Do you feel bombarded by marketing messages? Is there an avalanche of emails burying your inbox?
If you feel that way, chances are your customers do, too. So, what can you do to make your business communication rise above the onslaught?
Sprinkle in some just because business communication.
What is just because business communication? The following shares three ideas that explains this simple gesture.
Do it Just Because
Have you received a gift when there was no special occasion? You ask the gift-giver, “Why?” and he or she responds, “No reason – just because.”
- How did you feel?
- Pretty special, right?
- That’s the idea behind just because business communication.
You appreciate your customers and want to show it.
Examples of Just Because Business Communication
The secret behind successful just because business communication is in the motive. If it’s truly coming from a place of giving, your customers will feel it. They also know if the primary reason is for your gain.
While your business to consumer (B2C) customers appreciate a discount, it only applies if the customer spends money. If you sprinkle in periodic “no strings attached” sharing, you amp up customer loyalty.
- A sample of your product
- An extension on a subscription
- A gift card
Give customers something they do not expect.
The following are a few ideas for hitting the right note with business to business (B2B) customers.
#1 – Share industry information with your customer.
Have you read an industry article or report and thought, “My customer would really like this”? If not, try to rewire your thought process. The next time you read helpful industry information, ask yourself, “Would one of my customers benefit from this?”
- Share a copy with your customer or link to the article or report.
- To make it more meaningful (and appreciated), personalize it.
- Be specific to your customer.
Example: I thought this report would be interesting to you – particularly the information depicted in the graph on page four. It seems to fit your same scenario.
A personal note shows thought and proves your interest in your customer’s business and their success.
A note of caution: Be careful when sharing your own industry article or report. Again, the idea is avoiding strictly self-serving communication. That’s where personalization helps.
Example: This case study reviews how a client dealt with XYZ problem. I thought it would be of interest as you expressed concern over some of the same issues.
#2 – Create a complimentary analysis.
Don’t you love that “no strings attached” gift? That’s the point behind this concept.
In a world where every transaction comes with a price tag, how refreshing would it be to receive a complimentary analysis? No strings attached.
Or perhaps you expand the scope of a contracted analysis and offer information on other aspects of your customer’s business.
Yes, we have all been burned by the customer pushing for a Mercedes Benz product on a Chevrolet Spark budget. That experience can cool us toward the idea of complimentary anything.
However, I bet you have more than one customer who is worth the effort. Think about it.
#3 – Arrange for an introduction or referral.
We are all in business to be successful. The adage – it’s not what you know but who you know – is often the bridge needed to cross over to success.
- Do you have clients with similar interests?
- Does one client have a product or service that offers a benefit to another?
- Arrange for an introduction or share your recommendation.
After the last few years of pandemic chaos, who couldn’t use a little help? It is easy to forget about all the wonderful resources we encounter through our work and daily lives.
Take a few minutes to think about your connections. If it helps, jot them down.
- What people do you know who share similar interests or needs?
- Could someone’s product or service help another customer?
- Do you know the perfect job candidate for a customer’s business?
Because it Matters
Business communication comes in all shapes and sizes.
- It can be verbal or written
- Tweeted or texted
- Gestured or silent
If you develop a mindset of asking how information helps customers, just because sharing becomes second nature.
Show your customers in a tangible way how much you appreciate their business. Just because.
What other examples do you have? Share your just because ideas in Comments.
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Note: In 2015, SSB took a year-long alphabetic journey for better business communication. Each post contained an A-to-Z topic for creating better business communication. This ‘J’ post originally published on May 18, 2015, and this April 25, 2022, version updates it. The plan is to update each alphabetic post. Hopefully, it will not take a year to complete. 😊
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great idea! Thanks, Cathy.
Thank you, Anne. 😉
I love this. I love that it’s a way to communicate without pestering the life out of your clients. How rare is it these days to get something for nothing?
Great ways to stand out. Thanks, Cathy!
Thank you, Lori. Very rare indeed. 😉
Thanks for these ideas, Cathy. It is so hard not to be just another promoter contributing to the in-box flood. One radical idea is to offer your customers the option to change the frequency in which they receive messages. Some of the more flexible email providers let you do this (I know, because I have received such opportunities.)
If your email service provider doesn’t help you with that, you could simply do it across the board. LOL I bet a lot of people would like that!
Cheers,
Mitch