Gary Tilkin
Today I received an e-mail from a local “Wine Store”. This is the forth (4th) e-mail from this same local company this week alone. As a professional performance development consultant, I want to call the owner of the shop and say “too many e-mails over to short a time“. As a consumer, I have made a decision NEVER to go to this wine shop. The art of “Name Recognition” is to be subtle. We have to all remember the objective is WHEN a consumer has the need, they then think of OUR ORGANIZATION. However, we want them to think of us in a kind and professional way only.
I am sure that the wine store needs business badly; we all do. However, we need to understand, in everything we do, we need to balance our approach, strategy and focus on what the actualneeds are of the client base. As much as I love wine (and I do love wine, martini’s, beer, etc) I don’t need to hear about it four (4) times a week.
I am sharing this example with you so you can either develop and or adjust your own approach to your client base. You might have noticed that I personally rarely send more then one e-mail distribution, to my client base a month. Just enough time to let my base know; 1) Who I AM; 2) What I DO; and 3) Where to find me with my clients NEED ME. Because of this strategy I rarely get a distribution list members asking to be removed from my list.
So what to do monthly, should be your question. The answer is simple. At first I sent a “My Thoughts Exactly” Newsletter every month. Now I send a link to a specific blog articles every other month alternating with the newsletter. Results, just look at my calendar on my website www.garytilkin.com .
Last month alone I put on two (2) new dealer group and one (1) corporate client. So if you ask yourself if this strategy works, look at your business growth and what I have achieved. Now, that last statement was not to boost, it was to get all of my associates who read this to wake up and think through what your marketing plan is designed to do.
I can not say this more forcefully, if you do not look for every possible way to collect client information especially e-mail addresses, you will never build the intense “Name Recognition” strategy you will need to survive and prosper. If you do not have a “Website” and “Blog” you will never achieve your potential. If you never MASTER the use of a electronic Personal Information Manager (PIM), you will not have an edge on the market.
If you want more information on these topics just e-mail me (gary.tilkin@garytilkin.com) OR call me at 1-205-540-74371. All my best.
Gary Tilkin, Founder and CEO of Gary Tilkin Consultants, Inc.