About Kathy Garland

As business owners and entrepreneurs we can be our own worst enemies. Firstly, we are overly passionate about what we do, and secondly we are highly critical about what we deliver in terms of our product or service. The first is dangerous because we can be so passionate that we just can’t understand WHY people aren’t buying from us. The latter only adds to the problem, because when they do buy, we are hesitant to ask for customer feedback . in case we didn’t meet expectations.

The Result – we REALLY don’t know if we are delivering a product or service that is different and exceptionaland if we aren’t providing SOMETHING that is different and exceptional, then guess, what.you can kiss your business goodbye!

Often overlooked as one of the key components of marketing, is the litmus test of whether we really have a product or service that is in demand. The scary thing is, we can spend a ton of money and time on savvy promotional activities and then see only minimal results because we AINT delivering!!

Companies that are true success stories have created something that makes them exceptional. It might be the taste of the cookie (Mrs. Fields), the experience in the coffee bar (Starbucks), the predictability, price and speed of the burger (McDonalds) or the status and performance that comes from the vehicle (Ferrari).

So are you really providing a superior product or service or experience? When is the last time you checked on this? How you do you find out?

If you are saying ABSOLUTELY..then I’m double daring you to prove it. If you aren’t sure, then congratulations, you have a realistic and healthy outlook on your business. If you are pretty sure you DONT have a good product or service, then it’s time to make some drastic changes NOW or GET OUT of what you are doing.

ASK
The best way to improve upon your product or service is to continuously get feedback from your clients. But here is the kicker. YOU can’t ask them, because they will LIE!! They will always find something good to say to you.

BUT when someone else asks on your behalf and there is a level of anonymity.watch out! Now you will get some REAL feedback (if it’s done properly).

There is a couple of ways you can ask your customers or target audience. One is through anonymous online surveys using software such as www.surveymonkey.com.
The other is to ask them over the phone or in person. The first is fast and cost effective, but response rates are typically dismally low. The latter may take longer and cost more, but will provide you with much more robust feedback.

Find out why they chose you, and if the product/service met their expectations. Find out what they benefited from the most and what they would improve. Consider holding a client advisory board where your very best clients are in the room and then with the help of a very effective moderator, ask them one questionIf they ran your business what would they change or do differently?

COMPARE
When is the last time you scoped out your competition? This is something we tend to stop doing shortly after starting our business, but really, we should keep a handle on it all the time (realistically, even once a year would be great)! Ghost shop them as a potential customer, scour their websites, test your differentiations by asking them specific questions. Run blind comparisons with your target audience.

In a nutshell, if you want to keep your marketing dollars at a minimum, then over deliver on your product offering! The good gossip (a phrase coined by my good girlfriend Kim Duke, the Sales Diva) will take care of the rest!

What can you TODAY do to make your product or service EXCEPTIONAL?

Like this article?

Subscribe to Cidnee’s FREE bi-weekly marketing tips at (http://www.strategiesforsuccess.ca/tips.htm) for small businesses and also receive a special report on the 7 Steps of Marketing Success.

About the Author

Cidnee Stephen is the owner of Strategies for Success – a marketing company that focuses on the needs of budget minded small businesses and professional services. She has helped hundreds of small businesses get out of their peak and valley ruts to finally achieve that next vital level of success. Cidnee is also a sought after speaker, writer and blogger on marketing topics that affect small businesses and B2B service based operations.

Feel free to use this article as long as you include the following:
by Cidnee Stephen of Strategies for Success http://www.strategiesforsuccess.ca

About Kathy Garland22448About Kathy GarlandKathy Garland is a business coach focusing on women entrepreneurs andexecutives. During her sales and marketing career, Kathy led award-winning design firm, Yamamoto Moss, to nearly 1000% sales growth and consulted with clients such as Royal Caribbean International, 3M, American Express and
Northwest Airlines on managing and protecting their brands.

Currently she leads women leaders to business growth by facilitating vision, strategic planning, brand development and sales strategies. Her programs include individual coaching and mentoring as well as teleseminars, workshops and weekend retreats. In addition, she has led training for employees at General Electric, Home Interiors, Maid Brigade, State Farm, RexDirectNet, 3-Day Blinds and Scissortail Publishing and is on the coaching staff for BNSF leadership training.

Kathy has been speaking for over 12 years on branding and business growth topics. She has been featured at conferences and meetings including the ASWA National Conference, BAPS Women’s Leadership Conference, eWomenNetwork , WorldWIT International Conference, Plano Chamber of Commerce, Microsoft VAR conference, BPW, Ft. Worth Entrepreneur Expo, Public Relations Society of America and Women In Communications International to name a few. Jeff Crilley, Emmy-award winning TV reporter, says about her,She’s such a giving and entertaining speaker. She gives the sizzle along with the steak.

Kathy is is an eWomenNetwork member, Premier Coach and Business Matchmaker as well as a member of Speaker Coop.

In her personal time, she loves travel and a passion is to do something on each vacation she’s never done before, like flying in a glider plane or swinging out over a canyon. Her next planned adventure is to take a trapeze class. She is a volunteer teacher of The Artist’s Way program in her community.

More information about Kathy and her programs is at www.kathygarland.com and her blog is at www.kathygarland.com/blog.