To read the introduction and previous posts in this series, click here.
Happy Birthday – Day 3
Yesterday was an interesting day – I took most of the day off…played in the snow making angels, snowball tossing, etc. In the afternoon, I went ice-skating in the outdoor rink in the afternoon in Washington. Met some new people—they kept picking me up off the ice. This was something I haven't done in 20 years. My ankles were quite wobbly. It took a while but eventually I began enjoying it. Wow, it sure was exhausting though.
Later in the day, I had to buckle down and get some client work done. It felt good then to just sit and work. I felt the muscle soreness creeping in. Thought I'd ward them off with a good soak, Advil, and a Bengay massage before bed. This morning I'm feeling a little sore but I'm sure not as bad if I hadn't done this process.
On a slightly different note…
I'm finding it amazing. People who pay for advertising in a magazine haven't responded to my contacts. I've called Angela for a tarot card reading twice on Saturday, once on Sunday and twice on Monday. Still no answer and no answering machine. I also contact a NLP/hypnosis coach in Maryland by email and phone yesterday and still no answer. This does prove a point though.
One of the major failures of entrepreneurs is their poor touch points system.
What's a touch point? A touch point is anywhere a prospect or customer touches your business. The general categories are by phone, e-mail, mail, and in person.
If you have a walk-in office space, there are many touch points. The most common is the reception area. Every item in this area touches your customers and prospects (and your staff). The room is a reflection of your company's beliefs, values, and vision of itself.
By phone, it's the way it's answered (or not). It's how and when you return calls and how they are answered. It's your voice mail message and more.
By e-mail, it's how long it takes you to respond. How you respond. And everything connected.
In person contact -- we've heard a lot about this...it's how we dress, act, and present ourselves.
Mail…something most people don't see well as a touch point. They place some emphasis on the letterhead, yet forget about all the rest that goes along with it. "What should every piece of mail you send out have inside?" is a question seldom asked. Would you think of sending out a marketing piece in with every vendor check? If so, why not? If so, what kind? When would there be an exception not to?
I've had a lot of people laugh at me on this last thought…sending out marketing information in with every vendor check.
But whoa, don't you get ads in with your credit card statements? What about your cell phone or regular phone bill? If it weren't working, why would these big companies do it then? Just because maybe you don't pay attention to them doesn't mean other people don't. I read them and I buy from them on occasion.
Okay, let me ask you the question then…"How's your touch points?" Only paid attention to them in parts? Okay, then you have some work to do, don't you? If you don't have a good touch point system going, I wonder how much revenue you're passing up. I can tell you…a lot!
I'm going to fade into the day now…as I carry out my birthday week intentions of fun, frolic, new things, and a little work in between.
Do you have a touch point question? Share them in the comment section. I'll respond.
To read the introduction and previous posts in this series, click here.
