By Claire Cunningham
You work hard to attract new customers, right? Mailings, phone calls,
ads, publicity. You have an annual marketing plan devoted to bringing
in new customers.
What about the customers you already have? What are you doing for them?
Of course, you're delivering a top quality product or service at a
competitive price. But that's not enough.
Business wisdom says current customers are your best source for new
sales. After all, these folks have already established a dialogue with
you by buying from you. It's up to you to keep the conversation going.
Here are communications programs that work well with customers.
1) NEWSLETTERS - If you have expertise and information customers
want and need, send it out in a newsletter. Remember, successful
newsletters are published on a predictable schedule, provide useful
information, and are quick-to-read and attractive.
2) TIP SHEETS - Not sure you have enough content to keep a
newsletter going, but customers still need good information? Tip sheets
on specific topics may be the answer for you. This lets you package and
brand key information so your company becomes known as the expert. Make
sure your employees know about these tip sheets and use them.
3) WEBSITE - Set up a special customer section of your website
that's password protected. Fill the section with information customers
need - newsletters, tip sheets, a way to post questions and get expert
answers, downloadable forms, handbooks, documentation, etc. Not sure
what to include? Poll some of your best customers.
Copyright 2004 Clairvoyant Communications, Inc.
About the author
Claire Cunningham, president of Clairvoyant Communications, Inc., has
20+ years' experience developing and implementing successful
business-to-business marketing and communications programs. Sign up for
Claire's monthly newsletter, Communique, at
www.clairvoyantcommunications.com Claire can be reached at 763-479-3499
or e-mail to claire@...