Survive the recession one customer at a time
I used to work for a large, multi-national consulting firm. I was with them for twelve years, the last three spent in business development and sales. One of the “tricks” for developing customer and prospect relationships, was to send a handwritten note after first meetings and important milestones. My employer had no problem ordering nice, high quality note cards and envelopes. Then, anytime I had a first meeting with a prospect I would write them a thank you note, making sure to mention something from our conversation. The best was when you had a personal tidbit from the conversation to reinforce. It was a great vehicle for nurturing new relationships and reinforcing established ones, and I almost always got a follow-up phone call or E-mail.
At lunch recently with some former colleagues, one of our conversation topics reminded me of this. My colleague, Director of Marketing for an regional accounting firm, was lamenting an ongoing management discussion over a seemingly minor issue. Her mind was focused, rightly so, on the issue of how to maintain and grow their customer base during the recession.
The conversation came full circle for me when I returned from that lunch. There in my mail slot was a hand-addressed envelope from an entrepreneur I recently had an initial coaching session with. Inside was a very nice custom note card with a handwritten thank you note from the entrepreneur. In classic style she ended the note wishing me luck on a personal project we briefly discussed. It’s shouldn’t be a surprise this person is an ex-Marketer.
And, forgive my stereotyping, it doesn’t come as a surprise to me that almost all the marketers I’ve ever known are women. They get the relationship part of the equation that business leaders often miss or overlook.
The blogosphere, business rags, and social media channels are all ablaze with the mantra “now is the time to sow the seeds for growth,” and I agree. There are no simple answers, certainly no right answers, most definitely no slam dunks. But I have to think my lunch companion was on to something: isn’t it about our customers?
What did you do, TODAY, to make a customer feel special? What did you do, TODAY, to sell a new customer without them feeling they were sold? What did you do, TODAY, that didn’t generate revenue but was simply the right thing to do? If I surveyed your customers, how special would they say you make them feel? Too touchy-feely for you? Okay – How many do you think would say they’ve never shopped around for you replacement? Do you think, given the current economy, there aren’t maybe around a gajillion competitors that would treat even one of your clients like royalty to get them to switch? Not feeling so touchy-feely any more?
This would normally be the part of the blog post where I launch into some ideas on how to address the topic at hand. Frankly, these are scary times and I don’t have the answers – that’s your job. At least it’s your job to try.
But let me suggest a place for you to start. Read this simple post. Got it? Good! Move directly on to saving and growing your company. Don’t get it? Read it again tomorrow. And the next day. And the next.
I may not be able to tell you how to save your business, but I can sure tell you where to start looking.
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