You'd think the aforementioned rules of sales engagement would be obvious, but for some online companies, it's clearly not. I was reminded of this recently when I contacted a company about a product that was out of stock on their website, but available for "pre-order." The website offered very little information about how the pre-order process worked. Since I was interested in the product, I sent an email requesting more info (this site had no contact phone number--that should've sent up a red flag for me). After I sent my first email, I received an automated response that in no way answered my question, and didn't even indicate I'd be getting a real response anytime soon. To make matters worse, when I pointed out my question wasn't answered through this form response, I received a reply without a greeting, and only a short, rude note. Needless to say, no matter how much I liked the product, I won't be purchasing it from this online retailer.
The point of this post is to emphasize one simple rule all businesses (small or large) should keep in mind: good content (copy) is a sales tool, and you shouldn't skimp on it when interacting with customers off your website, either via email or even Twitter. This is especially true for small businesses just starting out. Treat customer communications not only as a situation in which you're obligated to answer questions, but as a valuable opportunity to sell your company and make me buy your product.
And for any business owner that thinks customer email interaction is a "waste of time," you might want to consider supplying informative and adequate content on your website to avoid a flood of questions via email later on.
I does seem so simple, but thru constantly looking at my content from the eyes of a customer...it isn't as easy as we would hope...it takes alittle bit of listening, planning and understanding the value every piece of content could provide a customer.
Keeping the "golden rule" at the forefront of decisions and "how would you like to be treated in this situation" may help busy-bee biz owners to slow down, think, plan and then act!
PSS...this includes me!
sheila b
Sheila,
Good, useful content takes some planning and listening, but it's worth it in the long term (happy customers is just one benefit, and it's a big one). I like how you put it, though--always keep the "golden rule" at the forefront of your mind during decision-making processes. It's definitely important to remember.
Thanks for your comment!
Sonja
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