A LITTLE TECHNOLOGY TO HELP GROW YOUR BUSINESS

Let’s face the facts. You can’t run a business in today’s climate without using some form of technology. I believe that technology can be one of the main differences between a “so-so” year in 2018 and a “great” year with lots of profit.

There is much software available in the areas that small businesses need most and those are communications and marketing. Many of you are familiar with such tools as Constant Contact and Mail Chimp. I consider these and similar contact management systems as very basic. They are mostly used to send out newsletters to clients and prospects, and then you have the ability to check to see if your material is read. The answer is yes, please continue to use them or start using them for your newsletters, etc.

Today, our customers and prospects have higher expectations in the areas of communications, services and product/service delivery. “Touches,” the number of times a prospect or current customer hears from you, should, in my opinion be closer to 20 to 25 times a year.

Let’s look at how 25 yearly touches can be reached:

• Every customer and prospect should receive a monthly newsletter from you.
• Current customers should receive additional touches in the way of birthday and anniversary cards (use snail mail).
• High impact news, something important that is occurring in your industry or something major that is happening in your community, can be sent to both customers and prospects.
• Active customers, those in the process of receiving a service or product, will have more touches because of a current transaction.

Every small business owner should have a CRM system (Customer Relationship Management). I don’t want to recommend a specific product at this time, but if you google CRM for small businesses, you will find a lot of options. The costs vary, all the way from free to a wide variety of monthly subscriptions fees. Take a few hours a week and research what is available. Don’t select the first one. Most will offer you free trials or other information on their product. Select the one that suits your business best.

Many of these systems will also help with your daily appointment schedule as well as follow up touches that need to be made.