Don’t let social media make you lazy

Research has shown that the #1 reason we lose clients is because of an absurdly simple lapse: We fail to return calls within a two-hour timeframe. Think about how you feel when you enter a store and can’t find a clerk to help you. Think about the recorded message that insists that you are important while you wait endlessly for help. A recorded greeting or an automated phone menu will never replace a thoughtful, caring person.

I am constantly reminded that we are in a service (aka relationship) business. With that in mind, here are four ideas to build better relationships:

1. Always return phone calls within two hours.
2. Always thank friends, clients and referral sources for introductions to new people.
3. Always ask your clients and prospects “What’s important?” — and then take their answers to heart.
4. Conduct an annual survey of your clients to gage their feelings and opinions.

As you plan your marketing strategy — whether you’re using a cutting-edge digital approach or the old tried-and-true methods — remember that customer service never goes out of style.

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• Marketing in 140 characters or less
• 5 basics of successful direct-mail marketing
• The (lost?) art of conversation

Nick Ray is a business coach who specializes in working with financial services professionals. He is the author of There’s More to Selling than Making the Sale as well as a workbook on target marketing. He can be reached at [email protected].