Last updated June 28, 2005

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Reap Rewards –
Customer Loyalty

Great marketing, loyalty programs increase sales -- identify your best customers then offer preferential treatment! Communicate on a one-to-one basis with select clients or customers, refine dialogue, cross sell, and up sell. Once you know what your best customers want, a great loyalty program will bolster relationships and ultimately create more sustained and return business.

Basic strategies to keep in mind while developing a successful loyalty program:

• Continuously obtain the most accurate customer data and research to provide insights into individual customer’s behaviors, motivations, goals and needs.
  
  
• Know what your customers want or need. Anticipate customer needs and trends ahead of time. When you can do this, customers cannot "afford" to take their business elsewhere.
  
  
• Customize information for loyal clients. Strategically use client database information to personalize and customize communications, products and services.
  
  
• Provide value in loyalty programs for each customer. Offer small, extra services your competition can’t or don’t offer.
  
  
• Develop a positive learning relationship with customers. Continually teach clients more about your company and always add customer information to your database. Take interest in clients’ evolving business and professional lives.
  
  
• Don’t assume you know everything about clients or potential clients. Do your homework and know what they value as well as trends in their industry.
  
  
• Develop social bonds that create stronger relationships. Positive interactions and experiences increase the chances that customers are psychologically invested in doing business with your company.
  
  
• Be well-informed and stay on the cutting edge of needs, technology, and trends for clients.

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Marketing Myths That Hold Companies Back

Beware…the following marketing myths can result in lost sales. There is value in debunking each myth.

Myth 1: Customers Always Choose to Do Business Wherever They Get the Cheapest Price.

Instead…
Provide added value to your customers with inexpensive enhanced products or services.

The price war strategy is a deadly game to play in business. Yes, some customers/companies may look for the cheapest price, but is that the type of customer you want? In the long run, driving down pricing can drive down profits and perceived value of your product or service.

It’s important to differentiate your company by offering “added value” rather than “bargain pricing.” Bargains can be found easily but can come with many flaws.

Myth 2: The More Offers You Provide Your Customers, The Higher Sales Will Rise.

Instead…
Make customized offers or options easy, convenient and streamlined so clients can say “yes” or “no” to specific items.

Most people do not want to make tough decisions. It is a salesperson’s job to provide a complete plan of services or products that would best suit his or her client. When the offers are confusing or too great in number, customers have a tendency to delay their decision and many times will avoid making complicated decisions.

Myth 3: Everybody Needs Your Product or Service

Instead…
Time must be devoted to finding your customers and convincing them to purchase products or services.

You may believe every business or client needs your products or services, but informing and promoting is essential no matter how wonderful your product or service may be. Building successful sales is hard work; time and resources must be devoted to finding customers and then convincing them to do business with you.

Define your niche markets, where your product or services fulfill specific customers’ needs. Focused target marketing will generate more sales and increase return on your advertising investments.

Myth 4: Keep Changing Your Advertising or Your Sales Will Decline

Instead…
Budget a majority of advertising dollars with proven advertising strategies then utilize a smaller amount to try new advertising vehicles.

Abrupt and inconsistent advertising can water down your advertising dollars. Never abandon advertising that's working; even though you may think that everyone has seen or heard of your ads success is in the results so keep advertising if results continue.

Consider the 80/20 rule: Utilize 80% of your allocated advertising funds on proven successful avenues while setting aside 20% of your advertising fund on new opportunities that may better connect you with your target market.

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Self-Promotion

What is self-promotion? According to the American Heritage Dictionary, self-promotion is: “promotion, including advertising and publicity, of oneself effected by oneself.”

Whether in a large corporation or an independent business person, everyone must self-promote. All employees can attract potential clients through self-promotion.

Self-promotion (of yourself and/or your company) may sound like a simple marketing strategy, yet it is integral to business success. Whether it comes easily or is a challenge, self-promotion will help lead your business to increased awareness and increased sales. If you feel overwhelmed at the prospect of self-promoting, consider utilizing the skills of professionals and outsourcing self-promotion to a public relations/marketing firm.

The following are a few tips to keep in mind:

Be authentic. Successful self-promotion is based on integrity and authenticity. Be honest and let potential customers get to know you and your business.

Be resilient in your message. You may be bored with your self-promotion message, but remember that not every potential customer has heard your message. Make it a goal to self-promote daily.

Make a connection so prospective clients and customers can immediately grasp the value of your work. Positive self-promotion will help clients want to do business with you.

Tout your expertise to all. Have you considered expanding markets? Perhaps self-promotion is the first way to delve into expanding markets. Expertise is your company’s strength, and provides valuable benefits and results to customers. Offer your expertise to all.

Benefits are integral. Know all the benefits of working with your business and tell everyone about them. Speak of benefits…not features.

Exude confidence and authority in promoting and in the delivery of your work or business.

Create a “buzz” so that potential clients and customers want to do business with you and can easily find you. The buzz must always be recharged.

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Make your Web site Work

Time is of the essence when a visitor logs onto your company Web site. Getting and keeping your visitor’s attention is the objective of a successful Web site. The following are a few tips to help keep your Web site working:

Is your message what visitors are looking for?
Simple, concise words can make an impact; especially on your site’s home page. Clearly share the most important elements of your business and provide what your visitors are looking for. Every word can make an impact. Grab your visitor’s attention and keep them interested with beneficial information or results they are seeking.

Communicate in bullets or short paragraphs.
The more words that are used the greater the chances that your site will be perceived as having too much verbage that can be easily skipped over.

First impressions not only last, but many times may be the last impression a visitor has of your business.
In seconds, Web site visitors can decide to click to the next site. Make it easy and fast for your visitors to comprehend who you are and what your business has to offer them.

Anyone who has sought information on the Web has experienced the frustrating situation of wasted time as Web site graphics take too long to pop up on the screen.
If your site does not pop up quickly and easily, the chances of visitors staying to actually read your site's content drops significantly.

Always offer your visitors the option of adding their name to your company e-zine newsletter.
It is a great way to keep connected.

Professional Web designers and writers are always worth seeking out.
If you are recreating, updating or creating your Web site for the first time, it may be worthwhile to get expert advice to make your Web site work the most efficiently for you.