Customer Communication – Why Most of It Doesn’t Work

I’m sure you realize the importance of regular communication with your customers and prospects. On-going contact is vital in maintaining a relationship that helps you sell new and add-on business.

I have analyzed the way most business owners and salespeople communicate with their prospects and customers. Here’s what I have concluded:

§       Communication is infrequent

§       Communication is inconsistent

§       Communication is almost always about the person doing the selling and hardly ever about the prospect or client

§       The intent of most communication is to try to sell something, not to develop or maintain relationships

When communication to prospects and customers is infrequent, inconsistent, self-centered and sales oriented, it is generally ineffective! Why?

• Infrequent and irregular communication gets lost in busy executives’ crowded “in basket” 
• Self-centered communication has little value to the recipient and gets ignored

Sales oriented communication is seen as an intrusion and without a solid “relationship foundation,” is ignored and even resented.

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