One of the top business, sales, and marketing experts on earth is Mr. Dan Kennedy. Dan has won international recognition as a "millionaire-maker," helping people in dozens of different businesses turn their ideas into fortunes.
When entrepreneur magazine says about you: "Dan Kennedy has 101 money making ideas for any business owner.", that is powerful stuff. He is able to take his principles and put them to work for his clients in any industry or business. He currently works with clients in roughly 60 businesses. In any given year, he'll make as much as a quarter million dollars in a month providing strategies in direct marketing, copywriting and marketing materials, video production and infomercials and profit improvement systems.
Kennedy's value is best measured by what he has been able to do for the mom and pop business that is failing in every way. They'll turn to Dan's methods and in months will go from high debt to zero debt and revenues of over $200,000 a month.
Dan is best known, on the other hand, for his marketing consultations with billion dollar information marketing companies. He has been a prominent member of the Guthy Renker marketing brain trust for years. U.S. Gold credits Kennedy with increasing it's sales by the millions.
In the case of my business, Dan brought it to good health with one simple principle I wasn't applying. I think it is a principle ignored by many businesses. It is the principle of total customer value. Basically, the crucial skill of having relationships with existing customers is an essential profit center. He sees it as even more vital than how well a business is attracting new customers.
Taking this principle to heart, we revitalized two of our businesses to stability, then profitability, by becoming excellent at customer service. Part of that means learning how to deal with and engender loyalty in your after they have had a problem with something you are doing. Now there are definitely problem clients out there and they need to be fired as customers. But many times, it is a great client who may bring more future business, if you can make the situation right.
Customers can and do take offense to any number of things when it comes to doing business with you. Often they are upset with the product, the prices or the customer support. You can't simply ignore their complaints. Start by acknowledging the problem and set about defusing the situation by:
Thanking them. Often the customer will express themselves impolitely. Start by thanking them regardless. None of this is personal. Stay calm and composed.
Beginning your phrase with, "Let me see if I understand you completely." Then restate the complaint of the customer. This accomplishes two things. First, it gives the customer pause and a moment to calm down. Second, it shows that you are listening and taking their concerns seriously.
Finding at least one thing in their complaint that you can agree with. Regardless of how unfounded their complaint is in your mind, you should pick out one major point that you can agree with. Then, build your rebuttal on that point. For instance: "Well, Mr. Harris, I can certainly understand you being upset about delivery being late. I will personally make sure that it doesn't happen again. Now, about your other concerns..." This lets them know that you are not defensive about the situation, and you would rather help solve their problem than make excuses.
Solving the customer's problem. The client picks a fight, not to fight, but to be heard and make you understand that there is a problem. It's your role to play along and stay locked in on solving the problem. These situations handled correctly are when true customer loyalty is build. Success here adds to your total customer value and your profits.
In my mind the right instruction saved my business. I learned about total customer value and how refocusing on that alone can make things fun and profitable, where before it looked dreary and hopeless. Dan Kennedy's Magnetic Marketing is the centerpiece of his teachings.
Dan backs up Magnetic Marketing with a full year's money back guarantee. Anytime you want to send it back, there will be no hassles, just a full refund. I think that many times, the student really has to be ready for the right teacher appears. With a new business, with limited money to lose, missteps or wrong trails can destroy you before you even start. If you are already going, but just haven't solved the riddle of how to market for big money profits, you might be ready for Dan Kennedy and the magic of Magnetic Marketing. It could make all the difference and you have nothing at all to lose.
Simply walk the path of the millionaire business men. I am betting Magnetic Marketing and all Dan's other real world profit making teachings will be the bedrock of your business and all your future businesses.
About the Author:
Scott Nelson, an entrepreneur with "Texas" class. Starting over 20 new Businesses in his lifetime. He really knows about how to advertise his companies using the Magnetic Marketing Program by Dan Kennedy. You are welcome to reprint this article - but get your own unique content version here.
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