A few years ago, I had the opportunity to work with a company in a very competitive industry that was dealing with a huge problem even the most secure business can face if ignored.  Interested? It dealt with the way they were communicating with their customers.

In our first meeting, the marketing director made the statement that all of their communication with customers was negative. Complaints and concerns surrounded a variety of issues.  As we talked further, it was discovered that ALL communication was coming from the customer!  The company never initiated the conversation! Think about it.  Every contact with a customer begins with the customer writing a letter, sending an email or calling an 800 number inquiring about a concern or a question.  If you were a customer of this company and this was your experience, how would this make you feel? Simply put, their communication was purely reactive!

We implemented a simple solution. First, we recommended the company develop a personal touch approach to contact each customer expressing their appreciation for their business.  Nothing fancy, just a simple thank you to begin was all that was needed.  Next, add a little extra.  The company established a website with helpful tips and links specific to their industry that could be accessed by customers free of charge.  Again, just a simple concept to show their customers they were appreciated and valued.  The results were amazing.  Customers believed for the first time they were more than just a transaction.  They believed their business was worth something.  They felt as if someone was paying attention to them!

The point is clear.  Communication became proactive rather than reactive.  Proactive communication initiates interest in your company.  You are engaging your customers in your company and proving to them their worth.  If you value someone you want to inform them about the great things you offer. You want to communicate with them!  Reactive communication always responds to inquiries.  Don’t get me wrong, you need to answer questions.  I am simply saying this.  If all or the majority of your communication begins with customers inquiring about such things as “Do you have”  “Can you provide”  “I have heard about” “Why is this happening?”  Then I would submit to you, you could one day be faced with the same communication problem as this company. 

One key to always remember is this: Business relationship building is never one sided! One clear valuation of how your company is performing is to take a look at your communication. Ask yourself these questions.  Do you initiate communication with your customers to show them their worth? Is communication one sided in favor of the customer?  Do you have the attitude “Because I value your business, I want to tell you about…” or is your approach; “If they want to know about something, they’ll ask!”

If you are proactively communicating with your customers that provides information about all that you are and identifying opportunities to make their business experience the best it can be, congratulations you are doing things the right way!  Then you will experience the priceless value of proactive communication

Train Up!