Greetings,

You'll definitely find this week's feature article by Angela Wu of interest - whether you're a business owner or a customer. This is something that's close to my heart - I know exactly the frustration that Angela discusses. We'd all do well to run a critical eye over the way we address this issue.

Regular contributor, Don Wetmore, gives a terrific tip on how to minimise all those annoying - and unnecessary - interruptions.

Regards,

Jennifer 

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Confessions from a 27-year old Maryland man who has quietly built an automatic 6-figure income with a simple 2-page web site (and why nearly anyone can copy his success). Read more here: http://www.write101.com/letters/profits 

First impressions are important - your website must present a professional image if your visitors are going to stay long enough to explore what you have to offer. You can have your site professionally edited (for spelling, punctuation and grammar), while you get on with what you do best - taking care of business! Click now for details: http://www.write101.com/webit.htm

What Ever Happened to Personalized Service?
(c) Copyright 2001, Angela Wu

If you've ever written to a company that over-uses
automation or form letters, you'll understand the feeling
of teeth-gritting *frustration* with canned responses that
don't even begin to answer your question. 

It's especially aggravating when you just can't seem to
find a real human being to talk to.  Inquiry after inquiry
is greeted by an automated robot.

Yet more and more online businesses are using autoresponders
to save time.  And I can see why; they're wonderful tools. 
These special email addresses can be set up to send out
'pre-written' emails and save you from a lot of manual
work. 

For example, autoresponders can be used to deliver
advertising rates, email courses, reports, free chapters
or trials or your eBook or software.  You can also use
them to send out your sales letter and a series of
automated follow-up messages.

They're extremely versatile ... and a great way to free
up your time, keep in touch with your prospects, build
credibility, and increase sales.

BUT autoresponders are only *tools*.  They cannot - and
should not - replace the personal touch that only a real,
live human can provide.

Face it:  the Internet is a vast, cold place.  No one
likes to feel like 'just another faceless entity'.  Here
are a few situations where a personalized email can work
wonders ...

1.  Your Prospect Sends You a Specific Question.

If your prospect opens up your autoresponder message and
hits 'reply', that reply should go directly to *you*. 
Take a few minutes and specifically address your prospect's
question or concern.  She's interested enough to write to
you; shouldn't you be eager for the opportunity to convert
her interest into a sale - and possibly a loyal customer?

2.  Thank-You Letters.

Oh, I understand that businesses that process a lot of
online orders cannot possibly send every single customer
a personalized thank-you note.  It's just plain impossible.

However, small tokens of appreciation can go a long ways.
For example, send a quick thank-you note to your repeat
customers. 

Another time you want to send a personal thank-you letter
is when you receive a testimonial.  You've obviously done
a great job with your product!  Why not use the opportunity
to build customer loyalty?  A simple, personal note
reinforces her positive feelings about her purchase -
and about *you*.  Remember that word-of-mouth advertising
is some of the best free promotion available ... !

3.  Replies to Comments and Suggestions.

It is absolutely maddening to write to someone with
constructive feedback and receive a response like,

  'Dear Friend,

   Thank you for your comments.  We appreciate each
   and every one of them. 

   Regards,
   Customer Care Staff'

To me, this shows a distinct and utter *lack* of regard
for the customer. 

Address the comment or suggestion directly.  Call the
customer by her name.  Sign your own.  In other words,
treat her like a real *person*!  It's so simple, and
I can assure you that your customer will appreciate
the effort.

4.  Requests for Help or Joint Ventures.

Part of your success online depends on your ability to
build relationships -- not just with your customers, but
with your 'online colleagues': other webmasters or editors
within your own niche.

A few seconds of your time could mean the difference
between a joint venture proposal that gets a response,
and one that's ignored. Instead of sending out a generic
email that says,

  'Dear Webmaster, I was just visiting your site and
   was very impressed. Would you be interested in a
   joint venture?'

... try something more personal, such as,

  'Hi Heather, I was just browsing yourdomain.com and
   saw that you offer international gourmet coffees
   (I especially love your sampler pack!).  I also run
   a website for coffee lovers, and was wondering if
   you'd be interested in a joint venture...'


Okay, so maybe I'm 'old-fashioned' when it comes to service.
But automation, to me, has its limits.  Nothing can ever
take the place of prompt, personal service!  Try it -
you'll be pleasantly surprised at how many people genuinely
appreciate it.

_______

Angela is the editor of Online Business Basics, a
newsletter for eBusiness beginners.  OBB features ongoing
tutorials on how to build a profitable Internet business
on a shoestring budget.  Subscribe today and get '101
High-Profit Businesses You Can Start on the Internet'
absolutely free!  For details, visit
http://www.onlinebusinessbasics.com/article.html 

_______

Here's another of those "....surely not!' stories:

 Several years ago we had an Intern who was none too swift. One day she was typing and turned to a
 secretary and said, "I'm almost out of typing paper. What do I do?"

 "Just use copier machine paper," the secretary told her.

 With that, the intern took her last remaining blank piece of paper, put it on the photocopier, and
 proceeded to make five "blank" copies.

Quick Tip

Interrupt Interruptions!

by Dr Donald E. Wetmore

A lot of our daily responsibilities require us to deal with interruptions, unanticipated events.  These are not the problem.  It is the unwanted, unnecessary interruptions that keep us from focusing on what really needs to get done.  One strategy that I share in my Time Management seminars is the notion that “a problem well defined is 95% solved.”  We need to interrupt the interruptions!

Many of the interruptions we deal with can be eliminated.  (“The best way to deal with a problem is to never have it.”)  To gain better control, I recommend the use of an “Interruptions Log.”  Nothing fancy, just a pad of paper headed with six columns:  Date, Time, Who, What, Length, and Rating.  After every interruption occurs, log it in!  Record the Date and Time it occurred, Who brought it to you, a word or two about What it dealt with, how Long it took, and most important, your Rating of its importance (A=crucial, B=important, C=little value, and D=no value).  Plan to record this information for about a week to get a fair measure of what is really happening.  (It is a nuisance to log this information in, but it does provide valuable insights!) 

After accumulating this data for a week, go back and total up the A’s, B’s, C’s, and D’s.  Most people discover that more than 50% of their interruptions were C’s and D’s, things that were not worth the time spent.  Finally, go to each C and D interruption and ask yourself, “How could this one have been avoided?” and start to take proactive steps to insure that it will not repeat itself in the future.  Do this especially for the repetitive interruptions.

For example, perhaps someone comes to you two or three times a day asking for information that they could have located themselves, just as easily.  Unless there is an intervention, helping this person to find the information for himself or herself, they will continue to interrupt you to get it.  It is the path of least resistance.  Help them to help themselves, teaching them how to get what they need on their own, freeing your future from having to spend time on what you know will be additional interruptions from this person.

All C and D interruptions will not be eliminated, but if you can head off, short circuit, and stop just a few and that buys back an extra hour per day, then you have carved out some additional time for long term projects that are being pushed back, thereby reducing some of the stress and frustration.   

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