Perhaps it is an overstatement to say that every contact with a customer, client or prospect is a golden opportunity. Chances are, that might be a little dramatic, not to mention add some pressure where probably none of us needs it. But, we should still keep in mind that every contact we have with a customer or prospect really is a chance to make a good and lasting impression and represent our business in some way.
I’m not just talking about personal or face-to-face contact either. Each time you send an e-mail or leave a voice mail message or send out a marketing piece or other correspondence, you are adding another layer to the relationship you have with your customers or prospects. There have been studies done that show that most customers need several contacts or “touches” before they make a purchasing decision. They might “hear” about your business a few times before they ever really register who you are and what you are doing. This means that every tiny contact can be potentially important.
What does this mean for sales? Keep an eye on the calendar and pitch upcoming sales or specials. If you are not in a sales-oriented business, you can still use every opportunity to let people know what you’re up to and offer suggestions for ways they might access your business. You don’t have to be obnoxious and pushy about this, you can simply mention that you have time in your schedule for more grant writing, house cleaning, or an extra slot available in your yard maintenance business. You can also use each contact as an opportunity to put forth a favorable overview of your company, or find out more about what the prospect or customer might be looking for (and this will improve your ability to provide great customer service.) Don’t let these opportunities pass you by and take advantage of every meeting or contact to build the relationships.
See Also: Nurturing and Cultivating Customers