Using Consistent Communication to Grow Your Business

Every company understands the importance of communication in growing their business. It is a part of our everyday work routine. Whether it is face to face contact, or through phone calls and e-mails, we are constantly interfacing with current customers or prospects. What many people do not understand is the importance of communicating on a consistent, continual, basis. This helps ensure the lines of communication do not break down.

The only thing worse than a customer that complains all the time, is a customer that never complains. Those are the ones that usually take their business somewhere else once a problem occurs. If you do not have a communication system in place that can measure customer satisfaction on a continual basis, you end up learning about these problems after it is too late.

Personal interaction still remains the best form of communication. To be able to hear and see your customer affords you the best opportunity to effectively meet their needs. If you have multiple customers you rely on for repeat sales, you probably need a sales force to call on them on a regular basis. This helps build a relationship that can monitor these needs. Face to face interaction, as well as phone conversations can also be used to generate new business with potential customers. The key to using sales personal to drive business growth, is making sure they are consistent in their approach and follow a sales call frequency that is appropriate for each customer. Problems occur when gaps in communication exist. "Out of sight, out of mind" is more relevant today than ever before. Customers are more likely to buy from companies they interact with on a regular basis.

Other effective forms of communication can be written letters, brochures and e-mails. Reminding customers of what you have to offer through a visual medium is another way to keep your company top of mind. Be careful not to rely solely on this approach, as it should be used to supplement personal interaction.

An effective communication system combines face to face interaction, phone conversation, and visual support. It is executed on a regular basis with a predetermined call frequency that ensures customer satisfaction. It is often best for a company to control these variables, rather the customer. You need to bring your message to your current customers and your sales prospects, as opposed to waiting for them to ask. Most times it is better to over communicate with someone. This often prevents opportunities from slipping through the cracks. The final piece of the system is a way to track all forms of customer interaction. Sales calls whether face to face or on the phone, should be recorded and reviewed. Responses to visual communications should also be recorded and reviewed. Results of these efforts, positive or negative, is the best feedback you can receive. This allows you to measure your progress and adjust your communication efforts accordingly. This also builds in the most crucial element to the whole process, consistency.