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Casual Articles - The 5 C Principle for Developing Your Most Important Asset
Want to start a non-profit organization and not sure where to start? This is and can be a long, involved process and takes some time and consideration, least of which is to decide whether to go non-profit or for-profit, as (as ludicrous as it may seem) there are less regulations behind a for-profit than a non-profit.There are a few requirements that you will need to consider and these are as follows: Determine that you really need to start a non-profit. There is more regulation and administration work involved in a non-profit organization than a fo
One of the best business analogies I’ve ever heard compares businesses to boats.Small businesses are like small boats. The have the luxury of being quick to respond, controlled by just a handful of people, and communication is as simple as turning over your shoulder and saying, “Land ho!” On the other hand, they don’t have some of the luxuries that big businesses have. Big boats [businesses] are powerful, they have many redundant features – small breeches in the hull aren’t as threatening, and momentum goes anything but unnoticed.What big business doe
I hear that from contractors all the time. They’ve been in business for several years, have personally dealt with a couple of hundred people and have them listed somewhere—on cards in a box, in an old rolodex or in their accounting software.
They suspect they are a good source for additional work and they know deep down that they are at fault for not contacting them. One contractor proudly exclaimed to me, "They don’t want me to contact them Joe, I’ve already taken all their money!"
In the sales and marketing world we now live, that philosophy is short-sighted if you want to do business on a regular basis. Clients have to give you permission to contact them. From "do not call" lists to spam filter software and delete buttons, all the traditional methods of getting in touch with prospects has changed. The prospect now has the power to decide whether or not he will communicate with you.
Most contractors already know this; however they usually won’t approach the subject until their business slows down. They wait until the situation is desperate enough to contemplate a new advertising program or any type of marketing.
How do I contact these people and what am I going to say? When trying to help contractors with the “How and what” of contacting your client database, I suggest the "5 C" strategy of maintaining, managing and marketing to your client database. Follow these principles to acquire a group of happy, referral-giving clients.
Commitment—This is not a one day project. This task needs commitment from the owner over a long time, (ideally as long as you’re in business) as well as all members of his staff (including field staff). Do not over-delegate. Be engaged and follow the plan yourself and stay involved with the process. Show you are committed to the plan by actively participating. Your employees will see sincerity in your actions. Your clients will be delighted with your attention and consideration.
Communicate—Start with your most recent contacts first—people you have done business with in the last month, last three months, etc. I suggest phone calls and e-mails, with repeat contact if no response. Send postcards/letters for clients that you haven’t contacted for a couple of years. Tell your clients the truth. You’re trying to reconnect with them to help them and yourself. Sponsor a contest, newsletter or something that is interesting and engaging to them. Stress the exclusivity of them being your clients.
Do you ever feel like you just can’t find the right person for the job? Don’t know where to find them or how to find them? Most of the time, the best candidate for your position is hard at work for someone else. They are doing a great job where they are, and they feel generally satisfied with the job they have.People who are satisfied at their current place of work aren’t actively looking for a new place to work. They don’t search the want ads everyday. Although, I have known professionals to look over the ads occasionally, just to see what opportunitieso contact them Joe, I’ve already taken all their money!"
In the sales and marketing world we now live, that philosophy is short-sighted if you want to do business on a regular basis. Clients have to give you permission to contact them. From "do not call" lists to spam filter software and delete buttons, all the traditional methods of getting in touch with prospects has changed. The prospect now has the power to decide whether or not he will communicate with you.
Most contractors already know this; however they usually won’t approach the subject until their business slows down. They wait until the situation is desperate enough to contemplate a new advertising program or any type of marketing.
How do I contact these people and what am I going to say? When trying to help contractors with the “How and what” of contacting your client database, I suggest the "5 C" strategy of maintaining, managing and marketing to your client database. Follow these principles to acquire a group of happy, referral-giving clients.
Commitment—This is not a one day project. This task needs commitment from the owner over a long time, (ideally as long as you’re in business) as well as all members of his staff (including field staff). Do not over-delegate. Be engaged and follow the plan yourself and stay involved with the process. Show you are committed to the plan by actively participating. Your employees will see sincerity in your actions. Your clients will be delighted with your attention and consideration.
Communicate—Start with your most recent contacts first—people you have done business with in the last month, last three months, etc. I suggest phone calls and e-mails, with repeat contact if no response. Send postcards/letters for clients that you haven’t contacted for a couple of years. Tell your clients the truth. You’re trying to reconnect with them to help them and yourself. Sponsor a contest, newsletter or something that is interesting and engaging to them. Stress the exclusivity of them being your clients.
As they always say “It’s not what you know, it’s who you know.”Of course just knowing people doesn’t necessarily get you the job, or the promotion, or the contract you wanted, but it certainly can help; so long as people don’t think you are using them.It’s true that networking is extremely important, so finding new contacts is the key to your continuing success; you need to learn out about networking meetings or events in your area.Before you go to an event you should think about what you want to achieve. Who will be there? Decide who yohowever they usually won’t approach the subject until their business slows down. They wait until the situation is desperate enough to contemplate a new advertising program or any type of marketing.
How do I contact these people and what am I going to say? When trying to help contractors with the “How and what” of contacting your client database, I suggest the "5 C" strategy of maintaining, managing and marketing to your client database. Follow these principles to acquire a group of happy, referral-giving clients.
Commitment—This is not a one day project. This task needs commitment from the owner over a long time, (ideally as long as you’re in business) as well as all members of his staff (including field staff). Do not over-delegate. Be engaged and follow the plan yourself and stay involved with the process. Show you are committed to the plan by actively participating. Your employees will see sincerity in your actions. Your clients will be delighted with your attention and consideration.
Communicate—Start with your most recent contacts first—people you have done business with in the last month, last three months, etc. I suggest phone calls and e-mails, with repeat contact if no response. Send postcards/letters for clients that you haven’t contacted for a couple of years. Tell your clients the truth. You’re trying to reconnect with them to help them and yourself. Sponsor a contest, newsletter or something that is interesting and engaging to them. Stress the exclusivity of them being your clients.
You work for a company that has been going through a lot of changes and upheaval. Word is going around about lay-offs and you worry you will be next. If you’ve been an exemplary employee and the lay-off is not because of anything you’ve done, be sure you ask these three questions as you are being handed your Pink Slip:1. Ask for a Letter of Reference. You can use this to help you land that new job because it will be beneficial to have a letter that praises you and your accomplishments. This will show future employers that your termination was a business d clients.
Commitment—This is not a one day project. This task needs commitment from the owner over a long time, (ideally as long as you’re in business) as well as all members of his staff (including field staff). Do not over-delegate. Be engaged and follow the plan yourself and stay involved with the process. Show you are committed to the plan by actively participating. Your employees will see sincerity in your actions. Your clients will be delighted with your attention and consideration.
Communicate—Start with your most recent contacts first—people you have done business with in the last month, last three months, etc. I suggest phone calls and e-mails, with repeat contact if no response. Send postcards/letters for clients that you haven’t contacted for a couple of years. Tell your clients the truth. You’re trying to reconnect with them to help them and yourself. Sponsor a contest, newsletter or something that is interesting and engaging to them. Stress the exclusivity of them being your clients.
A must read before you form your corporation.We've talked to literally hundreds of business owners over the years. If there's one thing we've learned beyond the shadow of a doubt from those who have been sued, needlessly poured money down bottomless tax or expense holes, or whose businesses have failed, it's this: NOT ONE was excited over the few bucks they saved by using a low cost incorporator -- or worse, flying solo -- to incorporate or establish an LLC for their business.Years and untold dollars later, they sorely regret the hard work, stress, ante—Start with your most recent contacts first—people you have done business with in the last month, last three months, etc. I suggest phone calls and e-mails, with repeat contact if no response. Send postcards/letters for clients that you haven’t contacted for a couple of years. Tell your clients the truth. You’re trying to reconnect with them to help them and yourself. Sponsor a contest, newsletter or something that is interesting and engaging to them. Stress the exclusivity of them being your clients.
Collate—Input this information in a contact software system like Act, Goldmine, and/or set up an e-mail newsletter like Constant Contact, Vertical Response, etc. The key is to enter this new information in a system that can be accessed and manipulated. We need to determine how many clients are still around. Did they move or die? What’s changed and how’s business?
Confide—What do you say? Involve your clients in your world. Start with the questions you are most often asked by your clients. Ask and answer them in your initial newsletters and ask for topics for the future. Start a referral program for as much as you can afford. Make it a luxury trip or weekend, but make it a big deal. Have an open house at your place or at a restaurant or hotel. Get some help from your subs/suppliers. (This is a great way to network with them.) You’ll need door prizes and favors…make the open house a "happening," not just a gathering. Have your past clients talking about you in a good, exciting way.
Consistency—The process takes time and needs a consistent message. The message is to objectively help your past clients with information adding humor without being too promotional and self-centered about your own business. Keeping in contact with your clients not only builds business now and in the future, but the ongoing communication makes you a better contractor today. You learn what you did wrong as well as how you are unique and why they spent their money with you.
Boring? Going over ground already plowed? No NEW advertising/marketing brochures and no new signs? Is it really that simple? Sounds simple, but follow-up and ongoing communication is hard work. You’ll soon discover that connecting with your past clients changes into visiting old friends. It is an experience that becomes enlightening and enjoyable. If you’ll just follow the “5 C” plan, you will discover treasure in an overlooked asset and re-discover old friends—all anyone could ask for in this life.
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