July 2016

July 2016
THE VALLEY BUSINESS JOURNAL
www.TheValleyBusinessJournal.com
35
Sooner or later your business will be given a less than glowing review and
how you deal with it can turn a negative experience to positive. So the
question, do I respond or don’t I?
To Respond or Not Respond
CONTINUED FROM PAGE 1
In today’s world of social media,
reviews and comments can make or
break a business. The internet savvy
consumer knows where to go to find an
evaluation of a restaurant, retail store
and even a professional such as doctors
and specialists. “Know before you go”
has never been more applicable than it
is in this connected world.
However because we are dealing
with humans, we can’t always be guaranteed
fair and objective input. Sooner
or later your business will be given a
less than glowing review and how you
deal with it can turn a negative experience
to positive. So the question, do
I respond or don’t I?
Most experts will tell you that just
ignoring a negative comment is not
the best approach. Showing an active
interest in the perceived fault of your
business, whether it’s true or not, is the
best defense.
Having a response plan is a good
idea and it may look like this.
• Start by sincerely thanking the
submitter for the input and taking
time to comment. Offer to take
the issue off-line and make direct
contact. You can ask additional
questions and make any necessary
clarifications. Other readers will
see that you are serious about
making improvements.
• If you find that there is a business
issue, own up to it and offer some
type of restitution if appropriate.
This might be a future discount
or refund depending on the seriousness
of the problem and your
type of business.
• Once you come to a satisfactory
resolution ask the customer to append
the review with the positive
follow-up experience.
In addition to responding to these
types of reviews, keep track of the
issues looking for trends where improvements
in the business can take
place. This input can be a valuable tool
for building quality into your product
or service. Consider forming a quality
team to develop changes to prevent
problems before they take place.
If attempts to satisfy a customer
don’t seem to be working, be sure to
make use of the review site’s process to
dispute a claim. Even if the customer is
uncooperative it gives you a fair chance
to state your side of the story. This will
also send a positive message to those
researching your business.
Finally, if your business is “legal
sensitive” consult with your attorney
for their advice.
Ted Saul is a freelance writer who has
assisted companies with Business Plans
and Project Management. He holds a
master certificate in project management
and has earned his MBA from
Regis University.Ted can be reached
on LinkedIn, TedS787 on Twitter or
emailing Ted@tsaul.com.
by
by
Ted Saul,
Steve Fillingim
Sr. Staff Writer
Time and again pieces get printed
without a contact phone number or requesting
your “presents” rather than your
“presence” at an event. Proof reading is
essential to avoid these types of mishaps.
It is very easy to want to gloss over this
portion of the printing process. Here are
some tips for a successful experience:
1. Make time to proof: Business moves
at lightning speed, but there are times
to slow down and check the details.
Proof reading is one of those times.
Taking 15 minutes to really look at
your piece can make all of the difference.
If you are proofing a larger
piece, then schedule a portion of your
day to devote to the job.
2. Proof from a printed copy: Even if
your printer sends you a digital proof,
you should always print it out. It is
very easy to scroll past errors on the
computer screen. It, also, gives you
a perspective on what your clients
will receive. You may discover that
you want to add information or move
things around when you can see things
from their point of view.
3. Whenever possible, see the original
proof in person: This is particularly
important when a piece is color critical
or when choosing the stock. Nothing
is worse, for you and your printer, than
when your printed piece does not live
up to your expectations. Remember,
the goal of your piece is to remind your
clients about you, and that happens
when appealing to all of their senses.
You ensure that the color and the paper
stock texture and weight are correct
when you proof your project in person.
Proof? Yes, Please!
4. Another set of eyes can help: Asking
another person to take a look at your
piece can offer a fresh perspective
and even vet out errors for correction.
It is amazing how many times
you can look at a project, and then,
just when you are ready to approve
it for printing, someone else glances
at it over your shoulder and notices a
word is misspelled. Often printers
are focused on file preparation and
color correction, rather than content,
so ask them if they offer proof reading
services. Their trained eye can prove
invaluable.
Proofreading is a very important part
of the design/printing process. In the
long run, it will save time, money and
frustration. Partner with a local printer
and reap the rewards!
Tracey Papke is the owner of Potamus
Press, a commercial print shop
that specializes in digital printing.
For more information please visit
www.potamuspress.com or call (951)693-
2136. Our new location is 26499 Jefferson
Avenue, Unit B in Murrieta.
MARKETING
by Tracey Papke