Greetings!
Happy Tuesday! So....have you been naughty or nice? If there was some hesitation, you still have a couple days to shape up and get on the right side of the list!
As promised, this week we have a very special guest that is sharing his wisdom with the friends of Selling U. Tony Rubleski is a prominently and nationally sought after public speaker. He is also a national best-selling author and the creative genius behind the Mind Capture book series where he looks at how we can stand out in the age of "Advertising Deficit Disorder!"
After reading Tony's article, check out the coupon right after it to take advantage of a special offer he is giving to the friends of Selling U. With that, it is my pleasure to introduce to you -- Mr. Tony Rubleski!!
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The Land of the Lost Customer
5 Things You Can Do Immediately to Increase Sales and Profits
With Tony Rubleski
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It's a tragedy that costs
businesses globally millions of dollars in sales and profits. Something so
sinister that it not only frustrates customers but it also hurts many good
businesses at the same time.
What am I describing? A place where
countless opportunities to serve and sell more are sabotaged by a combination
of three challenges most businesses neglect to address and often downplay in
importance: poor customer service, poor tracking, and poor follow up. These three
areas are costing businesses of all shapes and sizes not only a fortune in lost
revenues, but at the same time sending capable prospects and existing customers
to not only your competitors but to a place far more dangerous: the land of the
lost customer.
So why is the land of the lost customer such a problem these days? Here are a
few answers:
*Getting new prospects via cold marketing is becoming more and more difficult
and expensive
*People are buried with choices and options and you often never get a second
chance to impress
*Most businesses have no systems in place to monitor and improve the level of
service they provide
*The life time value (LTV) of a customer's repeat business and referrals isn't
known or tracked
*A large number of businesses have no idea who their customers are and how to
even reach them
*There's little if any follow up communication with key customers to educate,
thank, update and make additional offers to increase sales
A lot of what I'm about to suggest is common sense and the temptation for most
organizations is that they're so easy, that they are often never implemented. I
know this for a fact, because many companies know they need to do many of these
items within their businesses, yet still procrastinate and downplay them until
they reach a crisis point (pain) and finally wake up to the hard reality
that it's costing them sales and profits.
Here are five things you can do immediately to increase sales and profits and
avoid sending prospects to the land of the lost customer:
#1. Track every lead
#2. Capture and update information on both prospects and current customers
#3. Make more offers
#4. Focus on getting more referrals from your top customers
#5. Invest in ongoing training
Tony note: I'm going to share with you three of the five tips from this
full article in respect of space and time. In addition, this is an excerpt from
my paid newsletter, A Captured Mind, that lots of people gladly invest in each
month to supercharge their business or nonprofits. See the side of this eletter
for details on how to take a test drive and become a valued subscriber.
#1 Track every lead. Why do so many businesses let a fortune walk through the
door and do nothing to stop it from happening? I'm baffled at how many
companies, especially retailers, that rarely track who is coming into contact
with them. There are numerous ways to track leads and it's a sin that's
committed millions of times a day. One of the simplest ways to track any lead,
regardless of what business you're in, is to simply ask, "How did you hear
about us?" Simple stuff, yet so few businesses do it. When a business
can't or won't track leads it's in a dangerous position indeed.
#2. Capture and update information on both prospects and current customers.
Once you've taken the first step of tracking the lead it's now time to get
useful information so you can reconnect in the future. Mailing addresses,
emails and fax numbers are the power trio of information you should assemble.
In addition, tracking the purchase history of your top customers is essential.
If and when you follow up with special promotions and new updates your top
customers are given high priority and VIP status versus the rest of your
customers and contacts.
#3. Make more offers. Yes, some of you reading are chuckling. However, this is
done rarely these days. Often when a business has the common sense to make more
offers it's usually inconsistent or whenever the business decides it's time to
finally do something new. If you're not communicating at least once a month
with key customers and prospects you're at a severe marketing disadvantage.
When working with direct clients one of the key things we do is adjust or set
up a multiple point touch system of follow up within their marketing plan. It's
a non-negotiable and required.
Let me give you a big tip that can pay for your subscription ten times over if
you remember and apply it: The best person to sell to is an existing customer!
As my main marketing mentor Dan Kennedy would say, "A buyer, is a buyer,
is a buyer." One of the biggest mistakes far too many businesses continue
to make is that they neglect and make few if any additional offers to their
biggest fans which are their existing customers. In the pursuit of new sales,
they prospect and divert key resources away from a fortune sitting right in
front of their eyes.
I also recommend that in your file system online or offline you continually
note and collect other key personal information such as birthdays, business
anniversary with you, referrals they've given you, and any key topics of
interest you discover such as hobbies, associations or family related
information. Here's a recent change we've made within our company which
you may find instructive. We've now begun in the last few months to
ask for and look up Facebook information from prospects and customers so we
have another zero cost touch point of engagement to share information and
updates.
Until next time, keep 'Capturing Minds' and profits!
Tony Rubleski
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50% OFF Tony's Mind Capture Newsletter
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If you enjoyed this article then you'll definitely be interested in
the special Tony's made available for our group. He's arranged a very special
offer for friends of Selling U to get 'Captured' by Tony by taking a
'test drive' of his offline newsletter called a 'A Captured Mind'.
Personally, I'm a huge
fan of his newsletter and subscribe each month to pick up several
new sales, marketing, and motivational tips to help grow my own
business. Simply visit
www.MindCaptureGroup.com/tonyspicks.php for more details.
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Offer Expires: While supplies last ~ No Cash Value ~ Coupon Code: TONY50
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Wrapping Up
Well, I hope you picked up a few good ideas today and I look forward to being with you again next week. In the meantime, if you have a burning question, shoot me an e-mail and I'll shoot you a reply. Also, why not forward this newsletter to a few friends that may also like what you've read.
Helping You Sell You,
Scott Gillespie
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Copyright (C) 2009 Selling U, LLC - All rights reserved.
Would you like to reproduce this document?
Please call us at 989.546.7355 for written permission by Scott Gillespie before doing so.
However, go ahead and forward this to as many people as you want!
Selling U, LLC ~ 9825 E. Broomfield Rd. ~ Mt. Pleasant, MI 48858
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