Dan Lowndes, Trade Marketing Manager for Tetra, talks about the importance of communication in building business relationships.

The importance of communication has been alluded to in a number of these articles but an entire article has never been given over to the subject and it’s probably time it was! 

Communication is vital to every part of our lives. It affects how we feel about ourselves and other people; it lifts us up, drives us down and forms the foundation of all our relationships. It’s as important to business as it is our personal lives, but not always given enough attention. 

Have you ever developed a communication map for your business? It may sound a formal way of assessing your communications but it will ensure you aren’t missing anyone out and will test whether you can really stand in the shoes of those people that are relevant to your business.

First, start by identifying the people you deal with through your business. Amongst the obvious ones are customers, suppliers and employees. All these people are vital to your business. But there is also the local community. This can include a wide range of people: other independent retailers, associated businesses such as veterinary surgeries, the local Chamber of Commerce, local charities etc. 

Think broadly about all the links your business does or could have that would help support your business and allow for shared expertise. 

Each of these groups of people have very different needs but how clearly do you understand them and do you know how best to communicate with them. For example, have you ever visited your local vets to find out if there is a joint opportunity to share expertise with the local community or encourage customers to build loyalty between the two businesses? 

Are you part of your Local Chamber of Commerce. They provide networking opportunities but also support at a time when High Streets are having a difficult time. Other local business groups can also offer valuable ideas and support.

Second, map out what is most important to each of these stakeholders. What messages do you want to communicate to them? Select a maximum of three messages to each group otherwise your message will lose focus.  

Also, when you have a large and varied group such as customers you should split them into smaller groups of customers that have something in common, such as new fishkeepers, experienced and geeks! Or you may divide them by the amount they spend, the type of products they buy or why they keep fish; a lifestyle choice, hobby, family pet.

Getting the detail right here is important. It takes time to really put yourself in their shoes really understand what it is that matters to them and what you can offer them. 

Part of this process is thinking about the various ways you can communicate with them and how best to communicate with them. Nothing replaces good face-to-face communication and that is essential in all relationships at some point. 

But in between face-to-face meetings it is good to stay in touch. This can be done by telephone, post or electronically. Electronically is certainly the cheapest but information produced as leaflets or cards are still well read and a handy reminder of what you have to offer.

Electronic media gives you lots of options. Email reminders of special offers can be a good way of drawing customers back in. E-newsletters are a good way of imparting information and expertise.

There is also Facebook and Twitter. These are very different benefits. Facebook can help give your customers a sense of involvement; make them feel part of a community. Twitter is a good way of instantly letting customers know that you have a special offer on or have had a delivery of a popular product. 

It is important to remember not to overload those you’re communicating with. Getting the frequency right is essential.  

But also understanding how the network of relationships your business has works and how it can be widened is vital. What can your suppliers do to help build your expertise? What information can they provide for your customers? Think widely and make sure the tentacles of your business are stretched so you’re making the most of all the opportunities and never forget that familiarity breeds favourability!

For further information contact Tetra on 023 80 60 60 70 or go to www.tetra.net.