Sunday, October 12, 2003
Are you struggling to create and keep profitable customers? Columns for Sales and Marketing Management who wants to build business relationships.
If you have an newsletter, make it easy for new subscribers to join. I frequently find newsletter that I think are interesting-- spontaneously I look for some way to subscribe and read more later. If potential subscribers can't easily figure out how then most will just leave.
Each of the following companies have a newsletters available to customers-- some for a specific division while others are for the overall company. Of course, you wouldn't know this by visiting their main website. Are you making it difficult to get the publications you already provide?
- Saic, uses a small "Sign Up for SAIC News" on home page. While this is better than many organizations it really doesn't tell the reader much about the options available with a subscription. Once you're on the sign up page itself you find vague samples of what you'll get (no archived copy), but do get to choose what type of materials (other than news) you'd like to receive.
- Lockheed Martin, no email capture response tool. It doesn't seem appropriate to offer a newsletter on the home page at Lockheed Martin, but it would be useful to use as a tool to get more information about a product initiative. For example, at the bottom of their Systems Integration Capability page they could use a short form to offer readers more information.
- Raytheon, lots of newsletters other than news. Great work sharing positive news about their company, but do they really expect visitors to return for new information. There is a little tiny "subscribe" button near the news releases, it's well hidden on this sparse page.
Stay in touch with customers through any channel possible. Even federal contracts can be awarded directly, newsletters are useful tools to document the interest or concerns of potential customers. If your newsletter is difficult to find, yet alone subscribe, you're only producing half the satisfaction you should.
Justin Hitt teaches executives how to create strong business relationships that can increase profits while improving customer loyalty. To learn more about business relationships visit Inside Strategic Relations or call +1 (877) 207-3798
Shana Alexander. "The sad truth is that excellence makes people nervous." [Quotes of the Day]
Executives are often separated from their companies socially because of their own accomplishments. Individuals in leadership roles are seen as difficult to approach, even intimidating in nature. Here are some tips for executives who want to stay in touch with their employees.
- Meet with people in their own offices. Unless you are disciplining someone, it is better to meet them at their own offices. It's more personal to meet employees in their own space than to call them into your office. You also get a chance to see what it is like in the trenches.
- Have lunch with your top performers. Show a personal interest in the successes of your top performers. This effort on your part reinforces their positive actions while encouraging them to express what they have accomplished (including the procedures used, specialized knowledge, and personal skills.)
- Get introduced to customers through managers. Personal introductions to customers through project managers show customers that you are interested in what they are doing. In addition, your manager gets a chance to look good to customers by showing your support for them.
- Meet with new employees periodically. In addition to meeting new employees when hired, visit about 3 months after the hire date to get their suggestions for improving your company. Often the prior experiences of new hires provide insights that can significantly improve your organization.
- Give yourself a personal tour of your facility. Each week get a tour of a different part of your company, even take potential customers along if possible. Being seen in every department shows your interest while helping you become more familiar with what happens in your company.
- Network at company social events. Turn every company event into an opportunity to network inside your own company. You'll discover new resources that can advance business objectives and match customers needs with real solutions.
These tips aren't just for top executives, but encourage your program managers and other executives to embrace these employee loyalty building strategies. It doesn't take much effort or time to produce noticeable results, even learn more about your company. When was the last place you touched based with your employees?
Justin Hitt, with over 10 years of experience in business to business executive relationships and strategic business intelligence; has reduced costs and improve customer loyalty for professional services and numerous other technology companies. Call +1 (877) 207-3798 or visit his website at https://iunctura.com/
Last update: 04/08/2004; 2:36:45 PM.