| How2 manage High-Tech prospects |
An eNewsletter which provides relevant and
accurate information will help you build that
| 1. Manage their expectations |
|If your high-tech prospect is interested in your software, for instance, then they will be very interested in: new releases; your R&D; Beta testing; user groups; and, of course, technical support. |
Make a list of the issues relevant to your products and make sure that you cover all of them in detail in your eNewsletter. You might also include advice like technical tips and shortcuts.
| 2. Encourage "family membership" |
|Using the software example again, this type of customer expects to be part of a group of other customers, sharing non-competitive information. Make sure your eNewsletter encourages the feeling of “belonging” by keeping readers up-to-date with all current and future developments.|
| 3. Make them feel secure |
|Many companies have been let down by suppliers in the past. Development may have stopped, or worse still, the supplier have may have gone out of business, leaving the high-tech company badly exposed, with no upgrade path, forcing them to start all over again with a new product from a new supplier. They need to be assured that your company will not go the same way.|
| 4. Recognise your customers |
|A lot of people like to be recognised, to see their articles or stories published. Interview them and let them share their stories. Case studies work in two ways: as a useful source of articles to put into your next eNewsletter: and as incentives for customers to purchase more products from your company! |
Take the opportunity of asking the customer why they like your company and your products. Use these testimonials in the eNewsletter.
| 5. Highlight your sales figures |
|I normally advise against boring your prospects with financial statistics and sales figures, but high-tech companies are the exception – they need to be continually reassured that your company will still be in business next year, and the year after that.|
| 6. Conclusions |
|Secure, well-looked-after customers will be happy to continue buying from your company and will recommend your products to their friends in other companies. |
eNewsletters can help you in this process, so start one today, or rework your existing one if it’s not achieving these objectives.
“Family membership” eNewsletters will get read, and make your customers and prospects feel secure!
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