On Point

issue: 2008 - 01

Welcome to the first On Point - a monthly commentary on business challenges focusing on one issue at a time.

Build it...will they come ?

Whether you are building a new website, new location or introducing new products, don't assume that since you did the development, customers will know about them without you telling them.more than once. In fact in today's over saturated market of messages, you may have to tell your customers up to 10 times before they retain that knowledge.

Too often I run into business owners who think that their customers should just know to check out their information or they don't want to bother their customers. Know that as busy as your life is as a business owner, so is theirs and repetition is helpful.

The message, however, should be communicated in customerspeak ..words and examples that they can relate to and understand. And, the way in which the message is delivered should vary. Before you send the message, consider "testing for understanding" with someone outside of your business - unless your desire is to confuse the customer into contacting you..which I don't recommend.life is challenging enough without intentionally adding to it!

The POINT - Don't consider yourself to be a typical customer when it comes to communicating business messages. Communicate often in words they will understand. Even if you don't think you have anything new to share, stay in contact with your customers. Because if you are not communicating with your customer, your competition is!

Other OnPoint Issues: