Credit crunch opens doors for start-ups
Updated: 19:14, Friday April 3, 2009
Contrary to all the doom and gloom in the SME sector, now is actually are good opportunity to look at starting your own business.
With a spate of reduncancies sweeping across the business sector, many are finding it may just give them the push they need to turn their dreams into a reality.
Ben Fewtrell from Action Coach says there are many reasons as to why now is a good time to look into starting a business, most of all because the cost of doing so has come down significantly.
Attracting the right people to work in small business can always be a challenge, but now with unemployment rising it provides significant opportunities for small business owners to secure the best people.
Base salaries have come down now and Fewtrell says it is a good time to put in place a bonus incentive scheme for new employees.
With businesses reviewing their suppliers to find a better deal, this also provides opportunity for new businesses to come into the market with innovation or lower pricing structures.
Fewtrell says that if you are looking to start a new business, it is a great time to go and get some cost free PR as many other small businesses may have gone into defensive mode in preparation for a recession.
He says the businesses that are more proactive in tough times are the ones who can rise to the top once the economy ticks up again.
Friday, April 10, 2009
How to write ads that sell
I can’t tell you how many times I have had someone tell me that advertising doesn’t work, when in reality their ad was terrible... Advertising is an art, and knowing this simple formula will get you off to a good start.
Now before I kick off with my killer 4 step process I want to make sure that you understand that unless you are a BIG name product that already has a huge market presence, you don’t even need your company name in the ad at all! Yep… I know that might be freaking you out right now, in fact, you’re used to having your name right at the top of the ad… and who does that excite… well, just you, and your mum!
So let’s get started. I am going to teach you a simple formula known as the AIDA principle. AIDA stands for Attention, Interest, Desire and Action. You can use this for ANY type of advertising, whether it is a newspaper ad or a brochure, if you follow this principle you will get more responses from your advertising guaranteed!
Step 1.
A is for Attention, so what are you doing to get the readers attention? You need to have an attention grabbing headline. For example, if I were a wedding photographer, I could use my name as my headline (unfortunately very commonly seen). Ben Fewtrell Photography is not a very strong attention grabbing headline, sure, I am going to get the attention of some people looking for a photographer, but what if I was after wedding gigs… How about a headline like…
At last, a wedding photographer that personally guarantees you’ll be ecstatic with your wedding photos or you won’t pay a cent!Or it could be as simple as…
Don’t hire a wedding photographer until you have read this…
Now, if you were getting married and looking for a wedding photographer there is no way you could go past that ad without reading it. Your headline has to get the readers attention, and has to get the reader to continue reading the ad.
Step 2.
I is for Interest. Basically, your ad has to be interesting or your reader will move on pretty quickly. You can make it interesting with words, photos and layout. Before and after photos are great if it suits your business. One tip that I will give is that you must right your ad remembering that your reader is interested in WIIFM (What’s in it for me). Rather than the boring old we have been in business since 1978 and we have a new showroom and we pride ourselves on our work and we we we we all the way home! Make sure you write in a point of YOU. Use the word YOU rather than WE and you’ll be talking directly to your reader and they will be interested. (Just like you feel right now!)
Step 3.
D is for Desire. Desire is create through using a great offer. Remember, your job is to get the prospect to the next step, the easier it is for them to respond to your offer, the higher your conversion rate will be. For example, If I were the wedding photographer as mentioned above, I could offer a free guide called “7 things you need to know to guarantee you have the perfect wedding”. It would be easy for me to write this or get someone to write this for me, and I would instantly have something that my target market would want, after all, if you were getting married would you want to know these 7 things? Of course you would, so I now have a way to instantly get my target market talking to me (or doing whatever call to action I request)
Step 4.
A is for Action. Now all that is left to do is create a call to action. It can be as simple as CALL NOW on 999 999 999 or visit www.yourdomain.com/free-guide. Just make sure you make your call to action clear. Make it easy for your prospect to respond and you will have more leads than you know what to do with!
Now before I kick off with my killer 4 step process I want to make sure that you understand that unless you are a BIG name product that already has a huge market presence, you don’t even need your company name in the ad at all! Yep… I know that might be freaking you out right now, in fact, you’re used to having your name right at the top of the ad… and who does that excite… well, just you, and your mum!
So let’s get started. I am going to teach you a simple formula known as the AIDA principle. AIDA stands for Attention, Interest, Desire and Action. You can use this for ANY type of advertising, whether it is a newspaper ad or a brochure, if you follow this principle you will get more responses from your advertising guaranteed!
Step 1.
A is for Attention, so what are you doing to get the readers attention? You need to have an attention grabbing headline. For example, if I were a wedding photographer, I could use my name as my headline (unfortunately very commonly seen). Ben Fewtrell Photography is not a very strong attention grabbing headline, sure, I am going to get the attention of some people looking for a photographer, but what if I was after wedding gigs… How about a headline like…
At last, a wedding photographer that personally guarantees you’ll be ecstatic with your wedding photos or you won’t pay a cent!Or it could be as simple as…
Don’t hire a wedding photographer until you have read this…
Now, if you were getting married and looking for a wedding photographer there is no way you could go past that ad without reading it. Your headline has to get the readers attention, and has to get the reader to continue reading the ad.
Step 2.
I is for Interest. Basically, your ad has to be interesting or your reader will move on pretty quickly. You can make it interesting with words, photos and layout. Before and after photos are great if it suits your business. One tip that I will give is that you must right your ad remembering that your reader is interested in WIIFM (What’s in it for me). Rather than the boring old we have been in business since 1978 and we have a new showroom and we pride ourselves on our work and we we we we all the way home! Make sure you write in a point of YOU. Use the word YOU rather than WE and you’ll be talking directly to your reader and they will be interested. (Just like you feel right now!)
Step 3.
D is for Desire. Desire is create through using a great offer. Remember, your job is to get the prospect to the next step, the easier it is for them to respond to your offer, the higher your conversion rate will be. For example, If I were the wedding photographer as mentioned above, I could offer a free guide called “7 things you need to know to guarantee you have the perfect wedding”. It would be easy for me to write this or get someone to write this for me, and I would instantly have something that my target market would want, after all, if you were getting married would you want to know these 7 things? Of course you would, so I now have a way to instantly get my target market talking to me (or doing whatever call to action I request)
Step 4.
A is for Action. Now all that is left to do is create a call to action. It can be as simple as CALL NOW on 999 999 999 or visit www.yourdomain.com/free-guide. Just make sure you make your call to action clear. Make it easy for your prospect to respond and you will have more leads than you know what to do with!
How To Build an Effective Marketing Plan for Your Business
The best mouse trap doesn't always sell the most! In this "how to" I am going to share with you the 6 steps you need to take to build a bullet proof marketing plan. Too many people put zero effort into creating a marketing plan then wonder why they aren't attracting any customers?
Step 1. Work out WHO is your ideal client. Think about who it is you want to deal with, what type of customer are you looking to attract. This is one of the most critical parts of any marketing campaign and one area that is often overlooked. For example, if you want to attract people that pay on time and don’t haggle for a better price, then you need to make sure you identify WHO these people are so you can go through the next 5 steps with ease!
Simply write a list of the top attributes of your favourite customers and this will be a good starting point. You can now add any other attributes you think would be ideal, and also add things like demographics, gender, age etc.
Step 2. Now you know WHO you are looking for you need to work out WHERE you will find them in their highest concentration. For example, if your ideal customer was young mums with disposable incomes, then maybe you would find them at exclusive child care centres… get the idea? So grab your pen and write a list of WHERE you think you would find your ideal customer. Remember, it doesn’t have to be a location, maybe there is a certain magazine they are reading, maybe you would find them on an internet forum… It can be anything so make sure you’re thinking outside of the box.
Step 3. Okay… cool, you are just about at the halfway point, now that you have worked out WHO your ideal client is and WHERE you will find them in their highest concentration you need to work on WHAT are you going to offer them and WHAT does your prospect want?
Getting clear on WHAT will greatly increase your chance of your marketing campaign success. You could offer something as simple as a free report or a free consultation. Think about WHAT your prospect wants… it’s no good offering a free report if it isn’t going to excite them. As you create your offer, remember the larger commitment you are asking your prospect to make, the lower your conversion rate will be.
Step 4. Now it’s time to work out HOW you are going to communicate your offer to them. In other words, what marketing medium will you use? During step 2 you would have worked out where they are, so start thinking about HOW you can get your message to them.
Step 5. Once you have worked out HOW you are going to communicate your offer to your prospects, you need to decide WHEN the best time for me to do this is. It is no good marketing to your target market when they are not listening/watching or paying attention. If you’re marketing a ‘back to school’ product then you wouldn’t market this at the end of the school term. Have a think about WHEN you’re prospects are in tune and looking for your service or product.
Step 6. This is the final step, and one of the most critical of all 6 steps. Once you have a prospect contacting you, you will need to know WHY they will buy from you rather than a competitor. What makes you unique? Is your offer strong enough that they feel compelled to buy from you over the competition? If your prospect has nothing besides your price to compare against others then you are destined to fail. Work out how you can add additional value and this will answer the WHY question for every single prospect.
Step 1. Work out WHO is your ideal client. Think about who it is you want to deal with, what type of customer are you looking to attract. This is one of the most critical parts of any marketing campaign and one area that is often overlooked. For example, if you want to attract people that pay on time and don’t haggle for a better price, then you need to make sure you identify WHO these people are so you can go through the next 5 steps with ease!
Simply write a list of the top attributes of your favourite customers and this will be a good starting point. You can now add any other attributes you think would be ideal, and also add things like demographics, gender, age etc.
Step 2. Now you know WHO you are looking for you need to work out WHERE you will find them in their highest concentration. For example, if your ideal customer was young mums with disposable incomes, then maybe you would find them at exclusive child care centres… get the idea? So grab your pen and write a list of WHERE you think you would find your ideal customer. Remember, it doesn’t have to be a location, maybe there is a certain magazine they are reading, maybe you would find them on an internet forum… It can be anything so make sure you’re thinking outside of the box.
Step 3. Okay… cool, you are just about at the halfway point, now that you have worked out WHO your ideal client is and WHERE you will find them in their highest concentration you need to work on WHAT are you going to offer them and WHAT does your prospect want?
Getting clear on WHAT will greatly increase your chance of your marketing campaign success. You could offer something as simple as a free report or a free consultation. Think about WHAT your prospect wants… it’s no good offering a free report if it isn’t going to excite them. As you create your offer, remember the larger commitment you are asking your prospect to make, the lower your conversion rate will be.
Step 4. Now it’s time to work out HOW you are going to communicate your offer to them. In other words, what marketing medium will you use? During step 2 you would have worked out where they are, so start thinking about HOW you can get your message to them.
Step 5. Once you have worked out HOW you are going to communicate your offer to your prospects, you need to decide WHEN the best time for me to do this is. It is no good marketing to your target market when they are not listening/watching or paying attention. If you’re marketing a ‘back to school’ product then you wouldn’t market this at the end of the school term. Have a think about WHEN you’re prospects are in tune and looking for your service or product.
Step 6. This is the final step, and one of the most critical of all 6 steps. Once you have a prospect contacting you, you will need to know WHY they will buy from you rather than a competitor. What makes you unique? Is your offer strong enough that they feel compelled to buy from you over the competition? If your prospect has nothing besides your price to compare against others then you are destined to fail. Work out how you can add additional value and this will answer the WHY question for every single prospect.
Friday, April 3, 2009
Branding your Business
Have you ever run a marketing campaign and then wondered why the phone didn't ring? Or why hundreds of customers didn't come rushing to bash down your doors to buy from you?
Reality is, the response rates to 'direct response' marketing is lower than any of us would care to know. We are optimistic by nature, and when we place an ad, do a flyer drop or run a radio campaign we spend the week leading up to the campaign working out how we are going to handle all the extra business it will create, only to be disappointed when the phone only rings two or three times...
So should you even bother spending your money on marketing? The short answer is a resounding YES! The key is to understand how to make it work for your business.
Have a think about the last time you got so excited about an ad, flyer or radio/TV commercial that you dropped everything in a mad panic to get to the phone and buy whatever it was they were advertising. However, I am sure you could sing a jingle or two of your favorite brands.
Now, I'm not saying that direct marketing doesn't work, what I am saying is it rarely works as well as we expect. For this reason, it is a trap for any business and to maximize your return on investment there are some important factors to consider before launching any campaign.
There are two very different types of advertising, Brand Building and Direct Response. I'll kick off by saying that 'Direct Response' marketing needs to make you enough profit from the campaign to pay for it, and also add some profit to your bottom line to be considered a 'success'. This type of ad is 'salesmanship in print' and needs to compel the reader to take action NOW. Don't expect a high response rate unless you are willing to offer a deal too good to miss. I am sure you'll remember the "but wait, there's more" ad campaigns, offering a set of steak knives to close the deal along with money back guarantees and 2 for 1 deals.
Now let's take a look at the latter, Brand Building. Brand building is all about 'Trust' and 'Credibility'. You will always feel comfortable buying from someone that you trust and has credibility, no matter how good a deal is, if you do not 'trust' the seller then you won't buy. Marketing guru Seth Godin says it's about being a "purple cow". It's about being the one purple cow in a paddock of brown cows. Also known as your USP (Unique Selling Proposition). If you are not different from your competitors then you're destined to compete only on price.
Having a strong brand can make the phone ring, can make customers walk into your store, can create loyal customers and get people to buy from you. Many of the 'big' players have proven this time and time again. So how do you go about building your brand?
Make it unique
You need to be truly unique to position your brand for success. 'satisfaction guaranteed' and 'friendly service' are far from unique, and if that's all you can come up with to clearly define your difference then you are wasting your time.
Support a cause
Sometimes building your brand can be as simple as supporting a cause, the rock band Midnight Oil did it, as did the 'Body Shop' with their policy of 'no animal testing' and there 'save the whales with Greenpeace' campaign. Studies have shown that people will switch to your brand if you support a good cause.
Create a 'WOW' factor
Remember the last really good movie you watched, how many people did you tell about it? Make your business an 'experience' your customers will rave about.
Have a clear vision
Your vision needs to enroll and inspire everybody in touch with your business. You, your team and your customers. Get everyone excited about your brand.
Know your customer
Make sure you are clear about WHO your ideal customer is. Using a 'blanket approach' will cost time and money. Once you have clarity about your ideal client you will be able to send a clear message directly to your market.
Reality is, the response rates to 'direct response' marketing is lower than any of us would care to know. We are optimistic by nature, and when we place an ad, do a flyer drop or run a radio campaign we spend the week leading up to the campaign working out how we are going to handle all the extra business it will create, only to be disappointed when the phone only rings two or three times...
So should you even bother spending your money on marketing? The short answer is a resounding YES! The key is to understand how to make it work for your business.
Have a think about the last time you got so excited about an ad, flyer or radio/TV commercial that you dropped everything in a mad panic to get to the phone and buy whatever it was they were advertising. However, I am sure you could sing a jingle or two of your favorite brands.
Now, I'm not saying that direct marketing doesn't work, what I am saying is it rarely works as well as we expect. For this reason, it is a trap for any business and to maximize your return on investment there are some important factors to consider before launching any campaign.
There are two very different types of advertising, Brand Building and Direct Response. I'll kick off by saying that 'Direct Response' marketing needs to make you enough profit from the campaign to pay for it, and also add some profit to your bottom line to be considered a 'success'. This type of ad is 'salesmanship in print' and needs to compel the reader to take action NOW. Don't expect a high response rate unless you are willing to offer a deal too good to miss. I am sure you'll remember the "but wait, there's more" ad campaigns, offering a set of steak knives to close the deal along with money back guarantees and 2 for 1 deals.
Now let's take a look at the latter, Brand Building. Brand building is all about 'Trust' and 'Credibility'. You will always feel comfortable buying from someone that you trust and has credibility, no matter how good a deal is, if you do not 'trust' the seller then you won't buy. Marketing guru Seth Godin says it's about being a "purple cow". It's about being the one purple cow in a paddock of brown cows. Also known as your USP (Unique Selling Proposition). If you are not different from your competitors then you're destined to compete only on price.
Having a strong brand can make the phone ring, can make customers walk into your store, can create loyal customers and get people to buy from you. Many of the 'big' players have proven this time and time again. So how do you go about building your brand?
Make it unique
You need to be truly unique to position your brand for success. 'satisfaction guaranteed' and 'friendly service' are far from unique, and if that's all you can come up with to clearly define your difference then you are wasting your time.
Support a cause
Sometimes building your brand can be as simple as supporting a cause, the rock band Midnight Oil did it, as did the 'Body Shop' with their policy of 'no animal testing' and there 'save the whales with Greenpeace' campaign. Studies have shown that people will switch to your brand if you support a good cause.
Create a 'WOW' factor
Remember the last really good movie you watched, how many people did you tell about it? Make your business an 'experience' your customers will rave about.
Have a clear vision
Your vision needs to enroll and inspire everybody in touch with your business. You, your team and your customers. Get everyone excited about your brand.
Know your customer
Make sure you are clear about WHO your ideal customer is. Using a 'blanket approach' will cost time and money. Once you have clarity about your ideal client you will be able to send a clear message directly to your market.
Wednesday, April 1, 2009
How to Improve Your Sales Results!
Did you know that you can talk yourself out of a sale?
You have two ears and one mouth, you need to use them proportionally in sales, otherwise you run the risk of talking yourself out of the sale. The key to getting the sale is asking great questions. Let your prospect buy from you rather than you sell your prospect. No-one likes to be 'sold to' and as soon as your prospect feels they are being 'sold to' they will turn cold and it will be even harder for you to get the sale.
Let's take a look at what you need to do to improve your sales results.
You only get one first impression
Make sure that your first contact with the prospect has a good impact. You only get one 'first impression' and your prospect will be making their initial assessment of you and your product/service based on your first contact. In fact, you can make or break the sale in the first 3 minutes of contact.
Have a customer orientated 'purpose'
Focus on what your customer needs, not on the fact that you need to get the sale! This can be especially difficult if cash flow is tight or you desperately need the sale. Your prospect will know if you are genuinely interested in what they need, and if your purpose is to help them get to a beneficial solution, they will be happier to buy from you. If your only focus is getting the sale, your prospect will be harder to convert, possibly increasing your focus to the point where it is a vicious cycle. As you become more desperate for the sale, it becomes harder to get the sale!
Create a sales kit
It is important that you have the tools you need to help your prospect understand what you have on offer. A good sales kit will also provide you with structure and tools to keep you focused. In your sales kit you should include customer testimonials, Product samples or photos, relevant agreements and paperwork and a visual sales presentation. Make sure you use a quality folder rather than a cheap one that will be falling apart by the time you have used it a few times. I would recommend spending the extra few dollars on a leather folder; it always makes a good impression.
Understanding People
Different people operate in different ways. We all have a certain personality type and a preferred modality of communication. It is important to know if your prospect will need a lot of detail or not, will they want to touch and feel your products or would they rather see it or hear it? Will they need re-assuring or are they the type of person that will jump straight in and try new things? As a professional salesperson you should know how to work out what personality type someone is, what modality of communication they use and how they would most likely want to be dealt with.
Ask Lots of Questions
The key to getting the sale is asking great questions. This has two main purposes. Firstly, it will help you gather information about what your prospect is looking for so you can decide what you are best to offer. Secondly, asking great questions keeps you in control, and positions you as the expert in your field, your prospect will think that if you're asking the questions you must know the answers...
When asking questions start with open ended questions. These are questions that cannot be answered with a simple yes or no. Usually an open ended question will start with Who, What, When, Why, Where or How. Once you have started to gather information you can then start to get more specific with your questions helping you find out exactly what your prospect needs. You can then check their temperature by asking something like "would you prefer the blue or yellow one?" If they choose one of these colours then it is likely they are ready to buy, you can proceed by asking a more detailed question like "would you like that delivered Tuesday or Wednesday?" At this point they will either give you a delivery date or you'll get an objection.
Handling Objections
Too often I have heard salespeople get argumentative when they receive an objection. This is not an attack on you, it is the prospects way of telling you they either need more information or they don't see value in what you are offering. Arguing with your prospect will turn them off, and you won't get the sale. If your prospect has an objection... Listen! Be empathetic and help them work through the issues. Ask them if there is anything else bothering them, and if you resolve their issue will they go ahead today.
Ask for the Sale
Your prospect knows you are trying to get them to buy your product/service and will be expecting you to ask them to buy. However, sometimes salespeople fear that they will get a rejection and they do not ask for the sale! To help make this easier, ask your prospect for permission before your sales presentation by saying something like "if at the end of my presentation we both agree that there is a benefit in working together, we'll get the paperwork done today. Is that okay with you?" This way they will be expecting that if everything is okay, you will be getting them to make a commitment at the end of your presentation.
Have Fun!
Finally, have fun! Don't expect that everyone you see is going to buy from you, you need to be realistic, I will finish up by leaving you with a saying that I love... "Some will, Some wont, Some do, Some don't"
Ben Fewtrell is a Business Coach, Author and Key Note presenter. Ben has presented to thousands of business people around the globe. You can find out more about Ben at http://www.benfewtrell.com
You have two ears and one mouth, you need to use them proportionally in sales, otherwise you run the risk of talking yourself out of the sale. The key to getting the sale is asking great questions. Let your prospect buy from you rather than you sell your prospect. No-one likes to be 'sold to' and as soon as your prospect feels they are being 'sold to' they will turn cold and it will be even harder for you to get the sale.
Let's take a look at what you need to do to improve your sales results.
You only get one first impression
Make sure that your first contact with the prospect has a good impact. You only get one 'first impression' and your prospect will be making their initial assessment of you and your product/service based on your first contact. In fact, you can make or break the sale in the first 3 minutes of contact.
Have a customer orientated 'purpose'
Focus on what your customer needs, not on the fact that you need to get the sale! This can be especially difficult if cash flow is tight or you desperately need the sale. Your prospect will know if you are genuinely interested in what they need, and if your purpose is to help them get to a beneficial solution, they will be happier to buy from you. If your only focus is getting the sale, your prospect will be harder to convert, possibly increasing your focus to the point where it is a vicious cycle. As you become more desperate for the sale, it becomes harder to get the sale!
Create a sales kit
It is important that you have the tools you need to help your prospect understand what you have on offer. A good sales kit will also provide you with structure and tools to keep you focused. In your sales kit you should include customer testimonials, Product samples or photos, relevant agreements and paperwork and a visual sales presentation. Make sure you use a quality folder rather than a cheap one that will be falling apart by the time you have used it a few times. I would recommend spending the extra few dollars on a leather folder; it always makes a good impression.
Understanding People
Different people operate in different ways. We all have a certain personality type and a preferred modality of communication. It is important to know if your prospect will need a lot of detail or not, will they want to touch and feel your products or would they rather see it or hear it? Will they need re-assuring or are they the type of person that will jump straight in and try new things? As a professional salesperson you should know how to work out what personality type someone is, what modality of communication they use and how they would most likely want to be dealt with.
Ask Lots of Questions
The key to getting the sale is asking great questions. This has two main purposes. Firstly, it will help you gather information about what your prospect is looking for so you can decide what you are best to offer. Secondly, asking great questions keeps you in control, and positions you as the expert in your field, your prospect will think that if you're asking the questions you must know the answers...
When asking questions start with open ended questions. These are questions that cannot be answered with a simple yes or no. Usually an open ended question will start with Who, What, When, Why, Where or How. Once you have started to gather information you can then start to get more specific with your questions helping you find out exactly what your prospect needs. You can then check their temperature by asking something like "would you prefer the blue or yellow one?" If they choose one of these colours then it is likely they are ready to buy, you can proceed by asking a more detailed question like "would you like that delivered Tuesday or Wednesday?" At this point they will either give you a delivery date or you'll get an objection.
Handling Objections
Too often I have heard salespeople get argumentative when they receive an objection. This is not an attack on you, it is the prospects way of telling you they either need more information or they don't see value in what you are offering. Arguing with your prospect will turn them off, and you won't get the sale. If your prospect has an objection... Listen! Be empathetic and help them work through the issues. Ask them if there is anything else bothering them, and if you resolve their issue will they go ahead today.
Ask for the Sale
Your prospect knows you are trying to get them to buy your product/service and will be expecting you to ask them to buy. However, sometimes salespeople fear that they will get a rejection and they do not ask for the sale! To help make this easier, ask your prospect for permission before your sales presentation by saying something like "if at the end of my presentation we both agree that there is a benefit in working together, we'll get the paperwork done today. Is that okay with you?" This way they will be expecting that if everything is okay, you will be getting them to make a commitment at the end of your presentation.
Have Fun!
Finally, have fun! Don't expect that everyone you see is going to buy from you, you need to be realistic, I will finish up by leaving you with a saying that I love... "Some will, Some wont, Some do, Some don't"
Ben Fewtrell is a Business Coach, Author and Key Note presenter. Ben has presented to thousands of business people around the globe. You can find out more about Ben at http://www.benfewtrell.com
Learn how not to treat your customers by dealing with Telstra!
I thought I would share a recent experience with Telstra. I was amazed at the lack of customer focus this company has even though we are in tough economic times and the competition in the telco industry is growing!
I was checking over my latest bill (something I haven't done for a long time) and discovered that Telstra had been charging me $5.95 a month for a dial up service. Now I know what you're thinking! What a bargain! Where do you get internet access for $5.95? Well... the answer is that you don't, and I didn't. In fact, I had never ordered this service, and if you rang telstra and said you wanted to go onto the $5.95 per month internet plan I am sure they wouldn't have a plan that low.
So I checked all my bills to see how long they had been sneaking this charge onto my account, and discovered it had been charged for the past 20 months! A whopping $119 for nothing...
No big deal I said... "I just call them and sort it out" - hmmm, I thought it would be simple to fix - BIG MISTAKE.
They said it was my responsiblity to check my bills and that their policy was to only refund the last 3 months. Regardless of the fact that they agreed that this was a wierd charge, and was never used.
I do have an option, it is to fill in some 'request for credit' form and send it off to them hoping that they will alter their refund policy for me...
To them, I am just an account number, I spend several thousand dollars with them every month, and this is the service that I recieved!
Telstra, a simple "I'm sorry, we'll rectify that for you and apologise for charging you for something we shouldn't have" would have been nice, instead, you want me to jump through hoops because I trusted you (silly me) and didn't check my bills in great detail.
The cost to Telstra - well, now I tell the world what they're up to by use of the internet... and hopefully Karma will bite them in the arse some day!
now run off my friends and check your bill!
I was checking over my latest bill (something I haven't done for a long time) and discovered that Telstra had been charging me $5.95 a month for a dial up service. Now I know what you're thinking! What a bargain! Where do you get internet access for $5.95? Well... the answer is that you don't, and I didn't. In fact, I had never ordered this service, and if you rang telstra and said you wanted to go onto the $5.95 per month internet plan I am sure they wouldn't have a plan that low.
So I checked all my bills to see how long they had been sneaking this charge onto my account, and discovered it had been charged for the past 20 months! A whopping $119 for nothing...
No big deal I said... "I just call them and sort it out" - hmmm, I thought it would be simple to fix - BIG MISTAKE.
They said it was my responsiblity to check my bills and that their policy was to only refund the last 3 months. Regardless of the fact that they agreed that this was a wierd charge, and was never used.
I do have an option, it is to fill in some 'request for credit' form and send it off to them hoping that they will alter their refund policy for me...
To them, I am just an account number, I spend several thousand dollars with them every month, and this is the service that I recieved!
Telstra, a simple "I'm sorry, we'll rectify that for you and apologise for charging you for something we shouldn't have" would have been nice, instead, you want me to jump through hoops because I trusted you (silly me) and didn't check my bills in great detail.
The cost to Telstra - well, now I tell the world what they're up to by use of the internet... and hopefully Karma will bite them in the arse some day!
now run off my friends and check your bill!
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