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Get Tuned In by Leaving the Office

Written by: Mark Smiciklas

Article Overview: I just started reading an advance copy of "Tuned In", a new book by David Meerman Scott, Craig Stull and Phil Myers that is due to hit stores in July. Tuned In offers up an in-depth six step process that helps businesses understand and connect with markets in order to provide products and services that customers really want. The first step in the process flushes out a point that I feel is very important to small business owners and managers: "The critical first step to becoming tuned in is to understand, in great detail, what existing market problems your organization could solve. The only way to accomplish this is to get out of your office."

Get Tuned In by Leaving the Office

I just started reading an advance copy of Tuned In, a new book by David Meerman Scott, Craig Stull and Phil Myers that is due to hit stores in July. Tuned In offers up an in-depth six step process that helps businesses understand and connect with markets in order to provide products and services that customers really want.

The first step in the process flushes out a point that I feel is very important to small business owners and managers: "The critical first step to becoming tuned in is to understand, in great detail, what existing market problems your organization could solve. The only way to accomplish this is to get out of your office."

More and more, online communication is becoming the business norm. Tools such as email, BlackBerry, teleconferencing, web meetings and video conferencing have provided small business owners with the opportunity to become much more efficient. When is comes to developing relationships and really understanding how to provide solutions for your market, is electronic communication the best way to communicate with customers and potential clients?

Case Study.

A software company I work with has clients that they have never met. They promote the application via their website and other online marketing channels, conduct product demonstrations online, submit proposals and negotiate contracts by email, administer training and support via webex & teleconference and troubleshoot via the internet.

Although their business model is successful, they recognize the relationship building power of face to face communication and incorporate visits and meetings with clients into their schedule and budget. Their strategic plan involves splitting up relationship building duties amongst the team - each person is assigned a list of customers/prospects to visit on a quarterly basis.

Meeting face-to-face has become an important way for this small company to gain an in-depth understanding of their clients and the challenges they are facing. Leaving the office to go visit customers and prospects has become an integral part of their research and product development process - face to face communication has helped paved the way for market driven features and solutions.

Balanced Approach.

Electronic communication is a part of day-to-day life and has become a critical tool for small business owners and managers. But it's also important to recognize the benefits of face to face communication and how getting out of the office to go visit clients/prospects will help your small business connect to the market. Get "Tuned In" by incorporating market visits into your strategic plan - it will build relationships, fuel innovation and help differentiate your small business brand.

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Article Tags: advance copy, blackberry, business model, case study, david meerman scott, electronic communication, marketing channels, meerman, norm, phil myers, product demonstrations, quarterly basis, scott craig, small business owners, software company, strategic plan, stull, teleconference, video conferencing, web meetings



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