Transcript The Power of a Simple Greeting Card

Presented by Kathy Paauw
Kathy Paauw
Certified Business & Personal Coach
Productivity Consultant
Business owner since 1995
Kathy Paauw
Relationship Marketing Consultant
Gratitude Coach
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 maintain customer
loyalty (repeat business)?
What are you doing to attract referrals?
91% of customers say they would
give referrals, but 80% have
not been encouraged to do so.
REFERRALS
To ask or not to ask…that is the question!
If you don’t ASK, you don’t GET!
OR
Don’t ASK for referrals,
DESERVE them!
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 always
REMEMBERED.
“People don’t care how much you know
until they know how much you care.”
-John Maxwell
• The better you are at mastering relationships,
the better you will be at thriving in your personal
and business life.
• People can find anything online.
Differentiate yourself by
showing how much you care.
• People don’t buy products or services. They
buy you.
• They buy stories, ideas, solutions, strategies.
• Your product / service means little without the
context of what it will do for your customer!
“People don’t buy what you do, they buy why you do it.”
-Simon Sinek
Features
vs.
Benefits
• Is this about you and your FEATURES, or about them
and how they will BENEFIT?
Valuable Tip
Two of the most powerful words in the
English language: You and Your
I will provide…
vs.
You will receive…
3 Core Principles of
Relationship Marketing
1.
Reach out in the spirit of building relationships first (80% of the time)
and marketing second (20% of the time).
2.
Build your personal brand with:
• Friendship: develop through texts, calls, cards, and the web (social
media, etc.)
• Celebration: celebrate your clients through pictures, gifts and the
written word
• Service: offer stellar service that will not be forgotten
3.
Master the bridge between high-tech and personal touch by
implementing a system that will allow you to stay in touch with your
clients and prospects, in a personal way, utilizing the convenience of
your PC, tablet, and hand held device.
Get the address and birthday of people you meet
so you can keep in touch and stay top-of-mind!
Visit my book website for more tips!
www.TheMusicOfYourHeart.com
“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...
Be remembered as someone who makes others feel VALUED!
Mary Kay Ash’s key to success:
“Make your people
feel important.”
Mary Kay Cosmetics ($1.2 billion empire)
She taught her consultants to send
3 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 more than
$14 million
•
SECRET WEAPON: 10 hand-written thank you cards every
single day
•
99% of his business was
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 12 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 (get well)
Cards of congratulations (wedding, baby, job promotion)
Birthday cards
Holiday cards (Season’s Greetings, Valentines, Thanksgiving)
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.
Case Study:
Las Vegas cocktail waitress
Send a Personalized Greeting Card
Opportunities to be remembered as
someone who makes others feel valued:
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Express gratitude
Birthday
Anniversary (annual renewal, major purchase)
Congratulations (baby, engagement, wedding, retirement)
Recognition (promotions, awards, graduation, etc.)
Thank you (business, referral, gift, hosted meal)
Sympathy
Apology
Holidays (Thanksgiving, Valentine’s Day, etc.)
DO NOT MIX THESE WITH MARKETING!
(no business cards)
CUSTOMER RETENTION
The cost of RETAINING an existing customer
is 10% the cost of ACQUIRING a new
customer.
A 5% improvement in customer RETENTION
equals 25-85% improvement in profitability:
• Reduces marketing costs
• Easier to upsell existing customers
SALES STATISTICS
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48% of sales people never follow up with a prospect
25% of sales people make a second contact and stop
12% of sales people only make three contacts and stop
Only 10% of sales people make more than three contacts
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2% of sales are made on the first contact
3% of sales are made on the 2nd contact
5% of sales are made on the 3rd contact
10% of sales are made on the 4th contact
80% of sales are made between the 5th -12th contact
FACT: 80% OF SALES
are made between the 5th-12th contact
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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Had more work than he could handle by himself,
and wanted to attract more business so he could
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 five customized and personalized stay-in-touch cards a
year, using an automated system.
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Cost: $8.30 (including postage) and a little time to set up your cards
and your recipient list, then click “send” once.
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ROI: Service visits yield $200-$500; ROI well worth $8.30 to keep
me as a customer and attract referrals, too!
IDEA: Send a thank you, birthday card, two holiday cards (ex: Valentine,
Thanksgiving), and one card with a valuable tip that is relevant to household
maintenance needed for that time of year. Example:
Spring card: “Here’s my recipe for the streak-free window cleaning
solution I used on your 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.”
You say to yourself …
“I can’t afford it!”
or
“I don’t have time!”
You can’t afford
NOT to!
Memory Jogger
Family
Friends
Professionals
Service providers
Salespeople
Facebook friends
Cell phone contacts
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Activities
• Online: social media, website
capture pages, blogs
• Offline: direct mail, event
marketing, networking
When you
build the
relationship,
prospects
become
customers!
When you build
the relationship,
customers
become repeat
customers & give
you referrals!
Vehicles
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Texting
Phone calls
Email
Web/social media
Face-to-face
Greeting cards
Opportunities
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Thank you, birthday, holiday
Recognition
Lifestyle & celebration
Marketing & promotion
Plug the leaks and get your sales cycle spinning faster!
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The average person has 250 people in their network. Each can
connect you to their 250 people... that equates to 62,500
potential connections!
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A well-maintained network of only 100 people can lead to
millions of dollars in business over time when you stay in touch
and build those relationships.
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Make a list of your top 100 clients and differentiate yourself
from your competition by following a simple inexpensive plan to
keep in touch and build relationships.
The Internet has
COLLAPSED
INEFFICIENCIES!
What Amazon did for books…
What Netflix did for movies…
What iTunes did for music…
…is now available
for cards and gifts!
• Create and send a real paper greeting card from the Internet.
without leaving your home or office.
• Send a 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.
• Card and labor (printing, addressing, stuffing, stamping and
taking to the post office) costs only $1.17 per card!
• Include gifts and gift cards with your greeting card.
SYSTEM: Saving You Significant Time Energy Money
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
Case Study:
Real Estate Broker: Jay McHugh
“In 2008 I took my Real Estate Brokerage from 5
offices and 47 agents to 14 offices and 300 agents
simply by using a system, which we call “Random Acts
of Cardness.”
We are on pace to sell $1 Billion of Real Estate in 2015
-- a 41% increase in 2 years, thanks to the system we
have been using to express gratitude and stay in touch
with our clients and other important people.”
Celebration
Case Study:
Realtor Jim McCord
Card sent to his client who bought a home last year. The
client opened a new dental office and was mentioned in
the local paper. The Realtor put the article on the front of a
card and sent it with some brownies.
How would receiving a
card like this make
YOU FEEL?
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: Tangled Whale
(encouragement)
Campaign: Making a Difference
(appreciation)
Campaign: Christmas Card
Sent to 826 people with a single mouse click!
What you send out comes back!
Quarterly Postcard
$0.39 postcard
$0.34 stamp
$0.73 x 4 = $2.92 per person/yr.
Quarterly Greeting Card
$1.17 card
$0.49 stamp
$1.66 x 4 = $6.64 per person/yr.
What would that kind of
TOP-OF-MIND AWARENESS
be worth to you?
Contact the person who invited you to
this webinar and request a test-drive
of the system…
OR
Schedule a complimentary 30-minute
consultation with me at this link:
www.ConnectWithKathy.com