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Saturday, April 19th, 2014

marketing medical procedure 2 179x300 A WOW Marketing ProcedureThroughout my days as a professional marketer, I could never understand why doctors write with such poor penmanship when giving prescriptions. In fact, the sloppy practice has always annoyed me.

When I’d get a prescription and attempt to decipher it myself, a flurry of questions would race through my mind such as:

Would the pharmacist get my prescription right?
Doesn’t it slow things down and add to unnecessary increases in human errors.
For a profession in which errors can lead to death, shouldn’t processes be handled with more care?
And, who do these elitist doctors think they are?

Well, after struggling with a bronchitis condition for the past 3 months, I finally decided to see my doctor and was amazed, excited, happy and extremely pleased to get my prescription via a computer printout – WOW!

Such a simple procedure, easily taken to the next level and is now REMARKABLE to me. And, I’m sure it’s remarkable to others too.

‘Remark’able I say because I’ve told over 10 people in 2 days about this seemingly small, but most gratifying experience.

With this simple procedural improvement, I’m more jacked about my doctor than ever before. They’re more professional, state-of-the-art etc.

Are there simple practices that you can review and through a few easy steps surprise and delight your customers?

Can you improve your invoices, meeting minutes and more to make them WOW documents and procedures.

I’ll bet you can.  And, if you spruce things up a bit I promise you that your customers will bet on you in the future!

P.S.: Now, I’m sure my doctor isn’t the only one with computerized prescriptions. Which begs the question, “Why didn’t they do this 10 years ago?” Be first, be daring, be different! Why wait for others? Do the right things…right now.

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 30 Ways to Wow Now

When was the last time you were truly ‘WOWED?”

I bet you remember the moment because it probably doesn’t happen to you often. And, I’ll bet you’ll agree with me that there’s a depressing lack of “WOW” in the world today!

Merely doing satisfactory things for satisfied customers, friends or family is a ‘greens fee’ today.

However, to make a long lasting impact in your relationships – personal or professional – you have to really ‘bring it” these days. It’s the best way to get others to remember you and to spread your good word to others.

And sadly, the majority of us do not.

We do the least required to get along and wake up wondering why our relationships ended. I suggest that a lot of relationships break up because of a lack of wow and mutual appreciation.

How do you wow?

I find that it’s best for me to practice and plan to wow. What works best for me, is to bake a little wow into my marketing processes so I don’t forget about how to wow.  That is, I work hard to review my tasks in front of and behind me, to see if I have any wow opportunities and then take steps to take advantage of them.

Here are 30 ways to you can wow people now and get ahead in your life.
  1. Say “yes” often
  2. Guarantee results
  3. Be quick to respond
  4. Inspire others to action
  5. Be kind, nice and courteous
  6. Add value to someone’s life
  7. Smile and maintain eye contact
  8. Find ways to surprise and delight
  9. Send handwritten thank you cards
  10. Offer options instead of mandatories
  11. Anticipate others needs and satisfy them
  12. Provide individualized customer service
  13. Be in the moment, focused and actively listen
  14. Write notes when taking input and directions
  15. Have manners – say ‘’please” and “thank you’
  16. Be enthusiastic, optimistic, happy and pleasant
  17. Be sincerely grateful and humble with your successes
  18. Prove your concern with an exacting attention to detail
  19. Be welcoming, approachable, reachable and hospitable
  20. Follow-up regularly to build relationships – reach out first
  21. Be organized, clean and stress free – a welcome, caring refuge
  22. Reward friendship and loyalty with unexpected acts of added value
  23. Get feedback after your actions and provide service “after the sale”
  24. Find out what’s been bothering someone and customize your solution
  25. Be calm, understanding and accept responsibility when you fail or lose
  26. Do ‘remark’able signature work with the basics and in any encounter
  27. Be trustworthy – keep your promises and respect others in their absence
  28. Keep your promises – in fact, underpromise and overdeliver
  29. Freely share insight and knowledge
  30. Always follow the “Golden Rule

Do you have any to add?

I’m far from perfect, that’s why lists like these help me.  Try just 2 or 3 this week and I’ll bet you’ll see an immediate positive impact in your relationships.

Sure, these wow tips might be common, but like most common things they work and they’re easily overlooked, forgotten and opportunities become lost.

Remember…“To do a common thing, uncommonly well, brings success.” – Henry John Heinz – yeah…that Heinz!

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harris trusted industries 2003 2010 dec10 300x225 10 Ways to Build Brand TrustIf you’re looking for a way to truly build your business in a uniquely profitable way, put a plan in place to build customer trust in your brand.

I say unique, because when you consider this chart, you’ll see that many industries are not highly trusted. This online U.S. Harris Poll was conducted on November 8 and 15, 2010 among 2,151 adults 18+.

Trust in a brand (personal or business) is the keystone of all relationships. By doing the right thing/s, you an earn a person’s trust, but it’s easy to lose it – and you can lose it quickly – practically overnight regardless of your past reputation.

Here my 10 ways to build trust:

  1. Be authentic – be real
  2. Lead with integrity and humility
  3. Be honest, don’t lie and always tell the truth
  4. Be objective, fair and consistent in your actions
  5. Don’t gossip – respect people in their absence
  6. Keep your promises by doing what you say you’re going to do
  7. Don’t take people for granted – anticipate needs, don’t just react
  8. Be open and transparent on your dealings and provide clear information
  9. Always do your best and give your engagements everything you’ve got
  10. Be a Servant Leader by putting others best interest ahead of your own

If you follow these 10 ways to build trust in your brand, “they (your customers)” will come again and again.  Trust me.

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Wrong Way Sign 202x300 Take it Easy on Your CustomersTwo things happened to me over the past two days that made me question how easy we all are in conducting our business and how ridiculously absurd retailer practices are at times.

Yesterday, I had dinner with some old friends at a quaint family owned and operated Italian restaurant. The restaurant menu, had seven specials listed with no descriptions – just the entree name – and no prices. However, the rest of the menu had full menu descriptions and prices.

The server simply passed out the menus and offered no detail or prices. I wondered why the owner (and others too) refused to put more detail on the ‘special menu.’ So, when we asked for the pricing and description of some of the entrees, it certainly slowed down our order and sped up our frustration.

There is no benefit to the guest by not including feature prices or menu descriptions.  In fact, there are several potential customer negatives such as:

  • ‘Sticker Shock’ when you get the bill
  • Shame/embarrassment for having to ask

Now, there should be no shame in asking about prices, but you could find it embarrassing to ask if/when you’re on that first date, with important clients, well-to-do friends etc.

Why restaurants follow this practice is way off base to me and has no upside except to trick customers into paying more. It’s a bush league practice and should stop.

My second experience involves my soon to be ex wireless carrier Sprint.  I’ve been a Sprint customer for nearly 10 years when the company first started in the PCS business. In fact, I helped launch the brand in Western PA and Western NY.

Yesterday, I had a contract with Sprint through May (5 more months), but this morning I accidentally dropped my phone into a toilet – yes, but a clean one! Needless to say, Blackberries don’t float and do not work after such a dunking!

So off to the Sprint store to get a replacement. After spending a few unplanned hundreds of dollars on a new phone, I was required to sign 2 year extended contract because it’s a new phone – my service plan did not change! What insanity! I question the legality of such a practice – and you can count on the fact that I’ll pursue a challenge starting tomorrow.

Is it any wonder why Sprint’s stock has been in the toilet like my Blackberry was this morning? Note: I loved my Blackberry – just don’t care for my Sprint service. And, I care less about it a lot more today than I did yesterday.

So the easy lesson to learn today is that you need to work harder on being easier to do business with your colleagues, vendors and clients.  When you consider the success of many of today’s superstar brands such as:

  • Apple
  • L.L. Bean
  • McDonald’s
  • Starbucks
  • Zappos

..being “Nice & EASY” is definitely a key reason for their success – so remember…easy does it!

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