Sometimes it’s what you don’t know that will help you make your business thrive and grow. What you don’t know might even cause your business to fail. How do you go about finding out what you don’t know, and whether it’s good or bad?
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While not every business has a website yet there probably isn’t a business owner around who isn’t thinking about it. Many businesses do have websites and some of them probably regret it. Why, because they’ve made two very common mistakes.
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We’re all doing it — tightening our belts, cutting back on expenditures and finally thinking about paying down our credit cards. But that doesn’t mean we’ve stopped spending money. We still need goods and services but now we’ll think a little longer about our purchase decisions and we’ll look for the best deals.
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Unless you are in retail, in which case December can be a flurry of activity, many businesses view the last month of the year as a bit of a “half-month.” With so many minds on the holidays, personal plans, time off and year end tasks it is easy to let the month be absorbed by these concerns. Even if December does come with its share of distractions, there is a great opportunity to connect with client, suppliers and partners and solidify those relationships.
With somewhat uncertain economic conditions ahead, strong relationships are as important as ever. From maximizing sales to your current clientele to establishing credit arrangements with vendors, these relationships can be a huge asset when times are tight. Simple gestures of acknowledgment and follow up can go a long way in maintaining top-of-mind awareness and appreciation. While these should be attended to year-round, the holiday season is a convenient time to make some extra efforts.
Here are five points to consider when choosing a client relationship program during the holidays and so on:
1. Who qualifies for the program?
You will need to set some cut off points or qualifiers to identify which clients, vendor or other parties will be included in the program. Obviously lower cost items like greeting cards can be extended more widely, where you will be more selective with larger items such as clocks, USB drives and the like. You might consider a tiered program plan to allow some contact with all parties but particular reinforcement for select individuals or companies. This planning will also help assess your quantity needs for the ordering process.
2. What is your total program budget?
Having identified your target group you should assess a total budget in order to guide item selection and to ensure your allocated funds will cover the group for the desired timeline. For example, you want to avoid exceeding your budget for a year long program mid-year due to poor item selection.
3. Who is your intended recipient?
Consider who these people are. Are they business executives who would appreciate a portfolio case? Or are they specialty retail shoppers that would prefer a technological gadget of some sort? Do you need to supply gender specific options or a neutral item of mass appeal? By considering your audience you will ensure maximum perceived value for the expenditure.
4. How will the items be distributed?
If they are to be mailed out, you will have to allow time and budget funds for distribution. If they will be delivered with orders, how will this affect your fulfillment process? Carefully consider the logistics of the program to ensure timely execution and avoid boxes of unsent product.
5. What follow up will be executed?
Any marketing effort should be tracked for effectiveness. Will your staff be instructed to confirm the item was received and solicit feedback? Is there a way to drive traffic to your web site using the item to allow you to track response? You should always be conscious of the ROI on any program, including corporate relations programs.
Sundial offers a wide range of options to accomplish this goal ranging from simple customized greeting cards, to branded corporate gifts to fit any budget and promotional printing for staff parties, in-store events and so on. Contact us to review your goals and audience and our staff will be glad to assist in reaching out to the people who help make your business a success.
Sundial’s founder Ben Block was profiled in “The Edmontonians” annual feature “Sizzling 20 Under 30″ this September. Featuring 20 up and coming Edmontonians under the age of the 30, Ben was selected for his work in business (at Sundial of course), volunteer role at Snow Valley Ski Club and on-going pursuit of a law degree at the University of Alberta. Not one to be in the spotlight, Ben is a little shy about the whole thing but very appreciative and honored to have been selected. The other individuals included are all very successful for their age in fields ranging from business, art, athletics, design, community service and any combination of these areas and are certainly only beginning a series of achievements.
Sundial wishes all the “Sizzlers” a big congratulations and best of luck in the future!