              |
   |
We hope you find this arcthve useful. A subscription to The Small Business Advisor Newsletter is free. Subscribe now - it's easy! The Small Business Advisor Newsletter for August, 2002 ======================== ======================== Shift+F3 allows
you to change case. (Hold down Shift and cycle through options by
repeatedly depressing F3). ======================== You are probably spending a good deal of time and money finding customers but don't forget than keeping them is just as important. Maybe even more important. Remember that it is much less expensive keeping a customer than finding a new one. Keeping customers means keeping them satisfied - do this and you gain another sales person for your business! Satisfied customers love to talk about their positive buying experiences. It is important to try and see yourself from the customer's perspective! Little things make a difference. Be willing to change anything that makes a customer the least bit uncomfortable. Call your own business - did you get a friendly voice? The help you needed? Would you call again? I'm sure you don't need reminding but ... just in case ... treat your customers just like you would want to be treated! These suggestions will help you keep existing customers: 1. Make sure your employees understand that a customer is as important as you and that their continued employment is directly related to how that customer is being served. 2. Stay in touch with existing customers. The best customer is a repeat customer. Let them know you're still around - use e-mail, phone calls, send birthday cards, postcards, etc. I get a birthday card for my car each year from the dealership - very clever! 3. Don't use an answering machine unless absolutely necessary. If you do, keep your message short and to the point - don't waste your customers' time! Again, if possible, don't use "multiple level" answering devices. Press 1 for; Press 2 for; etc. Doesn't this drive you crazy? Your customer is no different. If possible, answer the phone yourself. You are your own best sales person. 4. The customer is not always right BUT if you find yourself in a situation in which you are trying to satisfy a customer remember that you want this customer back! Be contrite and attempt to educate rather than argue. You may lose but ... you may win! 5. Remember that EVERYone is a potential customer so treat everyone accordingly. Don't be fooled by appearances, etc. 6. Make sure your telephone is answered within TWO rings. Before picking up the phone put a smile on your face. It's hard to sound unfriendly while smiling. Be upbeat and stay focused on the call. 7. Periodically provide something free for your existing customers. 8. Have "preferred customer" sales. 9. Remember that "your computer" is never at fault. If a customer has a problem it's YOUR fault. Don't make your problem the customer's - fix it quickly. 10. If you deal in an expensive product or service with only a few customers, follow up each sale with a formal written communication thanking the customer for their business and letting them know you are always available for further assistance. ======================== Pro-Net (http://pro-net.sba.gov) is an electronic gateway of government procurement information for small businesses. It is a marketing tool and a "link" to procurement opportunities and important information. Pro-Net is a cooperative effort among The Small Business Administration (SBA) and a number of government based minority associations. Pro-Net's database contains information on nearly 200,000 small, disadvantaged, 8(a) and women-owned businesses. It is used by federal and state government agencies as well as prime and other contractors seeking small business contractors, subcontractors and/or partnership opportunities. Pro-Net is open to all small firms seeking federal, state and private contracts. Businesses profiled on the Pro-Net system can be searched by SIC codes; key words; location; quality certifications; business type; ownership race and gender; EDI capability, etc., making it a great procurement tool. Businesses can easily include their company information (profile) via Pro-Net's website at http://pro-net.sba.gov/ by filling out a form. Once listed you will be responsible for your business profiles and other information current. Profiles are structured like executive business summaries, with specific data search fields that are user-friendly and designed to meet the needs of contracting officers and other potential users. Profiles also provide vendors an opportunity to put a controlled "marketing spin" on their businesses. Companies with "home-pages" can link their web site to their Pro-Net profile, creating a very powerful marketing tool. The Pro-Net website also provides a number of useful links to other sources of procurement opportunities. Get listed today - it's free. ======================== Your mission is to get your prospects or clients to act on your offer sooner than later. That means using interactive marketing techniques that ask them to write, phone, request free literature, take advantage of a free initial consultation or seminar program, return a coupon or send a check. Remember, your prospects need (and like) to be given clear, precise directions and it's your job to tell them what to do! People don't like to change or try new products and ideas. If you're convinced that your product or service can help them (and you'd better have that conviction or your sales will suffer), it's to your advantage and the benefit of your prospects to motivate them to try your offering now! Unfortunately, people are slow to move. Most will not respond to your first offerings. But that's exactly why your "9/18" Relationship Marketing System is up and running, right? It's up to you to tell your prospects, clients and customers what you want them to do and to make it easy for them to do it. Rewards Give People A Reason To Read, Listen And Act FASTER! A publisher offered university professors a choice between an attractive pen and an abacus if they would read several chapters of an innovative computer textbook, provide their comments in writing, and return a survey card by a particular date. The promotion worked like a dream. It prodded the professors to open the book, read the chapters and consider a new way of presenting introductory computer curricula. Additionally, thousands of cards were returned and the publisher's salespeople, armed with each professor's favorable comments or concerns, were able to gauge their prospects' degree of interest and answer objections faster. Your Offers Must Be Relevant Try to create offers and premiums that will logically tie in to your product or service. Can you see how the pen and abacus mentioned above were appropriate premiums for professors in the textbook market? Offers and premiums are only limited by your imagination. Here are several examples to stimulate your thinking and rocket your response rate: Offer free consultations, examinations, seminars, estimates, demonstrations, catalogs, samples, gifts and survey reports. Ask for action-write, phone, request free literature. Provide a money-back guarantee. Announce limited qualities. Use "bill me later" statements (however, give them something extra if they pay with cash now. Success magazine is giving away a free motivational book when you pay with cash to renew your subscription). Use early-bird discounts. Offer "mystery" gifts. Offer private sales or charter memberships. Promote limited time offers. Offer free special report, booklet, book, audio/videotape, or checklist (e.g., 17 Ways To Boost Direct Mail Response; Money-Saving Negotiating Tips For Meeting Planners). Make one-time only offers. Use referral gifts. Offer multiple gift premiums. Use sweepstakes and contests. Include a detached reply device. Use involvement devices like check-off boxes. Provide free shipping. Offer a bulk-purchase discount. Make a get acquainted offer-3 free widgets-can cancel after that. Use 800 number answer lines or hotlines. Why are offers so effective? Think about human nature. People naturally respond better to deadline pressure (remember exams?) and will act faster if they feel they're going to lose out on something. So, whenever possible, try to create a sense of urgency with time-limited, product-limited, one-time-only offers and fast-response discounts to boost your chances for greater responses and results. (Dan McComas is an author, public speaker, and corporate trainer can be reached at promocoach@aol.com Return to top of page - Back to Home Page - Back to Archive Index |