I have noticed over the years that many leaders purport to have an open door policy with their people but in reality, it has become a facade for doing the same old management process. There are many excuses for this ranging from lack of time to the need for confidentiality being critical. Some of the reasons are legitimate but they need to be the exception rather than the rule.
If you truly want to have engaged associates then this is a topic that must be taken seriously and have a solid foundation so people know they are being listened and responded to in the work place. It should be a part of the business DNA as well as the associate handbook.
Today, you’ll learn how to use direct mail marketing and, yes, telemarketing to your full advantage. I know, the word “telemarketing” might as well be four letters, but there is a way to help customers feel like they are getting personal attention and keep them from blocking your number!
With the success direct mail marketing has had and the availability of computers, these can be used as a powerful marketing tool for your success. Telemarketing is best for high priced, high margin products/services.
Today, I’d like to talk about how to turn prospects into customers and retain them for future marketing to. While, your marketing is doing its job, you need to be working on turning those prospects into customers. There are a few key ways to draw them in and seal the deal.
Direct response marketing is a marketing that demands a direct response from your potential customers. This type of marketing is used to answer questions, present your branding, products and the reason you do what you do. Customers love this, as they are offered the opportunity to response, whether that be in the way of signing up for a newsletter, posting a comment on your site or blog, or purchasing a product from you.
So, what does direct response marketing look like?
Today we’d like to discuss the three most important start-up marketing tools you need to get and keep new customers.
In person: It’s essential you meet with customers/clients in person whenever possible. This shows you respect them and take the time to work with your clients to give personal attention to each of them.
Follow up letter: Always take a moment to send a follow-up letter about what you talked about, new agreements or partnerships made and to thank them for taking the time to meet with you. Likewise, you should always send thank you letters or small gifts to partners you find success with.
Phone call: Use a telephone call to follow-up with them to talk again about the matters you talked about in your meeting and offer any assistance you can to help their business run smoothly and more successfully.
None of these will work if you don’t have a quality product/service to back you up!
Recently, we have changed my title from Executive Coach to Disruptive Executive Coach since so much of what we have been discussing with people seems to disrupt their comfort levels. The key is that it seems to be in a positive manner. Unfortunately, the word is over used. It has been grossly expanded by all of the uses that seem to be tied to it in literature and brochures.
As you undoubtedly know, the term “disruptive innovation” comes to us from Harvard Business School professor Clayton Christensen and his excellent 1997 book The Innovator’s Dilemma. Christensen observes that many successful companies spend most of their time working on what he calls “sustaining innovations.” By spending this time on maintaining and incrementally improving existing products or services, they become susceptible to a “disruptive innovation” from competitors or start-ups that no one even heard of in the current period. Examples range from technology leaders in computers to the impact of iPhone and iPads on society to non-technical ideas such as crowd sourcing and ecollaboration. The primary applications were in the technology arena but then it began to expand to business processes and other non-technical fields, hence the over use.
Today you’re going to learn how to find a target market of potential customers so you aren’t wasting precious resources on blitz marketing. So, the two questions you have to ask yourself are:
What do people really want to buy from me?
What related products are they already buying?
Once you figure this out you will know who is more predisposed to purchase your products/services. Then, you find other businesses with the same customer base who you can customer share with. Come up with an incentive and great arrangement to encourage both of your customer bases to shop at both of your stores.
Educate them about what, you may be thinking. Well, consider this, many businesses focus solely on attracting new customers, but you NEED to spend a good chunk of your time retaining current and former customers. These are people you already know to be a good sales potential…they’ve already bought from you!
Take the time to market and sell new products to your old customers and less time trying to sell old products to new customers and you will see a drastic change in your sales, customer quality and branding position.
Here are a couple of key elements to use to retain your current customers: