DISQUS

Duct Tape Marketing: Get Closer to Your Customers Now

  • Ken Kaufman · 11 months ago
    Segmenting the most profitable customers from the rest can sometimes be an accounting challenge. However, it can and must be done! Most accounting programs have job-costing and/or customer profitability coding and reporting capabilities. The key is to train everyone involved in the flow of information how to code, enter, and report on all of the cost inputs into each customer.
  • Jim Kukral · 11 months ago
    That's a great many lessons there John. I love the one about creating a board. It works.
  • Terra Andersen · 11 months ago
    I definitely agree with making 5 "Thank-You" calls per day. In this economy, we really can't forget that we are lucky to have business at all.
  • Jeff Shuey · 11 months ago
    Great article. I cannot agree more with the concept of a customer/partner advisory council. When I worked for Microsoft I led one of these for the Portals & Collaboration space. We learned more from our partners in a few days that we could have ever learned by doing surveys. We got them all in the same room and bounced ideas around. Some stuck and some didn't. That was the intent and purpose. I'd like to think we made better products because of it. We did similar meetings with customers and obtained incredible feedback.

    So, your points are spot on and I can verify they do work. Keep 'em coming.
  • Todd Schnick · 11 months ago
    Great post! I'd like to say great minds...but I am not in your class. But I posted something today about surveying your customers to learn how to better serve them... http://intrepid-llc.com/2009/01/05/10-questions...
  • Paul Simister · 11 months ago
    Very refreshing John to see you say "Admit you’re slower"

    There is too much bluster which gets in the way and creates distrust and wrecks any attempt to strengthen the relationship.

    After all what is a customer to think when you are in denial.

    It is the first time for a while that I have commented but I like the Twitter feature as well.
  • Bay Area Lawyer · 11 months ago
    I would have to say that the time to have done these things was before the recession. Doing these things now makes you a part of the crowd and not the standout that you want to be.

    "Create a marketing board" if possible I would make this informal. People tend to spend money with people they know and like. Making this board a formal gathering would in some respects defeat the purpose. In essence the purpose is to build relationships with group members and the people they know. Keep it informal and people are more likely to let their guard down and be more friendly.
  • John Jantsch · 11 months ago
    @Paul - a little dose of humility can go a long way can't it? Don't be such a stranger.
  • John Jantsch · 11 months ago
    @Ken - some small business owners have entire segments of customers, either based on size or even products, that simply are not profitable. I agree with your thoughts on measuring, but sometimes it's not even that complicated.
  • John Jantsch · 11 months ago
    @Bay Area - FYI I wrote this looking out at the GGBridge in the St Francis Hotel

    Of course, this is a bit tardy, but if you have not done, do it now, better late than never - you might just need to grovel a bit more.
  • SEO Software · 11 months ago
    Great suggestions. I like the idea of proactively calling customers every day. It's a good habit and will generate a valuable feedback loop.
  • Kris Bovay · 11 months ago
    I agree with all you've said. At the beginning of every year and the start of the next year I like to spend as much one-on-one time with my top 20 customers. It's a time to consider how to help customers grow their business; and simultaneously grow yours. It's a time to thank customers for their orders and support and to build stronger relationships.
  • JudyAnn Lorenz · 11 months ago
    Some people have long distance customers, making lunch a challenge, but still utilize the contact and communicate suggestions. I take that back, if one were going to host the lunch, make it all virtual, do brown bagging and meet in a conference room. There can be audio or text conversation. VAnetworking.com had a big Christmas bash that way and does it in a smaller way frequently. The lunch could be done one on one or with small groups and their sales consultant. Not the Ritz, but it is contact.
  • Kathleen · 11 months ago
    Thanks for the great post once again.

    You said: Not all customers are created equal, so treat them that way. Your most profitable, referring customers should get VIP treatment. You don’t have to downgrade anyone, just make sure your best customers know who they are.

    I absolutely love this! Sometimes people do downgrade clients in order to VIP the profitable. Surely that is not a necessary step, and in the long run, how profitable is that?
  • SEO Tips South Africa · 11 months ago
    In this current economic downturn, where loads of people are scrapping for less and less pieces of pie (and the crumbs!) it makes real good business sense to go the extra mile in cementing firm relationships with one's clients. The personal touch is soooo important, getting people to like you is a sure-fire way of guaranteeing continued business.
  • Billkor · 11 months ago
    May i add, try and give a discount to a repeating customer the minute that he is not expecting one. That way he 'll think that you appreciate that he is spending his money with you
  • Dan · 11 months ago
    Hi John,

    Thanks for those tips. I hadn't thought of creating a board of my best customers. I've used surveys in the past, but they are a little less warm and fuzzy than this approach. I'm going to try it.

    I found a post by Troy White, where he offers a couple more great, cheap ways to stimulate referrals here:
    http://www.makepeacetotalpackage.com/troy-white...

    I liked his fortune cookie strategy.
  • Surviving A Recession · 11 months ago
    All customers want to know they are appreciated. If they feel that way and you have a good product they will stick with you.
  • web Content · 11 months ago
    I've always made an effort to treat all customers well, good times or not, right now I'm rather happy that I have, people tend to be able to see through phony plays at being nice just 'cos you've fallen on hard times.
  • isa savings · 11 months ago
    You've made a very vital point here. I agree with all tips especially "Bringing your customers together" Believe it or not - if narrowed down to basis most customers would share similar interests and ideas. Having a consortium with them can increase the relationshiop with all.