What category are you in?

It’s funny how we hustle and worry. How we prepare and work, without much “satisfaction.” We work hard for our clients, we take care of problems, we take care of billing.

We make sure that they are buying the right products and services from us, we make sure that the products/programs they are buying from us are perfect. WE do this so they can generate happy customers/employers and buy from us again. Creating repeat customers… isn’t that the bottom line?

In my business, a repeat customer and a happy customer aren’t necessarily the same thing. A repeat customer is content doing the same thing as the last time, because they know they “Ought To.” Some don’t even pay attention to the results that they are getting, they just know that they need to be there. (By “there” I’m referring to ThomasNet.)

On the other hand, a happy customer is one who is willing to take my advice, because the advice I gave them the last time produced business. These clients are interested in the programs and products they are buying and how they can positively impact their business . So much so, that they follow their activity and results weekly, some of them, daily and follow the lead thru to the sale. Rare… so much business, these days, is lost by lack of follow up and follow thru. (Sales 101, I’m guilty of it, too) So, isn’t it lovely when we walk in to what we think will be a routine meeting with our client, and instead of a handshake, we are warmly greeted with a huge smile and a “THANK YOU!” It’s a very welcome situation for me. I have had lots of happy customers over the years, and have been lucky enough to have a very high renewal rate most years, but this year has been different for me, so far. A very high percentage of my clients are not just renewing their programsm but they are greeting me with stories of recent new business orders coming in as a direct result of their ThomasNet Web Solution. And then, BEFORE they sign a contract for another year, they ask me, “What should we do next??” In my case, what they are buying is Internet Marketing. Namely, ThomasNet Web Solutions. ThomasNet has many solutions for getting my clients new and better customers. Really, that’s the bottom line for most of the prospects I see. Do they want new business, or not? It’s a loaded question, I know. Yes, of course… everyone wants new business. The question is really, do they want learn about the TRUE POWER of the Internet? Do they want to make an investment in that POWER to earn a part of the new business that is being transacted, RIGHT NOW, sometimes, right under their noses.

Money is tight for everyone. Bad economic news seems to be spilling over into every aspect of our lives. The prospects that I see are no exception. I met with a company that is laying off an entire shift so they can keep the lights on. One company I talked to recently, said that his “slap into reality” was when he got to Friday and he didn’t have enough money in the bank to make payroll. I know of many companies who have had to permanently lay their employees off. I even know one owner who is working the production floor, himself, because he had to let everyone else go. All of these companies have one thing in common: A poor internet presence. It may seem like a broad bucket to put all of these companies in, but it’s true. Many of the prospects that I’m seeing right now do not have a very good grasp of the power of the internet, and I’m very worried about them. I’m especially worried about the companies who are located in my own county… where my kids go to school. The effect of loosing the tax revenue from their company could effect the school that my kids go to. I’m invested in them…

I also spoke, just yesterday, to a client ( a machine shop) who is getting new opportunities to quote, EVERYDAY. “What recession??” he asked. Another of my clients had to cancel a renewal appointment with me because a quote [that they had received from their ThomasNet Web Solution, by a Fortune 500 company] had to be re-worked at the last minute to include an additional 300,000 parts. (I didn’t mind re-scheduling for him!) Another client sold over $800,000 just in Credit Card Sales from his ThomasNet Web Solution in 08, and is already on track to beat that by 30% this year. All of these companies have a couple of things in common. Yes, they are ThomasNet Web Solutions clients. But more importantly, they have a solid grasp of internet marketing and the difference that it can make for their company. Let’s talk about who these companies are. Recently, I have begun grouping companies, from a marketing perspective, into several categories. (Each of these companies generally react to me differently.

• Thriving Companies- companies who have great grasp of the internet and what it can mean for their business. They are usually three steps ahead of their competition. They are increasing their Internet Marketing investment because they want to TAKE ADVANTAGE of the recession and not let it control them. Very aggressive and not satisfied unless they are gaining market share. Usually these types of companies love to see me, because they realize that I have a market that they are not utilizing.

• Companies who are treading water. Companies who’s bottom line was pretty good 18 months ago, but over that time, they have lost more customers than they have gained. There are several companies I have seen lately that fall into this category have surprised me. Large companies. Companies that actually have a MARKETING DEPARTMENT. Companies who have invested in their web presence and are believers in the internet. Some of these are companies who are not eager or willing to try new things. Status Quo, aggressive, but not willing to “Think outside their box.” Are satisfied with keeping their market share, although in this market, they are unable to control the erosion. Not usually open to new ideas or unwilling to invest in an untapped market.

• Companies who are Struggling. Most of the companies in this category don’t have a very good web presence. Either they don’t have a website, or they tell me, “We did our website in 2003, and my cousin built it for only $700.” I hear from them, “my customers don’t use the internet.” ATTENTION: You usually get what you pay for! If you don’t invest in something, how can you expect it to pay off?? Usually, the companies that fall into this category are companies who won’t see me under any circumstances. These are the companies who are not aware of the full power of the internet.

• Companies who are closing. Very, very sad. Many of the companies who fall into this category have been in business for many decades. They have for years relied on Word of Mouth, or from very few “good” customers. Very often, this company’s website is terrible, or worse, non-existent. These companies did not believe or were unaware of the power of the internet.

“I’m not THAT bad off,” you are saying to yourself. I’m still able to make payroll.” But what about next month? How long will you be able to “keep the lights on” if this recession lasts another year? It’s an interesting exercise. Which of the categories would you put yourself in right now? What category are you going to be in this time next year?

Think about it. How much new business do you need in 2009 to remain open in 2010? How much new business would you need in 09 for you to be in a stronger position, with greater market share in 2010. Can you even imagine a situation where you were able to INCREASE your marketing investment next year? Dream BIG!! It’s possible! Where is that business going to come from?? It’s available…. You just have to know where to look!