Spreading the Word: Why Email isn't Good Enough

We rely on the written word to express our thoughts, convey our message, share our specials and generally to do the work for us. These types of client outreach, whether the goal is to target existing customers or to drum up new business, are not always effective, or appreciated.

"Not once in my life have I bought anything from someone who sent me an email," said Jon Gainer, President of CampaignPros.com, an online producer of campaign signs and business marketing materials, "but, if someone calls to follow up after I have been on their site, there is a much better chance that I will."

Personal touch is the key. While a little more time consuming and often uncomfortable, the phone call eliminates the "delete" button. Plus, once you have the client on the phone, you can bring information out of them that might help you figure out other ways you can help. If you can get your potential client chatting about his or her business or campaign, you should be able to quickly identify multiples services or products you can offer.

Not only is the phone call more personal, it is also more unique. Today, candidates and business owners receive dozens, if not hundreds, of mailers, email blasts and faxes each month. Each correspondence looks about the same and offers nearly the same promotions. Sure, you can hire a graphic designer to create a fancy piece, print it on expensive paper and package it with sparkles and bows, but see what that does for your budget. See what your return is on this piece while it is taking up space in someone's trash can.

Simply put, you want your clients to believe that you have unlimited time to help them
out. Of course, you don't, but the time you put into actually speaking with your clients is priceless. It is to them and you will find that it is to you. It has been said that good service from a company is shared with 5-7 people while poor service is shared with 12-15 people. Do the math and you'll easily conclude that your personal relationship with customers will only benefit your bottom line. Your initial sale with a customer may be the only time they buy, but that customer will now tell colleagues that he "knows a guy." You can be that guy.

Wade Baffa, CEO of CampaignPros has been in the print promotional field for 8 years. He obtained a Bachelor's Degree n English/Journalism from Western Illinois University in 2000. He has a philosophy that business practice should be built around solid relationships between company and customer.