Letting your customers know that you want to hear from them by using these simple communication tools, will give them an outlet to express any concerns.
bread crumbs to your website to learn more, so make sure your content backs up your message. Ten the next steps are to offer your services. Get in front of them and close the deal. Traditionally, without technology you can accomplish this if you are finely tuned and your only job respon- sibility is to communicate and sell to your target audience. But for you, the small business owner, you will get distracted and 6 months to a year later you will say, “I need to restart my marketing efforts.” Tis usually happens when your business is experiencing a lull and you have more free time. Te platform should be a tool to help
you be accountable to your plan. So don’t be discouraged if a month goes by and you haven’t followed your plan. You just need to pick up where you leſt off and keep going. Involve other people in your office to keep you accountable. Allow them the room to be strong and keep you on track. Schedule monthly meetings with them to look at what you did and didn’t do according to your plan. As you become more efficient and consistent you can be more creative. Don’t make any of these processes compli-
cated. It is important to keep it simple. Each step should be short and lead to another step until your prospect becomes your customer.
Getting all the juice out of the fruit My customers are important and not only do I want to do the best job for them and get paid to do it, I want to stay in communi- cation with them. Using the same tools you learned to convert them to your customer can help you stay in communication. Let your customers know you care and want to hear from them. Create an open line of communication. Ask for testimonials. We all know that when there is a prob-
lem we will hear about it. The challenge is when we get to hear it. Is it too late?
54 datia focus
Is your customer going to find someone else to do the work? Most people don’t want to deal with the situations when things go wrong. Letting your customers know that you want to hear from them by using these simple communication tools, will give them an outlet to express any concerns. This gives you time to deal with them. It’s important that you address every
instance with a resolution and a commit- ment to improve. Oſten the circumstances may not allow for change but not every challenge will fall into this situation. Fix the problems you can control and commu- nicate to the customer that you have fixed the problem. Ten deliver on the action required to support your commitment. If you do this, your customers will be
your number one fans. So don’t be afraid of asking for referrals. Use the soſtware tools to consistently ask for referrals following recent service activity. Your customers will want to support you. Make it easy for them and use these tools to re- mind them aſter they commit to provide you with a referral. Tere are many professionals that can
assist you with building a successful referral program. Learn from the best and apply your new skills to fulfill on your plan:
www.hubspot.com/
● ● ● ●
www.infusionsoſ
t.com/ www.salesforce.com/ www.act-on.com/ ❚
David Bell is the CEO of USA Mobile Drug Testing Headquarters. In his previous posi- tion as the VP of Sales and Marketing, he supported franchisees in doubling company revenues 2 years in a row. With a background in the printing and marketing industry and after seeing the damage caused by drug use first-hand, David sold his company and worked his way up through the ranks in the drug testing industry to help employers keep drugs and alcohol out of the workplace.
spring 2015
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