It was from our Spanish tutor. We have a lesson tonight and my wife is sick.
The tutor’s policy is 24 hours notice; we only gave her 21.
And yes, she’s well within her rights to charge the fee – it was in the documentation she gave us on the first day.
But I think she missed a big opportunity, one that’s worth a lot more than $10.
What if, instead, she had said, “My cancellation fee is usually $10, but I’m happy to waive it this time.”
Now we’d be grateful, instead of a little bit grumpy.
And she’d have a client for life, instead of a client who was just reminded that this is a business arrangement, not a relationship. If a better/cheaper/more convenient tutor comes along, we might take a look.
Marketing isn’t just the words you say and the things you write. It’s everything you do, every day.
Maybe you’ve noticed … they’ve been notifying the winners all week.
I’ve stayed close to the phone but, so far, not a peep.
Of course, as a practical matter, once we leave school (where it happens all the time) and a traditional job (where it happens occasionally), it’s rare for any person or organization to formally confirm our expertise.
So you have two options:
1. Keep waiting for the phone to ring.
2. Finally accept the fact that you (and yes, I do mean you) are more than qualified to claim expertise in whatever it is you do. The only thing missing is your believing it.
As for me, as of this writing, I’ve still got a shot at the 2018 Nobel in Economics, Peace and Chemistry (granted, that last one is a long shot).
It’s to the people who registered for my “Storytelling in Business” webinar last week.
But they already paid me. And I’ve already delivered the webinar and the promised follow-up materials.
So why bother?
Because it’s not expected.
Because snail mail is an underused channel.
Because most organizations – of any size – just take the money and run.
P.S. If you were an attendee of that webinar, I’ve now ruined the surprise (we never had this conversation).
Unfortunately, I didn’t realize it was missing until just now … and my client is 45 minutes away.
Fortunately, I have a (cheap) backup machine in my office. That will do just fine until I pick up the cord later this week.
Nearly every professional backs up his or her business data. But if your computer gets lost, stolen, power-surged or, as in my case, unpower-surged, you’re still out of business.
Inexpensive desktop PCs start below $200.00 (Mac users, sorry, it’s definitely more than that).
A pretty good investment to keep the wheels on the bus going round and round!
Two reasons why:
First, because I have a much better chance of developing a popular webinar if I asks the potential buying audience what they need, rather than my just picking something at random.
Second, because doing so is marketing; it’s a chance for me to connect multiple times with all of you, those same potential buyers:
Once, when I send the survey.
Again, when I share the responses.
A third time when I send a special email to respondents offering a discount when I launch the webinar.
It’s easy to get hyper-focused on selling since, after all, that’s when people pay you.
Marketing, though, is all the stuff you do before, during and after, to make the selling part more efficient.