"Yesterday, I overheard one of my colleagues say about his family, "We're Subway people; we go there all the time." That statement shows incredible customer loyalty. The most loyal customers feel complete identification with a brand.
Brand loyalty shows up everywhere. "I only drink Diet Coke, buy Apple products, drive Subaru cars." People also develop brand loyalty for local businesses on and off line. Creating customer loyalty to pull in customers for continued business can decrease cost and increase income.
Acquiring new customers can cost as much as 5x more than satisfying and retaining current customers (Murphy & Murphy).
A 2% increase in customer retention has the same effect as cutting costs by 10% (Murphy & Murphy).
A 5% increase in retention yields profit increases of 25-100% (Bain and Company).
Repeat customers spend, on average, 67% more than new ones (Bain and Company). Read more
Tuesday, September 13, 2011
Wednesday, June 22, 2011
Sunday, January 9, 2011
Soles
From Seth Godin's blog -
All you've got, all your brand has got, all any of us have are the memories and expectations and changes we've left with others.
It's so easy to get hung up on the itinerary, the features and the specs, but that's not real, it's actually pretty fuzzy stuff. The concrete impact of our lives and our work is the mark you make on other people. It might be a product you make or the way you look someone in the eye. It might be a powerful experience you have on a trip with your dad, or the way you keep a promise.
The experiences you create are the moments that define you. We'll miss you when you're gone, because we will always remember the mark you made on us.
There's a sign on most squash courts encouraging players to wear only sneakers with non-marking soles. I'm not sure there's such a thing. If you're going to do anything worthy, you're going to leave a mark.
All you've got, all your brand has got, all any of us have are the memories and expectations and changes we've left with others.
It's so easy to get hung up on the itinerary, the features and the specs, but that's not real, it's actually pretty fuzzy stuff. The concrete impact of our lives and our work is the mark you make on other people. It might be a product you make or the way you look someone in the eye. It might be a powerful experience you have on a trip with your dad, or the way you keep a promise.
The experiences you create are the moments that define you. We'll miss you when you're gone, because we will always remember the mark you made on us.
There's a sign on most squash courts encouraging players to wear only sneakers with non-marking soles. I'm not sure there's such a thing. If you're going to do anything worthy, you're going to leave a mark.
Monday, October 25, 2010
Tuesday, September 28, 2010
Friday, September 10, 2010
Converting Web Leads Into Customers
by Elite Automotive Solutions
#1. There are a number of reasons why people will reach out to you over the web rather than calling you. Certainly it may be easier for some people, but the reality is this: there are always going to be some people who feel safer in initially communicating over the internet. They’ll feel less threatened in that they are more anonymous. There are also some who just aren’t very good at orally communicating with others. Furthermore, if you pick up the phone and call them, not only are you running the risk of catching them at an awkward time, but they may have sent out a number of email inquiries. If this is the case, it may be even harder for them to identify just who you are. So unless the lead specifically requested that you call them on a phone number they provided, always send an email asking them for their permission to call.
#2. Since the lead can’t see or hear you when using email, they’re going to make their decision based on what they see on their screen. This means proper grammar and punctuation are key to your success. When you receive an email that is in all lower case, or if it contains a lot of abbreviations, it may very well have been sent by an X or Y gen who does a lot of text messaging. Regardless, with every response you need to use proper grammar and punctuation.
#3. Know your website inside out. Not only can you often refer to something on the site, but you’ll look unprofessional, if not foolish, if the customer is more familiar with your site than you are. If you do contact the customer by phone, you may find yourself in a conversation with them where you ask if they have internet access, and then direct them to a specific page on your site while you are both still on the phone.
#4. Always begin your email with a salutation and a message of appreciation: “Good morning Jim. Thanks so much for the request for information on your Toyota Camry. We service a lot of them here at Elite Auto Service so we’re very familiar with your type vehicle.” In your response you should also ask easy-to-answer fact-finding questions that will build your relationship with them. Questions about service history, driving habits, if others drive the vehicle, etc., are a great way to build rapport. In all cases, at the appropriate time, let them know that you always explore all the available options for your customers. In addition to providing them with answers to their specific questions, when it’s applicable, offer to provide (via email) supporting materials such as TSB’s, photo images, etc. Bear in mind, the rule is never send an attachment without asking first.
#5. Just like with first-time callers, the reason so many email requests will be for a price isn’t because they’re price-shoppers. It’s because they want “solutions” but don’t know what questions they should ask. So what your web leads will often do is ask for a price as a way of starting a conversation with you.
If you found this article helpful, then you'll love Mastering Sales Objections By Bob Cooper. This industry acclaimed audio course covers everything you'll need to dramatically increase your sales and CSI scores, in the most affordable and effective way.
#1. There are a number of reasons why people will reach out to you over the web rather than calling you. Certainly it may be easier for some people, but the reality is this: there are always going to be some people who feel safer in initially communicating over the internet. They’ll feel less threatened in that they are more anonymous. There are also some who just aren’t very good at orally communicating with others. Furthermore, if you pick up the phone and call them, not only are you running the risk of catching them at an awkward time, but they may have sent out a number of email inquiries. If this is the case, it may be even harder for them to identify just who you are. So unless the lead specifically requested that you call them on a phone number they provided, always send an email asking them for their permission to call.
#2. Since the lead can’t see or hear you when using email, they’re going to make their decision based on what they see on their screen. This means proper grammar and punctuation are key to your success. When you receive an email that is in all lower case, or if it contains a lot of abbreviations, it may very well have been sent by an X or Y gen who does a lot of text messaging. Regardless, with every response you need to use proper grammar and punctuation.
#3. Know your website inside out. Not only can you often refer to something on the site, but you’ll look unprofessional, if not foolish, if the customer is more familiar with your site than you are. If you do contact the customer by phone, you may find yourself in a conversation with them where you ask if they have internet access, and then direct them to a specific page on your site while you are both still on the phone.
#4. Always begin your email with a salutation and a message of appreciation: “Good morning Jim. Thanks so much for the request for information on your Toyota Camry. We service a lot of them here at Elite Auto Service so we’re very familiar with your type vehicle.” In your response you should also ask easy-to-answer fact-finding questions that will build your relationship with them. Questions about service history, driving habits, if others drive the vehicle, etc., are a great way to build rapport. In all cases, at the appropriate time, let them know that you always explore all the available options for your customers. In addition to providing them with answers to their specific questions, when it’s applicable, offer to provide (via email) supporting materials such as TSB’s, photo images, etc. Bear in mind, the rule is never send an attachment without asking first.
#5. Just like with first-time callers, the reason so many email requests will be for a price isn’t because they’re price-shoppers. It’s because they want “solutions” but don’t know what questions they should ask. So what your web leads will often do is ask for a price as a way of starting a conversation with you.
If you found this article helpful, then you'll love Mastering Sales Objections By Bob Cooper. This industry acclaimed audio course covers everything you'll need to dramatically increase your sales and CSI scores, in the most affordable and effective way.
Tuesday, August 24, 2010
Changing Tires: 5 Rules For New Technicians
Changing Tires: 5 Rules For New Technicians: "From AutoCarePro News 1. Your investment in torque wrenchs should be twice as much or more as your investment in impact wrench2. While drivi..."
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