Transcript The Power of a Simple Greeting Card

Presented by Kathy Paauw
Kathy Paauw
Certified 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.
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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…
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Became more intentional about getting to know
people as people.
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Made them feel valued by expressing appreciation
and remembering their birthday
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Built a know-like-trust relationship
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Increased my top-of-mind awareness so I am
REMEMBERED.
NETWORKING
Tips from my book, The Music of Your Heart:
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Network with those who are doing what you want
to do, and soon you’ll be doing it too.
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If you are the role model that everyone looks up to
in your network, it’s time to upgrade your network.
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Collect and record info about people you meet.
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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 who
makes 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
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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
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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
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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?*
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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
Send a Personalized Greeting Card
Opportunities to be remembered as
someone who makes others feel valued:
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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)
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
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Did a great job – I know, like and trust him!
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Offers other services I could use – roof & gutter
cleaning, walkway/driveway pressure washing
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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!
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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?
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Idea: Send four stay-in-touch cards a year, using automated
campaign feature.
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Cost: $4.32 (including postage) and a little time to set it up
and click “send” ONCE.
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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 Small
National Top Producing REALTOR
Burlington, 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!
What you send out comes back!
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 AWARENESS
be worth to you?
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
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General stay in touch
Generic referrals
Holiday cards
Real Estate Agents
Mortgage Brokers
Insurance Agents
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Accountants
Dentists
Chiropractors
Attorneys
Carpet Cleaners
SendOutCards
Saving
Yourself
Significant
Time
Energy
Money
Get with the person who
invited you to this
presentation to test-drive
the system. They can also
share info about how you
can get paid for being nice
to people and teaching
others to do the same!