Lovingly Nurture Your Prospects

December 12, 2008 · Filed Under Business Tips · Comment 

If more prospects were converted to clients, your cost per acquisition would improve and your profits would increase. It’s as simple as that. Here are some surprising statistics:

  • 97% of salesmen make no attempt to sell the prospect after the third attempt.
  • It is also a fact that most prospects do not buy until after the sixth month from initial contact.
  • One third of all buyers buy only after 18 months of the buying process.
  • 20% of buyers amazingly buy 24 or more months after the initial contact.

People who have contacted you but didn’t buy did so for one of three reasons:

  1. They don’t want what you have to offer.
  2. They don’t like you.
  3. They aren’t ready to buy.

The vast majority falls 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


Your Business’ Hidden Assets, part 1

October 31, 2008 · Filed Under Small Business Marketing · Comment 

All businesses have hidden assets. Hidden assets are the aspects of a business that would benefit the bottom line, but they haven’t been optimized. This series of articles will highlight some of the hidden assets that can be found in almost all businesses.

The first hidden asset to discover is your unique sales proposition (USP, also known as Unique Sales Point). USP is a marketing concept that was first proposed as a theory to explain a pattern among successful advertising campaigns of the early 1940s. It states that such campaigns made unique propositions to the customer and that this convinced them to switch brands. Today the term is used to refer to any aspect of a business that differentiates it from similar businesses. Read more


Dan Kennedy – Fix Your Follow-Up, part 4

August 18, 2008 · Filed Under Client Acquisition · 1 Comment 

Dan Kennedy’s most recent book is titled No B.S. Marketing to the Affluent: The No Holds Barred, Kick Butt, Take No Prisoners Guide to Getting Really Rich. So it comes as no surprise that his second Recession Prescription is to sell to affluent buyers. A few of the top reasons for this prescription are:

1. Buying decisions are rarely made by price. Only 10% of people make buying decisions based on price. In a ‘real’ recession, that increases to 30%. However, at all times 40% of people NEVER buy based on price.

2. The affluent are the least and the last affected by a sluggish economy.

3. The greatest population growth is in the affluent. More people are becoming affluent than are becoming poor.

4. Because the affluent population is the greatest growth sector, their buying capacity is growing exponentially.

When selling to the affluent, 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!


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!


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


When Is The Best Time For A Small Business To Market?

June 20, 2008 · Filed Under Client Acquisition · 1 Comment 

The best time to market is today. And everyday hereafter. Marketing should be a year-round process. Even seasonal businesses must consistently reach out to customers or risk having to rebuild their sales every year.

Many business owners who are struggling today might have built highly successful companies if only they’d put marketing programs in place. In the first few years of business, owners are focused on doing the ‘thing’ that is the business (i.e., doctors want to be doctors) instead of marketing and other activities to grow the business. According to Michael Gerber, author of E-Myth, 80% of new businesses fail in the first 5 years. 80% of those left will fail in the next 5 years. But to try to bring in customers without prospect databases, marketing tools or materials, often with little or no name recognition in the marketplace is almost impossible.

If this story seems a bit too familiar, it’s time to take charge of your company’s marketing and become proactive. Whether you are just starting your business or have been in business for many years, consider putting into place a system to capture prospect’s contact information and a system to stay in touch with everyone who’s shown interest or purchased from you. Making an investment of time and money into establishing a marketing and client retention system now will pay benefits for years to come.

There are many software programs available to facilitate this aspect of marketing. Not all of them will be best for your business. Take some time to evaluate which one will work best for you or consult with a marketing pro. In the meantime, even keeping paper records (i.e., sign up forms at the counter of the restaurant) will get you started. Then, when you have decided on an automated approach, it’ll just be a matter of data entry to get caught up.

Client acquisition and retention doesn’t have to be hard. It just has to be done.

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!

Georgann McCrosson


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