Musings - 

"Under Promise--Over Deliver"

      We have all heard that the formula for success is to "under promise and over deliver." Tom Peters delivered this advice in his 1982 book, "In Search of Excellence".

       Many companies get this advice backwards by either making promises that they can't possibly keep, or not following through with the work promised. Wild promises may attract business the first time, but the customers will never be back, and may blast you on one of the many review sites available today.

       Today potential customers use Google, or other search engines to check your reputation. If they don't find enough positive comments they will look somewhere else for what they need and likely warn their friends not to do business with you; negative word of mouth can kill you business.

       Word of mouth, positive reviews and referrals are the very best advertising you can get, and with no financial outlay.  Referrals work both ways; if you under deliver your reputation may be 

harmed, your business will not grow, and might just shrink into oblivion.  Over promising is a terrific way to set yourself up for failure. Positive reviews build your business in the background with no effort on your part except for dynamic customer service.

       One of the best ways to build loyalty in your current customers and grow your customer is to do twice as much for the same price. Extra no-charge work or products give the illusion of greater value. Small add-ons will help you build a positive reputation that will drive more business to you  and help you grow a more successful enterprise.

Your Money-Your Life 

Why Are You Buying That?

       When you are out shopping do you give any thought to how the buying process works?  We aren't talking about advertising or sales, but rather how we choose what we want to purchase, whether it's on sale or not.

       There is a universal truth that retailers rely on to get your business. Every customer, no matter who they are or what they are buying, chooses for emotional reasons,( ie; I love it, it's just right) ...but justifies their purchase with logical reasons"  (ie; It will last for years, it goes with..., I've wanted it forever).                            

        Every purchase fits into this pattern, with no exceptions.  That's why it is so important to retailers to have snappy displays; you will be attracted to what they are featuring and  you will find a way to talk yourself into the purchase.

       This axiom is not limited to shopping in "brick and mortar stores, it also applies to online and catalog shopping; that explains why some sites and catalogs are so eye-catching.

       Have fun with your shopping, but keep in mind that you have a secret shopper helping you.

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