Small Business often lacking the expertise about over communicating to their customers cross the leaps and bounds of it all, resulting in inconvenience caused to their customers.
Communication with your customers is key to building meaningful, lasting relationships. However, over communicating will cause your message to become marketing noise and potentially get lost in the Clutter. In today’s modern marketing world, where businesses now get personal with their customers, it is more important than ever to make your marketing stand out; don’t lose your message by over communicating. Can a small business communicate too much or too often with its customers? The answer is yes. Some small businesses can come on too strong and may be perceived as being obtrusive especially when they try to rush into a sale.
The temptation to bombard people with information could prove to be a double edge sword.
It is just like building any relationship, which requires just the perfect mix of assertiveness, understanding and patience. Too much, or little, of any of those qualities will lead to a breakdown.
How to be certain you don’t cross your boundaries when it comes to communications with your customers?
Deliver the Appropriate amount of Communication :
Timely and relevant messaging is essential when sending across your message to the customers. “Customers always think whats in it for them “ Without these factors your messaging can seem impersonal, causing consumers to think. Before sending a communication to customers, put yourself in their shoes and see if it makes sense and is relevant to their current ownership lifecycle. if a service customer was in your service drive today, you wouldn’t want to contact them with a great service offer tomorrow. These types of communications will upset a customer and make them feel like they are missing out.
Divide and Conquer
It’s time to start thinking about your most precious asset, your customers. They want to hear from you, but they don’t need to hear every message from you. Use your database and its information to create segments of your customers. By doing this, you should be able to determine who is most likely to purchase a new vehicle or who should be ready for their next vehicle maintenance.
Don’t share every incentive with every customer
Typically dealerships have several promotions going on at the same time. For example, they may have a national, regional, dealer-specific, and seasonal incentive that customers can capitalize on. This type of messaging can be overwhelming for consumers, which could cause them to either discredit the communications or ignore them completely. So really think about the messaging you will deliver to your customers. Chances are your consumers have already seen the national OEM incentives while browsing the web, watching TV, and listening to the radio. You may want to cut out any additional communication to them about the same incentives. Really think about the messaging you will deliver to your customers.
Your customers are being bombarded by marketing messages, and by communicating with them regularly, you will stay top-of-mind and drive more traffic to your dealership. However, if your communications become part of the marketing noise, then your message will never be heard.
