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Communicate with customers more effectivelyThere’s a thin line between under and over-communication with your customers. If you under-communicate you could be missing vital opportunities to sell or lose loyal purchasers to competitor promotions. On the other hand, too much communication can stray into the territory of spam and junk mail. Your customers may tire of your messages and start to ignore you.

Your customers are your business’s greatest ‘intangible asset’: they represent the potential for your business to grow if every selling opportunity is maximised. Electronic communications has enabled companies to get even closer to and sell more to customers, but it can be a double-edged sword. Too many communications may cause your customers to unsubscribe – effectively cutting you off from all potential future revenue – unless they can be persuaded to subscribe again through a different promotional channel.

So how can you maximise the profit-generation potential of your existing customers?

Here are 7 ways to make frequent communications palatable, welcome and non-intrusive:

  1. Communicate regularly – decide how often you want to communicate with your customers, let them know and stick to it. The regularity and reliability of your communication can become a manifestation of your brand – indicating reliability and consistency in your services.
  2. Allow the customer to decide – give your customer the option to regulate the frequency of communication if you can. For example,  you could provide the opportunity to sign up for daily, weekly or monthly alerts. Sophisticated e-commerce systems will give the customer the opportunity to sign
    up for alerts for certain product lines, product groups, or selected services.
  3. Be thoughtful – the more you can personalise the communication the more it will seem to your customers that you are thinking of them before yourself.
  4. Be clever – don’t just bombard with sales messages. Put in some work to add value to your communication, for example offer a downloadable guide, or a helpful and friendly newsletter.
  5. Be grateful – show your appreciation for their custom. Send a thank you note as a follow up to a purchase, offering help and links to complementary products.
  6. Be careful – by law, businesses must make it easy for their customers and users to unsubscribe from unwanted further communications. The danger of offering ‘one click’ to unsubscribe from all further communications is that it is all too easy for customers to cut themselves of from ever hearing from you again.
  7. Be honest – by communicating ethically and professionally with your customers you are more likely to build a long-term relationship, than to risk losing customers over a quick or sharp sale that leaves them
    disappointed or cheated.

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“Workzmarter not harder”