Keep Your Customers From Straying

April 30, 2010 · Filed Under Client Retention · Comment 

During uncertain economic times, people are cautious where they spend their money. When they do decide to open their checkbooks, you want to be their first choice. Therefore, it’s important your current customers choose to stay with you. Even if your business is doing well, your customers can leave as quickly as they came.

There’s more to business than just a transaction. Building a relationship helps you establish a bond. Some customers are even willing to pay more for a product and/or service if they have a personal connection with a company. From a PR perspective, building relationships is cost-effective because the only cost is your time.

Here are eight ways to invest in these relationships:

1.  Touch base frequently. If they recently placed an order or you provided a service, ask them for Read more


Ten Tips for Long-Term Client Retention

December 7, 2008 · Filed Under Client Retention · 1 Comment 

Attracting and retaining clients is essential to the success of any business. Long-term clients are likely to feel more satisfied, are more likely to refer others, and are more likely to purchase additional products and services from you. Here are 10 solid strategies for retaining your long-term customers and making sure your new customers stick around.

1. Market to your existing clients. Your current customers are already doing business with you and are more likely to buy from you again. Focus most of your time, efforts, and resources on better serving your current clients. Go deeper instead of wider.

2. Be consistent in your approach and interactions. Treat your clients with honesty, humor, and respect — and maintain this over time. If you are consistent with them over time, they will see you as dependable, credible, and trustworthy.

3. Follow through on your commitments. If you promise to send information or to follow up, do it. You will gain loyalty and trust by always doing what you say you will do.

4. Connect with your customers. Find out about their lives, their hopes, goals, and desired outcomes. Ask questions that encourage a deeper sense of shared understanding. The greater the level of connection, the greater the mutual satisfaction.

5. Have fun. It’s easy to get caught up in goals, outcomes, and deliverables. Of course these are important, but clients also want to work with people who enjoy what they do. The more fun you can have while providing strong outcomes, the longer your clients will stay. Read more


Dan Kennedy – Fix Your Follow Up, part 3

August 13, 2008 · Filed Under Client Retention · Comment 

Recession Immunization

Following are areas of your business that need to be scrutinized to optimize profitability.

1. Who you sell to – this matters more than anything else.

2. What you sell

3. How you sell

4. How you follow up

To attract the best-qualified customers, all others must be driven away. This takes courage; courage to stand firm in the belief that not considering everyone as your customer is in your best interest.

Dan’s Recession Prescription #1: Sell to a buyer. This is not as obvious as it may seem. Read more


5 Ways to Increase Profits NOW

August 12, 2008 · Filed Under Client Retention · Comment 

Here are more recommendations from Dan Kennedy.

1. Always offer 3 choices… good, better, best

2. Raise prices – the weak will fall away, and the stronger will commit

3. Target better customers. This doesn’t mean only targeting people with more money. It also means to sell to people who want what you have.

4. Offer IMMEDIATE upsells – the best time to sell something to someone is right after they have just bought something. Make more money by having more stuff to sell (good, better, best stuff).

5. Multiply customer purchases with post-purchase follow-up. Send a thank you note, congratulations on your purchase, provide information about what was purchased, “buy this, too”.

Remember, always offer good, better, best.

Thanks for taking time to read my blog. Your time is precious and I appreciate you having spent some of it with me.

Contact me at georgann at catchphrasemarketing.com, or call me at 877-434-9019, with any questions you may have about electronic marketing (email, newsletters, ezines) or to discuss how using these marketing methods can quickly improve your business’ profitability. I can show you how to do it, or I can do it all for you.

Also, you can go to my web site www.catchphrasemarketing.com to get more information on the benefits of using email marketing in your business.

Georgann McCrosson


Dan Kennedy – Fix Your Follow-Up

August 7, 2008 · Filed Under Client Retention · Comment 

Dan Kennedy hasn’t spoken publically for 8 years. The planets aligned last Tuesday and I got to see Dan speak at the Anaheim Convention Center.

Dan’s opening statement was “We don’t have a bad economy. What we have is really bad follow-up.” That was the lead in to an hour and a half of clear, insightful examples of how businesses owners sabotage themselves and their bottom lines by simply ignoring the people who have already raised their hand.

There are four reasons a lead-generated prospect doesn’t take the next step.

1.) They didn’t pay attention

2.) It was a mismatch, they wanted ‘a’ and rejects your offer to get it

3.) Price or ability to pay

4.) Distrust – wants ‘a’, accepts your way of getting it, but doesn’t believe you.

Your follow-up program must be engineered to deal effectively with ALL FOUR reasons. Is it? Everybody shows up once. Show up more than once and you’ll be a star. Show up by mail, email, telephone. Do it, do it often and keep doing it. If yours is a long selling cycle, you can speed it up by creating more trust. More trust is created by more contacts. Dan recommends reading Chapter 13 of his book No BS Direct Marketing for an exquisite example of brilliant follow-up.

Follow up procedure must be done the same way each time. Why won’t it get done? Here are some reasons:

1.)    It’s work!

2.)    It’s complicated

3.)    It’s hard to do manually

Of course it’s complicated! No one will copy what you’re doing. Celebrate complexity because it sets you apart from everyone else trying to sell something.

There’s plenty more to report on this seminar. Please come back by to get more of Dan’s wisdom. See all of Dan’s books here.

I specialize in creating customized marketing solutions for small business. Contact me at georgann at catchphrasemarketing dot com, or call me at 888-494-8445 to discuss how you can get more clients and increase profitability without increasing marketing expenses. Yes, you really CAN have it all!


How to Successfully Build Customer Loyalty

August 4, 2008 · Filed Under Client Retention · Comment 

By: R.l. Fielding

In today’s competitive marketplace the race to increase profits by cultivating customer loyalty is going at full speed. Customer retention is not only a cost-effective and profitable strategy, it is a necessity for businesses wanting to stay ahead of the pack.

As consumers are spending less thanks to soaring fuel and food costs, companies are more reliant than ever on the loyalty of a dedicated customer base to maintain a competitive advantage. Following the Pareto Principle, 80% of your sales come from 20% of your customers, and in a recession the numbers are closer to 95% and 5%, says Ajit Maira, senior vice president of the Information Technology Services Marketing Association. Since these returning customers cost less to reach, are less vulnerable to ploys from the competition and buy more over time, companies need to give customers an incentive not to go elsewhere for the same product or service.

One of the most successful ways to achieve this cost-effective retention is through the use of customer loyalty reward programs. By rewarding the ongoing purchase of product or services, companies achieve long-term relationships with customers. With a variety of loyalty programs available to companies, the key is discovering what works best for your needs and goals.

Build a Strong Foundation Read more


Benefits of Customer Retention: Statistics

August 3, 2008 · Filed Under Client Retention · Comment 

Benefits of Customer Retention: Statistics

1. Acquiring new customers can cost five times more than satisfying and retaining current customers

2. A 2% increase in customer retention has the same effect on profits as cutting costs by 10%

3. The average company loses 10% of its customers each year

4. A 5% reduction in customer defection rate can increase profits by 25-125%, depending on the industry

5. The customer profitability rate tends to increase over the life of a retained customer

6. Companies can boost profits anywhere from 25 to 125% by retaining merely 5% more existing customers.

7. Only one out of 25 dissatisfied customers will express dissatisfaction.

8. Happy customers tell 4 to 5 others of their positive experience. Dissatisfied customers tell 9 to 12 how bad it was.

9. Two-thirds of customers do not feel valued by those serving them.

Thanks for reading my blog. I appreciate you spending some of your valuable time with me today!

I specialize in creating customized marketing solutions for small business. Contact me at georgann at catchphrasemarketing dot com, or call me at 888-494-8445 to discuss how you can get more clients and increase profitability without increasing marketing expenses. Yes, you really CAN have it all!


Do You Really Aim To Please?

August 2, 2008 · Filed Under Client Retention · Comment 

Guerrillas know the importance of customer service. Often, with competitors offering identical products at comparable prices, the only thing that will set you apart is the human element. It was department store founder John Wanamaker who said “the customer is king.” Do you treat your customers like royalty? Does your staff?

Your employees and salespeople take their cue from you. If you establish a policy of bending over backwards to provide superb customer service, you’ll have a courteous and flexible staff. I’m not joking here. Flexibility is an essential component of your business policy. Obviously a small business can’t survive without procedures and policies. But it’s equally important to empower your employees to consider situations on an individual basis and make exceptions when necessary. If you are willing to see a customer as a unique individual in a specific predicament and adjust your policies accordingly, you will have a customer who feels special. Read more


What’s Your Frequent Buyer Program?

August 1, 2008 · Filed Under Client Retention · Comment 

Despite your better judgment you may sometimes indulge in the belief that the world is a fair place and that you can offer the same deal to everyone, regardless of their size, interest, loyalty and buying power. But the realities of the market require you to customize your offerings to prospects and customers, offering great deals to some customers and mediocre ones to others. Frequent use cards make it easy to differentiate.

Customers know that the offers they receive will be based on their past loyalty and the size of their budget. This concept was first explored when airlines instituted frequent flyer programs to reward and encourage customer loyalty. Retailers soon jumped on the bandwagon, offering frequent use cards that reward customers with a free item after they buy a specified amount. It works for loaves of bread, pounds of coffee, video rentals, haircuts, and exercise classes to name a few products and services.

Let’s face it, profit margins are tight and there’s a limited amount of funds that customers designate for purchasing. It is only logical that you direct both marketing efforts and special deals to those customers who will yield the greatest return. Differentiation means that you abandon the Herculean task of trying to be all things to all people in favor of being some very specific things to certain people. Many Guerrilla salespeople and entrepreneurs have applied this technique and increased profits.

Differentiated marketing Read more


How High Gas Prices Can Improve Customer Retention

May 29, 2008 · Filed Under Client Retention · Comment 

Here in Southern California gasoline now costs $4.25+ a gallon. Diesel fuel is over $5.00. I haven’t made any quick trips to pick up any little somethings for the last month. How about you? The recent dramatic decline in driving is making national news. Here’s an idea to earn undying customer loyalty:

Does your business offer pick up and/or delivery service? Do you offer in-home or in-office service? If you don’t, could you? Many people would quite likely use the service. If they knew about it. Make it easier for your clients to get what you’ve got.

Email is the fastest and cheapest way of telling your clients when you begin offering a new service or product, or if you are discontinuing one. A quick note to everyone on your list can be done in as much time as it takes to write it. No printing, no 2-day delivery time, no postage. It’s simply done. And you can move on to the next big thing.

I specialize in creating customized marketing solutions for small business. Contact me at georgann at catchphrasemarketing dot com, or call me at 888-494-8445 to discuss how you can get more clients and increase profitability without increasing marketing expenses. Yes, you really CAN have it all!

Also, you can go to www.catchphrasemarketing.com to get even more information on the benefits of using email marketing in your business


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