Have you ever noticed that most things in life are done just to get by? Most people simply exist. They don’t go the extra step

I was in my local Borders bookstore the other day, and I noticed a whole display upfront of Harry & David merchandise. The way they have the check out line set up is they weave you through a menagerie of displays full of various types of merchandise: cards, notepads, small gift books, etc. And of course you have to look through everything! I’ve found some great gifts in this line. But as I was moving through the line, there sat an entire display of Harry & David products. Small gift type products that work well for adding to a small gift. What a great idea.

The more I thought about this idea, the more I was impressed with this marketing tactic. Borders has a huge store, one small display does not take over much of their room. By setting up a strategic alliance with Harry & David, they are offering one more choice to their customers, and are introducing a great product to people that may have never tried or heard of them before. Borders is making a percentage of the profits, and Harry & David is selling more merchandise then just through their own stores and catalogs.

Find one business that you can provide a service to by offering your product for sale through their business. Then work on developing a relationship with them, and develop a plan to help increase the revenues of both companies. Every business has a complimentary business that would provide value-added benefits to both companies. Your job as a marketer is to find those companies, and work with the person in  charge to convince them of the double benefits. When you get one program working well, it’s easy to move around to other companies and repeat the process.

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I just read an interesting case study put out by MarketingSherpa about Zappos.com, an online shoe retailer. In 2007, this company made $1.6 million in sales. This year, they expect $800 million, and hope to top the $1 billion mark in 2008. How did they do it? By concentrating on customer retention.

Most small businesses put their entire marketing focus on customer acquisition.   They  search high and low for new prospects, and spend most of their budget trying to bring in new sales.  Zappos.com did it a different way. They chose to make their existing clients happy – who in turn refer their friends because of the great customer service they come to expect from this online giant.

It definitely shows in their bottom line.

What can you do to improve your own customer retention?

Higher quality customer service
Overnight shipping
No questions return policy
24/7 fulfillment

Listen to your portrait and wedding photoraphy customers – chances are they are telling you what they want. You just have to listen.

By Sean Cohen The future of customer service is here. Technology has made seeking out support faster and easier than ever. But, has your digital age company sacrificed true service in the name of automation? Today, finding customer support is as simple as writing an e-mail or picking up the phone. But, even though you’re not face-to-face with your customers, you still leave a lasting impression. Do you come across as caring and competent, or menacing and mechanical?

Offering stand-out service on the Internet isn’t as hard as it is rare. Take these simple steps towards old-style service in the digital age:

• Give Each Customer a Personal Response Be Clear, But Sincere Offer Live Customer Support
• Make Sure Your Support Reps Have All the Answers
• Give Each Customer a Personal Response

When a customer sits down to e-mail your company, it’s because he needs help. He chooses e-mail because it’s quick, but his request still warrants a satisfying and personal response! Companies eager to save time and money often take automation too far in their customer support. Each customer has a unique question, and deserves a unique answer. Even if you save time by copying and pasting stock replies, change the opening and closing to make the message sound less robotic. Be Clear, But Sincere

When responding to customers’ e-mail, be sincere and to the point. Before sending a message, try turning the tables. Ask yourself, “Would this answer satisfy me if I were the customer?” Take that extra moment to give your customer the help he deserves. It might mean the difference between a satisfied customer and a credit card chargeback!

Offer Live Customer Support E-mail has become an acceptable form of communication. But, live customer support is still necessary. The plethora of information available online can be overwhelming to customers, especially those new to the Internet! Single your company out from the crowd by providing customers with a real person to talk to.

Live phone support is an invaluable way to foster trust. When your customer has reached the end of his Internet rope, and just needs help, your toll free number is the answer he’s looking for. Make Sure Your Support Reps Have All The Answers The presence of phone support will do no good if your staff doesn’t know your product! Customer support reps should be warm and friendly, and willing to help with any aspect of your product. What a good feeling it is to talk to someone who feels confident in his product.

It’s even better if he’s knowledgeable enough to solve your problem without transferring you all around the company! Provide Stand-Out Service; Gain Lifelong Customers Too many e-businesses skimp on customer service, hiding behind web sites and message boards. Customer support is an integral part of every company, even those operating solely online. Be one of the few to offer stellar service, and gain customers for life!