Somerset-area Small Business Accountant Provides Some Profitable, Specific Ideas for Direct Mail
May 27, 2012
I wrote last week about direct mail, and after posting it, I realized I didn’t quite give you actionable ideas for what to *do* with that direct mail.
So, this week’s Strategy note is a simple strategy for it, and to keep your best customers coming throughout the year — even during the dog days of summer here in Somerset Area. It’ll help you with those numbers, perhaps even faster than you might anticipate. Enjoy!
Somerset Area-area Small Business Accountant Provides Some Profitable, Specific Ideas for Direct Mail
I’ve spoken before about the value of a regular communication plan with your existing clients and friends. And as I’ve done so, here are some things which I’ve discovered for you to carefully consider:
#1: Most businesses pay too much in chasing new customers and too little in building repeat business with their existent customers.
#2: The satisfied customer will likely purchase again. And they will purchase more, and will purchase something different.
#3: It definitely costs less to motivate a known customer to purchase again than to acquire a new customer.
#4 BIG IDEA: Customers are only fickle because a new competitor is paying more attention to them than you are.
In business-to-business marketing many companies make the huge mistake of having all their contact with their customers go through the sales representative. This leaves the customers vulnerable to theft if the representative jumps to another Somerset Area-area employer. It also leaves too much opportunity for negligence on the sales rep’s part.
Regardless of the layers of distribution between you and your customer, it’s a good idea to establish some direct link. The owner of a restaurant can do that by coming around and chatting personally with the customers. The chief executive officer of a large company can do it with a newsletter and maybe a hotline telephone number.
Direct mail is perfect for cutting through these layers (in addition to, and on top of email). Here are some of the ways that direct mail can be used to communicate with established customers.
#1: To introduce new products or services.
#2: To give advance notice of and explain price or fee increases.
#3: To offer special discounts or premiums.
#4: To provide useful information.
#5: To give recognition to top customers.
#6: To announce seasonal sales.
I’ve rarely seen a business that could not increase and improve through increased direct marketing to current customers.
Do not make the mistake of assuming knowledge on the part of the customer.
Do not take shortcuts with existing customers and do not feel that you are boring them by telling the same story repetitively.
If you have quality, service, guarantee, price or other advantages, point them out each and every time you deliver a sales presentation.
American business — especially in the Somerset Area market — desperately needs to place a new higher value on the customer in this economy. Communicate with your customers and you’ll do more business.
I know this isn’t the normal fare from an accountant, but whoever said “normal” was acceptable, anyway?