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Featured Columnist |
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Jill Griffin
Jill Griffin is author of the internationally-published business best seller, Customer Loyalty: How to Earn It,
How to Keep It, a Harvard Business School "Working Knowledge" recommended book. She is co-author of Customer Winback: How To Recapture
Lost Customers and Keep Them Loyal, named one the "30 Best Business Books of 2002" by Soundview Executive Book Summaries. Jill sits
on the Board of Directors for Luby's Corporation, a New York Stock Exchange company with 132 restaurant locations and 7400 employees
across the southwest. |
| Since 1988, Jill has served as president of Griffin Group, a customer loyalty consulting firm headquartered in
Austin Texas. Clients served include Dell, Ford Motor Company, Wells Fargo, Microsoft, Hewlett Packard, Marriott, Days Inn, Western
Union, and Scotland's Department of Tourism. Jill is a regular lecturer and former faculty member at the University of Texas McCombs
of Business where her two books have been adopted as textbooks for the MBA and undergraduate courses on customer management. She is a
Magna Cum Laude graduate of the University of South Carolina Moore School of Business from which she earned Bachelor of Science and
MBA degrees. In 2003, Jill received the Moore School's Distinguished Alumna award. |
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Q: I am spending so much on marketing my business, but I feel that I am getting very little additional
business as a result of that marketing. I am afraid to lessen or stop my marketing, but I am having a hard time justifying the money
spent. Do you have any suggestions? |
A. Excellent question and one that is being asked by many business owners like yourself: Marketing
is all about repetition, tenacity, monitoring, fine-tuning and focus, focus, focus and target, target, target. |
Many business owners send out one or two advertisements and don't get the response they want, and stop that
advertisement and move on to another marketing tactic. While others have no way of determining the response to their marketing and
continue to throw away bad advertising dollars after bad advertising dollars because they don't have any type of direct response
marketing in place in order to determine if their marketing is effective or not. |
Click Here for full article. |
Q: What part does goal setting have in moving your business to the next level? I have heard that proper
goal setting is very important to building a business, but I have never taken time out of my busy schedule to go through a goal setting
process. My question to you is, should I set goals for my business, and if I should, why should I and how should I do it? |
A. To succeed to the greatest extend possible, you need to set goals. But those goals must be reachable
and stretchable. Reachable so you will believe that you can attain them, and stretchable so that when you attain them, you will have
moved forward. I feel you need a monthly goal, a six month goal, a yearly goal, and even a three year, five year and 10 year goal.
If you have ever played darts, you know that it is impossible to play without a target. Therefore, you need a target when you play
the game of life and business. |
Click Here for full article. |
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