kiss2

When the going gets tough....

.... we stick to our hedgehog concept and keep going.

Hedgehog concept: keep doing what you do best.

Drew McLellan reminded his readers this week that we only have 6 months left, or in other words: 2008 is already half gone (wished he hadn't reminded me of that!). How are your marketing plans shaping up, he asked too - if you have any.

Reflecting on the first 6 months of this year we can only conclude it is tough out there now! But, especially in our marketing plans and implementations, we keep true to our hedgehog concept that has proven its worth last year and which will prove itself this year too. (If in ain't broke, don't fix it!)

So, positive facts on our concept:

• We published our 100th's article on the FAQ & News site (aka blog) yesterday - keeping true to our aim to inform/educate wooden flooring lovers on all matters related to this beautiful floor covering.
• This 100th's article happened to be the announcement of being granted our own unique FSC-UK ID-code for retailers - keeping true to our aim to provide quality products in the most eco-friendly way (and of course sets us a notch above most other retailers)
• Every single day this month (5 days in) we received small orders through our webshops, 80% of these clients had requested leaflets from our website or had questions answered through our question webform before - proving that giving free information, personalised if needed, without any obligations builds up trust and ends profitable.
• Last and this week we have seen an amazing increase in requests for many of our free leaflets and guides. Specially our "11 Key Questions check list when shopping for wooden flooring - anywhere" - launched only two weeks ago - seems immensely popular. Again, true to our aim to inform and educate prospects about quality products, quality standards and quality customer care.
• Coming Monday our newest Monthly Newsletter, through AWeber (aff), will be emailed out to a staggering 400 readers: an amazing increase - again - of 10% on last month. We started with 180 opt-in readers last November when we switched to AWeber and we have hardly seen any unsubscribers (14 in total and all gave us a positive thumbs up but no longer had use for our information or products) - true to our concept of learning about and implementing ethical marketing tools.
• One of the items in our new newsletter (in a new design too) will be an invitation to our readers to fill in an online questionnaire: 10 simple multiple choice questions to find out if adding wooden flooring to their home will increase the value of their property too - like it does in many cases, according to a recent survey among Estate Agents.
  Once they submit their answers, like magic our free report - strictly based on their specific answers - will  land in their inbox immediately. (More about this 'magical Super Surv' on a later date). Again, a combination of informing and educating with learning and implementing marketing tools - both in an ethical way.

It could be tough out there now, but so is our hedgehog concept: tough and robust.

What's yours? Will it help you survive these tougher times?

I got something to tell you
I got something to say
I'm gonna put this dream in motion
Never let nothing stand in my way
When the going gets touch
The tough get going
(Billy Ocean)

(BTW, this is - coincidently - the 200th's post on the Kiss2: "Keep It Simple Sweetheart, specially in business" blog - another positive milestone.)

 

BBC - interrupting an interruption - why?

Yesterday evening my partner and I were watching the Euro-2008 semi-final between Germany and Turkey. A very thrilling match!

During the second half the picture froze, a thunder and lighting storm had knocked out the broadcast relay centre in Vienna. Within a few seconds a test-screen appeared on our TV with the text: "we've lost the connection with Vienna and we're trying to rectify the fault asap".

And at the same time BBC had switched the sound to the live Radio Five broadcast - well done BBC. You have to admire those radio-commentators, thanks to their detailed and at times very lively description of what was going on on the field we still 'saw' the game with our minds eye.

Until......
the live radio broadcast was interrupted by a TV-announcer: we've lost the connection with Vienna, but we're trying to get things back in order as soon as possible. We're sorry for the interruption of the broadcast - or something like that.

Why state the obvious?!? Now we almost missed a goal being scored! We knew we'd lost the picture - it said so on the screen! - but the radio commentators were doing a great job of keeping us up to date, they even knew they were 'on TV' too.

This happened not once, but twice! Apparently the first repair didn't hold longer than 10 minutes, but again when the broadcast was interrupted the second time, radio Five took over within seconds.

This very unnecessary and irritating interruption of an interruption reminded me of Peter F. Drucker's quote:

"There is nothing so useless as doing efficiently that which should not be done at all".

I don't understand people! - sometimes

(My contribution to this month's MZM's group writing project - I think?)

Our - 5 year old - company Wood You Like Ltd prides itself on its high level of customer care. Everyone of our clients knows what they can expect from us from the start, we have webpages filled with (free) information to help them decide and select the best (for their circumstances, interior design wishes and their budget) products and or services we can supply.

And our customer care doesn't stop the moment we've delivered or installed their floor, we don't 'close-the-door' on them (like one 'fellow' installer once told me he did). Our clients appreciate our care, and are happy to tell us so too.

And to be honest, we don't get many complaints or negative remarks from our clients, but we are only human so of course it can happen. We're not afraid of that, of course not! We will always do our utmost best to remedy any issue our clients are not really happy with.

How else can we create word-of-mouth? Because, as Andy Sernovitz so truly states in his book "Word Of Mouth Marketing: How Smart Companies Get People Talking": Marketing is NOT about what you say, it is about what you DO!

This week we received a (long) letter from one of our clients. We worked on a flooring, part renovation job for them last year. Four months ago!
Their letter starts with a sweet remark on how they appreciate the enjoyable relationship they have (had?) with us, which made it somehow hard for them to put pen to paper to state a list with items/issues they're not happy with. And could we please contact them to remedy the situation? OF COURSE! VERY HAPPY TO DO SO! YESTERDAY IF POSSIBLE!

Why on earth did they wait 4 months? It's not that we tell them they can't contact us after we've closed the door on the job, on the contrary! Every client, no matter if we only delivered the floor or delivered and installed it, receives a letter within 4 weeks of delivery/installation. The very first paragraph in this letter states:

"You recently purchased a natural wooden floor or service from us and we trust everything is to your liking and in good order. Please feel free to call us if you are in any doubt. Remember there is always a 4-seasons guarantee on our labour (if we installed the floor for you)."

We cannot make it any clearer than that! Our clients waited 4 months to inform us of their doubts. And what frustrates me most is the ultimate reason they finally did so: more and more friends, family, neighbours remarked on their floor. 4 months of 'festering' doubt if we are the proper company we make out to be, 4 months of generating 'bad publicity' without us even knowing about it, 4 months without us being able to correct the situation if we've made mistakes - we are only human, we do make mistakes (not many fortunately but still, we do!).

We will remedy this situation, no doubt about it and it doesn't matter if it is just a perception or indeed a case of having made mistakes, we will remedy this. Rather sooner than later!

That leaves me with one big 'festering' question:

How do you stop clients NOT complaining?

(update: see comment box)

Team work: team building outside your company

(Oops, a month ago I wrote: 2007, where has it gone? I could say the same of January 2008: where has it gone?!? and excuses for the silence on this blog: I've been rather business busy ;-))

In 2006 73% of UK businesses employed just 1 or 2 employees, most times the 'hands-on' (jack of all trades) director - directors (or sole-trader and partner). Accounting, logistics, marketing, sales, operations, deliveries, customer care, debt collecting, networking etc etc etc. All tasks, jobs any normal business has to tackle. All tasks, jobs in 73% of UK businesses done by the 1 or two employees.

Now, some of these tasks can be outsourced of course. Then the question is always: will the company that handles the outsourced task represent you in same the way you would represent your company. Comparability and consistency.
Also, outsourcing on a part-time or full-time or even project time base? Cash-flow (and once again: consistency).

Or, a method I prefer, you can build a dedicated team around you. A team that consists of team members who know you and your company and the other team members; team members who are a star in their own field - or fields; team members who help you build your company stronger in a consistent way. Team members who have their own business but who will regard you as the team-leader.

You can't build a team like that on an ad-hoc base and, like with any internal team, it takes time to find, source the correct and compatible team members. Not only do they have to get along with you, the team leader, but also with the other members.

Tomorrow, on our FAQ & News site a terrific sample of outside team work will appear. The title is very appropriate too: From little Acorns.....
(small ideas are little acorns, not? And when little ideas are fed with nutritious input and cared for gently but firmly they grow into the most wonderful results, products.)

More on this specific team work, the specific team members and their tremendous input in another post. It's back to the long 'still-to-do-list' for me at the moment.

Eco-logic in the Dragons' Den

Still one of my favourite business programs is BBC's Dragons' Den. Budding 'entrepreneurs' looking - sometimes with absolutely no business feeling at all - for private investors to launch or grow their business. And the investors - the Dragons - come from high standing: all successful business persons on their own.

Entering the Dragons' Den is IMHO a feat on its own and the worst (or best) you go away with is some proper business advice.

Yesterday two clever guys entered: JPM Eco-Logistics, Jerry Mantalvanos and Paul Merker wanted £100,000 for 20% of the business. The business is a haulier company, using trucks made from reclaimed materials and driving on 100% bio-diesel. Hence the name Eco-Logisitics.

The new buzz-word: eco-friendly, eco-logic, eco-logistics, it really doesn't matter what the second part is as long as you seem to be doing something to save, sustain or better the environment. Big money!

In the end, after first James Caan and Duncan Bannatyne teamed up offering the £ 100.000 for 45% of the business,  Theo Paphitis and Deborah Meaden put in a lower bit asking for only 40% of the fledgeling business. That offer was happily accepted by the two budding entrepreneurs.

This is what I saw happening:
Theo, a 'retailer' owning a 350 store chain,  didn't see an investment; he saw cheaper freight costs for delivers to and from his 350 stores and the fashionable label he can splash on everything now: Eco-friendly delivered - i.e. increase his prices a bit.

Jerry and Paul didn't see an investor; they saw a new and important, influential client with 350 stores nation wide.
Their own answer to Evan Davies when he asked if they hadn't given away much more than they had in mind (40% versus the original 20%) sealed my opinion:

"No, not really. We had our maximum of course, but as long as Theo would come on board we were willing to give in."

Double eco-logic whammy. Clever!

Related article: Dragons Den - short window for profit?

Ever wondered what we do - quick guide to installing a wooden floor

Our 'break' last weekend and beginning this week was more a 'work'-break. (Not only did Ton and his nephew install a wooden floor for Ton's sister; I took 'time-off' to re-think our vision-purpose-mission for the coming years - after I was 'dismissed' as the 'not-fit-enough' fitting assistant).

This is what we - well Ton - do for a 'living':
You start with an emptied room

Then you fill the emptied area with as much (professional) tools as you can

Most important: using the correct underlayment for the underfloor your working on and making sure the first few rows are as straight as can be.

Working together does help (and wearing  embroidered T-shirts with company name does make a professional impression - Sieger, Ton's nephew didn't want to part with it later on, so we let him keep it ;-))

The 'end-result', always nice to see (to be honest, first part of the end-result, the living room part of the open plan ground floor still had to be installed at that time)

And after a hard days work (the whole 4 hours it took to install the 35 sq m of Duoplank Oak Rustic, brushed and oiled Castle Grey) it's good to discuss the end result with the client, who happily provided some much needed beverages.

Lovely job ;-)
(The results of my own 'work'-break are a bit harder to show off, take a while longer to establish themselves and don't come with a 4-seasons guarantee also. Time will tell.)

How to confuse your clients with partnerships

'Officially' this post should have had the title:
Progress on our "DIY with a Difference" project
but our progress was hindered due to the above. On the 24th of May I told my friend Stuart I'd set myself a dead-line for having everything for this project in place: end of June would see the opening of our on-line shop.

It wasn't to be. Not that I was procrastinating or had too much other items on my to-do-list. No, I planned to do everything properly, including a simple but secure on-line payment system. Paypal is simple - well rather simple - and mostly secure, but we felt that is wasn't really suitable for a business like us. So we opted for the E-PDQ system (Barclays Business) mainly because we already have a (hard-ware) PDQ-system in our showroom.

Beginning June we requested a quote and everything seemed to go smoothly. Amongst other items I had to report what kind of software we are using for the online-shop: Actinic (another simple and effective to use IT-tool). No problem, E-PDQ could be integrated very simply with Actinic. We accepted the quote.... and the waiting begun. I used that time to have Actinic up to date with all the products we wanted to make available to buy on-line.

After two weeks of silence I made 1 phone call to Barclays Business Card Ecommerce support. Half an hour later various emails landed in my inbox, with all the details I needed to get going, to get the on-line shop live. Hooray!

But no, it wasn't to be. On the form I had clearly mentioned the Actinic software, meaning I was supposed to have a MPI set-up (Merchant Payment Interface). What was arranged instead was a CPI set-up (Cardholder Payment Interface)
Confused? I was, until it was properly explained to me, weeks too late. But still, why ask for the name and type of the software package when the quote was put together and then setting-up the 'wrong' system for us?

I discovered this 'mix-up' (error?) when the first green light came from the Ecommerce Support team. I thought (I know, thought too simple of course) the only thing still to do was adjusting the Actinic software 'payment-tab' with the E-PDQ details.

But no, it wasn't to be. Actinic comes with a E-PDQ setting, but that brings you to Secure Hosting - PARTNERS WITH BARCLAY'S BUSINESS CARD FOR E-PDQ SYSTEMS - and partners with Actinic. Great I thought, that's even better.
Secure Hosting account opened and following the simple instructions on their site how to integrate it into Actinic. Done in 5 minutes. The last instruction was also simple. Tell Barclay's you'll be using Secure Hosting for MPI. And that's were the fun started.

To make a long story short. After various phone-calls, emails (containing again info and instructions on the CPI set-up, not the MPI set-up), other phone-calls and new emails (with yet another incomprehensible form - which in the end was filled in over the phone with help from the Ecommerce Support), two days of silence, new emails informing me the form was filled in incorrectly (%^&$&£^£%!!), the form filled in again etc etc I finally received the second green light. Hooray!

But it wasn't to be. Actinic was working fine with Secure Hosting, Secure Hosting couldn't get through to the E-PDQ. Secure Hosting suspected that the Ecommerce Support hadn't switched my 'store' from test to live. Emails again. On their (E-PDQ) end is was all fine, they said. No, it wasn't Secure Hosting said.
Another phone-call then. Your 'store ID' has been closed (i.e. deleted from our system) because of the (1st) form info.
(Poor lady on the other end of that phone-call - I lost it big time then).

All's well that ends well. The kind lady had everything correctly set-up again for me and my little on-line shop within 30 minutes. Hooray!

Everything is working fine now, Actinic with Secure Hosting with E-PDQ, like clock-work.
But it has left me utterly confused and frustrated why some partners within a partnership have so much trouble informing their clients of that partnership.
A simple tick box on the quote form would suffice:
Software package: Actinic (we will 'sign' you up with our partners at Secure Hosting).

Or is that too simple?

Cascading thoughts: EPA - Systems & Procedures - Hedge-hog

One thing leads to another, specially when you - so once in a while - have to make a 'snap' decision. That's what happened to me this Monday, cascading thoughts - one leading to another to another to another.

It started when Jaci Godman Irvine of Estate Legacy Services came round to discuss - long overdue in fact - arranging the Enduring Power of Attorney for my partner (Ton) and me. We're both Directors of our company, both have our responsibilities to the company and to each other - not just business wise. We have both equal shares and 'voting-power' in and over the business. So, to speak in Jaci's word: if one of us goes batty the 'show must go on' without having to worry about having to go to court etc to gain the 'sole-power' in the business to make legal business decisions.

The question that caused the cascade was: but what if both of you go batty at the same time, or if one goes batty and the other in indisposed in some way (on a business trip far away was the example given) - who will take care of business (and other issues) then? A third 'attorney' would be advisable,  but who did we have in mind?
Good question. The children? No, don't have any. Family? All 'abroad' and with no knowledge whatsoever on UK business and legal issues. I suggested to ask a trusted professional, one who knows us, who knows our business (sometimes I think on some aspects he knows even more about it than we) but also the one who knows how much I care for the business. Don't get me wrong, Ton is as passionate about our business as I am, but...

It comes down to skills, talents/strengths and goals. It's a known fact to both of us that I would 'carry on regardless'. Another know fact is that my partner won't - he doesn't want to carry on in the business without me (bless him, don't 'condemn' me or him for both known facts - it's the way it is). So to me, having this third attorney on board is a very comforting thought: in the event I go batty enough I know he will make sure that the business is taken care of properly - not closed down, dilapidated, forgotten - we worked too hard for it - but either sold or run by someone with the same kind of business mentality we have.

Then came the next thought cascading down. Most of my tasks are 'filed in my head'; not just facts and figures - and most of those are in the bookkeeping program anyway - , but how we write quotes, order confirmations, marketing reminders, emails, answers on DIY-forums, answer questions on our FAQ-blog, answer the phone, welcome clients in our showroom, deal with suppliers, create ads, design web-pages, write FAQ blog posts, the lot. Even with the best intentions in the world someone else would have the hardest of time 'taking' over.

Another 'to do' item on my list then: writing systems and procedures on the above listed items (being an internal ISO9002 auditor - at the former company I worked for - might come in handy now).

Yesterday evening my thoughts cascaded further on this. Writing how-to instructions and procedures is one thing, embedding - engraving even - our business mentality, our Hedge-hog concept into it is another. How do I write the needed systems & procedures without 'killing' the hedgehog?

I need to ponder a bit more about this one, but in the meantime I am very interested in the experiences of others. Specially Art Dinkin's thoughts on this.
Art, I know you're an Financial Planner - US based - but I'm sure you frequently encounter questions like Power of Attorney and the consequences in this role also. What'you think?

Image from "Welcome to the Nut House"

Signs, we do need them - but...

We are surrounded by signs nowadays.

We use signs to promote our businesses. Simple, colourful signs that tells everyone who we are, what we are, where we are and who they can contact us.
Useful signs.

We use signs to enforce new regulations.
Since 1 July this year every office, every shop, every restaurant, every pub, every public place that has four walls and a ceiling (enclosed space) must portrait this sign.
(which also means I'm getting a lot of extra fresh air now). I still think this is 'overdoing' it a bit, everyone knows about the smoking ban in public places, but the signs are everywhere, on every window of every shop.

We use signs to warn traffic for changed circumstances. After almost 30 years of one way traffic Ashford's ring road has been turned into a two-way system since last Sunday (1 July), so signs everywhere to make regular drivers of the ring road aware of the changed system.

We need signs, if we like it or not. But sometimes you have to take a step back and look at your own signs properly: does it do what it is supposed to do? Isn't contradicting, confusing instead of warning, teaching?

Last Friday my partner Ton was on his way to a survey when the B-road he was travelling on  had some roadworks on it. On his side of the road. This sign was in front of the roadworks: Give way to oncoming vehicles.

There was one car in front of Ton, waiting - as 'ordered' by the sign. Past the road works on the other side of the road (oncoming traffic) there was one car: waiting.

When the driver in front of Ton decided he'd waiting long enough and drove on, Ton followed. Passing the road sign on the other side of the works he looked back: exactly the same sign: Give way to oncoming vehicles!

Have you checked all your signage lately? Any contradicting another? Any not really clear on what it is supposed to instruct, tell, and most important warn for?

Progress on dilemma: DIY with a Difference

After I posted my "Dilemma in Progress" last week both Richard C and Stuart Baker advised me to take 'quiet time' on this and "you will probably discover the solution in something else you are doing!". Stuart also gave the following piece of brilliant advice:

"I ask myself if I can picture NOT doing something. What does my gut tell me about NOT doing something? If the inner response is that I will have turned away from something that wanted to be in my life, I have an answer."

I cannot see us NOT launching our online shop for DIY-ers. My gut feeling tells me the niche-market is out there and our progress is there too.

One answer had been staring me in the face all along - the logistical headache remedy lays in the price lists/catalogues of our 4 main manufacturers - suppliers.  Where I normally focus on the best costs-effective solution per product (additional products like underlayment, oils and adhesives - which we do stock in small quantities) I 'only' have to turn that into most cost-effective solution per order/combination of products. All 4 suppliers stock most of these products and 'all' I have to do is find the right price for the online shop per product - wherever it comes from.

The second answer came to me during a phone conversation with my mother about how some customers just seem to 'drop out of the sky into our showroom'. That gave me the remedy for the scripting of (part of) the websites and really turn it into "DIY with a Difference".

Had I mentioned in the recent post the two main types of sales (called it type of customers there but in fact it is the 'type of sale') we have: GSI (Get Someone In - supply and install) - versus DIY (supply only) we also have three main types of customers:

1. Homework-doners
   As the description 'predicts' these customers (the ones I mentioned to my mother) 'drop out of the blue sky', have all their homework done (mostly online), know exactly what they want, how much and what other products they need. In fact, all they come for is to place the order and to pay.
   
2. Couldyoutellme's
   Most of their homework done, know almost for sure what they want but are looking for some more advice. Be it on what wood type would suite their design most, what method of installation would be best for their circumstances, could we calculate exactly how many square meters they need?
3. Likewoodbut's Know they like to have a wooden floor, but that's it really. Like to see lots of different samples; hear the various types of installation methods; the advantages and disadvantages of different finishes; other options there are. Apologise for having to ask so many questions, knowing so little - and we just reassure them (sometimes time after time) that's not a problem for us: that's what we are here for.

From the commercial point of view type 1 customers create the easiest and quickest turnover, but personally I like type 2 and 3 best because of the interaction and 'conversation' point of view. With them you can build up a real relationship and 9 times out of 10 they become our best ambassadors.

Our "DIY with a Difference" online approach must make all 3 types 'feel at home'. Translated into scripting and/or extra options this means:

1. Homework-doners: know what I want, can I find that here, what's the price, how do I order and where/how do I pay.
   (Simple: in-out, no hassle, straight forward on-line shop)
2. Couldyoutellme's: for them we will have the option to download pictures of the various flooring (interior design pictures, not just shots of small sample boards), simple instructions for installation and after care (including links to our FAQ blog where, if needed, they can even ask their own questions). This will (hopefully) turn them into type 1 customers.
   
3. Likewoodbut's even more options, links to our information websites, many email-links with various body-text parts automagically filled in, to lead them to ask the right questions or request the right extra information in order to speed up the 'conversation' (happened before that it takes 4 emails before they even realise they have to tell us where in the UK they are before we can price the delivery), loads of pictures, downloadable leaflets and brochures, and many 'links' to our contact details including our phone number.
   If they turn into a type 1 customer, great; if not we also give them the option to request a specified quotation and other (off-line) payment options.

Lots of work still to do, many boxes still to be ticked, but dilemma is definitely solved. "DIY with a Difference" will focus on our main company aim and mission:
supplying our customers with the most suited high quality natural wooden flooring in the most suited for them on-line way.

Self-service or with some guidance from the 'waiters'.