(A metaphor for any businessperson who seeks loyal clients & quality referrals.)
Once upon a time, the commander of an F-15E Strike Eagle squadron was issued a warehouse full of *fire and forget* missiles.
Surely, a no-brainer. Simply acquire the contact, launch the missile, then concentrate on the next target.(Like I said, an easy decision.)
Strange as it may seem, the squadron commander decided against employing this massively effective weapons system. His reasoning? It takes too much effort to attach those things to the aircraft.
You will recognize that this story, of course, is a fairy tale.
In reality, any manager or business owner (or salesperson) who fails to acknowledge that all business is a type of warfare, just doesn’t get it. But they will – eventually.
Why in the world would any businessperson leave to chance, whether or not a client decides to return (and refer friends)?
But, we gave them courteous service and a fine product, is the lament voiced too often by good and earnest businesspeople. Without question, service and product are essential to success. But they are not enough. And the statement is a little naive.
The answer obviously is to go after them (your clients). Make sure that they come back, again and again. Make sure that they want to come back (and refer their friends).
Nagging and cajoling won’t work. Postcards, brochures and letters rarely prove effective. The average consumer receives dozens of these each week. (Personally, I rarely open the ones I receive. Although, I sometimes read the postcards.)
The 7.5 billion dollar greeting card industry has spent hundreds of millions of dollars to indoctrinate every living American that those who care enough, send greeting cards.
(Why not take advantage of three decades of their successful, and extremely expensive, advertising stratagem?)
When you send your new or best clients a greeting card they know you care, because the greeting card giants have taught all of us that this is true. And we believe it, without exception.
Nobody leaves a greeting card unopened for long. In fact, studies show that a person is 11 times more likely to open a greeting card than any other piece of mail.
Your customers will respond, naturally, with greater client loyalty toward you, if you do this correctly. (Just as customers have responded since 1400 A.D.)
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