You may, like many small businesses, reach out to important customers, prospects or contacts only when business is slow or when there is a customer problem. Customer contact may be personal, but often sporadic, reactive, and overly focused on “noisy” customers.
Or perhaps you invested significant time and money in the past on turnkey newsletters, mailers and give-aways that you “blasted” to a long, unfiltered list of clients, prospects and others. Without seeing any boost in sales, you suspect that most of your efforts were tossed in the real or virtual trash bin.
But a good customer contact approach should not be reactive or pestering. You want to build a strong, ongoing relationship with the right people, at the right time with the right approach. The approach is simple: deliberately deciding and planning who, when and what.
Who? Separate Strategies for each Contact Group
This is easily the most important decision. You want to create a separate strategy for each type of contact to make sure you are effectively communicating with each group. Typically, the “who should I contact” decision falls into some combination of the following four categories:
Remember that not all contacts are created equal. Start off by focusing on those groups that are most likely to maintain and grow your business and then build from there. In the next two posts we’ll focus on decisions that can save you time while building relationships.
You can register here to join Heidi Tobias from Constant Contact and myself for a free webinar with lots of tips and tools. And next week we’ll delve into the When? – saving you time.