Page 268 - Duct Tape Marketing

Turn Prospects into Clients and Clients into Partners with an Advanced Education System

This is not meant to be a book on hiring and management, but rest
assured every member of your staff can and does perform a marketing
function. When you hire staff members, I think that it’s critical that
you understand and communicate this marketing mind-set. In most
businesses, people who come to work with a knack for serving and a
willingness to learn possess the makings of a great marketing-based
employee.

Beyond that, though, it is absolutely essential that you give them
the tools they need to be successful. These tools, I believe, fall into two
categories: effective marketing and customer systems and the training
to operate them; and the technology that makes doing their job easier.

A great deal of this book has dealt with and stressed the need
for marketing systems, but suffice it to say that every aspect of your
business will run better if you set up systems that allow your staff to
effectively complete necessary tasks. (Plus, then they can spend more
time on creating innovative marketing strategies.)

Advice on technology solutions for your business could consume
the entire contents of another book altogether, but I believe that your
business must invest in technologies that support your people and
allow them to effortlessly serve clients. I would put a great deal of
emphasis on employing technologies that make it easier for your cli-
ents to get the information they want and easier for your staff to access
and provide information regarding your work with your clients.

I’ve already mentioned the use of CRM software for lead generation
purposes, but the C in CRM stands for customer (Customer Relationship
Management). You should use your CRM software to track and file
every contact and request with regard to a client or project. This simple
step can allow everyone in your organization to answer a client’s ques-
tion about a project on the spot. Powerful yet inexpensive Web-based
project and client management systems are being developed every day.
These systems allow your clients to have access to and comment on work
in progress in real time, from any Internet connection in the world.

249