A Tale of Two Challah Tables –Dana
2) Encourage comments to your blog and/or customer newsletter.
I've had a "Comments?" option in my weekly Print Tips for many years. I pay attention to every comment posted. My goal is not to sell, but I will say that once I capture a reader's attention, he or she is more likely to engage my services. I'm still surprised to find blogs without this functionality.
3) Make sure your blog, articles and Website all have "sharing" buttons.
I'm shocked whenever I come across a piece that can't be shared on social media and via e-mail. Makes zero sense to me.
4) Stage a contest. Make it fun.
It doesn't matter whether it's done via your site, a newsletter, direct mail campaign or social media. Come up with something that captivates—and people will respond.
5) Invite customers and prospects to meet one another.
You can do so at your facility or somewhere neutral. Professional buyers love getting together. (The options are pitifully few.) Let your company be the host of such gatherings. You can even ask ahead of time what your customers want to get out of it. I think you'll be surprised by how much they'll share with you.
6) Foster the art of good conversation among your reps.
Even though they have to talk shop when speaking with customers, they should also be able and even required to initiate conversations about other topical subjects. I read an article recently about something wonderful happening in a local restaurant. Eastern Standard is in Kenmore Square (great place, BTW), and the Boston Globe story described how the restaurant's owner wanted this place to be different.
He decided to teach all wait staff how to carry on intelligent conversations with diners about local culture and history and politics. So, instead of only being expected to know the menu well, they have to be smart enough to engage their customers about cultural things. I love that!
