The best business advice, opinion, news and expertise in Greater Manchester and further afield.

Friday, 8 August 2014

Friday Guest Blog: Do You Visit Your Customers?

By David Wright of BSA Marketing

In my last article a couple of months ago, I asked the question:

Do you keep in touch with your contacts?

As a follow up, here is another question:

Do you visit your customers?

I have been struck recently in discussions with clients where they tell me they don’t have regular review meetings with their long-term customers, many of whom form the backbone of their revenues!

Although they say they don’t meet regularly, they recognised the importance of maintaining the business relationships and ensuring that their position as supplier isn’t compromised by the competition. I think they are taking a risk – and missing an opportunity.

Start as you mean to go on

When we start working with a new client, we always meet with them and set a plan of activity so everyone knows who is doing what and when.

An important element of the plan that we always include is scheduling regular future meetings where we can review progress, discuss outcomes and plan forward. We normally aim to meet three-four times a year, though it can be more often if appropriate.

Regular client meetings are key to relationship development.

People buy from people

Unless you are supplying a pure commodity product where price and availability are the predominant buying criteria, you shouldn’t forget the adage that ‘people buy from people’.

This is particularly important where your business benefits from building long-term relationships with your customers. Simply supplying a great product or service at a good price just isn’t enough.

Competitors often have equivalent products or services and can compete on price but they don’t have your relationship with your customers. A relationship needs to be nurtured. It can be what keeps the competition at bay.

Importance of a joined-up contact process

We drive email newsletters as a valuable communications tool, and it really is, but it is just one option in your marketing toolbox. Good marketing should be based around a joined-up process.

While e-newsletters are a great way of keeping in touch with your contacts, letting them know what you are up to, and helping to make sure they don’t forget you, it would be wrong to think that e-mail marketing is all you need. It can create a great platform from which to build engagement with your market but, for most B2B business, it is unlikely to deliver sufficient results by itself. Some ‘sharp-end’ contact can be the activity that takes the relationships established and maintained by e-newsletters and other marketing and turns them into live business opportunities.

Let’s face it, business meetings can take up a lot of time and need to have value for everyone. I mentioned at the start of this article that we typically aim to meet up with clients at least every three-four months. We find this frequency works well as an opportunity to review what we are doing together, resolve any issues and identify development opportunities. On top of these business reasons, and in some ways more important, a face to face discussion will reinforce the personal touch of your business relationship and, as I said above, this can be the essence of success.

Three or four months can be quite a gap and this where a joined-up process combining e-newsletters with meetings can work well. Even if you only send an e-newsletter every two-three months, it means you are contacting your customers almost monthly in one way or another, and this is on top of any deliveries or other informal contact that you might be doing.

Take a look at your own business. Do you visit your customers regularly?

If you don’t visit your customers, maybe you should….

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