Kevin Price, Host of the Price of Business on Business Talk 1110 AM KTEK (on Bloomberg’s home in Houston) recently interviewed Tom Malesic.
About the interviewee
Tom Malesic is President of EZSolution, an internationally recognized IT and Marketing firm founded in 1997. EZSolution provides IT and Web and Integrated Marketing Services to over 750 companies throughout the United States.
Tom was voted Ambassador and spokesperson to the IT industry in 2011 by his peers in the industry. He is the author of 4 books, including What Your Website Developer Never Tells You, and What Your Computer Guy Never Tells You.
With the acquisition of a print based graphic design company in 2013, EZSolution is able provide complete digital and print marketing services.
In 2013 EZSolution was named to the INC 5000 as one of the 5000 fastest growing businesses in the United States.
Tell me about your firm (number of employees, location, type of companies you work with, etc.).
EZSolution is located in Lancaster, PA and employees 35 people. EZSolution is a full service marketing and IT company. Services offered include website design, ecommerce sites, search engine optimization, content marketing, programming, and social media marketing; which includes Facebook, LinkedIn, Pinterest, Twitter and YouTube. EZSolution also offers a full range of marketing service strategy towards branding. The art department at EZSolutioncan brilliantly design and produce anything you can imagine in print.
The EZSolution IT division offers complete networking, back up and disaster recovery and repair services, delivered in a unique managed services model.
What type and size of companies do you have as clients?
EZSolution is currently focused on the small to medium business market, where local and national companies can receive local value delivered by a staff of professional, talented and energetic people.
Why is the adage, “People Don’t Care How Much You Know until They Know How Much You Care” important to business?
People buy from people, not businesses. EZSolution works hard at the relationship aspect of our business. We try to be the kind of place you would want to work at. When we succeed with that endeavor, we know that customers will find us to be a company they want to do business with. Business is all about the relationship. In customer attraction, conversion and retention, you need to show you care. Once you have a customer it is critical that they stay a customer. Most customers are lost because they don’t think that you care about them. It’s one thing to care. It’s another when you show that you care.
How do you apply this adage in your company?
We offer many ways that we let our customers know that we care. We built our office environment to be open, welcoming and fun. We provide education through newsletters, weekly video tips, webinars, and seminars.
We spontaneously deliver or mail small gifts for no particular reason. Last year we sent remote control helicopters to favorite clients; they loved it. Staying up on what is going on in the lives of our clients is also important. When we can, we send birthday, congratulation, and sympathy cards.
We recently restructured our team to include a customer experience manager. This person’s sole job is to stay in touch with our customers, help them with our services or anything else that we might be able to assist them with. By staying in touch we gain more knowledge of what’s going on in their lives so that we can be special to them.
What other industries do you think would benefit from this?
There isn’t a business that would not benefit from this adage. Unfortunately, many businesses will never understand that, and continue to lose clients to those companies who have distinguished themselves as caring and people-focused. We all like to do business with people we like and trust, and that comes from continuing to earn that respect every day by our actions, both spoken and unspoken.
Paying attention to the client relationship is at the heart of who we are.