It's so easy to be right off target
WORKING IT Asking relevant questions and filing the information can help build stronger relationships with clients so you can easier grow your business.
WORKING IT Asking relevant questions and filing the information can help build stronger relationships with clients so you can easier grow your business.
WORKING IT
There are some things you never think of when you communicate.
I was engaged to do a business growth presentation at the conference of the Institute of Mercantile Agents of Australasia.
Debt collectors, private detectives, repossession agents…
To better understand their business, I telephoned one of their clients, the head of collections for an Australasian Bank. “What do you read for business?” was my question.
The response would help me recommend how the members of the institute could better market and communicate.
What do you expect the head of collections answer was? How to reduce debt owed. How to speed up collections. The cost of money. Perhaps how to conduct better credit checks. The Mercantile Gazette.
In other words, content revolving around improving collections. Right?
Wrong. It was not any of these. It wasn’t what I was expecting, either.
What was said was, "Debbie. Collections are a piece of cake. I don’t care. My staff handle that.
"My job is leading and managing a large team. So I read about KPIs. I read articles about management. I read about training, how to help staff handle difficult people on the phone."
When I asked what happened with good articles, "I share them with my industry colleagues" was the reply.
What is my point here?
1. What content are you putting in your conversations, company newsletters or magazines? Have you stepped into the shoes of your audience and thought of them as individuals?
2. Are you adding content helping them be more successful in the roles they play and their interests or problems?
3. Are your communications only about you? Your products/services? Buying more from you? What are putting in to strengthen relationships?
4. Can you target by job? By industry? By special interests, even though it has nothing to do with you?
5. If your staff know this client is interested in hockey, that client in soccer and another has a child on the national schools rowing team – have you had them put it in the company database where it can be found again, or sorted, merged or used for invitations? Or will it leave it to that staff member?
Asking such questions and filing the relevant information can help build stronger relationships with clients so you can easier grow your business.
Debbie Mayo-Smith is one of the most sought-after speakers in Australasia. For a free quick tip newsletter, a vast collection of "how-to" articles and other resources to help you work smarter and save time, visit www.debbiespeaks.co.nz