Small Business Marketing Tips
A Marketing Secret Weapon
June, 2008
Last month we talked about using your web site to position yourself as an expert, and to keep in touch with your customers with a simple email newsletter. This month I'd like to build on the idea of staying in touch by revealing a "secret" technique that's so old that it's new - hardly anyone uses it!
To illustrate the power of this technique, let me tell you about Joe Girard. Joe holds the Guinness Book record as the world's greatest salesperson, having sold more big-ticket items, one at a time, than any other sales person in any retail industry. He started out in the auto business selling Chevys, and he personally sold more cars in a year than most dealerships. He didn't work out on the lot, either. You had to make an appointment to come in and buy a car from him, and he was booked weeks in advance.
So how did he do that? He did it with what we're talking about in these articles - he built a relationship with people, earned their trust, and stayed in touch. For the full story, read his books (JoeGirard.com) but what I want you to notice is his use of this "secret" technique that I mentioned. He used the mail! Every customer got a greeting card every month. If it was their birthday, anniversary or other special event, they got a card for that. If not, they got a personalized holiday card. If there wasn't a holiday that month, Joe made one up. But everybody got a card.
When Joe was doing this, mail was the only option, but when email became available, everyone started using it because it was easy and free. That's why postal mail is a "secret" now - hardly anyone does it, and by anyone I mean most small, local businesses. When's the last time you got a personalized card from your auto mechanic, remodeling contractor, beautician, druggist, restaurant, insurance agent, financial planner or car salesperson? And that's why it's an opportunity for you.
Of course, in order to do this, you have to have the customer's name and address. And many small businesses don't bother to collect and organize that information. If that's you, then you gotta change your wicked ways and start getting that information now! If you can collect birthdays and anniversaries, that's even better. How do you get them? Ask! Tell them you love to celebrate with your customers. Get the kids names and birthdays, too.
You can keep the information in an address book or contact manager on your computer so that it's easy to keep track of the dates and the customers. There are many options for different software to use, and most of it is low cost or free. Some simple systems come with both Windows and Mac computers. You don't need any of the expensive and complicated software that big companies use. Find what works for you.
Now here's more good news. You don't even have to stuff envelopes if you don't want to. There are companies on line that will allow you to upload your addresses, easily customize your postcards or greeting cards and even print them in your handwriting. Then they do the mailing for you. Look at companies like AmazingMail.com and SendOutCards.com for examples. Your job is just to determine who gets the mail and what card or message to send. Then they do the tedious work of mailing.
Don't let any first time customer go for more than a week without sending them a card thanking them for their business. Then put them on your regular cycle. If you inform your customers and show them you appreciate them, they will repay you with their business. If you do it right, you can end up like Joe Girard - scheduling appointments for buyers instead of making sales calls. When you combine this service with the informative web site we previously covered, you're well on your way.
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