Speak the Language of Your Clients and Prospects – Use the Right Channel – Appraisal Marketing
What’s YOUR preferred mode of communication? Phone, email, text? The answer to that question is irrelevant. The questions great marketers ask is:
“What is your client’s preferred mode of communication?”
As times change, your prospects’ and clients’ preferred method of communication has changed.
I can recall being a guest on a local business development TV show (probably thirty-five years ago), and asked; “Do you think a business needs to have a fax machine?” Twenty years later I was asked: “Do you think a business needs to have a website?”
Communication preferences have changed drastically. More people are using their smart phone for communication than a landline. They move more data via their smart phone than via computer.
Prospects and clients want to send pictures and correspond via their smart phone. I believe the primary reasons are convenience, quality of new cameras, and speed.
Smart phones have easy-to-shoot cameras. It’s simple to take a shot and text it to anyone on the planet.
Emails seem to be fraught with spam and phishing scams. Many of our younger clients prefer text and instant messaging than email.
In the recent past, I did not divulge or share my cell number with prospects or routine clients. Today it’s a normal part of our business practice to let prospects know that they can send images or messages to our cells.
Many of my colleagues prefer to communicate via LinkedIn messaging or social media IM. Their reasoning is the huge amount of spam, junk emails, and useless messages that arrive via their email.
How do your prospects, clients, and colleagues prefer to communicate with you? It’s time to ask. Our inbound call sheet asks our callers if they prefer email, text, or voice call.
Keep in mind that since the smart phone is the now the primary information source, your website must be compatible with smart phone technology.
Check with your webmaster (or call ours), and find out.
What I do like best about this trend is that we keep our cell numbers much longer than our landlines, email addresses, and physical addresses.
That means it is far easier to maintain contact with others, without losing contact information due to our clients moving, changing emails, or dropping their and lines.