How to keep in touch with your customers

To achieve success it is essential to communicate an effective sales message to potential customers wherever they are. The Wealden Business Group is always ready to help.
In today's technological society communication is achieved primarily through the media of print or audio-visual or internet technology. The Wealden Business Group endeavours to provide the resources and advice to ensure that members can achieve success and enhance their business opportunities.
The problem with most business communications is a lack of planning. The prescription for success is "pro-active communications planning."

Six steps to a pro-active approach to improved communications:
1 Plan The golden rule is to get your communications plan down on paper. A plan is not a plan unless it is written down. But why would you go to the trouble of developing a communications plan when there is no urgent need? First, to maximize opportunities and, second, to achieve results.

2 Identify target audience You must target your audience. Who is it that you want to address? Do you want to reach your customers, the media, the general public, the government, or special audiences, like a segment of your client base or trade media? There is a need to know your audience so that you can consider your communications theme and messages. You will then know what points of your argument to emphasize and you can begin to hone your messages to be heard and appreciated.

3 Focus theme and message(s) The key questions are: What do you want to say? What does this reveal about the quality of your business? Establish the theme; define your objectives and emphasize the values of your products or services. The theme is the core message that relates value. Strive for consistency, relevance, and honesty.

4 Develop tools and tactics Identify the most effective (and efficient) tools and tactics to communicate your messages. Just as you have considered the audience, consider the medium. The materials you use will have an impact and impress your audience. Your target audience must be considered when you decide on the mix of media. Will the best response be to print, audio-visual, internet, etc.?

5 Implement plan and analyse response (and revise messages if necessary) After developing a plan you should follow it through. There might be something that materializes to make you doubt the communications plan but you must stay the course. You have put time and energy into thinking through your plan. Your plan is based on business objectives and corporate values. There is rationale behind each message. Stick with your plan.
6 Follow-through and follow-up This will determine if your messages ultimately influence and move your audiences to act. Ensure you provide resources for follow-through and follow-up. Maintain a proper contact schedule with recorded outcomes. And, finally, ensure you have the resources to foster further dialogue and to build the desired relationships. Take time to review your current communications efforts and write down a plan that will help you meet your business objectives.
Take a pro-active approach to your communications and you will see results!