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Tim Genster
They never come back. You did your marketing so well and marketed so wisely that you're almost in a state of shock at how your customers ignore you.
Do you want to know why they ignored you, why it was so easy for them to put you out of their minds? It's because you ignored them.
It's because you made the sale and then made the grave but all-too-common error of thinking that your marketing job was over. That was a terrible error. But at least you've got a lot of company making the same terrible error.
Nearly 70 percent of business lost in America is due to apathy after the sale. Apathy is the deadliest enemy of marketing. A "love 'em and leave 'em" attitude is usually fatal to profitability.
The opposite of apathy is follow-up, in the form of news and offers from your business. Today this is called Customer Relationship Marketing, or CRM.
It means you adopt a "love 'em and love 'em" attitude, marketing to prospects like crazy till the sale is made, then continuing to market like crazy to them after the sale. Apathy never sets in. Customers never feel ignored.
Business owners who adapt to a CRM way of thinking do all in their power to intensify the relationship with caring follow-up and attention. They know that once they have established a relationship, their product or service is no longer thought of as a commodity.
Businesses that offer commodities often loose customers due to competitors offering lower prices. Businesses that form warm relationships transcend being thought of as a commodity and maintain their customer relationships with service and constant contact.
No wonder they don't loose business so readily. People want relationships, want the businesses they patronize to stay in contact, want to feel cared for and not ignored. Today's most successful business owners know that their customer relationships are their most precious assets.
They know that if customers purchased from them one time and had an enjoyable purchase experience, they are very likely to buy from them again. And again and again. And to provide many referrals over time.
Instead of the kind of apathy that loses customers forever, constant attention and follow-up results in healthy back-end sales. This means repeat sales, ancillary sales and referral sales.
And this means big profits to you -- because it costs six times more to sell something to a new prospect than to sell that same thing to an existing customer.
It happens only when you defeat the most deadly enemy of marketing. And now you know how to do that.
Article Source :
http://www.bestmanagementarticles.com
http://marketing.bestmanagementarticles.com
About the Author :
Tim Genster is a highly experienced Marketing Communications professional - Marketing Coaching, Website Copywriting and Small Business CRM. He can show you EXACTLY how to put together a very affordable CRM program for YOUR business. http://www.mybusinessportal.biz or http://www.local2global.biz
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