Connecting With Customers
Similar to dating, sales requires wooing customers into buying from you. “People buy from people they like and can relate to,” says Adrian Miller, a premiere sales trainer in New York. Successful business owners develop relationships with their customers before attempting to sell anything. Given more ways than ever to connect (email, social media, trade shows, common interest groups, etc.) entrepreneurs are tasked with making each customer interaction meaningful. The first step to noteworthy customer communication is determining how your customers wish to hear from you.
A timeless tool for data acquisition is a survey made accessible at the site of your store, online, or both. A quick survey of what communication method, how often, and content interest will exponentially reduce the amount of energy you spend following up with customers to keep them engaged. With this information in hand, create segmented groups based on preferred communication method and content. Deliverable content should include a blend of trending industry-related topics; a new (or old) tool/product your company offers related to the trend; and an anecdote that allows new customer to get to know you and your organization. Segmentation allows exclusive discounts and offers to be appropriately targeted. General newsletters are a comprehensive way to release broad information and updates. These can be sent to the entire contact group as an opportunity to engage in other areas as their needs, interests, and lifestyles change.
Moving beyond this first method of communication, it is a good idea to have a personal touch option for customers. That could be anything from a phone call to a personalized postcard on their birthdays to meeting for lunch. The corporate culture and industry dynamics will determine what is most appropriate. Making a point to engage directly with individual customers demonstrates a value for that customer and appreciation of their business relationship with your company.
Social media is a great platform for continually introducing yourself to your customers. It is also a great tool for learning about them. Develop a social media team within your organization that will respond to feedback on your company’s page, but also stay up-to-date on related trends and customer needs. Platforms such as Facebook, Twitter, and to some degree, Instagram are good for customer-focused brands. However, B2B organizations should also build a presence on LinkedIn. Companies targeting millennials should include Snapchat in their social media toolbox, 60% of Snapchat users are under 24.
The numerous options for customer communication platforms can make one’s head spin. However, the most important thing is to release timely, targeted, and telling communications. Twenty-first century business is a two-way relationship. Business owners want to get to know their customers and customers want to get to know business owners. Present communication with customers as a conversation – you speak then they speak. Are customers listening to your end of the conversation? And what are they saying in response?
For more on effectively connecting with customers, contact At Your Service Consulting.
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