by: Tim Dolan

As many businesses experience a downturn in sales volume due to poor economic and social conditions, those who can rapidly adapt to the market are going to reap the benefits of increased sales. The methods by which your goals are realized are as varied as your customer base. Today, as the Internet grows toward adulthood, it’s time to re-evaluate old strategies and move forward into the present day.

Your initial point of connection should be with present clients/customers. These are the people that know you and know your product. Develop your lists and promote electronic methods of data collection. Finally, after over 15 years of unchecked Internet regulation, stricter new FTC rules are now in effect. The “wild west” days of open spamming and unsolicited emails are now being held in check and will eventually be eliminated. The same regulations which are helping to control spam also require verifiable data (e.g. physical address/phone numbers) on each solicitation and website.

I feel that this will be great news for legitimate businesses who are often competing with and being abused by scammers in countless forms.

While US Mail may be your connection at this time, it will be much less expensive to develop an electronic relationship. This not only allows you to automate your messages, but to promote new products and events with no time lost. Think of the time lost from the copy development through the printing and distribution process. It takes months for you to ascertain the return rate on direct mail. Ask yourself how much is spent on postage, printing and handling?

Electronic processing takes minutes to mail and response can be immediate. A weekly newsletter connection is entirely possible.

How can I take advantage of direct email?

You must follow all new FTC regulations that are currently in place. Your customer list must “OPT IN” to your solicitations. The preferred method is “confirmed opt-in” where an email is sent to the given address to initially confirm registration. The subscriber must be able to just as easily “OPT OUT”. Work carefully with your Internet provider to ensure legal criteria are being met. Remember, the ISP’s bandwidth provider can pull the plug on them for illegal usage. Keep your sign-in form short and sweet. Asking for too many details can annoy and quickly lose a potential subscriber. There will be time for details further down the road.

TIPS:
Generate your own lists – Don’t buy them- Any list compiled and sold by another will be construed as Spam. Write a blog.- Subscribers can also be sent updates as they are written. Collect business cards from your own counter or a tradeshow offering a newsletter.

USE your existing customers . ASK for referrals. Give them some incentive to help you and continue to do business with you. (ala Frequent Flyer miles)

If your business is locally based, throw a party! Make connections in person.

Upsell to existing accounts with higher perceived value content. DON’T STOP MARKETING. If you become successful at one thing, try another keeping in mind the “Don’t put all your eggs in one basket” adage.

Generate strategic alliances

Allow products of a similar, but non-competitive nature to share your espace. Don’t over do it, but an occasional supplement to your message can earn you cash. (Companion programs)
Ask yourself, “Who has a product I can offer and conversely?” ” Who could be available to market my product and use my resources?”.

There are countless opportunities in this world. It takes time and wisdom to sort them out. However, if you don’t start somewhere, you will never achieve anything. Start Today.

Follow UP

How often forgotten…. the thank you, the acknowledgement of a sale, the simple “stay in touch” note. Customers are all human with emotions and needs. You need to feed and reinforce each and every one of those humans who have done business with you. This includes vendors and clients alike. Remember than a small gesture can reinforce the connection and grow it tenfold. It “cements the deal” and often produces many referrals. DO NOT IGNORE this step.