Buying Experience Plan ™
Step 6 - Retention Marketing
Got a good customer…KEEP a good customer!
Happy customers are your best source of business…and your most cost effective. Progressive and proactive companies have a complete plan to ensure they communicate with their customers long after the first sale is made. Retention Marketing is Propel’s final step in the process that ensures you a long-term relationship with your customer.
WHAT YOU SHOULD KNOW:
One-time or short-term clients mean you aren’t getting the maximum use out of your advertising dollars.
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Don’t lose your client to the competition: Two main reasons a company loses a customer to the competition are:
- The company did not manage the customer’s expectations of value.
- The company did not consistently keep their name and benefits in front of their client.
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How to Keep Your Clients
Propel creates a plan for continued follow-up that concentrates on the value of using your product or service.
1. Manage customer expectations with regular communication, such as:
- Explain features, benefits and usage.
- Promote complementary products and services.
- Deliver industry advancements, news and information.
- Suggest new usage ideas.
- Offer additional training and support.
2. Keep your name fresh in their mind:
- Don’t let your competition slip in behind your back.
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Retention Marketing can be done through:
- E-mail marketing
- Direct mail
- Newsletters
- Seminar series and events
- Phone calls and direct contact, etc.
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