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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)
HIGHLIGHT Association of Welding Distribution The voice of the welding supply industry The primary objective of the AWD is to provide strength, support and influence to the welding supply industry. The AWD is supported by major Welding Product and Gas manufacturers and suppliers working together with members of the distributive trade. The AWD provides members with the opportunity to proactively discuss, debate, support and input into legislative matters and other areas of interest that may influence the future of the welding industry. Full details of the many ‘member benefits’ available from the AWD can be found at www.awd.org.uk Why not join the AWD to-day! Contact: Wendy Barber, Membership Manager Telephone: 01952 290036 Email: membership@awd.org.uk June 2011 I N T H I S I S S U E T H E AW D P R E S E N T S FOWLMERE ENGINEERING LTD
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