YOU HAVE TO BE THERE ALL THE TIME!

CUSTOMERS ARE BECOMING HARDER & HARDER TO FIND!

THE REALITY IS . . . CUSTOMERS ARE AN ENDANGERED SPECIES!

Running out of customers is far more serious than high gas prices! You can always get gas even if the price is high. Finding a consistent flow of customers today is far more difficult and increasingly frustrating for every "micro-business".

Every part of our economy, especially here in the northeast, is being forced to accept an unpleasant, but fundamental reality. We are coming face-to-face with one idea that runs absolutely the opposite to the long time American business psyche. That idea is "LIMITATIONS." We don't like to think there are any boundaries, particularly when it comes to the availability of new customers.
 
 . . . . . .BUT THINK ABOUT WHAT'S HAPPENING:

· Car sales . . . Essentially flat, as are life insurance sales.
 
· The consumer savings rate . . .  Below zero % for the first
  time since 1933.

· Government and business sponsored retirement and health care 
  programs are on their way to extinction.

· Home sales have depended on financing gimmicks that have
  allowed just about anyone who breathes to buy a house, and that
  has finally reached an apparent saturation point.

· The home improvement explosion had been financed by rising home
  values. Now they're being financed by "no payments until 2008"
  or beyond, as are giant TVs and other home appliances.

· Movie attendance declines steadily.

· Millions of Americans are driving vehicles with price tags
  equal to or greater than their annual incomes.

· Insurance agencies and other businesses grow mostly by taking
  customers away from each other or acquiring competitors.

· "FREE" AND "DISCOUNT" ARE THE OPERATIVE WORDS TODAY.

· And perhaps the most accurate barometer of all is the growth of
  Wal-Mart as it meets the needs of the financially strapped
  middle and working classes.

Reading a list such as this can be dangerous for anyone who is easily depressed. Ironically, this is about the reality found in the news columns of The Wall Street Journal, rather than the upbeat, go-get 'em, nothing-can-stop-us, ego-stroking and pathetically pretentious full-page, full-color ads that pay the newspaper's bills.
 
The problem seems to rest with our post-World War II mindset that was based on monumental pent-up demand, something that's missing today. That's the true reality. Get yourself comfortable with the new reality of limited customers.

A February 2005 Yankelovich Marketing Receptivity Study revealed that 69 percent of customers are interested in products that permit blocking, skipping or opting out of marketing. It's the "get out of my face" mentality.

The copier salesperson called with an offer to reduce the cost of current equipment and supplies, recognizing that the current lease arrangement would be ending in the not too distant future. "I would like to show you how we can save you money," said the salesperson.

"That's not necessary, just tell me where I can review it on your website."

The owner was interested, but not receptive. That's where it stands today.

WHAT IT MEANS FOR BUSINESSES

What are businesses to do with this "limited customer " reality? How are they to connect with the customer without wasting time and money?

1. ERASE THE PAST FROM YOUR MIND.
   For example, the effectiveness of the once powerhouse "Yellow Pages" has been declining in the face of Internet search capabilities.
    
2. IT'S DANGEROUS TO CLING TO WHAT WORKED YESTERDAY.
           YOU MUST STAND UP TO STAND OUT TODAY
   Far too often, companies talk a good line, but they're actually risk averse, always playing it safe, not wanting to really put themselves on the line.

"Your job is free if we don't clean to your satisfaction!." The guarantee would be accompanied by an appropriate disclaimer. If something is crucial to attracting and holding customers, then step up and figure how to deliver on what the customer wants.

3. MORE FREQUENT CONTACTS COUNT.
   A survey of an insurance organization's customers revealed that frequent contact reaps positive results. In fact, it plays an important role in shaping how customers feel about such other factors as price and service. The clients who received the most contacts by the insurance agency also indicated their loyalty by having the highest scores for renewing their insurance with the agency.
   Whether it's regular visits, receiving helpful information or asking their opinion, systematic contacts have a positive impact.
    
4. BE THERE ALL THE TIME.
   Too many companies play the game of "marketing roulette." With one bullet in the chamber, they keep pulling the trigger until a shot is fired.

Reaching people today calls for a comprehensive and diversified strategy that aims at reaching a sliver-thin niche with a variety of activities and includes everything from e-mail, web site advertising, direct mail, public relations, events, media advertising and community relations programs.

The goal is to engage customers all the time in a multitude of ways to build the brand. Anything less is ineffective because the customers we take away from someone else would themselves go elsewhere in the future. Breaking that pattern means being there all the time.

We need to change our thinking and recognize that an endless supply of customers has come to an end. The only way to attract and maintain customers today is to be there all the time!