Would you go out to a business mixer or shoot a promo video in a dingy old shirt? Of course not, because you know your appearance sends a message about your professionalism and competence.
But what about your operations process? Or your technology infrastructure?
Everything you do sends signals to your market and the people around you. Sometimes, like with your marketing and sales messaging, those signals are carefully crafted and intentional. But other times, they are not as closely managed.
When you communicate, it’s not just the content, but also the timing, style, and medium that signals your professionalism, responsiveness, and attention to detail. Consistency and clarity in your follow-ups say a lot about your quality and competence as a service provider. Your efficiency shines through when you can address inquiries quickly and accurately the first time.
Your internal operations process and technology integration can have a huge impact on your ability to do these things. I’m going to touch on three areas where your operations and technology act as marketing for your company.
Do you have a way to easily and consistently follow up with clients and prospects that serves to keep them informed, feel connected to the process, and helps to effectively manage expectations? Automated status updates to clients and follow-up reminders to you triggered by relevant events and timing can reinforce the appearance that you are responsive and competent. This kind of effective communication will add value and build relationships and trust in a way that can’t be matched.
If your ordering, customer service, billing, and delivery systems are properly integrated, it will not only make your life easier, but it will impress and satisfy your client’s desire for ease, convenience, and accuracy. Proper integration reduces mistakes and workload. This will not only make you more profitable, it will help you keep costs down and retain clients.
Technology is a resource multiplier. By properly equipping your team and integrating your systems you will be able to do more for a bigger market with fewer people. You keep costs down and deliver a high quality product or service. And your clients get fast, reliable, consistently good service. This creates a loyal fanbase and good word-of-mouth marketing.
When effectively implemented, technology will improve quality, productivity, consistency, and efficiency in a way that supports your strategic vision, goals, and objectives. If it’s your goal to be a budget solution provider, the efficiency of properly integrating your systems will be invaluable. If you desire to be a best-in-class provider and a price leader, leveraging your technology to deliver a top-notch, fully integrated client experience while maximizing quality and profitability will be invaluable to your organization.
The bottom line is that what you do and how you do it will deliver more impact than what you say, so make sure that your actions match your words. If you’re out there saying you’re the best in your industry, your infrastructure and process had better back that up.
If you’re looking for additional ideas on how to digitally transform your business, please check out my 20-minute video presentation on Digital Transformation for your business. I share over a dozen case studies and ideas to digitally transform your business that I’ve either used personally or with my clients to increase market share, expand to new markets, or maximize profit, revenue, and opportunity. You can find the video at tst.io/dabrian.