Connecting with customers - Deluxe Small Business Heroes Tour


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How to establish and maintain relationships for your business, how to get customers to work for you, and strategies for building relationships

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Connecting with customers - Deluxe Small Business Heroes Tour

  1. 1. A PRESENTATION FROM DELUXE Connecting With Your Customers SEPT/OCT 2010 follow hashtag #deluxehero
  2. 2. you have with your customers vary… from customer, to customer, to customer. The Relationships…
  3. 3. …… .produce varying results: <ul><li>Referrals </li></ul><ul><li>Revenue </li></ul><ul><li>Complaints </li></ul><ul><li>Opportunities </li></ul><ul><li>Ideas </li></ul><ul><li>Problems </li></ul><ul><li>Solutions </li></ul>And, Those Relationships…
  4. 4. <ul><li>If you treat them all the same, you will advance some relationships prematurely and under-leverage others. </li></ul><ul><li>You miss out on your chance to get your best customers working for you. </li></ul>Missed Opportunities
  5. 5. Stop Doing All The Work!
  6. 6. Get your customers working for you. Instead..
  7. 7. What Are We Talking About? One approach. All customers One approach. With customer’s name Multiple approaches based on static factors Multiple approaches based on history One approach. All customers One approach. With customer’s name Multiple approaches based on static factors Multiple approaches based on history Multiple approaches based on static factors
  8. 8. Why Now? Because…. <ul><li>Consumers are turning to their peers. </li></ul><ul><li>Your customers will share their stories. </li></ul><ul><li>100 customers can produce 1000 prospects. </li></ul><ul><li>As a marketer, you have much less control than you used to. </li></ul><ul><li>The more you know about your current customers, the better marketer you will be. </li></ul>
  9. 9. And, your time is even more valuable! You are less in control than you used to be.
  10. 10. <ul><li>Determine what kind of relationship you have with your customers. </li></ul><ul><li>Determine if your customers are well placed or if the relationship is ready to advance. </li></ul><ul><li>Take the right steps to advance the relationship. </li></ul>Your Job…
  11. 11. <ul><li>Put up with mistakes </li></ul><ul><li>Provide honest feedback </li></ul><ul><li>And good ideas </li></ul><ul><li>Recruit others </li></ul><ul><li>Buy </li></ul><ul><li>Engage </li></ul><ul><li>Reflect </li></ul><ul><li>Come back </li></ul>New & Transactional Returning & Loyal It Depends…..What kind of customer are they? Their Job?
  12. 12. <ul><li>Most customers tend to be transactional </li></ul><ul><li>Satisfied, but not loyal </li></ul><ul><li>Price sensitive </li></ul><ul><li>Repeat buyers </li></ul><ul><li>Tell others </li></ul><ul><li>Interested </li></ul><ul><li>May have multiple providers </li></ul><ul><li>Loyal and committed </li></ul><ul><li>Tell and promote </li></ul><ul><li>Raise concerns and issues </li></ul><ul><li>Buy multiple products </li></ul>Angels Advocates Allies Advocates create Allies Angels create Advocates A Deliberate Relationship Strategy Source: Stone Mantel
  13. 13. Customer Strategy In-Play Angels Advocates Allies <ul><li>Your coffee shop asks you to try their newest latte </li></ul><ul><li>You do everything your mechanic tells you to do </li></ul><ul><li>You recommend your Accountant to a friend, but coach him in advance to ensure success. </li></ul><ul><li>You’re asked if you would like your “regular” or something different today. </li></ul><ul><li>You share your story of success </li></ul><ul><li>You ask your friends </li></ul><ul><li>You search online </li></ul><ul><li>You try and you decide to return </li></ul><ul><li>You read an email - twice </li></ul>Source: Stone Mantel
  14. 14. What words would you use to describe your customers in each of the categories? Your Customer Strategy <ul><li>xxx </li></ul><ul><li>xxx </li></ul><ul><li>xxx </li></ul><ul><li>xxx </li></ul><ul><li>xxx </li></ul><ul><li>xxx </li></ul><ul><li>xxx </li></ul><ul><li>xxx </li></ul><ul><li>xxx </li></ul><ul><li>xxx </li></ul><ul><li>xxx </li></ul>Angels Advocates Allies Source: Stone Mantel
  15. 15. Let’s Share
  16. 16. <ul><li>“ Show up” where Allies are - both when they know they have a need and when they don’t! </li></ul><ul><li>Make it easy for them to discover your products and services – through trials or “sampling” </li></ul><ul><li>Give them a reason to come back </li></ul><ul><li>Invite them to your “Advocate community”—newsletters, website blogs, happy hour events </li></ul>Relationship Strategy for Allies
  17. 17. <ul><li>Expose them to new products and services </li></ul><ul><li>Invite them to participate in your Angel community </li></ul><ul><li>Host “bring a friend” educational or social events </li></ul><ul><li>Create “relationship” touches to keep your business and you top of mind </li></ul><ul><li>Make it easy for Advocates to market for you. Feed them online tools and interesting tidbits to share with their network </li></ul>Relationship Strategy for Advocates
  18. 18. <ul><li>Ask for feedback and continuously improve based on their advice </li></ul><ul><li>Set-up opportunities for them to tell their story about their experiences with your business </li></ul><ul><li>Find ways to recognize and reward them for repeat business </li></ul><ul><li>Give them trade secrets (within reason) </li></ul><ul><li>Be reciprocal and on a peer level – treat them like a partner </li></ul>Relationship Strategy for Angels
  19. 19. Name your Angels: Name your Advocates: Name your Allies: <ul><li>What might you add to your strategy to develop your Allies into Advocates? Your Advocates into Angels? </li></ul><ul><li>What tools can you provide your Angels so they can affect Allies and Advocates and help move them up the customer ladder? </li></ul>Your Customer Strategy
  20. 20. Potential Customers
  21. 21. <ul><li>Allies’ view of you begins when they have contact with any aspect of your business: </li></ul><ul><li>What ad will they see? </li></ul><ul><li>How does your website look? </li></ul><ul><li>What will people say? </li></ul><ul><li>Be the one who is talked about and recommended! </li></ul>Helping Allies Learn More About You
  22. 22. It’s All About Connections