Can you spot the differences between these two similar businesses?
Hint: One is barely hanging on, while the other grows by an average of 18.2 percent in sales and 23.6 percent in earnings each year.
An urgent message for business builders with the honesty to admit they don’t understand “customer relationship marketing.”
Act now to download your free copy of 10 Secrets for Successful Customer Relationship Marketing without cost or obligation.
Dear Fellow Business Builder,
In the suburb of a major city, two businesses compete to serve a growing number of well-heeled professionals who drive expensive cars.
Both employ certified technicians who specialize in BMW, Honda, Mercedes, Toyota, Volvo, VW, Porsche, Audi and Nissan.
Both can do any work a dealer would charge for, while fully preserving the manufacturer’s warranty. And both have competitive rates.
Both stand behind their work with satisfaction guarantees.
And yet they are very different.
Ask the manager of the first to describe his business, and he will tell you “we do oil changes, tune-ups and engine repairs.”
Ask anyone at the other place and they will say, “We are in the business of giving you peace of mind about the safety and reliability of your cars.”
The difference is not simply a matter of words.
One business has a regular revolving door of casual employees, while the other has a loyal workforce of devoted, revenue-sharing partners.
One sees many first-time customers who never return. The other makes a repeat sale to a full 83 percent of its first-time customers (and can prove it).
There are other differences, as well. Significant: One is barely hanging on, while the other grows by an average of 18.2 percent in sales and 23.6 percent in earnings each year.
Please take this 30-second quiz to determine your aptitude for customer relationship marketing.
Customer relationship marketing aims to actively manage the relationship between a product or service and the customer. Which of the two businesses understands customer relationship marketing?
- Which business can arrange a rental car, a short-term loaner, or a ride to your office or the train station? Or pick up your car from your home or place of business?
- Which greets you by name and knows the repair history of your car before your arrive for your scheduled service appointment?
- Which doesn’t overwhelm you with technical jargon? Which listens carefully to your concerns about your car and its requirements, and patiently explains what they need to do to service your car and why?
- Which maintains a website that explains all the garage’s services in “earth-people talk?”
- Which rewards all new customers with a free car safety kit? Yes, free! No cost to you. No tax. No strings attached.
- Which is always happy to prepare a written estimate before they begin repairs, and show you any worn or replaced parts when they’re finished?
- Which makes sure you always receive a complete, easy-to-understand, itemized invoice?
- Which makes all its staff members accessible, so if you have questions or concerns you would like to discuss with the technician who works on your car, you can speak with him directly?
- Which mails a quarterly newsletter to every name on its customer list? Which mails you a reminder when your car is due for routine service?
- Which can confidently recommend services that they don’t provide, like automobile body repair, car stereo, security system, etc.?
- Which business washes and vacuums your car before returning it?
- Which, when you least expect it, likes to surprise you with a new ice scraper, a special contest or a fun prize? (When was the last time your car was returned with a box of chocolates on the front seat?)
- Which publicly posts its mission statement that was developed with input from every member of the staff? (It includes an unwavering set of values pertaining to integrity, quality of materials, workmanship and customer service.)
- Which hasn’t got a cracker barrel stove, but if you want to wait for your car while it’s being serviced, can provide a hot or cold beverage, some reading material and, of course, lots of engaging conversation?
Here’s the big secret behind customer relationship marketing: It’s not merely about what you say and do that makes customers loyal. It’s fundamentally about how you make them feel.
In 10 Secrets for Successful Customer Relationship Marketing you’ll discover how can you build an emotional bond with your customers in a real, personal, and meaningful way. Plus:
- Specific strategies and tactics to help you gain and maintain a competitive advantage.
- How to start and sustain a dialogue with your customers and best prospects.
- How to keep your customers from straying.
- How to make your business stand out from the competition.
- How to determine the strength of your customer retention strategy.
- How to increase your brand identity, both online and in print.
- How to cultivate an environment of trust.
- How to skillfully question your customers.
- How to create an exceptional loyalty program.
- How to consistently exceed your customers’ expectations.
- How to play to your customers’ emotions.
- How to create a brand that really rocks.
- How to get everyone on your team to focus on customer service.
- How to show respect for your customers’ privacy.
Is what you don’t know about customer relationship marketing costing you sales and profits?
10 Secrets for Successful Customer Relationship Marketing is a free publication of The Pohly Company.
Since 1987, we have been coaching businesses like yours on the leading-edge strategies of marketing, selling, brand-building, and customer communications -– to help you build profits and beat your competition.
Our customers include single-owned or small-chain retailers; small banks; and sole-proprietor service businesses, such as plumbers, electricians, lawyers, accountants, dry cleaners, auto repair and truck towing services.
If you want to take the next step toward successfully marketing your business — if you are ready to learn the secrets of customer relationship marketing — please download your free copy of 10 Secrets for Successful Customer Relationship Marketing right now.
Cordially,
Bill Dugan
Vice President/General Manager
FuelNet
P.S. If you’re still uncertain, please consider this:
Three important reasons to download your free copy of 10 Secrets for Successful Customer Relationship Marketing — right now.
Reason #1: 10 Secrets for Successful Customer Relationship Marketing contains truly useful information that could be critical to the success of your business — from a source you can trust: The Pohly Company.
Reason #2: It’s free.
We will simply send you a download link to your free report and notify you by email when we post new customer relationship marketing information to our website.
This costs you zip, zero, nada. No obligation, either. You can cancel at any time, without a hassle.
Reason #3: Your competitor might be downloading 10 Secrets for Successful Customer Relationship Marketing right now.