There’s no doubt about the enormous hype about computers and office automation equipment these days, but do you really understand how to make the most out of technology in your business?
Let’s start with the common fax machine. The fax machine has become about as common as the telephone in most offices, but I wonder how many offices really know how to maximize their fax machine’s effectiveness as a marketing tool. I will not tell you which machine is better than another,that’s not my purpose. I will tell you that you should make sure your fax machine has certain capabilities that will only add to the machine’s overall value to your business.
One feature in particular is called broadcast faxing. This feature essentially allows you to send the same fax document to multiple recipients, typically unattended. Better still, you can program most fax machines to send broadcast faxes at night when telephone rates are lowest. Neat feature, but how does it apply to your business?
Ideally, you will create several fax “groups” or “telephone directories” in your fax machine. You may want to set up a group of your top 100 customers, and another group of your top 100 prospects. A third group might be press contacts who should receive your press releases.
The goal of this exercise is to create special offers and promotions that will accelerate sales to these select groups of individuals. For example, you may create a fax promotion stating that you’ll deduct 10% off any order placed before 5:00 P.M. the following day. Or you could extend that for the current week.
You may also want to send out a press release via fax to your most promising trade contacts and maybe even to your best customers. This will accelerate the lag time between the publication receiving your press release and it actually being published. Your best customers will feel important receiving your most current information before they read about it in any trade journal!
By using this technology for marketing purposes, you can generate more sales, enhance existing customer relationships and cut costs in the process. Remember, sending a single page fax is almost always cheaper than sending your message via the mail.
A fax also has a feeling of being more urgent than a piece of mail. When you get a fax, you know you’ll read it before the day’s mail, and so will your prospects! It may not always be the prettiest document you could send, but it may well be the most effective.
Let’s look at another office automation product. Your Telephone System.
Do you have a live operator answering your telephones? Have you ever considered using an automated attendant instead? I’m sure you’ve heard the many people who tell you that they prefer speaking to a live operator, but I’d like to share with you the other side of that argument. Although it’s true that many people prefer a live person, most people are now equally comfortable with voicemail and option menus.
Your callers should ALWAYS have the option of hitting a single key to speak to an operator at any time, thereby satisfying BOTH those who prefer a live person at the other end of the phone line to those who are just as comfortable with an automated attendant.
You will realize two immediate benefits by using an automated attendant. First, your operator/receptionist will not spend all of his/her time answering calls that can easily be handled via automation technology and you’ll find that many more people actually prefer to reach their intended party directly without ever having to explain their whole life story to an operator to only have to start all over again once the proper person answers the phone!
The benefits of an automated telephone system don’t end there! Personal voice-mail boxes allow each person to customize their greeting messages and modify them on a daily basis letting the caller know exactly when they can expect to speak to their intended party. This also alleviates the inevitable flood of corporate voice-mail messages every morning that your receptionist has to distribute to their proper recipients. Your receptionist is now free to complete other tasks and your company’s telephone system actually becomes much more efficient in the process.
Take a close look at how you use your telephone system. Ask your clients what they think of your telephone system in terms of ease of use, functionality, etc.
Computers In Your Business
Computers are another technological improvement you can use to enhance your business. But with so many computers to choose from, thousands of software titles, and hundreds of peripherals, how do you know where to start? First, forget all the hype, and ignore anything you’ve ever heard about computing in the past! Go back to the root of what a computer is used for , to store and retrieve information.
Take a look at what information you have a real need to track. If you are in an inventory-intense business, then you might want to have better control over the products in your warehouse. If you’re in a service business, you might need to track your time for billing purposes, or you might just want to manage your client list more effectively. These are the all valid reasons for computerization.
After you’ve defined your needs, then decide on the equipment you’ll need to accomplish your goals. Ask yourself if a single computer will do, or will multiple users be necessary. The difference here can easily represent thousands of dollars, so be sure to really think this over.
Before you decide on exactly what type of hardware to buy, do some research and find out what software you will be using. Will you require a custom software package, an industry-specific application with its own set of requirements, or will an off-the-shelf package work for you?
The main software applications you choose will determine which hardware you will require. Remember, if the computer system is not going to cut your costs in some way, maybe you really don’t need one, or maybe you need to rethink what you are hoping to accomplish by installing this sort of equipment.
In my travels, I have seen businesses cut employees by the handful through computer automation, and I have seen companies actually increase their operating expenses by installing systems that did not properly serve them in helping increase employee productivity. Remember, a computer is a tool. It is not a magic wand that will mysteriously melt away your expenses. Just as any other piece of technology you introduce into your business, the computer system must be planned and well thought out prior to making any sort of investment.
Electronic Pagers and Cellular Telephones
These are two of the greatest inventions of the past decade, but they can end up costing you far too much money for the amount of return they may bring to your business. Before you commit to any of these technologies, again ask yourself what you will save and how these items will help you save money, increase sales, or improve your productivity.
Personally, my favorite way to help keep the costs down of using the cellular telephone is to use a pager in conjunction with it. Instead of having to accept every inbound cellular telephone call (and the charges that go along with it), the pager acts as an inexpensive call screening device. You decide whether or not to call a person back who wishes to reach you. If it’s important, simply pick up your cellular telephone and call back immediately. If it can wait, let it wait until you can get to a regular telephone.
Always keep in mind that no matter how glitzy, magical, advanced, or in vogue a new technological product might be, it is nothing more than a tool that will either help you or hinder you. There is no magic, no mysterious power. It’s simply a matter of dollars and sense!
Three question I like to ask when considering any new technology are:
1. How can I use this to:
a) Cut costs, and b) Increase productivity
2. Do any gains in cost-cutting or productivity sufficiently offset the costs involved with adapting the technology?
3. Can I grow with the technology? How will it benefit me in the years to come?
Not all technology products are suited for every business. Knowing which ones will work best for your business takes some serious thinking and may even require that you meet with people who already have the technology and ask them for their opinions. Your competitors can sometimes provide you with all the information you need about a new technology and its application to your business.
June Gil is a Business Coach based in Woodland Hills.
