On this episode of The Small Business Radio Show…

In segment 1 with Shep Hypken, we talk about why no one wants to just buy your stuff any more; they want to buy a customer experience and they want CONVENIENCE. We’ll show you six strategies to add convenience to your small business so you can win customers.

In segment 2 with Denise Kohnke, we discuss why marketing departments are often diminished by company leaders. We set the record straight for how the marketing department’s efforts and results should be quantified, and how marketing departments should answer “What’s the ROI?”

In segment 3 with Toby Scammell, we agree that all small businesses need to be keeping track of their customers with a CRM – customer relationship management – tool. But unfortunately for a lot of brick and mortar retail businesses, the traditional CRM doesn’t work, since they may never capture anything beyond the customer’s name and CC number. How are you supposed to learn anything about your customer or keep in touch? We’ll introduce you to a tool that can help.

Listen to The Small Business Radio Show

Segment 1: Shep Hyken is a customer service and experience expert and the Chief Amazement Officer of Shepard Presentations. He is a New York Times and Wall Street Journal bestselling author and has been inducted into the National Speakers Association Hall of Fame for lifetime achievement in the speaking profession. His articles have been read in hundreds of publications, and he is the author of the book “The Convenience Revolution”.

1:45 – Customer service isn’t a department, it’s a philosophy.

2:45 – How do “easy” and “convenient” set companies apart?

8:15 – The six Convenience Strategies your small business can use to stand out from the competition.

11:30 – How to use the subscription model in your small business.

13:45 – Why is self-service appealing for customers?

Segment 2: Denise Kohnke, author of All of the Other Marketing Books Are Crap, is founder and CEO of the marketing firm House United LLC. She has directed brand development for more than 100 organizations in her 25-plus years in advertising and marketing.

21:15 – Why all other marketing books are crap.

23:15 – How do you start to fix a marketing department that’s screwed up? What is the head of marketing’s job?

27:30 – How to answer the “What’s the ROI?” organizations ask marketing departments.

30:00 – How can the marketing department’s efforts and results best be quantified?

31:45 – What percentage of my expenses should you put toward marketing?

Segment 3: Toby Scammell founded Womply in 2011 after seeing first-hand how technology underserved America’s small businesses. Under Toby’s leadership, Womply has acquired more than 150,000 paying small business customers, become the leading software partner to America’s credit card processing industry, raised $50 million in growth funding, and expanded to hundreds of employees across offices in San Francisco, California and Lehi, Utah.

39:00 – Why don’t traditional CRM platforms work for brick and mortar retail stores?

40:30 – How do brick and mortar retail stores typically collect customer information?

41:15 – How does Womply help small businesses know and engage with their customers better?

44:15 – What are you able to see about a customer through Womply?

48:30 – What time and financial investment do small business owners need to make in Womply to get access to their customer data?

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