4 Foolish Spring Training Moves
By Lora Ullerich / April 2, 2013
The Today’s Show Al Roker recently fulfilled a lifelong dream: donning pinstripes and playing ball with the New York Yankees baseball team. Roker traveled to Tampa, Florida to spend the day with the team for spring training.
Along with fulfilling a dream since childhood, Roker also received some dos and don’ts from the Yanks’ manager when it comes to spring training with the team. Just like athletes, there are rules that apply for small business owners when it comes to finding new customers. The following are four foolish spring training moves.
- It’s foolish to stop prospecting. There are times when you’re swamped. Other times you will be wishing more prospects would buy your product, service or simply browse your website. To avoid further dry spells, it’s always a good idea to send regular postcard mailers out. By doing this, you’re staying top of mind and also establishing a good connection with your customers and prospects.
- It’s foolish to keep outdated lists. The U.S. Postal Service’s National Change of Address says roughly eight percent of mail is undeliverable due incorrect addresses. In addition, a NetProspex study revealed that customer contact information decays two percent each month. So, in other words, if you’re using a list from six months ago, it’s likely the business marketing list is inaccurate by 12 percent. That’s why we always recommend companies download a new list for each mailing. We routinely update our business mailing lists and encourage customers to download a new list for each mailing to avoid inaccurate information.
- It’s foolish to have poor customer service. Despite the best-laid business plans, products and services break down, don’t work properly or otherwise are in need of repair. It happens. But just because something is broken, doesn’t mean customer service has to suffer too. It’s important to maintain professional, courteous staff that can be available to answer questions provide work-around solutions and just be a sounding board when customers contact the company to complain. By empowering customer care advisors, they can oftentimes calm disgruntled folks and often reassure them the product/service will soon be up and running properly.
- It’s foolish to not track where your leads are coming from. How do most people hear about your business or service? Which advertising piece is most effective? What telemarketing script gets the most appointments? If you don’t know the answers, then you’re not tracking where you leads are coming from. If you did, you would be tweaking what’s not working and do more of what is effective to finding new customers. If you’re overwhelmed with leads and what to do with them, check out this Small Business Marketing 101 webcast: Tackle Your Leads in 4 Ways.
What do you think? We’d like to know.