Can Three Words In Webster's Dictionary Be The Key To Customer Loyalty?

Written by Sean D'Souza


Continued from page 1

Founder Leo has been dead for over 30 years, butrepparttar tradition of caring, protecting and guiding doggedly lives on. Their policy is simple. If a customer runs into a bad year and has to cut back on its advertising - let’s say by 50 percent - Burnett doesn’t automatically cut back on its services by 50 percent and pull half of its management offrepparttar 119819 account. The company is willing to lose money on an account overrepparttar 119820 short term.

The inevitable result? Of its 33 clients, 12 have been withrepparttar 119821 company for over twenty years, and 10 for over thirty years.

======================== Paying Attention to Webster’s Is Not Enough ========================

It needs more. And that more is called sacrifice. Just like with children, you can’t deal with fifty all at once. Each child needs its own time, space and guidance. This requires huge resources, and if you chase every possible client, you’re soon going to run yourself pretty ragged.

The Leo Burnett Agency chooses carefully. It selects its potential clients, as you no doubt will. In 1994, 54 companies invitedrepparttar 119822 agency to talk about a business relationship. Burnett pursued only five.

If your selection of customers isn’t deliberate and systematic, you will run yourself ragged trying to service customers that share neither your dreams nor standards. Invariably, you will find discord andrepparttar 119823 desire to care, protect and guide will evaporate like moisture on a hot summer’s day.

======================== Care, Protect and Guide – Even If You Have To Send Clients To Your Competition! ========================

If you’re scared, back out now, because I’m going to ask you to do something no seemingly rational business does. That is, you care about your client so much, that you take pains to send them to your competition if you cannot help them.

Hang on. This isn’t as bizarre as it sounds. If you really do care for your clients, you should want them to getrepparttar 119824 best advice possible. However, no one said you shouldn’t make money off this.

If you sell high end BMWs and you know your client needs a more economical Toyota, you should logically send them over to your competition. However, if you set up a deal withrepparttar 119825 Toyota dealer, you can not only generate a commission, but also give your potential client a bonus or discount if they go specifically through you.

Hey, those customers are going to walk anyway, once they find their exact needs aren’t being met. And if they get stuck with something they don’t really need, they’re going to be mighty mad once they find out. You aren’t doing yourself or them a favour by making them stick to what you have to offer. Sending them to a competitor that you know will treat them well, endears you torepparttar 119826 customer and ensures a tidy profit as well.

======================== Welcome To The Land Of Endless Loyalty ========================

Loyalty at its very roots is exceedingly simple. It’s exactly like a parent-child relationship. While no doubt you will come to depend on technology as your client base grows,repparttar 119827 enduring thread that binds it all isrepparttar 119828 underlying psychology.

Inevitably, you won’t always have a trouble-free course, and both Leo Burnett and State Farm have had stormy days. The only way out ofrepparttar 119829 driving rain is to heartily embracerepparttar 119830 care, guidance and protection concept. Let it be your guiding light, far superior to any mumbo jumbo mission statement, leading to exponential profits and devoted clients.

All you have to do to succeed is play Mother Hen.

And say a silent thank you to a certain Mr.Webster.

* Source: The Loyalty Factor by Frederick Reichheld. **Secondary Source: Me. I worked at Leo Burnett inrepparttar 119831 90’s. ***************************************** Footnote: ======================== This Care, Protect and Guidance, isrepparttar 119832 same system that PsychoTactics uses for its subscribers, members and clients. Should you come under our wing, we would do everything in our possible power to get yourepparttar 119833 best knowledge and guidance. This isrepparttar 119834 whole ethos,repparttar 119835 guiding principle of why we exist and why your business should exist. If you adopt this concept in your every day business, you'll have nothing but unending success.

======================== ©2001-2005 Psychotactics Ltd. All Rights Reserved. If you would like to learn more aboutrepparttar 119836 wayrepparttar 119837 human brain works, and how customers make buying decisions, go to http://www.5000bc.com

Want to find a secret library of small business ideas? Where can you find simple, yet electrifying ideas, on copywriting, public speaking, sales conversion, psychological tactics and branding? Head down to http://www.5000bc.com today and judge for yourself.

=====================

Sean has developed a system called Psycho Tactics. PsychoTactics unlocks the working of the human brain and radically tweaks the way you think and act about your business. This results in clarity of thought and greater profits. Today, Sean is constantly teaching small business- ‘How they too can do the same?’ He does this through his websites http://www.5000bc.com http://www.psychotactics.com


eMarketing - The 'What' and 'Why'

Written by Frank Cowell


Continued from page 1

Distance is no longer a factor. Where a business is located is no longer a factor when interacting with vendors, partners or customers. This 'death of distance' allows people to bypass traditional business channels.

Time isn't an obstacle. Thanks torepparttar Internet, time is no longer a factor. Online stores are 'open' all day, every day. Rain or shine. People can shop when their schedules permit.

Your customers, vendors and partners expect it. We live in a 'connected' world. You can check your email, participate in an important conference call, check stock quotes, upload data and almost anything else you can think of... away from your desk. Your customers, vendors and partners will expect to be able to communicate with you in a variety of ways.

Results. One ofrepparttar 119818 biggest advantages to incorporating eMarketing into your traditional marketing strategy isrepparttar 119819 ability to effectively measure results of a campaign. Traditional marketing campaigns are difficult to track. With eMarketing you are able to measurerepparttar 119820 effectiveness of a campaign by running reports on sales, traffic, electronic responses and much more. You will know which campaigns to run again and, more importantly, which campaigns are losing money.

Frank Cowell is a Certified eMarketer (as certified by the International eMarketing Association) and President of Cowell eMarketing. Cowell eMarketing provides website and eCommerce solutions, eMail Marketing services and Search Engine Marketing services.


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