Get the golden touch
It’s a conundrum alright …
Call them too much and they might get annoyed or feel overwhelmed. They might ditch you and head off elsewhere.
On the other hand, if you hardly get in touch – if you hardly ever send any emails or messages – it could also mean them leaving you.
Being a pest doesn’t work nor does the silent treatment. So, what is the best rule of thumb when it comes to contacting your customers?
Keeping in touch with customers is a fine balance. You don’t want to overdo it and you don’t want to do it too sparingly. You have to find the perfect balance. You want customer touch points that set the right vibe and mood.
You need appropriate “touching”.
How to walk the fine line
Wouldn’t it be nice if there was a definite guide to pinpoint how often to email customers or when to call them?
If only it was that easy …
The best advice we can give is to keep testing. Experiment with “when to follow-up” during the initial “get-to-know-you” process.
Find out what works. Responses will reveal all.
If you are sending out weekly emails, try scaling back to fortnightly to see if there is a rising spike in open rates or an increase in activity.
If you’re seeing better results, try going monthly. After a few months, reassess. Determine which numbers were the best?
The right level of contact keeps things fresh
Your customer list can become obsolete if you do not get in contact regularly.
People move, people change phone numbers or jobs – there’s heaps of reasons why someone’s contact details change.
The sooner you realise something is amiss, the more likely it is you can follow up and refresh details before you lose your customer. So reach out and touch base. Catch up with old customers.
Chances are there is a good reason why they lost touch. Show them you care.
Also remember – everyone is different!
Meaning you cannot expect each customer to react the same way!
This might seem obvious, but you would be surprised how many companies treat all their customers in the same.
You might find that Grandma Jo likes to be contacted three times a week and via phone. She likes to be involved and loves to banter to you about your products and the All Blacks.
Her nephew, meanwhile, might only like to be in touch with you once a month and only via email. He never answers his phone.
But they both invest into your products and/or services equally. While calling Grandma Jo three times a week might seem a bit much, her commitment to staying in business with you should matter.
“Keeping in touch with the people that matter is important.” – G-Eazy, music artist
It’s not rocket science. Getting in touch with customers is a necessity. But you have to figure out what works for the both of you.
You might find what you are saying need adjustment to create a better response – and that’s perfectly fine. Like any good program, it’s good to refresh and/or update your messages.
Above all, keep your interactions genuine and informative.
Need help in developing your communication game plan with your customers?
Get in touch and we’ll help show you the right way to touch your customers. We’re just an email or phone call away!