The Marshall Plan for the rehabilitation of clients How to spend less in order to sell more

The Marshall Plan for the rehabilitation of clients How to spend less in order to sell more My wife loves shopping at the local Safeway. Perhaps because competitive prices? Yes, it's part of it. E 'because of the situation? Yes, it's part of it. Also has the service of their production. But the main reason why love shopping at local Safeway is "Marshall." Now, Marshall is very good by the person. And 'fast, efficient, and rarely made a mistake. But his "capacity" is not why my wife keeps coming back. It continues to come back because Marshall always has a warm and friendly smile. And when Marshall asks, "How are you today?" Well, by golly, you know who is sincere about it.You see, for those few minutes, while it is a client for his departure Marshall line my wife feel genuinely valued and appreciated. And week after week you buy at the store of our "Marshall" Safeway.As entrepreneurs, marketing professionals and sales of a few of us have the same week, face to face Marshall, the possibility that our customers feel valued and appreciated. Yet, if we are smart, we will ensure that we have our own "Marshall Plan in force. We will ensure that - once we have "saved" by our customers of the handles of our competitors - we have a monitoring program in place to obtain health and increase the profitability of this very relationship.This marketing. And, with studies showing that the total cost of obtaining a new customer to 10 times greater than the mere possession of an existing one, it can also do a lot of dollars and cents. Especially when you consider that the five per cent improvement in customer retention can lead to an increase of 85 percent of profits. It is not necessary to be the wise King Solomon in numbers.For example, imagine for a moment that you work in real estate or real estate agent or loan official. John and Judy home before buying their first home or near their first loan through your company. Assuming that John and Judy are upwardly-professionals, which will probably be a minimum purchase of another 4-5 homes during their lifetimes.If you are in business is a loan from another 4-5 spot to a minimum. If you are an agent or broker, there is the potential for another 8-10 operations. (Counting the sells as well as buy it.) John and Judy alone - even if you send a referral - in theory, it is worth several thousand dollars to you their life. But if you are actively engaged in this relationship ... if it provides a consistent and concentrated effort to make John and Judy feel valued and appreciated ... they will send you a lot of referrals. I GUARANTEE it.now stop a moment and multiply the above example 40, 50, 500 or 1000, and I understand why today savviest marketers are placing more emphasis on the 'share of customer "and" value "of their" market share. "But without proper planning and execution will help you to deal with the execution of John and Judy full of" value ". The same goes for any other sector well.Good of communication is the key to increasing your KeyThe "Share of Customer" and maximizing "value" is to strengthen the bond between you and your client. It is therefore not surprising to anyone that communication plays an important role in this collage process.An organized and consistent communication will keep you in touch with customers on a regular basis - and increase the Top of Mind Awareness (TOMA) with them. Furthermore, by accepting and encouraging comments, will be remembered as very important and special for you. And, as we all feel special, valued and appreciated. We all love to feel "loved". In one of his numerous articles for magazines marketing consultant James Rosenfield writes: "Every client starts with something like love." Your objective, as entrepreneurs, marketing professionals and sales move your new customer beyond "something that resembles love" on reality deal.Ideally tu each new customer walking, talking, speaking of - mouth advertising for you, your products and (or) services. It is a proactive, customer "letter program can go a long way towards achieving this ideal. But most of us in sales profession, unlike Marshall, have little opportunity for weekly personal contact. In this case, direct mail is an efficient and effective tool for customer loyalty. Here are some examples of the type of communication that should be in any good program post Client Letter: Letter of thanks - A place on the day of the sale is closed. Sure, it's something that we all - right? Well maybe not everyone, but I know from experience that a number of other people do not. Letter from Mr. Big - To be sent 10 days to 2 weeks after opening the account. In a small company, it must come from the presidency. In a large company, an elderly person. This letter is a warm and property management information and also welcome the new customer that, ultimately, the ball will stop here. "Example text. "If the product was purchased, or someone in my organization can not meet its approval - now or in future - and I want to know." How do I / we do? Letter - Letter to a week after the sale. This is a letter that explains how friendly honest feedback is important to you, because it is the only way you can improve. Attached to the letter is a short customer satisfaction survey and stamped, retu envelope. The feedback you receive from this study will be of great value for your marketing efforts underway. These comments will help you make more sales and generate higher profits. Happy birthday to the letter - Sample opening: "It was one year (year ___), as is: open your account (closed on your house, closed on your loan) with us, and I just wanted to Happy Birthday and thank new. We look forward to working with you for many years to come, "a case, the appreciation of customers Letter - Sample opening:" Do not you ever get so caught in the mundane everyday responsibilities of your work have sometimes things? So what to do. And that is why I'm writing. "From this point on you go tell your client that you and appreciate their value and not selling business.Don in this letter. Helpful Hints: Mail this letter right before you know your score will be in contact with many people. For example, just before Thanksgiving or before a trade convention or industry gathering. This will have the maximum mileage positive word of mouth, the letter creates.How us? / How are we doing? Survey Letter - Is it necessary to review regularly your customers at least once a year. Only the act of sending the survey sends a message that they are important to you. But the greatest value and benefit to you and your company is the comment about how we can improve. So, a word of your letter so that it will encourage response.Sample copy: "At ABC Widgets, we are committed to offer affordable high-performance widgets backed by a level of service that sets the standard for the industry. Your feedback is very useful for us to measure how well we are meeting that commitment. The investigation, although no retu, is always one more than an indication of their importance for you.Birthday Cards - There was a time when you visited any park store you can find forms to fill with your pet name , address and date of birth. A complete and during the month of your pet birthday Park send your "Fido" or "Fifi" a birthday card and an invitation to come into the store and get a 10 percent discount.Shouldn man, we treat our customers with the same care and thought? I think you know the answer.Hand word "Congratulations" Cards - Each time you or your assistant read or heard about prices, appointments, promotions and other forms of recognition eaed by your clients - or their children - recognition a letter or card. It is a small thing, but it is much appreciated and will pay big dividends.Thanksgiving Letter - What better time to show our gratitude and appreciation for our customers that just before a national holiday dedicated to being thankful and appreciate? A client, I sent my letter of thanks to liked him so much, he insisted on me to pay so that it can adapt and send to its employees and customers. For a copy of this letter, send me an e-mail to ENicastro@positiveresponse.com.As Thanksgiving is traditionally the start of the summer season, another advantage of this letter is that you can work with you my best wishes and greetings for the season. This way you can be among the first to do so and are not your feelings lost in the deluge of Christmas and Happy Holidays cards from later.In to pay in addition to these communications, there will also be sent to promote your mailing normal Regular reminders of the benefits of doing business with you and your business. Also, you want to send a quarterly newsletter.With database marketing low-cost technologies available today, there is no reason for a small company that have not reflected, coherent and well defined "client" program. There is one drawback - it is not a "quick fix" for low sales. But the benefits are numerous, including: to optimize the retention and customer loyalty, reduce marketing costs profits.Most and more importantly, post your client "program from the vast majority of your competitors. And I will give you the competitive advantage that leads to an increase in sales and profits.About the authorEest Nicastro, a direct marketing consultant, writer and specialist in the production of lead, the leader of a coup, an award winning marketing B-to - B marketing and lead generation. For your free copy of a positive response from the Special Report, 77 Sure-Fire Marketing Tips Guaranteed to enhance the results, e-mail Eest (see subject) for ENicastro@positiveresponse.com. Or, contact him by phone at 614.747.2256. For more information visit Eest Nicastro reprinted in May 2006 This article is online and in print provided the links remain live and the content remains the same (including the "About the author" message).