Due to the unprecedented circumstances surrounding the Coronavirus Disease (COVID-19) crisis, some products supplied by Pollock Orora may not be cancelled or returned. These high-demand products include, but are not limited to, the following: gloves, sanitizers, disinfectant chemicals and wipes. Products ordered now are considered firm commitments to purchase and are considered non-cancellable and non-returnable. Orders cannot be cancelled and the product ordered cannot be returned for any reason other than a manufacturing defect. We will make every attempt to meet your requested needs, both during this crisis and for many years in the future. We appreciate your understanding as we all work to get through these challenging times.

3 Proven Ways to Communicate with Upset Customers

Angry customers happen. No matter how good of a product or service you provide, it won’t be perfect.

And sometimes, you have just downright unreasonable customers. Others, you have to deal with someone who’s just having a rough time in life.

There’s an infinite number of reasons that customers become upset.

And here’s how you can deal with them in an effective way:

1. Listen and Show You Understand

Merely reciting the words “I understand” doesn’t build any confidence in your customer. You may have had the same experience. But you haven’t demonstrated you actually do understand.

So instead, show your customer you truly do understand their situation.

If they come to you and say,”We’re not getting the promised discount,” then you simply respond with,”Oh, I’m sorry to hear you’re not getting the discount as advertised.”

That’s much more powerful than saying,”I understand,” or,”Sorry to hear that.”

And that’s because you’ve just communicated that you got the message from your customer loud and clear.

They’ll almost instantly calm down in nearly every case.

2. Humility Makes You Appear On Your Customer’s Side

Ultimately, your customer service time is on your customer’s side, no matter what. You want to provide good customer service so your customers come back to you again and again and say good things about you to others.

But it’s your own mindset that really goes a long way in communication.

So, that’s why it’s important to really have a humble attitude.

And that means approaching the situation as if you don’t really know what’s going on (yet). Also called “the beginner’s mindset,” this simply means asking customers questions until you get to the root of their problem.

You are the expert.

But you don’t fully understand this customer and their situation yet.

Keeping that mindset in place helps your customer stay calm and feel more comfortable talking to you.

It’ll be much easier to fix their problem as a result.

3. Have a Bag of Go-To Tricks Ready

Some customers are just downright difficult. For whatever reason, it’s impossible for you to get them to calm down and move forward.

That’s okay. You’re not in control of other people and their thoughts or emotions.

But, you can still go to your bag of sneaky tricks to try to steer the situation towards an amicable resolution.

For example, you might try these:

  1. Put the customer on a hold (even if not necessary) to de-escalate the situation (use only when your judgment indicates this has a high likelihood of working)
  2. Set up a screenshare or point your customer to a video to show them what works, rather than trying to explain it
  3. If you get a customer who just doesn’t want to trust you, tell them you’ll ask your colleague for the solution

Customer service isn’t easy. But with these techniques at your disposal, you can turn more angry customers into raving fans.

3 Researched and Proven Benefits of Remote Work

If you’ve had employees come into the office for some decades, it may be difficult to see a reason for change.

But, COVID may have forced you to embrace remote working to a degree.

While you may be in the process of returning to the office, you don’t know how long these COVID variants will float around.

They could cause disruption for years into the future.

And so that makes you wise to have your contingency plans in place. Even though remote working may not be what you’re used to, it’s far from a bad thing.

In fact, your employees may even be happier and more productive when not in the office. Check out this research for proof:

1. Employees Who Work from Home Are More Productive

Many studies show this. It’s now to the point where you really can’t deny it anymore. And this includes studies during COVID-19, when workers have had their family members home with them.

One Stanford study of 16,000 remote workers found the average worker was 13% more productive.

Another survey found that 77% of employees who work from home at least a few times per month get more work done.

Still another study found that productivity increased by 47% from March 2020 when compared to March 2019.

Some studies do suggest mixed results.

One found that employees who worked from home on boring tasks didn’t get those tasks done as fast as the employees who worked from the office.

The theory was they sought a little more distraction from the monotony of their work while at home.

2. Attract Top Talent

The best employees want to work from home.

A FlexJobs survey found that 65% of employees surveyed want to work from home full-time (in the post-pandemic economy), while 31% want the ability to work from home or the office.

In other words, 96% of employees want to work from home to at least some extent!

3. Remote Workers Will Work More

Not only will they, but they already have. US working hours actually increased 40% in March 2020 when COVID broke out, which was an increase of 3 hours per day.

Employees spent 10% more time in meetings during the week.

And no other country saw such a massive increase in work hours.

At the same time, this appeared to have come at a cost. Consulting firm Eagle Hill found that 45% of workers felt burnout already in April 2020.

So, work-life balance, which can be one of the benefits of remote work, can also be threatened.

You can decide whatever you want. And now, you have more data available to help you make the best decision for your company.

Back to Business: Can Your Workplace Require the COVID Vaccine?

With COVID variants now becoming more prevalent throughout the US, businesses have to begin questioning their return to work policies.

It’s hard. COVID keeps changing. The CDC continues to adapt. And not all information is necessarily known about COVID.

So let’s talk about some of the most important considerations as you decide how to handle your approach to the COVID vaccination:

1. Can You Require Employees to Have the Vaccination?

Yes. Federal law appears to support the right of both the Federal government and private employers to require employees to get vaccinated.

Employees have the right to refuse. But they don’t have any legal protection after that.

At the same time, if the employee has a disability, medical condition, or sincerely held religious belief, civil rights laws may entitle them to legal protection.

And finally, the employer must make reasonable accommodations if an employee refuses the vaccination based on the previously mentioned grounds.

This comes from Sharon Persley Masling, an employment lawyer in charge of the COVID task force at the law firm Morgan Lewis.

Exemptions to the vaccine actually have quite broad protection. For example, courts have determined that veganism constitutes a religion. An employee would be protected from having to get a vaccine containing any animal product, for example.

2. Employment Lawyers Expect Businesses to Compromise

Some industries, like the medical industry, are taking the strong stance that their employees need to get vaccinated…or lose their jobs.

But on the whole, businesses are still figuring out how they want to respond to the COVID vaccine.

Employment lawyers expect that businesses, for the most part, will compromise with employees.

You’ll have to decide what that looks like at your business. But, remote work is quite easy to implement here in 2021.

It respects the rights of all involved. And everyone stays safe. Plus, many studies show that employees who work from home are happier and more productive.

3. A Better Way to Make Vaccinations Happen

Simply requiring your employees to get the vaccination is an easy wand to wave. But, in terms of practical results, it may not get you what you want.

A better approach may be to encourage the vaccine and incentivize the behavior. For example, David Bronner of Dr. Bronner’s Soaps, is offering employees a $1000 bonus for getting the vaccine.

Dr. Bronner really did not want to create a negative us-versus-them situation.

It’s definitely not an easy thing to decide what to do with the COVID vaccination. However, you can create a win-win situation that works for everyone.

Be willing to make changes and accommodations of your own. It’ll keep your employees, and your revenue, safe during a tumultuous time.

How to Recognize and Address Customer Service Burnout

You can’t really measure “burnout.” It’s not a diagnosable medical condition. But you can learn to recognize it.

Customer service professionals have to deal with angry, frustrated, or concerned customers much of the day.

It’s simply difficult for any human mind to operate in that state for around 2000 hours per year without suffering negative effects.

How Do You Know Your Customer Service Rep is “Burned Out?”

So let’s start with identifying burnout. How do you know if your rep is becoming “burned out?”

Here are the telltale signs and symptoms:

  1. Frequently angry with themselves, customers, or colleagues
  2. A short, snippy attitude that’s easily triggered by small things
  3. Increased mistakes on tasks normally done easily
  4. Appearing as though they no longer care to do a good job
  5. A defeated, worn-down posture
  6. Complaints of headaches

Burnout is a situation to avoid. Clearly, when your customer service reps feel burned out, they’re not going to offer great service.

And that means angry customers, and most likely permanently lost customers.

You’ve probably felt burned out at least once in your life before, whether that was at work or in your personal life.

How Do You Deal with Burnout?

Now that you know how to identify burnout, what do you do about it when you observe it?

Here’s a simple plan:

1. Talk with Your Employee About It in a Safe, Non-Judgmental Way

Punishing burnout won’t make it go away. It’s simple and easy to accuse your employee of not doing good work and tell them to “shape up.”

But that won’t improve their performance because you’re not addressing the root issue.

The number one thing you can do is have a safe, casual, and objective conversation about what’s going on.

That way you can actually understand the problem, build a relationship, and more than likely move forward on a successful path again.

2. Encourage Employee Self-Care

Burnout comes from working too hard for too long in too high of stress. Your employees must understand how to manage this on a long-term basis.

Make sure they have every resource available: counseling, breaks, vacations, a fun and motivating work environment, healthy eating resources, and information on the mental health benefits of exercise.

When employees take care of themselves, they avoid the negative mental trap that feeds burnout: feeling like the situation will only get worse.

And their attitude improves, even though they’re doing the same things for the same hours every week.

3. Meet with Your Employees Regularly

A team leader regularly checks in with their employees to see how they’re doing. In other words, you want to be highly concerned with each employee’s personal and professional welfare.

You should be constantly monitoring this and helping your employees to stay in good mental health because that’s the place from which their performance flows.

If you do these three things, you will catch burnout before it becomes a major problem.

It means happier team members, satisfied customers, and more consistent revenue.

2 Leading Causes of Warehouse Injuries And What to Do About Each

Liberty Mutual released its annual Top 10 Causes of Disabling Injuries report.

And, while it doesn’t specifically study warehouses only, the injuries certainly apply.

So, take a look at the leading reasons for injuries. And then learn what you can do to prevent them:

1. Handling Objects

Yep. The very reason you have warehouse workers in the first place is the leading cause of injuries to them.

But, someone needs to do this work. We don’t have robots available to do it all for us.

What could be the underlying issue at play?

It may be a focus on speed. A recent report by the Strategic Organizing Center, a coalition of labor unions, shows that Amazon workers experience an 80% higher injury rate than the typical warehouse worker.

And they also tend to experience more injuries.

So what can be done?

Both you and your employees have a responsibility here. You need to encourage breaks and give your workers time off.

While speed is important, you can’t make it happen at the cost of your warehouse team’s physical health. Otherwise, you won’t have people available to do the work.

At the same time, they need to stay in decent physical shape. Part of Amazon’s response to warehouse injuries has been to teach their warehouse workers to think of themselves as “industrial athletes.”

Basically, the point was warehouse workers need to stay in decent physical condition as a general lifestyle to help reduce their risk of injury.

This appears to be a complex issue. And it may require a high degree of analysis and innovation at your warehouse.

2. Falls on the Same Level

Coming in second place according to the Liberty Mutual report, and this was a reasonably close second place, are falls on the same level.

Fortunately, the solution to these may be less complex.

Part of the problem can be employee fatigue and diminished ability to concentrate. So that’s why you work your team reasonable hours and give them plenty of break time during the day.

And of course, you’ll have to implement a system for quickly catching potential hazards and notifying your employees about them.

Employees need to have adequate time to learn and do their job. They need regular training on how to prevent falls. And you should have a dress code which includes showing employees how to inspect their footwear for proper tread so they don’t fall.

You should also let your employees be your eyes and ears when out on the floor. A small management team simply cannot oversee things as well as a large team of warehouse workers.

So encourage employees to speak up. And perhaps create a reward system for meeting workplace safety goals.

There’s plenty more to warehouse safety. But that’s all the time and space we have for today.

However, you still have plenty of info and action steps you can take to reduce warehouse injuries and increase productivity.

3 Post-Pandemic Customer Service Trends to Know in 2021

How has the pandemic changed customer service? Will these changes remain in 2021 and beyond?

COVID-19 totally blew up how business works. And by extension, customer service had to adapt as well.

So let’s get right to the emerging customer service trends to understand in 2021 and beyond:

1. Working Remotely? Good! Keep Doing It

It can be challenging to shift to new ways of doing business. Will your new approaches be as successful as traditional methods? Or will they blow up in your face and cause all sorts of stress and chaos?

PwC, a prominent consulting firm, conducted a survey to learn a little more about remote work.

It turns out that 74% of employees want to work from home at least two days per week.

But so what? Is that really the best thing for your company?

Well…yes!

73% of execs say remote work has been a success.

There’s no one right way to make the decision. But it’s clear that working from home, at least to some degree, is a positive for your organization.

2. Baby Boomers Have Shifted to Purchasing Online

Those 65+ have historically resisted technological adaptation to a high degree. They would prefer to go to the store, ask an employee questions, and actually touch and manipulate the product they wanted to buy.

Or they’d rather call a customer service line.

But COVID finally forced them to adapt. And adapt they have.

Baby boomers now have much greater comfort watching a how-to video, reading a FAQ article, sending an email, or talking to a rep by chat.

In fact, live chat has now become the second most popular way to interact with customer service!

Baby Boomers make up about 70 million of our nation’s 328 million people (21.3%). And now you have this additional massive demand on your customer service department.

You’re wise to consider customer service solutions that scale well with increased demand (how-to articles, FAQs, videos, and so on).

3. Customers Want Empathy More than Anything Else

If there’s one thing you can do for your customers, it’s treating them like real human beings with unique emotions and needs.

Research found that customers value empathy more than any other customer service skill.

This includes friendliness, knowledge, and even an answer to their question.

For example, Zappos created a customer service line when customers could literally talk to a rep about anything…even if it was completely unrelated to any products they sold (clothing and shoes).

What an amazing way to stand out during such a bizarre time in life!

So yes. Customer service is looking like a completely different ballgame here in 2021 and beyond.

And now you know what to work toward.

An Exciting Example of Retail Packaging Turbocharging Sales

It’s easy to forget about your retail packaging. And especially so if your sales are doing well.

But Dark Horse, a wine company, changed its packaging to better reflect the taste of its wine and increased sales by 15% year-over-year. This also blew away the average sales increases for the same time period versus other wines in the same category.

And the changes weren’t even necessarily that dramatic. The label and packaging gave the product a slightly darker look than before. Just three words were added to each label to give customers an idea of how the wine tasted. And the logo, a horse head, was made a bit more prominent.

When first on store shelves (prior to any packaging design change), Dark Horse took the industry by storm and generated tens of millions in sales in just its first year.

So it was really doing just fine. But the company, along with its marketing agency, learned that competitors were getting edgier in their marketing too. So Dark Horse was starting to blend in with the competition.

They saw that they could more clearly communicate about the wine’s taste also. That would be a win for customers.

The company’s goal is also to bring new people into the wine category. They weren’t necessarily looking to simply stand out to existing wine aficionados.

One Particularly Notable Example of Standing Out from the Competition

The labeling for Dark Horse’s rose-flavored wine was actually just like everyone else’s labels.

In that category, rose usually has a white or silver label and cap with a light-colored typeface.

But to stand out, Dark Horse went with a coppery-pink label, a black horse head logo, and a black cap.

Of course, this stands out when you see Dark Horse wine on store shelves.

The Proof is in The Results

Consumers were surveyed about the revamped labeling for Dark Horse. And they agreed that the new label helped them markedly versus the old labels.

A third-party evaluation of consumers found that nearly twice as many consumers would purchase Dark Horse wine with the new labeling.

Not only that, but Dark Horse has the highest packaging perceptions amongst all of its competitors.

The Top Clue That Made It Clear This Would Work

With any business initiative, you want to have some sort of leading indicators you can study that will tell you whether your new approach will work, right?

Well, in the case of Dark Horse, consumers, retail partners, and Dark Horse’s own sales team all agreed the new labeling was awesome.

And the proof, as you have read, came in the results.

By the way, you can read the full Dark Horse story here.

3 Things Customers Don’t Like about Your Retail Packaging

Done right and your product’s packaging increases the prices you can charge and attracts more raving happy customers.

But make any of the below mistakes, and you end up costing yourself customers. And even a lot of customers.

So let’s get right to the top problems your retail packaging can cause your customers:

1. It Tears Too Easily

Ever opened a bag of food, only to find it tore without any problem and splattered the contents all over the place?

What a disappointment for your customers!

Not only have they wasted money, but now they can’t satisfy their appetite either.

While food packaging is a great example, this isn’t limited to just food products. This can be true for any product.

When was the last time you tested your products’ packaging for ease or difficulty of opening?

Make sure you give it a run so you know you’re giving your customers a good experience.

2. Not Environmentally Friendly

While environmentally friendly packaging is certainly a requirement in some industries, it’s becoming a requirement for nearly every industry.

A 2020 report by the National Retail Federation and IBM’s Institute for Business Value found “57% of consumers are willing to change their purchasing habits to help reduce negative environmental impact.”

This also means many customers will pass you up if your competitors offer an eco-friendly option.

3. You Use Plastic Packaging

We get it: plastic is the cheapest option available.

But customers really hate it because of its environmental impact.

In fact, one survey found 87% of Amazon’s shoppers would choose something other than plastic if given the choice.

Based on its 2019 sales volume, which as you know is much less than it’s been since COVID broke out, Amazon generated enough plastic to circle around the earth 500 times.

Many retailers continue to hold onto plastic packaging, despite all the strong evidence available that consumers really don’t want it at all.

Even if you make plastic that can be recycled, consumers don’t necessarily take the time to actually recycle it.

The problem here may be looking too closely at the short-term in favor of the long-term.

Yes, environmentally friendly packaging will take time to create and cost you more up-front.

But, you have to analyze the long-term benefits: customers are happier, buy more, and have more willingness to talk about you to those in their social circles.

So that’s what customers really don’t want to see with your packaging.

Now it’s up to you to decide what to do with it…or let your competitors innovate and get ahead.

How to Spice Up Your Holiday Packaging for More Sales in 2021

Yes. You should have holiday-specific packaging where it makes sense.

Consumers are busy. Many won’t have time to wrap your product as a gift. And simply saving them those few minutes can be the difference between making a sale…or not.

In fact, 67% of consumers don’t like to wrap gifts. This might be a little on the Grinchy side. But it’s the reality of the American marketplace.

What, in specific, should you do to make your particular holiday packaging more appealing to consumers so they choose you…and not your competitors?

Find out below:

1. A Holiday Look

So this is pretty obvious.

But your competitors won’t necessarily switch over their packaging to appeal to consumers during the holidays.

Simply taking that time and effort can be quite a win for you.

And your competitors, since they’re stuck in their ways, likely won’t take the time to adapt until well after you’ve snatched a good chunk of the holiday market share.

2. Custom Tissue Paper, Stickers, and Tape

What do all three of these materials have in common?

They’re low-cost and high-ROI!

Wrapping a product or lining the inside of your product’s box with custom tissue paper instantly gives it a premium look.

Stickers act as a focal point. They’re your best opportunity to print the most compelling details about your brand.

You can use custom tape to liven up plain cardboard boxes. Minimum order quantities can be quite high for custom-printed boxes. So this is a great way to make mailers stand out.

3. Personalized Labels

So in this case think of a premium liquor. Allow your customers to make their own label with a unique message, their name, and the date.

How special does that make them feel?

Or, maybe you remember the ShareaCoke campaign.

Coke allowed you to create a bottle with your friend or loved one’s name on the label. The campaign was so effective that it increased Coke’s share in the product category by 4%, while also increasing consumption by young adults by 7%.

Any way you can personalize your products will go a long way in growing your sales during the holiday season.

4. Don’t Feel Obligated to Be Traditional

Red, green, and metallic colors and looks dominate retail packaging. But, you don’t need to go the same route.

You can really go with any color scheme. As long as you keep an obvious holiday theme, you’ll be fine.

Going non-traditional could be just the thing to do that differentiates from the competition. And any time you can differentiate, you’ll win more sales.

So if you take the time to make holiday packaging available for your products, it will be a nice win.

Consumers will pay more. Your margins will increase. And you’ll snag more sales in a competitive market.

How to Incent Your Customer Service Reps to Top Performance

Your email inboxes have days-old emails. Hold times have become way too long. And many customers just plain get forgotten.

It happens in customer service.

It may or may not actually be your service team’s fault. After all, your company could be experiencing huge growth that you just don’t have the manpower to handle.

And maybe COVID has caused you to fall back to a barebones customer service department.

Whatever the cause of your customer service challenges, you always want to provide the most motivating work environment possible so you get the best performance out of your reps.

It’ll only accelerate your recovery as the return to normal takes shape.

Currently, just 39% of American employees feel engaged in their jobs, according to Gallup. That’s up from 36% in 2019. And it’s up from 29.6% in 2013.

But the fact that 61% of American workers do not feel engaged in their jobs speaks loudly!

More than likely, nearly ⅔ of your employees really don’t care all that much about their work.

And of course, they’re not going to deliver quality service if they don’t care.

Ultimately, you can’t fix all motivation problems. They may originate with personal issues inside your employees over which you have little control or influence.

But you can still compensate your reps in ways likely to provide the most motivation. Here’s what to do:

1. Employees and Managers Need to Trust One Another

The foundation of success for any incentive pay you offer rests on the level of trust between employees and management.

The two have got to be on the same page for everything to work.

Imagine yourself as an employee with a manager you didn’t trust. Everyone has had one.

If they paid you any incentives, that was nice. But you’d much rather work for someone you get along with who you think has your best interests at heart.

2. Incentives Must be Easy to Track

Your performance metrics must be abundantly clear.

Reps need to know exactly what they need to do so they can increase their performance.

And this also eliminates any potential for jealousy or discord among your employees because they have no argument as to how incentives work.

3. Balance Among Metrics Tracked

The performance metrics you track must emphasize quantity, speed, and customer service quality/satisfaction.

Otherwise, the system could be easy to manipulate. An employee could give everyone a refund.

But that doesn’t mean they’re doing their job.

Balance these categories of metrics so you reward truly the best performance.

4. Include Employee Feedback

You won’t develop the perfect incentive system the first time around. No one can.

Work out the wrinkles with help from your employees. You’ll end up with a system that suits your company and provides a motivating work environment that attracts top-tier customer service reps.

Creating an effective incentive system is not as simple as it sounds.

But follow these steps, and you will find yourself with one that works for your company.

3 Overlooked Business Reopening Strategies

Americans are itching to get out of their homes. Ask anyone about this, and you’ll hear them communicate some restlessness and desire to get back to normal.

Businesses harmed by the isolation caused by COVID-19 may see their fortunes reverse explosively here in the coming months.

But many overlook sound business sense. And when you only have limited ability to deal with so much during a chaotic time, it’s easy to forget actions you should take until it’s too late.

Here’s what to look for as reopening continues:

1. Don’t Rush to Cut Costs

Still hanging on by a thread and waiting for consumers to gain their confidence?

Cutting costs isn’t necessarily the right thing to do. You may have to cut costs to keep going.

But only commit to doing so after careful consideration of your long-term ability to generate revenue if you have to cut costs.

Do your best financial forecasting with and without your cost-cutting measures so you can estimate the effects of those changes.

Cost-cutting may end up being the right decision. But don’t jump to it first without careful analysis.

2. How to Motivate Associates to Return to Work

Associates aren’t necessarily getting a bad deal by staying home and collecting unemployment. And the benefits will last for a while yet.

Motivating associates is tough work. Do you use a carrot or a stick? A little of both?

It can be hard to decide what to do and when.

First, make it easy for your associates to get back to work. Be willing to let them work from home. People who work from home are happier and more productive.

However, if you can’t get the productivity that you want out of your associates, then let them know you may need to let them go.

Many American workers are highly concerned with losing their health insurance. That may be the motivator they need to return to work.

3. Always Test New Revenue Models

If there’s one thing that COVID-19 has taught us, it’s that the entire world can change in just the matter of a few days.

A catastrophe as extreme as COVID likely won’t happen again for a long, long time.

But, the market always changes.

Rely on your go-to revenue generation strategies as your foundation like you always do.

But, always put a chunk of change to the test with a new strategy. More than likely it won’t work.

However, you will have experience you can use to make better decisions. And you eventually will find more revenue streams that far outweigh your investment.

The more diversified you are, the safer you are in any market.

There’s one word that never describes business: easy.

But armed with these tips, you now have a better approach that protects your position in any market.

3 Forgotten Back to Business Strategies for 2021

Want to win the return to business war in 2021? Truthfully, it’s not as hard as it seems.

Here’s what focus on:

1. Work on Building Lifelong Customer Relationships

Business is really nothing but hundreds of millions of interactions with customers.

But most businesses don’t understand this obvious truth. That’s evidenced by customers’ extremely low trust in businesses.

Data from Hubspot reveals this about consumer trust:

  • 55% don’t trust businesses they buy from as much as they used to
  • 65% don’t trust company press releases
  • 69% don’t trust advertising
  • 71% don’t trust sponsored ads on social networks
  • 81% trust their friends and family’s advice over what businesses say

Consumers go to third-party review websites like Google or Yelp before patronizing any business.

The point is to go above and beyond in your customer relationships. Most companies don’t.

Customers expect that when they need help, their favorite business will leave them hanging.

So when you come through, you stand out and win customers who stick with you through thick and thin.

2. Have a Precision Understanding of Your Core Customer

You likely have several market segments you serve. But one segment stands out above the rest and is really essential to your survival.

How well do you know their hopes, dreams, and pain points?

Are there ways in which you can improve in addressing those? Do your competitors have a step ahead of you in any of these respects?

If you think about this point long enough, you’ll realize that again it’s all about the relationship.

You can only have a relationship with your customer if you understand who they are and how to solve their problem.

The better you stay in touch with that, the harder you are to beat in the business arena.

3. You can’t Avoid Social Media – It’s Essential to Your Success

No matter how traditional your business may be, you have to work on being present on social media.

Baby boomers, who used to prefer shopping in-store versus online, have shifted to buying online because of COVID.

Plus, in general, 52% of new brand discovery happens on social media. And social media ad spending has risen every year, hitting $50 billion or so here in 2021.

Social media is more of an asset than you think. You can gather specific market data (age, gender, location, interests, and more) when you advertise on various social channels.

This is the type of data that cost 6-7 figures 20 years ago.

If you notice, there’s nothing special about these tips that makes them only apply now. They’re timeless. They’ll work in any business climate.

It seems strange. But most businesses overlook these strategies. If you take the time to really master them, then you’ll easily own the market during the 2021 recovery and beyond.