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Affiliate Program

“Happy Groundhog Day”
by Eva Gregory

Studies show that it costs from four to ten times MORE to create a new client than it does to keep an existing clients. Yet one look at most marketing plans quickly reveals that most of the time, money and effort is spent in making new customers!

How do we change that fact and start catering to our clients so much that they are never tempted to leave us? We WOW 'em! How do you wow a client? It involves great service, excellent pricing ... and maybe a groundhog.

Here's how to wow your clients:

• Pick an odd holiday on which to contact your customer. If possible, make it something that relates in some way to them or their company. Don't know that much about them? Shame on you. ;-)

During Christmas and other major holidays everyone and their cousin sends a client a gift. Half the gifts don't even get looked at, much less acknowledged. Why not stand out from the crowd by picking an offbeat holiday? You will be the ONLY one who sends a gift or a note and you WILL get noticed. Now that's positioning at it's best!

• Buy or design a gift that reflects the holiday. Don't buy one of those “fits any occasions“ cards. If need be, fire up the computer and make one yourself. Better yet, find (or have someone help you find) a gift that fits the occasion. Think of how cool it would be to get a dozen roses on your anniversary. Now think how cool it would be for your CLIENT to get that dozen roses on their company's anniversary! The ideas are almost endless.

• Write a short background piece on the day you are celebrating (make it humorous if possible and keep it to 100 words or so) and include it with the gift. People love trivia and most people love to learn little known facts. Writing the note yourself adds a personal touch that no computer generated card, or even the mighty Hallmark, can touch.

• Send the gift to arrive the morning of the holiday. This gift will make a big impact. You want the client telling people at lunch “You won't believe what I got this morning“

• DON'T call them that day. DO call within three days to see if the gift arrived. Don't pump them for referrals or ask for an order. Make this call about them and about how much you appreciate their business.

This is PR with a purpose! Remember the formula we discussed in the beginning? Not only will you make more money by keeping clients happy, but you will garner referrals as well. When that starts to happen, your biggest problem will become finding holidays to celebrate!

Copyright © 2002 Eva Gregory