Master Builder

Winter 2019

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T oday's consumer uses online tools to connect with others and gather information At the same time, consumers have become more suspicious of the accuracy and authenticity of online information like reviews This means businesses must build trust by offering a superior online experience and inviting consumers to see the personal side of their business The consumer is looking for trustworthiness, total value, top-of-the-line customer service, and a company that shares their own values They want to get to know you, both personally and professionally, and they want to interact with your company Build a relationship and pay attention to what your customer really needs—and give it to them! Meet the demands of today's consumer with help from the Sales & Marketing Council. Get involved at One approach is to make educational information about your area of expertise easily available on a company blog or on social media Make sure it is informative, approachable, quick to read, and interesting And please, add some color with pictures or a very short video! Another boring email promo or Facebook blast won't break through with today's information overload Keep it fresh The new consumer also demands excellent customer service They will be looking for it in reviews and ratings online Make the customer aware that you and your company are flexible According to Dr Susan Weinschenk, chief behavioral scientist and CEO at consulting firm The Team W, "There are some companies and some products we use that provide such a perfect, seamless experience that they have raised the bar In fact, they're so easy and seamless that we kind of forget to be impressed But that is making the ones that don't have that kind of great experience all the more obvious " Make sure your company stands out for the right reasons; look at your current business through the eyes of a prospective client Go online and see what you find about yourself and your business Does your company's online presence appear professional and polished? Is there enough information—a website, regular blog posts, stories, articles, personal interaction, reviews, etc —to help consumers decide to hire you? Once you've answered these questions, it's time to get to work Good luck! BY DARYLENE DENNON 2019 SMC CHAIR SOLID ENERGY INC. The virtual marketplace has changed what it means to successfully brand your business. UPCOMING EVENTS 110TH ANNIVERSARY HOLIDAY GALA DEC. 4 | 6–9 p.m. Emerald City Trapeze Arts, Seattle One spectacular night for celebrating the holidays with fellow members DESIGN MIX THIRD TUESDAY OF THE MONTH | 4–6:30 p.m. Networking Happy Hour Cascades Grille at Embassy Suites, Bellevue SMC ECONOMIC FORECAST BREAKFAST JAN. 30 | 7–9:30 a.m. Meydenbauer Center, Bellevue words from the chair Meeting Great Expectations 52 master builder WINTER 2019

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