Clone your Herd
39
1
-
Upload
cole-information -
Category
Education
-
view
573 -
download
0
description
You know the type: the customer who calls or comes in weekly, always has questions and seeks you out for advice. They're loyal, a rich referral source and have come to be a good friend. Plus, they use your product/service exclusively! Wouldn't it be great to find more of these "best customers?" You can and we'll show you how during this Small Business Marketing 101 webinar. Cole Information's President and CEO Jim Eggleston joins us to enlighten us on the critical steps you need to take to clone your best customers. During the half-hour webinar, he'll discuss the necessary questions to ask, the timing involved and the processes that need to be in place to clone your herd.
Transcript of Clone your Herd
1
Lora UllerichDigital Media Specialist
Jim EgglestonPresident & CEO Cole Information
Session Framework
•Common herd building opportunities.
•Critical questions to ask.
•Best practice approach and offer examples.
•Five action points to start on today.
Session Framework
•Cole Directory •Published in 1947•“Blue Book”•Crisscross directory of addresses and phone numbers.
•Invaluable information for a number of industries:
•Telemarketing•Debt collection •Law enforcement
•Today, web-based lead generation for business.
Then and Now
www.colecommunity.com
Features:• Webinars• Playbook
download• Articles• Buddy’s Blog• Resources
•You’re committed to:•Growing your business.•Understanding marketing best practices. •Investing in an affordable and successful marketing solutions. •Connecting with your niche customers.
You’re a Winner!
8
Timing is everything
•Insurance agents:•Expiring homeowner policy•Policy claim/resolution• Life stages
•Entrepreneurs/home services:•Working with a client/reach out to neighbors
Triggers
Just Listed/Sold
•Real Estate agents:•Let the neighbors sell for you.•Find new listings, right next door.
•Retail and home service providers:•41.5 million movers in 2010.*•Home-related spending $9,400.•Décor•Appliances •Remodel
*http://about.usps.com/who-we-are
• Typically happens organically.• Go from organic to strategic & purposeful. • Consider your 10 best customers: • What’s their age?• Where do they live? • What’s their annual income?• What’s their home worth?
Referrals
Wouldn’t it be great to reach out to more of these “best customers” when they’re most receptive to you?
Referrals
2 31
Plug in their:
•Last name
•House number
•Zip code
Customer Cloning
Preview Details
Plug in
Customer Cloning
Run Count
Additional Demographics
•Age•Gender•Estimated income•Estimated home value
Select Geography
• Reach out to the neighbors of your 10 best customers.
• Simply know these critical facts: • Last name• House number • Zip code
Referral Marketing
Thecrazyfilmgirl via flickr
• Spend 15 minutes:– Come up with approaches & offers– Write down a script
• Considerations:– Time of year?
Referrals
Average household receives 2 mail pieces per day
•Tailor it to specific individual.
•Make it relevant to their life.
•Pay attention to their needs!
Make it Personal
Flickr via makeshiftlove
Make it Personal
Make it Personal
23
Make it Personal
24
Make it Personal
25
Make it Easy
26
Make it Easy
Show Value
Show Value
•Introduction:•Be clear –“Hi I’m Lora Ullerich, your local agent/service provider…”
•Stress local –Differentiates you from those UNKNOWN callers.
Follow with a Call
Approach:“I just wrote a new policy for Bob Smith and was able to save him a bunch of money on his homeowners insurance.”
Alternate: “Bob Smith is a good customer of mine and gave me your name.”“Your neighbor, Bob Smith, recommended that I call...”
Approach
Offer:•“I would like an opportunity to quote on your homeowners insurance to see if I’m able to save you money like I was able to for Bob?”•“Could I set an appointment to stop buy and prepare a quote for your homeowners insurance?”•“Is there a better time I can call and ask questions to prepare a quote on your insurance?”
Offer
Once again, track and measure
Track & Measure
Not so fast!
D’Arcy Norman via flickr
Marketing
• If you:• Don’t do your homework.• Don’t know which approach and offer works best.• Buy a list, pick a postcard with a pretty picture and
mail it to everyone.
You’ll fail every time.
MarketingShot-Gun Marketing Approach Response
• Pick out a pretty postcard.• Create a generic offer.• Mail it to several hundred
people one time.• ROI= [Revenue Generated-
initial investment/initial investment) x 100
• ROI = -32%
MarketingResponse Niche-Marketing Approach• Have an effective postcard
with a specific approach.• Mail it to a couple dozen
people who fit your demographics three times.
• Get several responses.• Follow up with a phone call.• Track and measure. • ROI = 1309%
What’s More Effective?
$35.52 $740.00
Spend:
•Pull your 10 best customers.
•Download a list to reach out to more.
•Figure out the offer, event, etc. to reach out to them per
the triggers in their life.
•Track and measure.
•What’s working? What’s not? Do more of what’s working.
5 Action Points
8
