Tailgating Under the Stars Auction - Chamber of Commerce of ...
Tailgating Under the Stars Auction - Chamber of Commerce of ...
Tailgating Under the Stars Auction - Chamber of Commerce of ...
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Page 17<br />
8 Ways to Build Your Baseline Business Reputation<br />
Reputation management is one <strong>of</strong> today’s hottest small business topics. It’s <strong>the</strong> process <strong>of</strong><br />
monitoring, managing and influencing what’s being said about your business online (especially in<br />
social media) in places like Facebook, Yelp, Twitter and blogs.<br />
But your online reputation is an extension <strong>of</strong> your reputation in <strong>the</strong> real world – what I call your<br />
“Baseline Business Reputation” or BBR. It takes place across all touch points you have with<br />
customers and prospects.<br />
For many business owners, reputation has literally meant everything. It’s one area small firms<br />
have always felt <strong>the</strong>y can beat out even <strong>the</strong> biggest competitors.<br />
But it’s a mistake to believe that social media <strong>of</strong>fers a shortcut to reputation riches. Sure,<br />
reputations can soar – or sink – rapidly online. But for most small and local firms, reputation is<br />
something earned over time.<br />
Key elements <strong>of</strong> reputation-building that business owners most frequently cite include <strong>the</strong> human qualities <strong>of</strong> integrity, honesty, reliability<br />
and exceeding expectations. In addition, building trust and a good reputation requires that <strong>the</strong> business delivers good quality products and<br />
services, along with good value.<br />
Here are eight ways to build your baseline business reputation:<br />
Business Matters<br />
Build bottom-up credibility. Start by delivering what you promise. And <strong>the</strong> best way to do that is to first under-promise, and <strong>the</strong>n overdeliver.<br />
A sure-fire reputation buster is to make claims or promises that aren’t met – in your advertising, in person, by your employees or in<br />
<strong>the</strong> hours you post but don’t keep. This means vastly more than posting a plaque on your window, wall or website touting membership in<br />
<strong>the</strong> local chamber <strong>of</strong> commerce, Better Business Bureau or your pr<strong>of</strong>essional association.<br />
Deliver some R&R – as in Responsiveness and Reliability. To develop a good reputation for responsiveness, be a stickler for<br />
communication and resolve complaints quickly. If <strong>the</strong>re’s a mistake or delay, own up to it and make extra effort to fix <strong>the</strong> problem quickly.<br />
An apology helps too. A complaining customer can become your biggest supporter if <strong>the</strong> complaint is resolved quickly and effectively. At<br />
<strong>the</strong> same time your baseline reputation benefits.<br />
Offer exceptional value. Customers and clients define value differently, so this can involve many different things. You might, for<br />
example, <strong>of</strong>fer free service or product support for a period <strong>of</strong> time, or <strong>of</strong>fer discounts and special perks to loyal customers. Providing<br />
something unexpected, such as a giveaway or free sample, is a good value- and reputation-building tactic. And paying attention to details –<br />
making sure a product is spotless on delivery, for example – scores big value and reputation points.<br />
Be privacy sensitive. In addition to guarding sensitive information (credit card slips, for example) and honoring permission-based<br />
mailing and email lists, this also means providing a discrete area to discuss financial or o<strong>the</strong>r sensitive matters, such as medical issues at a<br />
drug store.<br />
Demonstrate tech pr<strong>of</strong>iciency. A business that uses antiquated technology will have a reputation as being, well, antiquated. These<br />
days, being tech and internet savvy is critical to being perceived as competent and capable as a business. Keep your computers, mobile<br />
devices, printers, email and voicemail systems, s<strong>of</strong>tware, websites and social media pages up to date.<br />
Communicate selectively and effectively. Keep letters, emails and voicemails short, to <strong>the</strong> point, pr<strong>of</strong>essional and productive. Use<br />
correct spelling and always leave contact information, even if you think <strong>the</strong> recipient has it. Make sure your company information – full<br />
name, address, phone, fax, website URL, toll free number, hours and o<strong>the</strong>r vital information – is displayed in prominent locations.<br />
Make your website polished and pr<strong>of</strong>essional. A clean, up-to-date, pr<strong>of</strong>essional looking website is absolutely vital today, regardless<br />
<strong>of</strong> <strong>the</strong> type or size business you have. It doesn’t need to be big or fancy, but it does need to be accurate and up to date.<br />
Do community service. A little selfless generosity toward local organizations or your community goes a long way toward helping<br />
building trust and a positive reputation.<br />
Source: Daniel Kehrer, Founder <strong>of</strong> BizBest.com