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How to Successfully Retain and Grow Your Customers
Copyright 2007 by Michael Fleischner
Okay, so your
marketing has paid off - you have new customers. The key
to growing your business is to effectively communicate
and leverage these new customers into advocates for your
products and services and purchasers of additional
services.
This can be done in a variety of ways. However, some
basics steps must be followed to ensure retention. Here
are a few tips you can use to develop long-term
relationships with newly acquired customers.
1. Proactively shape impressions about your business.
Whether you're sending a welcome message, making the
first contact via phone, or sending a letter, be sure to
position you company for the long-term. Often times,
individuals buy products without knowing a whole lot
about the company their buying from.
Click Here to Start.
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Benny's General Info |
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My
wife
and
I 7
years
ago
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98 Friends
Member
since 3/27/2007 |
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Gender |
Male |
Age |
62 |
Location |
Keenes,
Illinois,
United
States |
Interests |
Lotteries,
Gardening,
Gambling,
Networking,
Family,
Fish,
Internet,
Fishing,
Shopping,
Crafts,
Nature,
Computers,
Audio/Video,
Travel,
Dogs,
Small
Pets,
Birds,
Friends,
Horses,
Cats |
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Company |
My World
Plus |
URL |
View My
World
Plus's
web site |
Industry |
General
Health,
Affiliates,
Wholesale,
Lifestyle,
Internet,
E-Business,
Communications,
Audio/Video,
Nutrition,
Computers,
Music |
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A popular tactic is
sending a welcome kit or an overview letter that
introduces your company, your values, and the additional
resources you have available for your customers
including a support email address, 1-800 number and so
on. This lets you control your company's image among
newly acquired customers. Otherwise, your customers are
free to form their own opinion without any guidance
whatsoever.
2. Categorize your customer. Is your customer a high
potential? Are they a transactional buyer that will
likely never buy from you again unless you offer the
lowest price? By segmenting your buyers based on your
existing database or known behaviors, you can develop
customized communication plans to retain them for years
to come. Some communication plan may be focused on
up-sell while others may only be focused on retention.
The communication plan you implement should be based on
the proper categorization of your customer.
BEAT the Cold Winter of 2007 ARIZONA'S NEWEST WONDER
Kartchner Caverns State Park opened in 1999. This stunning limestone cave system is one of the top in the world. Visit Sunny Southwest this cold winter |
3. Show your thanks.
Once you've acquired a customer, don't forget to thank them.
This may seem trite, but done properly, this goes a long
way. Often a hand-written note or personalized email from a
company president can do the trick. The real key is to make
the customer feel good about the purchase they've made and
the company they've chose.
4. Provide consistency among all touch points. Once you've
acquired a new customer, you must make sure that you provide
a consistent user experience. For example, if the prospect
contacts your technical support rep the first day after
they've purchased a product and receive an answer to their
question, then call the following day only to receive a
different answer, they're going to lose faith in your
company's ability to provide consistent and reliable
support.
You can benefit greatly by developing procedures that can be
documented and delivered consistently - meeting customer
expectations. This builds trust in your business and can
minimize defections. If the consumer knows they can count on
you to give them what they need/want, they'll be willing to
forgo a better price or promise of a better deal elsewhere.
BEAT the Cold Winter of 2007 ARIZONA'S NEWEST WONDER
Kartchner Caverns State Park opened in 1999. This stunning limestone cave system is one of the top in the world. Visit Sunny Southwest this cold winter |
5. Share customer testimonials on
future marketing pieces. Many marketers believe that
testimonials are only for prospects. The truth is that
testimonials can help retain customers, especially new ones,
when they are exposed to positive experiences of individuals
just like them. In addition to sharing testimonials, it is
always a best practice to ask newly acquired customers
(within 30 days of purchase) for their
feedback/testimonials.
The benefit of reaching out to your customers is that if a
problem exists, you can react to it and if they have
something positive to say about your product or business, it
can be used to reinforce your brand. (Note: be sure to get
permission to publish a customer's testimonial).
These techniques are very effective for maximizing lifetime
customer value. By shaping the image of your company,
providing a consistent experience, and sharing testimonials
for similar customers, you can develop a positive, lasting
impression with your marketplace.
Most importantly, keep it simple. Don't overwhelm your new
customers with tons of email, or direct mail. Develop a well
thought-out communication plan that has a definite purpose.
And most importantly, remember to thank your customers for
choosing your company, product or service.
ABOUT THE AUTHOR:
Michael Fleischner is a marketing expert
with more than 12 years marketing experience. He has appeared on The
TODAY Show, Bloomberg Radio, and other major media. For more free
marketing articles like this one, visit
http://www.marketingscoop.com.
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