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INVISIBLE MARKETING - I.
July 11, 2012
INVISIBLE MARKETING – I.Recognizing the opportunities given to you by clients or prospects is called invisible marketing. And to the surprise of many, complaints are one fo the best marketing tools you have. If a client calls with a complaint, you've got to make an assumption that they want to keep you on doing the work. If they didn't, they would just terminate the work most likely and never tell you why.When a client calls with a compleaint, you not only have the chance to fix it, you also have the opportunity to tell them, often, that you really appreciated them bringing this to your attention.You [call back later] and ask if it's fixed, or is it still fixed, and then you can talk to them about other things that your firm is doing and offer to help them with the other issues in the future.Responding to complaints ought to be viewed as a really good marketing tool. It's invisible and client-initiated.Next column – Ask Questions.
INVISIBLE MARKETING – I.Recognizing the opportunities given to you by clients or prospects is called invisible marketing. And to the surprise of many, complaints are one fo the best marketing tools you have. If a client calls with a complaint, you've got to make an assumption that they want to keep you on doing the work. If they didn't, they would just terminate the work most likely and never tell you why.When a client calls with a compleaint, you not only have the chance to fix it, you also have the opportunity to tell them, often, that you really appreciated them bringing this to your attention.You [call back later] and ask if it's fixed, or is it still fixed, and then you can talk to them about other things that your firm is doing and offer to help them with the other issues in the future.Responding to complaints ought to be viewed as a really good marketing tool. It's invisible and client-initiated.Next column – Ask Questions.
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