Local Business Online
Helping You Reach
Financial Freedom Through Your Local or Home Based
October 6, 2004
Editor - Rocky
In this edition -
Notes - Did you get your copy of my new eBook yet?
New 5 Part
Mini Course Available
Article - What sort of a customer experience do
Copyright, Subscription Info
the Subscribers Only Bonus Reports Here
Welcome to you all. Thankyou for taking the time to read my Newsletter.
Hello once again.
Thankyou to all those
subscribers who emailed and asked to be sent a copy of my
new eBook 39 Days To A Profitable Website. I've had
lots of feedback, mostly the good kind, but a few people
also pointed out things that were missing or not explained
With this in mind, I've
edited the book and changed several things that could have
been a little confusing for people unfamiliar with the
Internet or online marketing.
If you haven't done so yet,
you can check out my new website at www.just-german-shepherds.com
It's still early days yet for
this site, but it's attracting visitors and making a small income. I'm
going to continue to grow it by adding content and turn it
into an ongoing stream of residual income.
Currently I'm spending
around 10 to 20 hours a week to get it going, but that
will reduce in a couple of months time and it should basically
run pretty much on auto pilot from then on.
If you haven't read my
eBook that takes you step by step through the process I
used to build this new Theme Based Content Website from
scratch in 39 days and you would like a copy, please
send me an email at firstname.lastname@example.org
and I'll send you one right back.
I'd love to get your
comments and feedback on what you think of it and how I
can make it better.
I hope you enjoy reading this
issue of the
Until next month,
New 5 Part Mini Course Is Now Available...And It's Free
If you'd like to make more
money from your Business, then this Free 5 part eCourse
will show you how.
Over 5 days, you'll
discover 6 simple strategies that you can apply
immediately to your Business to increase your profits over
between 50% and 200%, or even more.
You'll then receive
regular updates containing additional tips
and marketing strategies that will help you keep your
Business growing and out performing your competitors.
Of course, I can't
guarantee that you will achieve these types of increases
in your profits, but if you take what you learn, apply
it, test and measure your results, then modify the
strategies until they work for your particular Business,
my guess is that you will probably be astounded with the
your customer database is your most valuable Business
asset, and how by not having one and using it
intelligently you are throwing away tens of thousands of
dollars a year in profits
building a relationship and a personal bond with your
customers is so important, and more importantly how to
do it automatically
you can multiply your sales and profits by removing the
risk from your customers purchase decision
to integrate and use online affiliate programs into
your current Business to boost sales to customers and
unsold prospects and truly start to make money while you
to earn residual streams of income by creating an
Information Marketing Business around what you currently
you definitely need to build a website for your Business
ASAP and how you can use it to make a fortune online while
most other people fail miserably with their Internet
plenty more, but you get the idea.
you would like to subscribe to this Free eCourse, simply
pop your name and email address in the form
you'll find here, and
your first message will be sent immediately.
then receive a new message each day for 5 days, and an update every now and then in the future. You can of course unsubscribe at any
time by following the removal instructions on each email
to sign up, simply
use this form, and the first lessons will be sent immediately.
Sort Of Customer Experience Do You Offer?
- by Rocky Tapscott
It never ceases to amaze me how many Business owners make
a hash of dealing with the people who are the lifeblood of
their Business, their clients and customers.
I see it every day. People
treating visitors to their store or factory with distain.
'Customer Service' staff who have no idea of what
constitutes great customer service, in fact, they wouldn't
know what it was if it fell on them.
being verbally and physically abused in front of staff and
other clients. It's just so sad to watch.
Here's an example a friend
told me about this week.
He was standing in the
'Refunds' queue at a large national Hardware chain store
behind two people who were being served by different
members of their staff.
On the right hand side was a
Building contractor who was bringing back 5 large pails of
roofing sealant that had been contaminated with water
because the tops didn't seal properly.
He had bought
35 buckets of this stuff the week before, and he was
buying another 25 that day to finish a job. All he wanted
was to get the faulty tins replaced and he'd be on his
Well it took
two Managers from the store 20 minutes hassling this guy
about returning these obviously faulty pails of roof
sealer before they relented and replaced them for him with
much ranting and raving.
and any goodwill the store had with this man was probably
That gentleman will probably
never set foot in that store again because of the
treatment he received (at least I wouldn't be going back)
trying to get what he was entitled to, a product that
works as it was advertised to do.
On the left had side was a
lady who was returning a plant which had obviously died
because she had forgotten to water it.
She was demanding that it be
replaced, and the sales girl went out of her way to help
this customer. The lady didn't have a receipt, she
couldn't remember where she bought the plant, she had no
idea of how long ago, and still the plant was replaced
without any fuss by a smiling shop assistant.
Two different sales staff, two
hugely different outcomes.
Can you imagine how much the
lifetime value of that Builder was worth to the hardware
store. Let's do a quick calculation...
Let's be conservative and say
he spends $4000 a month on hardware, tools and other
supplies. That's $48,000 a year - not a lot if he's
building several homes each year, in fact it could be many
Let's also assume that the
store has a gross margin of 35%. That's $16,000 per year
If the Builder keeps coming
back for 10 years, that one customer is worth $168,000 to
the hardware store. And what if his purchases are twice
that amount, four times?
And what if he tells his other
Builder friends, his plumber friends, his bricklayer
friends about the crappy experience he received at the
hands of those short sighted Managers?
What is the knock on effect of
two Managers harassing this poor guy into submission in
front of 50 other people? It could be millions of dollars
in lifetime sales from all of the people who witnessed
this event and the Builders associates. I know that my
friend saw the store in a whole new light, and he won't be
All over a couple of cans of
faulty roof sealer that the store would have simply sent
back to the manufacturer and had replaced.
And the plant lady?
Well she's an important
customer too, but it takes a lot of 'plant ladies' to make
up for the lost sales to a high volume home Builder and
his team of associates, doesn't it?
There are numerous more
examples I could share with you about how not to treat
your customers, but you get the picture with these two
There are several Businesses
in our home town that I refuse to go into because of past
'uncomfortable' experiences with owners or Managers.
I'll drive 20 miles to the
next major town rather than buy beer at our local drive
through bottle shop because the attendants are consistently
surly, have bad manners and are usually quite condescending.
been back to our local video store for 8 years because of
a dispute over a free weekly video! When I wrote to
the Manager of the store to complain, she sent me back a
letter COMPLETELY IN CAPITALS telling me she didn't want
our Business and not to bother coming back.
We used to
spend $12 to $20 per week in that store. Not a lot, but I
sure told everyone I know about it, and there are several
other people in our street who have had similar
experiences. They just didn't go back to that store..
So I guess the
moral of this story is take a good look at how every
person in your Business acts when they are around your
customers, but particularly your customer service people
and make sure that they are giving your clients a
positive, memorable shopping experience. If your customers
aren't happy, most will just not come back and you'll
never know why...and that will cost you a fortune.
Pay someone to
be a secret shopper every month or so.
Get them to
come in and buy something, then return it and make a
See how your
staff handle it.
Train them in
appropriate response procedures so that they can deal confidently
with any situation that arises. Set ups systems to guide
your people through every facet of your Business. Don't
leave your staff members floundering and unable to serve
your customers needs properly.
By doing this your staff will
be ready for anything...and you'll have happy customers
who'll keep coming back for more of those memorable
experiences for years to come.
your most pressing question? If you could solve
problem in your Business, what would it be?
I'd like to
know how I can help you to massively increase the profits
you make in your Business.
So that I can do that, I'd love
you to tell me about your biggest concern by writing it in
the form below and sending it to me. I can't guarantee
that I will be able to address everyone's problem, but I may be
able to refer you to someone else who can help you to
solve it if I can't.
With this in
If solving one problem in your Business could
increase your profits by 50% or more over the next 3
months, what would that problem be?
I'll try to answer as many of your questions as I can
in future issues of the Newsletter. And don't worry,
you'll stay completely anonymous.
sharing your concerns with me. I'll do my best to help you
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