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.
Get Tuned In by Leaving the Office - To learn more about this author, visit Mark Smiciklas's Website.
Like this article? Share it with your friends
 |
Related Articles |
|
 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 busin...
|
|
Learning a New OS
|
| |
To allow my computers to communicate with each other my son said it would be better if they each had the same operating system (O/S to geeks). I was quite happy with Windows 98 on my desktop Dell, but my laptop has ...
|
|
Time Management
|
| |
How to recapture your usual efficiency and focus? Spend less time in the office. Not dramatically less, but an hour or two. Note that this isn't a long-term strategy to increase efficiency, but rather one designed t...
|
|
Returning to Work After Maternity Leave
|
| |
Having a baby is a life changing event. Just as you are getting used to the demands of caring for your baby, you may have to consider returning to work.
|
|
They’re All Tuned to WIIFM
|
| |
Be Impressed, Not Impressive. Spend most of your time with someone making him or her feel that you're tuned into his or her station and you're bound to have better results.
|
 |
Related Businesses - Evan Elite Authors |
|
The Evan Elite Authors program is currently in beta phase. For details please contact us.
|
|
|
|
Intersection Small Business Marketing Blog - Marketing & Management Ideas at the Crossroads of Your Small Business.
|
|
|
|
![[Get Copyright Permissions]](http://license.icopyright.net/images/icopy-w.gif){kind=small}
