By Michael M Walsh
It is 135 years since the telephone was invented yet most businesses largely depend on it to handle their communications. This bad habit is a business-killer. The horse and cart has been replaced by the delivery van; the town crier is history; newspapers now carry advertisements. Mysteriously the ancient telephone, companion to the telegram, semaphore signals and Morse code, is still in vogue.
Nearly everyone is familiar with e-mails so here are a few tips to make yours work for the improvement of your business. For a brilliant start always make sure your advertisements, signage and promotional literature includes your e-mail address prominently displayed.
WITH E-MAIL
You can give precise directions to visiting clients; even attach a map to make their trip easier. They will appreciate the thought that went into it.
E-mails can detail the services and prices you offer; if you own a restaurant menus can be e-mailed. Pre-ordering makes life easier for the kitchen staff whilst reducing your buying costs. Whatever your service you can e-mail details of the service you provide and price lists
Invite customers to leave their e-mail addresses. That way you can inform them of special offers; price reductions; entertainment bookings, holidays, opening and closing times.
We have all heard the expression, people don't buy products, they buy people. It is true. Pictures of your premises, staff; interior, can be sent to enquirers. This will help them to loyalty bond with your business.
If you hold events or are moving address, taking on a new manager, booking an entertainer, the e-mail can be used to inform your customers. The e-mail message will offer opportunity for you to place a 'signature'; a permanent sales message on every memo you send.
Invite customers to comment on your services. These can later be included in e-mails to reassure new clients. They are good for inviting suggestions too. Imagine, a free mystery shopping opportunity to give your business the vital edge.
You have some good news? Tell your customers; promotions, awards, and very important key selling points that identify your business as being perfect for their needs.
If a member of a trade association or body its logo and details can be permanently included in your e-mails too.
If it is appropriate places of local interest can be included. You can also invite visitors to browse complementary businesses whose owners will be happy to do likewise for you. When the phone rings you are obliged to answer it even if it is inconvenient for you to do so. Similarly you might have to get your timing right when making calls even though it interrupts your routine. Unlike the telephone call e-mails can be sent and replied to at your convenience.
Unlike the telephone the e-mail does not cost anything to use; contrasting the costly inconvenience of postal deliveries (snail mail) the e-mail can effortlessly handle bulk information without bumping up the cost of sending it. ©
Michael Walsh: Forty years experience writing media news and columns; copywriting, ghost-writing; fiction and non-fiction. A business professional he applies a professional finish to your story or feature; added marketing flair for product or service reviews. All genres considered. http://www.michaelwalsh.es/ and http://www.wwwquitewrite.blogspot.com/
Wednesday, January 6, 2010
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