Your Marketing Is Bringing You Great Leads! Now what?You’ve planted your Direct Mail marketing seeds, and the leads have begun to sprout. But, those little shoots are just the beginning, the first goal of marketing. You want those leads to grow into loyal, paying customers. Here are 5 ways to ensure an abundant harvest, season after season.

  1. Listen to your First Impression.
    The first person your prospect talks to leaves a meaningful impression. Has your receptionist/front of house been trained to reflect your message and positively handle new prospects? Listen to your calls, either in person or through calltracking technology and check that your reception process is friendly and knowledgable. And don’t forget to utilize this moment to ask callers how they heard about your business!
  2. Refine your Second Impression.
    If your mail campaign was compelling enough to inspire an in-person visit, chances are your prospect is excited to see what your business has to offer. Make sure to create an environment that you feel best reflects the quality of your work. Walk through your business as though you were discovering it for the first time. See it through the eyes of your prospects, and imagine them as fastidious neatniks. Make sure the space is clean and organized, and don’t be afraid to treat the environment to a light sprucing.
  3. Check your Customers’ Impressions.
    According to a 2015 Global State of Multichannel Customer Service Report, 97% of consumers say customer service is a big factor in their brand loyalty. How can you be sure you’re hitting it out of the park? Follow up. Email surveys are an effective tool, as they allow customers a sense of anonymity if they’re reluctant to complain in person. An email survey also sends the impression that customer satisfaction is valued. Research shows that only 1 out of 26 unhappy customers will actually complain to the business. But, those customers will tell their friends, in person and online. An email survey is a great preemptive move, as well as a way to constantly improve your business.
  4. Make Your Customers Feel Appreciated.
    Asking customers for feedback is one way, but there are opportunities everywhere to make your customers feel special. Train your staff in the fine art of listening and encourage them to treat everyone who walks in the door with kindness and respect. Have a company brainstorm session to come up with little ways to show your customers you appreciate them. Happy customers become return customers, and according to HubSpot, return shoppers spend, on average, 3 times more than a first-time buyer. It literally pays to keep your customers happy.
  5. Viva La Customer Service
    55% of consumers are willing to pay more for a guaranteed good experience, reports thinkJar. Use the ideas from your company brainstorm to practice The Golden Rule with your customers. Anticipate what you would want if you were a customer, and do everything you can to make it a reality for yours. Greet them by name, honor their time, offer them cold water on a hot day, and a hot beverage when it’s chilly. Create an experience that makes them feel like they would never want to go anywhere else.

These considerations, coupled with the excellence of your workmanship should fertilize the soil of a truly successful business.