It was late fall, 2007, and our latest venture was still taking shape. I was having a game-changing discussion with my partner, Vince Albanese. We came to the vital conclusion that the serious economic downturn the country and world were in would play a prominent role in shaping our business goals and strategy. That reality shaped our direction. The high flying 1990’s were long gone, when leveraging capital to make a handsome profit seemed almost too easy, while salaries and benefits peaked. Fast forward to the end of 2009 and the difference is dramatic. Small businesses are failing at record rates, and those that are staying in the game are embracing the time-honored values that have always led to success – hard work, superior products and services, and a traditional approach to treating every customer like they are your most important account. This is our message, and we have a passion to share it with small business owners who wish to thrive, not merely survive, in this new business climate.
This passion has led to the birth of the SMART System from our company, Touchpoint Technologies LLC. The Sales Marketing And Retention Technology System will enable independent businesses to increase sales and marketing ROI for their current customers and new customers alike. Because, while the economy stagnates, the money that is flowing is using digital technology channels that are rapidly changing. We understand these technologies, and our low cost SMART System will give our clients access to the most effective marketing and advertising strategies in use today. Our commitment to keeping up with the changing digital landscape means that our independent small business clients can now compete with regional and national corporations that are currently reaping the greatest profits from digital advertising and marketing. Our clients have learned they cannot take existing relationships for granted, and we assist them in providing their current customers the tools they need to succeed, while also equipping them to attract new customers going forward.
Here are three keys for these small businesses to adopt in order to succeed:
1. They must BOTH retain current customers AND cultivate new ones.
2. Short-term revenue is most readily increased when existing customers increase order frequency and/or size.
3. The best source of new business will be personal and online word of mouth referrals from existing customers.
The SMART System is affordable and easy to use and will help business owners optimize their greatest asset – current customers — by giving them the tools they need to truly get to know their valued clients. Email, text messages, and social media are employed to receive insight. The better small business owners understand their clients, the more effectively they can meet their needs, help them to succeed, and then benefit from the inevitable referrals generated in the process. Communication is the key to success, and using the SMART System to deliver that dialogue will allow small businesses to:
1. Understand the individual needs of each client, so a specific strategy may be tailored to help them succeed.
2. Provide consistently superior service to keep their clients in the fold.
3. Adopt a “value added” approach to customer relationships that rewards repeat business, showing tangible appreciation to them with reduced fees or added services, thanking them for being part of the “family.”
4. Provide multiple opportunities for current customers to express their needs, concerns, and goals. Asking the right questions and then listening to clients gives business owners the invaluable information they need to customize their services to meet the client’s exact needs and retain their long-term business relationship.
5. Live the commitment. Putting what is learned about clients into practice produces the absolute best service and leads to the client’s success and their continued use of your services.
It goes back to what we said at the beginning: A commitment to working harder than our competitors, providing industry-best service, and treating every client like they are the only client that matters is the formula for thriving in every economy, especially tough ones. We designed SMARTS to give you the competitive edge you need to succeed. We can’t wait to discuss the details with you!
