Mastering Marketing with Kym Illman
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Episode 2
Marketing In A Downturn
The businesses that do best during the tough times are those that ramp up their marketing. To help you target your best customers while your competitors shrivel on the vine try these simple strategies.
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Episode 3
Free Publicity
Free publicity is available in droves, if you know where to look for it. So how do you get your free media exposure? To find out, watch this week's video.
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Episode 4
Relationship Marketing
The best salespeople are those who invest time fostering great customer relationships. In this week's episode I explain why you should develop a relationship with the prospect before asking for their business.
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Episode 5
Attend To The Detail
Potential customers make a judgment call on your business very quickly. The good news is their judgment is based largely on factors you have total control over. Here are some examples.
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Episode 6
The Pricing Hurdle
No one likes to 'drop their pants' on price, but most do because it's the easiest route. So what's the best thing to say next time a prospect replies with "I'll have a think about that"?
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Episode 7
Don't Tell Me, Show Me
Everyone knows actions speak louder than words. The challenge for us as marketers and business owners is demonstrating our unique selling proposition (USP) instead of just "telling". Here's one example I think you'll like.
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Episode 8
Don't Expect Instant Results
Take it from me: I'm as impatient as the next business owner! DM, Radio, online advertising… I want to see instant results. Having said it, in my experience sustained, consistent campaigns work best. Here's why.
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Episode 9
Brand Everything
When you analyse every customer interaction, you’ll soon uncover a wealth of opportunities to promote and market your products & services. In this week's episode I share with you some of the ways that have worked best for me.
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Episode 10
Price It Right
Charging a fair price means being able to employ good salespeople. In reality, far too many businesses simply don't charge enough. Is yours one of them?
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Episode 11
Turning Customers Into Consultants
Most people hate to whinge but love to offer constructive criticism. If you want free and unbiased feedback, you need to turn customers into consultants without making them feel like a whinger. Find out how.
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Episode 12
Sponsorships
I'm a firm believer that it's better to be the biggest sponsor at the smallest event, than the smallest sponsor at the biggest event. If you're a sponsor or contemplating becoming one watch this video now.
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Episode 13
Airport Ambushes
Over the past 20 years I've been responsible for some of Australia's most audacious ambush marketing stunts. To find out exactly how we managed to ambush Tom Jones at Perth International Airport watch this video.
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Episode 14
A Theatrical Experience
There are tangible rewards for businesses that make an effort to create a theatrical or emotional service experience. To see two examples from businesses based in Shanghai and the USA.
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Episode 15
The Welcome Experience
Businesses that focus on delivering a superior Welcome Experience give themselves a head start. So today, invest some time working out how you can enhance the way you welcome customers. Or just watch this video!
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Episode 16
People Do Business With People They Like
Good manners and humility are two traits hard to find in some businesses. Investing time and effort training your staff is always worthwhile. In this week's episode I take a look at a few businesses that have done exactly that.
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Episode 17
No More Waiting
Hate to wait? Who doesn't! That's why businesses that find ways to get customers out of the door quickly do better than those who don't. Are your service personnel guilty of these crimes?
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Episode 18
The Name Is The Game
There's no sweeter word to a customer's ear than their own name. How can you leverage this simple fact to impress and delight your customers?
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Episode 19
Encouraging Eavesdropping
Train your staff members to be eavesdroppers and watch what happens to sales. In this week's episode I'll open your eyes up to the sneaky tricks savvy businesses use to up-sell and cross-sell customers.
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Episode 20
Making It Easy
The easier you make it for your customers to purchase, the faster your business grows. Do you ask your customers to jump through hoops or do you make it easy like these businesses?
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Episode 21
The Retail Experience
How can you compete against lower cost products sourced internationally via the net? In Singapore a CD shop has taken a very interesting approach to crafting their unique shopping experience. What is it?
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Episode 22
Enthusing Staff
Happy staff equals happy customers and we all know happy customers spend more. So how do you fire up your team to want to excel? Here are a handful of strategies that will set you on the right track.
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Episode 23
Copywriting For Results
This week let's talk advertising. Get the low down on The 6 Most Common Mistakes most businesses make when writing copy for their website, brochures, radio ads and signage, and the solution for each.
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Episode 24
Embrace Video
More people watch movies than read books because people are naturally lazy. In this episode I give you 3 inspiring examples on how to use video to arrest your customers' attention and bank the spoils.
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Episode 25
Get Personal
Modern technology has made it easier than ever to incorporate powerful personalisation into customer interactions. Click play for just a few examples on how today's modern businesses are doing so.
Remember you can reach me direct by clicking the 'Contact Kym' button at the top of this website. Naturally I answer all queries personally. - Slide 26
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Episode 26
No Risk, Big Reward
Instead of asking your customers to take a punt on you, try taking a punt on them. By taking the risk out of the purchase process you'll sell more, it's that simple. Watch now for some ideas to get you thinking.
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Episode 27
Everyone Should Sell
When your staff understand what it's like to be your customer, they become more open to selling your services. In this week's episode I explain how successful businesses go about turning every employee into a salesperson.
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Episode 28
Branding
Everything you do in your business affects the way people view your brand. The Las Vegas brand, like any other, is a source of a promise to the consumer. It's been developed over decades through advertising, movies, images and press coverage. Click play to find out more.
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Episode 29
Leaving Voicemail Messages That Work
Do you use the telephone to conduct business? Adopt these simple changes to the way you leave voicemail messages and watch the number of call-backs you receive skyrocket.
For more phone hints and tips check out my World's Greatest Telephone Techniques series. - Slide 30
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Episode 30
Package Where Possible
It often takes the same amount of energy to sell a package as it does a one-off and yet the returns from package sales are so much greater. I learned this the hard way. Watch this video so you don't have to.
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Episode 31
Creating A Buzz
Creating a buzz is simple and doesn't have to cost millions. Here are 3 creative and cheeky ways companies have commandeered the public's attention.
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Episode 32
The Extras
We all want our customers to come back, right? Well how about you throw in some inexpensive but unexpected extras. Press play for 3 simple examples that work wonderfully.
Personally, I like to give away a customer service pack containing my book, CD and DVD with every Messages On Hold package. You can see it here. - Slide 33
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Episode 33
Sizing Up The Price
By going against the trend of offering a discount for greater volume, you could be skimming a couple percent more profit on each sale while at the same time, putting a smile on the customer's dial. Press play to find out how.
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Episode 34
From Fiery to Fanatical
If you run a mile when a disgruntled customer wants to chew your ear, you're not seeing the opportunity. Next time I implore you to try the tactic in this week's episode.
Otherwise they might take action on this website. - Slide 35
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Episode 35
Focus On The Children
The way to a parent's heart is via their children. In this week's episode I touch on some of the ways you can endear yourself to parents and turn them into customers on the spot.
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Episode 36
Influence The Influencers
Now more than ever before peer recommendations carry huge weight. How can you identify those who hold significant influence over your customers and market to them? Watch now to find out.
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Episode 37
Exclusivity
The moment you introduce a sense of exclusivity to a product or service you heighten people's interest in it. Take these examples from Rolex, Wynn Golf Course and hospitality for example.
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Episode 38
Make Things Happen
Almost every successful business I know pushes customers to spend. The ones that are best at it collect information on their customers in order to leverage it. This ensures their marketing is targeted and has big impact. How can you do the same? Start watching to find out.
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Episode 39
Spell It Right
You owe it to your own brand to have your written material perfectly presented. Otherwise you might end up looking stupid like the businesses in this week's episode.
I regularly post embarrassing examples on the Messages On Hold facebook page. Click LIKE to receive them. - Slide 40
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Episode 40
Packaging For Impact
Most shoppers are persuaded more by look and feel than what's written. In this week's episode I share with you a very good example of some highly-effective packaging taken from the cosmetic industry.
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Episode 41
Troll The Net
Who's responsible for monitoring what's said about your organisation on social media and blogs? Unless you keep your finger on the internet pulse, you have no idea the damage competitors or disgruntled customers could be wreaking. Watch this week's episode to learn from these businesses' mistakes.
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Episode 42
Feedback
The easier you make it to give feedback, the more feedback you get. In this week's episode I show you some of the ways businesses are making it easy.
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Episode 43
Own the Customer
The internet is making it easier for businesses to sell direct to the end user. In this week's episode I explain why a business that "owns" its customers has greater control over their destiny than those that don't.
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Episode 44
Getting People to LIKE You
Social media is a powerful marketing tool when used creatively. In this week's episode I'll show you one way to persuade prospects and clients to LIKE you on Facebook.
LIKE Mastering Marketing on Facebook for exclusive content, hints and tips you won't find anywhere else! - Slide 45
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Episode 45
Ambush Marketing
Messages On Hold is famous (or perhaps infamous) for its bold ambush marketing stunts. Now I come clean about how it all started and the stunt that had the greatest impact.
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Episode 46
Business Is Relationships
Businesses that cement close personal relationships with customers do exceptionally well. The Apple Store has perfected the model. Hit play to find out how you can do the same.
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Episode 47
Embrace The Internet
I'm a Christmas Lighting Specialist. The thing is I didn't know it until last year! The internet is a powerful tool if you make yourself visible on it. So how did I end up filming this week's episode in South Korea? Press play to find out.
And when you're done, you can watch the full TVC by subscribing to my youtube channel. - Slide 48
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Episode 48
PR Advice
If you run a business you'll probably have to defuse a public relations blunder at some point. I once over stepped the mark many years ago with a stunt that landed me in some pretty hot water. This week I share what happened and how I limited the damage.
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Episode 49
Educate Me Please
We all know it costs more to acquire new customers than retain existing ones. It makes good business sense to set aside a portion of your marketing budget for demonstrating new and exciting ways existing clients can use your product or service.
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Episode 50
Targeted Advertising
Today, the internet allows previously unheard of degrees of targeting. Press play to learn how you can reduce wastage in your advertising spend by marketing exclusively to your target market.
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Episode 51
Phone Etiquette
So few businesses train their staff on how to use the phone, and yet for most businesses it's the most popular method of communication with clients. Here are 6 strategies your staff can implement today.
You'll find even more strategies in my World's Greatest Telephone Techniques series. - Slide 52
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Episode 52
Facebook Opportunities
350 million people log on to facebook each month. To market your products/services to a targeted group of people on this popular social site - at no cost - press play.
And then when you're done LIKE Mastering Marketing on facebook! - Slide 53
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Episode 53
Listen And Learn
If you're an expert in your industry, chances are you know a lot more about your prospects' problems (and possible solutions) than they do. Great sales people spend more time listening than talking. It's how they gain insight into their prospect's motivation. In this episode I show you which questions to ask to get your prospects talking.
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Episode 54
Spam The Spammers
We all receive unsolicited email in our inbox. Rather than viewing it as an inconvenience, I see it as a marketing opportunity. You should do the same. I have gained new business with this little trick and it only takes seconds.
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Episode 55
Marketing Makes The Difference
Marketing is not for a week or a month. It's perpetual. It involves looking at every aspect of your business and asking "how can we make it better" and then communicating those innovations to your customers and prospects. If you don't, you risk leaving the door wide open to your competitors.
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Episode 56
Dare To Be Different
Setting one beer apart from another is no mean feat. It may be the same in your industry. Often marketers need to conjure up reasons why you should choose their product over a competitor's. By daring to be different Coors Light added this exciting new dimension to their product.
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Episode 57
Lost Sales
Is your contact number hidden? How quickly does your team respond to email? What happens when customers call after hours? Do you accept world-wide orders? Businesses miss out on sales for a myriad of reasons.
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Episode 58
The Creative Wand
At some stage or another you've probably received a request for sponsorship dollars. Most are lacklustre form letters or email solicitations that show no ingenuity or creativity and have no impact.
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Episode 59
Some Simple Tips
Q. What do email footers, envelopes, phone systems and company cars share in common?
A. They can all be used to sow a marketing seed that may lead to extra business. Take these 7 examples for instance… - Slide 60
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Episode 60
Sacking Customers
Do you have customers with unreal expectations, who are never satisfied, waste your time and end up costing you money? We all do! Sacking customers isn't sacrilege. Sometimes it's absolutely necessary and completely justified. This week I show you why.
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Episode 61
Arrest Your Prospect
It's time to get out of your comfort zone, go out on a limb and dream up ideas that confront your prospects as you'll note in this week's episode.
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Episode 62
Personalised Marketing
Technology advances over the years have made it a lot easier to customise your promotional material. To find out how one Porsche dealership lifted the response rate on their direct mailer from 1% to a staggering 35%, press play now.
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Episode 63
Be Ready To Sell
Customers are a lot more demanding today. They want to do business when it's convenient for them, not when it's convenient for you. Are you always ready to sell? Press play to find out why you should be.
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Episode 64
Hurry Up
In the world of Marketing, speed is a powerful persuader. Many successful businesses - including my own - leverage superfast turnaround times to win customers. How can you do the same? Press play to find out.
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Episode 65
Guerilla Campaigns
In this episode I open your mind to some rather unconventional advertising from Kit Kat, Meister Camera, Clearex and Frontline. The one thing they all share in common? Killer creativity!
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Episode 66
Crutch Words
People do business with people they like and admire. Peppering your speech with annoying crutch words turns people off. In this week's episode I highlight some of the more ridiculous examples. Press play to find out what they are.
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Episode 67
Getting Through
Salespeople understand how difficult it can be to get a decision maker on the phone. Most decision makers' calls are screened and getting past the screener, or "Gatekeeper", can be a real challenge. Press play to find out how I do it.
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Episode 68
Attitude Is Key
This week I have a bone to pick with the retail sector. One of the reasons it's suffering, is shoddy service. Customers won't tolerate poor attitudes from rude, distracted or lazy staff. If you have any staff like the people featured in this week's episode, fix them or flick them. Fast!
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Episode 69
Crowdsourcing
Have you considered using the online community to source skills and ideas? There are many ways you can get 'The Internet' to get what you want at a fraction of the cost you'd pay a human. To find out what they are press play.
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Episode 70
Countering Discounters
Successful businesses, priced at the premium end of the market, understand that you don't need to discount if you can educate. If your margins are being eroded to match a competitor's price STOP what you're doing right now and press play!
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Episode 71
Testimonials
If customers are saying good things about you, share it with the world! In a world where prospects are conditioned to be sceptical, independent third parties lend you credibility. Press play to learn how smart businesses use testimonials to maximise conversion rates.
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Episode 72
Promotional Prowess
Messages On Hold used to be known as "the people who wave the hands at the footy". But over the past few years many now refer to us as the "Christmas lights people". This is no accident. Press play to find out how I did it.
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Episode 73
People Don't Pay For "NO"
They pay for YES. If you spend half an hour today listening to your staff or monitoring their email, I bet you'd identify your negative people very quickly. Why do you need to do this and stamp out the word 'NO'? Press play to find out.
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Episode 74
Great Staff
Most business owners agree that finding quality staff is their biggest challenge. If you're finding it tricky to find and retain new staff you'll love this week's episode. And when you're done watching it, remember to forward it to your recruitment and HR staff.
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Episode 75
Make Me The Star
Customers like to feel they're the most important person in the world. Making them 'The Star' is a powerful way to command their attention. Organisations that play up to this fact bank the rewards. Press play to find out how VISA starred customers in their 2012 Olympic advertising push.
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Episode 76
Competitors Come And Go
Do you know how to cash in on your competitor's demise? This week I show you some simple ways to capitalise and pick up new business for minimal effort and outlay.
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Episode 77
Maximising Exposure
Many businesses do a great job of getting noticed by the media, but then fail to maximise their exposure down the track. Make sure you don't make the same mistake. Watch this week's episode now.
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Episode 78
Empowering Staff
I was at the R&D Kitchen dining with my family and there was a hiccup with our order. Fortunately for us, our waitress was empowered by her employer to fix the problem on the spot. Press play to find out why we left the restaurant delighted.
About Kym Illman
I was unceremoniously sacked from a Perth TV station in 1988. Today I'm the owner and Managing Director of The Message Group, an award-winning group of companies that employs 80+ staff servicing more than 11,000 clients in 20 countries. In this regular video series I'm going to share with you an array of marketing, sales and customer service secrets, many of which I've used to build a thriving international business.
You may have seen me on The Today Show, Sunrise, A Current Affair, CNN, CNBC or Channel News Asia. Perhaps you've heard me being interviewed on 2GB, 3AW, 6PR, 4BC and ABC radio. I've been labelled everything from "serial pest" and "notorious self promoter", to "creative genius" and "world's best ambush marketer". Of course, you'll make up your own mind.
Kym Illman
Hover over (tap on Ipad/Iphone) an individual point on the timeline below to learn more about Kym's rags-to-riches story or just click play, sit back and take them all in from start to finish.
More Inspirational Material From Kym
Mastering Marketing DVD 1 Episodes 1 - 26
This is DVD 1 featuring the first 26 episodes of Master Marketing. Sit down with your team and watch these episodes back to back, or provide staff with the DVD to watch at home at their leisure. There's more than 40 minutes of content and it's yours to own now.
Mastering Marketing DVD 2 Episodes 27 - 52
Get episodes 27 through 52 back-to-back with Disc 2 of the Mastering Marketing DVD series. Featuring over 40 minutes of original content, this indispensible training tool is perfect for your sales, marketing and customer service staff. Buy Now!
Mastering Marketing DVD 3 Episodes 53 - 78
Let Kym take you through episodes 53 to 78 in this third instalment of the Mastering Marketing series. Follow Australia’s most prolific ambush marketer as he traverses the globe dissecting the ways today’s modern small businesses are driving sales and delighting customers. This is a must watch for your entire team!
The Future IS Customer Service Book
200+ real-life customer service stories plus strategies you can use.
The Future IS Customer Service App
Based on the DVD, the app features the choicest cuts from Kym's seminar material.
World's Greatest Telephone Techniques DVD
This acclaimed 30-minute DVD is a must for any business that uses the telephone.
The Message Group
Messages On Hold
Professionally-voiced and creatively-scripted messages for callers waiting on hold
The Groove Gallery
Licence-free & lyric-free ambient background music for businesses.
Dream Holiday Homes
Absolute-waterfront luxury holiday homes on the Gold Coast, QLD.
kymillman.com
Customer Service & Corporate training materials to inspire and empower your team.
For more information call 1800 MESSAGES (1800 6377 2437)
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