Protect your most valuable organizational asset – your current customers or donors – by
setting up and following a customer contact plan.
The objective is to optimize the value of your efforts by segmentation and communications planning. First, divide your customer base into four segments: Inquirers, One-time buyers, Multi-purchasers and Dormant accounts. Next, create your communication plan based on their sales potential. By utilizing a simple customer contact matrix, you can clearly see how to direct your resources to where they will be the most productive - in both time and dollars. Finally, build a method of measurement into each segment option.
For example, inquirers may get six emails, one direct mail piece and one phone call
annually. But, your best customers who make multiple purchases may get 12 emails, six
direct mail pieces, six phone calls and one sales visit each year. One-time buyers and
dormant customers will have a different combination of contact points. Know that you’ll want to have some flexibility that allows you to announce special sales or promotions.
1) Keep your customer information clean and accurate.
2) Be sure to enter data correctly from the start, and standardize your format of business addresses.
3) Use data-cleansing software regularly, and make it easy for your customers to give you updated information.
Keep track of your marketing efforts by measuring the number of responses to each strategy utilized. Over time, you will be able to focus on the best strategy for each segment in your customer matrix. With your contact strategy in place, you can be sure your market is effectively covered.
Under-communicating with key customers or over-communicating to prospects or first-time buyers becomes a thing of the past. Sales literature that lands in the hands of your best prospects is a hard-working tool of successful marketers – even in the digital age. New product information, comprehensive business proposals or trade show packets deserve a proper presentation.
Here are some of the basics of sales collateral:
• Capabilities package – This is typically a pocket folder with insert sheets. Be sure to include a cover letter specific to the customer or prospect. Also include industry-specific article reprints to demonstrate your interest in and knowledge about their business challenges.
• Brochure – A visually-appealing, well-written piece should highlight the benefits of doing
business with you. Use your brochure as a fulfillment piece for inquiries. And, include them in
your capabilities package.
• Product Specification or Sales Sheets – With today’s digital printing technologies, product
and pricing sheets can be easily updated with the most current data.
For high-impact designs, see the experts at Allegra today. We’ll help you create a coordinated customer communications plan – and harness the power of print.