Over the last few months, I’ve had a couple of clients tell me that they’ve been hearing this phrase from their customers: “I didn’t know you did that!”
Let me just say that if you are in business and you hear that phrase, it probably isn’t a good sign. Chances are pretty good that you lost a sale (or many) because your clients weren’t aware of your service offerings.
“But it is right there on my website,” you say.
Let me ask you this: How many times do you go to your vendor’s website to figure out what service offerings he provides? If he doesn’t come to mind right away, chances are you pull out the YellowBook or turn to Google to find a solution. However, had you known that your vendor also did “X”, chances are pretty good that you’d purchase that product from him as well- even if he wasn’t the lowest price – because you have an established relationship with him, right?
Same goes for you. It is your responsibility to make sure you’re not losing customer sales to others simply because your customers aren’t aware of all of your service offerings. Don’t let the competition even get a foot in the door! Make a concentrated effort to let your customers know all that you bring to the table.
So how do you do this? (Great question! I am glad you asked!)
[insert drum-roll here] A customer newsletter!
Start, revamp or restore your customer newsletter to showcase (not sell) your entire line of products or service offerings. See the blog posting “7 Reasons Why Newsletters Rock” here.
Think about the newsletters you receive and how they have helped strengthen your relationship with those companies and organizations over the years. A quick inspection of my newsletter pile reveals the following:
- The Home Builder newsletter: This one includes a government affairs update, Lead Paint update, and actions taken by the board of directors. By the way, there are several upcoming events where I can pay a small fee to attend. (dated August 2009)
- National Guard Soldier & Family Foundations newsletter: Included is an article on the GreenCare for Troops program that provides free lawn care for families of deployed soldiers, program and service listing for families by state, and savings and investing tips for military families. By the way, there’s an article explaining the additional benefits families receive for carrying Traumatic Service Members’ Group Life Insurance. (dated July/August 2009)
- My HVAC company’s newsletter: This one has information on the new tax credits for improving my home’s energy efficiency, an article on geothermal systems, an employee spotlight, a seasonal checklist, and an article on tankless hot water heaters. By the way, they offer monthly payment options for your furnace and air conditioning preventative maintenance agreements. (dated Spring/Summer 2009)
- My township newsletter: This one covers the Pumpkin Fest’s schedule of events and entertainment, information about all the various taxes we need to pay, environmental tips, fire department news and an extensive recreational schedule. By the way, they sell tickets to NYC shows, theme parks and other regional attractions. (dated July/Sep 2009)
These newsletters are important to me. I hold onto them because they are packed with good information about services and products that otherwise I would not be aware of.
Because I have received these newsletters consistently over the years, I have formed a relationship with each of these organizations/companies. I view them as a helpful resource, and yes, because of the value they bring and the relationship I feel I have with these organizations, I purchase from each of them (even though I know they aren’t the cheapest).
But I wouldn’t know about any of these programs, services, opportunities or even their products without those newsletters hitting my mailbox on a regular basis. How many sales are you losing because your customers don’t know all that you have to offer?
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