When you work in sales, you know that staying connected with your customers is critical. Keeping your customers engaged and interested in the products you sell requires you to communicate effectively — but are you communicating with your customers enough?

This guide will help you determine how to communicate best with your customers, particularly during an economic downturn:

Communication Frequency: How Often Should You Reach Out?

Sales professionals are always trying to strike the right balance between communicating effectively and communicating too aggressively. You want to be friendly, approachable and informative, but you don’t want to spam your customers with excessive information about the equipment and promotions that you have available right now.

So, that begs the question, how much communication is too much? How much is not enough? There is no right or wrong answer to frequency, but you should strive to stay in touch with your clients. Depending on your equipment sales business, you may want to reach out to your most frequent customers several times per month. You can use different methods of communication to stay in touch, such as social media, automatic e-mails or text messages, or the tried-and-true phone call.

Adding Value Through Communication

Before you implement any communication strategy, you need to consider the value that your communication adds to the customer. Value-added communication is going to be more effective at driving sales, and it also will help you form long-term relationships with your customers. You can add value through your communication efforts by:

  • Personalizing your communications whenever possible.
  • Offering customized promotions that meet the unique needs of the individual customer.
  • Providing your customers with an opportunity to offer feedback or engage in conversation.

When your customers see your communication efforts as valuable, they will be more likely to work with you over the competition. A quick way to give your customers a value-add could be offering financing or guidance should they need it. Financing through American Capital Group is fast and easy for both you, the equipment seller, and your customers. Providing additional value by helping them with their financial needs can be a good reason communication, support those who need it, and look more knowledgeable. If you’re looking to join our Referral Program to increase your sales and make stronger connections wit your customers, sign up here.

Communicating with Customers During an Economic Downtown

While it may feel like an economic slump is the right time to dial back communications and give your customers some space, it’s actually the perfect time to ramp up your efforts.

Here are a few tips that you can use when communicating with your customers during an economic downtown:

  • Rather than focusing specifically on sales, provide tools and resources that your customers can use to help them during tough times.
  • Focus your promotional campaigns on your equipment, and how your products can help your customers prepare for the economic rebound. Remind your customers that your equipment is a valuable investment.
  • Emphasize your commitment to the local community in your communication efforts. When times get tough, people like to feel like they can rely on one another to get through.

When communication is a top priority for you, you will find that your sales increase organically. Your communication strategy should be flexible, as this allows you to adapt easily to the current economic climate. With the right combination of frequency, value-add, and consistency you’re bound to find what amount of communication works best for your clients.