Fractional CMO Newsletter – March 2017

360 Degrees Marketing 

Some companies are fully engaged in marketing efforts. However, other companies just have a few people engaged in marketing. There are also some companies that still wonder exactly what marketing is.

Even companies that fully engage in marketing efforts and allocate considerable resources to this discipline, sometimes think of marketing as an isolated set of activities. At Fractional CMO, we are often surprised to find out how narrowly some organizations define the scope of their marketing activities.

Most educated managers of the ‘engaged’ companies have heard about the 4 Ps, the 5 Cs (at least one version of it), and generally speaking, know what to expect from their marketing people. Most companies engage in the ‘obvious’ marketing activities such as advertising, lead generation, lead nurturing, communications, branding, and so on. However, many fail to realize that marketing also has to do with other, more basic functions of the company. I want to use this opportunity to remind you of these other functions, and encourage you to align them with your marketing strategy and brand. We call it the “360-Degrees Marketing Approach”.

Here are the most commonly-neglected items that should align with and reflect your marketing strategy and brand:

  • Email etiquette and formats
  • Email signature blocks
  • Phone answering etiquette and call routing
  • Auto-response emails
  • Signs and office décor
  • Dress code/attire and uniforms
  • Corporate citizenship
  • Internal communications

Each and every one of the above items is a reflection of who the organization is, what it stands for, and is frequently very visible to your customers. Take time to review these aspects of your company, ensure they align with your overall marketing approach, and make improvements where needed.

Marketing should ‘touch’ every aspect of your business. Empower your marketing people by allowing them to contribute with knowledge, skills, and experience beyond what is traditionally considered to be “marketing”. Apply the “360-Degrees Marketing” approach to your business and you will be handsomely rewarded.

If you’d like to learn more about how to integrate these often-neglected aspects of your company’s activities with your overall marketing strategy, just click on the button below and we will gladly help, with no obligation on your part.

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Duke Merhavy, MBA, Ph.D.
President & Chief Marketing Officer


What Is Fractional CMO?fractional cmo

Hiring a full-time CMO (Chief Marketing Officer) or your own marketing department is often not cost-effective for most small-to-mid-sized businesses (SMBs). We offer SMBs senior-level expertise, experience, and a holistic marketing approach, on a part-time basis for a fraction of the cost.

Fractional CMO is dedicated to your success, and our mission is to turn your vision into reality. Click on the short explainer video to the right for a quick explanation.


Phone Etiquette for a Professional Workplace

By Anna Kuntz, Marketing Assistant

The way your business handles calls from customers, vendors and other businesses may directly affect the success and growth of your company. Excellent customer service is a crucial element to a successful business. Each time you pick up the phone, you have just seven precious seconds to make a good impression. Research has proven that a first-time caller will not stay on the line long with a company that does not answer the phone in a professional and courteous manner. Providing proper customer service training to employees or outsourcing to a professional answering service will prevent you from losing potential profits and growth for your business.

Here are some good guidelines to follow:

Answering the Phone 

  • Answer the phone within 1-3 rings
  • Rout and roll-over calls to available personnel to prevent them from entering the voice mail system during business hours

Forming a Professional Greeting

The initial point of communication is usually through telephone interaction. A call that is answered with a smile, reflects warmth and attracts more customers who will remain loyal over time – A smile can actually be detected in a person’s voice. Consider implementing a company-wide standard greeting, for the sake of professional consistency

  • Answer with a brief salutation, company or department name, name of the person answering, and offer your assistance. For example: Good morning, you’ve reached customer service, this is Stacy, how may I help you today?”
  • Use a relaxed and pleasant tone
  • Wear the face you want to project whether you’re smiling or frowning, your caller will hear that in your tone

Assisting the Caller

  • Convey they have your undivided attention by repeating the caller’s name when you can. For example: “I’ll be happy to assist you with that John.”
  • Mention or repeat the issue or concern. For example: “I will check on the status of your order”
  • When necessary, ask permission and immediately transfer the call to the appropriate destination if needed. For example: “May I transfer you to our claims department?”
  • End the call with a positive statement: For example: “Thank you for calling, have a great day”

Manage After Hours Calls

Routinely assess your automated greeting and voicemail system to ensure it is up to date, and it is as equally pleasant as a live person. Take advantage of your voicemail system to improve efficiency and productivity.

  • Begin the recording with the most important information. For example: “Our offices are now closed, please leave us a message, and we will return your call within one business day”
  • When appropriate, offer callers options that are commonly accepted, but try to limit to 3 or 4 extensions. For example: “To leave a message for customer service please press 1. To leave a message in our general voicemail box press zero”
  • Reply to all voicemail messages within one business day

When an employee displays poor telephone skills, your company appears unprofessional and unable to handle customer needs. This could mean the difference between success and failure for your company. Evaluate your current practices, train if necessary, and create a pleasant experience for everyone that contacts your business.

To learn more or to request a free and no-obligation audit of your company’s phone etiquette, click on the button below.

 


Take Advantage of Us

Give us a call at 888-412-2236 or click on the button below to request a complimentary Marketing Needs Assessment, or to ask us a question regarding your most pressing marketing or sales challenges.

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