Scott Lewis Dr Joe Vitale Marketing Impulsowy
Crownover Jay Rowdy
Camillieri Andrea cierpliwosc pajaka
Cartland Barbara MiśÂośÂć jest grćÂ
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Long Julie Anne Nieuchwytny ksiaze
025. Merritt Jackie Zielona dolina
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Anton Szandor LaVey Biblia Szatana
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The weaker businesses are failing and will fall to the wayside. That s why it is so important that you fortify
your business so it will be protected against the idiosyncrasies of the consumer and the tactics of your
competitors. You don t have to be a victim of the tides. You can rise above the competition and profit during
these competitive times.
As soon as things tighten up, your identity, your reputation, and your uniqueness become essential to the
survival and growth of your company. Your USP can serve as a shield during these competitive times; it is the
single most compelling reason why a customer does business with you instead of with your competitors.
* * *
Stealth Marketing Technique #1: Work Your Current and
Past Customer Lists
The first thing to do, is identify and start conscientiously working your current and past customer lists.
Why? Because you spent hundreds, thousands, perhaps even hundreds of thousands of dollars, initially, to
locate, court and close those people. You ran huge newspaper ads, paying to reach millions, when in fact you
ultimately only induced dozens or hundreds to do business with you. Or you spent a small fortune on the sales
efforts your staff made initially contacting, or calling on, all of the suspects and prospects to locate, identify and
sell the customer.
Once you ve developed a customer, you have the most cost-effective, direct access to the single best source of
future business there is.
All you have to do is intelligently work that list, and rework it over and over again. By intelligently, I mean
logically.
First, contact the customer by letter, phone, or in person, acknowledge his or her importance, and then make a
powerful and compelling case as to the reason why (this is critically important) the customer should be
interested in taking advantage of the product or service you re now offering. Make certain you can actually
proffer a reason why (or multiple reasons why), then lead the customer to action. Tell him or her why to buy,
how to buy, what to do and why they should do it now.
If you can t answer compellingly and simply all these points you must concentrate your focus on these
critical issues (and if necessary get your staff, vendors or industry trade groups to help you) until you can
smoothly, concertedly, powerfully, and intimately express them in a manner people will respect, believe and
(most importantly) respond to! Acknowledge the adversity your customers are facing, let them know that you
appreciate and are concerned about their circumstance. And, adjust your offers accordingly so they ll understand
how you have shown your concern. They'll reciprocate your concern with their sales dollars, maybe not today,
but certainly in the future.
Your customer base is a group of individuals who have obviously purchased from you before. Leverage off
of the reasons that they previously purchased from you, and stoke in them the essence of those reasons once more.
Most business people don t work their past customers at all. And those who do work their past customers,
produce only a fraction of the potential they re capable of producing.
Satisfied customers like to be, want to be and are already favorably predisposed toward working with you or
doing business with you. They are simply silently begging to be led. By that, I mean they want to repurchase
ironically, they really do. But it s up to you to expend the effort, the energy and the necessary overture to lead the
customer back. There s an infinite number of ways this can be accomplished. For example:
A) Offer your customers one time, preferential pricing to induce them to do business with you again.
Here's a sample sales letter that a service business could use:
Mr. John H. Customer
1209 Arlington Avenue
Milton, Iowa 00000
Dear Mr. Customer,
I ve been thinking about you a great deal, and I ve decided to do something a little bold but perhaps
very much appreciated by you, once you understand the method behind it.
Simply put, I ve just started an automatic, ongoing, subscription-based service that I m inviting my
better customers to take advantage of, whereby we automatically render to you on pre-established,
appropriate intervals our cleaning service [or our tree-trimming service or auto detailing service or rug
shampooing service].
Our technicians [or lawn care specialists or auto mechanic experts] will come to you, determine
through consultation with you exactly the level of continuing service you require, and at the same time
every month [or week or three months] automatically perform that service for you.
We ll keep your home [or yard or car] at the level of perfection you want and expect, automatically,
without you having to worry about contacting us.
In addition to scheduling our service at the intervals appropriate for you, when you sign up for this
service, you ll also get, free-of-charge, our interim catastrophe insurance. In other words, if something
happens to your carpet we will come out and spot clean or repair it at no charge [or if something happens
to your car and the wax job on it wears off between detailings, we ll come out on the spot and improve it
at no charge].
What s all this cost? A lot less than you might imagine, and certainly a lot less per visit than it would
if you engaged our services one time only.
Why is it such a savings? The answer is very logical, actually. I have employees on my payroll
whom I have to pay whether they work or not, and for some inexplicable reason, everyone wants to avail [ Pobierz całość w formacie PDF ]
