MARKETING BUZZ
BY MICHAEL ABREU, ACCOUNT EXECUTIVE, CONCENTRA 4 Steps to Increase Your Client Base
What are you doing to make yourself and your company stand out?
G
eting new customers is always a top priority in keeping a business growing and moving—but they can
be tough to obtain if you don’t understand customers’ wants and needs, their markets, and how to use the internet to your advantage to create opportunities. We live in an age where customers have infinite access to information where they can make informed decisions without even having a conversation with you. So, the question is: What are you doing
to make yourself and your company stand out? What information are you giving the client to win him or her over and gain trust? Have you researched the individual you will meet with? Do you know what his or her pain points are? With these questions in mind, here are
four key ways to gain more business and grow your clientele.
1 Relationship Building
People buy from people they like and trust. Before any customer gives you a verbal “yes,” there must be some relationship that
was built through conversation, sending information, or face-to-face meetings. One key in relationship building is
knowing your buyer personas, or the individuals you will be speaking to and their job functions. In the drug testing space, the buyer personas we mostly see are human resource representatives, safety representatives, compliance representatives, or if it is a smaller company, the owner. With these jobs in mind, ask yourself
what their ticking points will be. You might consider: • How important is turnaround time to the customer?
• How important is cost to the customer? • Does the customer have Department of Transportation (DOT) employees?
• Does the customer’s industry have unique requirements?
Knowing the answers to these questions
will put you in a beter position to build a strong relationship and win their business. Customers will see you as an expert, not just another drug testing third-party administrator, provider, or collection site.
2 Networking Social media and networking
organizations have made networking easier than ever before. Sites like LinkedIn and Facebook make it easier for prospective customers to find out what your company offers. Ensuring that your company has active, complete profiles on these sites and uses key hashtags can help prospects find you easier. When using social media, ensure that: • You use hashtags (like #drugtesting) to give your company beter visibility in searches about a particular topic.
• Your LinkedIn company page is filled out with all the relevant information.
34 datia focus 2020 • Issue 2
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