Let?s talk about Touch Points first.
Anytime your business opens its doors it is welcoming the public to participate in your services, experience and stewardship. Yes, stewardship! Consider the gravity of what the real responsibility is for people wanting to do business with you. If you?re in retail it?s to purchase something that will enhance their lives (personally, physically, emotionally or spiritually). If in a business setting wanting to attract other businesses (B2B), then businesses will elect to buy from you to enhance their own ROI, energize their selling process, make their business run better operationally, make their product look better or any one of countless other attributes that will make things better!
Therefore, your ability to speak confidently, consistently and articulately to anyone who connects with you is an up front deal breaker if not done right. Anyone who interacts from your company with someone outside your doors is a Touch Point of your business. It is therefore worth your time to devote appropriate energy in making sure that your people are armed with the right stuff when it comes to customer engagement.
This is a cross check opportunity to itemize what materials will be needed for each job classification within your business. Knowing that you may just be starting out doesn?t minimize the importance of this exercise, in fact it actually amplifies the necessity. Consider some of the following areas that may require attention:
First ? General Stationery Suite that has a consistent and uniform look, a branded identity. Business cards, stationery, envelopes, labels, memo pads, email signatures,
Second ? Evaluate each Touch Point. Who will require training or materials on representing the company when called upon. Some examples are:
Receptionist
Sales People
Telemarketers
Delivery people
Purchasing agents
Staffers who do outside work (promotions, audits, etc.)
HR Manager
Third ? Determine what materials each will need to be a Brand Ambassador of your business when called upon to do so. Will they speak the same language, describe the company the same way? Describe your purpose clearly in a way that may encourage new customers to use your services? At Verge180, we have fun in a micro fashion having produced what we refer to as a micro brochure. When asked what we do, our team hands out a small miniature fold out that describes Who we are, What we do, How we do it? Why companies should use us and What our name means. It?s a fun yet targeted communication device that works well and tells a big story. Some other examples of what your people will need may be:
Receptionist
scripted answers if caller asks questions with directive to get that caller to an expert as quickly as possible
Sales People
General brochure of capabilities
Relevant testimonials detailing happy and satisfied clients who have used your services
Frequently asked questions one sheeter that alleviates any confusion about what you do
Product Sheets that are consistent in nature branded with the company logo but segmented in a way that shows unique attributes of that product within the overall family
Perhaps a unique “micro brochure” that accompanies a business card and same size
Delivery people
Similar look, dress
Code of conduct on way to interact
Brief Tri-Fold about the company. Why? More often than not, your delivery
people may be in a position of being asked a question about the business.
Instead of relying on this person to speak for the company, it may be
advantageous to have them carry a small arsenal of user friendly company
brochures that can be passed out. Stapled to it, the business card of your key
company contact.
Fourth ? Point of Sale Materials are very important for both B2B and B2C. Whether it is a consumer who is shopping options and may want to take something with him representing you for future consideration or a contractor who comes in the door to stock up material for that?s day?s job, it?s a chance to talk about your company. There are many ways to do this:
Take Ones ? Talk about why you and what sets you apart from the competitors
Showroom banners
Kiosks that have interactive information
Welcome Floor mats with company brand
Window displays, etc.
As a successful start up or already established business, you probably have already put procedures in place that address procedures. Don?t forget the Touch Points. Ask them as well what they need and you may be pleasantly surprised how involved your own employees will be in wanting to make a difference.
