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How often do you hear from your cable or digital television provider? If your provider is anything like mine, you probably get a message a couple of times per day in the form of TV and radio ads, direct mail, email, and online advertising. I've even seen one provider doing door-to-door sales in our neighborhood. And while your business may not have the marketing budget of a cable or satellite service, you should still be communicating with your client base and prospects in a number of different ways. This is part 7 in the 12 part article series "Increase Sales with these 12 Sales & Marketing Strategies." To read the original article that includes all 12 strategies on the list, click here . For instance, I have worked with a financial planner who communicated with his clients on a very regular basis. Every four to six weeks he would send a letter to his clients, but the letter had little, if anything to do with financial planning or what was happening with their accounts. Instead, it would be an inspirational story or information about an upcoming holiday. Many people would call him to let him know how touched they were by a particular letter. This financial planner would also call each client on their birthday. He would send letters to celebrate newborn babies, anniversaries and other dates that were important to his clients. Sometimes, his call or letter would prompt a business-related question from the client that would result in a new sales opportunity. But, most of the time, the clients just expressed gratitude for being remembered. So, do you think they thought about going to a different advisor when their account balances dropped recently? No. They know that their planner is working in their best interest and is paying attention to them and their needs. He is communicating with them! How often and in what ways do you communicate with your prospects and clients? The more you can do to stay in regular contact with them, the more comfortable they will be with your company the next time they need your product or service. Here are five ways to let your customer base know what's going on within your industry and more importantly, at your company: 1) Email - whether you send a monthly e-newsletter or email alerts about news from your company and industry, email is one of the easiest and affordable ways to communicate with your customers. Of course, it's important to offer valuable information along with asking them to buy something. Also, technology and people are making it easier to ignore emails. Be sure to work with an experienced email campaign professional to craft the subject line and message that will get opened and read without being perceived by firewalls or people as spam! 2) Website - How long has it been since you updated your website? More companies are using CMS (Content Management System) websites these days which makes it simple to edit and add content. If your website is exactly the same as it was 2 or 3 years ago (or more!), it's time to update so that you can use it as a communications tool where the message changes regularly. Use your website to post information about new staff members, awards, conferences you are attending, speaking engagements, press releases to announce new technology or that you've partnered with another company…the list goes on. Of course, don't forget to post new products or services and special pricing any time those are relevant! 3) Blogs - It seems that everyone has a blog these days. It's really a good way to display your industry expertise to your client base and let them know about new ideas from your company that could impact them. Blogs are really just informally written articles that can be as long or short as you need. If you are not comfortable writing or do not have time to write at least one per week, consider outsourcing this to a professional. 4) Pick up the phone! - Call your customers and prospects! I know a realtor who is (like many others) not selling a lot of properties right now. She calls a minimum of 10 people per day asking what they need done and if she can help them find a house painter, lawn maintenance service, housekeeper, accountant, or any other service she can provide. She's staying in contact with them because the next time they need to sell or buy a home, they will know she is great at service and communications! Two very important qualities in a real estate professional! 5) Print - Use the power of the printed word to get the attention of your customer base. Fewer businesses are using print these days which means that those who are using it don't have as much competition for that attention! Write letters and send them via USPS or even by FedEx if you have an offer that you really want to call attention to. If you have a small budget, get some postcards printed and either mail them or pay a high school or college student to hand deliver them to area businesses. Just make sure the message on the postcard is enticing so that people call you for more information! This list could easily go on for several more pages. If you use just two or three of the ideas above, you will be on your way to generating more sales. |