For many, the stress of business communication concludes when we hit “send.” We sit back, sip our coffee, with one less burdensome task for the day: Mission accomplished, right?
Absolutely wrong! While a strong, tailored message sets the tone for a successful new business appeal, or PR pitch, a positive response is typically the result of several follow up correspondence that establish a professional rapport.
At PC, the key to building awareness around our clients, products, and our own reputation is a series of relationships with editors, physicians and partners, thriving on dialogue and responsibility to drive success. To convey a sense of attentiveness that reassures clients and empowers potential new business partners, dedicate more time to follow up.
Making a new business proposal? Politely check in on a regular basis to ensure potential clients get a sense of your thorough and organized manner. Be specific with any questions, and comprehensive in any responses – after all, a genuine inquiry often yields an equally sincere response. Use your actions to draw parallels between the tenacity you employ to gain their business, and the energy with which you promote their product.
Have clients already? Use consistent follow up tactics to reinforce your staff’s efficiency, rendering the client confident and secure in your care. Don’t leave your clients researching unanswered questions on the internet, or worse, asking your competitors. Establish (and live up to) an image of each employee as an efficient and reliable expert for your brand.
Finally, no client or editor wants to feel like a “task” or target of a mass email. Take the time to develop strong, distinct, lines of communication; follow up messages allow for the “small talk” after the “handshake.” Personable, genuine, and well-researched follow up will result in anything but an empty inbox.
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