January 27, 2015
Do you know that the average office worker checks their email 30 times an hour? Can you imagine what the stats are for contractors out in the field?
The point is that emails are very acceptable ways of communicating with each other. The key is to have relevant and timely info for your prospect.
Heidi Cohen gives us several reasons why email trumps social media:
- Email provides directly measurable ROI - You know immediately how many opened and read your message.
- Email is content format agnostic - It’s user-friendly and you can use text, images, videos, audio, PDFs.
- Email can deliver both long and short content – Content can vary from a link to several pages in length.
- Emails you can control delivery - Whether it’s now or delayed.
- Emails can be read on anything - Smart phones, tablets, laptops, no apps required.
- Emails build customer relationships - Once someone allows you to communicate with them, it represents a certain level of trust.
So since you have such a powerful tool, we need to make sure we’re using it correctly to get the best bang for the buck. eMarketer, in a recent article, stated that we all should get ready for more personalized emails and companies plan on spending more money to accomplish this.
These triggered and transactional emails can be part of a nurturing campaign. The key is getting the right message in the hands of the right people at the right time. You need to ask the right questions to see where they are in the sales funnel so you can address that immediate need.
If we use and target emails correctly, whether you’re going after a contractor or a plant manager, the result improves with the more segmenting you can do. So do your homework and take advantage of a great marketing tool.
January 14, 2015
I have found that there’s no better way to position yourself as a credible source than by having a third party sing your praises. Most companies, if pleased with what you did or supplied, would be happy to not only give you a recommendation, but in some cases, a testimonial.
Here are some things to consider:
- Keep the requests to unique applications or markets. This helps you focus on something that sets you apart.
- Ask when the project is complete - when everything is fresh in every bodies mind.
- Get proper clearances upfront - when dealing with bigger companies or unique situations, it’s smart to get an approval upfront and let the customer know what you want to accomplish and assure them that they will have final approval before it’s used. If you have a PR department or agency, they are used to vetting out potential before you waste time and resources.
- It’s best you control the writing. Most customers are not writers, they’re contractors. Besides, they aren’t aware of the big picture of what you’re ultimately trying to accomplish. Write an outline of what you want to accomplish and then let someone interview the contractor and write the story.
- Utilize info in multiple places – try to get it featured in a leading trade magazine. Post it on your website. Have a sell sheet made up for your salesmen to use. If you’re on social media, post it there with links back to your web. Here’s a good example of Viega that uses case studies very effectively.
Don’t miss out on one of the best ways to have customers tell your story and build your credibility.
December 16, 2014
Today more than ever, customers are expecting, and in some cases demanding, a better customer experience. These types of experiences have to start in the C suite and trickle down. The customer service department may be on the front line, but they can only mirror what management has in mind.
Do your top-level folks really understand the needs of your customers? If not, they certainly can’t help formulate or lead an initiative for a great customer experience if they don’t know what that is! I was surprised from a recent article in eMarketer that showed over 33% of senior managers weren’t aligned with the customer experience.
I think we can all agree that everyone needs to be on board to truly make the customer experience meaningful and real. For any of you who have flown Southwest or shopped in an Apple store, you know what I mean about customer service. The culture starts at the top and both of those brands know that other choices exist for their product and services.
The two takeaways I’d like to leave you with are:
- Listen to your customers - Find out what they want and how they want to get it.
- Under promise and over deliver - give them more than they ask for and make the mundane a memorable experience.
If you liked this post, you might want to read:
Customer service: What are you doing to retain customers?
Customer service: Is your company obsessed with it?