| If you are a sales professional and not already using | | | | company, but unless you can customize it with your |
| the power of the Internet to reach your customers, | | | | own name and number, you should supplement the |
| you are not only missing out on a great way to | | | | company newsletter with one of your own. |
| communicate with your existing customers, but also | | | | 4. "Mini eBooks" and product guides: Using easily |
| missing opportunities to attract new ones. While you | | | | available technology, it is now possible to make good |
| focus on the old ways of doing things, your | | | | looking electronic documents like "mini e-books" and |
| competition is likely already using the new 21st | | | | product guides. You can either make these yourself |
| century technology to steal your customers away! | | | | or for a small fee hire a "ghost writer" to help you. |
| Here are some simple strategies that you can use to | | | | Your document can be as simple as a list of |
| quickly turn this around and reach more prospects | | | | frequently asked questions, FAQ's, or a more |
| and customers than was possible even just a few | | | | complex manual with diagrams or photographs. The |
| short years ago: | | | | choice is yours, but the advancement in technology |
| 1. eProspecting: There are a number of e-networking | | | | allows you to deliver this information right to your |
| tools commonly referred to a "social networking" | | | | customer's computer so they can download it when |
| tools, but are now being harnessed for "business | | | | they need it, 24X7 any day of the year, and without |
| networking." Linked-in and Twitter are two of the | | | | you having been there! Imagine if your customer |
| most popular ones used by more and more people | | | | needs an answer to a question on a weekend or |
| everyday. Linked-in is the number one business | | | | holiday to make their product work and you are not |
| networking solution that can connect you with other | | | | available. If they can help themselves, then most |
| business people in your target industry or territory. It | | | | customers would gladly do so, but you have to |
| is free and easy to use. Just sign up, set up your | | | | provide them the means. A simple electronic |
| profile, and then send invitations to your existing | | | | document may help them to solve their problem and |
| customers and colleagues to join your network. Then | | | | avoid frustration. This means happy customers for |
| periodically keep in touch and leverage your network | | | | you and your company. |
| to reach friends of your friends. In contrast, Twitter | | | | 5. "Ezine" articles or reports: These are short articles |
| was started as a "social networking" phenomenon, | | | | or "white papers" that provide useful information for |
| but it is now being used by many business people to | | | | your customers and prospects. They can be |
| connect with others around the country and around | | | | published on the Internet so that they are available |
| the world. You might even think of these as meet up | | | | to many more people than you would ordinarily be |
| sites, the equivalent to virtual meeting of the local | | | | able to reach. Normally you will be able to include a |
| Rotary Club where you can connect with other | | | | link to your own website or contact information, so |
| business people. The trick is to make sure that you | | | | someone who reads the article and wants more |
| follow people who have an interest that is | | | | information can contact you as the expert. This is a |
| complimentary to your business. Depending on your | | | | great way to not only reach more people, more |
| product, you could be reaching many more prospects | | | | prospects, but also to position yourself as the expert |
| and customers beyond your existing customer base | | | | in your field. |
| simply by joining these networking platforms today. | | | | 6. Webinars or teleseminars: Once again the |
| 2. Blogging and Blog advertising: A blog is a quick and | | | | technology has advanced to the point where it is |
| convenient way to "post" news about your industry, | | | | now possible to connect with literally hundreds of |
| company, products, and any other topic that might | | | | people over the Internet all at the same time and |
| be of interest to your customers. A blog is just a | | | | offer them learning opportunities. Using this |
| simple website or "web-log" where you publish | | | | technology, you can make presentations; |
| periodic "mini-articles" or posts that are simple one or | | | | demonstrate products, or train people on new |
| two paragraph messages about a relevant topic to | | | | techniques or skills. This can all be done from the |
| the theme of your blog. The key to using a blog | | | | convenience of their office or home while you are at |
| successfully, is to keep the articles short, but | | | | your own home or office. Using webinars or |
| relevant for your audience. A blog can help you | | | | teleseminars avoids travel costs, and also allows you |
| position yourself as an expert in your field, and as an | | | | to record presentations so they can be available |
| expert, people will look to you when they have a | | | | online if someone can not be at the live session. |
| need or a question. You can also use a blog to find | | | | These are powerful techniques that are growing in |
| out what is on the mind of your audience by | | | | popularity everyday. One terrific use of this |
| engaging them in forums or getting them to reply to | | | | technology is to offer a training session for people |
| your posts. Just imagine if you could have all your | | | | who have recently purchased your product or |
| customers and prospects following your blog on a | | | | service. By offering them a bonus training session, |
| regular basis! It is a great way to keep your name | | | | you can make sure that they get the most out of |
| and content in front of them without have to make | | | | their recent purchase and avoid implementation |
| lots of personal calls, and furthermore, you can also | | | | problems that are frequently experienced by new |
| reach many more people quickly with the click of | | | | users. This will not only add value to your offering |
| your mouse. It is now also possible to place small | | | | but help to convert your customers into raving fans. |
| advertisements other blogs or websites that your | | | | 7. Other trends: The technology and capabilities |
| customers are likely to visit and provide them a link | | | | offered by the Internet are constantly improving and |
| to your site. If the advertisements are well written | | | | changing. Here are some recent trends: Adding video |
| and relevant to your prospects needs, they will be | | | | and audio files to your websites and emails so you |
| able to reach your website with a simple click of their | | | | can more intimately communicate with your |
| mouse. To get started blogging, you can open start | | | | customers. Using search-related advertising where |
| a free blog using the Google free software called | | | | people see relevant advertisements that pop up |
| Blogger. If it starts working for you then you can | | | | when they are searching for answers using their |
| either add more content to your Blogger site or | | | | Internet browser. This can be done on sites like |
| migrate to a hosted platform with your own URL | | | | Google or Yahoo, but it is a little more complicated to |
| name and the most commonly used software - | | | | do when compared to just a simple listing of an ad |
| WordPress. WordPress is free and is highly | | | | for a flat fee on another blog or site. Nevertheless, |
| customizable to your needs. The key to this strategy | | | | the customer experience is the same in that they |
| is to just get started and start authoring content. | | | | can reach you as fast as it takes to click on your |
| 3. "eNewsletters": If you don't want to maintain a | | | | site. Finally, exploring new networking websites |
| blog, then you can get similar results by using | | | | customized to communities of interest. There are a |
| electronic newsletters. It can be as simple as a short | | | | variety of new sites and services that coming online |
| email, with little or no graphics, but it must provide | | | | all the time. They offer new ways to communicate |
| useful and relevant information that your customers | | | | information and network with others who have a |
| and prospects will value. If you have a blog, you can | | | | common interest. Once you are leveraging the first |
| simply use the same information and deliver it by | | | | six strategies above, then you can more easily take |
| your e-newsletter, and perhaps even provide a link | | | | advantage of these new opportunities too. |
| to either your blog or your website. There are also | | | | These are simply a few ways that savvy business |
| electronic tools called auto-responders which will help | | | | people are now using technology to easily stay in |
| you to automate the process of delivering emails to | | | | touch with their customers and prospects, and |
| many people and also maintain the mailing list | | | | provide them with up-to-date, useful information. |
| information. These tools are available for a small fee | | | | Providing information and training is how they position |
| and well worth the investment if you have a large list | | | | themselves as "the expert" in their industry or |
| of people. Some may conclude that they don't need | | | | chosen field. These techniques are simple to use and |
| to do their own newsletter because their company | | | | implement. If you are not using them, you should |
| already sends one out; however, just remember that | | | | check out what your competitors are doing, because |
| you have two things to sell: your company and | | | | they are very likely already using them. Don't get left |
| yourself. A company newsletter helps sell the | | | | behind. Harness the power of the Internet today. |