Tips from the experts: How to build a relationship of trust and transparency with customers

Avi Zeitan – focus on your strong field
At this time, businesses must focus, focusing, without dispersing on more activities and more areas. They need to map out the area in which they are best, whose competitors are less good and less active, and where their direct customers need it most – and focus on it. They will find that this trinity – leaving the marginal businesses and going for the safest place, without trial and error – allows them to significantly strengthen the main area of ​​activity of their home business.

Especially these days, when people are finding it increasingly difficult to reach the physical point of sale, it is of immense importance for small and medium business owners to run a digital store, which will allow customers to consume and buy the products and services without leaving home. It’s time to take on a professional who understands and lives the world of e-commerce, who will build you a model site that conveys the character and spirit of the store in a good way, and who is also prepared in terms of errands and service to the house.

The author is the owner of Zeitan Consulting and Management for marketing-strategic consulting

Avi Zeitan (Photo: Private)
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Yonatan Ivgi – Transparency has become a top value
Against the background of the worsening crisis in global traffic, when all possible shipping methods undergo procedures of change, today’s customer demands transparency. Trust has become a supreme value. It requires business owners to be in close contact with the logistics company they work with, to ask the right questions, to reflect to their customers the delivery times or processes they need to consider. Coordinating expectations early will prevent disappointed customers.

Especially in the current era, with the loads in global logistics, there is a supreme value for integration and work without paperwork. There are many very simple ways to achieve full integration with vendors. For example, when shipping goods to the US and sending the data interactively, including paperwork, the customs clearance process begins at that moment, even before the shipment arrives. This saves customers time and effort and improves the quality and speed of information transfer.

The author is the VP of Commerce at DHL Express Israel

Yonatan Ivgi (Photo: Private)Yonatan Ivgi (Photo: Private)

Lior Wilczynski – Those who are not afraid of change will survive
The last two years have taught us not only not to be afraid of change, those that are the condition for survival in the coming year. We saw the difficulty of change in a lot of businesses, which just froze and did not know what to do. It can be a small change of consciousness like switching from a manual to digital invoice, and also far-reaching changes like moving from frontal work to online or starting to get credit. When you cross the fear barrier you find that the distance is smaller than we thought and feared.

In the state of uncertainty that will continue to accompany business owners for the foreseeable future, now is the right time for them to analyze the data they have accumulated – who their top customers are, what the nature of the business’s cash flow is, etc. – and set goals for the coming business year. We also learned that there are different ways to sell the same product or service, and whoever searches and finds them will keep his home business for the next year as well.

The author is the founder and CEO of Green Invoice.

Lior Wilczynski (Photo: Ray Oz)Lior Wilczynski (Photo: Ray Oz)

Liron Avraham – Every business must have a story
Corona has accelerated the digital revolution, and processes that typically take five years have happened in less than a year. Therefore, during this period, businesses need to be quick and flexible in making decisions, and at the same time develop their digital assets so that they always have an alternative to work even on closing days and give customers a quick and effective response.

In the age of the corona and digital – more than ever – people are not buying products but stories, so every business must have a story behind it. In the coming year, companies in all industries will need to know how to develop and highlight their story-telling (identity and story of business activity), thus differentiating the product and improving business performance accordingly.

The author is a regional director of the Middle East, Africa and Russia at Outbrain Israel

Liron Avraham (Photo: Reuven Kapuchinsky)Liron Avraham (Photo: Reuven Kapuchinsky)

Vered rose – to hedge currency risks
For businesses exposed to currency changes as part of their business activities, it is important to understand the significance of currency risks during this period. After in 2021 very high volatility was observed in exchange rates, it is necessary to manage this risk wisely. For example, if your income or expenses are affected by the fluctuating currency exchange rate, it’s time to build a hedge plan that takes into account all the options.

It is important in this area to learn the “currency exposure”: What currencies are we exposed to? What is the direction of the exposure – to increase or decrease the exchange rate? What is the degree of impact on profitability, and what is your ability to change the price to the customer? It is important to remember that in the transaction rooms of banks there is a wide range of products for hedging currency exposure at different levels of risk.

The author is a business development manager in the Trading Rooms and Brokerage Division at Bank Hapoalim

Vered Orad (Photo: Private)Vered Orad (Photo: Private)

Towards the end of 2021, Maariv and Bank Hapoalim have a special section, the purpose of which is to provide tools, knowledge and tips for optimal preparation of businesses towards the end of the year of activity, and at the beginning of a new business year. The information is correct at the time of publication, and does not constitute advice or a substitute for advice that takes into account the needs of each person and is tailored to him personally.


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