Tag Archives: customer

Implementing A VIP Program Into Your Business

By: Shane Russell

I met with some clients today about helping them build and market their beauty salon. Their business has been around for almost a year and they still don’t have the traffic they would like. They have done an unbelievable amount of word-of-mouth advertising by handing out coupons and flyers. These people are fantastic! They have even partnered up with the local restaurants and other businesses to trade for advertising space on their billboard. Even though the economy is tough, they are going to continue to fight and be tougher than both the economy and their competition.

Although your business may be a little different than this client, all the principles of the VIP program will be the same across the board.

I met Roxana, Mrs. Roxy Herself, at the local wireless store. She was handing out her flyers and I instantly thought about helping her market her business. About a week later, I ran into her again and I greeted her with excitement. It was as if we had known each other for years.

I then quickly made it a point to ensure we would be able to talk again. I took a coupon and went to get a haircut. As soon as I walked in the door of her salon I began smelling opportunity in the air. With my background, experience, knowledge, and education, I knew I could help them turn their business into a thriving business.

During our discussion tonight we came up with many great ideas, which I will be implementing shortly, but first we decided to develop a VIP program for their customers. This is a great way to focus their efforts on the easiest and very best way to earn business, repeat customers and referrals.

They already worked twice as hard as their competition to earn the business, now it’s time to help them keep the business!

I told them we are going to create a VIP program not only to get those hard-earned referrals and repeat customers, but also to grab their customer’s information so they can build loads of value for their customers. I told them they to be value-driven so their customers will come back time and time again.

I learned many of the techniques I’m mentioning here from Jeffrey Gitomer. Visit our Library for more of his techniques and other resources.

Their customer’s information is like Gold simply because they will be able to keep in constant contact with them. They will be able to send them “value” letters, not necessarily “sales” letters. They will build a loyal customer base and have no choice but to expand their business.

They have a great niche. They just haven’t capitalized on it yet.


Now that we decided to implement a VIP Program, we have to determine what information is the most valuable and necessary. Below is a list of all the information you want to get from all your customers so that we can learn about them, their interests, their family, and what’s important to them. This will allow you to send “Value-Oriented” letters, postcards, flyers, emails, etc. as well as to give a personal touch and remind you about each customer before assisting them.

1) Name

2) Address

3) Phone Number

4) Email Address

5) Birth Date

6) Children’s Names and Birth Dates (optional)

7) Anniversary (optional)

8) Pets’ Names (optional)

9) Hobbies/Interests/Career/School (optional)

Obviously, the more information you obtain from your customers, the more ammunition you will have in your back pocket. People really like to be welcomed, recognized, and remembered when they go somewhere, especially somewhere they frequent. This makes them feel important and it’s your job as a business owner to ensure this.

If have haven’t already, purchase customer tracking software to do this for you. An example can be found at: http://www.novosolutions.com/customer-tracking-software/. Please visit the website to learn about how this software can help make your life easier and assist you in building your business.

If your customers don’t feel comfortable giving out their personal information, explain to them the importance and how it will benefit them. Say something along the lines of, “Mr. Customer, I understand this is a little out of the ordinary but you are very important to me as a customer, and I would like to get to know all my customers’ needs, wants, and interests, including yours, so you will have the very best experience each and every time you come to our store. Plus, we have great promotions and discounts for all our VIP members including, but not limited to, a discount on all our products, FREE Birthday haircuts for you and your family, coupons delivered to your house, and more!”

Make them feel like a million bucks. They will get a very warm feeling inside and will never go anywhere else again! I assure you most people will gladly sign up because everyone wants to get free stuff.

In addition to obtaining your customer’s information, you must spend a minute before assisting each of them to review the information from previous sessions. You must also spend a minute after to document the current experience and customer’s preferences for future reference. This will give you something to talk about and you will already have an idea of their needs and wants.

There are too many people for you to remember everyone’s needs, wants, preferences, every time. Don’t even try. Just spend the extra minute. It will save you loads of time and will be worth the investment. I promise.

If you live in the Salt Lake City, UT area, please visit Roxy’s Beauty Salon. It’s a great atmosphere and they do an amazing job! They most certainly have the quality you would want as well as the ability to make you feel welcome and like part of the family.

Shane Russell

President, CloakA Communications

I am the Author, Creator, and President of CloakA.com. I am an entrepreneur and a visionary as well as a motivator and mentor. I will teach you how to build your own successful online business. My 1st book, Money Does Grow on Trees, is a motivational and inspirational book and my 2nd book, How Money Grows on Tress, teaches the nuts and bolts of how to grow your business along side my step-by-step coaching program.

My weekly CloakAzine is designed to take situations you deal with on a daily basis and relate them to business as well as improving your life.

We look forward to working with you and having you give us feedback on our ebooks, website, coaching program, etc. Please let us know how we are doing?


Article Source: http://EzineArticles.com/?expert=Shane_Russell

Tips for Developing a Company Brochure

by AndiBeark

The only way you can get a new customer is to find ways to get that customer interested in your company. Great products and services are wonderful things, but if the customers out there don’t know they exist, then it’s a lot like that proverbial tree falling in the woods. That’s why having a great company brochure is a key element to bringing awareness of your company, its goods and services to those customers.But simply putting a brochure on the table at a trade show doesn’t mean a customer is going to pick it up and put it in their bag. That brochure has to reach out and say “take me!” and simply putting them in a holder that says “Take One” isn’t always going to be enough incentive for someone to do so. The brochure has to stand out. It has to be impactful enough that someone walking by that may only have a marginal interest in your product will want to detour to your booth long enough to get that connection.

Using color and graphics to catch people’s eyes is certainly one aspect of a great brochure. Making sure those splotches of color or pictures are impactful enough to grab attention is an important aspect that has to be paid attention to. However, there’s a lot more to a powerful presentation than simply having a great graphic or eye-catching color scheme.

Make sure you put quality information about your products or services inside the brochure. The ‘flash factor’ may make someone pick it up, but that information is what will cause them to keep it, and to use it to connect with your company. But don’t try to deluge the customer with every single aspect of your company or product, unless the brochure is designed to highlight only that aspect. Too much information, especially within the confines of a tri-fold brochure will cause the customer to put it down, unfinished.

Another important aspect of a good brochure is to make sure your company information is easily attainable. Putting contact information in two or more notable locations will give the client multiple opportunities to see that information, and it makes it easy for them to pick up the phone and call, or to type in that web address for more details.

Something else to keep in mind is to use a good quality paper. Let’s face it, if you use regular copy paper, or even regular brochure paper, the average customer won’t pay any particular attention to it. But if you use a high gloss finish paper, or a rag bond, then that will leave its own impression on the customer. Superior quality paper will leave the impression with them that your company is also superior quality, and that alone can be worth more than the words and colors used alone.

Creating a great company brochure isn’t as simple a process as one would think. But by paying attention to the details: color, content and paper, creating a great brochure is something that will pay dividends for years to come.

About the Author

In the marketing business, Andi Beark needs to stay on top of the game. She uses creative solutions with a tri fold brochure design to enhance the visibility and product images of her clients. Use PaperDirect’s brochure design and printing to maximize your company’s exposure in a big way.

How to Find and Acquire the Ideal Customer – The Customer That Brings Dozens of Ideal Customers

By Alan Boyer

I was just reading through some other articles on EzineArticles about “attracting” the ideal customer.

I’m going to deal with two aspects of that.

Our job in marketing should be more about “finding and acquiring” customers instead of “attracting” customers. The difference is passive versus active. “Attracting” sort of implies that if we do all of the right things we’ll attract them to us while we set here. Marketing, done right, however, means that we identify who our ideal customer is then we “go get ’em.” That’s an active step. And THEN if we say the right things to the right people they will literally JUMP into our shopping cart.
The second part of that is about THE IDEAL customer. And most small business owners either have no ideal who their ideal customer is, or they may have identified a much less than ideal customer.I guess we could define ideal, and the really ideal.

There is a lot of ways we could define an ideal customer, and not all of these are this AND this, they are more like this OR this..

Easy to get
The individual customer buys a LOT (they are the super customers. When some clients buy $10, these are the ones that buy $1,000, or even $10,000 each time they come along).
Or, as a group, they buy more. In other words, I had a client who was selling a $5,000 program and having trouble selling them. When asked what an Ideal client would look like she started talking about larger companies who would buy $10,000 to $15,000 of the same program from her. But when we looked at options she was hesitant to even look at we lowered her price to $250 and sold hundreds a month, in other words, $25,000 a month and for only 4 hours of her time, about $6,000/hour. The $5,000 program was taking 8-15 hours a month to produce, and many more hours than that to sell it, and she wasn’t selling them.
Or even a company that could refer LOTS of companies.So, there could be several different ways to define ideal. All of the way from easy to sell, to making the most money, to making the most money with the less time, or a customer or a prospect who’d refer tons of new customers while reducing your time doing it, the last being one of the best, but still, your definition may be different.

Now, let’s take that even further, as I said above “THE REALLY IDEAL.”

The Ideal Customer… The Golden Egg

Let’s call the ideal customer we defined above as “the golden egg.” But now we want to find “the golden goose.” The golden goose is the one that lays dozens of “golden eggs.”

So, once you define a golden egg, who they are, and where we’d find them, then we start looking for “the golden goose” that lays those particular golden eggs.

The Golden Goose… The Customer That Lays Dozens of the Golden Eggs

Creston, one of my clients, who owns a sign company, was talking with me about how to find his golden eggs. At first we were defining the golden eggs as companies in malls. They are frequently moving in and out and needing his signs. He had been doing a lot of really small yard signs such as realtor signs. They were $24 each and were taking up a lot of his time to sell individual signs.

So, as we talked about the potential Golden Geese each of those turned into a different form of Golden Goose.

The mall shops turned into him working with large scale property managers. Those that managed the malls. He made a deal with them. He’d cover the empty shops with signs and help them get that shop filled quicker. Then they’d recommend him to the new shop owners that came in. So, instead of selling a sign here and there to the shops, now he gets almost every shop as a customer both every time it goes empty and every time it has a new shop owner. And, on top of that, some of these shops are franchises, so he gets referrals to other shops around town that are in the same franchise. In fact, he offers a discount to the shop owner who gives him a referral that is sold to another shop owner.

He also built his marketing message to target mall managers instead of shop owners. Now he says that the average mall or property manager makes another $30,000 a year from partnering with him due to the fast turnaround and high occupancy rates. BINGO. Now he gets lots of Golden Goose mall managers. And, that’s at a time when malls are actually downsizing… they really need him. He’s their answer, and they are providing him a nice answer as well.

That was when his sales exploded.

We also looked at how to find the Golden Goose for the real estate signs. He did develop a program for real estate agencies that would recommend his signs to all of their real estate agents, another one for mortgage brokers, and another one for the city wide association of realtors. That certainly kicked his sales of $24 signs up several notches. But they just didn’t compare to the large thousand dollar signs in the malls. The difference was that the small real estate signs weren’t really golden eggs. So, he had developed a goose, but not a golden goose that was laying a lot of golden eggs. Yes, he was getting a lot of eggs, but just not golden ones from this program.

So, where are your golden eggs, and how could you find your big golden geese?

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Article Source: http://EzineArticles.com/