February 2008 

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Tom Long, President
Solid Oak Consulting

 
Holding up Your End of the Relationship
 When your clients come back to your business again and again, it's because you have developed a relationship with them. Just like the personal relationships you have in life, your business relationships are built on characteristics like trust and rapport. Your clients know they can trust you and your company to deliver whatever it is they need, when they need it and how they need it – whether it's consistency, low prices or high quality. And, because of the trust they have in you, they know they can call you anytime they need something.

These relationships are a two-way street. You need and appreciate their business as well, so your relationships are mutually beneficial. Just as they enjoy the benefits of your product and/or service, you enjoy the benefit of their consistent and dependable business. imageAnd, loyal clients equal free and effective marketing. Some businesses exclusively thrive on word-of-mouth and referral business.

Many times, businesses build relationships without even realizing it. They just do what they do best – and the business comes in. But, as your business grows, it's important to examine your relationships with existing clients so you can 1) retain your existing clients, and 2) target new clients.

To start this exercise, visit your existing clients and simply ask them, "What is most important to you about the product or service we provide?" and "Why do you come back to us?" You already may know the answers to these questions – or you just may be surprised. Either way, it's important to know the reasons behind the relationships because they will provide you with insight you may not have otherwise. This knowledge not only will help improve your existing and future relationships, but your product and/or service will benefit, and you can more easily craft a clear marketing message.

For tips on building successful business relationships, please feel free to Contact Us.

Time to Check Your Marketing Calendar A few months back, we touched on the importance of keeping a marketing calendar. A marketing calendar, as you may remember, keeps track of your marketing weapons and shows the interaction and synergy between them.

Since it is the beginning of the year, take a look at your marketing calendar again and evaluate what is working and what is not, especially those weapons that have measurable results. If your weapons are not firing as effectively as you hoped, it may be time to shake things up a bit and try some new ammunition.

If you need assistance in evaluating your marketing calendar, please Contact Us.

Hello, My Name is ... Perhaps the easiest and quickest marketing tool, and probably the smallest, is your business card. This 3.5” by 2” piece of stock paper often is the basis of a customer's or prospect's first impression of you and your business, yet it is one of the most overlooked weapons in your marketing arsenal. Using your business card effectively as a marketing tool takes a little forethought and just a few seconds of your time.

Here are some tips:
  • Have your card printed professionally. Avoid do-it-yourself laser and inkjet printed, perforated cards.
  • Maximize space. It costs very little to print on both sides of a card, so consider using the back of your card as well.
  • Hand out two cards, or more. If you're giving a card to a client or prospect, why not give them two or three cards? Ask them to pass your card along to a friend or business acquaintance who may need your services. Don't just shake their hand, fill it with your card.
  • Mail it. With every letter you mail, mail one or two business cards. This keeps your name in your customer's hands and also the hands of future customers.
In addition to Under the Oak Tree, Solid Oak Consulting publishes Smart Business Matters, a quarterly printed newsletter, which is where the above information was first published. For more information on this newsletter, please visit our Web site at www.solidoakconsulting.com.


Helping Your Acorn Business Grow Into A Solid Oak™