Ask...And You Will Learn

About last week's column on success:

Before I start this article, I want all of my readers to know that I have been inundated with responses about your definitions of success. Many are absolutely wonderful. I had planned this column to be a response to that but frankly I have about another 20 plus to read. Since I am traveling and speaking this weekend and that piece needed a bit more time, please look for my success wrap-up next week.

Lessons from a book launch for all

The last ten days have been wild for me because of the launch of my new book, The Essential Online Solution ...the five step formula for small business success. The world of marketing has changed forever and there are so many lessons we can all learn from my experience. It is important to understand that the principles and goals are still the same-- it's just that the methods to get there are different.

The first new technique that just blew me away involved something I have been preaching about for years. That is, ask your customers their opinions on as many subjects as possible from store policies, to the type of services they want, to the type of merchandise they want you to carry. Your customers are an unlimited source of valuable information but somehow we just don't take advantage of it. In the past, I have suggested creating customer advisory groups, questionnaires at the counter, best idea contests, focus groups, and just plain one-on-one conversations. They all work and I have used all of them. However in launching the book, we used a piece of software on my website that was the best tool I have ever used.

It is called an "Ask Page". It was actually placed on the Online solution website. What it did was simply ask the reader to write in a question about a topic that was important to them about what you do. The Ask Page will say something like this: "Tell the one thing you would love to know about______________". It covers any industry and positions you as the expert and that is exactly where you want to be positioned. Experts make money because the focus is away from just price. Examples of the Ask Page concept would be the jeweler who asks, "What is the one thing you would love to know about buying a diamond?" Or the landscaper, "What is the one thing you would love to know about increasing the value of your home with landscaping?" Or the shoe store that asks "What is the one thing you want to know about foot pain?"

It is important to offer some type of incentive for submitting a question which can be a gift certificate or a small tip booklet. The great feature of the Ask Question software is that it neatly compiles all of the questions and then tells you exactly what your customers are thinking. For the book launch we had over 300 questions submitted and from the questions alone I could write another book. It told me exactly what my customers were thinking and even changed my mind about what they really wanted. The number one question asked over and over again was NOT "How do you make money online?" which is what I thought it would be, but rather, "How do you draw more traffic to your sites inexpensively?"

You will soon see this feature on my www.RickSegel.com site. On a related note: The bundle bonus has been extended to October 20th at the Rick Segel Store, www.ricksegel.com/store . We can make these types of offers because the bonuses are all in an electronic format that are downloadable. Although there is plenty of time, effort, and energy put into each one of these products and each product legitimately sells for what it is advertised to be, the hard costs of printing and delivering are gone in an electronic version. So it becomes easier for vendors to offer these incentives for exposure. It's like taking the killer term FREE to a brand new level. A win/win/win level. The customer wins because they are getting some valuable tools and information; the vendor or supplier of the product wins for the exposure and the possibility of purchasing other products they might be selling; and of course we win by offering a great incentive at no cost.

I can see what you are thinking. You are saying, "But Rick I sell clothing, auto parts, or diving equipment. This doesn't apply to me." It absolutely does! You are in the education business. If you are a specialty retailer, understand that customers come to you because of your knowledge and expertise. Therefore you are in the education business. Every type of retailer today, from supermarkets, to jewelers, to clothing stores, to Home Depot, to Staples where I have done over 100 educational programs in their stores, has embraced education. Stumped for an educational topic to offer as a bonus? Ask your customers (see Tip 1).

These are just two of the tips that are revolutionizing business today. There are many more to follow that cost nothing or very little. This is a boom time for small business and these two examples are just the beginning.

The one thing I am really getting excited about is the private membership site that is being created as we speak--a place where you, as an independent small business person, can get certified web pros that understand your business and time concerns. This will be a place to network with other business professionals who do what you do in other parts of the county (even the world), a place for teleseminars and webinars that address your needs, a place for the best tips and interviews with the leaders in retailing today. Don't worry, it will be completely free until we believe it creates so much value to you that you don't think you can live without it and that won't be until everyone tells us that. It is a major undertaking and I am committed to this project.

Again, thanks for making my book launch a smashing success and look forward to next week's article talking about success. Have a super week.