I am often asked, “how do you retain loyal clients?” While this seems a simple question, it isn’t!
The immediate, traditional responses that comes to mind include showcasing your expertise, and provide quality products, and superior customer service. However, an often overlooked factor impacting customer loyalty is the “value-add”.
What is value-add?
Value-add is often difficult to define because it’s how customers perceive themselves in direct correlation to your contributions. In other words, it is determined by THEIR needs and perceptions, and how much they “value” your relationship and utilize the resources you bring to the relationship.
The Intangibles
These resources are not necessarily your basic or core services; but the intangibles that are difficult and often impossible to measure — the individual “hidden jewels” you offer. Examples of these contributions include:
* your impact on saving time or money
* how the relationship contributes prestige and increased sphere of influence
* understanding “the big picture”, and offering insightful contributions
* ability to create customized solutions to cater to varying needs of different customers
* improved quality control and systems implementation
* input in developing new and advanced products/services
* access to network of service providers and noncompeting business owners
Loyalty Assessment
It is very important that clients recognize and acknowledge the intangible assets you bring to the relationship. When they complete this process and have assessed a high value, they transition into advocates. Eventually, these clients become stakeholders that recommend your services to friends and other business owners. When this occurs, you have developed a loyal client — one that should stay with you for a long time.
It is often difficult to recognize your intangible value-adds. Have you thought about and identified those you bring to a business relationship? If so, please share a few with our readers.
Ethical behavior, as defined by in the Free Dictionary is “action taken in accordance with principles of conduct that are considered correct, and conforming to accepted standards of social or professional behavior”.
Today, I received a request for quote from a potential client. She wrote:
“I need someone to pass a typing test that can type at least 65 wpm with 90% accuracy.”
Because I was confused, I contacted the individual for clarification and asked if she wanted us to take the test, using her name, and represent ourselves as her. The person responded “YES“. After getting pass my amazement that an individual would request such services, I responded…
My Reply
“We consider completing a test using another person’s name and on their behalf to be totally unethical and something we would NOT do under any circumstances.” Needless to say, I have not heard back from this individual.
A New Trend?
Is this the beginning of a new trend? Do prospects believe virtual assistants will do anything for a dollar? Has the industry’s brand been degraded to the point where some are “comfortable” in asking for these types of services?
I’m amazed! To ask a company (especially a company you are unfamiliar with) to pass themselves off as the individual taking a test (which I assume is for employment or school) is beyond my imagination. If a person will ask a professional to perform such an unethical act, can you trust the requester to act ethically in other dealings?
What do you think?
I’m not naive by any means, but this is truly a “first” for me, and I am perplexed that someone would visit The 24 Hour Secretary (and potentially other VA sites) and feel comfortable enough to ask for a quote for what I perceive to be an unethical act. I don’t believe (at least hope) that our site portrays an image that encourages this type of request.
Has anyone else received a similar inquiry? Is this a fluke or a new trend? Please share your thoughts and experiences.
During the months of April and May, I conducted a blog hopping and podcast tour to promote the recently concluded Online International Virtual Assistants Convention (OIVAC).
I was asked several thought-provoking questions during the tour and I’ve chosen to share a few here on the Smart Business Marketing Blog.
Today’s question was asked by Tawnya Sutherland, of VANetworking.com
Is the downturn in the economy affecting the VA industry?
Yes! The downturn has had positive and negative effects. I’m sure VAs without a written business plan and concise marketing strategy are experiencing difficulty, because they haven’t “planned” for situations such as client loss or slowdown.
Also, many entrepreneurs are “price shopping” resulting in “cheap” being the major determining factor when choosing a virtual assistant, instead of “value-add” which takes into consideration an individual’s knowledge, skills, experience, abilities and potential to contribute to the continued growth of the business.
In addition, many VAs “discount” services, believing this will attract and retain customers. However, they fail to realize that by under pricing services they are actually digging a deeper hole for themselves, because while volume may initially increase, when the economy takes an upswing, it will be very difficult to raise rates proportionately for low paying clients.
Also, discounting rates may impact the VAs income potential, lifestyle and eventually health because they may be required to work longer hours or assume a more difficult workload to earn the same income as prior to the downswing.
Foresight and Flexibility
On the other hand, VAs with foresight, flexibility, a targeted customer base, sensible marketing plan, and appreciable skills, will continue, at a minimum, to sustain their business and in many instances increase profits.
Why and How?
Savvy business owners are looking for ways to reduce costs, develop alternative resources, and continue providing valuable-add services to their clients, and VAs (if positioned properly) can fulfill these demands.
If a VA’s income is decreasing because of the economic downturn, I recommend the following:
*Evaluate the situation, conduct research and identify services clients are seeking.
*Confer with current clients, to identify new responsibilities you can assume.
*Become efficient (even an expert) in sought-after skills.
*Develop a marketing strategy for your new target audience, to pull those customers into your business funnel.
*Become a valuable asset to the client.
The state of the economy won’t matter if the VA possess marketable skills, know their ideal clients’ NEEDS and wants, and positions themselves as THE value-add; and a viable contributing member of the team.
What do you think?
Share your thoughts on how the economic downturn is affecting your business and steps you have taken to sustain your income.
A popular, proven strategy that builds brand identity, increases recognition as an expert amongst peers, and helps label you as an influential source in your target market is article writing. However, if you are unsure of the topics that would resonate with your potential customers, or are unaware of resources to help develop an article marketing campaign, I have identified 5 proven strategies that can aid in creating an article writing funnel that can consistently generate topics of interest specifically for your target audience.
1. Surveys: Hidden Source of Story Ideas
3 or 5 question surveys can garner a wealth of information useful in developing new products and services, marketing opportunities, good will and feedback from current and prospective customers. Responses can be used to develop story ideas, providing relevant subject-matter information that can be used in article, service and product creation.
2. Blog Hopping
Develop ideas from other sites’ content. Frequently visit your favorite or the most popular blogs and see what people are talking about. Is it controversial? Can you offer a different perspective? Can you create an article around the topic? Once you develop your article, link back to the originating site. Don’t forget to leave a comment on the site’s blog and let the owner know you stopped by and have expanded the conversation on the topic. You will drive more traffic to your site and increase readership.
3. Analyze Your Blog
Review your own blog and determine which postings receive the most views and reader comments/feedback. Develop a short series on the topic(s) to entice return visits. Use your social media outlets/networks to promote the series and increase blog signups. By giving readers want they want, you will develop loyal readership and capture those all important email addresses.
4. Article Directory Goldmine
Running out of ideas? Visit article directories and read articles written specifically for your target audience. Develop a new “take” on the article’s theme or select an important point, and write about it from your perspective. Article directories are excellent sources for staying abreast of popular topics and you can use them as a starting point to express your opinion and share insights with your ideal audience.
5. Web 2.0: Social Media Opens Doors
Social media venues such as Twitter, Facebook and LinkedIn, etc., offer unfettered access to topics, opinions and experts on literally any conceivable topic. Search these sites for resources and various comments that stimulate your creative writing processes. Create a swipe file of ideas, so you will an ongoing repository of new potential subject matter.
It may take a few months of article writing to really benefit from these tactics, and you may be too busy to implement all of them at once. However, the more options you choose, the greater opportunity to increased visibility and nurture brand creation. As more readers visit your site or interact via social media connections, the greater your opportunity to increase traffic, leads and profits.
In Part 1 of Top 7 Reasons to Beat the Cluttered Desk, we provided 3 reasons to declutter your desk. Below are 4 additional reasons to maintain a clear workspace: keep focused, reduce stress and remain productive.
4. Calming effect
Sometimes, when you are preoccupied with your surroundings (whether it’s a home office, a brick-and- mortar one, or a family matter, etc.), the thought and sight of clutter (desk or otherwise) can play on the psyche and perhaps cause you to be a bit anxious, hyperactive, high-strung, demanding, unproductive and less than up to par. This may come from “stewing” on knowing your desk is a “clutter mess” that’s out of control. Taking the time to clean your desk can have a calming effect. You’ll also discover a pride in knowing how your “newly-found” desk looks.
5. Keep more organized
Facing a desk full of papers and telephone messages over time can eventually take its toll. Unfortunately, the more you don’t clean up the mess, the more the desk and office chaos can gnaw at you and cause you to lose focus. Additionally, with a clean morning desk, no paper piles will stare you in the face or be subject to an accidental push to the floor. On the other hand, your clean desk with its tidiness will help you to at least appear to have things organized and under control. And you’ll look like you’re running your business with ease.
6. Reduction in workspace accidents and spills
If your desk is cluttered or messy, there is an off-chance for some office mishap. Perhaps you inadvertently throw something away. You may have left a cup of coffee on your desk the night before and by morning you forgot it was there. So, when moving that stack of papers to get at your clipboard moved the coffee cup onto its side and spilled coffee all over your keyboard. Oops!
7. Time robber
Day after day that you enter your office with “the same pile of stuff” staring at you, you’re taking your focus from whatever it is you really planned to do that day. You’re robbing yourself of your productivity. Get back that time by starting fresh each day with a clean desk.
If your desk is clean, as you begin your day, you’ll find it’s easier to clean at night, and you will clean it more often. Additionally, there will be a calming effect, and your productivity will increase because you’re not spending your time moving your files and stacks of papers around. You’ll also know where things are; you’ll be less distracted when working on specific projects. Further, your empty desk will provide a place where you can put the items you plan to work on that new day; in turn, this will help you get to your projects in an orderly fashion.
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