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ISP Tools
Business Development Techniques
Business Marketing Tips
Go Beyond the Call
Your next service call is an excellent opportunity
to present new products and services to your customers.
After all, your customer base is an excellent place
to mine for new business, especially in applications;
therefore, your service calls become a natural extension
of sales.
At the rate technology is changing these days, you
are actually doing your customers a disservice by not
mentioning new enhancements and features. Make certain
that your service representatives are appropriately
armed with the right promotional material. Above all,
be sure your personnel are well versed on product features,
particularly the benefits they offer your customers.
By maximizing these face-to-face encounters, you have
the opportunity to reinforce your commitment to your
customers, not only by solving their current needs,
but by providing new products to help them leverage
emerging opportunities. Plus, it could mean new business
for you.
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Special Delivery
Direct-mail initiatives are essential communication
tools that help generate leads and increase sales. Postcard
mailing campaigns are proven performers because of their
immediate impact, ability to reach mass audiences, and
specifically their cost-effectiveness. You not only
gain mind share, but you can leverage your customers'
interest, as well as influence their buying decisions.
So, how do you present customers with the right offer
at the right time? Conduct targeted postcard mailing
campaigns that address your customers' specific needs.
Produce meaningful messages for enhancing their business
and send them by "special delivery." You can compose
targeted vertical messages by type of industry or size
of customer, or you can mail to customers who are pre-qualified
for specific services in their area.
Mailings to your existing customer base could highlight
new service offerings or migration paths that will best
suit their information technology (IT) vision. These
mailings can also be used to promote specials, services,
upgrade options, coupons, etc.
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Sometimes a Letter is Better
Sending a well-written, no-hype business letter can
be a great way to give your business a boost. With a
strategically crafted letter, you can tap into the buying
power of your existing customer base, while increasing
mind share and revenues, too. Try offering your customers
helpful tips on Internet use, or highlight the benefits
of an important service that you provide.
A straightforward business letter can carry a lot of
weight, and can focus on key issues in a way promotional
material may not. For instance, send a personalized
letter to your current clients to reestablish contact
and reinforce your commitment to quality products and
services. Or, use your letter as an introduction to
your company before making a critical sales call. The
applications are literally infinite. Whatever your approach,
a letter is a cost-effective and versatile tool that
can complement any marketing initiative or can be deployed
as one itself.
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