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Communication Gaps continued from page 98


dation on which a strategy should be devised. Know Your Selling Seasons:


It’s rarely as simple as tying your promotions to and planning your sales cycles around standard holi- days and occasions such as, “Back to School,” “Christmas” or “The New Year.” Depending on what you sell and who you sell to, these events either affect you or don’t; their mere existence does not in- fl uence buyers. Knowing that you do great back to school business, but not a whole lot after that until Christmas, for instance, will help you determine selling and mar- keting platforms that will create spikes during those slow months. The goal being to smooth the gaps between your selling seasons. Know Your Customers:


Knowing your customers inti- mately will not only allow you to better meet their needs, it will give you the opportunity to enter their circles of infl uence. The latter is your least-cost opportunity to win new customers. How are you cre- ating not just satisfi ed customers, but loyal, vocal customers who will actively communicate positively about you to their own networks? And how are you equipping them with the “tools” they need to spread the word in a way that will produce sales activity? Before that, though, you need to ensure that you keep your current customers happy. How much attention are you paying to those who shopped but didn’t buy, and those who purchased,


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