I was preparing a speech for a new client, the Institute of Mercantile Agents Australasia. Debt collectors. Bounty hunters. Repossession agents. Private eyes. As you would, I was conducting research into their industry to understand how they could better serve their clients.
So I telephoned the Head of Collections for Westpac Bank and asked her ", what do you read for business"?
What do you think she said? You might guess interest rate information. How to improve collections. The cost of money. Future trends in collections. Women's Day.
What she said was "collections are a piece of cake. I don't care. My staff do that. I read articles on leadership. On KPI's. On training. Yes, Debbie when I get in or find an interesting article, I sure do send it to my peers.
Bringing this back to you - what content do you put in your communications to your clients? Do you have in your database information about their positions so you can better target; instead of assume they're interested only in industry matters?
