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Answer Upon - Finding New Customers and Encouraging Loyalty - Simple Strategies for Car Care Professionals
Does the conversion process end at the point of sale? Those of us in service industries realize that the conversion process is ongoing as we have to ensure customer satisfaction in order to continue to get repeat business. But even for those in retail or selling products of some sort, the conversation may be the end of one sales process, but it should also be the beginning of another.In the service industry, once you've got a client, he or she is yours to lose. That means that unless you screw something up, they'll remain as a client for as long as there is a need for your services. But it's also your job to continue to sell to them by providing the best service possible and making sure the results are more than merely satisfactory.Cultivating your ClientsProviding quality services can net you far more than just an ongoing contract, it can also provide great word-of-mouth leading to scores of referrals, which is the most lucrative form of marketing. What you say about yourself is not nearly as important as what others
It works like this; let's say it's a cloudy Wednesday afternoon, and your car care attendants have been waiting hours for a customer. They're getting bored, you're getting anxious, and cars keep driving past your business. Now think proactively. Instead of waiting for one of these cars to stop by your facilities, why not draw customers who have used your services before to your business using the same tactics you used when they were new movers? Remember those email addresses you've been collecting? It is time to put them to good use.
Decide on a special offer; let's say 50% off your premium service. Compose a brief email to customers
Document the definitions for your business, organization, or your role in the organization. If you can document it, you can share it. With defined and aligned goals and purpose, individuals with an organization are empowered for personal success. The following seven principles may seem simple and obvious, as they should. However, would your definitions be aligned with everyone else in your organization or your customers?1. ValueBusiness exists because it serves a purpose. That seems a little obvious doesn't it? The purpose is to serve customers, because your customers are the source of your revenue. It does not matter if you are manufacturing, producing, supplying, providing a service or support role. Every organization, position, job and career exists to meet the needs of it's customers or clients. Your value is the product or service that you provide to your customers.Define your value, "what you do".2. CustomersWith a very clear understanding of "what you do", it should be very easy to name you
Oftentimes consumers think of a carwash as a commodity-level service. As professionals we know that this is not the case, and that the quality of both car care products and services varies widely within the industry. Our job is to demonstrate that the quality of car care service depends on the provider, and that our facility offers consumers the best value for the best price. But, before we are ever able to demonstrate the value of our services, we must first give the public a reason to visit our car care facility.
Many times consumers choose a car care provider based solely upon proximity, visiting a facility simply because it is close to work or home. But there are simple ways to entice customers to drive past other car care facilities while they are en route to your location, and to keep them coming back year after year. In order to find and catch long-term customers, car care business owners simply need to; 1. Speak to the right audience, 2. Present potential customers with the proper "bait," 3. Impress them with quality service, and 4. Give them a reason to return.
Speaking to the Right Audience
While most business owners would like to market their services to their entire community, savvy entrepreneurs realize that businesses must be selective when initiating a new marketing campaign. Marketing dollars work best when businesses target population segments that are most likely to be receptive to the advertising message. One such demographic often overlooked by small business owners is new movers.
New movers are individuals that are just joining your community, or that have relocated from a different neighborhood or section of town. What makes new movers special from a marketer's perspective is that new movers are generally more receptive to product and service offers, and are more likely to be willing to establish new routines and visit new locations. With a little effort and the right "bait," your car care facility could quickly make its way into the routine of a new community member.
Presenting Your Bait
New movers typically establish their daily routines within the first few months of arriving in a new location. And, once they establish their day-to-day routines, they are typically more reluctant to incorporate a new business into their daily behavior. Therefore, entrepreneurs have only a few months to persuade new movers to visit their business and try their services before it is too late. Business owners should recognize that this small window of opportunity could develop into a valuable and lasting customer relationship if handled properly, or a missed opportunity if handled poorly.
What if the next time a new mover arrived in your community he opened his mailbox to find a welcome note penned by your car care business, inviting him to stop by for a free deluxe car wash and wax? Chances are most customers would appreciate the gesture, evaluate the offer, and possibly make a mental note to stop in to receive the free service. Suddenly your car care business becomes one of the only small businesses the customer knows in his new community, raising the chances that he will stop in for a car wash. And, if you have given the customer the right reason to stop by (i.e. an invitation worth one free deluxe car wash), the chances become even more likely that your invitation will bring him to your business's front door.
Impressing Customers
"But our deluxe car wash retails for $24.99," you may ask. "Why should I give it away for free when the customer may never even come back?" Good question. Why offer your premium services for free when you could just as easily offer one of your less expensive services—or better yet, a simple discount coupon that grants customers 10 or 15% off the price of a normal car wash? Because you are creating a new customer relationship, and the first step to creating lasting relationships with members of your community is to impress them with the quality of your services. Not many customers will be impressed by an offer of 15% off a normal car wash—but most will be surprised at a special invitation that offers a service valued at $24.99.
Business owners must remember that humans are creatures of habit. One of the most compelling reasons to target new movers is to establish your business as part of the mover's new routine. If you can impress your customers with your premium services, chances are they will not settle for just your basic "wash-and-rinse" next time they visit your facilities—and next time you can charge them full price! You've given away services that retail for $24.99 (but probably cost you far less) to establish a relationship that will earn that amount on a monthly or bi-weekly basis, maybe for many years to come. When you put the cost of giving away your free premium service to a new mover in perspective, it seems less like charity and more like a smart business strategy.
A Reason to Return
So, you've enticed new movers to your business with an attractive service offer and have impressed them with your facilities and customer service—now all you have to do is sit back and wait for the business to come to you, right? Wrong. While your new mover offer has certainly gone a long way, it will not guarantee you a steady stream of loyal customers. Unfortunately, while new movers may like your services, they may not automatically make your business a part of their everyday routine. Therefore, you must give them a reason to return.
Now, take a step back to when that new mover entered your business for the first time after receiving his service invitation. He was new to your facilities, unfamiliar with the area, and hoping for a positive experience. And, if you did your job right, he was probably impressed. So why not invite him back? After your attendants have washed, waxed, and detailed his car, ask him if he would be interested in receiving information about future offers such as the one he just enjoyed. Tell him that from time to time your business sends out emails to preferred customers with information about discounted services. Chances are your new customer will eagerly offer his email address for future use. That email address is the beginning of a customer database that will help you to drive business to your doors whenever you choose, and allow you to speak directly to the very customers that appreciate your services.
It works like this; let's say it's a cloudy Wednesday afternoon, and your car care attendants have been waiting hours for a customer. They're getting bored, you're getting anxious, and cars keep driving past your business. Now think proactively. Instead of waiting for one of these cars to stop by your facilities, why not draw customers who have used your services before to your business using the same tactics you used when they were new movers? Remember those email addresses you've been collecting? It is time to put them to good use.
Decide on a special offer; let's say 50% off your premium service. Compose a brief email to customers
When people think of advertising, the first options are usually television, radio, newspapers and billboards. It never comes across the person’s head to use balloons, which happen to be the cheapest of all these methods.Why? Perhaps because these balloons are often regarded as accessories in birthdays, parties and other company functions.But do people know that the first balloons ever built were used as bombers or as the first passenger airliners in the world? These may have happened more than 60 years ago but there are people who use this now to advertise a certain product and increase sales.The reason why advertising balloons are so cheap is that it does not take that much to make or maintain it. The materials used are made of nylon and silicon that can withstand strong winds or pokes by birds.The person will just have to replace the helium tanks when these are empty so that this can be airborne again after a short period of time.The helium-powered balloon is also considered to be the best-known method to adv
Speaking to the Right Audience
While most business owners would like to market their services to their entire community, savvy entrepreneurs realize that businesses must be selective when initiating a new marketing campaign. Marketing dollars work best when businesses target population segments that are most likely to be receptive to the advertising message. One such demographic often overlooked by small business owners is new movers.
New movers are individuals that are just joining your community, or that have relocated from a different neighborhood or section of town. What makes new movers special from a marketer's perspective is that new movers are generally more receptive to product and service offers, and are more likely to be willing to establish new routines and visit new locations. With a little effort and the right "bait," your car care facility could quickly make its way into the routine of a new community member.
Presenting Your Bait
New movers typically establish their daily routines within the first few months of arriving in a new location. And, once they establish their day-to-day routines, they are typically more reluctant to incorporate a new business into their daily behavior. Therefore, entrepreneurs have only a few months to persuade new movers to visit their business and try their services before it is too late. Business owners should recognize that this small window of opportunity could develop into a valuable and lasting customer relationship if handled properly, or a missed opportunity if handled poorly.
What if the next time a new mover arrived in your community he opened his mailbox to find a welcome note penned by your car care business, inviting him to stop by for a free deluxe car wash and wax? Chances are most customers would appreciate the gesture, evaluate the offer, and possibly make a mental note to stop in to receive the free service. Suddenly your car care business becomes one of the only small businesses the customer knows in his new community, raising the chances that he will stop in for a car wash. And, if you have given the customer the right reason to stop by (i.e. an invitation worth one free deluxe car wash), the chances become even more likely that your invitation will bring him to your business's front door.
Impressing Customers
"But our deluxe car wash retails for $24.99," you may ask. "Why should I give it away for free when the customer may never even come back?" Good question. Why offer your premium services for free when you could just as easily offer one of your less expensive services—or better yet, a simple discount coupon that grants customers 10 or 15% off the price of a normal car wash? Because you are creating a new customer relationship, and the first step to creating lasting relationships with members of your community is to impress them with the quality of your services. Not many customers will be impressed by an offer of 15% off a normal car wash—but most will be surprised at a special invitation that offers a service valued at $24.99.
Business owners must remember that humans are creatures of habit. One of the most compelling reasons to target new movers is to establish your business as part of the mover's new routine. If you can impress your customers with your premium services, chances are they will not settle for just your basic "wash-and-rinse" next time they visit your facilities—and next time you can charge them full price! You've given away services that retail for $24.99 (but probably cost you far less) to establish a relationship that will earn that amount on a monthly or bi-weekly basis, maybe for many years to come. When you put the cost of giving away your free premium service to a new mover in perspective, it seems less like charity and more like a smart business strategy.
A Reason to Return
So, you've enticed new movers to your business with an attractive service offer and have impressed them with your facilities and customer service—now all you have to do is sit back and wait for the business to come to you, right? Wrong. While your new mover offer has certainly gone a long way, it will not guarantee you a steady stream of loyal customers. Unfortunately, while new movers may like your services, they may not automatically make your business a part of their everyday routine. Therefore, you must give them a reason to return.
Now, take a step back to when that new mover entered your business for the first time after receiving his service invitation. He was new to your facilities, unfamiliar with the area, and hoping for a positive experience. And, if you did your job right, he was probably impressed. So why not invite him back? After your attendants have washed, waxed, and detailed his car, ask him if he would be interested in receiving information about future offers such as the one he just enjoyed. Tell him that from time to time your business sends out emails to preferred customers with information about discounted services. Chances are your new customer will eagerly offer his email address for future use. That email address is the beginning of a customer database that will help you to drive business to your doors whenever you choose, and allow you to speak directly to the very customers that appreciate your services.
It works like this; let's say it's a cloudy Wednesday afternoon, and your car care attendants have been waiting hours for a customer. They're getting bored, you're getting anxious, and cars keep driving past your business. Now think proactively. Instead of waiting for one of these cars to stop by your facilities, why not draw customers who have used your services before to your business using the same tactics you used when they were new movers? Remember those email addresses you've been collecting? It is time to put them to good use.
Decide on a special offer; let's say 50% off your premium service. Compose a brief email to customers
I once coined a phrase or saying that goes something like this: Every engineer should get his or her start in Arkansas as I did, cutting chicken necks. In that manner your peers will always marvel at how far you've come - or understand why you achieved so little. Dad once told me he was working on one of his old cars and had the car jacked up on blocks in the backyard. I suppose the car was there so it would be in the shade late in the day after Dad came home from work. But the times I remember, it was dark and Dad had an extension cord with a trouble light to light the area where he was working. But, in either case, he said I was there with him, watching him work.I don't remember the particular incident and for that reason I may have been younger than the five or six years Dad mentioned. But he went on to say, when he needed a tool or a part and turned around to ask me to get it for him, he said I would always have the very part he needed in my outstretched hand. He said he could be doing anything and I always seemed to know wha
What if the next time a new mover arrived in your community he opened his mailbox to find a welcome note penned by your car care business, inviting him to stop by for a free deluxe car wash and wax? Chances are most customers would appreciate the gesture, evaluate the offer, and possibly make a mental note to stop in to receive the free service. Suddenly your car care business becomes one of the only small businesses the customer knows in his new community, raising the chances that he will stop in for a car wash. And, if you have given the customer the right reason to stop by (i.e. an invitation worth one free deluxe car wash), the chances become even more likely that your invitation will bring him to your business's front door.
Impressing Customers
"But our deluxe car wash retails for $24.99," you may ask. "Why should I give it away for free when the customer may never even come back?" Good question. Why offer your premium services for free when you could just as easily offer one of your less expensive services—or better yet, a simple discount coupon that grants customers 10 or 15% off the price of a normal car wash? Because you are creating a new customer relationship, and the first step to creating lasting relationships with members of your community is to impress them with the quality of your services. Not many customers will be impressed by an offer of 15% off a normal car wash—but most will be surprised at a special invitation that offers a service valued at $24.99.
Business owners must remember that humans are creatures of habit. One of the most compelling reasons to target new movers is to establish your business as part of the mover's new routine. If you can impress your customers with your premium services, chances are they will not settle for just your basic "wash-and-rinse" next time they visit your facilities—and next time you can charge them full price! You've given away services that retail for $24.99 (but probably cost you far less) to establish a relationship that will earn that amount on a monthly or bi-weekly basis, maybe for many years to come. When you put the cost of giving away your free premium service to a new mover in perspective, it seems less like charity and more like a smart business strategy.
A Reason to Return
So, you've enticed new movers to your business with an attractive service offer and have impressed them with your facilities and customer service—now all you have to do is sit back and wait for the business to come to you, right? Wrong. While your new mover offer has certainly gone a long way, it will not guarantee you a steady stream of loyal customers. Unfortunately, while new movers may like your services, they may not automatically make your business a part of their everyday routine. Therefore, you must give them a reason to return.
Now, take a step back to when that new mover entered your business for the first time after receiving his service invitation. He was new to your facilities, unfamiliar with the area, and hoping for a positive experience. And, if you did your job right, he was probably impressed. So why not invite him back? After your attendants have washed, waxed, and detailed his car, ask him if he would be interested in receiving information about future offers such as the one he just enjoyed. Tell him that from time to time your business sends out emails to preferred customers with information about discounted services. Chances are your new customer will eagerly offer his email address for future use. That email address is the beginning of a customer database that will help you to drive business to your doors whenever you choose, and allow you to speak directly to the very customers that appreciate your services.
It works like this; let's say it's a cloudy Wednesday afternoon, and your car care attendants have been waiting hours for a customer. They're getting bored, you're getting anxious, and cars keep driving past your business. Now think proactively. Instead of waiting for one of these cars to stop by your facilities, why not draw customers who have used your services before to your business using the same tactics you used when they were new movers? Remember those email addresses you've been collecting? It is time to put them to good use.
Decide on a special offer; let's say 50% off your premium service. Compose a brief email to customers
Copy that inspires larger donations, motivates more advocacy, or spurs greater response of any kind begins with knowing your donor, your prospect, your audience. That's why a fundamental rule of writing strong copy is... "Know Thy Audience."Knowing doesn't refer to mere demographics or geographic segments of the population. Deep, powerful knowledge of your audience comes from psychographics. Their desires, fears, beliefs, frustrations, interests, and past donating preferences.So how do you get to know them? What are the tools that reveal donor thinking and psychographics?Study complaint letters you receive. They usually reveal a great deal about your donor's expectations and feelings. Study any letters from donors and prospective donors.Examine the mailing list data card. Begin near the top of the card. Here is a useful description of what the prospects have responded to or donated to in the past. Next is the profile data. I recommend you be
Business owners must remember that humans are creatures of habit. One of the most compelling reasons to target new movers is to establish your business as part of the mover's new routine. If you can impress your customers with your premium services, chances are they will not settle for just your basic "wash-and-rinse" next time they visit your facilities—and next time you can charge them full price! You've given away services that retail for $24.99 (but probably cost you far less) to establish a relationship that will earn that amount on a monthly or bi-weekly basis, maybe for many years to come. When you put the cost of giving away your free premium service to a new mover in perspective, it seems less like charity and more like a smart business strategy.
A Reason to Return
So, you've enticed new movers to your business with an attractive service offer and have impressed them with your facilities and customer service—now all you have to do is sit back and wait for the business to come to you, right? Wrong. While your new mover offer has certainly gone a long way, it will not guarantee you a steady stream of loyal customers. Unfortunately, while new movers may like your services, they may not automatically make your business a part of their everyday routine. Therefore, you must give them a reason to return.
Now, take a step back to when that new mover entered your business for the first time after receiving his service invitation. He was new to your facilities, unfamiliar with the area, and hoping for a positive experience. And, if you did your job right, he was probably impressed. So why not invite him back? After your attendants have washed, waxed, and detailed his car, ask him if he would be interested in receiving information about future offers such as the one he just enjoyed. Tell him that from time to time your business sends out emails to preferred customers with information about discounted services. Chances are your new customer will eagerly offer his email address for future use. That email address is the beginning of a customer database that will help you to drive business to your doors whenever you choose, and allow you to speak directly to the very customers that appreciate your services.
It works like this; let's say it's a cloudy Wednesday afternoon, and your car care attendants have been waiting hours for a customer. They're getting bored, you're getting anxious, and cars keep driving past your business. Now think proactively. Instead of waiting for one of these cars to stop by your facilities, why not draw customers who have used your services before to your business using the same tactics you used when they were new movers? Remember those email addresses you've been collecting? It is time to put them to good use.
Decide on a special offer; let's say 50% off your premium service. Compose a brief email to customers
Over the years in recruitment, I have seen many job applicants make the same mistake again and again. This is a fatal mistake that I feel need to be addressed. These are the list of things that you should not do in the event of applying for jobs.Do not spam the HR executivesA lot of desperate job seekers had been committing this same mistake. If you visit the yahoo groups, you will realize that some of the members are so helpful that they list out all the email addresses of the HR executives and headhunting/recruitment firms. It is really scary as the list comes in hundreds and thousands. Not surprisingly, my email was included in it as we're in the headhunting business as well.Guess what happens when the hr executives receive your email. Count yourself really lucky if they don't list your email in the spam folder. What have you achieved? Nothing, but you have probably pissed people off. If you are one of those that enjoy broadcasting your resume, you would probably ban yourself from applying for jobs. Most of the establishe
It works like this; let's say it's a cloudy Wednesday afternoon, and your car care attendants have been waiting hours for a customer. They're getting bored, you're getting anxious, and cars keep driving past your business. Now think proactively. Instead of waiting for one of these cars to stop by your facilities, why not draw customers who have used your services before to your business using the same tactics you used when they were new movers? Remember those email addresses you've been collecting? It is time to put them to good use.
Decide on a special offer; let's say 50% off your premium service. Compose a brief email to customers outlining this discount, and explain that it is only available for the remainder of the day. Hit send and then wait.
Your customers will receive that email, remember the positive experience they had last time they stopped by your business, and will consider dropping by for the special offer. And, if they do and you impress them with your friendliness and quality service once again, they will have yet another reason to visit you in the future. You've turned a slow day into a profitable one just by going back to customers you know have already used and enjoyed your service! That's smart business!
Remember: customers hold the key to your success. The more often they come to see you, the more likely you are to reach your business goals. Go ahead and give them a reason to stop by.
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