January 26, 2007

Going back to basics

I heard the following story yesterday from a financial services company owner.

In a bid to boost his business, he went back to the customer list and decided to call a sample of thirty ex clients.

Professional build on existing relationships, amateurs chase after the more expensive new lead.One study claimed it cost approximately five times more to attract a new client as opposed to getting new business from existing ones.

Twelve of his thirty ex clients bought new financial products as a result of the call, and many thanked him for contacting them. The owner was overwhelmed at the success of his "touching base" phonecalls. He attributed the success of his plan down to his less than "rocket science" strategy:

- Customer contact/ Listening to their needs and letting them talk. Remember as conversation style has moved from dialogue to monologue, listening may give you a competitive advantage - I gest not!

Listening to people, putting aside your own judgements and prejudices, being the silent witness, repeating and affirming is a very potent, persuasive tool.

Get out your customer list and rebuild bridges with your greatest assets - existing and past clients, today.

"In everyone's life, at some time, our inner voice goes out. It is then burst into flame by an encounter with another human being. We should all be thankful for those people who rekindle the inner spirt."

Albert Schweitzer

Posted by Kevin Kelly at January 26, 2007 09:07 AM