Glazer-Kennedy Blog
Small Business Marketers Should Use the Telephone

Many small businesses marketers don’t like using the telephone as a marketing tool because of the DO NOT CALL LIST…they think they can no longer use it. And in many applications that is correct.

But there is one application that every business should ‘legally’ be using the phone for in order to grow their business, which is to build customer loyalty.

Yes, you can and should use outgoing telephone calls to build customer loyalty. I think any business would be smart to use scheduled follow-up phone calls to verify customer or client satisfaction. It’s often axiomatic that a business man lacking in money has excess time.

For the small business marketing person with more time than money on his hands telemarketing makes a tremendous amount of sense. You can of course also hire people to do telemarketing. Many businesses employ people confined to wheelchairs, women who prefer not to work outside the home and people who only want to work part-time to do telemarketing and sometimes have them do it from home.

Payment can be based on a per hour rate or tied to results, such as ten dollars for each appointment set or fifteen percent of any sales made.
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Small business customers love complaining

Every small business, no matter how well managed, will have to deal with dissatisfied even angry customers from time to time. Sometimes the customer is justified in his complaints other times he is not, but the handling of the dissatisfied customer can have far reaching impact on a business.

Now, I want to talk with you about techniques that you should consider when dealing with the dissatisfied customer.

American Management Association research into consumer behavior indicates that the average satisfied customer tells three people about his experience but the average dissatisfied customer gripes to eleven other people. Negative word-of-mouth advertising is a problem few businesses can afford.

My speaking colleague, Jerry Wilson, provides these five expert recommendations for managing the complaining customer.
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You Are Missing the Easiest Linking Strategy

by Brian Horn03.10.2010
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One of the important factors in search engine optimization (SEO) is internal linking.
So what is internal linking anyway?
How can this help the website of your small business?
What is the proper basic linking structure?
How can this increase the PageRank?
Brian, can this post be anymore BORING?
Don’t bail out on me yet. Yeah it doesn’t sound as sexy [...]

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How To Keep Your Customers From Using The Competition

by Dan Kennedy03.09.2010
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Yesterday I wrote about how important first impressions were to customer relations.
Now, I’d like to turn our attention to what you can do to foster customer retention.
Later in the game the customer relations process evolves into follow-up and follow-through.
How would you react if…
… you got a call from your car dealer service manager [...]

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So You Want to Write a Book?

by Kristen Moeller03.09.2010
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If the answer is yes, allegedly you are among eighty percent of the population. But how many of those eighty percent do you think actually write one?
I have heard varying reports but based on human nature, my guess would be … not that many.
Then of course, of that eighty percent, there are people at various [...]

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Looks DO Matter

by Dan Kennedy03.08.2010
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Last week I wrote about the importance of environmental appearance as it relates to first impressions. A related matter is the personal appearance of the people your customers will deal with.
It’s important to understand that most customer impressions are formed with non-verbal input not verbal. The appearance your people present, the image they offer will [...]

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Ten Steps To Creating A FANtastic Facebook Fan Page

by Mari Smith03.05.2010
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With its 400 million strong active userbase, Facebook is a goldmine for marketers. By building out a compelling Fan Page, driving targeted traffic to it and creating buzz, you can easily create measurable results for your business.
When a potential fan clicks on to your Facebook Fan Page, your goals are to (1) immediately grab their [...]

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What Do Small Business Customers See?

by Dan Kennedy03.04.2010
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On Monday, I wrote about the importance of customer or client relations.
I explained my belief that each customer you can acquire has tremendous long term value and that most small businesses fail to understand and work to preserve this value.
Now, here are some customer relations tips I urge you to consider for your small business:

Make [...]

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Tips for Using WordPress for SEO

by Brian Horn03.03.2010
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Even though there are dozens of platforms that bloggers and site owners can use, WordPress had become the one than many eventually decide to use.
Why do SO MANY end up using WordPress? Particularly SEO and Internet Marketing pros…kinda “obvi” that these guys might have a reason for that, huh?
A few months ago I met and [...]

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Five Secrets of a Great Customer Newsletter

by jpalmer03.02.2010

When I speak live I often refer the “magic of a customer newsletter” because a properly written newsletter can truly do magical things for a business. One of the big reasons is that newsletters are not perceived in the same manner as a postcard, a flyer or other forms of direct mail marketing. When people [...]

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