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10 INDUSTRY INSIGHT
A series of views from
John Swain, Managing Director,
Anopol Limited
Keeping ContaCt
My modest company has on average a customer data base of 2,500 firms, of which around 600 are active at any one time. Our data base
covers companies which use our services on a regular and periodic basis; services comprising sub-contract stainless steel finishing,
supply of machines and pickle pastes for cleaning welds on stainless steel components and fabrications.
A very real problem facing companies like mine is how to maintain contact with the majority of customers, particularly those whose
requirements are spasmodic. This topic has been raised in sales meetings over a period exceeding 20 years, knowing that the problem
of regular customer contact was becoming more acute with the ever increasing number of customers. The sales force was far too small
to undertake any regular customer contact, so another solution was required.
One of my favourite activities, which has helped to occupy my time over the past forty years, is Public Relations. Unfortunately, the mention
of PR is like waving a red cloth to a bull in the minds of many managers, especially engineers. For some ten years we employed a PR lady
in London part-time at a modest cost. She proved to be brilliant at promoting the company and in raising my personal profile within the
industry. Public Relations encompass a whole range of interesting activities, from producing advertisements to having press releases
and articles about the company and its services published.
Every company benefits from good PR. You don’t necessarily need to use an external agent, but telling industry about your company and
what it sells is what PR is all about. Having an informative website or sending out sales literature is another form of PR. Where is all this
leading? Let’s go back to the question of how to maintain contact to many of our old and new customers? It was suggested that I should
use my PR knowledge to edit a regular Newsletter. The success or otherwise of the Newsletter would depend upon its content. It was
agreed that it would have a light side as well as a serious one. Inclusions would not be limited to the company’s activities, but would
encompass items of general interest. A few carefully vetted jokes would also not be out of place.
The Newsletter would be circulated electronically in the first instance, with hard copies being posted with invoices. The circulation list
would also include other parties possibly interested in the company’s activities, for example: the Bank, company accountants and even
some competitors.
The initial response from recipients was encouraging. Some favourable comments were received and no one asked to be removed from
the circulation list. One recipient suggested making the Newsletter a little lighter in tone. Consequently,
more humour was incorporated in subsequent issues. The Newsletter is now entering its third year
and each quarter an average of 1500 companies and individuals receive it electronically or by post.
In March 2010, a random number of 50 recipients of the Newsletter were contacted by email
or telephone by two ladies in the office. They conducted a small survey, posing the following
questions under the guise of whether we should continue with the Newsletter: “Are you
aware that you receive our Newsletter every quarter?” Of the 50 replies 44 were positive
and 6 negative. The second question to the 44 who replied positively: “Can I ask you if you
read it and if so, do you find the contents interesting?” Forty-two replied ‘yes’ and 2 said
‘no’. I am currently working on Issue Number 13.
I am not advocating that all members of AWD should invest in producing a Newsletter.
Few probably have the time or inclination. I am simply stressing the importance of
keeping in touch with both past and present customers. A regular letter or email to
these customers, stating that you are still in business and reminding them of the
services and products you supply may suffice.
(If you would like to see an example of a Newsletter, contact: tonyduell@anopol.co.uk)