Qualities of excellent services and products.
If you're a small business owner, then you're probably wondering what I was wondering when I sat down to write this post:
"What would I want if I paid for automated marketing?" Along with automation, other services and products should be approached with care.
This is what you should be asking if you haven't already, and it's important to have high standards that are also realistic for your budget. Before signing up for any marketing automation service, etc., be sure to ask the following additional questions:
This may sound like an obvious question, but you don't want to end up in a situation where you're paying for something that you don't even understand.
Yes, some of the technology behind automation can be confusing and complex, but any reputable company will have plenty of documentation available that adequately explains how their service works.
If there is no documentation that makes the service easy to understand for users of any level of technology knowledge, then that is the only red flag you need.
Back away now, do not enter your credit card information, and don't be lured in by flashy graphics or excellent design if it lacks real depth.
The simple test for true knowledge is that it can be transferred to anyone in a way they can understand it. Anything else is probably a flashy show (or possibly an expensive trap).
Next, if you've read through a service's documentation and the key points have been elucidated (clearly explained), then you should begin comparing the features of the service to other similar services on the market. Consider these two fictional companies, AutoMark and *AutoTech.
AutoMark* offers A, B, and C as part of their automation marketing platform, whereas AutoTech offers E, C, and F, but not A or B. It's not unusual for companies to offer select services as part of their specialties.
Having alternative offerings helps businesses remain competitive. Businesses tend to focus on a select menu of services or products in order to perfect those areas and to provide the best experience possible.
Be sure to write out a thorough list of YOUR needs. Then make a list of each company's provided services. This will make it much easier to compare and contrast, and it will help you to not get confused and make a choice out of frustration.
Also, be firm about your needs. This is your business and your budget. Only subscribe to a service that meets each of your critical needs, and don't allow sly sales people to convince you that you don't really need A and B, because their C and D are so much better.
On the other hand, it's possible that you won't need a service because it offers more options that are beyond the current needs of your business. Choosing the best service or product is a balancing act.
No one knows your business as well as you do, and you should promptly end any conversation that doesn't place your needs at the top of the priority list. Trust yourself.
Be prepared. Be realistic. Quality comes at a price. If you decide to hire a company to automate marketing (or some other complex task), then you should be prepared to pay at minimum several hundreds of dollars each month.
Yes, there are services out there that only charge $20/month (or some other cheap, arbitrary price) and promise you the moon, but you get what you pay for. Keep in mind that I'm not referring to simple automation, such as a monthly email blast to your subscribers.
The type of automation I'm referencing will be comprehensive, or it will do something for your business that you can't get anywhere else. That type of exclusive value compels you to understand its intrinsic worth.
It's like buying a car. If you go to the dealership and purchase a car for $2000, then you shouldn't expect it to run like a $20,000 model. Of course, your budget will determine what you can afford, but don't expect to get more than what you can currently afford to spend.
Just make sure that you actually get what you pay for. This leads to the next question...
Every purchase should be an investment that returns both quality results and superb user experience. If you do purchase a more expensive service that doesn't meet the needs of your business, then you have every right to ask for a refund, assuming this is not excluded from any contracts you signed.
Be sure to do business with companies that are transparent about their refund and deliverables. Don't sign any contract without checking with legal counsel beforehand—especially if you are paying several thousands of dollars!
Not doing so may cost you more in the long run, and you could end up trapped in a monthly contract that doesn't match your needs or live up to your expectations. Please review everything with your business lawyer.
Most people don't think to ask if their loyalty will be rewarded. In fact, it may sound like an odd thing to ask, but it's also an important thing to consider. Think about major airlines and credit card companies.
The most successful businesses offer exclusive benefits to their customers and clients. Even retail stores do this. Software-as-a-service and other technology services should be no exception.
Quality comes with a price, but it should also come with benefits, rewards, and exclusive offers in order to be the most attractive service or product available. If you're paying for something, then you should receive both results and extra benefits for choosing to invest in someone else's business.
One thing to remember: you could always choose another company to do business with, and this gives you leverage as a customer over the service provider.
If you know your worth, then you will demand value and quality from everyone you decide to partner with. There should always be an equal exchange of energy.