|
|
Like this article? PLEASE +1 it! |  |
|
MAXIMIZING RESULTS OF A BUSINESS-TO-BUSINESS CAMPAIGN
Written by: Dave BrimmArticle Overview: With rising commodity prices, transportation/shipping costs, and dwindling capital access, chances are that you are asking your business–to-business customers to feel your pain in the form of price increases. And chances are good that your customers are starting to push back by reducing orders and lengthening the time they pay your invoices. While this is a basic business problem, you can help mitigate the potential rift in your customer relationships by increasing your communications to customers. Here are some recommendations.
 |
Free Download - Why Small Businesses Should Turn to Public Relations During a Down Economy By Dave Brimm |
MAXIMIZING RESULTS OF A BUSINESS-TO-BUSINESS CAMPAIGN
With rising commodity prices, transportation/shipping costs, and dwindling capital access, chances are that you are asking your business–to-business customers to feel your pain in the form of price increases. And chances are good that your customers are starting to push back by reducing orders and lengthening the time they pay your invoices.
While this is a basic business problem, you can help mitigate the potential rift in your customer relationships by increasing your communications to customers. Many small business-to-business organizations are so concerned about the negative reactions they will get from customers that they slip in surcharges and price increases in hopes that nobody will notice. Guess what? They do.
But instead of covert billing, this is the time to confront issues directly with customers. They will understand the economic pressures you are facing because they are, too. Make your case directly, and let them know how painful it is for you to have to raise your pricing. This empathetic approach is going to be more successful than running away from your larger invoices. Here are some ways to increase communication.
1) Start with invoice stuffers that explain your circumstances, giving examples of costs that you have had to absorb. These examples will resonate with customers and make the additional costs “real.” (i.e. our fuel costs increased 37% over the last six months…our corrugated costs increased by 29% over the last year.)
2) Add this information to your web site. Maybe add an icon: “A Message for Our Customers.” Explain why some of your customers may be seeing added charges to their next invoice. A good offense is the best defense.
3) Train your customer service people and sales force to address customers’ questions about costs. Provide talking points and maybe do some role playing to ensure continuity in messaging.
4) For larger customers, personal one-on-one conversations between the company owners and the customer will be beneficial. It shows personal concern, and in most cases, they will appreciate your proactive measures and sincerity. When possible, face-to-face meetings are even better. They create a stronger customer bond and enhance loyalty.
5) Maintain the communication. Don’t just lob a letter and hope that the situation will improve. These pressures on your resources will continue, but the more you maintain your direct communication with customers, the greater the opportunity to keep a customer in the fold.
Search Engine Marketing Campaign: Principles For An Efficient Search Engine Marketing Campaign
Ten Critical Questions to Ask about Your Marketing Strategy
Launching Your Own PR Campaign
GCD Explains Direct Mail Basics
3 Key Elements of Direct Mail
Article Tags: added charges, br 2, br 3, business customers, business organizations, business problem, circumstances, commodity prices, continuity, customer relationships, economic pressures, empathetic approach, fuel costs, invoices, price increases, shipping costs, six months, small business, surcharges, talking points
|
About the Author: Dave Brimm RSS for Dave's articles - Visit Dave's website  Click here to visit Dave's website   MAXIMIZING RESULTS OF A BUSINESSTOBUSINESS CAMPAIGN EVEN SMALL COMPANIES CAN HAVE BIG PR PROBLEMS Why Small Businesses Should Turn to Public Relations During a Down Economy Smart Marketers Integrate Public Relations Into Their BusinesstoBusiness When Should PR Be Introduced Into An Integrated Marketing Program |
Related Forum Posts
Share this article with your friends. Fund someone's dream.
Leave a comment below or share on the left and you'll help support entrepreneurs in Africa through our partnership with Kiva. Over $50,000 raised and counting - Please keep sharing! Learn more.
by: 
February 2012 Top 100 Leadership Experts to Follow on Twitter
Please Stop Calling it Coaching!
Measuring the Quality of Your Hires
The fine line 
Get advice & tips from famous business
owners, new articles by entrepreneur
experts, my latest website updates, &
special sneak peaks at what's to come!
Are You My Mentor
Too Many Sales Reps Are Wimps
How To Be Happy at Work? Acknowledge Yourself
Email us your ideas on how to make our
website more valuable! Thank you Sharon
from Toronto Salsa Lessons / Classes for
your suggestions to make the newsletter
look like the website and profile younger
entrepreneurs like Jennifer Lopez.