marketingmatters
two-way communication
JohnMcClements explains this vital element in your ‘Marketing Tool Box’
In the last issue we looked at the various ‘Marketing Tools’ you have available to help market (sell) your ever- growing range of products and therapies.
We looked at themany forms of ‘communication’, some expensive, some not so expensive and some almost completely free, that you can use to get yourmessage across to asmany potential and existing clients as
possible.There were a wide variety of ‘tools’ including Internet marketing and good old fashioned ‘snail mail’marketing (no offence to the postman!); all of themhave a place, all of themwill help increase your sales.
The ideal situation is of course is to use all of your tools together and link themwith a common
theme.This takes a considerable amount of planning and preparation, the potential results however can be well worth the effort.We will explore this further in future issues of Guild News, however this month, there is one other vitally important ‘tool’ that you should never be without in your ‘Tool Box’:Two-Way Communication.
business communication
Your overallmarketing plan, that is the plan which keeps your business growing year after year, is all about one thing and one thing only - it is about good effective two- way communication between you and your
clients.This is of course also vitally important with potential clients, the future ‘life blood of your business’. It is about communicating with others about what you have to offer and giving themample reasons as to why they should want to buy
fromyou. Simple. So what is communications all about?The definition below fromWikipedia, the free online encyclopedia, says:
“Business Communication: communication used to promote a product, service, or organisation; relay information within the business; or deal with legal and similar issues. It is also a means of relaying between a supply chain, for example the consumer and manufacturer.”
Business communication is somewhat different and unique fromother types of communication since the purpose of business is to earn
profit.Thus to encourage a climate for profitable sales the communicatormust develop good communication skills. Everyone knows that in the present day trends knowledge alone won’t be enough to have sustainable development. It is your ability to communicate that knowledge to others that is the key.
At this stage it is of course important to consider one other point ofmega importance which is that ‘communication’ is a two-way affair - a good communicator, will also be a good listener to clients who wish to communicate back.
Contrary to this principle of good business communication, there are companies which would appear to operate a completely different
system.These companies deal
only on-line through the Internet, have a wonderful website and Internet shop, a great range of products at very competative
prices.These companies communicate what they have to offer very well, theymake it extremely easy to order and pay, however, that is where their communication system stops. Full
stop.Try to contact themafter you have placed and paid for your order and you will find it almost impossible!
What is important to consider here is that if someone else takes all these good and positive elements, adds good customer service with two-way communication, these companies will be scratching their heads and wondering where all their business has gone!
The example above is used to demonstrate the vital importance of your additional ‘MarketingTool’ to the ongoing success of your business andmaking it simple for your clients to communicate with
you.Most people (clients) are understanding if the occasional thing goes wrong as long as they can see that you are doing your best to put it right.Whatmany will however findmore difficult to accept is dealing with a company who lose interest in you as soon as the sale is completed. Listen to your client,make every single one of themfeel that they are themost important person to you,make each and every one of themfeel special, because they are.
Listen.Your future is speaking to you!
JohnMcClements is amarketing
expert who runsAyurvedic training courses in Goa, India.
GUILD NEWS 59
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