Show them love year-round, and they’ll return the favor.

By Gail Goodman
www.entrepreneur.com

Everyone wants to feel valued–particularly when people are making hard choices regarding their wallets. We can’t take their patronage and support for granted. Regularly communicating that you care about your customers’ success strengthens your connection to them–and differentiates you from competitors who only reach out when they want to sell something.

These five actions will show customers you care long after Valentine’s Day is a wrap:

1. Share Your Knowledge

Give away helpful advice in your e-mail newsletter, as well as on your Twitter and Facebook pages–information that will better your readers’ lives. Anticipate customers’ questions and concerns and offer useful information to educate and guide them. Ask them what they’d like to learn more about from you.
Be different from others who are merely promoting products and services in their communications. Sharing your knowledge gives customers something valuable for free and proves your expertise. It’s a win-win.

2. Ask, Listen, Respond, Adapt

Ask customers what’s on their minds regularly. That includes their satisfaction with their most recent sales or service experience and with your employees, as well as their general impressions of your business. Invite feedback at multiple contact points–via e-mail communications, online surveys, on your website, after online sales and on paper sales receipts. Keeping a finger on your customers’ pulse is good for the heart–and bottom line–of your business.

Listen to what customers are saying about you in surveys, on Twitter or Yelp, or anywhere else they give feedback. Publish survey results and answers to customer questions in your e-mail newsletter. Create a sense of community around your business based on dialogue with your customers. Respond to customers promptly when they contact your business, whether it’s a complaint or a compliment. Show them you’re listening and that you care. If there’s a problem, fix it so they can go away happy to return to your business.

Adapt your business based on customer feedback to better meet their needs. Communicate the changes you’re making based on what they’ve asked for.

3. Reward Customers

Coupon: A coupon can go a long way in this economy. Use your e-mail communications to offer coupons that stimulate business and give cash-strapped customers a break.

Gift: Everyone loves a freebie. Offer a small branded gift as part of a promotion. Give customers something that helps them remember–and love–your brand.

Information: Offer a free white paper, guide, or report about your industry, products, or services as thanks for signing up for your newsletter.

4. Hold a Customer Appreciation Event

Hold a “VIP Night” in your store or office. It could be a free seminar, early-bird sale, special access to new products, or a get-together with entertainment or a guest speaker. Promote your event in your e-newsletter and with links on social media websites so no one misses out.

5. Do Good

Get your business involved with a nonprofit or charity. Invite other local businesses and the community to participate. Use your newsletter and social media to tell customers about the cause you support. If you can, donate a portion of the proceeds from sales to the charity or match your customers’ donations. Another option is to hold a fundraising event. Remind people when they patronize your business that they’re doing something good.

Do these things again and again.

Showing customers you care should be an ongoing communications effort–not a once-a-year occasion the way we celebrate Valentine’s Day. Whatever you do, be sincere. Customers can spot hype a mile away. Here are some additional hints to take to heart:

Don’t pass off promotional content as editorial content. Give your audience something valuable and useful in every e-mail newsletter.

Only make promises you can stand by. Make sure employees understand your brand promise and communicate with them as you would with customers.

Remember what your mother told you: If you make a mistake, say you’re sorry. Then make things right.

Offer your contact information in every communication so customers can let you know when they’re dissatisfied–and when you’ve exceeded their expectations.

Customers demand more than good products and services. They want you to care about them and the world we live in. Show them you care all year long and you’re more likely to win their hearts . . . and their business.

Gail Goodman is the CEO of Constant Contact, a web-based provider of e-mail marketing, social media marketing, event marketing and online survey tools for small businesses. She’s also a recognized small-business expert and speaker.

Investing in Yourself: You’re Worth It!

From the desk of:

Michelle Rogan

Trust & Estate Services Manager

ESSA Bank & Trust

Start Saving Early

×          Establish a personal savings account for emergency expenses.

×          Participate in employer-sponsored retirement plans.

×          Contribute to Individual Retirement Accounts (IRAs) – Traditional or Roth – depending on tax advantages; consult your tax advisor for plans for self-employed.

×          Consider working with a financial planner or advisor.

×          Time is really on your side if you save while you are younger.

Understanding and Calculating Your Net Worth

×          Knowing what you have now will help you develop a plan for your future.

×          Income Sources

×          Expenses: Fixed and Variable

×          You need to know whether your net worth is negative or positive in order to move forward in your financial and personal life.

Why Women Need to Save More for Retirement

×          Women will generally outlive their husbands by 15 years according to Women’s Institute for Financial Education (www.wife.org).

×          Women receive only 54% of pension income as men do according to the Older Women’s League.

×          Women tend to work less and earn less than male counterparts, approximately 76 cents on the dollar.

×          Women are more likely than men to leave the workforce to care for children or a sick elderly parent.

Develop a Retirement Strategy

×          Establish a time horizon.

×          Understand risk tolerance.

×          Establish a long-term goal for retirement and imagine what it will look like in the future.

×          Know what you have, where it is, and how it is invested.

×          Review your investment statements regularly.

×          Do not react to short-term changes in the economic environment.

×          Prepare to stay the course; retirement is a process that is long term and involves careful planning.

Choosing the Right Investments

×          Different life stages require different types of investments.

×          Understand investment risk versus reward. How much risk are you willing to take?

×          Learn the difference between stocks, bonds, and mutual funds.

×          Consider asset allocation when reviewing your portfolio.

×          Recognize the importance of diversifying investments in your portfolio.

Understanding External Factors

×          Expenses will continue to rise and have an impact on your savings.

×          Pay attention to inflation, health care costs, and the economy in general.

×          Consider long-term care insurance to hedge against the rise in private home care and nursing home costs.

×          Plan for increases in expenses and spend wisely.

×          Look for ways to lower expenses by shopping various service providers.

×          Maintain a budget and play an active part in the savings process.

×          Monitor your savings plan regularly.

Deciding to Retire

×          What does your retirement look like?

×          Do you have a business succession plan?

×          Do you have enough resources to retire?

×          Take advantage of financial calculators available on the Internet.

×          Review what benefits are available to you, including pensions, 401k, insurance coverage, and social security.

×          Review your social security statements for accuracy.

Quick Tips

1.       Start saving early, monitor your investments, adjust risk and asset allocation as retirement approaches, and stay the course.

2.       Calculate your net worth at least annually.

3.       Update your goals for savings and retirement regularly.

4.       Make sure beneficiaries of retirement plans, insurance policies, and annuity contracts are reviewed and updated as needed.

5.       Update your business plan annually.

6.       Do not try to time the market.

Other Resources

×          Choosing a Retirement Plan for employees of tax-exempt and government entities: http://www.irs.gov/pub/irs-pdf/p4484.pdf

×          Cash Flow Planning for Life: http://www.schwab.com/public/schwab/research_strategies/market_insight/financial_goals/financial_planning/cash_flow_planning_for_life.html?cmsid=P-2378093&lvl1=research_strategies&lvl2=market_insight&

×          Small Business Retirement Savings Advisor:

http://www.dol.gov/elaws/pwba/plans/final.asp

×          Retirement Savings Calculator: http://www.schwab.com/public/schwab/planning/retirement/retirement_savings_calculator?cmsid=P-2294686&lvl1=planning&lvl2=retirement

×          Personal Net Worth Worksheet: http://www.schwabmoneywise.com/resources/worksheets/Net-Worth-Worksheet.pdf

×          Roth 401(k) vs. Regular 401(k) Calculator: http://scrs.schwab.com/tools/schwab_roth_401k_calc.htm

×          Choosing a Retirement Solution for Your Small Business: http://www.dol.gov/ebsa/pdf/choosing.pdf

×          Introduction to Individual Retirement Accounts:

http://www.ots.treas.gov/_files/427077.pdf

It’s been said that the best things in life are free. And we couldn’t agree more. That’s why we’re back with our fourth annual list of our favorite freebies.

We looked for primo goods and services — no useless junk allowed. And, boy, we found them, from financial tools to entertainment to cold, hard cash. So put away your wallet — your money is no good here.

Free Wi-Fi

Rejoice! About 6,800 Starbucks and 11,500 McDonald’s nationwide recently began offering free Wi-Fi.

You can also go to WiFiFreeSpot.com to find places to surf free when you’re away from home. The database includes airports, restaurants, hotels and more.

Free Business Advice

Run your own business and you’re bound to have questions. Go to SCORE.org to get free, confidential small-business advice. The nonprofit has 12,400 volunteer counselors, who are working and retired executives and business owners. Drop in to one of SCORE’s 364 offices nationwide for a face-to-face consultation, or chat with an expert online.

Another great resource is the Small Business Administration. It often hosts free local workshops, and its Web site (SBA.gov) has an extensive list of tools and resources for entrepreneurs.

Free Car Repair Help

It won’t fix your car free (darn), but RepairPal.com will help you find out whether your mechanic is quoting a fair price.

Enter your car’s make, model and year, plus your zip code. Then choose among dozens of fixes to get a price range for the job at dealerships and independent shops in your area.

Free Cash

Don’t let your short-term savings stagnate. Stash it in a high-yield online savings account such as ING Direct or HSBC Direct. They’re FDIC-insured and were recently paying 1.1%. (For every $1,000 in your account, that’s $11 free every year.) Online interest-bearing checking accounts from ING Direct and Everbank are also a good deal. They pay from 0.25% to 1.46%.

Another source of free cash: Some employers will match your contributions to your workplace 401(k) plan. For instance, if you contribute $100 per month, they may toss in another $50. You’ve got to save for retirement anyway, so take the free cash if it’s offered.

Free Tech Support

If you’re a member of Sam’s Club or Costco, you can get free tech support — even if you didn’t buy the device at their store.

Or, for PC problems, anyone can head to TechGuy.org or 5starsupport.com for free help. You can search the forums for your computer’s particular ailment or post a question to receive a timely response from the sites’ groups of geek volunteers. And don’t forget to try the manufacturer’s web site. Many post user manuals and FAQs to help you solve your dilemma.

Free Credit-Card Perks

By simply carrying a credit card, you’re entitled to some pretty cool freebies. For example, most credit cards come with free rental-car insurance, and some will cover the cost of your vacation if you have to cancel your trip. Some cards will even cover the cost of an item you bought that gets lost, stolen or destroyed, or will allow you to return an item to them that the store won’t take back (like those shoes you bought on clearance). You might also score a free extended warranty on your purchase.

Call your card issuer to ask for a list of your benefits.

Free Treats

Your favorite snack shop or fast-food restaurant may have an annual freebie day. Mark your calendar for free IHOP pancakes in February; free Ben & Jerry’s ice cream, Rita’s Italian ice, and a Starbucks pastry in March; free Pretzel Time pretzels and a Cinnabon treat in April; free Haagen Daas ice cream in May; a free Krispy Kreme doughnut, Sonic root-beer float and TCBY frozen yogurt in June; and a free Chick-Fil-A meal in July — to name a few.

You can also sign up to score free food on your birthday from Famous Dave’s BBQ, Cold Stone Creamery, Denny’s and other eateries. Search the Web for “birthday freebies,” or call your local restaurants to ask whether they offer such a deal.

Free Education

Many colleges and universities, such as Johns Hopkins, University of Notre Dame and Massachusetts Institute of Technology, post course material and lectures on their web sites. You won’t get credit toward a degree, but you can pursue an interest, sharpen your skills or even learn a language.

You can also go to Apple’s iTunes U to access more than 250,000 free lectures, videos and other materials from 600 universities, including Oxford, Stanford and Yale.

Free Credit Report and Credit Score

One of our all-time favorite freebies is AnnualCreditReport.com, which gives you a free copy of your credit report from each of the three credit bureaus. (Don’t fall for other sites that offer “free” credit reports, which often end up enrolling you in expensive credit-monitoring programs that you usually don’t need.)

But your credit score has usually been costlier to come by. Now you can get a free score from CreditKarma.com and Quizzle.com. The sites give you a real credit score. While it’s not the FICO score that most lenders use, you’ll still get a good idea of where you stand.

Free Financial Apps

There’s a slew of free apps for your mobile phone that can simplify your financial tasks.

Among our favorites are apps from Mint.com to track your spending and investments, Allpoint and Moneypass to find surcharge-free ATMs nearby, Yowza for coupons on the go and CheckPlease Lite to easily calculate a tip or divide a restaurant check.

Free RX Drugs

Bring in your prescription, and you can get free antibiotics at some pharmacies, including those at Giant, Meijer, Publix, Stop & Shop and Wegmans. You can also get free prenatal vitamins at Meijer and Schnucks.

Free Tax Software and Tax Filing

Some tax professionals and tax-prep software charge you extra to actually file your return — which seems downright silly. After all, you already paid them for their service, not to mention you already paid your taxes.

Check out the IRS’s Free File program. If you make less than a certain amount (for 2009 returns filed this past Spring, the limit was $57,000 of adjusted gross income), you qualify for free tax-prep software and filing. Make more than that, and you can still file for free, but you don’t get the free software.

Free Books, Music, Movies and More

You’ll find the mother lode of freebies at your public library. All the books, magazines, audio books, video games and CDs you can carry won’t cost a cent. Many libraries also have free Wi-Fi, DVDs and e-books. You may be able to go online to place your order for materials and a librarian will have them waiting for you when you arrive.

And that’s not all. Your library may host free book clubs, lectures, film screenings, children’s story times, craft activities and other community events.

Free Computer Protection

Is your computer vulnerable? You can download malware-protection services available free online.

We recommend PC Magazine’s Editor’s Choice: Panda Cloud Antivirus. Or try Microsoft’s Security Essentials, which PCWorld.com says renders subscription antivirus services unnecessary.

Free Financial Advice

Kiplinger.com is a treasure trove of free financial advice, if we do say so ourselves. Our tools and calculators will help you get on the right financial track.

Our expert columnists answer your personal-finance questions on everything from general queries to family finances to ethical matters. Plus, we have loads of informative videos and podcasts, top-notch stock and mutual fund analysis, and an active reader’s community.

on balancing her professional life and role as mother…

“It’s hard, because if I’m at work and my kids are home I wish I were with them and sometimes when I’m at home I end up on my laptop working. I’m acutely aware that this phase of being a mom is almost over and I am cherishing every moment. But what ends up getting sacrificed is my personal health – exercising and eating right.”

Erin Baehr. A Woman to Plan For….

Erin Baehr shifted in her seat as we both ordered salads at The Bistro Café on Main St in Stroudsburg.
“Sure, it’s been a hectic year, but I feel like I am a step closer to meeting some of my business goals.” Erin stated.

Erin has been quite busy, getting her new business diggs up and running – a bold step considering the current state of the economy. So I began this interview with the obvious question: What motivated her to make the move?

Q: What motivated you to make the move to your new location at the corner of 8th and Ann Sts in Stroudsburg?
A. Well, there was the 2nd Floor barrier for those who couldn’t manage the steps. Plus I firmly believe that there is a big need in society today for personal financial education. I wanted to be a part of that educational movement and hold workshops and outreach classes. I didn’t have that kind of space in the old facility. Plus I am looking at the time when I will need to add another professional one day, so….

Q: Tell us more about what kinds of activities your plan to hold on the premises that will help us learn good financial planning?
A. I am planning monthly workshops on the 3rd Thursday evening of each month and touching on a variety of topics and quarterly discussions for national economic awareness, etc. We recently held a workshop with the sharing of the IOUSA movie concerning our national debt. There will also be “clinic” days on the 3rd Friday with hourly time slots at a reduced rate, geared especially toward Gen X and Gen Y clients and those starting out with less complex issues. We also plan to have some fun – like a Millionaire game night for women – with wine and munchies, of course!

Q: The obvious question – exactly where is your new office located?
A. 742 Ann St in Stroudsburg, PA.

Q: What sets you apart from other financial planners?
A. I am a fee only planner, which means I operate on a fee for service basis, and I don’t sell any products. My clients pay me directly and use no-load, low fee products for their investments. I’m free to advise them on issues not typically addressed with advisors like cash flow, taxes (I am also an Enrolled Agent) or any other financial decisions they face. I work with some clients on an open access, full time basis and still others, an hour at a time.

Q. Why did you join PoconoWomen?
A. I spent a lot of years isolated as a stay-at-home mom and then commuting to NJ. When I started working locally I wanted to get to know other women close to home. PoconoWomen provided great opportunities to meet a wide variety of women.

Q: How has joining PoconoWomen helped you in your business and your personal life?
A. I’ve met some really terrific, dynamic women through PW – most notable the remarkable Trudie Lear. It’s nice to run into women I know through PW at all sorts of events or just around town. I’ve met new clients through PoconoWomen, made some great professional connections, and learned a lot. We are learning new things all the time!

Q: How do you find balance with all of your other lives – family life, spiritual life and leisure time?
A. It’s hard, because if I’m at work and my kids are home I wish I were with them and sometimes when I’m at home I end up on my laptop working. I’m acutely aware that this phase of being a mom is almost over and I am cherishing every moment. But what ends up getting sacrificed is my personal health – exercising and eating right.

Q: How do you relax at the end of a stressful day?
A. I sit on the couch with a blanket beside my husband and read on my laptop.

Q: Just curious,here– Does your husband watch Sci-Fi movies and Ice Road truckers, too?
A. Yes.  (giggle)

Q: If you could send a message to all women reading this, what would it be?

A. The most important thing for women to do is to make sure that they always maintain the ability to earn a living. Pay attention to your finances! Create an emergency fund where you put a 10% (or more if you can) of your income in an accessible account –like a separate savings account locally (see Holly at KNBT), or in an online savings account like http://www.facebook.com/l/c03175ETtxh2olJ6UD-dW4BYxXg;www.ingdirect.com
This can be done at www.ingdirect.com

Thanks Erin. We wish you well, and I hope to come to your next workshop scheduled for October 27! (See www.poconowomen.com calendar for more details)
###/tbl/09/08/10

Learn some great tips in a low pressure, high ‘liquid’ environment

Erin Baehr, of Baehr Financial Planning, will be on-hand for the evening’s frivolity. =)

A Members Only benefit: No admittance fee for members. Cash Bar. (Guests can join or renew their membership @ the door!)

To register, contact Trudie today!!