Love Law Firm February 2018

What happens when an internet personality complains about your company? If you’re Amazon, you make sure the next time they talk about you, they’re singing your praises. ScreenJunkies News is a popular YouTube channel dedicated to media and pop culture. In early November of 2017, the channel streamed a panel discussion that focused on comments from Amazon’s CEO, Jeff Bezos, who said he wanted to pursue video content that would appeal to a broader audience. One of the panelists, Dan Murrell, quipped that he’d rather Bezos make sure the DVD racks he ordered from Amazon arrived on time. This off-the-cuff complaint garnered laughter from the other panelists. They chimed in with their own comments on Amazon’s delivery practices, and one panelist brought up third-party couriers’ inability to find Murrell’s leasing office. When the panel moved on to other topics, Murrell’s Amazon comments were seemingly forgotten — that is, until two days later when ScreenJunkies News streamed another video, during which Murrell shared his experience with a customer service representative who reached out to him. WHAT YOU CAN LEARN FROM THE KING OF CUSTOMER SERVICE

bookshelf, was scheduled to be delivered on time, and they gave Murrell the opportunity to air his grievances about third-party couriers. During the panel discussion, Murrell mentioned that he’d never seen the movie “Lawrence of Arabia,” and the representative told him that Amazon had sent him a Blu-ray copy of the film, free of change. Also, $100 was added to Murrell’s Amazon account. This response may seem over the top for a YouTube joke, but Amazon’s model works. Last year, Jeff Bezos became the richest person in the world, surpassing Bill Gates. The key to Amazon’s success? Don’t wait for complaints. If a package is late, Amazon sends the client a new delivery date. Amazon’s Kindle Fire tablet includes a Mayday Button, which encourages customers to contact around-the-clock support the moment they feel frustrated. And, by reaching out after seeing Murrell’s complaints, Amazon is no longer the company that can’t deliver a DVD rack on time. Now, to Murrell, the other panelists, and the channel’s 1.5 million subscribers, Amazon is the company that makes things right. Who wouldn’t want to do business with a company that takes care of them?

After seeing the first video, the representative said they wanted to rectify the situation. They personally checked that Murrell’s most recent order, a

WITHOUT A PLAN? DID YOU START YOUR BUSINESS

THE SECOND MISTAKE BUSINESS OWNERS MAKE

You’ve heard it before, and you’ll hear it again: The very first thing you need to do is write down a business plan. If you haven’t done so, you absolutely need to do it now. A business plan is essential, and your lack of it will either be the cause of your business’ failure or, at the very least, its lack of growth. • A strategic vision for where you intend to take your business • An understanding of the marketplace in which you operate • An analysis of your chief competitors • A strength and weakness assessment of you and your offering • Sales and expense forecasts and goals • A marketing and advertising strategy • A management plan You need to spend time to put your plan to paper. Now, if you are unwilling or undisciplined enough to complete a business plan, you’ve failed your first test as an entrepreneur, and you should go back to drawing a paycheck. The following are the components of a good business plan.

Some people advocate the idea of a one-page business plan. Again, if your attention span is so short that you can’t write something more than one page about the very venture you’re willing to base your family’s future earnings on, then you might not have what it takes to be a business owner. As a business owner, you are responsible for every aspect of the business. Yes, you can — and should — get help from experts such as attorneys and accountants. You can consult with marketing professionals, IT professionals, and more. But at the end of the day, your business is yours. The reality is, however, most people have never written a business plan. You may find yourself in this boat. Don’t worry! There are a lot of templates and available to help. LOVE LAW FIRM has created its own template and will gladly share it to readers who send an email requesting it. This has been an excerpt of Francine’s book “How To Build An Impenetrable Business: Avoiding 4 Common Mistakes That Can Destroy Your Small Business.” For a free copy, email Francine. LOVE LAW FIRM is here to help you!

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