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You want your client to be in "awe" after doing business with you.
Does this sound hard?
It may. But it's really easy.
It's easy because most businesses do a lousy job. They don't even do what they are supposed to do. Of course they don't do anything "extra".
So it's easy for you to stand out!
What do you do to WOW your clients?
One trucking business owner gives all his clients free memo pads with unlimited refills.
Before you think he is crazy, let's analyze this:
He gives this to his clients after their first job. Let's say it costs him $2.50 per client. Nice ones, not the cheapies others give. He has them printed with his company information. He tells them this is the only memo pad that they'll ever need and to throw every other one they have away.
Then he says if they ever run out to give him a call and he'll come back and refill it for free -forever!
Rarely does anyone ever call for the free refill (because when the call, they are giving him work).
So it costs him $2.50 to initially give his client an extraordinary feeling. That's pretty cheap!
He doesn't stop there.
He also gives his client a certificate for $20 off their first load. It's a simple cert that looks like a $20 bill. He has his company name and number on it. He prints them himself on a home computer (3 to a page) and they really look neat!
His clients feel special. The cert costs him about .25 cents plus the initial $20 bucks off- but he makes that back in future loads. He actually is able to charge more anyway because he is looked at as providing consistent, trusting value.
Some other things he does:
A confirmation call to his client the day before (or when on way) picking up the load.
A call after pick up letting his client know they are enroute.
A call again after delivery.
He is sure to do these every time... they can count on it, and him.
He also sends a thank you letter the next day thanking them after every job. He tells them to call immediately if there are any problems. He also explains his referral program (we will go over that strategy in future techniques).
For a total of less than $5 he WOWS his client. Every time he does business with them.
Do you think they ever go anywhere else when they know he can work for them?
Not on your life!
They are loyal as can be.
38.4% of his business is repeat business. That means he spent $5.00 ($25 on the initial job) to get a client and each time they come back its cheaper and cheaper. This is brilliant.
Not only does he get nearly 40% repeat business but he gets 18.3% of his business from referrals!
If you keep splitting that $5.00 by all the clients it generates, you'll realize why this is so powerful.
Why Don't More Companies Do This?
Most companies look at it as an expense. This is stupid. It is the cheapest and easiest way to get repeat business and lots of referrals.
But most don't look at the whole picture.They just look at the cost.
This is ridiculous but you can really benefit from their shortsightedness!
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