A week ago, during an interview about how communication styles affect your success with customers on ThatRadio.com, I had the chance to air one of my biggest bug-a-boos - business people who don't take the time to be professional. It isn't an expensive proposition but it can make all the difference in the world in terms of creating a trusted relationship with your customer and in protecting your brand.
The first contact with a customer is often on the telephone. Sometimes it is in person, but regularly, in our age of rush, rush, rush, we find ourselves listening to voicemail rather than a real person. Those voicemails are the gateway to your business. If you can't afford a professional voicemail, then for heaven's sake, take the time to write a script for yourself and make it professional.
Please don't pretend it is your house. It is your business. So, no "Yo, this is George, you know what to do." And if you run a home business, it is even more important to recognize that your customers are calling to find a professional business person. As cute as your three-year-old might be, that is not the voice they want to hear when they call.
Another prevalent non-professional behaviour is the use of yahoo, msn or gmail as your email address. These free email services are used regularly for scam and spam emails. You could find your communication to your client going into their trash bin. Not only is that a risk, but your credibility and stability could be questioned.
At the very least, use the email from your provider. An email extension that says rogers.com, sympatico, etc. is a little bit more credible. At least it shows you have a provider for your business and are not just sitting in an internet cafe somewhere accessing your email.
Best case scenario is obviously to develop and purchase your own business URL. This needn't cost an arm and a leg. There are several sites that offer registration of URLs as low as $20. And there are companies, such as Black Sun, that offer web support of your URL for as low as $10 per month.
Do some research. Ask business associates the name of their service provider and whether they are happy with the deliverables. Even if you are a novice at website and URL management, tapping into your business associates' knowledge and experience can get you on a good path. Or check in with your local small business centre. They often have experience in this area and can guide you.
You don't necessarily need to put up a website just because you have a business URL, but if you do, make sure that your website reflects the credibility, stability and professionalism of your business. Just because your nephew has Front Page, doesn't make him a web designer. Keep it simple, keep it clean. There is rarely any need for animation. Keep in mind you have about three seconds to engage your customer or they move on to someone's else website.
In closing, professionalism doesn't mean you have to become dehumanized. Deliver the personal touch that helps grow your business. And remember all the things that touch your customer reflect on your business and on your brand even your voicemail and email address.
Friday, July 18, 2008
Thursday, July 10, 2008
Active writing, active reading - get your email message right
Active listening is the cornerstone to good relationships, whether in your family or in business. But active writing and active reading are too often left in the dust of business behaviour.
How many times have you misunderstood an email message or written one that just didn't cut the mustard?
When we compose an email to a colleague or a customer, it is so important to remember you will not be there to interpret the message.
So here's few rules to really keep you on track for active writing and active reading for emails:
1. Resist the urge to use a background. You have no control over how it is going to display on your customer's screen and you could lose a lot of business just because your email is illegible. Backgrounds add no impact to an email, but they can sure make a mess of it. And in many cases, in the business world imbedded images are blocked and can ultimately send your email to the spam bin.
2. Write in an active tone of voice - use present tense wherever possible. It helps get your reader involved in your message. Get involved in your message and your reader will too.
3. People scan! Always remember that your reader is busy and is likely scanning the email to see if it is worth their time. Don't ramble. Get to your point. Put your most important issues at the beginning of the email and close with a call to action. The middle is often material that the eye sees but the brain doesn't absorb.
4. Use bullet points. Because of our tendency to scan, bullet points work better. They are easier on the eye and the brain can absorb them faster.
5. Use plain language. Scanning two syllable, even three syllable words, works but much above that and your reader might get the word wrong and not even know it.
6. Actively read your incoming messages. You will scan; I guarantee it. You scan to make a decision whether to spend time with the message and you scan to absorb the content. Try to slow down and really read all the words. It takes practice, believe me. We all live in a hyper-active world and just to keep up we need to find ways of saving time. Don't make your business associates' or customers' email one of those places. Unless of course you get a lot of silly nonsense from them...then scan. And maybe recommend that they aren't helping people take them seriously and on that note....
7. Don't send junk. Few business associates and few customers want to see pictures of your kids, read joke emails or learn the newest psychic information. Use discretion for goodness' sake. Only send emails when there is important information to share or questions to ask.
8. Give them some face time. Both your customers and your business associates would benefit from you actually speaking to them in person or even over the phone rather than through email so much. We're forgetting the value of personal contact. Get off your butt and build a relationship.
9. And finally.... watch your tone of voice! Cheekiness, quips, sarcasm and innuendo just don't translate safely.
You have one chance to get your message right - damage control for "accidental emails" is too time-consuming and potentially costly to your business.
How many times have you misunderstood an email message or written one that just didn't cut the mustard?
When we compose an email to a colleague or a customer, it is so important to remember you will not be there to interpret the message.
So here's few rules to really keep you on track for active writing and active reading for emails:
1. Resist the urge to use a background. You have no control over how it is going to display on your customer's screen and you could lose a lot of business just because your email is illegible. Backgrounds add no impact to an email, but they can sure make a mess of it. And in many cases, in the business world imbedded images are blocked and can ultimately send your email to the spam bin.
2. Write in an active tone of voice - use present tense wherever possible. It helps get your reader involved in your message. Get involved in your message and your reader will too.
3. People scan! Always remember that your reader is busy and is likely scanning the email to see if it is worth their time. Don't ramble. Get to your point. Put your most important issues at the beginning of the email and close with a call to action. The middle is often material that the eye sees but the brain doesn't absorb.
4. Use bullet points. Because of our tendency to scan, bullet points work better. They are easier on the eye and the brain can absorb them faster.
5. Use plain language. Scanning two syllable, even three syllable words, works but much above that and your reader might get the word wrong and not even know it.
6. Actively read your incoming messages. You will scan; I guarantee it. You scan to make a decision whether to spend time with the message and you scan to absorb the content. Try to slow down and really read all the words. It takes practice, believe me. We all live in a hyper-active world and just to keep up we need to find ways of saving time. Don't make your business associates' or customers' email one of those places. Unless of course you get a lot of silly nonsense from them...then scan. And maybe recommend that they aren't helping people take them seriously and on that note....
7. Don't send junk. Few business associates and few customers want to see pictures of your kids, read joke emails or learn the newest psychic information. Use discretion for goodness' sake. Only send emails when there is important information to share or questions to ask.
8. Give them some face time. Both your customers and your business associates would benefit from you actually speaking to them in person or even over the phone rather than through email so much. We're forgetting the value of personal contact. Get off your butt and build a relationship.
9. And finally.... watch your tone of voice! Cheekiness, quips, sarcasm and innuendo just don't translate safely.
You have one chance to get your message right - damage control for "accidental emails" is too time-consuming and potentially costly to your business.
Friday, July 4, 2008
Plain Language - a gift from the gods
Small business writers, owners and general marketing staff often get bogged down in their own industry lingo and leave their customers behind. The 'big guys' are even more prone to this. The financial services industry has completely forgotten how to speak normal-people-language; technology companies, I think, prefer to never speak regular language in lieu of boggling all our minds and cell phone companies are happy with the bewilderment they create with terms and conditions.
But finally, I have had a wonderful language experience I think bears noting. And can be a terrific example for small business when building "the sound of your brand".
I lost all respect for my cell phone carrier a long time ago but had to wait until my contract was up to change to a new provider. The shop clerk understood why I wanted a change and recommended Virgin Mobile. I was prepared for the "same old, same old" but was in for a fantastic surprise. Not only are there no hidden fees - or for that matter no additional fees for things like access or set-up - but they actually speak the same language that I do. In fact, they speak a language anyone over the age of 12 could understand!
And the brilliance of all this, is they not only talk a comfortable level of language, but they write it too! Their brochures and guide books can be understood even by someone like me (I'm an audio-kinetic learner so the written word is sometimes a challenge if the language is high-falutin' or too much technical jargon). Heck, my eight-year-old neice Emily would be able to manage in the Virgin Mobile environment.
Now don't get me wrong. They don't talk down or in a condescending fashion (nothing makes me boil faster than that). It is the simplicity of it that really makes the mark.
The lesson for small business here is the KISS principle - Keep It Simple, Silly. (We don't like the word 'stupid' around here, so no need to write and tell me I got the acronym wrong)
Don't use four sentences when one will do. Don't get lost in your industry jargon - even if your industry doesn't seem to have a lot of technical terms. Your industry could be peopled by folks with masters degrees who just by nature write at a high-end university level.
People tend to scan material and get involved only if the scan has given them value. It is easy to scan two or three syllable words. Much above that and you run the risk of them scanning and getting the meaning all wrong. Courts have said that contracts must be written in plain language so the common man can understand them (not that contract writers are actually listening in most cases). If the courts are insisting on plain language, it only makes sense to make sure your small business insists on it too.
But finally, I have had a wonderful language experience I think bears noting. And can be a terrific example for small business when building "the sound of your brand".
I lost all respect for my cell phone carrier a long time ago but had to wait until my contract was up to change to a new provider. The shop clerk understood why I wanted a change and recommended Virgin Mobile. I was prepared for the "same old, same old" but was in for a fantastic surprise. Not only are there no hidden fees - or for that matter no additional fees for things like access or set-up - but they actually speak the same language that I do. In fact, they speak a language anyone over the age of 12 could understand!
And the brilliance of all this, is they not only talk a comfortable level of language, but they write it too! Their brochures and guide books can be understood even by someone like me (I'm an audio-kinetic learner so the written word is sometimes a challenge if the language is high-falutin' or too much technical jargon). Heck, my eight-year-old neice Emily would be able to manage in the Virgin Mobile environment.
Now don't get me wrong. They don't talk down or in a condescending fashion (nothing makes me boil faster than that). It is the simplicity of it that really makes the mark.
The lesson for small business here is the KISS principle - Keep It Simple, Silly. (We don't like the word 'stupid' around here, so no need to write and tell me I got the acronym wrong)
Don't use four sentences when one will do. Don't get lost in your industry jargon - even if your industry doesn't seem to have a lot of technical terms. Your industry could be peopled by folks with masters degrees who just by nature write at a high-end university level.
People tend to scan material and get involved only if the scan has given them value. It is easy to scan two or three syllable words. Much above that and you run the risk of them scanning and getting the meaning all wrong. Courts have said that contracts must be written in plain language so the common man can understand them (not that contract writers are actually listening in most cases). If the courts are insisting on plain language, it only makes sense to make sure your small business insists on it too.
Friday, June 27, 2008
Do your homework
Stephane Dion and the Liberal Party have offered up such a terrific example of what can happen when you don't do your homework, that I couldn't resist. Their widely publicized plan, The Green Shift, may well get its time in court as it flies in the face of trademark, copyright and intellectual property laws.
Green Shift, a company in Toronto, has been around for approximately 10 years. So even if they never trademarked the company name, there can't be any question that it belongs to them. Perhaps the most irritating part of the story is that the Liberals were aware of this company and went ahead anyway. There is something grossly arrogant about thinking you won't get caught.
For small business, it is key to do your homework about all aspects of marketing your business. If you are incorporating, you must do a name search but when you are a sole proprietor, you can get away without one. But to save face and potential court and rebranding costs, you better make sure no one else is using the name.
Imagine the embarassment when your new business customers are suddenly faced with a new business name; and even more so when the explanation is that you didn't do your homework. What does this do to your business' credibility?
Keep in mind that your customers do business with you because they have developed trust in you. If you have so little respect for your business that you don't do your homework, why should they have respect for it?
And doing your homework isn't limited to just your company name or slogan. It pertains to how you market yourself. Learn some of the basics of marketing law. And then, for goodness sake, abide by them. Just because you see big companies flying in the face of good marketing laws, doesn't mean it is the right answer for small business. They can afford (apparently) the fines and loss of face. Small business can't.
Learn what your competitors are doing and saying. Then stay away from those things. Not only do you eliminate the risk of a lawsuit regarding intellectual property or copyright, but you also have to spend some time thinking about how you are unique. This helps you stand out from your competition because you aren't using their words and actions.
Don't take the lazy way out. Have the same passion for your homework as you do for making sales.
Green Shift, a company in Toronto, has been around for approximately 10 years. So even if they never trademarked the company name, there can't be any question that it belongs to them. Perhaps the most irritating part of the story is that the Liberals were aware of this company and went ahead anyway. There is something grossly arrogant about thinking you won't get caught.
For small business, it is key to do your homework about all aspects of marketing your business. If you are incorporating, you must do a name search but when you are a sole proprietor, you can get away without one. But to save face and potential court and rebranding costs, you better make sure no one else is using the name.
Imagine the embarassment when your new business customers are suddenly faced with a new business name; and even more so when the explanation is that you didn't do your homework. What does this do to your business' credibility?
Keep in mind that your customers do business with you because they have developed trust in you. If you have so little respect for your business that you don't do your homework, why should they have respect for it?
And doing your homework isn't limited to just your company name or slogan. It pertains to how you market yourself. Learn some of the basics of marketing law. And then, for goodness sake, abide by them. Just because you see big companies flying in the face of good marketing laws, doesn't mean it is the right answer for small business. They can afford (apparently) the fines and loss of face. Small business can't.
Learn what your competitors are doing and saying. Then stay away from those things. Not only do you eliminate the risk of a lawsuit regarding intellectual property or copyright, but you also have to spend some time thinking about how you are unique. This helps you stand out from your competition because you aren't using their words and actions.
Don't take the lazy way out. Have the same passion for your homework as you do for making sales.
Thursday, June 19, 2008
If you pay for it - get your money's worth
I have the utmost respect for my colleagues in the world of developing strong marketing strategies and tactics to help small business get the most for their money. I certainly have great respect for the talented graphic designers that take the concepts and strategies and bring them to life.
However, I have no respect for people masquerading as marketing experts or graphic designers when they have less experience and qualifications than my big toe.
I have lately come across a few small businesses that sell themselves as marketing support, graphic designers and copywriters. Their qualifications? They have taken a three-day pre-press course at the local college's continuing education section. They have purchased expensive software. They have a husband that is a salesman. They took English in high school.
I am not threatened by these "businesses" taking clients from my customer base. I am however completely incensed at how they damage the field of marketing and, even worse, take money out of small business' coffers without any hope of appropriate return on the investment.
I have mentioned before that cheap is often a signal of lack of quality (Cheap is a relative term so let me make it a little more clear. If you are paying your graphic designer $15/hour, there's a reason for it. If your marketing expert works for $15/hour, you are in trouble).
To make sure your decision to work with someone who says they are a marketer or graphic designer is the right decision, here are a couple of tips that can weed out the chaff:
However, I have no respect for people masquerading as marketing experts or graphic designers when they have less experience and qualifications than my big toe.
I have lately come across a few small businesses that sell themselves as marketing support, graphic designers and copywriters. Their qualifications? They have taken a three-day pre-press course at the local college's continuing education section. They have purchased expensive software. They have a husband that is a salesman. They took English in high school.
I am not threatened by these "businesses" taking clients from my customer base. I am however completely incensed at how they damage the field of marketing and, even worse, take money out of small business' coffers without any hope of appropriate return on the investment.
I have mentioned before that cheap is often a signal of lack of quality (Cheap is a relative term so let me make it a little more clear. If you are paying your graphic designer $15/hour, there's a reason for it. If your marketing expert works for $15/hour, you are in trouble).
To make sure your decision to work with someone who says they are a marketer or graphic designer is the right decision, here are a couple of tips that can weed out the chaff:
- Ask who else they work with. If possible, ask for references that include comments on the return on the investment.
- Ask to see some of their work. You will be able to tell if they are good or not. And don't just think "well, it's better than I could do". You are skilled at running your business, not at marketing or graphic design. (If you were skilled at marketing or graphic design, that is the business you would be running)
- Remember that you get what you pay for. If you only pay $30 for a graphic designer, but it gets you no results, then you just wasted $30.
- Review their marketing materials. If their own marketing materials are not professional, engaging and worth comments, then one of two things is happening. The first could be that they have no respect for their own business which means they won't have respect for yours. The second could be that they just don't have the talent or know-how to do a better job on their own materials. And if that is the case, run screaming from the building. If they can't make their own work sing, then they certainly can't make yours.
Monday, June 16, 2008
Listen to your customer - navel gazing part II
It's too easy to become self-absorbed as a business owner. And once you start spending time looking at your navel, you stop listening to your customers.
Case in point (once again) is Canadian Tire. Earlier I wrote about their perfectly dreadful website and now they have canceled production and delivery of their catalogue, which forces people to go to their perfectly dreadful website.
The Canadian Tire catalogue is an icon to Canadian baby boomers. It had an extended shelf life in bathrooms all over the country. And now, no doubt thanks to a hip and happenin' marketing team, this icon is no more. Was there an actual review of customer behaviour?
I can accept there is a cost savings on making this decision. Printing is costly. Distribution perhaps even more so. But hiding this motivation under the environmental wonderment of saving trees is almost pathetic.
For decades, Canadian Tire customers have used the catalogue to stream-line their purchase behaviours. They would browse the catalogue at their leisure (making them more susceptible to the marketing messages) and discover items to buy they didn't even know they wanted. And there is nothing leisurely or even intuitive about the Canadian Tire website. So kiss those add-on sales good-bye.
Why did Canadian Tire stop listening? First they ended the great TV commercials with the lovingly annoying Canadian Tire couple, now they are eliminating the catalogue. Both of which were strong representations of the brand. There was a hew and cry, even in Marketing Magazine, about the end of the TV campaign. That campaign had garnered enough recognition that it had reached the often unattainable heights of being mocked by comedians. And the death of the catalogue has been mourned in Canadian Workshop magazine (which no doubt is the biggest demographic of Canadian Tire shoppers).
So now that the rant is finished, how does this pertain to your business?
Listening to your customers and knowing when something is working for them is paramount to success. Just because you have become bored with your marketing tactics doesn't mean your audience isn't reacting to them. And there is no point in trying to become something other than what your customers want you to be. If Canadian Tire is trying to appeal to a younger audience with these changes, well they have lost their minds. Visit a Canadian Tire and see how many young people are there, other than their ill-trained, ill-informed part-time staff. So not only are young people not their audience but they are alienating their solid baby boomer audience. And good heavens, baby boomers have most of the disposable income in this country!
So the lesson here:
1. Talk to your customers. Find out what they like and don't like. And use that information as a guide.
2. Don't let your personal feelings about being bored with your campaign be the deciding factor in whether to continue.
3. Understand that mocking by comedians is the highest compliment to the strategy there is. Comedians won't mock something unless it has had enough audience hits they are guaranteed 90% of their audience will know what they are talking about. I spoke with some folks from AIG Assurance the other day. We talked about the mocking of their insurance for seniors - they actually track how many times they are mocked and they love it! Kudos to them.
4. Don't cancel a marketing program that is working. You may think that the hew and cry is valuable because it creates chatter, but negative chatter can destroy your business.
And for Canadian Tire, for pete's sake, you could have saved money by making the catalogue by-request-only. Which would have given you a pretty solid database to really pinpoint behaviours and characteristics of your audience. Maybe think next time.
Case in point (once again) is Canadian Tire. Earlier I wrote about their perfectly dreadful website and now they have canceled production and delivery of their catalogue, which forces people to go to their perfectly dreadful website.
The Canadian Tire catalogue is an icon to Canadian baby boomers. It had an extended shelf life in bathrooms all over the country. And now, no doubt thanks to a hip and happenin' marketing team, this icon is no more. Was there an actual review of customer behaviour?
I can accept there is a cost savings on making this decision. Printing is costly. Distribution perhaps even more so. But hiding this motivation under the environmental wonderment of saving trees is almost pathetic.
For decades, Canadian Tire customers have used the catalogue to stream-line their purchase behaviours. They would browse the catalogue at their leisure (making them more susceptible to the marketing messages) and discover items to buy they didn't even know they wanted. And there is nothing leisurely or even intuitive about the Canadian Tire website. So kiss those add-on sales good-bye.
Why did Canadian Tire stop listening? First they ended the great TV commercials with the lovingly annoying Canadian Tire couple, now they are eliminating the catalogue. Both of which were strong representations of the brand. There was a hew and cry, even in Marketing Magazine, about the end of the TV campaign. That campaign had garnered enough recognition that it had reached the often unattainable heights of being mocked by comedians. And the death of the catalogue has been mourned in Canadian Workshop magazine (which no doubt is the biggest demographic of Canadian Tire shoppers).
So now that the rant is finished, how does this pertain to your business?
Listening to your customers and knowing when something is working for them is paramount to success. Just because you have become bored with your marketing tactics doesn't mean your audience isn't reacting to them. And there is no point in trying to become something other than what your customers want you to be. If Canadian Tire is trying to appeal to a younger audience with these changes, well they have lost their minds. Visit a Canadian Tire and see how many young people are there, other than their ill-trained, ill-informed part-time staff. So not only are young people not their audience but they are alienating their solid baby boomer audience. And good heavens, baby boomers have most of the disposable income in this country!
So the lesson here:
1. Talk to your customers. Find out what they like and don't like. And use that information as a guide.
2. Don't let your personal feelings about being bored with your campaign be the deciding factor in whether to continue.
3. Understand that mocking by comedians is the highest compliment to the strategy there is. Comedians won't mock something unless it has had enough audience hits they are guaranteed 90% of their audience will know what they are talking about. I spoke with some folks from AIG Assurance the other day. We talked about the mocking of their insurance for seniors - they actually track how many times they are mocked and they love it! Kudos to them.
4. Don't cancel a marketing program that is working. You may think that the hew and cry is valuable because it creates chatter, but negative chatter can destroy your business.
And for Canadian Tire, for pete's sake, you could have saved money by making the catalogue by-request-only. Which would have given you a pretty solid database to really pinpoint behaviours and characteristics of your audience. Maybe think next time.
Thursday, June 5, 2008
Accuracy & Clarity - who's doing who any favours
In the United States, Dell Computers is being taken to court by a class action suit for their constant disregard to being accurate and clear in their advertising as it pertains to financing and customer service availability.
Here in Canada, Dell Computers is a popular company to have complaints lodged against them with Advertising Standards Canada. And yet, in Canada, they continue to do business practically unscathed.
And The Brick. If there was ever a complete disregard for accuracy and clarity in advertising, The Brick is the granddaddy of nose-thumbing.
So if these big companies can get away with it, why should small business try to be ethical, clear and accurate in their advertising? Obviously, based on Dell and The Brick, there are business reasons to obfuscate terms and conditions, pricing and service promises - at least someone high up in these companies believes this to be true.
First, let's deal with Advertising Standards Canada. This organization is a not-for-profit group which is funded by advertisers. So basically, self-regulation. And Advertising Standards Canada has no power. They can make recommendations, but they can't really punish anyone. That is left up the Federal Ministry of Industry. And humorously enough, or maybe not so funny, is that Advertising Standards Canada relies on the consumer with the complaint to provide all advertising materials with respect to the complaint. If the advertiser doesn't co-operate and supply the suspected and accused advertising materials, then Advertising Standards Canada says they have no choice but to close the file.
Second, let's deal with the personality of many Canadians. Most people just don't find it worth their time to lodge a complaint and deal with the ensuing paperwork that complaining involves. We'd much rather just complain to our friends and family.
Of course, the key element that small business needs to pay attention to is that in the process of complaining to friends and family, the true punishment arises.
(Of course at this point The Brick has so many customers that love the special deals that the punishment doesn't affect them. But if you look at the deteriorating market share for Dell, it is finally hitting home.)
And what is this punishment, you may ask? Loss of business. Loss of credibility. Loss of any brand equity you may have had.
When one person is upset by a business' behaviour, they generally will tell at least 10 people. So at the barest bones of the matter, you have lost the trust of 11 people when one person is dissatisfied, either with your advertising, pricing or customer service.
While small businesses may, in the short term, benefit financially from questionable advertising practices, ultimately you will lose business and lose face in your community.
Be truthful. Don't get in two terrific items and then mark them down dramatically and run a sale ad for those two items. There is value in having loss-leaders, but be reasonable about what the demand will be and be prepared to meet it. If you promise great customer service, be prepared to deliver it.
Be accurate. If there are terms and conditions on a purchase price, say so in very clear, readable type. Nobody likes these kinds of surprises.
Be clear. Don't use mystery language that can be interpreted any number of ways. Tell it like it is. Your customers will appreciate it.
Make it a practice, nay, a policy to always be truthful, accurate and clear in all your dealings with your customers. While they may not verbally thank you, you won't have to guess if someone is out there telling 10 other people not do to business with you. Because, you know, those 10 other people are telling their friends and families too.
Here in Canada, Dell Computers is a popular company to have complaints lodged against them with Advertising Standards Canada. And yet, in Canada, they continue to do business practically unscathed.
And The Brick. If there was ever a complete disregard for accuracy and clarity in advertising, The Brick is the granddaddy of nose-thumbing.
So if these big companies can get away with it, why should small business try to be ethical, clear and accurate in their advertising? Obviously, based on Dell and The Brick, there are business reasons to obfuscate terms and conditions, pricing and service promises - at least someone high up in these companies believes this to be true.
First, let's deal with Advertising Standards Canada. This organization is a not-for-profit group which is funded by advertisers. So basically, self-regulation. And Advertising Standards Canada has no power. They can make recommendations, but they can't really punish anyone. That is left up the Federal Ministry of Industry. And humorously enough, or maybe not so funny, is that Advertising Standards Canada relies on the consumer with the complaint to provide all advertising materials with respect to the complaint. If the advertiser doesn't co-operate and supply the suspected and accused advertising materials, then Advertising Standards Canada says they have no choice but to close the file.
Second, let's deal with the personality of many Canadians. Most people just don't find it worth their time to lodge a complaint and deal with the ensuing paperwork that complaining involves. We'd much rather just complain to our friends and family.
Of course, the key element that small business needs to pay attention to is that in the process of complaining to friends and family, the true punishment arises.
(Of course at this point The Brick has so many customers that love the special deals that the punishment doesn't affect them. But if you look at the deteriorating market share for Dell, it is finally hitting home.)
And what is this punishment, you may ask? Loss of business. Loss of credibility. Loss of any brand equity you may have had.
When one person is upset by a business' behaviour, they generally will tell at least 10 people. So at the barest bones of the matter, you have lost the trust of 11 people when one person is dissatisfied, either with your advertising, pricing or customer service.
While small businesses may, in the short term, benefit financially from questionable advertising practices, ultimately you will lose business and lose face in your community.
Be truthful. Don't get in two terrific items and then mark them down dramatically and run a sale ad for those two items. There is value in having loss-leaders, but be reasonable about what the demand will be and be prepared to meet it. If you promise great customer service, be prepared to deliver it.
Be accurate. If there are terms and conditions on a purchase price, say so in very clear, readable type. Nobody likes these kinds of surprises.
Be clear. Don't use mystery language that can be interpreted any number of ways. Tell it like it is. Your customers will appreciate it.
Make it a practice, nay, a policy to always be truthful, accurate and clear in all your dealings with your customers. While they may not verbally thank you, you won't have to guess if someone is out there telling 10 other people not do to business with you. Because, you know, those 10 other people are telling their friends and families too.
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