How to appreciate your prospects and customers

Simply be like Joe Girard who mastered the art of ‘how to appreciate your prospects and customers’!


Joe Girard's 13 Essential Rules of Selling
13 Essential Rules of Selling

If you haven’t heard of him before, due to his success, Joe became The Guinness Book of World Records “World’s Greatest Retail Salesman” not for one but 12 consecutive years. He has written many best-selling books on the subject of sales, one of my favourites being “13 Essential Rules of Selling – How to Be a Top Achiever and Lead a Great Life”.

Oh no not a salesman I hear you say to yourself! Joe wasn’t your average salesman though, which you will very much see if you read this or any other of his books. The one thing that comes across about Joe is the fact that he genuinely cared and appreciated everyone he met through his work which is something many salesman overlook. The principles in his books can, very much, be applied to any industry not just car sales.

The key to his success was that he saw early on in his car sales career the long term benefit of appreciating every one of his contacts and built and maintained relationships with those people over time. Joe would send 13 greeting cards to all his prospects and clients every year. One every month and one for Christmas hand written by himself. By keeping in touch on a regular basis he ensured that when his contacts, or someone they knew, needed to buy a car he was always the first person they thought of. At the end of his selling career he found himself in the position where people would cue at his desk in order to purchase a car, a position many small business owners would love to be in.

How did he do this I hear you ask?

By keeping in touch with people on a regular basis by sending them:

  • Thank You notes
  • Season’s greetings
  • Birthday and anniversary cards
  • News and information that would be beneficial to them
  • Free goodies

You will find that most, if not all, Relationship Marketing strategies are successful due to consistency over months/years, and what Joe did with his prospects and customers is a prime example as to how keeping in touch can pay dividends for your business. Every business needs this type of strategy in place.

This is what I really enjoy about my business, helping small business owners set-up this type of campaign and hear their reports of the benefits they see to their business when prospects and customers start contacting them instead of it being the other way round.

If you would like any help please get in touch for a free consultation, when I will do all I can to help.




How to Reward Loyalty

How to reward loyalty is something that often gets thought about and then completely forgotten by many small business owners.


Loyalty Rewards
Do you have the key?


Through putting a good Relationship Marketing Strategy in place, as detailed in my Relationship Marketing Challenge, you should find yourself in the position of having lots of repeat business and referrals coming in from your happy customers and networking associates. Once you have this untapped flow of leads the one thing you must not do is take its source for granted.

Have you thought about what will happen if these same people refer business to you again and again but never hear that you were pleased to receive their referral or given the courtesy of knowing if their referral(s) did, indeed, place business with you. If they find out that they have and they haven’t heard from you, how do you think that will make them feel? There is a good chance they will stop passing business your way!

It is also important not to overlook those who are providing you with leads/business via any networking groups you attend. You may have received referrals through networking contacts that you have formed relationships with over time, who have never used your service, but have recommended you to people that they know having found out more about your business and feeling comfortable enough to recommend you. Do you think that they will keep referring you if you don’t thank/reward them for these FREE referrals even in a small way? If you have not considered using their service to date, perhaps this is something you should consider doing too.

VIP Events

How about holding an annual VIP event for your best customers and networkers who refer business to you? Think of something novel and different which will really encourage people to want to attend. You could launch a new product or re-launch a product at the event too and/or present gifts to your top introducers. Take lots of pictures and publicise the event via social media (tagging attendees) which will, no doubt, peak lots of interest from those who know your business already along with people who weren’t aware of it before. If it looks fun to attend and exclusive and word gets out as to the criteria for being invited you will be surprised at how many people you know suddenly start introducing business to you!

So what’s stopping you organising one of these events? If this is something you decide to do, I would love to hear how you get on. Do come back after arranging it and comment below.

Nicky @NickyClaydon





Measuring Results of Targeted Marketing

Having defined your target audience and set-up your campaign you then need to determine if you were correct in your assumptions by measuring the results of your Target Marketing.

target marketing
How good is your target marketing campaign?

The one thing you mustn’t do is assume that, having finely tuned everything to find your ‘perfect customer’, it will be only these people who buy from you.  Often this isn’t the case.  You may find that once your campaign is up and running it will be a different audience altogether who end-up buying from you than you originally expected.  An audience that you may have previously completely overlooked. This is where being open to good constructive feedback is so important. The resulting information will arm you with everything you need so that you can see where your leads are coming from and tweak your current set-up to do an even better job of your marketing in the future which will give you even better results.

Ways of Measuring Results

There are lots of different ways of measuring the results of your marketing efforts dependent upon which type of medium you choose to use:

  • Coupon Codes – When advertising or sending out Direct Mail use a coupon code that people quote when they contact you for more information.
  • E-Mail – You could use, say, Get Response or Mail Chimp. Through using their analytics you can track your open rates.
  • Online – use Google analytics, use a Landing Page or use an online feedback programme such as Survey Monkey which is completely FREE to use.
  • Face to Face – meet customers/prospects and ask for their feedback in person.
  • Analysts – employ someone specifically to measure the results of your campaigns.
  • Virtual Assistants (VAs) – if you can’t afford to employ an experienced analyst often VAs are happy to provide a research service for you.

Whatever method you choose, to measure the results, this will be enormously beneficial to your business in order to find out the best/worst method of approach to use for future campaigns and tweak what you do next time for even better results. Otherwise you will be completely in the dark as to what works and what doesn’t, which is a complete waste of your marketing budget.

This may be something that you have overlooked in the past, due to focusing on the one goal of gaining new business at any cost.  If so, now you are fully aware of the importance of ALWAYS ensuring you measure the results of your marketing campaigns.

I hope this post has made you think and, together with the other posts highlighting: being specific, criteria, identifying needs and communication channels, you now have a really clear picture of how you should move forward with your Target Marketing strategy to grow your business exponentially.

Relationship Marketing Tips

Are you in the habit of keeping in touch with your prospects and clients through Relationship Marketing?  Are you aware of this marketing strategy?

relationship marketing
Are you relationship building?

Here are some tips which you should find interesting and that you may not be aware of:

  • People like to know you have thought of them without trying to sell them something! This is the key to Relationship Marketing.
  • MOST people in sales don’t follow-up after their first call! Is this you? If so you are losing business by not keeping in touch!
  • NO NOW DOESN’T MEAN NO NEVER! Keep in touch until your prospects are ready to buy.
  • A 5% increase in customer retention can increase profitability by 75%. Do you check your customers are happy?
  • Only 10% of sales people make contact more than 3 times, but 80% of sales are made on the 5th-12th contact!
  • A simple note card with a heartfelt message and no other agenda can help you be remembered so that your existing customers will buy from you again.
  • Price is not the main reason prospects are put off. It is usually due to the overall poor quality of their buying experience.
  • 96% of unhappy customers don’t complain. However 91% of those unhappy customers will simply leave and buy elsewhere.
  •  By building thank-you note sending into your business it will, without doubt, enhance your ability to get qualified referrals or quality introductions.
  • A 5% reduction in customer defection rate can increase profits by 5-95%.
  • You should stop constantly looking for new customers and looking after the ones you have already! Your existing customers are far more likely to buy again from you over a new prospect
  • The main reason your customers leave you is through perceived indifference and feeling taken for granted.
  • If you never keep in touch with your customers after the first sale how are they expected to know you are still in business?
  • You need to stop selling your products and services to people and start authentically promoting what you have to offer.
  • Customers who feel appreciated make more referrals which costs you nothing in advertising costs.
  • You never know when your prospects will be ready to make a buying decision, so make sure you keep in regular contact for when the time is right.
  • You need to offer the best solution or how your product/service can fill a need rather than focusing on just the sale.
  • The likelihood of selling to an existing customer is 60-70%. The likelihood of selling to a new customer is 5-20%.
  • You shouldn’t turn the sending of a Christmas or Birthday card into a marketing message. Keep in touch without any other agenda & you’re much more likely to secure repeat business & referrals.
  • Relationship Marketing imperative in your business. It helps to build lifelong, lasting customer relationships which will keep them coming back again and again.
  • 80% of your communication should be based on friendship/celebration. Marketing messages should form 20% and come second.
  • Attracting a new customer can cost as much as 15 times more than retaining an existing customer.
  • 20% of your customers bring you 80% of your revenue. Do you ensure your VIPs are well looked after?
  • It is a known fact that it is easier to obtain repeat business/referrals from existing customers. Are you always look for new ones? Why?
  • If you select one customer each day to send one unexpected personal note your business will be transformed in a year!
  • Customers who become your ‘raving fans’ can provide you with as much as 80% more referrals.
  • For every month that your customers & prospects do not hear from you, you lose 10% of your influence over their buying decisions & referrals of new customers.
  • 79% of leads are NEVER followed up! IS THIS YOU?
  • You need to have a simple, convenient system in place to keep in contact with your business connections on a regular basis. Creating a good system, either manual or automated, to keep in touch with your customers is the KEY TO HAPPY CUSTOMERS. If you haven’t got one, why not?
  • 48% of sales people never follow up with a prospect. Are you guilty of this?
  • It’s all in the close! Do you thank your new customer for their business & ask them on a scale of 1 – 10 how often they’d like to hear from you?
  • 80% of sales are made on the 5th to 12th contact? How often do you contact a prospect before giving-up?
  • You need to set time aside to follow-up each day. Is it something you are always putting-off until tomorrow? Then you are losing valuable sales in the process.
  • There are 5 Common Follow-Up Mistakes: No follow-up, weak or irrelevant follow-up, going straight in with a sales pitch and having no system to track follow-up. How many of these mistakes are you making?
  • You can increase word of mouth referrals for your business simply by making a habit of sending personal notes to your customers.
  • If you focus on getting referrals rather than hunt for new business the friends, family and associates of your current customers will enable you to have business come back to you PRE-SOLD!
  • Sending cards is one of the most powerful sales tools today. In this ever increasing technological age, that is getting so impersonal, handwritten notes are worth their ‘weight in gold’.

Has this list made you think about your current Relationship Marketing Strategy? How’s your current strategy working for you? Is it time to have a major overhaul in the way you are treating your prospects/clients?

If you could do with a helping hand grab my FREE e-book and join the 30 Day Relationship Marketing Challenge.  It won’t cost you a penny!

Use this link: The 30Day Relationship Marketing Challenge

Nicky @NickyClaydon

Nicky @NickyClaydon

Connecting with your Target Market

Have you considered whether or not you are using the right method(s) of communication to ensure you are connecting with your ideal Target Market?  Or are the methods you’re using a bit random, to say the least!

target marketing
Connect with your Target Market

One thing you really need to do is to ensure that the marketing message you are conveying is connecting with the ideal prospect/customer who will buy from you.  Your product or service will not suit everyone’s needs so you need to ensure that you are putting your marketing message in the right places to connect with the right prospects/customers.

There is no 100% correct answer with regard to the best channels you can use to reach your target audience but what you can be certain of is that the method that is right for one business will not be for another.

For example if your business is a retail shop you would want to run a local advertising campaign not a national one as your ideal clients are people from the local community who will buy from you on a regular basis.  For this type of business, the ideal thing, initially, would be to place an advert in a local business directory and/or a small local newspaper and to attend a local business networking group.

You need to set some time aside to think about how your perfect prospect/customer gets information in order to buy a product/service such as yours. What channels of communication would they use: online search engines such as Google, YouTube, Periscope, local business directories/newspapers, direct marketing leaflets, bill boards, television, radio, etc?

Put yourself in the shoes of your ideal prospect/customer and consider, if you knew nothing at all about your product/service, what you would use in order to connect with someone who provides what you do.

Again, along with identifying your perfect prospects’/customers’ needs, this is something that many new business owners and even established business owners forget to do. Is this something you’ve omitted to think of? If so, by carrying out this simple exercise this could make you realise that you have been concentrating your marketing efforts in completely the wrong place! If you find out this is the case, make the change now – you’ll be pleased you did.

Until next time

Nicky Claydon @NickyClaydon

Grow Your Network Marketing or Small Business Through Appreciation Marketing