The best source of business

 is always existing and 

 past business.

What have you done lately about resurrecting contact with old friends and business associates? The amount of time, money and energy plowed into developing new business in new markets with customers and suppliers who’ve never heard of them is a phenomenal waste. Put the same effort and resources into those who already know you. 

Even brain-dead politicians know this. Why do they concentrate campaign efforts on those who have supported them in the past? Because to those people (voters), they’re known entities, and that alone is often enough to trigger contributions or in the case of business, sales. There’s no need to start the get-acquainted process from scratch.

“Go straight to the heart of the matter,”

(my father always told me!)

At the heart of winning more business in as catastrophic an economy as we’re living with, is the need to revisit, renew, and re-cultivate old friendships, old acquaintances, old customers and clients, old suppliers and vendors, old investors and lenders, old employees and employers, old partnerships and alliances. ALL former supporters.

These are people who you may have lost touch with (and perhaps on purpose), but with rapidly changing times often come changing more receptive attitudes. Someone who was an employee and left for a better career move may now be in a position of being a customer, or a referrer, or a supplier, or even an investor! How will you know? Ask.

Small business owners and managers typically avoid past contacts for many reasons, but none of those reasons (unless they would open some legal wounds) are good reasons for glossing over possible resources who have a favorable impression of you. Spend your time, money, and effort there instead of digging up new prospects!

When you communicate your message to someone who knows you, you can skip all the preambles; there’s no need to waste words explaining who you are and where you came from and how you do what you do. Go straight to the heart:  

• “I know it’s been awhile, but I thought you’d be especially interested in . . . because . . .”

Or . . . 

• “As soon as we put out this special (new product or service, warranty, price deal), I was reminded of how it would/might/does/could have great value/appeal/interest to/for you, and thought you may be interested in this ‘sneak preview’ of . . .”   

In the end, it’s all about consistently using the best sets of words to deliver your message, and targeting past and present business contacts which allows you to engage their interests without having to have them get past the preliminaries of who you are. That small difference puts you a giant step ahead in the sales or recruitment process. 

Oh, and a no-brainer by the way, you can also reach these people and get them to your website, store or office with personalized (free) emails or (inexpensive) postcards instead of extravagant network TV $pon$or$hip$.                                                                                                                 

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Hal@Businessworks.US  302.933.0116 

  Open minds open doors. 

 Thanks for visiting. God bless you. 

   Make today a GREAT day for someone! 

Are you making money

or providing healthcare?

The mission of doctors, nurses, hospitals, and all affiliated healthcare-related and therapeutic professions is to provide healthcare services. Emotional-based businesses and professions trying to sell rational doses of reassurance

The mission of all for-profit and (surprise) not-for-profit entities is to provide products, services, and ideas in exchange for money or other dollar-value products and services. Rationally-reassuring-based businesses and organizations trying to sell emotional triggers.  

And rarely if ever do “the twains” seem to meet.

Yet, each side of that two-edged coin has much to learn from the other.

They can protest ’til they’re blue in the face and spitting wooden nickles, but truth is there is barely a doctor, nurse, hospital or affiliated healthcare-related or therapeutic profession that knows the first thing about the realities of marketing.

It’s as rare as finding an 1861 three-cent piece in your pocket change that businesses have as much customer care savvy as an ICU nurse or front line physical therapist.

Oh, you say, but that’s not a fair comparison because business is business is business, and who can be worried about a customer problem after she or he has left the store, office, showroom, or work site. After all, we’re not in business to hold hands and pat heads.

Ah, but business is in business to cater to customers before, during and after (and long after) purchase because it’s the only way to grow the future. Boast all you want about your databases and efforts to serve the customer after the sale is made, but reality is that if you’re not doing something dramatically positive with past customers –and especially long after the sale– you’re missing the message!

What can you learn now from your past customers?

How? What’s holding you back?

(You had better be “holding hands”!) 

Hospitals have the whole lifelong loop covered. They are tenacious about providing fall-over services at every level, to present and past patients and families. They haven’t a clue about how to attract attention, create interest, stimulate desire, and bring about action, but they sure do know how to ensure satisfaction (maybe not with the bills and insurance tangles, but definitely one-on-one!)

Businesses need to take a page from that and appreciate that today’s customer should NEVER have  a reason for not also being tomorrow’s customer.

As the world gets smaller by time and communication transmission, we face enormously bigger and better opportunities to learn from one another.

And -yes– even hospitals and healthcare professionals with no business skills have an instinctive sense of customer momentum. Almost all of us could stand a booster shot of customer momentum as we troop through the daily grand rounds of our work sites and work stations, our staffr and employee meetings, and our customer encounters at every level. Think it. Try it. Do it. STOP studying things so much! Surprise yourself! 

302.933.0116 or Hal@BusinessWorks.US

Thanks for visiting. Go for your goals! God Bless You.

“The price of freedom is eternal vigilance!” [Thomas Jefferson]

Make today a GREAT day for someone!