AT T E N T I O N C O N T R A C T O R S :
FOLLOW THE PATH TO GET MORE CUSTOMERS THAT Buy More • Stay Longer • Pay More • Refer More •
…And absolutely rave about you in the process!
INSIDE • • • •
A New Requirement for Marketing Today The Secret of “Getting to the Next Level” Why Your Customers Leave Powerful Web Integration
Two Things You Won’t Hear Anywhere Else Dear Contractor Friend, The following may sound weird coming from a hard-driving Direct Response marketing firm: Of all the marketing dollars you invest, Customer Retention – though a small percentage of your budget – is the one marketing type you want to increase. Why? You may think it’s because it makes us more money (partly true), yet it’s actually because it means you have more customers to retain! Pretty much the point of being in business. However, There are 2 things that media salespeople and other marketers often do not tell you... “Acquisition Marketing” – getting a customer to call the first time – is the most expensive marketing type by far. In fact, getting a customer costs 6 times more than keeping one. Now you know why media salespeople want to “sell” you more acquisition marketing.
Why “High Impact Marketing” Is Required for Contractor Results Now
T
here is so much distraction in marketing now that customers are “blind” to the ordinary or expected. Just parking a static website, or hoping some old ad is going to catch their attention is futile and costly. Yet contractors continue to hope for “new” results.
You’ve got to break free from what the “standard” contractor does. Here’s how:
Then there’s this little gem: Since an average contractor loses 11% of customers to the competition by not having a Retention program, this means you get to acquire them all over again! That’s another reason ad reps don’t talk much about retention marketing. It eats into their sales, though it would make money for you. Bottom line – – A Powerful Retention Marketing program reduces your need for expensive acquisition marketing and outperforms it. Make sense? Now all you need is a powerful turn-key program to plug in place. Lucky you: it’s in your hands now! Happily Helping You Get and Keep More Customers,
Adams Hudson
t Effective
More Cos
sletters via ients’ new cl r u o d e id st effective We’ve prov It’s more co . 2 0 0 2 ce t to k sin Hudson In ar per clien llars per ye o d er w fe st a d of cu om to spend e likelihoo th se a e n cr u in at amo t drastically 0x times th 5 n a th r e rath retention, nt. a new clie e to acquir Goss II —Dan W. .R.E., GA DeKalb C.A
Thought so. That’s because they’re doing the same-old stuff, going after new customers, “hoping” for better results, letting their most profitable customers leave.
You know that if something is unique, it stands out. Yet a full 89% of contractors don’t even have a Customer Retention Program! So when you do, you’re instantly set apart from the norm.
Your customers are too valuable to ignore. They cost too much to get, and they’re like “gold” when you keep them, build relationships and earn sales, referrals and repeat business for years. This does not happen by chance. It happens with a program.
Let me ask you, when was the last time you got a newsletter or any regular follow-up from a contractor?
That’s why this package is filled with “High Impact” Customer Retention tools proven to work.
1-800-489-9099 • 2501 E. 5th Street • Montgomery, AL • www.hudsonink.com
The little secret your competition hopes you never find out…
M
ost “standard” contractors get a lead, make the appointment and do a repair or replacement job. They hand the customer an invoice, then assume two things:
the Next Level?” • The #1 reason is “CLR” Most contractors don’t know that Customer Loss Rate quietly erodes sales and eats tons of cash. It seems that you’re working harder each year, but never break through to the next level.
1) If this was a current customer, they assume the “standard” approach must be enough to keep them.
You’re about to see why:
2) If this was a new customer, they assume this customer will remain a customer, as long as they were satisfied.
missed appointments, unclosed
Pretty standard, right? Yet what most contractors “think” is a good flow of repeat customers is a trickle of what they could be getting. See, that first-time customer is still very fickle and prone to forget who they called the next go ‘round. Consumers get 2,100 ad messages a day; you think they’re going to remember the name on your van 6 months from now? These ‘assumptions’ are behind a common phrase that is the title of the next article.
“Why Can’t I Get to
When you figure advertising, marketing, staff, overhead, fuel, leads all together... It costs you $225-$290 to get one customer. So, if you service them once and they leave, you probably lost money on them. The CLR among home service contractors is about 11%. So, if your database is 3,000, that’s 330 customers who leave you for your competition every year. When you lose a customer, look what it takes to replace them in
Here’s Why Customers Leave You for the Competition 5% Felt pricing was inconsistent with service. 10% Passed away or moved out of service area. Can’t help this one. 14% Had an unresolved complaint. They didn’t feel enough “connection” with your company to resolve it. 16% Took your competitor’s offer. Sales killer. These came out of your database from your customers. 55% Left due to your “indifference.” This means you never showed them you cared! You may say you care, but how do you prove it? Add up those last two, and 71% of your lost customers left you for ONE reason: you weren’t there but your competition was. Bottom Line: Prove that you care with an active Customer Retention Program.
t CLR! a h w Look ting you is cos
marketing and lost sales. CLR is a devastating problem.
Your Company Sales Volume
Customer Count
Customers Lost Rate (CLR) per Year
Cost to Replace Lost Customers ($240 each)
Sales Needed to Replace Loss at 15% Net
1,000,000 1,500,000 2,000,000 3,000,000 4,000,000 5,000,000 7,500,000 10,000,000
2,000 3,000 4,000 6,000 8,000 10,000 15,000 20,000
220 330 440 660 880 1,100 1,650 2,200
$52,800 $79,200 $105,600 $158,400 $211,200 $264,000 $396,000 $528,000
$150,000 $225,000 $300,000 $450,000 $600,000 $750,000 $1,125,000 $1,500,000
Find your company’s CLR above. How much loss is enough to justify a program to keep customers who stay, pay and refer? Now, you see why it’s hard to get to the next level without a Customer Retention Program. 1-800-489-9099 • 2501 E. 5th Street • Montgomery, AL • www.hudsonink.com
7 Powerful Ways This Customer Retention Program Pays Off 1. Boost Your Brand – These newsletters have a modern design to give your company a high-quality brand and image that plainJane efforts do not.
to products and services they may not have known they wanted… or that you offered them!
$10k From 1200 Pieces
“Our customers lo ve the newsletter and so do we! We generated nearly $10,000 in revenu e from just a 1200 piece mailin g! On top of that, it couldn’t be easie r to get done. Hudson, Ink takes care of everything and makes our liv es so easy!” —Kirk Miko
2. Web Integration – This program combines offline newsletters with your online marketing. Our unique “Power Portal” is like J and D Heating, Ai having a second website r and Water, ID to generate more leads! Plus, the portal now has an automatic email program. their quality contractor. You Let us send targeted email can’t be overlooked! marketing messages for you! 4. Ads that hit buyer’s “Hot Our highest-pulling subject Buttons” – We’ve created an lines – plus professionally entire Ad Vault to promote crafted messages and links virtually every type of product – can go out each month, or service you have, ready to automatically driving more go. customers and prospects right to you. 5. “Psychological Sales Triggers” – Our articles use 3. Your Company name on triggers to every page – Customers will “nudge” readers be reminded often that you’re
6. Customize As You Wish – You can write your own editorial, choose alternate articles or send your own ads to create “your” special newsletter, your way. 7. MegaMarketer Coaching Club Included – All year long, you get systemized and customized marketing coaching and training including – one-on-one Coaching calls with a dedicated Coach, monthly group calls, a monthly MegaMarketer Newsletter with tips, strategies and marching orders for that month, access to other industry training and more.
Here’s How: Simply select HomeSense for HVAC
“How Can I Get My Own Customer Retention Program?” Just Let Us Do It for You! That’s why we’re here. We don’t do our own contracting, so why should you create your own Customer Retention Program? You’re 90% done right now! Just follow the steps to build your customer base into raving, referring fans.
You do the contracting. We’ll help keep your customers… for life. Fair enough?
or HomeXpert for Plumbing or Electrical (main articles chosen according to your trade). Then...
1 2
Choose the quantity. Most select all “active” customers from the past 48 months. Choose your ads. This season’s copyrighted “Ad Vault” is available upon request. Just call a Hudson, Ink Coach!
3
Choose Your Web Integration. You can get a powerful custom web portal to drive traffic and an automated email program!
Call a Hudson, Ink Coach at 1-800-489-9099 or Email coaches@hudsonink.com and...
That’s it! We’ll take it from there!
1-800-489-9099 • 2501 E. 5th Street • Montgomery, AL • www.hudsonink.com