% of the time. There will always be that small percentage of customers who will never be happy even if you bowed down and kissed their big fat toe. So how does a business handle these "problematic, demanding, never to be happy" customer types?

As for me, I take a look at the big picture. These are some of the questions I ask myself when working toward a customer resolution.

• Do I want repeat business from this problem customer?
  
  
• Is the customer threatening to bad-mouth my company on every message board and forum to which they belong? I find these types of threats totally unacceptable and liken this type of behavior to that of a two-year old throwing a tantrum because they can't have their way. The chances of me going the extra mile is unlikely. If the customer elects to bad mouth the company, so be it. I have to allow the customer service experience of our many other customers to speak for itself. Part of preseving our company reputation is holding to the policies we have implemented that ensure equal customer service.
  
  
• Is the customer demanding that we change posted company/business policy to fit their situation? There are times you may need to bend the rules, but if you're bending the rules just because a customer is kicking and screaming the loudest, then you're not presenting a single face to all of your customers. GoPlanet's customer service philopsphy is not just selling soap making product, but we also strive to make it a value-added experience. As with all companies, there are occasions when a customer believes we've not met their expectations. When such occasions arise, we look at each of those cases individually and do our best to offer an equitable resolution.
  
  
• Is the customer's expectations realistic when dissatisfied with service?
  
  
• Is the customer pointing blame on our company for an error they made and failing to accept accountability?
  
  
• What is the attitude of the customer when requesting help with an order issue?

It's a tough market on the Internet. Millions of companies competing to get that sale. However, I still believe that a company should maintain its integrity when dealing with customer service issues. I am convinced it's bad for business when you give in to the demands of dissatisfied customers at the expense of your good, loyal, repeat customers. Through the years, I have found that the most problematic customers are those who are one-time buyers, looking for deep discounts on a $10 order, and have no intention of developing a business relationship with our company and want the world and demand that we give it to them.

So... is the Customer Always King? From my standpoint, in most cases a big fat, YES! But if you're trying to bend (our) company policies because you didn't take time to read the small print... well, sorry! It's not fair to those customers who DID take the time to review the return, order, and shipping policies.

A big thanks to our many, many loyal customers who have become friend to us through the years. To our new customers, WELCOME. We will do our very best to service your account promptly, courteously and with accuracy. Should you encounter a question or have a concern, please contact me directly and I will work toward a fair resolution.

Vacation: Is it Worth the Time Away?

Yep, sure enough. The woman behind the (swim) suit is none other than me. I can't believe I posted myself in a swimsuit, but once you reach a certain age, it doesn't matter. I'm never going to win a beauty contest unless my grandkids are the panel judges. Thankfully, they love me just like I am.

This past week I've been on vacation. It was outstanding except now I must return to face folders of customer questions, orders that need my assistance, and emails that are overflowing into next year. This is the first year that I did not sign onto my laptop (OK, maybe I did for one afternoon, but that was it!). Instead I used my iPhone to address emails that needed immediate answers and then would text my staff when I needed them to take care of business.


Quite honestly, this was a test drive to determine how I might be able to operate remotely when away from work for a lengthy period. It was a learning curve to say the least. Not having a wi-fi connection at the lakehouse was difficult. But, it also allowed me to take a "real" vacation. My daughter and husband were so proud of me as I was not on my laptop doing business while on vacation. In the past, I've always wondered if vacations are really vactions anymore. Is it worth taking time off while spending countless hours on the laptop and, even then, returning to a back-log of work?

My answer is YES! When I looked back on the vacation photos, I couldn't help but smile at how much fun I had with my daughter and her family. We made memories that my 7-year old grandson will long remember. This was his first year knee-boarding and as you can see from the picture, he did quite well. I'm certain he'll be skiing by summer's end. I think the highlight of his vacation week was when I took him to a sporting goods store to purchase ski gloves. He thought he was hot stuff out on the lake.

Certainly, there were business issues that needed addressing while I was away. I did the best I could and then let it go. I have a wonderful assistant and staff that worked diligently to get out orders and take care of those things that were in the scope of their knowledge. The rest, well... it had to wait. It had to wait while I took one week out of my 16 hour, 365 day a year job. Business was on hold while I fished, swam, sat by the lake fire, ate popcorn, watched grandkids slop ice cream all over their faces and clothes, watched movies, played Go Fish, and hugged and loved on my grandkids like there was no tomorrow.

Vacation: Is it worth the time away? You bet!

Hello Vacation!!!! A Recess from the Soaping World

Hello Vacation!!! Yes, yes, yes, I am so ready for some down time. As a business owner, it's important to step away from the business and regroup. That's what I will be doing next week. On Saturday morning, I'm leaving for a week at the lake house in Traverse City, Michigan. My grandkids will be there and it's a welcomed annual event. We fish, build sand castles, take boat rides, read books, and just hang out.

I have able staff that will be fulfilling orders. HOWEVER, and I emphasis the however, I will only be available on a limited basis to respond to emails and questions. Kristy, is my main girl, and she will respond to any order concerns. Please be patient this next week as we process orders as quickly as possible.

Advertising: Thinking Outside the Box

The above photo is what prompted this post. It's a picture taken while visiting Annapolis for a family wedding. Pictured is my niece (the obvious bride) and her new husband. After their Chesapeake Bay wedding, they headed into the historic district of Annapolis. The downtown area was filled with holiday weekend tourists. That didn't bother them one bit. They, and their photographer, walked the city snapping pictures that were fun and unconventional.

This particular shot was inside a storefront window. It just so happened that a group of our family was walking back to our hotel after dinner. What a surprise to see our niece and her hubby acting as mannequins inside a vacant storefront window. It was inventive, creative, and outside the box. I loved it. So, where am I going with this?

Let's translate this into business. No one was expecting to see a bride and groom on display in the window of a vacant commerical storefront. It's likely that the property managment company received a good deal of exposure as people huddled around the window watching the posing couple. Those watching became engaged in the uniqueness of the moment.

It's this same engagement that we strive to have with our customers. A marriage of product and customer is all about finding a unique and creative way to broadcast ourselves to the world. Whether it is our packaging, product, or service, we are looking for creative ways to have our customers stand back in awe and say, "Wow, this is a company that is thinking outside the box and really wants my business." You may not have a storefront window to display your goods, but you do have a storefront web site. Use it to your advantage. Make sure your customers are immediately engaged in your main page. Create that storefront window that will customers in to see all that you offer. Make them huddle at your main page and chatter about how inventive you are in your presentation!

Here are four simple ways to ensure customer engagement:

1. Entice customers by offering something unique
2. Be creative in displaying the product being offered
3. Make sure your product packaging exceeds the norm
4. Take photos that accurately display the product being sold
   

Entrereneurship: Jump in and Make It Work

If someone would have told me ten years ago that I would be in the soap making business and manufacturing molds, I would have laughed. I'm not sure I would have even known what a "soap mold" was, much less it's purpose. I was working in the medical industry (finance area) and, though spinning my wheels in a secure corporate position, I had no plans to dive into any type of risky business venture. But it happened! An opportunity presented itself, and I decided to jump in with both feet and make it work. I was shaking in my shoes when I plunged into something that was outside my comfort zone. To be quite honest, I still shake in my shoes on many days when confronted with business decisions that could affect my future income (and retirement).

OK, let's get back to why all the above really matters to you. BECAUSE, if you are starting a business and are NOT a risk taker, then you need to align yourself and engage in a business relationship with someone who is. There is this sweet balance between questioning everything, being obsessive by nature and having difficulty parting from the norm (that would be me) to partnering yourself with someone who has the attitude "if it works, it works... if it doesn't, I'll try something else". I am lucky to have that partnership. Count your blessings if you find that same business balance.

My mold maker is that balance for me and I couldn't ask for a better partnership. We bounce ideas off each other, have established an alliance, are engaged in a trusting friendship, and genuinely care about the future of the company. It reminds of the type of relationship that was founded by Pixar, the creators of so many 3-D animated movies. Against all odds, this group evolved into one of the biggest movie makers of all times. They started as a high-end computer hardware company and migrated into producing 3-D computer-animated feature films that are now historical. At the time 3-D movies were unheard of. They had no idea that their company would evolve into the billion dollar industry it is today. Of course, I'm not operating a billion dollar business, but the same principles apply to every company regardless of size. You need to partner with someone that shares your dream, someone who can be objective, and, most importantly, someone who is willing to pledge allegiance to your business...is trustworthy...and is a visonary for the long-haul.

So what am I suggesting? FOLLOW YOUR DREAM! You never know where it will take you until you press the gas pedal and drive down the highway.


If you believe the risk or speed is more than you're willing to take, you can put on the brakes. However, if you don't get behind that driver's seat, you'll never know if your dreams are just "couch-potato wishes" or are actual stepping stones that will motivate you to latch onto your deepest desires.

I say, go for it! Snag those dreams and drive that car until it crashes. That's a true entrepreneur and I hope that entrereneur is YOU!

Is Your Business Clinging to a Security Blanket?

My granddaughter, Miss Olivia, has been clinging to her pink, silky blanket since birth. It's tattered, torn, and almost always dirty since she doesn't go anywhere without it. She even kisses the "blankie" and says "I love you blankie, I'll see you later." As you can see in the above photo, she even carries her blanket to the lake house (while playing dress-up bride). BTW, I am saving this photo to display on her wedding day.

This pink blanket has become Miss O's security. It shadows (or should I say, over-shadows) everything she does. The same is true in business. We often cling to security blankets that have become extinct and no longer serve any useful purpose (other than presenting a sense of false security). Occasionally, we need to reassess our business plan and make necessary changes. Yes, saying farewell to our security blanket(s) is difficult, but ultimately it promotes growth. Is it time for your business to kiss those security blankets good-bye? Here are 10 examples to recognize whether you have fallen prey to business security blankets:

1. I don't need to keep a customer database. If my customer ordered once, they will order again in the future. This may have been true 10 years ago, but not today. If you are selling online, the competition is getting tougher. You're going to have to fight for the repeat business. Determine a way to keep in contact with your customers on a regular basis.
2. The customer is always "king". Bad customers (and we all have them) do not give us the right to abuse our loyal employees. In most cases, those bad customers just aren't worth the fight. Let them go.
3. I can run my business by myself. WRONG! You need to surround yourself with amazing people that both encourage, support, and help you achieve your business goals. Even if you can't employee the help of workers, you can still surround yourself with a network of individuals that can help your business grow.
4. I only want to work a 9-5 job. REALLY! If you run an Internet business, you can't have banker hours. The Net has made us all global. To succeed, you need to rethink your response time to emails and customer service response time.
5. Believing you have the expertise to deal with all problems. Just as doctors specialize in various aspects of medicine, you should consult with and hire specialists in those areas you find lacking.
6. Believing that you only need to sell within your country. THINK GLOBAL. Let go of that security blanket that makes you believe that international sales are too complicated and risky.
7. Failing to explore new business trends and letting go of those business trends or products that do not sell. Explore the market. See what's selling, navigate the Net to determine what is hot. If a product isn't selling....get rid of it!
8. Failure to see emerging technology as a means for promoting or selling your product.
9. The attitude of "That's Good Enough".
10. Failure to identify what needs to be changed and ignoring the consequences of not changing.