Monday, June 30, 2008

Don't Accept Excuses As An Answer

I just caught myself last week accepting the excuse of economic slow down as a reason why business is stalling. At the same time, I was upset because the car dealer didn't mind informing me about the whereabouts of my car...

What is the connection between the above mentioned events: the economy only slows down for those companies not talking to their customer base.

There are at least a 1000 reasons to call your customers:

  • To thank them for an order;
  • To inform them pro-actively about any changes in their order status;
  • To follow up on a marketing action (brochure, emailing, ...);
  • To follow up on an offer;
  • To update them with news on products and/or services;
  • To let them know about special promotions;
  • To re-activate sleeping accounts;
  • To turn prospects into customers;
  • To find out if there is anything you can help them with;
  • To get an order from your customer;
  • Because it is a sales persons job to call his/her customers;
  • Because only successful sales people call their customers on a regular basis;
  • Because it will make your sales force stronger (internal & external sales reps);
  • Because in increases the desire from the customer to work with you as you are top of mind;
  • ...

Make sure your message is adapted to your audience: no pain, no gain = no change. Certainly in more difficult times, it is all about being top of mind, and what better way to be top of mind than to call your customer on a regular basis?

Happy calling!

Monday, June 23, 2008

The Day Burger King Killed The Whopper

A great video about the day Burger King killed their "Whopper". Great viral :


Monday, June 9, 2008

A Self Explaining Marketing Tools Mix

A few words on the vertical axe may help:

Category need: convince the prospect/customer they need your category of products (ex. headsets)
Brand awareness: make sure the prospect/customer is aware your company/brand offers products in the category he/she is looking for
Brand knowledge: inform the prospect/customer about the advantages of your product/brand vs. the competition
Brand attitude: prospect/customer will generate a positive or negative feeling for your product/brand
Intention: the prospect/customer wants to buy your product/brand
Behavior: the customer bought your product/brand
Satisfaction: the customer is pleased with your product/brand and will recommend to others

Marketing Tools Mix
Green: great tool
Orange: neutral
Red: bad tool

This matrix was originally published by Floor & Van Raaij.