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var v8a7c9fef22a29a7c0122a414cc6e1654_titles = {"visibleOpening":"<div id='zw_titles_8a7c9fef22a29a7c0122a414cc6e1654'>","visibleClosing":"<\/div>","hiddenOpening":"<div id='zw_titles_8a7c9fef22a29a7c0122a414cc6e1654' style='display:none'>","hiddenClosing":"<\/div>","contents":"<div id='zwTitle'>Smart E-Solutions - Mashup<span class='zwClear' ><\/span><\/div><div><ul class='zwContent'><li id='zw_0_li'><div class='zwContentTitle' id='zw_0_title'><a href='http://docs.google.com/a/ziftsolutions.com/viewer?a=v&amp;pid=gmail&amp;attid=0.1&amp;thid=12ad478a8244c60f&amp;mt=application/msword&amp;url=http://mail.google.com/a/ziftsolutions.com/?ui%3D2&amp;ik%3De130d5e6ec&amp;view%3Datt&amp;th%3D12ad478a8244c60f&amp;attid%3D0.1&amp;disp%3Dattd&amp;zw&amp;sig=AHIEtbRqtbI1kUMqeVG9MgeZF3lMePsMYg' onclick=\"zTrkClick(this, &#039;8a7c9fef22a29a7c0122a414cc6e1654&#039;,&#039;8a7c9fef2a66eb9c012ad4ea1efb7234&#039;,&#039;402881e71da6b5e8011da6b634a70028&#039;,&#039;http&#037;3A&#037;2F&#037;2Fdocs.google.com&#037;2Fa&#037;2Fziftsolutions.com&#037;2Fviewer&#037;3Fa&#037;3Dv&#037;26pid&#037;3Dgmail&#037;26attid&#037;3D0.1&#037;26thid&#037;3D12ad478a8244c60f&#037;26mt&#037;3Dapplication&#037;2Fmsword&#037;26url&#037;3Dhttp&#037;3A&#037;2F&#037;2Fmail.google.com&#037;2Fa&#037;2Fziftsolutions.com&#037;2F&#037;3Fui&#037;253D2&#037;2526ik&#037;253De130d5e6ec&#037;2526view&#037;253Datt&#037;2526th&#037;253D12ad478a8244c60f&#037;2526attid&#037;253D0.1&#037;2526disp&#037;253Dattd&#037;2526zw&#037;26sig&#037;3DAHIEtbRqtbI1kUMqeVG9MgeZF3lMePsMYg&#039;);try{ if (!goNews('http://docs.google.com/a/ziftsolutions.com/viewer?a=v&pid=gmail&attid=0.1&thid=12ad478a8244c60f&mt=application/msword&url=http://mail.google.com/a/ziftsolutions.com/?ui%3D2%26ik%3De130d5e6ec%26view%3Datt%26th%3D12ad478a8244c60f%26attid%3D0.1%26disp%3Dattd%26zw&sig=AHIEtbRqtbI1kUMqeVG9MgeZF3lMePsMYg', 0,'8a7c9fef2a66eb9c012ad4ea1efb7234')) return false;}catch(err){}try{zwShowDetails('8a7c9fef2a66eb9c012ad4ea1efb7234','8a7c9fef22a29a7c0122a414cc6e1654')}catch(err){};return false;\" target='_blank'>Adventures in Bootstrapping: How I Started a Restaurant with &#036;6,000<\/a><\/div><div class='zwContentExtra' id='extra_0'><span class='zwDate '>August 24, 2010<\/span><\/div><div class='zwContentText' id='zw_0'>Two years ago I was laid off from my office job. I had no college degree, but I had spent six ...<span class='zwTextReadMore'><a href='http://docs.google.com/a/ziftsolutions.com/viewer?a=v&amp;pid=gmail&amp;attid=0.1&amp;thid=12ad478a8244c60f&amp;mt=application/msword&amp;url=http://mail.google.com/a/ziftsolutions.com/?ui%3D2&amp;ik%3De130d5e6ec&amp;view%3Datt&amp;th%3D12ad478a8244c60f&amp;attid%3D0.1&amp;disp%3Dattd&amp;zw&amp;sig=AHIEtbRqtbI1kUMqeVG9MgeZF3lMePsMYg' onclick=\"zTrkClick(this, &#039;8a7c9fef22a29a7c0122a414cc6e1654&#039;,&#039;8a7c9fef2a66eb9c012ad4ea1efb7234&#039;,&#039;402881e71da6b5e8011da6b634a70028&#039;,&#039;http&#037;3A&#037;2F&#037;2Fdocs.google.com&#037;2Fa&#037;2Fziftsolutions.com&#037;2Fviewer&#037;3Fa&#037;3Dv&#037;26pid&#037;3Dgmail&#037;26attid&#037;3D0.1&#037;26thid&#037;3D12ad478a8244c60f&#037;26mt&#037;3Dapplication&#037;2Fmsword&#037;26url&#037;3Dhttp&#037;3A&#037;2F&#037;2Fmail.google.com&#037;2Fa&#037;2Fziftsolutions.com&#037;2F&#037;3Fui&#037;253D2&#037;2526ik&#037;253De130d5e6ec&#037;2526view&#037;253Datt&#037;2526th&#037;253D12ad478a8244c60f&#037;2526attid&#037;253D0.1&#037;2526disp&#037;253Dattd&#037;2526zw&#037;26sig&#037;3DAHIEtbRqtbI1kUMqeVG9MgeZF3lMePsMYg&#039;);try{ if (!goNews('http://docs.google.com/a/ziftsolutions.com/viewer?a=v&pid=gmail&attid=0.1&thid=12ad478a8244c60f&mt=application/msword&url=http://mail.google.com/a/ziftsolutions.com/?ui%3D2%26ik%3De130d5e6ec%26view%3Datt%26th%3D12ad478a8244c60f%26attid%3D0.1%26disp%3Dattd%26zw&sig=AHIEtbRqtbI1kUMqeVG9MgeZF3lMePsMYg', 0,'8a7c9fef2a66eb9c012ad4ea1efb7234')) return false;}catch(err){}try{zwShowDetails('8a7c9fef2a66eb9c012ad4ea1efb7234','8a7c9fef22a29a7c0122a414cc6e1654')}catch(err){};return false;\" target='_blank'>[read more]<\/a><\/span><\/div><\/li><li id='zw_1_li'><div class='zwContentTitle' id='zw_1_title'><a href='http://docs.google.com/a/ziftsolutions.com/viewer?a=v&amp;pid=gmail&amp;attid=0.1&amp;thid=12ad478a8244c60f&amp;mt=application/msword&amp;url=http://mail.google.com/a/ziftsolutions.com/?ui%3D2&amp;ik%3De130d5e6ec&amp;view%3Datt&amp;th%3D12ad478a8244c60f&amp;attid%3D0.1&amp;disp%3Dattd&amp;zw&amp;sig=AHIEtbRqtbI1kUMqeVG9MgeZF3lMePsMYg' onclick=\"zTrkClick(this, &#039;8a7c9fef22a29a7c0122a414cc6e1654&#039;,&#039;8a7c9fef2a66eb9c012ad4dd4ce16f5d&#039;,&#039;402881e71da6b5e8011da6b634a70028&#039;,&#039;http&#037;3A&#037;2F&#037;2Fdocs.google.com&#037;2Fa&#037;2Fziftsolutions.com&#037;2Fviewer&#037;3Fa&#037;3Dv&#037;26pid&#037;3Dgmail&#037;26attid&#037;3D0.1&#037;26thid&#037;3D12ad478a8244c60f&#037;26mt&#037;3Dapplication&#037;2Fmsword&#037;26url&#037;3Dhttp&#037;3A&#037;2F&#037;2Fmail.google.com&#037;2Fa&#037;2Fziftsolutions.com&#037;2F&#037;3Fui&#037;253D2&#037;2526ik&#037;253De130d5e6ec&#037;2526view&#037;253Datt&#037;2526th&#037;253D12ad478a8244c60f&#037;2526attid&#037;253D0.1&#037;2526disp&#037;253Dattd&#037;2526zw&#037;26sig&#037;3DAHIEtbRqtbI1kUMqeVG9MgeZF3lMePsMYg&#039;);try{ if (!goNews('http://docs.google.com/a/ziftsolutions.com/viewer?a=v&pid=gmail&attid=0.1&thid=12ad478a8244c60f&mt=application/msword&url=http://mail.google.com/a/ziftsolutions.com/?ui%3D2%26ik%3De130d5e6ec%26view%3Datt%26th%3D12ad478a8244c60f%26attid%3D0.1%26disp%3Dattd%26zw&sig=AHIEtbRqtbI1kUMqeVG9MgeZF3lMePsMYg', 1,'8a7c9fef2a66eb9c012ad4dd4ce16f5d')) return false;}catch(err){}try{zwShowDetails('8a7c9fef2a66eb9c012ad4dd4ce16f5d','8a7c9fef22a29a7c0122a414cc6e1654')}catch(err){};return false;\" target='_blank'>Staying in Touch with Your Customers<\/a><\/div><div class='zwContentExtra' id='extra_1'><span class='zwDate '>August 5, 2010<\/span><\/div><div class='zwContentText' id='zw_1'>&quot;We see our customers as invited guests to a party, and we are the hosts. It&#039;s our ...<span class='zwTextReadMore'><a href='http://docs.google.com/a/ziftsolutions.com/viewer?a=v&amp;pid=gmail&amp;attid=0.1&amp;thid=12ad478a8244c60f&amp;mt=application/msword&amp;url=http://mail.google.com/a/ziftsolutions.com/?ui%3D2&amp;ik%3De130d5e6ec&amp;view%3Datt&amp;th%3D12ad478a8244c60f&amp;attid%3D0.1&amp;disp%3Dattd&amp;zw&amp;sig=AHIEtbRqtbI1kUMqeVG9MgeZF3lMePsMYg' onclick=\"zTrkClick(this, &#039;8a7c9fef22a29a7c0122a414cc6e1654&#039;,&#039;8a7c9fef2a66eb9c012ad4dd4ce16f5d&#039;,&#039;402881e71da6b5e8011da6b634a70028&#039;,&#039;http&#037;3A&#037;2F&#037;2Fdocs.google.com&#037;2Fa&#037;2Fziftsolutions.com&#037;2Fviewer&#037;3Fa&#037;3Dv&#037;26pid&#037;3Dgmail&#037;26attid&#037;3D0.1&#037;26thid&#037;3D12ad478a8244c60f&#037;26mt&#037;3Dapplication&#037;2Fmsword&#037;26url&#037;3Dhttp&#037;3A&#037;2F&#037;2Fmail.google.com&#037;2Fa&#037;2Fziftsolutions.com&#037;2F&#037;3Fui&#037;253D2&#037;2526ik&#037;253De130d5e6ec&#037;2526view&#037;253Datt&#037;2526th&#037;253D12ad478a8244c60f&#037;2526attid&#037;253D0.1&#037;2526disp&#037;253Dattd&#037;2526zw&#037;26sig&#037;3DAHIEtbRqtbI1kUMqeVG9MgeZF3lMePsMYg&#039;);try{ if (!goNews('http://docs.google.com/a/ziftsolutions.com/viewer?a=v&pid=gmail&attid=0.1&thid=12ad478a8244c60f&mt=application/msword&url=http://mail.google.com/a/ziftsolutions.com/?ui%3D2%26ik%3De130d5e6ec%26view%3Datt%26th%3D12ad478a8244c60f%26attid%3D0.1%26disp%3Dattd%26zw&sig=AHIEtbRqtbI1kUMqeVG9MgeZF3lMePsMYg', 1,'8a7c9fef2a66eb9c012ad4dd4ce16f5d')) return false;}catch(err){}try{zwShowDetails('8a7c9fef2a66eb9c012ad4dd4ce16f5d','8a7c9fef22a29a7c0122a414cc6e1654')}catch(err){};return false;\" target='_blank'>[read more]<\/a><\/span><\/div><\/li><li id='zw_2_li'><div class='zwContentTitle' id='zw_2_title'><a href='http://www.1to1media.com/weblog/2010/07/hoffmans_hot_seat_making_the_m.html' onclick=\"zTrkClick(this, &#039;8a7c9fef22a29a7c0122a414cc6e1654&#039;,&#039;8a7c9fef2a550709012a581b1b2f6af6&#039;,&#039;402881e71da6b5e8011da6b634a70028&#039;,&#039;http&#037;3A&#037;2F&#037;2Fwww.1to1media.com&#037;2Fweblog&#037;2F2010&#037;2F07&#037;2Fhoffmans_hot_seat_making_the_m.html&#039;);try{ if (!goNews('http://www.1to1media.com/weblog/2010/07/hoffmans_hot_seat_making_the_m.html', 2,'8a7c9fef2a550709012a581b1b2f6af6')) return false;}catch(err){}try{zwShowDetails('8a7c9fef2a550709012a581b1b2f6af6','8a7c9fef22a29a7c0122a414cc6e1654')}catch(err){};return false;\" target='_blank'>Hoffman&#039;s Hot Seat: Making the Most of Social CRM Opportunities with Customers<\/a><\/div><div class='zwContentExtra' id='extra_2'><span class='zwDate '>August 1, 2010<\/span><\/div><div class='zwContentText' id='zw_2'>There&#039;s a huge amount of buzz around social CRM but a limited amount of action that ...<span class='zwTextReadMore'><a href='http://www.1to1media.com/weblog/2010/07/hoffmans_hot_seat_making_the_m.html' onclick=\"zTrkClick(this, &#039;8a7c9fef22a29a7c0122a414cc6e1654&#039;,&#039;8a7c9fef2a550709012a581b1b2f6af6&#039;,&#039;402881e71da6b5e8011da6b634a70028&#039;,&#039;http&#037;3A&#037;2F&#037;2Fwww.1to1media.com&#037;2Fweblog&#037;2F2010&#037;2F07&#037;2Fhoffmans_hot_seat_making_the_m.html&#039;);try{ if (!goNews('http://www.1to1media.com/weblog/2010/07/hoffmans_hot_seat_making_the_m.html', 2,'8a7c9fef2a550709012a581b1b2f6af6')) return false;}catch(err){}try{zwShowDetails('8a7c9fef2a550709012a581b1b2f6af6','8a7c9fef22a29a7c0122a414cc6e1654')}catch(err){};return false;\" target='_blank'>[read more]<\/a><\/span><\/div><\/li><li id='zwContentFoot' style='clear:both'><a href='http%3A%2F%2Fsage.ziftsolutions.com%2Fchannel%2F8a7caa111aa3e7b1011aa744f6d300af' onclick='try{ if (goNews2()) {zwOpenLiteReader8a7c9fef22a29a7c0122a414cc6e1654(\"http%3A%2F%2Fsage.ziftsolutions.com%2Fchannel%2F8a7caa111aa3e7b1011aa744f6d300af\",\"http%3A%2F%2Fsage.ziftsolutions.com%2Fchannel%2F8a7caa111aa3e7b1011aa744f6d300af\");return false;} else return false;}catch(err){zwOpenLiteReader8a7c9fef22a29a7c0122a414cc6e1654(\"http%3A%2F%2Fsage.ziftsolutions.com%2Fchannel%2F8a7caa111aa3e7b1011aa744f6d300af\",\"http%3A%2F%2Fsage.ziftsolutions.com%2Fchannel%2F8a7caa111aa3e7b1011aa744f6d300af\");return false;}' target='_blank'>More Articles...<\/a><\/li><\/ul><\/div>"};
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I had no college degree, but I had spent six years working as the assistant to an inventor, and the rest of the time in HR and business management positions. I had some idea how to start and run a business. I&#039;m also a good cook.<\/p> <p>I am a huge fan of the cooking show <a href=\"http://www.foodnetwork.com/diners-drive-ins-and-dives/index.html\">&quot;Diners, Drive-ins and Dives,&quot;<\/a> which is hosted by my idol, Guy Fieri. On one show, he featured a mechanic who used a homemade rotisserie meat smoker in his camper to cook for his employees, and it inspired me. I approached a neighbor who had been pushing me to start my own restaurant, and essentially asked him to put his money where his mouth was. He loaned me &#036;2,000 and I promised him a 25&#037; return on the investment. Once we had that loan, a friend of my husband&#039;s lent me &#036;3,500 with no interest due and a friend of mine lent me &#036;500 with no interest due, for a total of &#036;6,000 and a repayment of &#036;6,500. It wasn&#039;t a lot, but I thought if I worked it right, it might be enough.<strong><\/strong><\/p> <p><strong>I keep costs and overhead low<\/strong><\/p> <p>From my previous work, I had experience filing for an LLC and doing accounting and payroll, so I knew I wouldn&#039;t have to hire a lawyer or an accountant. I invested &#036;500 in <a href=\"http://www.peachtree.com/\">Peachtree Accounting<\/a> software to manage my payroll and finances. As for a head chef, I had that covered, too: I had been cooking since grade school. My father was an excellent chef and we used to make dinner together after he got home for work - things like shish kebabs, ribs and homemade marinades.<\/p> <p>We couldn&#039;t afford rent on a space right away, so on Craigslist I found a &#036;1,700 camper trailer, which my husband remodeled into a kitchen. For the first year we parked the trailer in a vacant lot in High Ridge, MO, off of Highway 30 and made all our food to go.<\/p> <p>I wanted smoked meats to be the center of my menu, but brand new smokers go for around &#036;5,000 - almost my entire budget. So I purchased online directions for building a homemade smoker. I bought about &#036;150 worth of scrap metal, including a 250-gallon oil tank that had come out of an old home. With the help of some neighbors who owned a couple of welders, we were able to create a smoker for less than &#036;200.<\/p> <p>I decided to use a residential stove for my kitchen. I not only saved thousands I would have spent on an industrial stove, but I didn&#039;t need to install a vent hood to pass the safety inspection. Vent hoods cost around &#036;20,000. Using a residential stove means I don&#039;t have a fryer, so I don&#039;t have French fries. But I offer steamed corn, baked beans and other homemade sides instead. My feeling is that if people can&#039;t live without French fries, they should just go to McDonalds.<\/p> <p><strong>I rely on my community<\/strong><\/p> <p>What&#039;s really gotten me through the first couple of years is having the support of my community. In addition to giving me seed money, helping me build my smoker and getting the word out about my restaurant, my neighbors have actually written checks that have allowed me to buy vital pieces of equipment.<\/p> <p>At one point, one of my fridges died and I was putting everything in ice chests. A customer and friend from church dropped by and saw my predicament. When I told her that I was saving to buy a fridge being sold up the street for &#036;1,600, she wrote me a check for the amount on the spot, without expectation of being paid back. I was blown away. Later, a customer and friend of mine sold me a walk-in cooler for only &#036;300. Without this support I don&#039;t think I would have made it this far.<\/p> <p><strong>I had to spend a little more to make a lot more<\/strong><\/p> <p>Last November I finally moved to a new space in Arnold/Imperial MO. The restaurant is small - just enough room for a kitchen and three tables, but it&#039;s made a huge difference.<\/p> <p>The first year - 2009, when I was working out of the trailer - I had very little help. I only worked three days a week and it showed. In 2009 I made only &#036;35,000 in revenue. In the new space, business has picked up. We&#039;ve got more street visibility and people like that there&#039;s a place to sit and eat.<\/p> <p>Now I work five days a week and have almost doubled the size of my menu. I hired four part-time employees and one full-time cashier. Rent is only &#036;550 a month, so I continue to have very low overhead. I am making over &#036;12,000 a month in sales so far this year - quite a jump from last year. Within the next 12 months, I expect to repay the initial loans - plus interest - that let me launch my business.<\/p><\/span><\/div><table id='zwNextPrev' width='100%'><tr><td style='text-align: left;' align='left'>&lt;&lt; Previous Article&nbsp;|&nbsp;<a href='http://docs.google.com/a/ziftsolutions.com/viewer?a=v&pid=gmail&attid=0.1&thid=12ad478a8244c60f&mt=application/msword&url=http://mail.google.com/a/ziftsolutions.com/?ui%3D2%26ik%3De130d5e6ec%26view%3Datt%26th%3D12ad478a8244c60f%26attid%3D0.1%26disp%3Dattd%26zw&sig=AHIEtbRqtbI1kUMqeVG9MgeZF3lMePsMYg' onclick='zTrkClick(this, &#039;8a7c9fef22a29a7c0122a414cc6e1654&#039;,&#039;8a7c9fef2a66eb9c012ad4dd4ce16f5d&#039;,&#039;402881e71da6b5e8011da6b634a70028&#039;,&#039;http&#037;3A&#037;2F&#037;2Fdocs.google.com&#037;2Fa&#037;2Fziftsolutions.com&#037;2Fviewer&#037;3Fa&#037;3Dv&#037;26pid&#037;3Dgmail&#037;26attid&#037;3D0.1&#037;26thid&#037;3D12ad478a8244c60f&#037;26mt&#037;3Dapplication&#037;2Fmsword&#037;26url&#037;3Dhttp&#037;3A&#037;2F&#037;2Fmail.google.com&#037;2Fa&#037;2Fziftsolutions.com&#037;2F&#037;3Fui&#037;253D2&#037;2526ik&#037;253De130d5e6ec&#037;2526view&#037;253Datt&#037;2526th&#037;253D12ad478a8244c60f&#037;2526attid&#037;253D0.1&#037;2526disp&#037;253Dattd&#037;2526zw&#037;26sig&#037;3DAHIEtbRqtbI1kUMqeVG9MgeZF3lMePsMYg&#039;);zwShowDetails(\"8a7c9fef2a66eb9c012ad4dd4ce16f5d\",\"8a7c9fef22a29a7c0122a414cc6e1654\");zift_pc--;return false;'>Next Article<\/a> &gt;&gt;<\/td><td style='text-align: right;' align='right'><a style='cursor:pointer' onclick='zwShowTitles(\"8a7c9fef22a29a7c0122a414cc6e1654\");zift_pc--;return false;'>Return to List<\/a><\/td><\/tr><\/table><\/div>"},"v8a7c9fef2a66eb9c012ad4dd4ce16f5d":{"hiddenOpening":"<div id='zw_details_8a7c9fef2a66eb9c012ad4dd4ce16f5d' style='display:none'>","hiddenClosing":"<\/div>","visibleOpening":"<div id='zw_details_8a7c9fef2a66eb9c012ad4dd4ce16f5d'>","visibleClosing":"<\/div>","contents":"<div style='padding-top:3px;' align='left' id='full_1'><table id='zwNextPrev' width='100%'><tr><td style='text-align: left;' align='left'>&lt;&lt; <a href='http://docs.google.com/a/ziftsolutions.com/viewer?a=v&pid=gmail&attid=0.1&thid=12ad478a8244c60f&mt=application/msword&url=http://mail.google.com/a/ziftsolutions.com/?ui%3D2%26ik%3De130d5e6ec%26view%3Datt%26th%3D12ad478a8244c60f%26attid%3D0.1%26disp%3Dattd%26zw&sig=AHIEtbRqtbI1kUMqeVG9MgeZF3lMePsMYg' onclick='zTrkClick(this, &#039;8a7c9fef22a29a7c0122a414cc6e1654&#039;,&#039;8a7c9fef2a66eb9c012ad4ea1efb7234&#039;,&#039;402881e71da6b5e8011da6b634a70028&#039;,&#039;http&#037;3A&#037;2F&#037;2Fdocs.google.com&#037;2Fa&#037;2Fziftsolutions.com&#037;2Fviewer&#037;3Fa&#037;3Dv&#037;26pid&#037;3Dgmail&#037;26attid&#037;3D0.1&#037;26thid&#037;3D12ad478a8244c60f&#037;26mt&#037;3Dapplication&#037;2Fmsword&#037;26url&#037;3Dhttp&#037;3A&#037;2F&#037;2Fmail.google.com&#037;2Fa&#037;2Fziftsolutions.com&#037;2F&#037;3Fui&#037;253D2&#037;2526ik&#037;253De130d5e6ec&#037;2526view&#037;253Datt&#037;2526th&#037;253D12ad478a8244c60f&#037;2526attid&#037;253D0.1&#037;2526disp&#037;253Dattd&#037;2526zw&#037;26sig&#037;3DAHIEtbRqtbI1kUMqeVG9MgeZF3lMePsMYg&#039;);zwShowDetails(\"8a7c9fef2a66eb9c012ad4ea1efb7234\",\"8a7c9fef22a29a7c0122a414cc6e1654\");zift_pc--;return false;'>Previous Article<\/a>&nbsp;|&nbsp;<a href='http://www.1to1media.com/weblog/2010/07/hoffmans_hot_seat_making_the_m.html' onclick='zTrkClick(this, &#039;8a7c9fef22a29a7c0122a414cc6e1654&#039;,&#039;8a7c9fef2a550709012a581b1b2f6af6&#039;,&#039;402881e71da6b5e8011da6b634a70028&#039;,&#039;http&#037;3A&#037;2F&#037;2Fwww.1to1media.com&#037;2Fweblog&#037;2F2010&#037;2F07&#037;2Fhoffmans_hot_seat_making_the_m.html&#039;);zwShowDetails(\"8a7c9fef2a550709012a581b1b2f6af6\",\"8a7c9fef22a29a7c0122a414cc6e1654\");zift_pc--;return false;'>Next Article<\/a> &gt;&gt;<\/td><td style='text-align: right;' align='right'><a style='cursor:pointer' onclick='zwShowTitles(\"8a7c9fef22a29a7c0122a414cc6e1654\");zift_pc--;return false;'>Return to List<\/a><\/td><\/tr><\/table><div id='zwInlineTitle' style='text-align:left;height:auto'><a href='http://docs.google.com/a/ziftsolutions.com/viewer?a=v&amp;pid=gmail&amp;attid=0.1&amp;thid=12ad478a8244c60f&amp;mt=application/msword&amp;url=http://mail.google.com/a/ziftsolutions.com/?ui%3D2&amp;ik%3De130d5e6ec&amp;view%3Datt&amp;th%3D12ad478a8244c60f&amp;attid%3D0.1&amp;disp%3Dattd&amp;zw&amp;sig=AHIEtbRqtbI1kUMqeVG9MgeZF3lMePsMYg' onclick='zTrkClick(this, &#039;8a7c9fef22a29a7c0122a414cc6e1654&#039;,&#039;8a7c9fef2a66eb9c012ad4dd4ce16f5d&#039;,&#039;402881e71da6b5e8011da6b634a70028&#039;,&#039;http&#037;3A&#037;2F&#037;2Fdocs.google.com&#037;2Fa&#037;2Fziftsolutions.com&#037;2Fviewer&#037;3Fa&#037;3Dv&#037;26pid&#037;3Dgmail&#037;26attid&#037;3D0.1&#037;26thid&#037;3D12ad478a8244c60f&#037;26mt&#037;3Dapplication&#037;2Fmsword&#037;26url&#037;3Dhttp&#037;3A&#037;2F&#037;2Fmail.google.com&#037;2Fa&#037;2Fziftsolutions.com&#037;2F&#037;3Fui&#037;253D2&#037;2526ik&#037;253De130d5e6ec&#037;2526view&#037;253Datt&#037;2526th&#037;253D12ad478a8244c60f&#037;2526attid&#037;253D0.1&#037;2526disp&#037;253Dattd&#037;2526zw&#037;26sig&#037;3DAHIEtbRqtbI1kUMqeVG9MgeZF3lMePsMYg&#039;);' target='_blank' >Staying in Touch with Your Customers<\/a><span class='zwClear'><\/span><\/div><div class='zwContentExtra' id='extra_1'><span class='zwDate '>August 5, 2010<\/span><\/div><div class='zwContentText'><span class='zwInline'><p>&quot;We see our customers as invited guests to a party, and we are the hosts. It&#039;s our job every day to make every important aspect of the customer experience a little bit better,&quot; said Jeff Bezos, founder and CEO for Amazon.com, a company known for its customer-centric philosophies.<\/p> <p>Are your leaders in touch with your customers? Most companies claim to be customer-centric. In truth, most businesses are not as customer-centric as they think.<\/p> <p>True customer engagement starts with leadership. Yet, senior executives often get distracted by the grinds of running the business - operations, financials, strategy and other day-to-day activities.<\/p> <p>To remain competitive, business leaders must keep their fingers on the pulse of the entire customer experience, from beginning to end. Executives can unintentionally (and quickly) find themselves out of touch with the realities of the customer experience being created by their company on a daily basis.<\/p> <p><span style=\"color: rgb(204, 51, 51);\"><span style=\"font-family: Arial;\"><strong>No Substitute for Direct Engagement<\/strong><\/span><\/span><br/> Leaders often depend on customer surveys, market research and anecdotal evidence of how customers perceive their company. While this information is valuable, nothing takes the place of real, live, regular and direct engagement with a cross sampling of your customer base.<\/p> <p>This level of engagement will not only help you gain valuable insights into the issues and challenges faced by your customers each day, but it will also help you begin to understand your customers&#039; perceptions of your company as a whole.<\/p> <p>Customer feelings and emotions are difficult to extract from surveys and research, but they can easily be learned from sincere one-on-one dialogue. Ask yourself how often you talk and meet with customers in venues that generate honest and open discussion about how customers feel about your product, service, value proposition, employees and company overall.<\/p> <p><span style=\"color: rgb(204, 51, 51);\"><span style=\"font-family: Arial;\"><strong>Customers at the Forefront<\/strong><\/span><\/span><br/> It is not necessary to create a complex program or process. You might simply require that all key leaders meet regularly with randomly selected customers, and report back on what they learned. The goal of such a program is not to create a litany of action items. Rather, leaders should be exposed to your customers&#039; real issues, as well as sensitized to how the decisions they make will impact customers.<\/p> <p>Be careful that executives do not try to extrapolate trends from just a few customer interactions; that&#039;s what quantitative research is for. Simply let your leaders build customer relationships one-on-one, knowing that each customer could have a unique point of view or concern.<\/p> <p>To be a truly customer-centric company, you must put customers first in all decision making. As your business leaders make a habit of regular customer visits, they can more effectively keep the customers&#039; interests, passions and concerns at the forefront.<\/p> <p>It is important to remember, however, that customer-centricity is not just for senior leaders. Keeping customers top-of-mind in all decision-making should be ingrained into your company culture.<\/p> <p><span style=\"color: rgb(204, 51, 51);\"><span style=\"font-family: Arial;\"><strong>The Good, Bad and Ugly<\/strong><\/span><\/span><br/> Putting yourself and your leadership team in the shoes of your customers is really a simple concept. Just keep asking one basic question: As a customer, how would I like to be treated?<\/p> <p>Put yourself out there, and be prepared to hear the good, the bad and the ugly. The bad and the ugly often contain the &quot;golden nuggets&quot; needed to improve a company&#039;s competitiveness in the marketplace.<\/p> <p>Leon Leonwood Bean, founder of L.L. Bean, another company known for its dedication to customer service and satisfaction, said, &quot;A customer is not an interruption of our work&hellip;he is the purpose of it.&quot;<\/p> <p>I urge you to get closer to your customers. You will be glad you did.<\/p><\/span><\/div><table id='zwNextPrev' width='100%'><tr><td style='text-align: left;' align='left'>&lt;&lt; <a href='http://docs.google.com/a/ziftsolutions.com/viewer?a=v&pid=gmail&attid=0.1&thid=12ad478a8244c60f&mt=application/msword&url=http://mail.google.com/a/ziftsolutions.com/?ui%3D2%26ik%3De130d5e6ec%26view%3Datt%26th%3D12ad478a8244c60f%26attid%3D0.1%26disp%3Dattd%26zw&sig=AHIEtbRqtbI1kUMqeVG9MgeZF3lMePsMYg' onclick='zTrkClick(this, &#039;8a7c9fef22a29a7c0122a414cc6e1654&#039;,&#039;8a7c9fef2a66eb9c012ad4ea1efb7234&#039;,&#039;402881e71da6b5e8011da6b634a70028&#039;,&#039;http&#037;3A&#037;2F&#037;2Fdocs.google.com&#037;2Fa&#037;2Fziftsolutions.com&#037;2Fviewer&#037;3Fa&#037;3Dv&#037;26pid&#037;3Dgmail&#037;26attid&#037;3D0.1&#037;26thid&#037;3D12ad478a8244c60f&#037;26mt&#037;3Dapplication&#037;2Fmsword&#037;26url&#037;3Dhttp&#037;3A&#037;2F&#037;2Fmail.google.com&#037;2Fa&#037;2Fziftsolutions.com&#037;2F&#037;3Fui&#037;253D2&#037;2526ik&#037;253De130d5e6ec&#037;2526view&#037;253Datt&#037;2526th&#037;253D12ad478a8244c60f&#037;2526attid&#037;253D0.1&#037;2526disp&#037;253Dattd&#037;2526zw&#037;26sig&#037;3DAHIEtbRqtbI1kUMqeVG9MgeZF3lMePsMYg&#039;);zwShowDetails(\"8a7c9fef2a66eb9c012ad4ea1efb7234\",\"8a7c9fef22a29a7c0122a414cc6e1654\");zift_pc--;return false;'>Previous Article<\/a>&nbsp;|&nbsp;<a href='http://www.1to1media.com/weblog/2010/07/hoffmans_hot_seat_making_the_m.html' onclick='zTrkClick(this, &#039;8a7c9fef22a29a7c0122a414cc6e1654&#039;,&#039;8a7c9fef2a550709012a581b1b2f6af6&#039;,&#039;402881e71da6b5e8011da6b634a70028&#039;,&#039;http&#037;3A&#037;2F&#037;2Fwww.1to1media.com&#037;2Fweblog&#037;2F2010&#037;2F07&#037;2Fhoffmans_hot_seat_making_the_m.html&#039;);zwShowDetails(\"8a7c9fef2a550709012a581b1b2f6af6\",\"8a7c9fef22a29a7c0122a414cc6e1654\");zift_pc--;return false;'>Next Article<\/a> &gt;&gt;<\/td><td style='text-align: right;' align='right'><a style='cursor:pointer' onclick='zwShowTitles(\"8a7c9fef22a29a7c0122a414cc6e1654\");zift_pc--;return false;'>Return to List<\/a><\/td><\/tr><\/table><\/div>"},"v8a7c9fef2a550709012a581b1b2f6af6":{"hiddenOpening":"<div id='zw_details_8a7c9fef2a550709012a581b1b2f6af6' style='display:none'>","hiddenClosing":"<\/div>","visibleOpening":"<div id='zw_details_8a7c9fef2a550709012a581b1b2f6af6'>","visibleClosing":"<\/div>","contents":"<div style='padding-top:3px;' align='left' id='full_2'><table id='zwNextPrev' width='100%'><tr><td style='text-align: left;' align='left'>&lt;&lt; <a href='http://docs.google.com/a/ziftsolutions.com/viewer?a=v&pid=gmail&attid=0.1&thid=12ad478a8244c60f&mt=application/msword&url=http://mail.google.com/a/ziftsolutions.com/?ui%3D2%26ik%3De130d5e6ec%26view%3Datt%26th%3D12ad478a8244c60f%26attid%3D0.1%26disp%3Dattd%26zw&sig=AHIEtbRqtbI1kUMqeVG9MgeZF3lMePsMYg' onclick='zTrkClick(this, &#039;8a7c9fef22a29a7c0122a414cc6e1654&#039;,&#039;8a7c9fef2a66eb9c012ad4dd4ce16f5d&#039;,&#039;402881e71da6b5e8011da6b634a70028&#039;,&#039;http&#037;3A&#037;2F&#037;2Fdocs.google.com&#037;2Fa&#037;2Fziftsolutions.com&#037;2Fviewer&#037;3Fa&#037;3Dv&#037;26pid&#037;3Dgmail&#037;26attid&#037;3D0.1&#037;26thid&#037;3D12ad478a8244c60f&#037;26mt&#037;3Dapplication&#037;2Fmsword&#037;26url&#037;3Dhttp&#037;3A&#037;2F&#037;2Fmail.google.com&#037;2Fa&#037;2Fziftsolutions.com&#037;2F&#037;3Fui&#037;253D2&#037;2526ik&#037;253De130d5e6ec&#037;2526view&#037;253Datt&#037;2526th&#037;253D12ad478a8244c60f&#037;2526attid&#037;253D0.1&#037;2526disp&#037;253Dattd&#037;2526zw&#037;26sig&#037;3DAHIEtbRqtbI1kUMqeVG9MgeZF3lMePsMYg&#039;);zwShowDetails(\"8a7c9fef2a66eb9c012ad4dd4ce16f5d\",\"8a7c9fef22a29a7c0122a414cc6e1654\");zift_pc--;return false;'>Previous Article<\/a>&nbsp;|&nbsp;Next Article &gt;&gt;<\/td><td style='text-align: right;' align='right'><a style='cursor:pointer' onclick='zwShowTitles(\"8a7c9fef22a29a7c0122a414cc6e1654\");zift_pc--;return false;'>Return to List<\/a><\/td><\/tr><\/table><div id='zwInlineTitle' style='text-align:left;height:auto'><a href='http://www.1to1media.com/weblog/2010/07/hoffmans_hot_seat_making_the_m.html' onclick='zTrkClick(this, &#039;8a7c9fef22a29a7c0122a414cc6e1654&#039;,&#039;8a7c9fef2a550709012a581b1b2f6af6&#039;,&#039;402881e71da6b5e8011da6b634a70028&#039;,&#039;http&#037;3A&#037;2F&#037;2Fwww.1to1media.com&#037;2Fweblog&#037;2F2010&#037;2F07&#037;2Fhoffmans_hot_seat_making_the_m.html&#039;);' target='_blank' >Hoffman&#039;s Hot Seat: Making the Most of Social CRM Opportunities with Customers<\/a><span class='zwClear'><\/span><\/div><div class='zwContentExtra' id='extra_2'><span class='zwDate '>August 1, 2010<\/span><\/div><div class='zwContentText'><span class='zwInline'>There&#039;s a huge amount of buzz around social CRM but a limited amount of action that marketers are actually taking. 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