lead generation rekindle relationships

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Lead Generation - Don't Forget Inactive Accounts

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Page 1: Lead Generation Rekindle Relationships
Page 2: Lead Generation Rekindle Relationships

TARGETED MARKETING

How to Get Started

Page 3: Lead Generation Rekindle Relationships

What Result are You Seeking?

• Retention of Client base• Reactivate dormant accounts• Reward Referrals • Targeted lead generation • Top of Brand Awareness…keep your name in the

front of the pack

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• Does your billing or sales software export customer data as a text file, like excel?

• Is your client data updated regularly?• Does your database include e-mail addresses?• Does your database include prospects and/or dormant

accounts?• Can you clearly define your ideal client?

What data do you have to work with?

Page 5: Lead Generation Rekindle Relationships

What Message for your Customers?

• Tell a story – how your service or product solved a problem.• Reminder of how you are different – why they should buy

from you.• Testimonial – let others share why they chose you.• Special Offer – we give deals to new accounts and our clients

know that. Offer something your client doesn’t currently buy or that would improve your relationship with that client.

• Introduce a new service or product – how you are evolving to respond to your clients’ needs.

Page 6: Lead Generation Rekindle Relationships

Marketing Media - Customers

• Postcard – best method to send one message, no issue with blocked by the server, you control the quality of your image and product.

• Newsletter or sales letter – best for professional, consultant message. Formal equates to expert.

• E-mail message – short message can be easier to implement, economical to send, a good supplement to a multi-media marketing program.

• Phone or visit that offers value – no idle chat, no sales talk. Today’s buyers only have time for people that make their workday better, solves a problem fast, saves them time or money. Become their expert resource.

Page 7: Lead Generation Rekindle Relationships

Content Checklist - Customers

• Call to Action – what do you want them to do?• Sense of Urgency – Give them a reason to ACT NOW• Track your response “hits” – use an 800#, include an

offer code or track-able price, “bring in this coupon”, log-on and enter to win contest, etc…

• Phone, Website, email and now QR Code…options they are comfortable using to communicate with you

• Personalization – everyone likes to be remembered.

Page 8: Lead Generation Rekindle Relationships

Message to Reactivate Dormant Accounts

• Your company has gone through changes and came back stronger – tell them

• You miss them and would like to get re-acquainted – tell them

• You now sell, produce, offer services they don’t know you do – tell them

• Your loyal buyer is gone – you need to “court” the new buyer on how much easier it is for him/her to keep you as their vendor of choice

Page 9: Lead Generation Rekindle Relationships

Marketing Media - Dormant

• Sell Sheet or Rack card -use bullet points with topics of interest to them

• Introductory letter – We’ve missed you, we believe our XXX service is a good fit for your company

• Invitation Card – announcing we now offer XXX, come take a tour, let’s meet over coffee, etc.

• Ad Specialties – take a gift for your face to face meeting, or prize for the first 50 who respond, etc.

Page 10: Lead Generation Rekindle Relationships

Content Checklist - Dormant

• Make sure you have current, up-to-date contact information – staff time on the phone getting new info is the best, using a list cleaning service is the next best option.

• Include what you are going to do next for them – call and offer to meet , give them a welcome back special offer, request an opportunity to solve a problem they’re facing.

• Ask permission to keep in contact – If they say yes, you’re one step closer. If they say no, you can reallocate your resources.

Page 11: Lead Generation Rekindle Relationships

Referrals - Nurture this Resource

• A Referred Client has already been told you are a quality company.

• A Referred Client is less likely to price shop for your services.

• A Referred Client is more likely to stay with you for a longer period of time.

• A Referred Client costs you less time/money to “court” for their business.

Page 12: Lead Generation Rekindle Relationships

Opportunities for Referrals

• When you come to the rescue for a current client – it’s a good time to ask… who else might we be able to help?

• Let others speak for you… educate your networking peers, describe to them, your ideal client or opportunity.

• Offer a Reward for a Referral that becomes a client. Use the back of your business card, create a footer on your email, include asking for referrals as a part of your sales materials.

• Thank a current client for their business a hand-written note still has the highest value. Top of brand awareness increases your potential for referrals.

Page 13: Lead Generation Rekindle Relationships

Marketing Activities - Referrals

• Enclose a customer survey with your invoice.• Deliver a reward “gift” to a customer or fellow networkers

that sent a client to you.• Make sure your website makes it easy for visitors to forward

your information to others.• Track the number and % of new clients that come from

referrals and share in your communication with your clients.• If referrals are the best method for new accounts – why

prospect? Mindset… always stay in the seek mode (not a reactive mode).

Page 14: Lead Generation Rekindle Relationships

Referrals – You might start with:

• Whom do you know who… (finish the question with a specific customer profile)

• I’m expanding my business and am seeking new clients. I need your help…

• I have something important to ask you.• We’re looking for more customers just like you. Do

you know of someone that could use our services?

Page 15: Lead Generation Rekindle Relationships

Lead Generation – Define the Target

• What client profile purchases your high margin sales?

• What client profile brings strong repeat business?• Are these profiles available, rented or purchased

from a mail or email list provider?• What has been your best “fishing hole” for new

accounts?• What is your sales process? How many “touches” are

required to generate a sale?

Page 16: Lead Generation Rekindle Relationships

Lead Generation - Message

• What would your clients say is the biggest reason they buy from you?

• How would you avoid using the “lowest price” as your approach for prospecting?

• How are you different from their current supplier?• Why are you a valuable resource?• What offer would entice them to become a new client? • Hint: if it’s not an offer that would get you to buy – it won’t

get them to buy either.

Page 17: Lead Generation Rekindle Relationships

Lead Generation - Media

• Determine if your leads lists should be further separated into specific groupings (niche).

• Determine what message or offer is “ideal” for each niche.• What is the dollar value of your average order? What is the

average lifetime value of your client? What is your budget per lead?

• Now we can select the media, the number of “touches” and the budget needed for generating leads.

• Stay the course… track results, test message and adjust.• If you must trim budget “court” a smaller niche group or

stretch intervals a little. Leads are not optional, they’re your future.

Page 18: Lead Generation Rekindle Relationships

• Lead generation

• Mail list acquisition, integrated marketing campaigns, mailing services

• Cross sell / up-sell• Database management, variable/personalized printing, fulfillment

• Customer retention / re-activation• CRM campaign management, database management, promotional

items • Control of your brand identity materials

• Web to print systems, graphic design, posters signs and banners• Marketing performance analysis

• Integrated direct marketing, online reporting, variable/personalized printing technologies

Providing Capabilities to meet your Business Objectives

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Providing Capabilities to meet your Business Objectives

• Printing services - Digital and Offset– Variable / Personalized

• Posters, signs and banners• Web to print technologies• Direct mail services

– Integrated direct marketing technologies– Database management

• Promotional items• Graphic design• Complete bindery and finishing services

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Sir Speedy Phoenix/Glendale

www.sirspeedyphoenixglendale.com • [email protected]

Phone 623.939.0092 • Fax 623.939.7073

5310 W. Glendale Avenue • Glendale, Arizona 85301

QR Code – Sir Speedy

Glendale Website

Scan with your Smart Phone and see how Mobile Marketing and Sir Speedy can help

Ask us for details.“Grow Your Business.”

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