| Many small business owners know keeping in | | | | the year. In fact, the best time a small business |
| touch with their contacts is an important part of | | | | owner can send a greeting card is when there is |
| their marketing plan. However, all too often, | | | | no real reason to send a card! A card sent in |
| keeping in touch is a sporadic effort. Sending | | | | August will be remembered much more than one |
| birthday cards or an e-mail newsletter is | | | | sent in December. |
| something that can be done "later." The problem | | | | Savvy business owners know that phone calls, |
| is "later" never comes. | | | | personal visits and lunches are always appreciated. |
| Small business owners need to build a marketing | | | | The key there is to remember the marketing |
| calendar that includes when and how each person | | | | message when scheduling those calls or visits. |
| (or group of people) is going to be contacted. The | | | | Yes, having coffee with a long-term client is great. |
| best way small business owners can keep on top | | | | But be sure to let the client know that you have |
| of their contact efforts is to have some type of | | | | a great new product that can dramatically help |
| system in place. The system should be as easy | | | | him or her. Too often business owners get |
| and as automatic as possible. | | | | wrapped up in the social aspect of personal visits |
| There are many software tools you can use to | | | | and forget to ask for more business! |
| organize your contacts. Microsoft Outlook and | | | | The most important part of any system is using |
| Excel are great programs. With either of these, | | | | it regularly. If you are very busy, or have a hard |
| you can merge with Microsoft Word to create | | | | time working with schedules, you are better off |
| phone lists, mailing labels and personalized letters. | | | | delegating or outsourcing. If you have an |
| More sophisticated contact management | | | | assistant, that person can print letters, write |
| programs you can purchase include ACT! and | | | | e-mails, even sign Christmas cards for you. That |
| Goldmine. | | | | leaves you free to work on other areas of your |
| Marketing Tools for Keeping in Touch | | | | business. |
| There are a variety of different marketing tools | | | | If you don't have any help in your office, |
| small business owners can use to keep in touch. | | | | outsourcing is the answer. There are a number of |
| Here are just a few ideas. | | | | local and on-line services that help business |
| E-mail newsletters are a great way to | | | | owners with their marketing. Or, try using a virtual |
| communicate with a large group of people. There | | | | assistant. The marketing money you spend to |
| are a number of great on-line resources available | | | | outsource these routine tasks will be repaid many |
| for e-mail newsletter creation and management. | | | | time over with the new business you get. |
| Use e-mail newsletters to provide product | | | | Remember -- the key to a successful system is |
| information, announce sales, and promote special | | | | to have it automated as much as possible. The |
| events. | | | | less work you have to do, the more likely it is to |
| Real greeting cards (the kind that come in an | | | | be done on time, and the more likely you are to |
| envelope with a stamp) are great marketing tools | | | | get referrals! |
| to use at Christmas, birthdays and other times of | | | | |