This sounds really silly at first glance, but if you
compared the relationships most companies have with their
clients to the relationships of everyday life that don't
involve money, it's hard not to cringe.
Seriously, think about it. Most companies don't communicate
with their clients for months on end, then, when the
company really needs to "boost the bottom-line" they send
out some bogus direct mail piece that essentially says,
"Hey, how are ya? Why don't you come see us so you can
spend some money?" Is that the way you like to be treated?
Well, it's certainly not the way we like to be treated, and
this foul treatment can be avoided altogether if you just
take a few simple steps.
1. Try to reach out to your customers, at minimum, on a
monthly basis.
Whether it's a newsletter, a phone call or any other means
of communication, keep the lines of communication open with
your clients.
2. Don't just call or write when you have a self-serving
agenda.
We all have that one friend that only calls when he needs
to borrow the sugar or needs a favor. Don't be the business
that your clients feel the same way about. Only
communicating when it benefits you is not the way to build
trust. Continue to reach out to them even when you don't
have something to sell, remember, we're trying to build a
relationship here.
3. Communicate with your clients and treat them like real
people no matter what advertising medium you are using.
This if my favorite. Do you yell the following to your best
friend, "COME OVER TO MY HOUSE TODAY JIM, WE'VE GOT
ROCK-BOTTOM PRICES!" Well, if you do, I'm glad we don't
speak on a regular basis, but realistically, this is no way
to communicate. If you can communicate with your clients
across mediums (television, radio, sales letters, direct
mail, etc) using the same wording you would use when
talking to an old friend, then it will likely connect with
those who read it. When you take the time to communicate in
this fashion, it shows that you have some personality, and
people can instantly connect with you personally rather
than the droves of other faceless radio announcers yelling
at them to buy used cars. Just remember to take out the
4-letter-words and inside jokes!
There you have it; just a few simple steps that will help
you create a longer-lasting and more profitable
relationship with your clients. Hey, who knows, after a
while you may even get invited to "meet the parents."
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To republish include: JW Dicks & Nick Nanton, Dicks +
Nanton Agency LLC, represent Entrepreneurs, Executives &
Celebrity Experts to maximize income today & tailor a
success plan for growth tomorrow. Get more FREE tips at
http://www.DicksNantonAgency.com .
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