1. Are you a regular communicator?
Think of friends you might have inadvertently lost touch with. Or a relationship that’s not as good as it used to be. Both can be examples of a lack of true communication. As a manager or leader, you can’t simply leave your team to communicate with your Customers. It’s up to you as well This obviously involves genuinely listening to what Customers have to say (is it the same as your people tell you these people are saying?)But, it’s also important that you communicate with your Customers about what you are trying to achieve through working with them. Also, let them know what’s happening within your business - and how that's of benefit to them Do you make the effort to conduct “special” communications with them? This might involve congratulations for a successful sales promotion; or letting them know about special events within your organization which might be of interest to them Years ago, the secret of the world’s most successful car salesman was revealed. He sent over 14,000 greetings cards per year to his “book of Customers”. All kind of public and private celebrations were included. And, whenever these people wanted to change their cars, for some reason they contacted their “friend” who kept in touch!
2. Are you an ace targeter?
How much junk mail do you receive per day – whether by post or through email? And how much of it bears any relevance to your needs or interests? It can be the same when trying to build an effective communication relationship with your Customers. Do they automatically receive a standard communication – about a feature or promotion, for example? Or, is the communication targeted specifically to meet their known business interests or needs? Which is more likely to be effective?
So, for example, from now on should it be:“Dr Mr XXX” - rather than – “To whom it may concern”
3. How hard do you work at “Customer- communicating”?
It’s easy to end up falling into the habits of a comfortable routine – or, as it’s called: “Doing the same-old same-old”. Here are a few thinking-points about your communications:
# Do you advertise in the media your competitors use - to try and “steal” Customers away from them? This is a way to be a part of the "same marketplace"
# Do you have a schedule of regular and interesting mail or electronic communications with both your current and your prospective Customers? How about the occasional, polite, reminder to lapsed Customers - showing them what they are missing out on?
# If you use field salespeople, have you ever introduced a “call next door” policy. From just one established call each day, your person must also call at the business next door. Even if they gain nothing more than a new piece of information, you are laying groundwork for the future!
# Do all your standard pro-forma (which Customers see) carry some relevant form of sales message? Even invoices can be selling implements!
Building Your Business - 3 Key Questions To Ask Yourself - To learn more about this author, visit Gordon Veniard's Website.
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