Your past customers… those who have done business with you in the past, but are no longer considered “active.” That is, they haven’t purchased from you recently. Something happened. They’ve quit coming back. Maybe they’ve outgrown their need for your products or services. Maybe they’ve gone to another competitor. Maybe they moved out of your marketing area. Whatever the reason, they’re no longer doing business with you.

Remember, these former customers at one time liked and trusted you enough to purchase from you. It may have been a certain sale or offer that you ran. It may be that they did business with you because you were conveniently located to them. Or it may be that they were referred to you by a friend, a family member, a neighbor or a relative. Whatever the case, they, at one time, did indeed, buy from you. Now, just because they haven’t purchased from you again recently, doesn’t mean all is lost.

First, you need to determine when a customer or client is no longer considered current. This will depend entirely on your business. For example, a car salesman knows that many customers get a new car every 5-7 years. In this case, you want to continue to follow up with these customers during this time. Conversely, if you sell vitamins that time period might be 2 months before they would need more product. If that customer bought a 2 month supply of something and they haven’t been back in after 6 months, that could mean they are now a ‘former customer’. Just make sure that you define these in your business for your particular situation.

One of the biggest mistakes businesses make is that they fail to keep in touch with this group of customers. If you’ve run your business properly, they’ll remember the way you did things, how you treated them, and the quality of products and services you sold them. And it won’t take much to get them back to do business with you again. But what if you didn’t do things the best way? Perhaps they had a bad experience with your business or a certain person that worked for you.

Well, an apology or an explanation of the circumstances and what you’ve done to correct the situation can do nothing but help re-solidify an old relationship. You can use the same planning and contacting sequence that is listed above when determining how best to contact this group of customers. Whatever you do, don’t let this valuable resource fall through the cracks. If these customers left your business to go with a competitor, it won’t be long before they have some type of negative experience with that competitor, believe me. It’s just so rare that you find… in any type of business, industry or profession… a business that is on top of all things all the time. And most often, you’ll find that nearly every business is product-oriented, and not customer-focused.

Once you “get your act together,” and begin delivering more than the benefits that the products or services you sell provide, you’ll find that this group of customers can turn out to be a real profit center for you.  So take a look today at your past customers and tap a new resource!

Interested? Want more?  Visit my website – www.automaticprofitsolutions.com

Part 2 of a 2 part series -

The Yellow Pages are a primary source of information because most people expect to find certain types of businesses listed there. They are the preferred choice of both a consumer and business buyer looking for products and services that aren’t required on a regular basis. But here’s what really makes the Yellow Pages such an effective marketing tool:

People use them when they are ready to buy!

3.  Decide on the size of your ad before you begin the design. Then, create your ad to that exact size. Use whatever zoom function your software program features to make your ad the full size of your screen. This will help you make the smallest of adjustments quite easily and will prevent mistakes that are routinely overlooked at a scaled-down size.

4.  Give information. Give your prospects the information they need at the “moment of truth” when they’re ready to make a purchasing decision. Most Yellow Pages readers are ready to buy NOW. They only reach for the Yellow Pages and refer to a specific category when they are serious about finding a solution to a problem.

They want to know who can best help them. Therefore, it stands to reason that your message should be based on solutions, advantages and customer benefits. Focus your message on what you do and how you benefit customers, rather than on who you are.

5.Create an original look.  Design an ad that clearly and succinctly state your unique advantages and gives prospects a reason to call you. Your advertisement should answer a vital question: “What’s special about your company and why should people call you?”  

Take the time and make the effort to create an ad that works hard for you the whole year long. Focus on creating a distinctive, benefit-oriented ad.

(For steps 1-2 please see previous post.)

www.automaticprofitsolutions.com

The Yellow Pages are a primary source of information because most people expect to find certain types of businesses listed there. They are the preferred choice of both a consumer and business buyer looking for products and services that aren’t required on a regular basis. But here’s what really makes the Yellow Pages such an effective marketing tool:

People use them when they are ready to buy!

There are only two downsides to advertising in the directory. First, and largest, is the cost. Yellow Page ads are expensive. And the other negative factor is that you are advertising along with all your competitors at the same location. So you had better look good and your ad had better do well against the competition.

If you’re going to run any kind of advertising… print, mail or voice, you should do all you can to make it pay off. After all, it costs the same to run an ineffective ad, as it does to run a super-responsive one.

A quick look through the Yellow Pages directory or newspaper from any city reveals an abundance of weak, under-performing, look-a-like ads. Most of these advertisers are spending hundreds of dollars every month on ads that are totally unresponsive.

Here are five tips and tricks that will in most cases double or triple the results of your advertising efforts. Read these ideas carefully, then put them to use. You’ll be amazed at the results.

1.  The essential elements for a profitable ad. Create an outline of your ad using the 4 ingredients of a powerful print ad:

                        Captivating Headline

                        Unique Benefits

                        Enticing Offer

                        Contact Information

2. Check other city directories and advertising media. Study publications. You can find them at your local library or online. Look up your own specific category and observe how others have approached the same marketing challenges you’re facing. Also, browse through categories that are completely unrelated to your field.  Keep your eyes open for ideas, concepts, strategies, or tactics that may be transferable to your industry.

Check back tomorrow for elements 3 -5!

Don’t forget to visit our website at www.automaticprofitsolutions.com