I don’t like it any more than you do, but we are busy. I can talk about why, I can talk about how not to be so busy, I can appeal to your sense of decency when it comes to being overly busy – but the bottom line is – you’re busy, and that’s just how it is.
I know you’re busy because everybody is. It’s a common ailment, and we have to think about that when we attempt to stay in front of our customers. In that respect, they’re very much like us.
There are only so many hours in a day. 86,400 seconds. We’ll read emails, make phone calls, take phone calls, work our businesses, exercise, eat dinner and go to sleep all during those precious moments. No one likes to feel like their time was wasted, so how do you develop a relationship, as a merchant, with your customer? It’s not like you’re Gramma or anything. Do you really even have a right to try?
Yup, and you’d better be good at it. Attempting to stay in touch with them and having anything less than a measurable response is a waste of your time, too.
A little focus goes a long way. The trick to making your customer think about you is using:
- Focused messages in social media, blogs, and newsletters
- Short paragraphs and bullets in all content and copy
- Repeat your messages across many platforms for brand recognition
- ALWAYS direct, expect, and provide a way for a response. ALWAYS.
When it comes to your customer and prospect communication, remember that less is more and more can be more effective when it’s less.
Short email newsletters addressing a customer need and sent more frequently are better than long, rambling newsletters sent out once a month. If your messages are too long, break them into several short ones and send them more often.
Make sure your blog is accessible to every kind of visitor preference – video, audio, RSS, social media, and newsletter. Make it easy on them, and they’ll respond. Better than that, they’ll remember to call YOU – because they recognize and trust you – before they think of the other guy who hasn’t bothered.
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Do you have questions that stop you from talking with your customers and prospects like you should? Many do, leave your comments below – they just may encourage another business owner.