Keeping in Touch with your Customer Regularly

Why Would I Want To Say In Touch With My Customers
They’ll Keep Coming Back – Right?

  Business people sometimes swear that it really doesn’t make any difference.  Yet, over my 35 year career as a professional adviser, I have heard this comment from at least 90% of the businessmen/women I meet.  Is their reality accurate?  From what the experts suggest, it isn’t.  Knowing the right answer to that question makes a BIG DIFFERENCE to a company’s ability to grow and prosper!

The market – both consumers and the business community receive a large number of emails together with direct mail letters/catalogs – all focused on convincing them that another vendor can serve them better – offering faster service, a larger spectrum of products/services or more attractive pricing and more.  Today’s savvy competitor is out there communicating with your customer.  Whether he/she elects to listen and buy depends entirely on how effective you are in convincing them to stay with you.

The Direct Mail Marketing Association (DMMA) – the trade association of the same people who send you all those catalogs and mailings advices their members never to let more than 6-weeks or less than 4 weeks go by without touching the customer (or prospective customer). Their thinking is based on the knowledge of how the players (those companies who know how) convert other people’s customers into their customers.  Is the DMMA wrong?  No – not based on the research and statistics they’ve collected over the past 25 years.