Maverick Rules
The Maverick Rule of Communication
•· Your customers are waiting to hear from you. Aren't they?
•· You give them what they want quickly and easily. Don't you?
•· Your "touch" is clear and concise . . . Less is More. You know that, Right?
•· You have a measurable way for each contact. Maybe?
•· Your list is constantly updated with personal information. You think so?
The Maverick Rule of Communication is "Find the line of least expected contact!"
Millions and Millions of dollars have been wasted on "touch" programs that could not possibly work, no matter how dazzling or how big the budget. Many businesses assume that a well designed, executed, and financed communication program will work. Some businesses believe clever programs work.
It is not necessarily so.
And you don't have to look further then Circuit City, General Motors, Sears & Roebuck and K-Mart to find examples. The tools that businesses used may have been right, and even impressive, but the managers who implemented the programs used assumptions that were faulty in today's consumer market.
Business fears incompetence. A lack of communication is embedded in this fear.
So what do you do? Send a Christmas card, a birthday card, and an anniversary card. Do you send a "special" card, a discount letter, a just listed card or better yet "just send money".
In each situation, only one move will produce substantial results. So what is that move and how do you find it?
You need to get down in the "mud". The "mud" is the market. In the market there is usually only one place where your competitor is susceptible. And that is the place where you should be. That should be the focus of your communication, your constant contact, your "touch" force.
Find that LINE where your competition is weak in their communication and calendar your constant contact.
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