Presented by Kathy Paauw

Kathy PaauwCertified Professional & Personal Coach

Productivity Consultant ~ Trainer ~ Author

Business owner since 1995

MY SITUATION IN 2005:

• Trading time for money

• No paid vacation or retirement

• Burned out & tired

ALARMING STATISTICS• The #1 reason a customer does not come

back… they forgot about you.

• 95% of your happy customers will purchase from a competitor on an impulse.

• For each month that you don’t communicate with your customers, you lose 10% of your influence.

HINT: They’re already in YOUR back yard!

67% of business today is driven by personal referral and word-of-mouth.

What are you doing to attract referrals?

What are you doing to maintain customer loyalty?

91% of customers say they would give referrals, but 80% have

not been encouraged to do so.

HOW I DID IT…

Became more intentional about getting to know people as people.

Made them feel valued by expressing appreciation and remembering their birthday

Built a know-like-trust relationship

Increased my top-of-mind awareness so I am REMEMBERED.

NETWORKING

Tips from my book, The Music of Your Heart:

Network with those who are doing what you want to do, and soon you’ll be doing it too.

If you are the role model that everyone looks up to in your network, it’s time to upgrade your network.

Collect and record info about people you meet.

The size of your network determines the size of your net worth.

www.TheMusicOfYourHeart.com

Get the address and birthday of people you meet

so you can keep in touch and stay top-of-mind!

NETWORKING

“It doesn’t matter how much someone knows, likes and trusts you if they don’t REMEMBER you when they’re ready to make a buying decision.”

- Kathy Paauw

How are you staying TOP-OF-MIND?

The most powerful marketing of all...

"People will forget what you said, people will forget what you did,

but people will never forget

how you made them feel."-Maya Angelou

Be remembered as someone whomakes others fee VALUED!

Mary Kay Ash’s key to success:

“Make your people feel important.”

Mary Kay Cosmetics ($1.2 billion empire)

She taught her sales reps to send three handwritten thank you notes every night before bed.

Tom Hopkins Thank you Note Habit

• Within 5 years he went from making less than $50 a month in Real Estate to building an ANNUAL sales volume of over $14 million

• SECRET WEAPON: 10 hand-written thank you cards every single day

• 99% of his business by referral within 3 years

Tom Hopkins: Thank You Note Habit

• Thank you for talking with me on the telephone.

• Thank you for meeting with me.

• Thank you for your business.

• Thank you for your kind referral.

• Thank you for the excellent service you have provided for me.

• Thank you for taking your time to consider letting me serve you

(after first refusal).

• Thank you for taking your time to analyze my services

(after they bought from someone else).

• Thank you for using our service/product

(sent at one year anniversary).

Joe Girard was born during the depression in one of the most deplorable ghettos in Detroit.

How successful did Joe become?• The Guinness Book of World Records: "World's Greatest Retail

Salesman" for 12 consecutive years. • Sold an average of 6 cars everyday. • Sold 13,001 cars during his selling career… all at retail.

What was his secret?He built and maintained relationships. Joe sent 13 cards to each of his prospects and clients every year. He created top-of-mind awareness by keeping in touch with them.

What kinds of cards did Joe send?*

• Thank you notes• Cards of encouragement• Cards of congratulations (wedding, baby, job promotion)• Birthday cards• Holiday cards (Season’s Greetings, Valentines, etc.)• Helpful news and information • Small gifts to his best customers and referral partners

*An automated system was not available at the time, so Joe hired three full-time employees to buy his

cards and handwrite messages for him.

Two Case Studies:

• Las Vegas cocktail waitress

• Friend applying for a job at Amazon

Opportunities to be remembered as someone who makes others feel valued:

• Gratitude (just because)• Birthday• Anniversary (wedding, annual renewal, closing)• Congratulations (baby, engagement, wedding)• Thank you (business, referral, gift, hosted meal)• Sympathy• Apology• Holidays

DO NOT MIX THESE WITH MARKETING!(no business cards)

Send a Personalized Greeting Card

How many cards would you

LIKE to send each month to family and friends…

if you had a

convenient and affordable

way to do so?

How many cards do you

NEED to send each day or each month…

To stay top-of-mind and be set apart from your competition?

Do you say to yourself,

“I can’t afford it!” ?

You can’t afford NOT to!

Cost of retention of a client/customer is 10% of

cost of acquiring a new one.

5% improvement in customer retention equals

25%-85% improvement in profitability.

62% of your customers are not taking advantage

of all of the products or services you offer.

The #1 reason customers leave to do business with someone else:

PERCEIVED INDIFFERENCE

(68% of customer defection is because they think you do not care!)

Become a CHAMPION thank-you note sender!

"Who does not thank for little will not thank for much."~Estonian Proverb

Did a great job – I know, like and trust him!

Offers other services I could use – roof & gutter cleaning, walkway/driveway pressure washing

Has more work than he can handle by himself, and wants to attract more business so he can afford to hire more help.

I have not heard from him since May, 2009.

For each month you don’t make contact, you lose 10% of your influence.

OOPS! How will I remember his name and how to

contact him?

Will he get my repeat business/referrals?

It costs a lot more to acquire a new customer

than it does to retain an existing one.

What are YOU doing to be remembered by YOUR

customers, prospects and referral partners?

Idea: Send four stay-in-touch cards a year, using automated campaign feature.

Cost: $4.32 (including postage) and a little time to set it up and click “send” ONCE.

ROI: Service visits yield $200-$500; ROI well worth $4.32 to keep me as a customer and attract referrals, too!

IDEA: Each quarter the customer receives a valuable tip that is relevant to household maintenance needed for that time of year. Example:

Spring card: “Here’s my recipe for the cleaning solution I use for streak-free windows. If you find that you don’t have time to clean the windows yourself, I’d be delighted to assist you. Just give me a call.”

• A well maintained network of only 100 people can lead to millions of dollars in business over time.

• Each person in your network can connect you to 250 people... that equates to 25,000 potential connections!

• Make a list of your top 100 clients and differentiate yourself from your competition by following a simple inexpensive plan that takes less than 5 minutes per day.

• Create and send a real paper greeting card on the Internet without

leaving your office.

• Send a card campaign (same card or series of cards personalized

to multiple recipients) with one click of a mouse.

• Send completely customized cards with your own

graphics, handwriting, signature and personal message.

• Cards are less than $1.

• SendOutCards does the labor -- they print, address, stuff, stamp

and take to the post office for you. I just sent two campaigns:

holiday cards to 646 business contacts and 271 family & friends.

• Include gifts and gift cards with your greeting card.

Case Study: Real Estate agent: Elizabeth Ward SmallNational Top Producing REALTORBurlington, NC

Sent 12 postcards (one/month) to 240 households in her region

NOVEMBER BLANKET & COAT DRIVE

DECEMBER TOYS FOR

TOTS DRIVE

FEBRUARY FOOD DRIVE

Why multiple contacts?

The average prospect will not do business with you until they have seen or heard

from you at least 7 times.

Campaign: Great to meet you

Campaign: Keeping in Touch(just because)

Campaign: Tangled Whale(encouragement)

Campaign: Making a Difference(appreciation)

Campaign: Christmas Card

Sent to 722 people with a single mouse click!

QUARTERLY POSTCARD

$0.31 postcard

$0.33 stamp

$0.64 x 4 = $2.56 per person/yr.

QUARTERLY GREETING CARD

$0.62 card

$0.46 stamp

$1.08 x 4 = $4.32 per person/yr.

What would that kind of

TOP-OF-MIND AWARENESSbe worth to you?

What you send out comes back!

I’ll do it when I get

AROUND TO IT

Multiple-Piece Campaigns

• Create, send and forget (and be remembered!)

• Create your own or purchase professionally designed campaigns: www.SmartFollowup.com

• General stay in touch• Generic referrals• Holiday cards• Real Estate Agents• Mortgage Brokers• Insurance Agents

• Accountants• Dentists• Chiropractors• Attorneys• Carpet Cleaners• SendOutCards

SavingYourselfSignificantTimeEnergyMoney

Simply go to www.sendoutcards.com/101836

or email: wesleyl@businessblessings.com.au