CUSTOMER MARKETING

Business Computing Tips
By Karen Fainges

Marketing is the process of working out what to sell, how to sell it and to
whom. Customer Marketing is easy. It means talking to your customers about
what to sell, how and to whom. Whether it is by e-mail, snail mail, phone or
fax it's important. E-mail is the cheapest, but be careful of spamming. Only
write if it is about something if your customer would really want to know
about it. And be honest with yourself. Are you writing for them or you?

Market research lets you know what your customers want, how much they want
to pay and when where and how they want it. So how do you do research? Ask
them. Here's an example. Say, "I'm thinking of changing the delivery times".

If there is a problem, they will often immediately jump in with, "Oh good
idea, that Thursday delivery has always been a problem." You may have been
thinking about new boxes but don't miss the chance to improve. The main
thing is to ask the question and then shut up. Don't talk. Definitely don't
argue. Just listen. It's not easy to do, but the more you practice, the
easier it gets.

Follow up is also important. When was the last time you thanked a customer
with a card or note? If they bought gum, probably never. But if they have
been buying gum for six years, maybe you should.

There are many times to talk to your customers. Try it now.

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know who wrote it.
Karen Fainges holds a Bachelor of Business, and a Grad. Dip. of Vocational
and Educational Training. A tutor for all ages, she specialises in helping
people get started on the long road to technology. "It has to be practical,
it has to be cheap, and it has to work."
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