PR-specialist tasked to resolve the issue with the volume of sales - namely, its increase. Clearly, this problem marketer. And yet, it has been successfully accomplished. How to do it? Very simple: to start at the most clear criteria have been defined target audience. They are the old and new customers. Let's start by seniority.
Work with older clients is conducted on the basis of marketing, stating that he, marketing, there is a "problem-solving customers at a profit for the company."
The easiest way to find out customers' problems - elementary survey. Simple a survey of quality of services, professionalism of managers, speed in execution of documents and the like. Customer survey should be short-lived, friendly and respectful, even despite the fact that the client is very old. Still, the survey is more than you need. How to complete the survey with the maximum benefit for themselves? Empirically, it was found that if you ask the next question, your customer forever. At least the following order accurately. So, the question is very simple and naive: "What is the general impression formed you about our company?" In 90% of cases you hear in response: "Thank you, good. We will contact you again!" No, not that that is what you wanted to hear, you are conducting a survey to identify the quality of services, but still.
Needless to say that all the rough edges, the client mentioned in the survey, it is necessary to record and resolve. If there are no real cases, not save PR-department. Another point that should be taken into account in the survey, is the personality of the interviewer. The survey must be carried out not the sales department, and, in general, not the person who is constantly working with the client. Let it be, or marketer, or, in extreme cases, PR-specialist. Charging poll last equivalent of an overkill. But if there are no other options, then reluctantly brain do.
Did you know that ...?
Another fertile way to work with old clients is to organize mailing the news and all sorts, but, more importantly, themed "interesting." That is, it is not necessary to ship customer finance company news cooking. For example, customers of the translation agency "TransLink" always happy Communications, which reported the facts about the world's languages and international etiquette. Moreover, customers were interested so that in the autumn of this year "TransLink" allocated advice on etiquette in a special service. It differs from a thematic mailing - interactivity.
Well, the "company news" should be created. How it's done - a topic for another conversation PR-specialists. In short, the news should be, and customers need to know them.
The technical side of email lists is limited to the optimal labor input (not a whole day), in most cases it is possible mailers The Bat and Microsoft Outlook. Importantly, keep in mind the following points:
- Ideal: list name when the respondent addressed as "Dear, Imyarek." In large companies, this will require time-consuming, but the result is worth it.
- Even if the old client, in your opinion, is loyal to the company one hundred percent, in conclusion, the letter will not be superfluous phrase like: "If you want to unsubscribe, then - so we were and say ...".
- Before sending the letter is always put the "read receipt", and you can put a check mark next to "mark the message as urgent." This does not binding neither the sender nor the recipient.
Newsletter most effectively carried out in one day. This allows you to see real results, such as increasing sales, opening long-forgotten issues and others. Usually, they are seen, if delivery was made at a hundred or more clients. According to statistics, every fifth respondent reveals his reaction.
Major holidays life
Everyone knows what the two holidays a man loves more than anyone else. This New Year's Eve and her own birthday. Your customers - all without exception living people. I think not cause particular difficulty, to congratulate TT person with one of these two holidays. In addition, it is desirable to know when the professional holiday of your customers. For example, as follows: Oil Workers Day - first Sunday of September, Metallurgist Day - the third Sunday of July, Builder's Day - second Sunday in August, and so on. Company "TransLink" this year also honored the anniversaries of the diamond industry, the translation service of the MFA of Russia, the plant "Ural Steel" - all of them this year is 50 years old.
The technical side:
Congratulations on the day of birth and professional holidays and, of course, Happy New Year cultured in customer loyalty to the company and serve as a unique reminder of its existence. In general, look for information events to be before the eyes of his longtime client. By the way, and the new can be accessed with congratulations on the occasion of the professional holiday. But, to new clients we begin in the next section.
So summarize:
Work with older clients - is:
Congratulations to the 3 days of birth, professional holidays and the New Year.
Work with older clients is conducted on the basis of marketing, stating that he, marketing, there is a "problem-solving customers at a profit for the company."
The easiest way to find out customers' problems - elementary survey. Simple a survey of quality of services, professionalism of managers, speed in execution of documents and the like. Customer survey should be short-lived, friendly and respectful, even despite the fact that the client is very old. Still, the survey is more than you need. How to complete the survey with the maximum benefit for themselves? Empirically, it was found that if you ask the next question, your customer forever. At least the following order accurately. So, the question is very simple and naive: "What is the general impression formed you about our company?" In 90% of cases you hear in response: "Thank you, good. We will contact you again!" No, not that that is what you wanted to hear, you are conducting a survey to identify the quality of services, but still.
Needless to say that all the rough edges, the client mentioned in the survey, it is necessary to record and resolve. If there are no real cases, not save PR-department. Another point that should be taken into account in the survey, is the personality of the interviewer. The survey must be carried out not the sales department, and, in general, not the person who is constantly working with the client. Let it be, or marketer, or, in extreme cases, PR-specialist. Charging poll last equivalent of an overkill. But if there are no other options, then reluctantly brain do.
Did you know that ...?
Another fertile way to work with old clients is to organize mailing the news and all sorts, but, more importantly, themed "interesting." That is, it is not necessary to ship customer finance company news cooking. For example, customers of the translation agency "TransLink" always happy Communications, which reported the facts about the world's languages and international etiquette. Moreover, customers were interested so that in the autumn of this year "TransLink" allocated advice on etiquette in a special service. It differs from a thematic mailing - interactivity.
Well, the "company news" should be created. How it's done - a topic for another conversation PR-specialists. In short, the news should be, and customers need to know them.
The technical side of email lists is limited to the optimal labor input (not a whole day), in most cases it is possible mailers The Bat and Microsoft Outlook. Importantly, keep in mind the following points:
- Ideal: list name when the respondent addressed as "Dear, Imyarek." In large companies, this will require time-consuming, but the result is worth it.
- Even if the old client, in your opinion, is loyal to the company one hundred percent, in conclusion, the letter will not be superfluous phrase like: "If you want to unsubscribe, then - so we were and say ...".
- Before sending the letter is always put the "read receipt", and you can put a check mark next to "mark the message as urgent." This does not binding neither the sender nor the recipient.
Newsletter most effectively carried out in one day. This allows you to see real results, such as increasing sales, opening long-forgotten issues and others. Usually, they are seen, if delivery was made at a hundred or more clients. According to statistics, every fifth respondent reveals his reaction.
Major holidays life
Everyone knows what the two holidays a man loves more than anyone else. This New Year's Eve and her own birthday. Your customers - all without exception living people. I think not cause particular difficulty, to congratulate TT person with one of these two holidays. In addition, it is desirable to know when the professional holiday of your customers. For example, as follows: Oil Workers Day - first Sunday of September, Metallurgist Day - the third Sunday of July, Builder's Day - second Sunday in August, and so on. Company "TransLink" this year also honored the anniversaries of the diamond industry, the translation service of the MFA of Russia, the plant "Ural Steel" - all of them this year is 50 years old.
The technical side:
- The most memorable is a letter on company letterhead or card delivered by mail or courier on the day of the holiday. If you do not have time - use the fax to send a message also on the letterhead. Do not forget to indicate the top of the congratulatory letter "to whom, what," and at the bottom to put his signature and seal. You can also add contact information.
- Subscribe by email is also acceptable. Here, the same rules apply: a read-receipt and marked "high importance".
- Once you have sent the letter, ask - whether it came calling destination. It's always interested in PR-managers, sending press releases to journalists.
Congratulations on the day of birth and professional holidays and, of course, Happy New Year cultured in customer loyalty to the company and serve as a unique reminder of its existence. In general, look for information events to be before the eyes of his longtime client. By the way, and the new can be accessed with congratulations on the occasion of the professional holiday. But, to new clients we begin in the next section.
So summarize:
Work with older clients - is:
- Surveys on the quality of service and problem-solving
- Carrying out mailings with news of the company and "interesting"
Congratulations to the 3 days of birth, professional holidays and the New Year.
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