There is no business with any customers. And a business can flourish or drain out if there is no constant flow of new and repeated customers. In this financial environment this is challenging as the most business owners they didn’t realize that the consumers will not storm out of their shops as was happening 3 years ago. You have to realize that the market place has changed once and for all. There are two options; either you will ignore this change and pretend that everything is like before, or you will accept that the change has already happened you will endorse new skills and apply new strategies to remain in the business. One of my favorite quotes is Jim Rohn’s saying: “Is not the blowing of the wind that determines your life future….is the set of the sail…The same wind blow to all of us…but is the set of the sail that will takes you where you want to go”.
Your customer is your income and as you protect your wallet you have to protect them from being lost. You maybe have build a relationship with them…but as the flowers want water and sun to flourish the same apply to your customers also.
You have to stay in contact with them and a great way to do so is through the Social Media and by using a monthly newsletter.
These strategies will help you to have a regular and frequent contact with your customers which is known as “Building Your Fence.” Your fence is designed to keep your clients and customers in and the poachers out. A poacher is anyone who is trying to steal your customers. It could be a direct competitor, but it could also be another company that is targeting the same dollars that your customer uses to buy your product or service.
To remain strong and effective, a fence must be properly maintained. If you are not in regular and frequent contact with your customers and clients, your fence will begin to deteriorate, losing one slat or whole sections at a time. Either way, the result is the same. As your fence becomes weaker, you will lose customers and profits.
Let’s be practical for a moment. You have probably invested a great deal of time and money growing your business and building your customer list. Don’t let your hard work, and the hard-won relationships you have with your customers—and the profits they bring you—slip away by being lazy and not communicating with them.
One of my mentors, marketing genius Dan Kennedy, actually coined the phrase “fence building.” One of the best pieces of marketing advice comes from Kennedy’s book, No B.S. Direct Marketing. “My single biggest recommendation is the use of a monthly customer newsletter. Nothing, and I mean nothing, maintains your fence better.”
Commit right now to starting (or restarting) your monthly newsletter. Dollar for dollar, newsletters are the most effective marketing tool available. Plus, customers who read your newsletter are usually in a good position to do business with you again and recommend your product or service to others.
Every time you mail your monthly newsletter you make your fence stronger. Think of this as adding another slat.
These strategies will help you to have a regular and frequent contact with your customers which is known as “Building Your Fence.” Your fence is designed to keep your clients and customers in and the poachers out. A poacher is anyone who is trying to steal your customers. It could be a direct competitor, but it could also be another company that is targeting the same dollars that your customer uses to buy your product or service.
To remain strong and effective, a fence must be properly maintained. If you are not in regular and frequent contact with your customers and clients, your fence will begin to deteriorate, losing one slat or whole sections at a time. Either way, the result is the same. As your fence becomes weaker, you will lose customers and profits.
Let’s be practical for a moment. You have probably invested a great deal of time and money growing your business and building your customer list. Don’t let your hard work, and the hard-won relationships you have with your customers—and the profits they bring you—slip away by being lazy and not communicating with them.
One of my mentors, marketing genius Dan Kennedy, actually coined the phrase “fence building.” One of the best pieces of marketing advice comes from Kennedy’s book, No B.S. Direct Marketing. “My single biggest recommendation is the use of a monthly customer newsletter. Nothing, and I mean nothing, maintains your fence better.”
Commit right now to starting (or restarting) your monthly newsletter. Dollar for dollar, newsletters are the most effective marketing tool available. Plus, customers who read your newsletter are usually in a good position to do business with you again and recommend your product or service to others.
Every time you mail your monthly newsletter you make your fence stronger. Think of this as adding another slat.
Do you want to learn how to use Social Media and attract more customers? Opt-in to the free trainings are available in the right side of the page.
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