Ask yourself this, ‘How many points of contact does my business have with potential customers?’ You might be surprised to see how few there really are: a business card, your receptionist, your office or showroom, your website, an email flyer, brochure, a press release or maybe a sales call.
Now ask yourself, ‘Have you maximised the value of each one of these points of contact?’ What have you done to ensure that each one creates the most dynamic and favourable impression for your business as possible?
It is these points of contact (sometimes surprisingly few) that will influence whether you get the business. Are you sure you’re satisfied that you’re doing everything possible to influence that decision positively? How many of those points of contact are you potentially squandering? If there are only a few, their individual value to your business is significant.
Now consider how many points of contact you have with existing clients? Are there even fewer? Are they limited to an occasional phone call, an email, a meeting (maybe once a month), or just your invoice. Are you satisfied that you are maximising these opportunities to keep your customer’s business? Are you reminding them of their importance to you and demonstrating how much you value their continued business?
You should challenge yourself to study in detail every known (measurable) point of contact? What have you done to make the prospect or client feel valued, appreciated, respected, impressed or delighted? Consider how you will make a significant improvement in each point of contact with your prospects and existing customers.