Watch Out for Your Customers!
What you say: “Hi, it’s Bill. Just checking in to see if you had anything going on that I might help you out with.”
What they hear: “Hi, it’s Bill. I’m calling because I need business and it’s all about me. Me me me me me me me.”
Your intent is to stay in touch with the customer and let them know that you are thinking of them. What comes across, however, is a self-serving approach that customers hate. Still, it is important to keep in touch with every customer. After all, your competition is banging at their door. You need to remind them why they buy from you. You need to let them know that you are thinking of them.
My mom and dad, 89 and 90 years old, respectively, are legendary for mailing comic strips and articles of (perceived) relevance to family and friends. Both of them have crystal clear memories when it comes to the interests of others. Mention it once to my folks and you are on The List forever.
John and Priscilla Farquharson practice the fine and lost art of "I Was Thinking of You." They ask for nothing in return. Naturally, what they receive is the love and admiration of everyone around them.
Sending a customer a link to an article on either their business or perhaps a personal interest accomplishes the same goal as the aforementioned “I’m just calling to check in” phone call but with the added benefit of delivering the message, “I am watching out for you.”
People buy from us for a lot of reasons. By letting people know that what is of interest to them is of importance to us goes a long way.
Do you want to thwart the efforts of your price-cutting competition?
Do you want to build customer loyalty?