October 1, 2004

4 Min Read
Marketing Records Management

Marketing Records Management

Essential elements to a solid campaign

By Steven J. Hyman

Marketing is one of the most important aspects of a successfulrecords-management business. As in any other industry, developing andimplementing a sales program takes active effort. The most important elements ofa good marketing campaign are:

  • Fundamental knowledge of the records-management business.

  • Knowledge of the market and competitors.

  • A professionally designed website and marketing materials.

  • Effective advertising.

  • Sales appointments, lead tracking and referrals.

  • Tradeshows and participation in associations.

Fundamental Knowledge of the Business

Understand and clearly define the services you offer. Tosuccessfully market records management and command the best prices, you mustknow your clients needs, even if they do not. Sell management, not juststorage. Records should be organized, indexed in a software program, bar-codedfor tracking, and categorized for retention. Once they have been properlycataloged, clients will know what they have and be able to easily locate andrequest documents.

State-of-the-art features such as web access and digitalimaging can dramatically increase sales. Imagine how using these managementtools compares to simply storing hundreds or thousands of boxes in aself-storage unit, forcing the client to search through stacks of files. Evenwhen a file is found, there is no way to know if other files contain relevantinformation.

Be prepared to explain to clients how you can save them moneyand streamline their operations. Most do not take the time to analyze how muchthey spend on storing recordsor what they lose in time hunting for them.Knowing the benefits of your business will allow you to demonstrate how recordsmanagement can greatly improve their businesses without significant increase incost.

Knowledge of the Market and Competitors

Know what your competition offers. The best way to do this isto survey competitors about their services and prices. You do not have toprecisely emulate them, but be aware what information clients are getting whenthey call around for services in your area. Whenever possible, differentiateyourself by offering services and programs your competitors do not.

A Professional Website and Marketing Materials

If you expect potential clients to perceive you as a qualityorganization, you must have professional marketing materials. When you contactunfamiliar prospects, they will request information about your company and itsofferings. Usually, they want to be directed to your website. Your marketingmaterials are the first impression a client has of your organization, so theyshould put you in a positive light and clearly identify how your servicesbenefit customers.

Effective Advertising

Advertising can be an important source of leads, but manycompanies rely too heavily on the Yellow Pages. While phone directories are agood option, keep in mind most people who fi nd you in a phone book will also becontacting other vendors. Your vehicle signage is actually a great way to drumup business. Some companies have reported success with targeted direct-mailcampaigns. Do not overspend on print advertising. Save your funds formore efficient applications.

One of the most effective ways to promote records managementis telemarketing. To implement a program, the first step is to identify a listof candidates. Hire a company with a good reputation for obtaining qualifiedleads, in this case, a list of individuals responsible for handling businessrecords. Your telemarketing company should also have a sound understanding ofrecords-management services and their key benefits.

Sales Appointments, Lead Tracking and Referrals

Once qualified appointments have been scheduled by thetelemarketing process, a knowledgeable salesperson meets with prospects anddiscusses the benefits of a professional records-management program. It is important for the salesperson to understand the scope ofwork required to satisfy the clients needs. After the meeting, he will submita proposal that demonstrates his knowledge of the clients requirements andoutlines the specific benefits the company can offer.

In almost all cases, the records-management company can showcost savings and improved services. Develop a strong, well-designed templatethat can be used as a starting point for your proposals. This will ensure aprofessional, comprehensive proposal can be rapidly submitted to interestedparties. Follow up consistently and frequently with leads in a professionalmanner.

A successful sales program requires a plan and organization,so use a good lead-tracking software. It should be intuitive and easy to use.While some programs will offer lots of bells and whistles, a simple,straightforward program will be used with greater confidence and efficiency.

One of the best places to seek new leads is existing clients.Do not overlook referrals as a great source for new business. Spend timebuilding relationships with customers, and do not fail to express gratitude tothose who help you. Consider incentives or a similar reward-based program.

Tradeshows and Participation in Associations

Two potential sources for leads, information and advice arelocal tradeshows that target businesses and governmental agencies, and tradeorganizations dedicated to records-management professionals. Most major metropolitan areas have a local chapter for ARMAInternational, an association for professional records managers. Other popularorganizations include PRISM (Professional Records and Information ServicesManagement) International, the Institute of Certified Records Managers and AIIM(Association for Information and Image Management) International.

This article covers the basic concepts of establishing awell-planned records-management marketing program. These concepts can strengthenyour sales efforts. A professionally executed strategy can go a long way toward guaranteeing success.

Steven J. Hyman is president of DHS Worldwide, which providessoftware solutions, including sales and lead tracking, to the globalrecords-management industry. Mr. Hyman has assisted hundreds of companies indeveloping and implementing records-management operations. He is a frequentspeaker at national tradeshows and has published articles in leading tradepublications. He can be reached at 904.213.0448 or [email protected].

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