Consistency
A business needs to be consistent. It needs to offer consistent product quality, predictable support, high quality information, and the marketing message needs to be in line with the audience they are trying to reach. A marketer needs to consistently follow up, and to determinedly press forward through disappointments.
When a business, a website, a marketing method, product or service, or the interactions between the business and the customer, are unpredictable, or confusing, they lose the advantage that comes from repeat customers, and referrals. A wishy-washy business does not gain momentum, it fails to identify itself and to develop a reputation for anything good.
Consistency is manifest in a variety of ways:
- Product quality. When you produce a product that is custom ordered and made specifically for the individual, or when items are distinctly one of a kind, consistency is demonstrated in the quality of the details. When the products are mass-produced, it is demonstrated in producing identical function and features in each item.
- Service Quality. Services are often very personal, and consistency is shown in how you respond to the needs of your client. You cannot respond quickly one time, and refuse to respond another time, unless there is a sensible reason why! The service you provide must be of an equivalent standard each time also.
- Support Availability. The quality and accessibility of your support should not only match the quality and level of your product or service, it should also be consistent within its own department. You should not provide great support for one product or service, and none at all for another unless you can offer a specific reason why - for example, good support for a paid version, none for a free version. Informational resources which make up part of your support services should be consistent with the quality of the product, and with other support elements.
- Website. Your website should present a marketing message that fits your product, and it should offer support materials, contact availability, and background on your business that is suitable for the product or service you are selling. The entire site needs to present an integrated and predictable means of accessing the information that the visitor wants to access. If the site is unpredictable, or difficult to figure out, or if it presents conflicting messages, it will fail in its purpose.
- Marketing Literature. Your marketing literature can be developed to target different potential customers, but it should, all together, present a consistent message about the features, benefits, and quality of your offerings. It should be apparent, if you look at your business card, website, brochure, or other marketing materials, that they have some connection with the same company. If not, then you need to find a way to make them integrate better with one another.
- Customer Relations. You, personally, need to present a helpful and friendly demeanor to your customers and clients. Even when you are out in public, anywhere you might potentially bump into a customer or client, your behavior needs to reflect your business image. If you hire employees, then they must understand what the business is about, and be willing to help to perpetuate good customer relations in an appropriate manner. When you hire assistance from contracted workers, you need to be sure that they will assist you in that goal also, and make sure of it BEFORE you hire them.
- Follow Up. If you are marketing good service, then failure to follow up is inexcusable. If you are marketing a product which you promote on an individual basis, such as a high dollar item, then follow up is essential. Even with smaller items which are mass marketed, consistent follow up with customers is an advantage. Follow up needs to be consistent with the original message, and not obnoxious.
Consistency through your business operations and your marketing campaigns is a strong advantage in helping your business to grow. It is one of the elements in a strong foundation which encourages momentum to build, and which helps you to develop a reputation for being worth repeat patronage, and worth passing your name on as a referral.
Written by Laura Wheeler
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