Care what you send them or ask them.
How many times have you sent out emails, newsletters, mailings, postcards, flyers, blog posts, notices in the newspaper or tweeted something commercial only to get quiet, no response?
How many of you sent out holiday cards in the last few weeks and either didn't make them new year cards or happy holidays but specifically sent out Xmas cards?
Did you know you have alienated as much as 40% of your clients by sending out Xmas cards? Whether they are Hindu, Muslim, Jewish, Buddhist, Rastafarian or atheist, it is presumptuous to think your God is someone else's.
It is also not right that you as a vendor or sales person think you know your customer. Sending out information on your new offering is nice but focus it better. I know I am not the best at it either sometimes, but if you stay focused on the customer and their plans and future you will keep them much easier compared to thinking they are just like you.
In 2009, the more you can profile your customer, the better off they will be. The era of customization/profiling is here but how many of us are really taking advantage of it? Do you need to run Lotus Connections to help you profile better? How many have connected their clients to it already? Why not?
When I get asked about our offices I laugh because if everyone is remote/virtual workers why do we need an office? I see my clients online or in their office, I would never presume to make them come to me if I am working for them.
Likewise, if I want to speak to them on their level, I need to understand them better, Connections can provide it, as well as potential sales for you.
So the next time you wonder if your customers are listening, ask yourself what you are hearing from them because they do care about their business and want to work with someone that does too.
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