Todd Martin

Todd Martin

Sales Strategy

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To Tweet or Not to Tweet

October 14, 2016

Unless you can go all in, don’t. Here’s why I think a Twitter presence is so important.

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Written communication used to be so, well, wordy. Before email and social media, we wrote letters. Or at the very least, memos. We penned multiple paragraphs because we were usually expounding on multiple topics or really fleshing out one core theme.

Postcards were the exception. They were the closest thing we had to tweets and posts back in the days when we used pens and typewriters instead or keyboards and styluses to express thoughts and ideas.

I’ve shared the common wisdom about how to use Twitter in past blogs posts. You know. The standard advice like:

  • Optimize your profile.
  • Tweet as often as you have a good reason to.
  • Interact with your followers and with individuals on other Twitter feeds.
  • Use visuals and links to recommended content when you can.

But let’s think about our reasons for crafting those 140-character messages. Why are you on Twitter (besides the fact that it’s there)? Here’s why I am.

It’s one of the ways I establish an online persona. Self-publishing—and that’s really what Twitter is—has made it possible for everyone to present themselves to the world without being interviewed for a newspaper article or taking out an ad. Anyone with an internet connection can be seen and heard (which is not always such a good thing, we’ve all discovered). Twitter has many rules and boundaries, but I like that about it. We all have the same opportunity to carve out an identity, to broadcast news and views that were previously limited to friends and business associates in meetings, on phone calls, at lunch, etc.

I learn things. Twitter is one of my daily news sources. I can read through my feed and absorb information about local, national, and world events in a way that’s different from reading a newspaper (which I still do, by the way). I can see what other people think is important, and how followers are reacting to that.

I “meet” people I wouldn’t have had the opportunity to otherwise. What more can you say? We’ve become so accustomed to having access to words and images from people around the globe that it’s hard to remember when we couldn’t. No one is choosing that content and placing it in a publication. We’re hearing it from the horse’s mouth.

I like its brevity. Twitter forces me to distill what I’m trying to convey in far fewer words than I would normally use. Many people use the freedom of the internet to bloviate at such length that you can hardly even follow their train of thought. Twitter makes us work at choosing words carefully.

I feel like I’m part of a community. Many years ago, a co-worker dropped a magazine clipping on my desk. It was written by a man who was listening to a symphony on the radio. He had his own recording of it and had heard it before, but it felt different this time because he knew that other people were enjoying it at the same time.

That’s a good analogy for the difference between keeping a journal and tweeting. We might look back at a particular insight we expressed or an article we saved in our own private journal. But like the man listening to the radio, it just feels different because you know other people can read it and respond to it.

It helps me further establish my business brand. No one has to read my profile to know something about what I do and what interests me. They can tell a lot from reading the tweets I post. I don’t try to sell on my Twitter feed, but I could. Some people have a knack for crafting a social stream that skillfully blends the professional and the personal. I would encourage you to work toward that kind of combination if you do use Twitter for sales and promotion. Your customers and prospects are looking for that. If they simply want product information, they can go to your website.

You probably share my interest, too, in getting feedback. Twitter provides that. I may not always like it or agree with it, but I don’t post online just to “hear” the sound of my own voice. Comments, retweets, and all of the opportunities for learning and interaction that Twitter provides enhance my ability to do my job well. And that’s a good reason to be active on it right there.


Can Good Customer Service Help You Sell?

September 28, 2016

In a word, yes. If you’re using your social networks wisely.

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Every business gets complaints, through a variety of channels. If you’re a big enough company, you probably have a dedicated customer service phone number. Maybe you can only staff an email address. Depending on the nature of your products, you may deal with individual customers face-to-face. And there are still people who take the time to sit down, write a letter, and dispatch it through the U.S. Mail.

But are you using your social media channels effectively to support your customers? Some small businesses don’t want to open the floodgates, so they forego taking this route. Your customers, though, will take note of this. If you make it difficult for people to register complaints, the problems don’t go away. You’ve just given your buying public one more ax to grind.

So consider finding ways to make yourself as accessible as possible. These days, it’s practically a given that you’re available online, primarily through Twitter, but you may be able to set up a suitable customer service presence on Facebook. Customers who have a bad experience with one of your products or services won’t necessarily write you off – if they feel their concerns were heard and addressed. And that can translate into repeat purchases.

Here are some suggestions.

Todd 060915 image 2Make the most private venues the most accessible. Do you prefer that people call or email? Then make that information and those links stand out on the Contact Us and Customer Service pages of your website. Do acknowledge that customers can also reach you through social media, but don’t make those addresses as visible.

Create separate accounts for customer service. Your primary accounts will likely consist of your company’s name. Your customer service account names should contain your company name and words like, “help,” “support,” or, “customer service. This is an absolute must. You want to keep one access point available simply for your own marketing purposes and for general comments from the public. Don’t mix the two. If you put your actual account names/handles on your websites, business cards, etc., make sure to indicate which should be contacted for support (even if it’s ridiculously obvious).

Divert conversations to private areas whenever possible. Both Twitter and Facebook have private messaging capabilities. You could, in fact, ask that individuals with complaints use those first. But not everyone will. So when someone leaves a public message that you’d like to take private, write a tweet or post acknowledging that you received their tweet or post, and ask if there’s a way to communicate off the main site. You don’t want the audience to think you’ve ignored that tweet or post

Note: If someone posts a common question, it makes sense to answer it publicly where appropriate. You may save others from having to ask a question that’s been answered.

Make sure that all of your staff involved in social customer service understand their duties and responsibilities precisely. You don’t want some messages to get answered twice and others not at all.

Todd 070116 image 1Be as timely and as personal as you can. This goes without saying. If you’re understaffed and/or overtweeted, you’ll have to decide for yourself which approach is better: a quick, canned acknowledgement with the promise of an eventual personalized response, or a delayed answer.

I can’t tell you how you can quantify the ROI you get from assigning resources to social customer service. I’m not sure anyone really can. But if you commit to this, give it your absolute best effort. Or stick to email.



7 Ways to Diffuse Negative Feedback from Customers

September 21, 2016

Their complaints may have varying degrees of merit, but your customers are more likely to remain your customers if they can air their grievances.

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With everything that’s going on in our world these days, I’m trying to go out of my way to just plain be nice to people, especially when they don’t expect it. Letting cars merge in even when I’m in a hurry. Holding a door open a few seconds longer to accommodate someone coming behind me. Being especially courteous to service workers – even when their own demeanor is less than pleasant.

These things don’t cost me a dime, and they don’t cut into my day in any significant way. But, like someone wise once told me, you never know what impact you’ve had on someone’s life. You might be brightening a stranger’s bad day with a little unexpected kindness.

This isn’t being a pushover or a Pollyanna. It’s common courtesy, something that isn’t practiced as much as it used to be. And depending on how my own day is going, it’s harder some days than others.

I try to maintain this attitude with my customers, too, whether I’m responding to an email or a phone call or a post on social media. Here, too, it’s easier some days than others. But I know that the way I respondTodd Martin 042114 image 1 to negativity has direct bearing on the issue’s outcome. So here are seven things I try to keep in mind when a red flag goes up.

I read each communication carefully. Then I go over it again. If it’s something that triggers a negative reaction in me, I put it aside – but not for long. With all that we have to read these days, it’s possible to skim over something and not completely grasp what’s being said. So I make sure I understand the email or tweet or whatever.

I reply as quickly as is possible. That doesn’t always mean immediately. If I hope to manage my time wisely, I can’t keep stopping and starting when I’m in the middle of a larger task. So I don’t look at emails or Facebook frequently during those periods because I know I’ll get sucked in. Your customers can’t expect you to be monitoring your communications channels constantly, and will understand if they don’t hear from you right away.

I admit when I’m wrong. It’s amazing how the phrases, “I’m sorry about…” and “We apologize for…” can diffuse an otherwise unpleasant situation that could escalate without those simple combinations of words. Sometimes, that’s all my customer wants to hear. Even if there’s some kind of action I have to take, that initial admission of fault on my part starts that process off on the right foot and can soften my customer’s reaction.

I listen carefully if it’s a phone or face-to-face conversation. I can tell when someone’s not really listening to me. Instead, they’re formulating their response before I’ve even finished my comments. I try very hard not to do this to my customers, though it’s natural to start thinking about how I’m going to reply. But it’s important to get the whole message, since sometimes the main point is wrapped up in the last sentence. A few seconds of dead air aren’t going to hurt, and your customers will appreciate that you actually heard them.

I take whatever action I can. Good listening skills go a long way toward keeping customers happy. Sometimes, all they want is to be heard. But I try to follow up and fix what I can fix as quickly as possible.

Todd Martin 062615 image 1I know when to fold ‘em. Unfortunately, there are folks out there who just want to stir up trouble. It’s not too hard to identify them. If you’ve been involved in social media for a while, you’ll be especially good at recognizing them. If someone wants to start a flame war online, tell them politely when you’re withdrawing and why. If you have a hot customer who may have a valid gripe, try to take it offline or to some kind of direct message.

I use my CRM application to document many kinds of customer interactions. This is one of the 10 best benefits of using a Customer Relationship Management solution. Besides the fact that I can check in on social media streams without leaving the software or website, I can keep good notes on especially good and bad communications right in the customer’s profile. That way, I can quickly see what’s happened with a given customer in the past – as can anyone else who has permission to view parts of my content.

Do I always succeed in my attempts to diffuse negative situations? No. I’m human. But of all the skills we as salespeople need to have, this one can go a long way toward retaining customers.



Website Visitors Vanishing Without a Trace? Improve Your Registration Screens

September 13, 2016

Don’t let leads slip away without being introduced to you. Make it easy for them to register.


We’ve all been there. You come across a website that sells products or services that you think you might be interested in someday. Or maybe you see a white paper or ebook that looks intriguing. You decide to give up personal information about yourself so you’ll be placed on a subscriber list and receive information about new offerings, special sales, etc.

But the process of registering is so onerous that you bail halfway through. The company just lost a prospect simply because it didn’t follow a few common-sense rules about soliciting information from visitors.

Now take a look at your own website. Are you guilty of some of these infractions? Do you:

  • Ask for too much information? Number one rule. We all know that it’s possible—easy, sometimes—for other individuals and businesses to learn a great deal about us through simple web searches. But only ask for what you absolutely need. Requesting more is requiring more time of your prospect and adding to their concern about privacy.
  • Make it clear what benefit(s) they’ll receive? You don’t need to write a whole page of glowing content about this. Keep it as simple as possible, but make it prominent enough that it can’t be missed.
  • Act reasonably when it comes to password creation and recovery? You’re not a todd-091316-image-2corporate intranet or a government agency. You sell products and services. Suggest some guidelines so that your audience knows you’re concerned about its privacy, especially if you offer the option to store credit card information on your site. But don’t make it overly difficult. Also, provide an easy path to finding and/or resetting lost passwords.
  • Reassure your prospects by telling them how the information they enter will be used? Don’t hide your privacy policy in a link using 6-point type at the bottom of the screen. Some sites insert a, “Why we’re asking this” box, or a link to an explanation.
  • Leaving your leads hanging by not pointing out errors in their form completion? I’ve been really irritated when I get a message saying that a screen had data entry errors, but I have to guess what they are. If prospects have to be very precise in order to have their information processed and accepted, make sure that it’s easy for them to know what needs to be corrected.
  • Insisting that everyone fill out every field on every screen? Consider offering a guest registration that doesn’t require so much information. By doing so, you’re telling your audience that Yes, you want their business, but you aren’t just trolling for leads.
  • Make it easy to return to your prospect’s previous browsing? I’ve been dumped out of registration processes after completing all of the fields, only to find that there’s no good way to get back to where I was. I shouldn’t have to open a new tab and enter the site’s URL again. It looks sloppy, and it irritates potential customers.

Some of these things may seem minor enough that they wouldn’t deter a determined prospect. But they can. Why take a chance on losing what could be a sure sale? Make your website registration process as seamless, polished, and trouble-free as you possibly can.

Stock images courtesy of




5 Business Blog Faux Pas

August 23, 2016

You’ve invested time and energy in a blog for your business. But are you making some of the most common mistakes with it?

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I don’t like to use the word “mistake” when it comes to creating an online presence. What doesn’t work for one company may serve another well. There are no real rules for success, no magic formulas.

But I’ll share with you five of many unwritten “rules” (again, I hesitate to make it sounds so cut-and-dried) of good blogging. Only I’ll do it in reverse. Here are some of the things bloggers do that can work against them.

Disclaimer: I don’t use this blog space to advance my own business goals. I write these posts simply to pass along sales, social media, and CRM management advice that I’ve picked up over the years. I’m not providing a good model in terms of visual layout and frequency, but I do give it my all when it comes to my words here.

So here, in no particular order, are some of the things that keep bloggers—even those who work hard on their content and presentation—from getting the results that they could if they made some simple changes.

#1: They hype their companies’ products too much.

Selling is for your website, though you should be selling one thing on your blog: yourself. Blogs are great outlets for establishing yourself as an expert in your field, which reflects well on your brand. They’re not showcases for your products and services, though you should certainly provide links to your main website on every page.

There are times when your company’s offerings may be brought into a discussion. It’s certainly all right to do a brief announcement when your company has a major product release. If a reader asks you directly about something you produce and/or sell, of course you should respond. But always direct the audience to your website for all of the details.

#2: They post text block after text block, with no variety of content types.

Your blog is the one place in your world of online engagement where you have absolute control over what appears there. So use this opportunity to get something on that page 3-4 times a week. You don’t have to create a lengthy discourse every time. In fact, you shouldn’t. Break up those paragraphs of content—a format that is perfectly appropriate for some topics—with other presentation types.

Can you say the same thing in a Q&A or FAQ? Do so sometimes. This short attention span world loves those. Is there a cartoon or photo that says something you want to express, an idea or concept that’s related to your industry? Is there breaking news about your type of products and work? How about audio and video – can you use those well?

#3: They don’t spend enough time polishing titles.

You have about 10 seconds—max—to grab your audience’s attention. You’ve probably heard this before, but I’ll reinforce it: Your title is critical. It doesn’t have to be particularly clever (though that doesn’t hurt), but your potential readers need to know how they’re going to benefit from reading the actual post.

#4: They don’t mind their Search Engine Optimization (SEO).

Getting found is the name of the game. And for that to happen, you do need to do your research and learn about keywords and their placement if you don’t already have a good understanding of SEO. If you have a link to your blog from your website, which you should, some people will find you that way. But you also want to attract people who don’t know enough about you to visit your website.

#5: They give up too easily.

When I first started studying up on content marketing, I remember reading that it could take six months to start seeing results. Six months?!, I remember thinking. I know now that that may be a conservative estimate. Know that it’s likely you’ll be plugging away for a period of months without seeing much return.

But keep at it. Make your content creation fit into your week, knowing that it’s not a moneymaker – yet. Your persistence may well pay off.


Is Contact Management Dead?

August 12, 2016

Nope. It lives on in CRM solutions. Is yours doing the job?

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“Contact management” used to be a thing. It was the basis for numerous desktop software products. Salespeople (primarily) used them to maintain databases of contact records, track meetings and other scheduled events, and store notes about interaction with customers.

Those databases of contact records consisted primarily of, well, contact details. Addresses and phone numbers and any other pertinent information gleaned through relationships with customers. They required constant updating. Even then, their “knowledge” was limited to what the user entered, and no more.

You know what I’m going to say next because I’ve written about this before. Today’s Customer Relationship Managers (CRM) are the old contact managers on steroids. They’re either entirely cloud-based or a hybrid of desktop and web. And like the name says, they’re designed to help you define, track, and improve your relationships with your customers. And to be a more successful salesperson.

Detailed, Thorough Overviews

Are you using a CRM solution? If so, you know what I’m talking about when I refer to the customer profile. Other types of software/websites might refer to this as a customer record. It’s similar to the contact detail section in the old contact managers, but address/phone/email is a minor element of the content.

See if your current CRM system does all of this. If not, or if you’re not yet using one of these essential sales tools, look for these profile features once you start shopping around.

A central dashboard. You might call this a home page. It’s simply the first thing you see when you log in to your CRM software. The specifics vary depending on what you’re using, but the best systems are highly visual and easy-to-digest, containing information like:

  • Your progress. Where do you stand in terms of your target goals?
  • Your past-due to-do’s. Do you have overdue tasks? Have you missed close dates? Are there opportunities that need to be moved into the next stage?
  • Your activities. What calls and meetings are on your schedule? Other tasks? Your CRM solution should centralize your reminders.
  • Your action items. Do you have new leads? Cold accounts? Opportunities that aren’t going anywhere?
  • Your history and future. What were your recent successes? Where are you on the path to future ones?

Comprehensive contact management. If you have email addresses for individuals or URLs for companies, you should be able to enter them and have your CRM system automatically search the web for any contact—and other—details it can find. The best software even pulls in activity streams from your contacts’ social networks.

Once you’ve created a profile, you should be able to see everything related to the individual or company within that one view — tasks, opportunities, notes, email, etc. Adding new entries should be a simple operation.

Integration with popular email clients like Gmail. It doesn’t make any sense to have to leave your profiles to send and receive email, since so much of your customer-facing work involves online messaging.  

An audit trail. That’s what accountants call it, anyway. This is simply a continual log of changes made to the system, and by whom. And when.

Document management. You know that you have mountains of documents to manage in your job, so it goes without saying that they should be easily incorporated from wherever they reside (Google Drive, Dropbox, etc.) into your CRM solution.

A customizable framework. Businesspeople demand customizability in any kind of productivity application, and CRM systems are no exception. The best solutions let you make numerous kinds of modifications to your working screens.

So, no, contact management isn’t dead. It’s just more dynamic, visual, and comprehensive than ever before.

Stock image courtesy of

Just the Facts: Creating a One-Page Marketing Plan

August 3, 2016

You don’t have to create a lengthy tome to spell out your marketing plan. These days, briefer is better.

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Your company, large or small, probably created a business plan when it launched. If it didn’t, it’s not too late to develop one. You can read a book or use a template to understand what should be included. One of the best resources comes from Palo Alto Software, which started selling business plan software a couple of decades ago, and now hosts a website whose information can get you started.

If you were employed by your company when its plan was formulated, you probably had a hand in the section on market definition and analysis, and marketing strategy. Whether or not you were, now would be a good time to dust off your business plan and focus on that section.

Why? To condense it. Edit it. Update it and hack away at it until it’s been boiled down to one page.

Why? Because today, the average attention span of human beings has dropped below thatTodd 080316 image 2 of a goldfish.

Why? I think you all know the answer to that: the internet and social media. We’re used to getting our information in small, quickly-digested bites now. By condensing your marketing plan to one page, you’re increasing the likelihood that it will be read in its entirety by your potential audience, which probably consists of:

  • Your chief decision-maker (CEO? President? Founder?),
  • Your sales staff,
  • Consultants or contractors or any other internal or external parties who contribute to your marketing efforts, and,
  • You. The biggest reason to create a one-page marketing plan is that it’s short enough that you can practically memorize it. You probably don’t have a copy of your comprehensive business plan sitting on your desk, waiting to be picked up and read. But you can laminate one sheet of paper and tack it to your wall, consulting it when you’re having one of those What-the-heck-am-I-doing moments.

Todd 080316 image 3If you don’t have a marketing plan or just want to start fresh, here’s what I would recommend including. Provide answers to these questions. And for the sake of brevity, follow Twitter’s character-limit guidelines.

  • What are you selling, and why?
  • Who do you think will buy it, and why?
  • What are your three most critical goals over the next 12 months?
  • Who else is selling what you are, and how are you different?
  • How much will these marketing tasks cost?
  • Who’s going to do all of the work?
  • How will you know if you’re succeeding?

Once you’ve answered all of these questions (and learned more about condensing your own writing than you ever thought you’d want to), go back to the top of the document and write an overall summary of the rest of the document (you can go over the Twitter limit for this, but not any more than you have to).

Wanna know a shortcut/practice tool? Look back over the last year and write a marketing plan for what was already done. You may be able to tweak that and use it for the next 12 months. And keep tweaking. Like a business plan, a marketing plan is a living, evolving document.


Selling CRM to Your Boss, Your Team – or Yourself

July 18, 2016

Not yet using a CRM solution, or having trouble interesting the boss or your team? Here’s some ammunition.

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Finding the right software or web-based solution for the office can be a challenge – especially when it’s going to require an ongoing financial commitment or a significant outlay of cash at the start.

If you’re working on your own or you’re on a sales staff that is not using a CRM application (or is using the wrong one), you may be losing business because you don’t know:

  • Who your customers are,
  • Where your customers are in the sales funnel, and,
  • What you should be doing every day.

Yes, it’s that important.

I’ve been using Customer Relationship Management applications (CRM) for over two decades now. And I can’t imagine being able to function without one as a salesperson any more than a writer can do his or her job without a word processor.

Here are some of the objections you might be getting, and the reality behind them:

Todd Martin 062615 image 1We already use Outlook for mail and scheduling and contact management. What more do we need?

Outlook is great. Many professionals live in it. But it is not designed to build and track customer relationships.

They’re too complicated. We don’t have time to choose the right one and learn to use it.

Simply not true. Web-based sales solutions have come so far in 20 years. It is true that users will have a learning curve of sorts, but if you’ve never seen one of these applications in action, you can’t understand how intuitive they are. You’ll want to spend some time together—as a team—learning how and when to use it. If you’re working alone, these applications have lots of online support to get you started.

Our team will spend too much time monkeying with updating the application and lose valuable selling time.

You may be thinking of the old desktop-based contact managers. That objection had some validity where they were concerned. The software wasn’t smart enough or connected enough to know anything that you didn’t tell it. You had to type in all of the information that made up contact profiles. Take copious notes every time you “touched” a customer. Todd Martin 071715 image 2And depending on the reliability of your office network and the networking capabilities of the software, sharing information with everyone in the company who needed it may have been problematic.

Many salespeople got data entry fatigue, finding that they were spending more time updating their records than cultivating customers.

Today’s CRM solutions have excellent flexibility, connectivity, and smarts. Thanks to the internet, a lot of the details you have to track can be found and pulled in automatically. You will still have to document your interaction with customers, but there are tools built in to help you do so. A good CRM application will help you create comprehensive profiles and share select subsets of those profiles with departments or individuals who need them.

We don’t like the sharing aspect of CRM applications. Customer service doesn’t need to see our meeting notes and personal information about customers. Production doesn’t need to see a customer’s purchase history or their credit limit. And the boss doesn’t want to risk having any of his or her input seen by practically anybody.

Security has always been—and will always be—an issue with networks. And the internet is the biggest one of all. What I can say is that the developers of CRM solutions are more concerned than even you are about the safety of their sites. They follow state-of-the-art security protocols and they build in tools to help the administrator assign strict access rights to all users.

Todd Martin 011915 image 1Can’t we just spend more time learning about our customers by following them and interacting with them on social media?

That’s one of the biggest selling points of CRM solutions. The best ones actually provide ways to see customers’ social streams from within the application itself, isolating the posts and tweets and updates that are pertinent, the ones that tell you something about who the customers are, what their problems are, what interests them, what annoys them, etc.

Don’t give up on the whole idea of Customer Relationship Management websites because of the objections you may hear from individuals who probably don’t know as much as you do about the benefits — or who have had a bad experience with a particular site. See for yourself. Look around. Take advantage of free trials and/or get demos. And let me know what you find.








Make New Friends – But Keep the Old

July 1, 2016

One is silver and the other’s gold.

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If you’ve ever had a daughter in Brownies or Girl Scouts, you probably remember that song. That sentiment—reach out to new people, but cherish your long-time friends—could apply to your relationships with your customers. Besides the fact that it’s much more expensive to cultivate a prospect than it is to keep a customer, it’s just good business practice and good human relations. Be good to your existing customers.

How do you do that? Here are some things I’ve tried that had varying amounts of success.

Treat the honeymoon period with care. Start off on the right foot with new customers. You don’t have to send flowers, but do send a handwritten note thanking them for their business. Make sure that the order is correct and packed carefully and smartly. Consider a one-time shipping upgrade. If you have hundreds of customers, not all of this may be realistic, but try to at least do the handwritten note part, or have a standard little packet that can be slipped in with that first shipment addressed specifically to new customers.

Keep educating customers throughout your relationship. Your products certainly come with easy-to-understand instructions (if required). Don’t let your education efforts end there. If you don’t already, create and post content like:

  • General use directions, for those who threw away their original instructions.
  • Troubleshooting (point them to an if-all-else-fails phone number or email address).
  • Case studies. How have your products and/or services improved the personal and professional lives of your other customers?
  • How do your customers know when it’s time to upgrade a product, get a refresher course, etc.? Write some content about this.
  • FAQs. I always gravitate to these on websites, and I imagine a lot of people do. Keep your questions and answers short and to the point. Save your lengthy exposition for ebooks.

Be sociable and helpful on social networks. I’ve talked about “social selling,” before, about how it may be good in theory, but I believe it’s unrealistic and often not fruitful in practice. But do find the experts in your field and follow them on Twitter and LinkedIn. If there are forums that deal with your industry, evaluate them and participate if they look good.

Make sure that your own social streams and blog are kept up-to-date. You look shaky if they’re not. Comment on comments. As I’m sure I’ve said before, your social activity should do two things: Establish you as an expert and establish you as a human being. It’s possible to do both, but avoid being overly familiar with prospects.

Do unexpected follow-ups. Customers are accustomed to being contacted at regular intervals, like after a purchase, on their birthday, near seasonal discount time, etc. Surprise them once in a while and contact them out of the blue. Lay in a supply of inexpensive promotional items and drop one in the mail with your business card when you haven’t heard from them for awhile. You might include a link to an ebook or some other helpful resource. Don’t try to pitch them; just let them know you thought about them. You never know what might trigger a sale.

Create exclusive sales events. And make them truly exclusive. Nothing like inviting customers to a “special” sale, and then having them see the same prices on your website.

Bow out gracefully. If you have a customer that’s so screamingly dissatisfied with your products or services that they send an email or call and say they’ll never darken your virtual door again, acknowledge their exit. Thank them for their patronage, apologize (if something was indeed your fault), and tell them you’ll be glad to see them again should they return. Get them off of your frequent email list if they’re on it, and make sure the sales team is alerted. You can occasionally—gently—let them know you’re still there, but give them a chance to breathe.

Every business welcomes new customers, and you should certainly put forth a lot of effort in cultivating them, but take—at least—equal care of your faithful buyers.

Has Your Mailing List Grown Stale?

June 15, 2016

It’s probably on your low-priority list, but maybe you should bump it up a bit.

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I recently looked up the phone number for a family that lived across the street from mine when I was growing up. I was startled to learn that it was the same as it was…well…quite a few years ago. Their area code had changed because of population growth and shifts, but the main number was the same as it was in the…well, 20th century, at least.

We’ve all had to do a lot of editing in our paper or electronic address books because of cell phones, a mobile workforce, and ever-changing email addresses. And that’s just your personal mailing list. What about the one(s) you maintain for work? When was the last time you combed through them?

I saw a study recently that I can’t put my hands on right now, but it reported that more than 20 percent of the entries on the typical business mailing list become obsolete every year.

Old Mailing Lists=Bad Things

You probably learned about some of the changes through email bouncebacks and returned paper correspondence. But you undoubtedly still have many contacts on your lists that have changed jobs or email addresses that you don’t know about. This can cause several kinds of problems. For example, if your contact at a given company has moved on, his or her replacement may still be getting emails and paper correspondence addressed to someone else, which may be getting tossed or deleted.

That individual who moved on may have taken at a position at a company  that would be happy to do business with you, but your missives aren’t getting through anymore.

Old mailing lists can just make you look bad. Careless. Out of touch. And they can rob you of potential sales opportunities. So follow up when you get a bounced email or returned mail. If a previously regular customer has gone silent, send a friendly handwritten note. Consider doing an opt-in campaign–offer something of value here, like a webinar recording–so you can start fresh.

Filling in the Gaps

Some of the individuals and/or companies that you remove from your list simply aren’t good prospects anymore. So at least once a year, you should be editing your mailing lists and adding on to them. Here are some ideas for doing that:

  • Go over your Facebook page thoroughly. Is there any easy way for visitors to add themselves to your mailing list? Add a Call-To-Action (CTA) button at the top that leads them to a simple sign-up page. Lengthy forms are a turn-off.
  • Make sure your blog has a clear CTA button, too. And make your content make your visitors want more.
  • Do you attend trade shows? Have a drawing to give something away, but require email addresses to enter.
  • Really push your opt-in on your website’s home page.
  • Let prospects earn a one-time discount on purchases by signing up.
  • Are your social sharing buttons everywhere? They should be prominent.
  • Be human and personable wherever it’s approriate in your online content. Be someone that people want to do business with.

You get the idea. You could probably add five more of your own in the next five minutes. Attract the right prospects and customers with value, quality, and the possibility of solutions to their problems, and you’ll find yourself with a more fruitful mailing list. Until next year.

Stock image courtesy of