Kevin Daum is the best selling author of Video Marketing for Dummies and ROAR! Get Heard in the Sales and Marketing Jungle; and columnist for Inc. com and Contributing Editor at Young Presidents’ Organization( YPO). Mr. Daum is an Inc. 500 CEO, with more than $ 1 billion in sales record, who grew his online audience from 50,000 followers to more than 800,000 in less than 18 months.
can quickly make older businesses irrelevant. Patrick and his company are constantly adjusting so that they always deliver top-notch customer service.
We work hard to differentiate our customer service from our competitors so that we create consumer preference in each of the specific customer segments we compete in. Certain customer segments respond better to low prices, others to discounts and promos, others to a more exclusive product mix, others to a more valuedriven product offering, and others to a more personalized customer experience.
5. SEEK OUT MUTUALLY BENEFICIAL BUSINESS OPPORTUNITIES. You can only grow so far and fast on your own. Devlyn looked beyond its own capabilities to those who could offer exponential growth.
We started by creating a commercial alliance with Sears to manage their optical department in most of the Sears stores in Mexico. Now we have more than fourteen commercial alliances. Other commercial alliance opportunities have led us to opening optical shops in major supermarket chains, low-segment department stores, and in the leading luxury department store chain in Mexico.
6. GET TO KNOW YOUR CUSTOMERS TODAY. When Patrick’ s company first opened its doors, there was no such thing as social media. Patrick saw the trend as a way to learn more about to whom he was selling.
By precisely segmenting our target customers, we’ ve been able to engage customers in conversations that are more relevant to them. This helps us sensibly increase our average“ ticket spend” as well as reduce the time it takes for our customer to return to our opticals.
7. GIVE BACK TO YOUR COMMUNITY. When the community has shown you support for many generations, it becomes important for those generations to support the community. Patrick explained the family approach.
The Devlyn Foundation’ s beginnings truly come from one of our founder’ s values. As my grandmother used to say,‘ Always help those who are in need.’ Although we have always engaged in socially responsible activities, during the mid-1990s, we formally created the Devlyn Foundation. Led by my cousin Jessica, the Foundation can achieve our charitable goals in a much more professional and sustainable fashion. We hold events to support people in need of glasses. We do so independently as well as through alliances with our business partners, like Optometry Giving Sight, One Sight, and FedEx. u
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