Debbie Mayo-Smith: Getting to yes opens the door to future sales

If you read my column regularly, you'll know I'm an advocate of developing and using a customer and prospect database. In essence, your own private Yellow Pages of past, present and future customers.

Mark Fryer, editor of this publication, asked me last week: "How can businesses encourage people to give them their details for their databases? This question occurred to me when I was asked - for about the 1000th time - whether I wanted to sign up to a retailer's database. 'No thanks' I said, mainly because all that usually results is lots of useless email and physical mail imploring me to buy more. Maybe lots of other people feel the same way."

This is a real issue. Years ago - I'm talking 2000-03 - it was as easy as displaying a "sign up for our free newsletter" link to add vast numbers of subscribers. Or just saying on the radio: "Come to our website for the free newsletter and tips."

Sadly, new subscribers from articles and the media are a rare occurrence in 2010. Based on my 11 years of experience writing a monthly online newsletter, here are the top 11 things I recommend you do if you'd like to overcome the "no thanks" sentiment and get them - then keep them - on your list.

* Don't go for the quick sell. It works once, twice. That's it. Aim to develop the long-term relationship to keep them on your list and refer it to others.

* Use personality to stand out, especially if you are a small or mid-sized company where much of the business is based on "you". Put "you" into your communications with them. Paint pictures. Use personality and style when writing. This is what will get your emails and newsletters read and will keep that permission running.

* Write from their perspective. Go through looking for "I", "me", "we" , "us". Rewrite from their perspective with "you". Wrong example: "We have a special going." Right: "Here's a special you'll like."

* Your communication strategy must centre around your readers' "What's In It For Me" perspective - WIIFM.

* Hand in hand with WIIFM is targeting. Relevance. Gather the right information in the database so you can target the right message to the right person at the right time. If you can show value this way, you'll keep their attention. Otherwise you become irrelevant, like the thousands of other bits of information they're bombarded with.

* Consider social media as your online database. What you would do via email, you also distribute through Twitter to your followers, Facebook to your fans, LinkedIn to your connections.

* Keep it easy. Newsletters in 2010 must be short. Quick. Easy to read. Content in the email - not linked back to the site. Think iPhone, BlackBerry, Android phone readers.

* Understand the cycle of demand. Your customers go from hot at purchase, to cold immediately afterwards. Ensure your communication strategy keeps a dialogue flowing to move them from cold to warm, then again to hot. This could be months (clothing) to years (cars). Do your communications cater to all three stages?

* Have true internet specials. One of our clients is a training firm. With each issue of their newsletter, they offer a 50 per cent discount on one of their courses to the first one to book. By doing this consistently, you are sure to get your emails read. Well, scanned at least.

* Design it well. There is no reason not to html. This allows you to use colour, bolding, fonts. You don't have to go all the way and use graphics linked to your website. An in-between solution works well. It's incredible how a little colour can brighten up your email and get the attention that you require.

* Treat your database like gold. Do not take advantage of your readers, and do guard their privacy. Though I've been asked, I won't take advertising on the newsletter. I would never consider selling the list or burning permission by emailing too often. But this doesn't mean you can't be clever and use your list to your advantage - for example, as a leverage/negotiating tool when you think about developing working relationships.

You've read through the list. I bet you've said to yourself, "there's nothing groundbreaking here". You're right. Solid commonsense, practical advice. So why do so few companies employ this simple relationship-building strategy? I think it's put in the too-hard basket. My newsletter is still going strong after 11 years, brings in business and has few disgruntled unsubscribers. Have a look: www.successis.co.nz/newsletter/current.htm

Debbie Mayo-Smith is a bestselling author and international speaker.

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www.debbiespeaks.co.nz