"Customers In Crisis" It's time to Nurture family, friends, employees, and don't forget customers. Premise: Small businesses are suffering from the one-two punch of economic shrinkage and terrorists fear attacks. Some far more than others. Problem: Certain businesses and some entire industries are in critical condition from sudden, dramatic drops in cash flow - Retailers, travel, advertising, manufacturing, hospitality and hotels, professional service firms, just to name a few. To Do: * Take action now! * Call a team together to assess your customer database to discover obvious customers in crisis. * Begin with your top 20 customers. Learn from them to help the rest. * Determine the 3 major problems each faces, related to your product or not. * Consider ways you can provide relief for those or other problems * Identify Personalize Interact Integrate "A friend in need is a friend indeed," says the old quotation. When your customers are in crisis, it's a great time to cement friendships for life by simply being helpful and concerned. Regards, Jim Cecil ==================================== NURTURE NEWS The insights, tools, tips and resources to help you Nurture 'your guys' even better. Date November, 2001 Issue #2 Jim Cecil, Editor, jim@nurturemarketing.com ==================================== By subscription only! Welcome to your next issue of "NURTURE NEWS" You are receiving this newsletter because you requested a subscription. Unsubscribe instructions are at the end of this newsletter. ==================================== IN THIS ISSUE ==================================== => Thought for the Day => Sponsorship Notice => Feature Article => Nurture Question of the Month => Review of Products or Services => Spotlight => Web Sightings => Book of the Month => Letter of the Month => Feedback => Guest Columnist => Privacy Statement => Copyright/Contact Info => Subscribe/Unsubscribe information ==================================== THOUGHT FOR THE DAY ==================================== Never be afraid to try something new. Remember that amateurs built the Ark.... Professionals built the Titanic. - Jim Rohn ==================================== SPONSORSHIP NOTICE ==================================== *** Sound Marketing *** Communicating your message requires multiple media. Auditory is often the best channel, especially when undivided attention is needed. Jack Burke of Sound Marketing helps companies develop audio tools for customer service and sales. When your message takes a little time to explain, the Audio Marketing CD is an elegant way to communicate. Experience unique ways to use this powerful medium of sound at www.soundmarketing.com. ==================================== FEATURE ARTICLE Customers in Crisis - Helping customers deal with fear, uncertainty and doubt. Jim Cecil ==================================== "What do you do when you are at a loss for words?" That's the way a caller opened our conversation last week. He said, "expressing my feelings has never been easy for me and the experiences of the past few weeks reminded me of how important communicating with my people and my customers is. It also highlighted how seldom I actually do anything about it. Here's the question, Jim. How do you know what to say? How do you come up with the reasons to stay in touch?" That's a great question. And just staying in touch can be risky if you don't pay close attention. The easiest way to decide when and how to touch customers is to think with a farming metaphor. Whether cultivating friends, family, employees, customers or partners, there are certain laws, immutable since time began, that rules life and all living things. These simple, ancient laws of nature provide clear guides to appropriate behavior toward our customers especially in turbulent times. It's a fact. Like plants, like children, like pets, like friend and lovers....all living things, including customers, respond to pampering. And predictably enough, those deprived, wither. "Unto all things, there is a season." Any general business downturn chills like winter. As we enter the winter season, there is much work yet to be done. It's time to clean, cultivate, protect, repair, rest. It is also the season we say thanks and give thanks. The holiday of Thanksgiving affords a wonderful time and purpose to touch customers. Whether a brief, hand-written, heartfelt thank you note in a beautiful, expensive thanksgiving card or just an email acknowledging the feeling of the season, it's a perfect time to nurture. Here are 7 simple ways partners can 'hug' a customer, express appropriate feelings and make a personal contact that counts. Start small. Begin with your 20 best customers. Full article at: http://www.nurturemarketing.com/articles/crisis.html ***************************************** "Is everybody talking to your customer.................. but you?" ***************************************** ==================================== NURTURE QUESTION OF THE MONTH *** $1,000 Customer Survey *** ==================================== Q. I'm the VP of Operations for a 500 person Microsoft Partner focused on second-tier cities. I first heard you at Fusion and purchased your library of tapes a few years back along with your Nurture Solution for Microsoft Partners. In your tapes, you mention something called a "$1,000 customer survey" where you take your 10 best customers, individually, out for a $100 lunch. During that lunch you ask several questions regarding your current relationship with that company. I'd like to start implementing this survey and would like more info. A. The idea came from a speech I heard by Jack Trout long ago in New York and was the genesis for the book "Bottoms-Up Marketing" where he talks about going down to the bottom of the customer channel and listen all the way back. I'll try to remember the key questions and list them for you if that helps. 1. Why have you remained loyal? 2. What are we doing that we should stop doing immediately? 3. What are we doing that we should do more of? 4. Where do you see your company in 24 months? 5. How will technology change you? 6. What role will your customers expect from you on-line? 7. From a service standpoint, does anyone from our company stand out in your mind? Who specifically? 8. When you think of "Top Notch Service Quality," what company comes to mind? What are they doing specifically for you to have kept them 'top of mind?' 9. What one thing could we do other than pricing that would make the greatest contribution to your success next year? 10. When you describe us to others, what do you tell them? 11. May I quote you? I can't remember many more but you get the idea. Trout said two things were especially critical. 1. Write down every word they say in answer to your questions and don't excuse the criticisms. Save persuasion for later. This is real research. 2. He further recommended that you reserve analysis and prescriptive responses until at least your top ten have been fed and queried. Hope this helps. Good Nurturing! Jim ==================================== REVIEW: Product - Subscriber Special - Save $20! ** The Nurturing Sales Manager Audio Album** ==================================== "In nature, there are neither rewards nor punishments; there are consequences." - George Santayana 1888 "I have put my best ideas for growing a sales team on tape. Keeping sales people producing takes unique skills, tools and technologies. In this critical season of business, keeping motivated and motivating requires proactive self-learning steps like the "Nurturing Sales Manager." Imagine what it would be like if you could take a full workday off, fly to Seattle and attend this powerful experience live. If you're looking for a catalyst to jump start your sales effort, I made this audio package just for you. I'll even expand an unconditional money back guarantee if you are in any way dissatisfied." Jim *** The Nurturing Sales Manager *** Series of Six Audio Tapes - $69.95 $49.95 Whether you are a CEO filling the role of Sales Manager, a newly appointed sales supervisor or a seasoned veteran of the competitive wars, you'll find the Nurturing Sales Manager a rejuvenating and innovative new model for finding and leading consistent top sales producers. This fast paced and fun basic training for sales managers is a refreshing coaching experience for everyone on your team. Even if you've never managed sales people before, you'll learn proven ways to: * Identify and attract people who can sell * Build a step by step plan for selection and hiring retain the ones you hire * Grow a team that works together Inspire your sales force to be the best they can be with the help of Jim Cecil's pragmatic sales management expertise. Regularly $69 - Subscriber special - $49 Visit http://www.nurturemarketing.com/products/ ***************************************** NURTURE - How to make customers want to call YOU when THEY are ready to BUY! ***************************************** ==================================== SPOTLIGHT: Traveling Microphone ==================================== November: Addressing CEO groups in New York City, Washington DC and Philadelphia ***************************************** The philosophy of the rich versus the poor is this: The rich invest their money and spend what is left; the poor spend their money and invest what's left." - Jim Rohn ***************************************** ==================================== WEB SIGHTINGS - www.about.com ==================================== Everyone in business needs research sometime. Few sites on the web offer greater expertise on a wider range of topics than does www.about.com. Find articles, white papers, tips, strategies, ideas that make your real value to your customers. About.com is the Human Internet, where real people help you get whatever you want from the Web. Each site in this unique network is run by a professional Guide who is carefully screened and trained by About. Guides build a comprehensive environment around each of their specific topics, including the best new content, relevant links, How-To's, Forums, and answers to just about any question. The insight and perspective that each Guide brings to each area of interest is what makes the About experience much more enjoyable and interactive than other destinations. The About network consists of over 700 Guide sites neatly organized into 36 channels. The sites cover more than 50,000 subjects with over 1 million links to the best resources on the Net and the fastest-growing archive of high quality original content. Topics range from pregnancy to cars, palm pilots to painting, weight loss to video game strategies. No one has greater depth and breadth than About. A very useful ezine focused on using email effectively. It's the center of the email universe. 'About Email' http://email.about.com is one of many 'About' sites. All are useful, brief and free. ==================================== BOOK OF THE MONTH REVIEW Unleashing the Ideavirus Seath Godin, Malcolm Gladwell ==================================== Author Seth Godin rocked marketing with Permission Marketing. Now he's back saying that if you treat a product or service like a human or computer virus, it just might become one. In "Unleashing the Ideavirus," Godin describes says to set any viable commercial concept loose among those who are most likely to catch it - and then stand aside as these recipients become infected and pass it on to others which might do the same. "The future belongs to marketers who establish a foundation and process where interested people can market to each other," he writes. "Ignite consumer networks and then get out of the way and let them talk." ==================================== LETTER OF THE MONTH ==================================== At a time of crises, customers feel the shock at the same time you do. Few senior executives have set a better example for appropriate customer touching than the recent letter (email) from Jim Goodwin, President, United Airlines. A great example from a great company. http://www.nurturemarketing.com/ezine/archives/supporting/united.html ==================================== FEEDBACK mailto:feedback@nurturemarketing.com ==================================== ** NURTURE STORIES ** Tell us ways you use Nurture to attract or cultivate customers, prospects and your own team. We love real-world results and if we use your story, you'll receive a gift of appreciation. ==================================== GUEST COLUMNIST Stephen J. Bistritz, Ed. D. ==================================== People buy from people they like, is an old sales adage. However, that's not exactly true when it comes to the way senior executives make buying decisions on major purchases of products and services. Building credibility with senior-level customer executives is a critical factor in developing lasting business relationships, according to two studies done by Siebel Systems and the Kenan-Flagler Business School at the University of North Carolina and the Center for Business and Industrial marketing at Georgia State University. The linked article, "Building credibility with Senior-level Customer Executives," by Stephen J. Bistritz, Ed. D., Managing Partner, Siebel Multi-channel Services, is an eye-opening report that opens doors where few are invited. http://www.nurturemarketing.com/ezine/archives/supporting/bistritz.html ==================================== SHAMELESS SELF-PROMOTION ==================================== ** Need a Speaker? ** Jim is available for speaking engagements. For a sample video, call us at 800-474-7951. ** Need a consultant or coach? ** If you are challenged with finding or keeping the right kind of customers or if you want help telling your story in letters, give us a call at 800-474-7951 and ask about our consulting and coaching services. ==================================== PRIVACY STATEMENT ==================================== NO SPAMMING OR LIST SHARING! - You can rest assured that your subscription email address will be kept in the strictest confidence. We do not divulge, nor make available to any third party, our subscription list. Your privacy is paramount to us! Therefore, it receives the respect it deserves! ==================================== COPYRIGHT/CONTACT INFORMATION ==================================== All contents Copyright (c) 2001 James P. Cecil Co., Inc. except where indicated otherwise. All rights reserved worldwide. All trademarks are the property of their respective owners. The contents of this E-zine may be copied, reproduced, or freely distributed for all nonprofit purposes without the consent of the author as long as the author's name and contact information are included. Example: Reproduced with permission from the Jim Cecil Nurture News E-zine. For more information, contact: James P. Cecil Company, Inc. 1402 - 140th Place NE, Suite 200 Bellevue, WA 98007 800-474-7951 Fax: 425-747-2198 jim@nurturemarketing.com Visit our Web Site to hear more about Drip Irrigation Marketing FREE: "21 Best Ideas for Making Prospects Call You First" http://www.nurturemarketing.com ==================================== LIST MAINTENANCE ==================================== To subscribe to our E-zine, send an email to info@nurturemarketing.com with SUBSCRIBE in the subject line. mailto:info@nurturemarketing.com?subject=SUBSCRIBE To be removed from our mailing list, send an email to info@nurturemarketing.com with REMOVE in the subject line. mailto:info@nurturemarketing.com?subject=REMOVE Online issues can be found at http://www.nurturemarketing.com/ezine_archives ************************************************* THANK YOU FOR READING. MAKE IT A GREAT MONTH! ************************************************* ==================================== 19 THINGS THAT IT TOOK ME 50 YEARS TO LEARN by Dave Barry ==================================== 1. Never under any circumstances take a sleeping pill and a laxative on the same night. 2. If you had to identify, in one word, the reason why the human race has not achieved, and never will achieve, its full potential, that word would be "meetings." 3. There is a very fine line between "hobby" and "mental illness." 4. People who want to share their religious views with you almost never want you to share yours with them. 5. And when God, who created the entire universe with all of its glories, decides to deliver a message to humanity, He WILL NOT use, as His messenger, a person on cable TV with a bad hair style. 6. You should not confuse your career with your life. 7. No matter what happens, somebody will find a way to take it too seriously. 8. When trouble arises and things look bad, there is always one individual who perceives a solution and is willing to take command. Very often, that individual is crazy. 9. Nobody cares if you can't dance well. Just get up and dance. 10. Never lick a steak knife 11. Take out the fortune before you eat the cookie 12. The most powerful force in the universe is! gossip. 13. You will never find anybody who can give you a clear and compelling reason why we observe daylight savings time. 14. You should never say anything to a woman that even remotely suggests that you think she's pregnant unless you can see an actual baby emerging from her at that moment. 15. There comes a time when you should stop expecting other people to make a big deal about your birthday. That time is age eleven. 16. "The one thing that unites all human beings, regardless of age, gender, religion, economic status or ethnic background, is that, deep down inside, we ALL believe that we are above average drivers. 17. The main accomplishment of almost all organized protests is to annoy people who are not in them. 18. A person who is nice to you, but rude to the waiter, is not a nice person. 19. Your friends love you anyway.