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Greetings from BBI!
Today's competitive broadcasting environment means that we all must be better, we all must work smarter. Bryson Broadcasting International (BBI) is committed to helping broadcast organizations worldwide to raise their level of expertise in sales and management.
Our newsletters give you information about sales and marketing that you may use to increase your revenue. We hope that you may find them to be of great benefit to your sales success. Happy selling! |
Turning Unhappy Customers Into Excited Fans
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Most of our clients will measure the success of their advertising with us by the growth of their business. But sometimes, we deliver customers to the business, but the business either does not sell these prospects or does not retain them. How they handle customer complaints is a large part of retaining business ( remember my strawberry story?)
The following statistics were generated by the Technical Assistance Research Programs. You might want to pass these along to your clients.
- On average, 26 unhappy customers will not complain for every one who does.
- Each of these 27 unhappy customers will tell an average of 16 other people about his bad experience.
- It costs 5 times as much to attract a new customer as it costs to keep an old one.
- 91% of your unhappy customers will never buy from you again.
- If you make a good effort to remedy your customers' complaints, 82% of them will stay with you.
You can make an unhappy customer happy by asking him three questions:
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What has happened?
- What should have happened?
- What can I do to make it right?
Helping our advertisers to retain their customers will help us to retain ours. We become partners in creating successful marketing campaigns.
PS
It's a good idea to remember these statistics when we have a customer unhappy with us, too.
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| The Client's Corner |
| Keep in mind that as surely as consistency works in advertising, inconsistency breeds failure. Too many changes in your advertising message can confuse your brand's identity. You will win if you find a way to "own" a segment. Concentrate your strengths by utilizing the things you do well. |
| Words to Live By..... |
"We're drowning in information and starving for knowledge."
Rutherford D. Rogers |
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